Anthony Rawlins, founder of Digital Visitor talks about Facebook campaigns - covering associated benefits for businesses and how to create a three month strategy for themed content in the run up to Christmas (or at any other time of year). Anthony will also explain various key factors that determine the success of a campaign, whether your primary goal is data capture, boosting engagement or increasing traffic to your website.

1. @digitalvisitor
#BBMN

2. •Digital Visitor is a digital marketingagency established in 2005
•Originally set out to help local attractions promote themselves through YouTube videos
•Growth into other social channels was customer led
•Client list now covers travel and tourism, retail, professional services and more
•Digital Visitor has won awardsfor innovation, apps, creativity and technology
•The team is expanding
•Recently moved to bigger offices on Corn Street

3. •Lots of people use it
•Lots of people spend time on it
•Attract relevant fans
•Word of mouth marketing
•Ability to target specific audiences

4. 1.Community growth
2.Keep your audience entertained
3.Tracking (your fans don’t care about this but your board will)

6. We’re going to focus on growth –and you achieve growth through Facebook campaigns
1.App design and build
2.Influencer seeding and outreach
3.Advertising
4.Corporate partnerships
5.Ongoing promotion

7. 1.Appdesignandbuild
The first decision to make is what objectives you want to achieve. Different mechanisms deliver user data, community growth, traffic and UGC for your campaign –will it involve a quiz or a game or do you want to want to gather user generated content from multiple channels?

8. 2.Influencer seeding and outreach
Support your social media campaign by seeding influencers in communities and through outreach to key bloggers (mummy bloggers, beauty bloggers, travel bloggers - take your pick) and viareferral traffic from websites targeting the same or similar audience.

9. 3.Advertising
Social channels like Facebook and Twitter allow you to create highly targeted ads for specific audiences. Combined with testing and optimising copy and images, social ad campaigns deliver a quality audience at a good ROI.

10. 4.Corporatepartnerships
These provide opportunities to spread the cost of your campaign, source competition prizes and generate more noise in the social sphere by leveraging existing audiences for publicising the campaign.

11. 5.Ongoing promotion through social channels
With a typical campaign running for a month, you’ll need to build up pre-campaign awareness, then announce the launch and maintain awareness of the promotion through your own social channels.

13. 1.Traffic
Want to boost traffic to your website? We often run competitions with a quiz that requires entrants to look for the answer on a client’s website. There has to be a clear call to action so that users know exactly what it is that you want them to do.
2.Community growth
By adding to your Facebook fan base, you’re increasing the number of people receiving your updates in their newsfeed. When they engage with your posts there’s the potential for them to sharethis information with their followers too.

14. 3.Email acquisition
By including a data capture form in your campaign, marketers can ask users to opt in to a mailing listand even request more information like feedbackon new products or services
4.Sales
The ultimate aim of any Facebook campaign is to help generate more sales leads by raising brand awareness and improving the relationshipbetween a company and potential customers

15. Planning is important or you will miss the boat
•Timeline of activity
–Planning
–Design & Content
–Build & Launch
–Seeding & Outreach
–Advertising
Month
1
Month 2
Month 3
Planning
Design & Content
Build &
Launch
Seeding & Outreach
Advertising

17. •Advent calendar
•Multilingual
•Online
•On mobile
•Over53,000entries
•Over9,000new page likes and low rate of ‘unlikes’ post campaign shows that the correct audience was acquired

18. •Facebook advertisingaudience reach of 2.2 million
•Social PRpotentialaudience reach of 2.7 million
•Acquired brand new audiencesfor Visit Malta with1.25%increase innew visitors to websiteduring campaign. This trend continued significantly with45.04%increase innew website visitspost campaign
•8,298 emails captured for future comms from Visit Malta and 4,100 emails captured for the social media campaign’s partners

19. •Simple like-to-enter
•Win a beach ball
•Offline advertising
•
•

20. •20thanniversary of Channel Tunnel
•Celebrating travel between UK and France
•Instagram chosen platform and used Facebook promotion and engagement

21. •Over250,000 social interactions on entries (likes and comments)
•Reach from PR activity: 3 million
•Reach from social advertising: 1.9 million
•Potential campaign reach: 5+ million
•29,368app views on website and Facebook
•2,505 entries

22. •662,832people saw a related post/advert/link on Facebook or Twitter
•4,827unique visitors to campaign landing page
•682 people shared the campaign
•‘People Talking About This’ up from 408 to 18,109
•Facebook post ‘average reach’ increased by 400% (started at 3,630 and finished at 18,092)
•£500 total prize value secured

23. •Allianz Global Assistance
•Corporate partner secured to extend campaign reach and provide prizes worth £100s
•Over 2,000 new ‘likes’ for core target demographic
•750opt-in email addresses

24. •Last month, Facebook announced like- gating would no longer be allowed
•Like-gating involves creating a virtual barrier so that users have to ‘like’ your Page to view content
•Facebook competitions are one of the most popular uses for like-gating, as the incentiveis an effective way of boosting numbers
•Encouraging lots of likes this way allows a company to increase its fan base by 100s or 1000s in a short space of time

25. •It seems inevitable that audience acquisition will drastically slow down as a result
•The official announcement read like this:
–“To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives.”
•Gaining likes was one of the primary reasons that organisations ran Facebook campaigns, but there are many other benefits

26. anthony@digitalvisitor.com
uk.linkedin.com/in/anthonyrawlins/
https://plus.google.com/+AnthonyRawlins
www.digitalvisitor.com
@digitalvisitor
#BBMN