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Seven
Content
Types for
Facebook


            John Bell | Global Managing Director
                 Molly Keyes | Digital Strategist
                                       May 2012
The 7 Types of
Facebook Wall Post
Engagement

Community Managers are constantly testing new ways to engage their community. That means using
different post types to drive different user actions like comments, shares, likes and, even, posts. Since
90% of Fb interactions happen with wall content, it’s key that we understand the different ways earn
people’s interactions

•   Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-
    throughs to content
•   Application integration - drives likes, shares, click-throughs to content/app

•   Community messages (e.g. Happy Chinese New Year!) – drives likes, comments

•   User everyday questions – drives comments and shares

•   User CGM solicitation - drives likes, comments and shares

•   Poll questions – drives shares, app interactions

•   Like-gating – drives likes


                                                                                                            2
Broadcast Messages: American Express   • Broadcast messages w/shareable
                                         content/contests/promotions – drives likes,
                                         shares, click-throughs to content

                                       • Application integration - drives likes,
                                         shares, click-throughs to content

                                       • Community – drives likes, com ments

                                       • User everyday questions – drives
                                         com ments and shares

                                       • User CGM solicitation - drives likes,
                                         com ments and shares

                                       • Poll questions – drives shares, app
                                         interactions

                                       • Like-gating – drives likes




                                       American Express shares
                                       video from access events
                                       like Jay-Z at SXSW and
                                       the Jack White concert




                                                                                   3
Application Integration: Domino’s   • Broadcast messages w/shareable
                                      content/contests/promotions – drives likes,
                                      shares, click-throughs to content

                                    • Application integration - drives likes,
                                      shares, click-throughs to content

                                    • Community – drives likes, com ments

                                    • User everyday questions – drives
                                      com ments and shares

                                    • User CGM solicitation - drives likes,
                                      com ments and shares

                                    • Poll questions – drives shares, app
                                      interactions

                                    • Like-gating – drives likes




                                    Domino’s uses rich media
                                    in wall posts driving fans
                                    to Facebook applications




                                                                                4
Community Messages: Hershey’s   • Broadcast messages w/shareable
                                  content/contests/promotions – drives likes,
                                  shares, click-throughs to content

                                • Application integration - drives likes,
                                  shares, click-throughs to content

                                • Community – drives likes, comments

                                • User everyday questions – drives
                                  comments and shares

                                • User CGM solicitation - drives likes,
                                  comments and shares

                                • Poll questions – drives shares, app
                                  interactions

                                • Like-gating – drives likes




                                Hershey’s makes
                                community-wide post
                                thanking fans for getting
                                the brand to 3 million fans




                                                                            5
Everyday Questions: Ford   • Broadcast messages w/shareable
                             content/contests/promotions – drives likes,
                             shares, click-throughs to content

                           • Application integration - drives likes,
                             shares, click-throughs to content

                           • Community – drives likes, com ments

                           • User everyday questions – drives
                             com ments and shares

                           • User CGM solicitation - drives likes,
                             com ments and shares

                           • Poll questions – drives shares, app
                             interactions

                           • Like-gating – drives likes




                           Ford engages fans by
                           asking fun, everyday
                           engagement questions
                           soliciting comments from
                           fans



                                                                       6
User CGM Submissions: Starbucks   • Broadcast messages w/shareable
                                    content/contests/promotions – drives likes,
                                    shares, click-throughs to content

                                  • Application integration - drives likes,
                                    shares, click-throughs to content

                                  • Community messages (e.g. Happy New
                                    Year!) – drives likes, shares and com ments

                                  • User everyday questions – drives
                                    com ments and shares

                                  • User CGM solicitation - drives likes,
                                    com ments and shares

                                  • Poll questions – drives shares

                                  • Like-gating – drives likes




                                  Starbucks asks fans to
                                  share their “Everylove”
                                  story through video
                                  submissions




                                                                              7
Kool-Aid: Poll Questions



       Poll Questions: Kool-Aid   • Broadcast messages w/shareable
                                    content/contests/promotions – drives likes,
                                    shares, click-throughs to content

                                  • Application integration - drives likes,
                                    shares, click-throughs to content

                                  • Community – drives likes, com ments

                                  • User everyday questions – drives
                                    com ments and shares

                                  • User CGM solicitation - drives likes,
                                    com ments and shares

                                  • Poll questions – drives shares, app
                                    interactions

                                  • Like-gating – drives likes




                                  Kool-Aid uses Facebook
                                  Polls for both brand trivia
                                  and to gauge fan behavior




                                                                              8
Like-Gating: Wonka   • Broadcast messages w/shareable
                       content/contests/promotions – drives likes,
                       shares, click-throughs to content

                     • Application integration - drives likes,
                       shares, click-throughs to content

                     • Community – drives likes, com ments

                     • User everyday questions – drives
                       com ments and shares

                     • User CGM solicitation - drives likes,
                       com ments and shares

                     • Poll questions – drives shares, app
                       interactions

                     • Like-gating – drives likes




                     Wonka uses directed
                     posts to drive fan
                     “Likes”




                                                                 9
Contact:



           John Bell
           Global Managing Director
           Email. john.bell@ogilvy.com
           Blog. http://johnbell.typepad.com
           Twitter. @jbell99




           Molly Keyes
           Digital Strategist
           Email. Molly.keyes@ogilvy.com
           Twitter. @Mollykeyes




                                               10
About Social@Ogilvy




Social@Ogilvy is the largest social media marketing communications network in the world.
Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the
practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an
extensive list of services within the foundational business solutions – Listening and
Analytics; Social Business Solutions; Social Media Marketing and Communications; Social
Shopping; Social CRM; Social Care; and Conversation Impact.

For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/
socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy




                                                                                            11
Social@ogilvy 7 Content Types for Facebook

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Social@ogilvy 7 Content Types for Facebook

  • 1. Seven Content Types for Facebook John Bell | Global Managing Director Molly Keyes | Digital Strategist May 2012
  • 2. The 7 Types of Facebook Wall Post Engagement Community Managers are constantly testing new ways to engage their community. That means using different post types to drive different user actions like comments, shares, likes and, even, posts. Since 90% of Fb interactions happen with wall content, it’s key that we understand the different ways earn people’s interactions • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click- throughs to content • Application integration - drives likes, shares, click-throughs to content/app • Community messages (e.g. Happy Chinese New Year!) – drives likes, comments • User everyday questions – drives comments and shares • User CGM solicitation - drives likes, comments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes 2
  • 3. Broadcast Messages: American Express • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes American Express shares video from access events like Jay-Z at SXSW and the Jack White concert 3
  • 4. Application Integration: Domino’s • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes Domino’s uses rich media in wall posts driving fans to Facebook applications 4
  • 5. Community Messages: Hershey’s • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, comments • User everyday questions – drives comments and shares • User CGM solicitation - drives likes, comments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes Hershey’s makes community-wide post thanking fans for getting the brand to 3 million fans 5
  • 6. Everyday Questions: Ford • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes Ford engages fans by asking fun, everyday engagement questions soliciting comments from fans 6
  • 7. User CGM Submissions: Starbucks • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community messages (e.g. Happy New Year!) – drives likes, shares and com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares • Like-gating – drives likes Starbucks asks fans to share their “Everylove” story through video submissions 7
  • 8. Kool-Aid: Poll Questions Poll Questions: Kool-Aid • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes Kool-Aid uses Facebook Polls for both brand trivia and to gauge fan behavior 8
  • 9. Like-Gating: Wonka • Broadcast messages w/shareable content/contests/promotions – drives likes, shares, click-throughs to content • Application integration - drives likes, shares, click-throughs to content • Community – drives likes, com ments • User everyday questions – drives com ments and shares • User CGM solicitation - drives likes, com ments and shares • Poll questions – drives shares, app interactions • Like-gating – drives likes Wonka uses directed posts to drive fan “Likes” 9
  • 10. Contact: John Bell Global Managing Director Email. john.bell@ogilvy.com Blog. http://johnbell.typepad.com Twitter. @jbell99 Molly Keyes Digital Strategist Email. Molly.keyes@ogilvy.com Twitter. @Mollykeyes 10
  • 11. About Social@Ogilvy Social@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact. For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/ socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy 11