1 / 27

Social media engagement

Social media engagement. Abu Dhabi HSBC Golf Championship 2014 Facebook recommendations . August 2013. Facebook engagement campaign . We want to … Increase reach on Facebook Attract more relevant fans Increase engagement and interaction Generate content and discussion

rad
Download Presentation

Social media engagement

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Social media engagement Abu Dhabi HSBC Golf Championship 2014 Facebook recommendations August 2013

  2. Facebook engagement campaign • We want to … • Increase reach on Facebook • Attract more relevant fans • Increase engagement and interaction • Generate content and discussion • We will use Abu Dhabi HSBC Golf Championship’s assets • Images to engage audiences • ‘hero’ images – iconic images of players, destination and tournament partners • Regular themed image galleries • Plus videos to tell the story of ADHGC • Themes to get people talking and sharing • … as well as stimulating (approved) user generated content • Ultimate fans, best moments, funniest photos …

  3. Facebook engagement campaign • We will develop a full Facebook timeline • Celebrate events, highlight milestones • Provide a relevant history that fans can engage with • Share quirky facts and figures (related to golf or the championship?) • Ultimately ..build the Abu Dhabi HSBC Golf Championship brand online • We will work more closely with players – utilising their social media platforms and engaging with their networks • We will utilise #hashtags – getting in on the discussion • We will engage, respond and stimulate debate and interaction: • reach & engagement • influence & relevance • sentiment & advocacy, and • impact & value (a change in opinion and behaviour towards ADHGC)

  4. Background

  5. Facebook See next slide please Facebook in numbers: • Monthly active users now total nearly 850 million • 488 million users regularly use Facebook mobile • Barack Obama's victory Facebook post was the most liked photo on Facebook with over 4 million likes • Facebook saw a 41 percent growth in active users from Russia, South Korea, Japan, India and Brazil during 2012 • 250 million photos are uploaded to Facebook every day • By the end of 2012, 210,000 years of music have been played on Facebook • At the end of 2012 17 billion location-tagged posts and check-ins were logged • A whopping 77 percent of B2C companies and 43 percent of B2B companies acquired customers from Facebook

  6. The Facebook statistics seem off as mentioned. For example the monthly active users are 1.15 billion user as of july 2013. • Other figures can be found on this link: • http://thenextweb.com/facebook/2013/07/24/facebook-users-q2-2013/ • Please use to correct stats.

  7. Facebook best practice Facebook: An example of best practice • Cadbury is no stranger to social media campaigns, but one of its most interesting was to celebrate the brand reaching 1m Facebook fans. The age-old problem of engagement meant that only 16% of all its Facebook fans saw the content it posted, so to test what content users would engage with, Cadbury decided to build a giant Facebook ‘like’ thumb out of pieces of Dairy Milk. It used teaser ads in the build up to the event, and then live streamed in a studio decorated with user-generated content and photos. The team also responded to user requests and comments in the video. As a result, Cadbury gained 40,000 Facebook fans and more than 350,000 people were actively involved in the campaign. Some fans even left the live feed running for hours on end.

  8. Facebook recommendations

  9. Visual posts win

  10. Image is everything

  11. Timeline – showcase your history

  12. Tell the story of your brand/event

  13. Optimise your timeline

  14. Facebook aps

  15. Newsfeed is king …

  16. #hashtags – join the conversation Hashtags Facebook is supporting #hashtag posts and making those hashtags #clickable What does Facebook say? Hashtags will also help increase brand interaction. Without hashtags, users were limited to seeing posts by their friends, the pages they had liked, and the pages their friends had liked – as well, of course, as any promoted posts. With hashtags, users are more likely to see posts from outside their immediate circle, but just as likely to see posts which interest them: it is the user, after all, who has to click on the hashtag to view the conversation, displaying a willingness to actively engage with the content. Like other Facebook marketing tools, hashtags allow you to join and drive the conversations happening about your business. Check out hashtag #sunset

  17. #hashtags – drive the conversation • What benefit does this have for brands? • Clicking a hashtag will bring up a list of posts from friends and pages you follow that contain the tag/ posts that are public • Any hashtags that you use on other platforms that are connected to your Facebook Page will be automatically clickable and searchable on Facebook • According to the announcement post, hashtags allow users to: • Search for a specific hashtag from your search bar. For example, #NBAFinals, #golf, #transfer • Click on hashtags that originate on other services, such as Instagram. • Compose posts directly from the hashtag feed and search results • Use hashtags in Facebook ads • Hashtags can not yet be monetized – as on Twitter not is there a trending hashtags widget, but it looks like they're coming Check out hashtag #golf or #transfer

  18. #golf – got to be in it to win it

  19. So what will we do?

  20. Facebook The campaign launched in August 2013 with social media engagement being ramped up during key periods: • August 2013 • Announcement, gathering assets from ADHGC and sponsors • September 2013 • campaign kickstarts, uploading assets, building timeline, preparing galleries and approving discussion topics • October – November 2013 • building anticipation, major player announcements, news and galleries • December 2013 • Hotting up, regular galleries, discussions and #hashtags • January 2014 • Countdown and full ramp up, player chats • Activity will highlight and celebrate key announcements • Posts will be supported by sponsored Facebook activity

  21. Using your assets to build your timeline • Key moments to populate timeline • First championship • Subsequent championships and winners • Key highlights and milestones • Images to engage audiences and populate timeline • ‘Hero’ images – iconic images of players, destination and tournament partners • Themed images and galleries

  22. We shall post … • Daily: • Regular posts / commentary accompanied by image where relevant • Response to fan posts • Weekly: • On this day …. previous tournaments or golf iconic/ historical moments (we recommended this posting on a Thursday) • ‘Tee off Tuesday’ – spotlight on each of the holes, how to play • Fortnightly: • Themed image galleries • Tournament highlights, sponsor highlights, destination ideas • Top ten moments • Player interactions • Lifestyle themes such as ‘how to relax’, ‘what to wear’ etc • Monthly: • Countdown to tournament, major player interaction …

  23. Plus we will reward fans ... • Competition #1 –Pre-event: Win the Ultimate Experience • Engage to win the ultimate experience including a weekend break with golf at the St Regis, an annual subscription to Hello!, Bacardi hamper, flights with Etihad anywhere on their network • Competition #2 – Tag yourself in the Hello! photobooth • Your photo will appear in the online Hello! gallery • Free annual subscription to Hello for the most stylish • Competition #3 – Win a meet and greet win the winner • Best post or best image of tournament wins a meet and greet • This will stimulate (approved) user generated content • Ultimate fans, best moments, funniest photos …

  24. What we need from you

  25. What we need from you …

  26. Thank you! www.fourcommunications.com

More Related