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SocialMedia:Facebook

[BACKGROUND] Within our social media marketing toolkit, Facebook is among our top communication channels. And while it’s been a relatively underutilized space for us in the past, we’ve recently taken big steps towards improving our official Fan Page and overall presence on the site.

[OBJECTIVE] Leverage the Facebook platform to strengthen our communication channel with the community, and spread the word about Firefox.

Contents

Platform Optimization

Initial Enhancements

For more details on each item, please scroll down to the different sections under the Facebook platform overview

  • [DONE] Add new profile image and/or messaging towards the bottom
  • [DONE] Set default landing view to posts by admins only
  • [DONE] Add short blurb about Firefox to left margin of the page, plus URL.
  • [DONE] Bulk up messaging on Info Tab
    • Add more information about the organization, its mission and ways to get involved
    • Include other relevant URLS: SFX, CMG, Campus Reps, etc.
    • Add link to Twitter account
  • [DONE] Add top Fan Pages we are associated with to "favorite pages"
  • [DONE] Add new albums to Photos Tab, and monitor Fan Photos
    • Community / Events: Download Day, 10-year, Launch Parties, FOSDEM, All-hands, etc..
    • Community Arts & Crafts
    • Community Designs: MCC, T-Contest, etc..
    • Existing assets: Robot, T-shirt archive, Moz.com etc..
    • Mozilla in the news
    • Include links to original album, and more information when relevant
  • [DONE] Add Video Tab and post select videos from our archives
    • Product demos: Personas
    • Community Videos: Firefox Flicks, Japan's Firefox Contest
    • Interviews / Testimonials: AirMozilla, Thank-You testimonials
  • [DONE] Update Digital Gifts collection with new icons - 20 new gifts to be added.
    • done|Create new gift designs
    • done|Add names to each gift
    • Add custom URL + Tracking code
  • [DONE] Seek sponsorship through Facebook for free virtual gift promotion. In addition to our existing digital gifts collection, we should try to add a free Firefox gift to Facebook's official Gifts application which reaches a much larger audience
    • Status: Reviewed proposal from Facebook to evaluate costs and reach. Minimum spend/investment was higher than our budget for this campaign.
  • [DONE] Look into obtaining "Vanity URL" from Facebook.
    • This helps your SEO and creates a branded URL: facebook.com/firefox
  • [DONE] Look into Mobile Broadcasting / Subscriptions to status updates.
    • Must first activate your phone for Facebook Mobile
    • Using your mobile phone, send a text message with the letter to "f" to 32665 (FBOOK). Facebook does not charge for this service. Standard messaging rates apply.
  • [DONE] Look into adding tracking codes to URLs wherever possible.
    • Can add tracking codes to digital gifts, and custom widgets.
    • Will be meeting with metrics team to discuss performance tracking.
  • [DROPPED] Establish better information flow by syncing Tweets, Status updates & Blog posts. Since the culture and limitations around status updates vary between these two properties, we will not be auto-syncing
    • Blog posts -> Tweets
    • Tweets -> FB status updates
    • status updates -> Tweets
  • Organize Application Boxes:
  • [IN PROGRESS] Create "custom tab" with information about Mozilla and ways to get involved.
    • Visual design to echo Mozilla.com
    • Content to include:
      • Marketing: SFX, CMG, Campus Reps, Affiliates, MCC, Press
      • Gear: Community Store, Official Store
      • Labs, Add-ons, Personas
      • Firefox Features / Tips & Tricks
      • Developer's News
      • Careers at Mozilla, Join the team
      • Planet Mozilla, What Mozillians are Blogging about
      • Support / SUMO
      • QMO
      • L10n
      • Download Button
      • "About us", "What is Mozilla"

Promotional Strategy

Driving awareness around the official Fan Page and growing our Fan-base.

  • [DONE] Begin migrating and/or messaging fans of unofficial pages
  • Begin migrating and/or messaging members of unofficial groups to drive awareness around the official fan page:
    • Notify the page/group owners of our Page and let them know about a potential migration
    • When appropriate, request that Facebook migrates fans from unofficial pages over to ours
  • [DONE] Promote page at community marketing call
  • [IN PROGRESS] Create HTML buttons/badges to promote through our blogs and websites
  • [DONE] SMS based fanning. This is an upcoming feature, but Facebook is providing it early to select Pages and organizations.
    • Tell people to text "fan Firefox" to FBOOK (32665) from their mobile phones, and they will be added as fans instantly. Standard charges may apply.
  • Encourage users to “Send Page Invitation". Some applications allow you to track what percentage of those converted into new fans.
  • [DONE] Prompt existing fans to "suggest to their friends"
  • [DONE] Promote on First Run Page, and What's New Page
  • [DONE] Promote on the sidebar of http://blog.mozilla.com/
  • [DONE] Promote during Social Media Workshop
  • [DONE] Promote during Community Marketing Call
  • [ONGOING] Blog about it -> sync to Planet
  • Promote page on SFX
  • Tweet or post status update when at 1 Million Fans.

Launch Related Activities

Leveraging the platform to help promote the upcoming release of 3.5

  • [DONE] Post/link to Firefox 3.5 launch workshop videos
    • Events online workshop
    • PR online workshop
    • Creative workshop
    • Video/Fastest Campaign workshop
    • Social Media workshop
  • [IN PROGRESS] Viral distribution of Fastest Firefox videos:
    • Fastest Clapper, Fastest Sports Stacker, and V3
    • Post final edited cut
    • Promote Fastest campaign through status updates/tweets and posts
  • Post videos from Community Launch team:
    • Vineel Reddy's Car Video
  • [DONE] Promote Firefox 3.5 in 35 days. Share information on new features and post video demos, like Open Video
  • [DONE] Prompt members to "donate" their profile picture and/or status updates on launch day. Donating these fields means that they change their profile image to a Firefox image, and promote Firefox 3.5 through their status message.
  • Send Email/Message blast to all 480K+ fans.
  • [DROPPED] Create 3.5-specific digital gift for people to send and share
  • Post relevant press articles and updates covering 3.5
  • Consider highly targeted Social Ads as a limited time promotional push around launch.
  • [DROPPED] Look into building a custom app for people to "pledge" and invite others to download 3.5, and share top 3 reasons why they did that, why they like Firefox etc. These would be reflected in their status feeds.
  • [DONE] Create custom tab for Firefox 3.5 which can serve as a landing page for new and existing users:

Post-Launch Enhancements

Still TBD, but here is a quick list of additional things we can explore. More to come.

  • Custom tab for Events
  • Custom application boxes, also optimized for narrow left margin of the wall
    • New box for MCC
    • New box for Community Store and/or Official Mozilla Store
    • New box for SFX
  • Social application to promote add-ons
  • Social Quiz/Survey Application
  • Social game
  • Social Trivia Application
  • Explore highly targeted social ads
  • Work closely with metrics team to better track performance and evaluate impact.





oglekstar.com

Platform Overview

Statistics

  • Over 250 Million active users on Facebook
  • Majority of users are between the age of 18-25
  • Fastest growing demographic are those 35 yrs of age and older
  • Women outnumber men in every age-bracket
  • About 70% of Facebook users are outside the United States
  • The Platform is localized in 40 languages with another 50 in the pipeline
  • More than 52,000 applications currently available
  • Not always updated, but helpful Stats page: http://www.facebook.com/facebook?ref=pf#/press/info.php?statistics

Profile Page

  • Profile Image
    • Rotate every month, or on occasion
    • Adjust aspect ratio to take up more space on the page
    • Profile icon will crop at the top right, so Firefox logo should be placed there
    • Can play with the upper boundary for a more creative solution

Picture_783.png

  • Populate the "write something about..." with appropriate messaging for more personality.
  • Organize application boxes in narrow left margin of the page, add custom boxes

Picture_669.png

Wall Tab

The wall is where most of the activity takes place. Content that is published here makes its way to the news feeds. These include: status updates, notes, video posts, comments, etc...

  • Sync Blogs, Tweets, and Status Updates. Blog Post -> Tweet <-> FB Status
  • Set default view to posts by "admin only". This helps set a level of quality control, especially for new/prospective fans who visit the page.
  • Concerns: making sure that the wall is active and engaging, but not spamming the members' feeds. That will easily cause some to "x" out and filter us out completely.
  • Use status updates to:
    • Share special product updates and news
    • Promote various campaigns and initiatives
    • Promote popular add-ons
    • Share tips and tricks
    • Thank active community members and contributors by name
    • Spark conversations by asking questions
    • Link to interesting non-Mozilla/Firefox specific content

Picture_675.png

Groups and Pages Mozilla is affiliated with:

  • Groups:
    • SUMO contributor’s group
    • Spread Firefox
    • Campus Reps
    • QMO
    • Top Foxes
    • Download Day
    • Ubiquity
    • Bugzilla Community
    • I volunteer/work for Mozilla!
    • Mozilla labs concept series
    • Mozilla CampDeli
    • Mozilla Bulgaria
    • Mozilla Mexico
    • Mozilla Seamonkey Fans
    • Mozilla Corporation Interns
  • Pages:
    • Thunderbird (1,734 fans)
    • Camino (534 fans)
    • Ubiquity (282 fans)
    • Sunbird (130 fans)
    • Foxkeh (119 fans)
    • Fennec (10 fans)
    • Grease Monkey
    • Sunbird
    • DMB

Picture_1539.png

Info Tab

Bulk up on messaging: Add more information about the organization and its mission

Picture_1590.png

Photos

Photos and video are the most viral pieces of content on Facebook. They are broken up between posts by admins, and posts by fans.

  • Adding more albums:
    • Community events:
      • Download Day / Camp Firefox
      • Robot in Dolores Park
      • Launch Parties around the world
      • Operation Firefox
      • Crop Circle
      • MAOW
      • Meetups / BarCamps
      • etc....
    • Community Designs:
      • Firefox 3 t-shirt contest / Community Store
      • Mozilla Creative Collective
    • Other Visual Assets:
      • Firefox Robots
      • Mozilla.com graphics
      • Mozilla ten-year anniversary poster
      • Various G-Fox art
    • Mozilla in the News
  • Encourage tagging. Tagging increases the viral nature of content, but it may also raise a privacy concern for certain individuals.
  • Fan Photos:
    • Review existing inventory, highlight better quality submissions
    • Encourage new posts

Picture_1537.png

Video

Photos and video are the most viral pieces of content on Facebook. They are broken up between posts by admins, and posts by fans.

  • Opportunities in Video:
    • Feature demos, tutorials, and product promotions:
      • Personas video
      • Open Video Demo
    • Interesting or high-profile interviews from air mozilla
    • Fastest Firefox Campaign Videos
    • Community / Campus Rep Testimonials
    • Other archived / classic videos:
      • Firefox Flicks
      • Japan's Firefox video contest submissions from Pantagraph
      • Making of the Crop Circle
  • Videos do not have to directly relate to Mozilla, but can be interesting/educational videos from other sources, on topics of open-source and so forth.
  • Encourage tagging. Tagging increases the viral nature of content, but it may also raise privacy concerns for some individuals.

Picture_1533.png

Boxes

This space holds custom content and application boxes. Applications are similar to add-ons and help to customize your experience. Facebook currently has over 52,000 applications that we can tap into. But this is also an opportunity to build our own, and promote/link to specialized content. Developing application boxes also allows fans and other users to add them to their own profiles and help to promote through their own networks.

  • Existing boxes:
    • Rock Your Firefox
    • Digital Gifts - More information below
    • Download Day (no longer relevant)
    • SFX (Button needs to be updated)
    • Discussion Board
    • Notes
  • Opportunities in new boxes:
    • Would be great to have a more viral application around add-ons. Similar to "pick your top 5 ___" that is currently live on Facebook.
    • Campus Reps (simple link-to box with custom graphics)
    • Community Storefront (existing Zazzle widget)
    • Mozilla Creative Collective (simple link-to box with custom graphics)
    • Events (Custom Tab)
    • RSS Feed of blogs (Tab/Box)
    • Social Games, Quizzes, etc (TBD)
    • Contests (an upcoming application from Facebook for brands)

Custom Tabs

Create custom tabs to promote specific types of events, campaigns, or other specialized content. Each tab comes with a unique URL and can serve as the default landing page.

Opportunities include:

  • An all-inclusive "Resources" page that links to important content for various audiences. Similar to Facebook's Resources tab.
  • Custom Tab for Events
  • Custom Tab for Firefox 3.5

Picture_709.png

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Notes

  • Notes functions in a similar way as a blog.
  • Move "notes" from profile to Tabs, or into Boxes.
  • If we create a separate RSS feed for blogs, we may want to re-think this application's use.
  • Make sure each note has a graphic element, a picture of some sort to help overall visual appeal.


Digital Gifts

Exchanging virtual gifts is a popular activity on Facebook. Our digital gifts collection launched last year, and was a fun way for fans to interact. These icons also stream through news feeds and help to increase our brand presence. We can tie gifts to specific campaigns or special occasions. We can also embed a link with each gift.

Facebook currently charges $1 per digital gift, and recent estimates put this virtual business at around $30 million per year! Our gifts are free. Facebook also sponsors certain gifts for free and limited time promotions. This would be a great opportunity to reach new audiences by having a digital gift on Facebook's official collection.

In the meantime, we'll be refreshing the existing gifts collection with new icons. Picture_759.png

Retrieved from "https://wiki.mozilla.org/index.php?title=SocialMedia:Facebook&oldid=662303"
Last edited on 2 June 2013, at 18:16