On Friday, I finished my first week interning in Facebook’s New York City Office. I figured I’d share two lessons I picked up about social marketing this week and how I applied those learnings in building a simple Chrome Facebook Extension for McDonald’s.
- Use your fans as guides in building your social campaign: While you need to build your content to help shape how you want your audience to perceive your brand, there’s a lot of good to be had from also adapting to what your fans want. One of the case studies we were shown was for Lacta, a Greek chocolate brand that noticed a lot of their fans were comparing their loved ones to the candy bar. Lacta decided to embrace this trend by building an app that allowed users to create a chocolate bar with their friend’s name. The messages were shared to the wall with the photo as well as appearing in their photo albums with the person’s name tagged. This simple idea blew up in Greece as over 135,000 users sent nearly 300,000 virtual Lacta bars out to their friends. Unlike many other brands, Lacta saw their fans as an inspirational tool in how to build their marketing efforts. Because they listened to for ideas on how to cater to their followers, they were able to get huge returns on their campaign.
- Think small (in both action and development cost): Many advertisers on Facebook think they should be spending hundreds of thousands of dollars on Facebook to build complex apps (or as I like to call them, microsites that just happen to be on Facebook). They expect that once there, users will go through all of the ridiculous steps that are expected of them. In reality, Facebook is better suited for lightweight actions like the app Lacta chose to build or the creative content Starbucks shares with their fans. It’s fun (not frustrating) and makes you want to like, comment, share and in the case of the Lacta app, do. Instead of spending a lot of your money building complex apps and asking your fans to give back so much in return, build something simple — they’ll be a lot more likely to return the favor. (One of the problems that happens is advertisers spend a lot more money developing apps instead of spending that money to market them on the site. If you don’t pay for media to reach those fans, chances are they won’t see it.)
The Facebook “I’m Lovin’ It” Button (download here)
Taking these two lessons into account, I ended up building a simple Google Chrome extension for McDonalds’ fans on Facebook (although build is too generous a verb — thanks to Ben Schaecter, whoever you are, for posting your source code on GitHub and giving me the opportunity to modify it!).
I was noticing a bit of a trend on a couple of the McDonald’s posts where users were commenting “I’m lovin’ it,” the Mickey D’s-style way of saying “Like” on Facebook.
I thought, wouldn’t it be awesome if I could somehow replace the “Like” with an “I’m Lovin’ It” button? Like with Lacta, it’s a simple idea. More importantly, it isn’t a whole complex ordeal for the user to accomplish on the other end — and, if it was, I only wasted an hour and $5 building the extension.
Even though this idea is simple, there still are a number of flaws with this deliverable — mostly, that it isn’t that social. Users download the extension, but Facebook won’t tell your friends via the News Feed that you downloaded the “I’m Lovin’ It” button for your browser. That means, unless your friends think this is extremely cool and worthy of sharing, there’s a really good chance something like this wouldn’t be seen by others.
(I do think this concept could definitely be adapted into better creative that’s more inherently social and probably not a Chrome extension. However, I knew I could easily build this application as a non-developer and that was extremely important to me. It’s a half-baked idea at best.)
Regardless, I’d be much more willing to try my chances with this low-cost, low-effort extension over a highly expensive microsite on Facebook. Why? Because although a complex app built on Facebook has the automatic functionality of posting to the News Feed and may be cool in concept, if no one wants to use it, nothing will ever get shared. And, because as Lacta, Starbucks and countless others have shown us, simple can be a lot more sticky (and viral) with users — that type of return is the exact reason we all market on Facebook in the first place.