Facebook..Does it need any introduction in today’s digital era? I guess not. A social networking platform with more than 1.23 billion registered users must be already well-known across the world.
Because of its whopping number of registered users (i.e. almost one fifth of the world population), Facebook has become a social media platform that is central to the marketing strategy of almost every business across the globe.
Unlike traditional means of advertisement such as Television, Radio, Newspaper etc., Facebook has turned out to be a very cost-effective means of reaching target audience. It is a platform using which many businesses and brands have been able to create enormous brand awareness amongst their target audience that, in turn, has resulted in increased market share for such businesses.
While a large number of businesses adore Facebook for great business results, few B2C businesses condemn Facebook for not being able to reap any benefit for them. The question which such few businesses need to consider is if they have made use of available Web Apps on Facebook to add more utility to their Facebook page for their fans. Simply put, businesses or anyone trying to promote ideas, products and services need to customize their Facebook page using Apps to make it more engaging for their fans.
This article would run you though some free Facebook Apps which you can incorporate into your Facebook page to make it more meaningful and interesting for your fans.
Youtube is the most popular video site on the internet. Hence, many entrepreneurs or businesses make use of Youtube to reach out to their target audience to promote their ideas or products or services. Imagine what would happen if your Facebook fans could watch all of your Youtube videos on Facebook itself? Obviously, the multiplying effect would take place. The Facebook fans would engage with your brand more by being able to like, share and comment on your Youtube videos.
Youtube Tab App would let you do exactly the same. Using this app, you can integrate your Youtube page into your Facebook fan page, thereby allowing your Facebook fans to better engage with your brand. After installing this easy-to-use app on your Facebook page, you could customize it to meet the specific needs of your brand.
Used by more than a million users, Static HTML iFrame App provides you with the ability to create customized iFrame tabs on your Facebook page for free. With the help of HTML experts, you can create your unique tab to provide your fans or potential clients a great deal of experience in relation to your brand on Facebook.
This free App lets you create a tab on your Facebook page for a Twitter account (related to your brand). You can choose to show only selected tweets to your Facebook fans by applying hashtag or search term filter. It also gives an opportunity for your Facebook fans to be your followers on Twitter, thereby expanding your reach in the Twitter world.
You can incorporate another free app called Instagram Tab into your Facebook page to display gallery view of your Instagram content. Using this easy-to-use app, you can show either all of the photos using individual username of any Instagram account or selected photos using any specific Hashtag. Like ‘Tweet Feed For Pages’ App, ‘Instagram Tab’ App also gives your fans a chance to be your followers on your brand’s Instagram account.
Are you trying to gain followers on the Pinterest account for your brand? How about introducing your Facebook fans to your pins and pin boards on your brand’s Pinterest account via Facebook itself? Do you reckon it would help? Many businesses say that it would. In fact, most of the businesses have availed themselves of this free App that helped them increase their number of followers on Pinterest and enhance level of engagement with their fans on Facebook simultaneously. Installation of this app is absolutely free and easy.
Denmark was recently promoted as a lucrative destination for higher studies and work by Copenhagen Capacity (a Danish institution that helps companies achieve their re-location or expansion objectives free-of-charge) and Youth Goodwill Ambassador (YGA) Corp through a chain of informational events on 29th and 30th March, 2014 at Chennai.
In order to make the events successful over the weekend (i.e. 29th and 30th March, 2014), CC and YGA needed a digital marketing agency that could help them:
- Craft an effective content strategy that was able to create awareness about Denmark, its high quality education and informational events;
- Create a Facebook community that targeted Indian audience from ICT and life science sectors; and
- Generate a database of prospective students for future engagements.
Digital Escalator International was up for the challenge. Hence, it took the opportunity to help CC and YGA overcome their digital marketing challenges over a period of two months (i.e. 3rd February, 2014 – 3rd April, 2014) in the following manner:
Event poster was created and emailed to 130 participating academic institutions in Tamilnadu to create awareness about the events. Reminder emails were scheduled to be sent 48 hours and 8 hours before the events were due to start with a view to increasing the total number of attendees.
Not only did the emails have information about the scheduled events over the weekend, but the emails also contained some useful links for the students to go through.
Post-event follow-up emails were also sent to the attendees in order to get feedback about their overall experience with a view to improving future events.
Relevant communities were identified on Facebook that could help spread the word about the events. Hence, the administrators of such groups were consulted and requested to spread information related to Danish events among their group members. The administrators of the relevant groups were very supportive and helpful in doing the needful.
Facebook Community Growth and Engagement
When handed over the project, the Facebook page of ‘Study In Denmark –India’ had about 350 fans in total and it was agreed to help CC and YGA grow their fan base of the Facebook page to 5000 fans over a period of 2 months.
Using a series of creative, entertaining and informative posts and regular ad promotions, the total number of Facebook fans for the page was increased to well beyond 5400 over a period of two months.
Creative and beautiful designs were used to put across the idea of ‘Study In Denmark’ to prospective Indian students over a period of two months, and such pieces of content proved to be really effective in drawing attention of the masses.
Facebook Events, Facebook Ads and Eventbrite were used to get the prospective students registered for the events. Of all the registration platforms, Facebook Event (and posts related to events) turned out to be really effective one. Names, Email Ids and Phone Numbers were collected via registration process for future engagement purposes.
Humongous awareness about Denmark, its education and Danish events was created amongst Indian students in Chennai through a series of emails, Facebook posts and ads.
As a result of consistent Facebook posts and ads, 5400+ Facebook fans were generated over a period of two months.
More than 60 queries and 30 queries were received from prospective students via Facebook and email respectively over the two-month period. The students showed their deep interest in pursuing any course or career in Denmark. So much of interest in only one part of India showed to CC and YGA that India could be a potential market for Danish Educational Institutions. Using the right channels and strategy, Danish Universities could certainly increase the number of Indian students in Denmark.
More than 230 interests for the events were registered as a result of using of Facebook Event (posts), Facebook Ads and Eventbrite. Hence, CC and YGA had contact details (Name, Email ID and Phone Number) of fairly good number of prospective students to follow up on.
In the end, the project was a big success for all the parties concerned. What needs to be learnt from this case study is the fact that digital marketing is not an option in this digital era. Rather, it has become necessity for businesses that want to succeed by leaps and bounds in this competitive world.