Research: Viral Campaigns, Facebook, Myspace…

I read this study that compares the marketing campaign of Wal-Mart and Target on Facebook and why Target was successful and Wal-Mart not. Here are the things that made Target a successful campaign on Facebook:

Adjust message for Audience: Target adjusted its traditional marketing approach from storytelling to make it fit better with the Facebook audience.
They paid attention to what was being said by having the art directors and interactive designers visit Facebook at least once a day. By visiting social media sites, they became in tune to what the different communities were saying.
Target made sure to talk like Facebook members and not like a typical advertiser.
To help create acceptance of its brand on Facebook, Target kept its online sales pitch low key. They sponsored page and banner ads that were placed elsewhere on Facebook and everything linked to Target’s Facebook page, not its actual site.

Facebook has its own ecosystem that advertisers need to be aware of. In a social network, there are people who join to grab information; those who like to distribute material to others, those who want to simply look around and those who want to shape activity in the group. By looking at the discussion threads Target could identify the people who tended to serve as mentors for future marketing efforts.

Facebook offers a simple step-by-step approach to creating your advertising, making sure we you reach your exact audience and connect real customers to your business. Through this we are able to select our demographic and every little detail about who we are.

Number one thing Facebook requires is COMMUNICATING, not ADVERTISING!

As of late 2007 21% of users on Facebook were under the age of 18.

Cost of a Three month advertising campaign on Facebook usually in the six figures range. But anyone can set up a group for free.

Best group practices on Facebook:
• Understand how similar groups meet/don’t mmet needs already
• Create a unique experience that enables discussion, The Wall, photos, etc.
• Read and respond to comments
• Be transparent about your role and perspective

It costs tens of thousands of dollars for a business to launch a profile on MySpace and have it featured. Typically, the MySpace advertising department won’t even speak to you if your budget is below $50,000

Viral marketing needs to be cool and its gotta be worth forwarding.
Be sure your site is cool, edgy, frequently updated and community-based. Include your audience, and you should be cool with them.

Viral Marketing Keys:
• Provides for effortless transfer to others
• Scales easily from small to very large
• Exploits common motivations and behaviours
• Utilizes existing communication networks
• Takes advantage of others’ resources
• Continually promote
• Track and Analyze
• Offer an incentive