Russell Goldsmith: driving engagement with interactive video – Facebook Marketing 2012
July 18th, 2012 by Adam Tinworth
Russell Goldsmith, Markettiers4DC
Headstream research shows a very different pattern of behaviour around different forms of content on Facebook, as against what is created. Very little video is created – but it’s highly shared.
With Carphone Warehouse, they’d did what they claimed was the first concert streamed only on Facebook, with Eliza Doolittle. With Pampers, they had a baby sleep expert in their studio, and created a live web chat between 8 and 8.30. The “Submit your question” link was overlaid on the stream, and you could enter a competition for a year’s supply of nappies, too. They also created an event and streamed the show into the event. Over 800 fans had said they would attend before the actual show. A video ad ran purely between 8 and 8.30 – the time of the show. When you clicked on the ad, it opened up a Facebook “snowbox” where you could interact with the content. It wasn’t driving traffic to the page.
Stephanie Conlon, MEC
A livestream for The Dictator: Stream from a page reached less than 8,000 people. Through an ad? Millions. Again, the snow box model rather than driving people to a page: 3.5 million unique users within a two hour period.
Russell:
Joanna Lumley livestreaming for M&S on Facebook: 1m fans on the Facebook campaign. They had access to Joanna for an hour. In years gone by, they’d have tried to get radio interviews. Now they had the chance to talk directly to the audience.
Now, can you drive offline purchase through interactive video? There are lots of people developing this type of content. A Jaeger campaign saw a 300% increase in items going into a shopping basket through interactive video. But that’s clothes. How about shampoo? They worked with P&G on Pantene, with makeover videos, with products highlighted. Not a great success – the overlays were an afterthought – and maybe the product was too small for impulse purchases. Consumers prefer it as part of the big shop. So how about couponing?
They targeted Febreze – a small community page with around 15,000 Likes. You watch the video, click on the hotspot, and fill in your details for a coupon – within the video player. And that can work in the newsfeed – and be shared with friends. 92% increase on couple benchmarks. They hit 50% printing coupons. Later campaigns have hit 67% with 55% redemption rate – and they can track that entire process. At the moment you have to buy media space to get your coupon out. You rely on people cutting it out. However if people are actively printing it out, they’re more likely to actually redeem it.
Tags: #fbkm12, coupons, interactive content, interactive videos, promotion, streaming video, videos