http://www.snapapp.com Nearly 1/2 of Facebook's 800M members access the social site through their mobile devices. But, most brand pages haven't optimized their special promotions and content for the mobile viewer. This guide takes a look at Facebook's mobile limitations and offers some advice for optimizing interactive content for the mobile viewer.

1. Mobile
Matters
for
Facebook
Marketers

2. MOBILE MATTERS FOR FACEBOOK
If you’re thinking of running an interactive quiz,
contest or promotion on Facebook, there is
something additional you should be considering.
Mobile Traffic.
You may be inclined to think mobile isn’t
mainstream, or perhaps you believe that your target
audience uses desktops or laptops. Think for a
moment, though, about your own habits.
Do you own a mobile phone or tablet? Do you have the Facebook App installed on your cell
phone? If so, how often do you log in?
Consider these trends:
44% of Facebook’s
5.3 BILLION people 91% of all mobile 44% member base access
are mobile subscribers. internet use is
the site through
That is 77% of the WORLD. “social” related
their mobile devices
Projections shared in a Digital Buzz blog post estimate that by 2014, mobile internet usage
will overtake desktop. That is just 2 years away. So what’s the lesson for marketers –
especially those on Facebook? Odds are that your target audience does include mobile
visitors, and your Facebook marketing needs to reflect this. In this guide, we’ll explore the
special mobile considerations you should be making now with your Facebook marketing in
order to properly address this audience’s needs and ensure that they have a consistent and
positive experience with your brand.
Specifically, we’ll review:
• How your visitors find you • How experience differs by access point
• Questions to answer to identify potential gaps in mobile strategy
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3. UNDERSTANDING HOW YOUR VISITORS FIND YOU
Even with tremendous mobile traction, Facebook has some mobile
limitations that marketers should keep in mind. In particular, the
Pre-Timeline Tabs
limitations are related to the way mobile Facebook users experience
custom iFrame apps which live on your company page. On March 30,
2012 Facebook released Timeline layout for brand pages. This resulted
in a change to the location of special iFrame Apps which were
previously located on the left hand side-bar on something called a
“tab”. iFrame Apps, like a “Welcome” landing page, a coupon app, or a
lead generating quiz or sweepstakes are now found under a company’s
cover page in an area called “favorite apps”. To understand the way that
Facebook mobile works, let’s walk through the visitor experience for
each of the ways someone could reach your Facebook page and/or
your Favorite Apps.
There are 3 main ways visitors will access your Facebook page or Tab:
On a desktop/laptop On a tablet / smartphone On a tablet / smartphone
through their browser through their browser through their browser
Facebook Main Site (www.facebook.com) Facebook Mobile Site (m.facebook.com) Facebook Mobile App
For experience and functionality purposes, options 2 and 3 can be considered the same, but it is important to understand the
nuances of the term “mobile traffic” – which can be used to describe two different Facebook access points.
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4. DESKTOP VISITORS
We’ll begin by walking through what viewers will see when they visit your Facebook Page
from a desktop. We’ll use SnapApp’s Facebook Page as our example scenario to illustrate
how it works. Prior to the Timeline upgrade, brands could choose to select a custom
default tab (now Favorite App) as the greeting for any first time visitors to your page. With
Timeline, you can no longer select a default tab so engagement with your promotional
content or app will rely on 2 things. 1) Selecting a Favorite App icon that is visually
appealing and will incite clicks and 2) pinning or starring the content on your page so that
it has more visual real-estate on your Timeline.
Below is an example of how all desktop visitors will experience the SnapApp Facebook
page. You’ll notice that our Favorite Apps include a couple different types of apps
including a Welcome Page, an Engagement Quiz and often times a Sweepstakes that we’ve
created using the SnapApp platform. Desktop visitors have a full range of options to
navigate through our Facebook page, our wall and our Favorite Apps.
Example of a SnapApp
Personality Quiz promoted as a
Favorite App
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5. MOBILE SITE & APP VISITORS
Prior to the Timeline upgrade for brand pages, when
mobile device users attempted to access the mobile
version of Facebook’s site, tabs were not available at all.
In Timeline, the Facebook provisioned apps like photos,
videos and “likes” will still appear on the mobile site.
However, Favorite Apps that are custom created
iFrames will not be visible or available.
Instead, mobile visitors will land on the wall which
requires an additional marketing strategy to engage
them with your apps. This is where Facebook Mobile
optimization, In News-Feed Question and Answering
and direct to wall posting are important. Here’s an
example to illustrate how these features work. To draw
attention to our, “How Effective is Your Facebook
Strategy” quiz, we’ll post a link to the quiz on our
wall. Mobile visitors can then click to answer the first
question that they see in the wall feed. Once they
do, SnapApp detects that they are viewing on a
mobile device and will redirect them to a mobile
optimized Facebook branded micro-site where they
can fully engage with the quiz questions as well as
“like” and share. When the content is shared, the In
News-Feed Q&A feature also customizes the share
text to include the first question and answers which
drives greater interaction with friends of your fans.
These features give us the ability to promote our
Favorite Apps which would otherwise be blocked to
the mobile viewer, as well as the capacity to optimize
the experience for the mobile viewer so we increase
our odds of capturing that conversion and
engagement.
855-Snap-App

6. It is important to know that many vendors
do not have the capability to detect mobile
traffic at all.
Without mobile optimization functionality in place, the mobile visitor would either
not be aware that your custom Favorite App exists, or if they were to click on a
shared link promoting your app, they would receive an error message or be
redirected back to your wall posts never seeing the content they intended to
view. This results in a confusing and frustrating experience for both the user and
the brand. Take a look at the example below to get a sense for what your
audience would experience in this scenario.
This is the user experience generated by other
vendors who DO NOT have mobile visitor
detection, or Facebook mobile capabilities.
In addition, some vendors offer only a limited Facebook mobile
solution with just one or two types of content that will work for
mobile. This seems a bit limiting and backward: Isn’t it better to
choose the best possible engagement type to achieve your
marketing goals and then know that you have a vendor with a
solution that will work?
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7. REFERRAL VISTORS & SHARED LINKS
An additional way your Facebook marketing campaign benefits from mobile
optimization is with referral visitors. The inherent sharing nature of Facebook and
additional reach achieved through exposure in the Ticker and Timeline features of
Facebook mean many visitors will find your Facebook page and Favorite Apps through
their friends. Again, since we know that almost half of Facebook’s users login via mobile
devices, we can assume that a high proportion of your newly reached audience will also
be mobile visitors. Think about those first impressions and consider what you want that
experience to be. Would you be more or less likely to seek out a brand (or like their
page) if your first experience with them led to a dead end? This is where SnapApp’s
mobile detection can make a lasting difference for your brand.
MANAGING MOBILE TRAFFIC
CONSIDERATIONS FOR FACEBOOK
Before you select a vendor, or begin work yourself on creating an interactive
Facebook app, think about what your desired experience is for your mobile
viewers. What should they see? How should it look & work? Once you’ve
thought that through, ask yourself these additional questions to ensure that the
experience will be maintained with whichever vendor you select.
Will visitors be able to view and engage with my app when they
visit my app URL from a mobile device?
Will it be easy to see and interact with my app in a mobile device
window/browser?
Will my app be optimally sized for any device? Meaning it does
not require users to scroll, or resize before they can really
interact with it.
If you answered no to any of these questions, you may be risking conversion rate and
brand experience with your mobile audience. SnapApp’s Facebook Mobile Optimization
features automatically detect when a visitor is from a mobile device and can minimize
these risks by serving up the best user experience for device type.
855-Snap-App

8. THE RESULT
By optimizing your Facebook interactive quizzes, contests and promotions for
mobile viewers, you can significantly increase the engagement and conversion
success of your campaign by capturing mobile visitors who both come directly
to your Facebook page to interact with your content, as well as the mobile
traffic which is referred to your page through social sharing features, in
News‐Feed engagements, and Ticker & Timeline appearances. Ignoring this
audience or providing them with a less than optimal experience would be
detrimental not only to your Facebook marketing efforts, but also to your
overall brand experience.
EMAIL PHONE TWITTER FACEBOOK
info@snapapp.com 1–617–923–0000 @snap_app facebook.com/
snapapp
1–855–SNAP–APP
WHY SNAPAPP?
SnapApp is a marketing platform that empowers brands, publishers and agencies to foster conversations
across the web, social and mobile, that build brand affinity, connect, educate, entertain and drive sales. With
the SnapApp platform, you create engaging sweepstakes, quiz apps and landing pages that can be shared on
your Facebook page, website, blog and in ad units. Using SnapApp content on Facebook will help to
monetize your social lead generation, extend your reach through viral sharing activities and drive higher
engagement with your hard-earned Facebook community. Learn more at www.snapapp.com
SNAPAPP’S FACEBOOK SPECIFIC FEATURES INCLUDE:
• Facebook mobile optimization • In News Feed Questions & Answers
• Facebook connect integration • Rich Analytics to track your apps performance
• Multiple app support (run many apps at the same time) • Multiple engagement types: quizzes, polls, surveys,
sweepstakes and more
SnapApp.com | info@snapapp.com | 1-617-923-0000 | facebook.com/SnapApp | @snap_app
Brought to you by Pangea Media
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