How Atlas Prepared for Black Friday
Today is November 25, which means you can only hear from everywhere: “discounts, discounts, discounts”. In the USA, they like and wait for the Christmas sale - after all, only this way you can get expensive equipment twice cheaper; in Russia, shares are still cautious about stocks - often, before discounts, the cost of goods is first overestimated, and ultimately you can get “discount” products at a normal price or even more.
We are against such an approach, but it is not interesting to distribute discounts just like that. Therefore, this year we decided to transfer all the power to theadvice of users. Let them decide for themselves at what price to buy a genetic test, but for now we will buy popcorn and watch the live broadcast on Facebook .
We always liked how Black Friday guys from Madrobots spend . They chose an interesting mechanic: users share information about the action in the social network and thus increase the discount. And recently we saw how Behance conducted an online vote using the Facebook Live tool. Then we remembered the approaching sale, and the puzzle was formed: we decided to hold an online vote for the price of a genetic test. We will get an organic coverage of the publication and sales growth, our users - the opportunity to buy a genetic test at a big discount, maybe even for a ruble.
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So, we have prepared Live-video on Facebook, where users live can control the price of the test. Normal Like reduces the price for 1 ₽, "heart" - minus 5 ₽, smile - plus 10 ₽. So harm will struggle with prudence, and everyone will be able to participate - even “trolls” who want to increase the price.
In case the users reduce the price to 1 Zr and buy all the tests, we introduce an artificial restriction: you can buy only 30 tests for the promotion. The action turns into a real gamble - you can’t just wait until the price drops, you need to still have time to buy a test, while the promotional code is still valid.
All purchases are made on the website of the genetic test for promo code BF2016. As soon as a “like” or “heart” reduced the price, our backing will know about it automatically.
The picture itself for the broadcast is the site from which requests are being sent to Facebook about the current status of the likes and to the Atlas back-up - the number of remaining tests.
Need to:
We develop design, typeset and lay out the site. The code is open.
The site gets the settings via GET parameters. This is necessary in order to quickly restart the site in the broadcast. We learn the ID of the post only after the publication of the video. And from FB we receive data in one call to the API every 1 second.
From the site "Atlas" we obtain data on the remaining tests and set the price for the test.
Everything is ready to set up the broadcast.
We create broadcast in.
Remember Stream Key.
We configure OBS for broadcast in Facebook, we add Stream Key from the last item.
We configure OBS to take data from our site.
Getting started. Click Start Streaming in OBS and GoLive in FB
We have published a post. Our task is to find his ID and transfer it to the site so that the likes are considered correct. The post will have a link like: www.facebook.com/atlasbiomed/videos 573179342889355 /, then post_id = 573179342889355
We insert the correct link in OBS, and everything starts to work .
We plan to sell today 30 genetic tests, and the price depends only on users. After the test will expire, we will freeze a 10% discount for promo code BF2016 until the end of the day.
We cannot promote the post during the live broadcast, but we can find the most loyal audience, tell about the action and motivate to buy the test exactly today.
We divided people into several segments:
There’s nothing much to experiment with, so let's do simple retargeting, which reminds us that Black Friday is today, and there is a great chance to buy a test with a good discount.
I think one post about marketing in this blog will be enough for you to understand how we work. For a good product is a strong marketing, otherwise nothing.
Most likely, you will be pursued all day by our advertising. There is an easy way to get rid of it - buy a test and get into the exclusion lists! :)
We are against such an approach, but it is not interesting to distribute discounts just like that. Therefore, this year we decided to transfer all the power to the
We always liked how Black Friday guys from Madrobots spend . They chose an interesting mechanic: users share information about the action in the social network and thus increase the discount. And recently we saw how Behance conducted an online vote using the Facebook Live tool. Then we remembered the approaching sale, and the puzzle was formed: we decided to hold an online vote for the price of a genetic test. We will get an organic coverage of the publication and sales growth, our users - the opportunity to buy a genetic test at a big discount, maybe even for a ruble.
')
Mechanics
So, we have prepared Live-video on Facebook, where users live can control the price of the test. Normal Like reduces the price for 1 ₽, "heart" - minus 5 ₽, smile - plus 10 ₽. So harm will struggle with prudence, and everyone will be able to participate - even “trolls” who want to increase the price.
In case the users reduce the price to 1 Zr and buy all the tests, we introduce an artificial restriction: you can buy only 30 tests for the promotion. The action turns into a real gamble - you can’t just wait until the price drops, you need to still have time to buy a test, while the promotional code is still valid.
All purchases are made on the website of the genetic test for promo code BF2016. As soon as a “like” or “heart” reduced the price, our backing will know about it automatically.
The picture itself for the broadcast is the site from which requests are being sent to Facebook about the current status of the likes and to the Atlas back-up - the number of remaining tests.
Restrictions
- If you access the FB API too often, you may get banned. Therefore, we very carefully access the API once per second.
- The length of the FB Live broadcast is a maximum of 4 hours. We'll have to restart the broadcast and store somewhere current discount. Unless, of course, in four hours everything is sold out.
- FB Live post can not be put on advertising. Only count on organic coverage.
What we need
- OBS Studio and OBS Studio Browser plugin for live streaming to FB.
- pages.github.com for quick publishing site, we need https
Getting started
- We need somewhere to host the site, plus that was https - these are the requirements of Facebook. The easiest way is to create a page in github, which we did. The site immediately became available at atlasbf2016.imtqy.com
- First you need to understand how to get data about the number of likes to post. To do this, we need to have a token with which we could access the FB API.
Need to:
- Register at developers.facebook.com .
- Create a new application and specify the address of the site in App Domains.
- In the platform add the WEB with the site address.
- Make the application visible to the public.
- On the developers.facebook.com/tools/accesstoken page, write the token
We develop design, typeset and lay out the site. The code is open.
The site gets the settings via GET parameters. This is necessary in order to quickly restart the site in the broadcast. We learn the ID of the post only after the publication of the video. And from FB we receive data in one call to the API every 1 second.
From the site "Atlas" we obtain data on the remaining tests and set the price for the test.
Online streaming
Everything is ready to set up the broadcast.
We create broadcast in.
Remember Stream Key.
We configure OBS for broadcast in Facebook, we add Stream Key from the last item.
We configure OBS to take data from our site.
Getting started. Click Start Streaming in OBS and GoLive in FB
We have published a post. Our task is to find his ID and transfer it to the site so that the likes are considered correct. The post will have a link like: www.facebook.com/atlasbiomed/videos 573179342889355 /, then post_id = 573179342889355
We insert the correct link in OBS, and everything starts to work .
Plans
We plan to sell today 30 genetic tests, and the price depends only on users. After the test will expire, we will freeze a 10% discount for promo code BF2016 until the end of the day.
How to promote?
Fb
We cannot promote the post during the live broadcast, but we can find the most loyal audience, tell about the action and motivate to buy the test exactly today.
We divided people into several segments:
- Visitors to the site who have not made a purchase
- Subscribers to our Facebook page.
- Facebook users who recently liked our posts. This is Facebook innovation, and we will bet on it.
Google Adwords, Yandex.Direct
There’s nothing much to experiment with, so let's do simple retargeting, which reminds us that Black Friday is today, and there is a great chance to buy a test with a good discount.
Afterword
I think one post about marketing in this blog will be enough for you to understand how we work. For a good product is a strong marketing, otherwise nothing.
Most likely, you will be pursued all day by our advertising. There is an easy way to get rid of it - buy a test and get into the exclusion lists! :)
Source: https://habr.com/ru/post/399415/
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