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How to achieve results on       Facebook      Arthur Hoogeveen
The life of a Dutch Facebook user4M       6m                                                                              ...
Huge Growth and Engagement5.24 m monthly active users3.7 billion monthly page views30 % penetration of the online populati...
Demographics
Facebookthe social ecosystem
Open Graph (Your Website)                        Social Ads                              News Feed                        ...
How does the viral effect work?Facebook offers powerful viral opportunities                           BRAND       Bought M...
Facebook AdsKick-start the viral effect
The effectiveness of Facebook Ads        http://mashable.com/2010/10/18/facebook-brands-likes-study/
Social Ads
Engagement adsLike Ad           Comment Ad   Polling AdEvent Ad
Targeting
ReachblocksThe Facebook equivalent of a Homepage takeover?Reach every Dutch Facebook user over 24 hours                   ...
Voorbeeld: GroenlinksEen ruime variatie van teksten en afbeeldingen om  interesses van specifieke doelgroepen te bereiken ...
Simpel en effectief
The Facebook Page
Facebook PagesMuch more than just a wall...   time to get creative!                                                       ...
Why invest in a Facebook page?-   Take your message to where your customers already are!-   Harness the power of viral mar...
Use of wall posts – Triodos Bank                •   Types of project that Triodos support                •   Responding to...
Fanpage: Organic Impressions90,000                                          2,000,00080,000                               ...
The Value Of A Fan                                                                                        A brand can     ...
Top Tips for a great Facebook Page•   Give your page a clear purpose•   Define your strategy•   Page should be fun, useful...
ApplicationsStimulate the viral effect and engage users
Fan Aquisition
John Frieda – Fun and Functional
T-Mobile PleinFacebook helps customers                           ©Info.nl 2011
ING NederlandFacebook helps customers
ABN AmroGive users options
ASBCustomer Convenience
A bank branch inside Facebook!
10000                                                                    15000                                            ...
Conversational CalendarFacebook as part of your overall marketing                   mix
Facebook is for life, not just for Christmas                                                                              ...
Sample Calendar                                                         2011               JANUARY                        ...
All in 1 SocialEffective community management for        Facebook and Twitter
All in 1 Social
Get a competitive advantage
So, to summarize…
How to activate and engage fansIgnite attention by driving trafficFacebook adsBoost engagement and the viral effectFaceboo...
arthur@info.nl                                     ?                          Questions? Get in touch!Info.nl provide Face...
Performance 2011 - Arthur Hoogeveen - Info.nl
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Performance 2011 - Arthur Hoogeveen - Info.nl

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  • Voorbeeld van een advertentie campagne.Wij creeeren een ruim aantal verschillende ads, waarbij elke ad zich richt op een zeer specifieke doelgroep. Voor bijvoorbeeld Vrienden van Amstel kun je een Ad met een foto van Roel van Velsen richten op iedereen die Roel van Velsen leuk vindt. Door een divers aantal advertenties te gebruiken, allen gericht op een zeer specifieke doelgroep krijg je een optimaal resultaat. Niet alleen in het aantal clicks, maar vooral ook in de waarde van deze clicks (daadwerkelijjk geinteresseerden).
  • Almost 2M organic Impressions served over 3 Months. Pathé uses a constantly relevant post strategy, few users hide Pathé from their Newsfeeds, resulting in an excellent number of impressions served for every post (peaks of 68.000 Organic Imps per day among fans).
  • Product Launch
  • Clear fan acquisition pattern: fans are acquired through ads and viral effect produced by fan engagement on applications. The phases of heavy fan acquisition are clearly visible in the acquisition peaks and they Correspond to the campaign periods. The latest times (October) show how, as the fan number grow, there is a natural, more marked, viral effect that leads to additional fan growth.
  • Transcript of "Performance 2011 - Arthur Hoogeveen - Info.nl"

    1. 1. How to achieve results on Facebook Arthur Hoogeveen
    2. 2. The life of a Dutch Facebook user4M 6m 5.24+ from profile to stream2M 4m now I can read Dutch hello world! (2007)M Ja Ja Ja Ju Ju Ju Ju O O N N N D D D Fe M M Se Fe M M Se Fe M A A A A Source: Facebook internal data, Oct 2011 Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
    3. 3. Huge Growth and Engagement5.24 m monthly active users3.7 billion monthly page views30 % penetration of the online population58 % of users return to the site daily93 average number of friends1.8 m users access on their mobile82 % of users come back every week
    4. 4. Demographics
    5. 5. Facebookthe social ecosystem
    6. 6. Open Graph (Your Website) Social Ads News Feed News feed News feed Facebook pages Applications
    7. 7. How does the viral effect work?Facebook offers powerful viral opportunities BRAND Bought Media Earned Media Owned Media
    8. 8. Facebook AdsKick-start the viral effect
    9. 9. The effectiveness of Facebook Ads http://mashable.com/2010/10/18/facebook-brands-likes-study/
    10. 10. Social Ads
    11. 11. Engagement adsLike Ad Comment Ad Polling AdEvent Ad
    12. 12. Targeting
    13. 13. ReachblocksThe Facebook equivalent of a Homepage takeover?Reach every Dutch Facebook user over 24 hours • 5,333,333 impressions • 1,500,000 unique users
    14. 14. Voorbeeld: GroenlinksEen ruime variatie van teksten en afbeeldingen om interesses van specifieke doelgroepen te bereiken en optimaal resultaat te behalen
    15. 15. Simpel en effectief
    16. 16. The Facebook Page
    17. 17. Facebook PagesMuch more than just a wall... time to get creative! ©Info.nl 2011
    18. 18. Why invest in a Facebook page?- Take your message to where your customers already are!- Harness the power of viral marketing- Fans are your brand ambassadors- Keep your business top of mind- See what users react best to- Communicate with your customers- Control brand perception
    19. 19. Use of wall posts – Triodos Bank • Types of project that Triodos support • Responding to user reactions • Promotes openess with fans • Results in great interactions
    20. 20. Fanpage: Organic Impressions90,000 2,000,00080,000 1,800,000 1,600,00070,000 1,400,00060,000 1,200,00050,000 1,000,00040,000 800,00030,000 600,00020,000 400,00010,000 200,000 - - Stream Imps Total Stream Imps.
    21. 21. The Value Of A Fan A brand can broadcast a message to all of A user is 25% more likely A user is 4.5 times as likely their fans at any Engagement ads drive time for free. traffic directly to your to click on an ad with to click on an organic story Facebook Page social context. than a paid for impression. These could be special offers, general conversations etcLike and can driveAd users directly to the point of sale. Domino’s Pizza Organic impressions drive traffic to your page More Fans = More Sales Users can be driven to the point of sale directly from the page By clicking ‘like’ a user makes a connection with your brand. This causes a social action which will be seen by 5% of their friends in their newsfeed
    22. 22. Top Tips for a great Facebook Page• Give your page a clear purpose• Define your strategy• Page should be fun, useful and shareable• Use applications, games and competitions to add depth• Provide ‘fan only’ content• Include plenty of links to your website• Use Facebook Ads to gain fans quickly• Make regular and relevant status updates• Keep content on your page fresh• Ask your fans what they want to see!
    23. 23. ApplicationsStimulate the viral effect and engage users
    24. 24. Fan Aquisition
    25. 25. John Frieda – Fun and Functional
    26. 26. T-Mobile PleinFacebook helps customers ©Info.nl 2011
    27. 27. ING NederlandFacebook helps customers
    28. 28. ABN AmroGive users options
    29. 29. ASBCustomer Convenience
    30. 30. A bank branch inside Facebook!
    31. 31. 10000 15000 20000 25000 5000 0 4/1/10 4/8/10 4/15/10 4/22/10 Campaign 1 4/29/10 5/6/10 5/13/10 5/20/10 5/27/10 6/3/10 6/10/10 6/17/10 Campaign 2 6/24/10 7/1/10 7/8/10Total Fans 7/15/10 7/22/10 7/29/10Daily Fans 8/5/10 8/12/10 Campaign 3 8/19/10 8/26/10 9/2/10 9/9/10 9/16/10 9/23/10 9/30/10 10/7/10 Campaign 4 Real growth following campaigns 10/14/10 10/21/10 10/28/10 0 100 200 300 400 500 600
    32. 32. Conversational CalendarFacebook as part of your overall marketing mix
    33. 33. Facebook is for life, not just for Christmas Multiple 40000 Mix in Facebook- 1000 Commit internal campaigns keepPlan Facebook in only campaigns resources within user 900advance, have a 35000 plus current your company to interest, and6 month strategy marketing manage the page your brand top 800 initiatives 30000 of mind 700 25000 600 20000 500 400 15000 300 10000 200 5000 100 0 0 4/1/10 5/1/10 6/1/10 7/1/10 8/1/10 9/1/10 10/1/10 11/1/10 12/1/10 1/1/11 2/1/11 Total Likes Daily New likes
    34. 34. Sample Calendar 2011 JANUARY FEBRUARY MARCH S M T W T F S S M T W T F S S M T W T F S 1 1 2 3 4 5 1 2 3 4 5 2 9 3 10 4 11 Page Start-up 5 12 6 13 7 14 8 15 6 13 7 14 8 15 9 16 10 17 11 18 12 19 6 13 Product Launch – 7 14 8 15 9 16 10 17 11 18 12 191623 17 24 18 25 4 week Fan aquisition 19 26 20 27 21 28 22 29 20 27 21 28 22 23 24 25 26 20 27 new product-specific 21 28 22 29 23 30 24 31 25 2630 31 campaign campaign APRIL MAY JUNE S M T W T F S S M T W T F S S M T W T F S 1 2 1 2 3 4 5 6 7 1 2 3 4 310 4 11 5 12 6 13 Mothers’ 7 14 8 15 9 16 8 15 9 16 10 17 11 18 12 19 13 20 14 21 New store launch – 5 12 6 13 7 14 8 15 9 16 10 17 11 1817 18 19 20 Day 21 22 23 22 23 24 25 26 27 28 19 Facebook 20 21 22 23 24 2524 25 26 27 28 29 30 29 30 31 26 27 28 29 30 campaign deals/campaign JULY AUGUST SEPTEMBER S M T W T F S S M T W T F S S M T W T F S 1 2 1 2 3 4 5 6 1 2 3 3 4 5 6 7 8 9 7 8 9 10 11 12 13 4 5 6 7 8 9 101017 Open Gaph 11 18 12 19 13 20 14 21 15 22 16 23 14 21 Summer sale – 15 22 16 23 17 24 18 25 19 26 20 27 11 18 12 19 13 20 14 21 15 22 16 23 17 24 Implementation2431 25 26 27 28 29 30 28 in-store and online 29 30 31 25 26 27 28 29 30 OCTOBER NOVEMBER DECEMBER S M T W T F S S M T W T F S S M T W T F S 1 1 2 3 4 5 1 2 3 2 3 4 5 6 7 8 6 7 8 9 10 11 12 4 5 6 7 8 9 10 9 Fan Aquisition 10 11 12 13 14 15 13 14 15 16 17 18 19 11 Christmas 12 13 14 15 16 171623 17 24 campaign - 18 25 19 26 20 27 21 28 22 29 20 27 21 28 22 29 23 30 24 25 26 18 25 19 20 campaign 26 27 21 28 22 29 23 30 24 3130 competition 31
    35. 35. All in 1 SocialEffective community management for Facebook and Twitter
    36. 36. All in 1 Social
    37. 37. Get a competitive advantage
    38. 38. So, to summarize…
    39. 39. How to activate and engage fansIgnite attention by driving trafficFacebook adsBoost engagement and the viral effectFacebook pages and applicationsOffer relevant promotions & servicesGive users a reason to interactManage your community effectivelyReach your KPI’s through analysis
    40. 40. arthur@info.nl ? Questions? Get in touch!Info.nl provide Facebook strategy, build apps and run media campaigns. We deliver real results on Facebook. !
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