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Presentation of Info.nl: How to achieve results with facebook. - Daan Bolder.

Presentation of Info.nl: How to achieve results with facebook. - Daan Bolder.
Presented during the GX Webinar on November 17th 2011.

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  • Almost 2M organic Impressions served over 3 Months. Pathéuses a constantly relevant post strategy, few users hide Pathéfrom 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.

Gx seminar nederland Presentation Transcript

  • 1. How to achieve results on Facebook Daan Bolder
  • 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. Huge Growth and Engagement5.24 m monthly active users3.7 billion monthly page views35 % penetration of the online population58 % of users return to the site daily112 average number of friends1.8 m users access on their mobile82 % of users come back every week
  • 4. Demographics Gender Age 13% 38% 13%49% 51% 13-17 18-24 36% Females 25-35 Males 36+
  • 5. Facebookthe social ecosystem
  • 6. Open Graph (Your Website) Social Ads News Feed News feed News feed Facebook pages Applications
  • 7. How does the viral effect work?Facebook offers powerful viral opportunities BRAND Bought Media Earned Media Owned Media
  • 8. Facebook AdsKick-start the viral effect
  • 9. The effectiveness of Facebook Ads http://mashable.com/2010/10/18/facebook-brands-likes-study/
  • 10. Social Ads
  • 11. Engagement adsLike Ad Comment Ad Polling AdEvent Ad
  • 12. Targeting
  • 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. The Facebook Page
  • 15. Facebook PagesMuch more than just a wall... time to get creative!
  • 16. 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
  • 17. Use of wall posts – Triodos Bank • Types of project that Triodos support • News about banking and ethics • Responding to user reactions • Promotes openess with fans
  • 18. 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.
  • 19. 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
  • 20. 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!
  • 21. ApplicationsStimulate the viral effect and engage users
  • 22. Fan Aquisition
  • 23. John Frieda – Fun and Functional
  • 24. Saxo Forex - Resourceful
  • 25. BVA – Driving Sales
  • 26. Coca-ColaBrand Perception
  • 27. ABN AmroGive users options
  • 28. T Mobile PleinFacebook helps customers
  • 29. ASBCustomer Convenience
  • 30. A bank branch inside Facebook!
  • 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. Open GraphUse social-plugins to boost the viral effect
  • 33. Overview of Social PluginsLike anything, anywhere Updates That page can also keep you updated through your News Feed. Your friends Find out what your friends have liked, shared and commented on through the Activity Feed and Recommendations social plugins. These new plugins offer you the same control over what you can see and share as you already have on Facebook
  • 34. Make social stories from your website
  • 35. Like Box
  • 36. Social PluginsFacebook functionality to enhance your website Like Button Activity Feed Recommendations Like Box Login Button Facepile Comments Live Stream
  • 37. Conversational CalendarFacebook as part of your overall marketing mix
  • 38. 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
  • 39. 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
  • 40. So, to summarize…
  • 41. 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
  • 42. Daan@info.nl www.facebook.com/infonl ? Questions? Get in touch!Info.nl provide Facebook strategy, build apps and run media campaigns. We deliver real results on Facebook. !