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Kennissessie Facebook (29 november 2012)
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Kennissessie Facebook (29 november 2012)

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Presentatie van de Kennissessie Facebook bij Info.nl.

Presentatie van de Kennissessie Facebook bij Info.nl.


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  • 1. Kennissessie Facebook29 november December 5, 2012
  • 2. Programma§  Introductie§  De case bol.com op Facebook + Q&A §  Jeroen Sitskoorn + Arthur Hoogeveen§  The Facebook toolkit §  Catriona Paton, 77 Agency§  Introducing The Social Machine §  Stefano Bonaventura§  Borrel twitter: #lab December 5, 2012
  • 3. Wij helpen u de juiste keuzes makenDe context van uw klanten verandert December 5, 2012
  • 4. Info.nl verbindt al 18 jaar merken met mensen December 5, 2012
  • 5. Omzetten van uw doelstellingen Zorgen voor conversiegerichte Ontwerpen en ontwikkelen vanin online resultaat user experience bij alle kanalen mobiele sites en appsRealiseren van hoogwaardige Zorgen dat uw online platform Effectief inzetten van social mediaapplicaties en systeemintegratie 24/7 goed en veilig werkt voor uw business en merkContinu optimaliseren van Gebruikmaken van onze online Platform voor experiment enuw online business kennis en ervaring bij u op locatie innovatie December 5, 2012
  • 6. 70 bevlogen specialistenFlexibel, efficiënt en effectief December 5, 2012
  • 7. Klanten beoordelen ons alsbeste inhoudelijke bureauAl 3 jaar nummer 1 in de Emerce Top 100 December 5, 2012
  • 8. Soon in this theater§ Kennissessie Mobile-proof 2013 § Wanneer? Donderdag 24 januari  December 5, 2012
  • 9. Hoe gaat u de dialoog aan?Info.nl / social marketing December 5, 2012
  • 10. Info.nl / social marketing De Facebook specialist van Nederland!Wij leveren applicaties, games en campagnesvoor Facebook en ondersteunen organisatiesbij het managen van hun online community. December 5, 2012
  • 11. Advantages:•  Priority product and business support from Facebook•  Access to alpha and beta product trials•  Improved turn-around times for ads review and technical issues•  Product planning sessions and co-development of product go-to-market strategy•  Improved access to Facebook product and engineering teams•  In-depth trainings on Facebook products tailored to the SPMDs needs and market focus•  Marketing assets which will clearly designate the company as a Strategic PMD December 5, 2012
  • 12. Social Marketing Team CATRIONA PATON FACEBOOK STRATEGIST NICOLE DIPHOORN ARTHUR HOOGEVEEN ACCOUNT TEAM DESIGN TEAM DEVELOPMENT TEAM FLORIS HONÉE LORENZO PIREDDU CREATIVE LEAD TECHNICAL LEAD December 5, 2012
  • 13. bol.com connects the dotsBest practice bol.com December 5, 2012
  • 14. Sprekers December 5, 2012
  • 15. December 5, 2012
  • 16. bol.com December 5, 2012
  • 17. December 5, 2012
  • 18. December 5, 2012
  • 19. Klanten in social e contex t Like “ver dienen” Verleide n tot enga gement Helpen ko penDe ontwikkeling van bol.com op Facebook160.000+ fans December 5, 2012
  • 20. Facebook is geen one-night-stand Zorg voor Regelmatige Plan een Zorg ook voor interne campagnes zorgenstrategie voor Facebook only resources om de dat je merkminimaal 3-6 acties. Beloon je pagina te continu on top of maanden ambassadeurs managen mind is December 5, 2012
  • 21. Verdieping van dienstverlening December 5, 2012
  • 22. Stap 1.Building Reach December 5, 2012
  • 23. Multiple campaigns & advertising December 5, 2012
  • 24. Basic campaign flow Campagne Traffic via Campagne applicatie Facebook ads, landingspagina community & Stimuleer overige kanalen Vraag naar like! verspreiding! + Virale traffic vanuit shares, invites en 1 Wallposts, shares wallposts en invites December 5, 2012
  • 25. Binnen jaar naar 140.000 fans Introduction Spin & Win Sportzomer Campaign Lachbaby Campaign Tomtom Jan Smit Campaign CampaignReach bol.com…..Continue bouwen aan groei December 5, 2012
  • 26. Stap 2. CreateEngagement December 5, 2012
  • 27. Dagelijks actieve engagementbol.com zoekt de interactiemet zijn community December 5, 2012
  • 28. December 5, 2012
  • 29. De lachbaby, deel je fotoDoor de 50.000 likes December 5, 2012
  • 30. Sociale context: deel je lachbabyMeer dan 2.000 ouders deelden hun lachbaby December 5, 2012
  • 31. bol.com sportzomerLaagdrempelig usageBijdrage aan bereik & omzet December 5, 2012
  • 32. Traffic generationReach: Generieke aanbiedingen op je wall December 5, 2012
  • 33. Stap 3.Encourage Use December 5, 2012
  • 34. Bol.com - The next step in social§  Facebook is een volwassen kanaal§  Campagnes zijn tijdelijk en vluchtig§  Ga voor duurzame invulling§  Schaalbare/herbruikbare oplossingen§  Integreer product / service§  Experimenteer met relevantie December 5, 2012
  • 35. Actief aan de slag met bol.comUse: Persoonlijk relevant aanbod December 5, 2012
  • 36. December 5, 2012
  • 37. bol.com in een sociale contextJe persoonlijke verjaardagshulp December 5, 2012
  • 38. December 5, 2012
  • 39. Some results§  Bijna 10.000 spelers§  Gemiddeld aantal spins per persoon: > 40§  Hoog herhaalgebruik§  Rond de 50.000 shares§  Eerste conversieresultaten December 5, 2012
  • 40. De learnings§  Een relevant aanbod is hard werken§  Wees transparant in gebruik profielinformatie§  Een open architectuur is essentieel§  Launch & learn§  Gebruik user feedback December 5, 2012
  • 41. And next….. December 5, 2012
  • 42. December 5, 2012
  • 43. FacebookKennissessie December 5, 2012
  • 44. Introduction General Facebook update How Facebook usage is changing Thinking about your Facebook page Facebook Brand Toolkit The basic tools New additions to the toolkit How to use the toolkit to reach your business goalsDecember 5, 2012
  • 45. December 5, 2012
  • 46. December 5, 2012
  • 47. 543 million mobile monthly active users YOY mobile 67% MAU growthDecember 5, 2012
  • 48. Think about objectives… On & offline BrandingCommunity salesbuilding TrafficLeadgeneration CRM Media Exposure December 5, 2012
  • 49. Baby Child Teenager Adult•  brand new •  Constantly learning •  Gaining as many new •  Focus on long-term and growing friends as possible! good quality•  finding it’s voice relationships •  Transitioning to•  needs someone maturity •  Mutual partnership to look after it to help it grow December 5, 2012
  • 50. Facebook:brands’ social tool kitDecember 5, 2012 50
  • 51. Open Graph (Your Website) Social Ads News Feed News feed News feedFacebook pages Applications December 5, 2012
  • 52. Pages Global pages Facebook Offers Ads Custom Audience Facebook Exchange Mobile app download apps Sponsored ResultsOffline ExperiencesSocial Machine December 5, 2012
  • 53. Gives your brand uniformity over all regions Gives users local, relevant content based on where they live Insights and reporting limited to global scale onlyDecember 5, 2012
  • 54. Drive salesOffers can be used to activate both current and new customersViralWhen an offer is claimed, Facebook will generate a newsfeed story seen by theirfriends to encourage more claimsMeasurableYou can include optional features such as barcodes and unique codes to track salesaccurately December 5, 2012
  • 55. OMG!!Only 3% to 9% of fans see your page posts December 5, 2012
  • 56. •  Highlight important posts with •  Use a relevant cover photo the star feature & profile image•  Use custom and tab thumbnails •  Create sticky posts with the•  Take advantage of Milestones ‘Pin to Top’ feature •  Integrate with Twitter/Pinterest – BUT DON’T DUPLICATE •  Syndicate Your RSS Feed •  Use your custom URL outside of Facebook •  Add the Facebook plug-ins to your website •  Post quality content December 5, 2012
  • 57. December 5, 2012
  • 58. •  65 billion mobile newsfeed story impressions every day•  65% of likes happen in the newsfeed•  45% of comments happen in the newsfeed•  Mobile drives higher engagement than desktop December 5, 2012
  • 59. December 5, 2012
  • 60. December 5, 2012
  • 61. December 5, 2012
  • 62. Consumer intent data for retargeting on FacebookNow, advertisers and agencies can expand their reach to harness the quality and scale ofFacebook, while continuing to deliver ads using the user intent data they own, to build arelevant, efficient and complete direct-response marketing program.•  Scale » Over 1bn million active users (June 2012), 57% of whom are daily users.•  Optimal targeting » Your own consumer intent data.•  http://triggit.com/shutterfly-4x-return Optimal objective » Campaigns with off-Facebook direct response objectives.•  Formats » Facebook Standard Ad driving off of Facebook. Page Post Ads and Sponsored Stories not included.•  Placements » Right-hand side. Home Page and News Feed placements not included.•  Ad Serving » Served by Facebook.•  Ad tags » Approved tag providers only.•  Exchange access » Approved demand side platforms (DSPs) and trading desks. December 5, 2012
  • 63. A way to retarget people using their browsing history (?) http://triggit.com/shutterfly-4x-return December 5, 2012
  • 64. Benefits of sponsored results•  Expanded distribution of your message,with placement in one of the most usedfeatures on Facebook• The ability to target what people arelooking for, by appearing alongsiderelated Apps, Pages and Places•  Flexibility to customise your landingdestination, such as a specific tab on yourPage•  Brand protection•  Get ahead in search – new emergingtype of advertising on Facebook December 5, 2012
  • 65. SOCIAL MACHINE Clients as brand ambassadors USER USER MESSAGE TRAFFIC JOINS IN INCREASES POSTS BOOSTSThe user participates in an The user, by his RFID, Posts boost the brand In-store, in-event or/ andevent or/and comes in a shares his experience message, thanks to the website traffic increaseshop and, thanks to the posting on Facebook a increase in visibility and thanks to the boost givenS.M., can connect to standard message in content sharing. by users’ posts.Facebook. decided by the brand. December 5, 2012