Tricks to animate a Facebook fan page, generate traffic and profiles

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Tricks to animate a Facebook fan page, generate traffic and profiles

  1. 1. 10 – 12 October 2011, Vienna, Reed Messe WienMedia PortSession: Cross-media Publishing TrendsTitle: Tricks to animate a Facebook fan page, generate traffic and profilesSpeaker: Daniel Van Wylick, Editorial Director, Groupe Rossel, BelgiumOlivier Simonis, Partner, Qualifio, Belgium
  2. 2. powered  by  :  Tricks  to  animate  a  Facebook  fan  page  and   generate  traffic  and  profiles   September  2011   h;p://www.qualifio.com  
  3. 3. Rossel  Group  Leading  newspaper  publisher  group  in  Belgium  and  France  :    3.400.000  readers  every  day  
  4. 4. Rossel  Group   ETC…One  of  the  leading  internet  publisher  :  13.000.000  unique  visitors  every  month  
  5. 5. Rossel  Group  Use  of  Social  Networks  News  In  :    new  informaCon  tools  for  journalists  News  Out  :    new  editorial  markeCng  tool  for  editorial  teams,  community  managers  and  marketeers  
  6. 6. Rossel  Group   Use  of  Facebook   40,000  fans  on  Le  Soir,  Le  Soir  Mag…     Growing  source  of  trafic  (see  next  slide)     A;ract  new  readers     Dialogue  with  readers  and  surfers     Development  of  new  verQcal  themaQcs  (techno,  style...)  
  7. 7. Facebook  as  source  of  trafic    for  online  newspapers  =  twice  more  in  2011  than  2010.  In  average,  8%  of  trafic  of  top  online  European  newspapers  comes  from  Facebook  
  8. 8. Our  challenges  Get  the  most  of  Facebook  fans  :  how  can  we  convert  them  into  surfers  and  readers  ?  More  generally  :  -­‐   Increase  qualificaQon  of  our  audience  -­‐   Increase  number  of  registred  users  via  SSO  (single  sign  on)  -­‐   Develop  innovaQve  commercial  products  around  interacQon  and  lead  generaQon  
  9. 9. How  has  Qualifio  helped  us  We  use  the  Qualifio  web  applicaQon  to  create  and  publish  a  whole  range  of  interacQons  with  surfers  and  fans  :   PUBLISH-­‐   Quizzes   Facebook Fan pages-­‐   Contests    -­‐   Polls   web site ou CMS-­‐   QuesConnaires  -­‐   Surveys  -­‐   VoCngs   Dedicated mini sites-­‐   Tests  -­‐   Etc.   Mobile and tablets sites
  10. 10. ObjecQves  Editorial  :  -­‐   Animate  our  sites  and  Fan  pages  -­‐   Create  original  content  and  interacQons  -­‐   Increase  trafic  and  page  views  MarkeQng:  -­‐   Rapatriate  Facebook  fans  into  our  own  databases    -­‐   Increase  trafic  and  page  views  -­‐   Increase  number  of  registered  profiles  and  opQns  -­‐   Increase  cross  trafic  and  cross  opQns  between  our  different  site  -­‐   Increase  surfers  and  readers  saQsfacQon  with  regular  saQsfacQon  surveys  
  11. 11. ObjecQves  Commercial  Increase  turnover  by  easily  implemenQng  new  adverQsing  products  :  -­‐  Sponsored  contests  and  surveys  -­‐   CoregistraQon  (opQns  for  partners)  -­‐   Lead  collecQons  
  12. 12. Case  studies  
  13. 13. Cannes  Quizz  ParQcipants    4,620  New  Fans  Generated  2,300    
  14. 14. PoliQcal  Poll  ParQcipants    15,918  Page  views  143,262  Results  published  in  the  newspaper  
  15. 15. Musical  Quizz   ParQcipants     25,236   Page  views   580,428  
  16. 16. PoliQcal  Quizz   ParQcipants     29,614  in  24h   Page  views   681,122   This  acQon  created  a   buzz  on  Twi;er  in  the   Belgian  media  
  17. 17. Sponsored  Contest   ParQcipants     10,825   Revenues   6,500  EUR  

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