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facebook developer garage / lemberg        Mikael Lemberg        Chief Innovation Officer, Komfo        F fb.me/Mikael.Lem...
facebook developer garage / agenda        AGENDA        1.    News feed optimization        2.    Word of mouth at scale  ...
facebook developer garage / introductions          CLICKER         TRAININGkomfo.com / facebook.com/komfo
facebook developer garage / news feed optimization                    NEWS FEED                  OPTIMIZATIONkomfo.com / f...
facebook developer garage / news feed optimization        POST REACH COMPARED WITH        WEEKLY FREQUENCY                ...
facebook developer garage / news feed optimizationkomfo.com / facebook.com/komfo
facebook developer garage / news feed optimization        THE WEB IS BEING BUILT        AROUND PEOPLE             Browse  ...
facebook developer garage / word of mouth at scale        TIME SPENT ON FACEBOOK        BY CONTENT SECTION                ...
WORD OF MOUTH        AT SCALE (WOMAS)      Your market (i.e. 200K)    Friends of Fans (i.e. 174K)                         ...
WHEN DO YOU STOP        RECRUITING FANS?                       FoF Multiplier                                 Marginalomko...
NEW KEY TERM:        ”STORIES”                                           Not                                           Wor...
PAGES BUILD COMMUNITIES FOR        CONVERSATIONS BETWEEN PEOPLE                   Pages post and          Conversations   ...
komfo.com / facebook.com/komfo
komfo.com / facebook.com/komfo
AMPLIFY WORD OF MOUTH        WITH SPONSORED STORIES                                                       Pages           ...
DEFINE YOUR        WOMAS STRATEGY                   Owned                      Earned                          Pages      ...
ADAPT YOUR        ORGANIZATION                                 Acquisition            Branding                            ...
FIND THE RIGHT        BENCHMARKSkomfo.com / facebook.com/komfo
MOVE ON        IN 4 STEPS        1.    Are you working with clicker training?        2.    What’s your IPM score?        3...
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Mikael lemberg on facebook

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  • Twitter-historie
  • Påstand: Jeres mål på Facebook er IKKE at få flest mulige fans. Faktisk er det ikke engang at få samtlige kunder som fans! Forklaring følger!
  • Konkurrence med coopetition-element. Husk i øvrigt at vægopslaget skal være noget vennerne har lyst til at give feedback på. Ellers vil fans ikke slå det op.
  • Høj viralitet. Masser af incitamenter til samtale mellem venner.
  • Transcript of "Mikael lemberg on facebook"

    1. 1. facebook developer garage / lemberg Mikael Lemberg Chief Innovation Officer, Komfo F fb.me/Mikael.Lemberg T @Lemberg W Lemberg.dk E mil@komfo.com M +45 53 37 79 88komfo.com / facebook.com/komfo
    2. 2. facebook developer garage / agenda AGENDA 1. News feed optimization 2. Word of mouth at scale 3. Stories production 4. Facebook ads 5. Implementing and organizingkomfo.com / facebook.com/komfo
    3. 3. facebook developer garage / introductions CLICKER TRAININGkomfo.com / facebook.com/komfo
    4. 4. facebook developer garage / news feed optimization NEWS FEED OPTIMIZATIONkomfo.com / facebook.com/komfo
    5. 5. facebook developer garage / news feed optimization POST REACH COMPARED WITH WEEKLY FREQUENCY 1 day 2 days 3 days 4 days 5 days 6 days 7 days Source: Facebook, Worldwide Data, Top 100 brand pages, May 2011komfo.com / facebook.com/komfo
    6. 6. facebook developer garage / news feed optimizationkomfo.com / facebook.com/komfo
    7. 7. facebook developer garage / news feed optimization THE WEB IS BEING BUILT AROUND PEOPLE Browse (Portals) Search Discover (Social) Source: ComScore Global Y/Y change – Jan 2011komfo.com / facebook.com/komfo
    8. 8. facebook developer garage / word of mouth at scale TIME SPENT ON FACEBOOK BY CONTENT SECTION Front page / Newsfeed Profiles Photos Apps & toos All other Source: comScore Mediabuilder, U.S., May 2011komfo.com / facebook.com/komfo
    9. 9. WORD OF MOUTH AT SCALE (WOMAS) Your market (i.e. 200K) Friends of Fans (i.e. 174K) Fans (i.e. 484)komfo.com / facebook.com/komfo
    10. 10. WHEN DO YOU STOP RECRUITING FANS? FoF Multiplier Marginalomkostning Marginalnytte # Fans Kilde: Facebook, Worldwide Data, Top 100 brand pageskomfo.com / facebook.com/komfo
    11. 11. NEW KEY TERM: ”STORIES” Not Word of Mouth Word of Mouthkomfo.com / facebook.com/komfo
    12. 12. PAGES BUILD COMMUNITIES FOR CONVERSATIONS BETWEEN PEOPLE Pages post and Conversations get feedback between friends Fans Friends of Fanskomfo.com / facebook.com/komfo
    13. 13. komfo.com / facebook.com/komfo
    14. 14. komfo.com / facebook.com/komfo
    15. 15. AMPLIFY WORD OF MOUTH WITH SPONSORED STORIES Pages Page Likes Page Posts Page Post Likes Check-in App Used App Share Domain App Websitekomfo.com / facebook.com/komfo
    16. 16. DEFINE YOUR WOMAS STRATEGY Owned Earned Pages News Feed Apps Sponsored Stories Word of mouth Facebook Ads Paidkomfo.com / facebook.com/komfo
    17. 17. ADAPT YOUR ORGANIZATION Acquisition Branding Engagementkomfo.com / facebook.com/komfo
    18. 18. FIND THE RIGHT BENCHMARKSkomfo.com / facebook.com/komfo
    19. 19. MOVE ON IN 4 STEPS 1. Are you working with clicker training? 2. What’s your IPM score? 3. Do you have a WOMAS strategy? 4. How are you organized about branding, engagement and acquisition?komfo.com / facebook.com/komfo

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