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Facebook strategies at GX Connect

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Presented at GX Connect December 2, 2010 together with Thomas van de Weerd of Pathé Nederland.

Presented at GX Connect December 2, 2010 together with Thomas van de Weerd of Pathé Nederland.

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  • Average user has 130 friends\nPeople spend over 700 billion minutes per month on Facebook\nAbout 70% of Facebook users are outside the United States\nThere are more than 150 million active users currently accessing Facebook through their mobile devices.\n
  • Average user has 130 friends\nPeople spend over 700 billion minutes per month on Facebook\nAbout 70% of Facebook users are outside the United States\nThere are more than 150 million active users currently accessing Facebook through their mobile devices.\n
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  • Thanks to the facebook page, pathe gathers every day important insights about new services, changes in existing services and of course Movies. Pathe is actively using the wall to reply to customers quiestions and to get a feeling of the sentiment for each initiative.\n
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  • The app lets users create a group and invite friends to see a movie in the new Zaandam theater. The group with more users wins a private screening. Very viral application, Biggest group got 160 mebers, a total of 350 groups were created, and around 900 users subscribed to a group.\n
  • This facebook app based on pictures allows users to create their own inception poster, and post it on facebook. Pictures were automatically posted both on the user’s facebook page and on the Pathe facebook page. The 10 pictures with more likes won free tickets to the movie\n
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  • 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.\n
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Facebook strategies at GX Connect Facebook strategies at GX Connect Presentation Transcript

  • facebook
as
pla,orm
for
engaging
online
ecosystemsGX
Connect
2010,
2
december
2010
  • starring
  • vision
of
info.nl Real=me
Company marke?ng
is
a
service
experience online
 sustainable differen?a?on Exploding
Strategy be
there
where
the
user
is ecosystem distributed
Virtual
Warmtha
context
relevant
dialogue apps online
 presence View slide
  • the
context
of
our
life
is
an
online
ecosystem View slide
  • The
Web
of
Documents
gave
us
the
page
rank
  • With
the
Web
of
Data
we
start
to
produce
and
remix
  • We
are
all
conversa?onalists
in
a
Web
of
People
  • We
are
now
at
the
beginning
of
the
Web
of
Impulses
  • Tim
O’ReillyDevices
will
all
have
sensors.
In
the
end
it
is
about
the
services
you
create
using
these
sensors.
  • 
check
in/check
out
systems
  • conversion
funnels
start
everywhereaKractengageconvertretain
  • connec?ng
to
legacy portal
server content customer repository LDAP profile ERP/
 apps WCMS SSO
& shops ECMS security CRM
  • the
challenge:
be
part
of
the
dialogue
  • Mark
ZuckerbergCommuni?es
already
exist.
Instead,
think
about
how
you
can
help
that
community
do
what
it
wants
to
do.
  • Over
550m
Ac?ve
Users
GloballyOver
169
million
users
in
Europe 2007 2008 2009 2010 Source:
Facebook
internal
data,
Nov
2010
  • Top
Facebook
countries
in
Europe1. United
Kingdom




28m2. Turkey





















23m3. France




















19.5m4. Italy

























17.2m5. Germany
















12.4m6. Spain























11.6m7. Sweden



















3.8m8. Poland





















3.7m9. Belgium


















3.6m10.Netherlands










3.1m Source:
Facebook
Internal
Data,
Nov
2010
  • Over
3.13m
Ac?ve
users
in
Holland 2010 Source:
Facebook
internal
data,
November
2010 Note:
Ac?ve
users
are
registered
users
who
have
logged
on
to
Facebook
at
least
once
in
the
last
30
days
  • Over
3.13m
Ac?ve
users
in
Holland 3.13+ 2008 2009 2010 Source:
Facebook
internal
data,
November
2010 Note:
Ac?ve
users
are
registered
users
who
have
logged
on
to
Facebook
at
least
once
in
the
last
30
days
  • Facebook
Demographics
Holland Gender Age Source:
Total
ac?ve
audience
Facebook
internal
data
July
2010
  • huge
engagement3.13m
monthly
ac=ve
users73%
of
users
come
back
every
week
44%
of
users
return
to
the
site
daily3.6
billion
monthly
page
views24%
penetra=on
of
the
online
popula=on91
average
number
of
friends872k
users
access
on
their
mobile
(28%)
  • mapping
facebook?

  • mapping
facebook?

  • Social
ads Open
Graph Target
User News feed News feedPagesFacebook
pages Applica?ons
  • 
instant
personaliza?on
  • global
ecosystem900
mln
objects
that
people
connect
with30
billion
pieces
of
content
shared
monthly
550k
applica=ons
ac=vemore
than
1
mln
websites
integrated
with
pla,orm50%
of
comScore’s
global
top
100
sites
more
than
150
mln
people
engage
on
external
sites
  • facebook
as
the
fuel
for
our
own
online
ecosystem
  • keys
to
success
in
facebookan
ac?ve
and
open
wallgood
community
management
generates
fansapps
as
engineusing
the
viral
effect
of
the
social
ecosystem
ac?vate
with
aKen?onsparks
the
engagement
  • 
facebook
ecosystem
of
Pathé
  • 22
cinemas16
ci?es11
million
visitors#1
movie
website
in
Netherlands:
Pathe.nl
  • 90%
of
movie
goers
does
orienta?on
online
 (source:
Bioscoopmonitor)
  • 
Social?
  • “Want
to
catch
a
movie
tonight?” “Let’s
go
see
the
new
Harry
PoKer”
  • ov ie!” Gre at
m“ ot
to
 e
g t!” u’v ou “Yo k
it
 ch ec “ Theexpe 
3D
 rienc “So
 ama e
was
 funn y!” zing ”
  • ++
  • Pathé
facebook
page
  • insights
on
customers
  • organic
growth
using
cut+paste
tools
  • using
facebook
campaigns
  • Pathé
–
Zaandam
Applica?on
  • Pathé
–
Incep?on
Applica?on
  • campaign:
interac?on:
viral
  • fanpage:
fan
growth
  • facebook
as
a
traffic
source
  • responder
demographics
  • next
steps:
Pathé.nl
social
integra?on
  • next
steps:
Pathé.nl
social
integra?on
  • from
page
to
applica?on
  • thanks!
  • info.nl/socialmarke?ngWe
provide
professional
Social
Media
marke>ng
solu>ons
with
proven
results.Choose
one
of
our
clear
services:
facebook
startup,
facebook
ac?veTooling
for
extended
content
management
and
analy?cs:
All
in
1
socialTrack
record
includes
implementa?ons
for
Pathé,
GroenLinks,
Fiat,
John
Frieda,
All
Op?onsFirst
Dutch
Preferred
Development
Consultant

  • contactDaan
Bolderdaan@info.nl
020‐5309100