1NIKON BELGIUM – RECO MEDIA INVESTMENTS FB 2013/2014
from Social Island to SocialOrganization
5Involve the whole company
From Facebook to Multi Channel
7Social Media MatrixReach HighReach LowIntegration LowIntegration Highwebsites
8Social Media Matrix
From Social Objectives to BusinessObjectives
10Business ObjectivesReactionDrive loyalty and incremental sales by targetingcustomers on FB with relevant messages basedo...
from Zero to Hero
126 logic stepsPromise Definition1. Page & Timeline setup2. Fan Recruitment1. Content Strategy2. Content Plan3. Amplificat...
From Community to Sub-communities
14Single community approachPromotion, Links,Questions,Information, video, ...Content
15Sub community approachFoodFood Lovers:help you to cook thebest foodWine Lovers:we help you todiscover newexperiencesHeal...
From Reporting to Deep Analytics
A suiteof 5tools
18Dashboard
19Analyze and improveSocialVision&MissionCreateContentPublish AmplifyMonitor,Analyze &BenchmarkAdapt and Improve
20Analyze and improve
30/05/2013 21Your subjectYour environment,your passion,your fight…
22We were stuck with important Q’s …• 1 page per product?• Name of the page?• Bilingual page?• 1 page per language?…
23Not an easy decision1 page advantage• Lots of potential content to beinteresting 365 days/yearwithout being boring• Pote...
24One page, Three brands
SOLID FOUNDATIONS
26
27Enlarge your universe – Three content pillarsSpa Sparkling Spa Reine Spa GeneralThe domain. Thesources. The rootsPurity ...
28CONTENT APPROACHTHE CONTENT RECIPE
29Set your prioritiesBrand Promotion• News,Promotions,Contests• Ideally: reservedfor the fans, or apriority groupValue• Gi...
30The promise of Spa ReineSpa Reine let‟s you experience pure,inspiring moments with your friends andfamily
31Content Wheel Spa ReineMoments with family & friends(activities & trips, cooking, movies)Product & Promo info(announceme...
32The promise of Spa SparklingEach day, we make your day a Sparkling Day.Smile, laugh, explore, wonder, learn, beinspired, …
33Content Wheel Spa SparklingSponsoring, eventsPromo & Product infoCulture(New Belgian film,Upcoming artist, …)Sparkling m...
34The promise of Spa GeneralJoin us on a journey into the heart ofour sources and initiatives.• Discover the history of Sp...
35Content Wheel Spa GeneralNature & ecology(domain of Spa, tips for family walks with activity, …)Spa gamma &news(f.e. new...
36Planning is crucial
30/05/2013 37WHAT DOES SPAEXPECT?
38A page with a strong vision• Bring, interesting, inspiring and original content to yourfans, each day of the week• Reach...
39Many drivers, but only one karma!StrongFoundationsPage SetupCommunityEngagementPostingStrategyConsiderationReach Vitalit...
BASIC ELEMENTS
41The photo cover
42The about and the different tabs
43Different tabs
44How to attract the attention with your postings?First of the Belgian pages toimplement this way of working.
45But now, the competition does the same
46Engagement comparisonBUILDING UP YOURAUDIENCE
47Our main objectives1. Claim leadership position in „water category‟2. Create a qualitative audience with large reach tha...
48Multiple targeting possibilies
49Endless creations
50Foresee a place when they click on your ad
51Optimizations during the whole campaign periodWe optimize your investment in REAL TIMEin order to reach the best ROIOPTI...
52Position 1 of the water pages
53Position 2 in the non-alcoholic drinks
54But now, the competition does the sameENGAGEMENT
Fans don‟t care about your beautifuldesigned Facebook Page
56How do people use Social Media?11,1 min 13,6 min2,4 min 3,1 min 1,7 minComScore Belgian panel – Janvier 2013
57How do people use Facebook?
58Facebook has reviewed the rulesIn early days of Pages, Page Posts got up to 30 to 40 %organic reach on average.But now P...
59Today’s Facebook Eco SystemThe Facebook populationFriendsof fansFans16% offansFreePaidmediaPaidmediaPaidmedia
60The challenge of todayOnly TopStories areshown (!)
61The challenge of todayCOMPLEX MATH’S
62Understanding Edge Rank is important!EdgeRank is made up of 3 variables: Affinity, Weight, andTime Decay.» Affinity is d...
63Edge Rank is just the beginningFans are just the beginning (!)Getting engagement from those Fans is a real Challenge.To ...
64UNDERSTANDINGENGAGEMENT
65Edge Rank is just the beginningMeasure, Compare & Optimizethe Karma of Your Page.
66Engagement comparisonN°1
67Position 2 in the non-alcoholic drinksPOSTING STRATEGY
68What is the best moment to post?SaturdayMondayTuesdayWednesdayThursdayFridaySunday
69What is the best moment to post?MONITORING
70Why is this important?Influences the vitality of your Facebook pageWith Spa Belgium we strive to:• Be the most attentive...
71Why is this important?Page Name Fan posts Like of page fans postsReplies of page FanpostsAverage reply on fanpostsSpa Be...
72Some examples
73Set up a processPositivecommentNegativecommentThank him and encouragefor more comments.UnhappycustomerWronginformationNe...
74REACH
75Actual Approach > single community approachEveryone is touchedby the samemessages – no orlittle segmentation
76Future parents:Spa will help youthrough the processwith tips, …Families:Spa helps youdiscover fun activities,events, …He...
77Future Approach > user tailored contentOrganicFriends of Fans,or Specific targetPPA PPA PPA PPAThey have not “Liked” you...
78Organic versus Paid ReachUp to 25K daily organic Views Reach up to 400K daily Views
79PPA ExamplesTargeting :Friends of FansTargeting :Fans + Friends ofFansTargeting :Fans
30/05/2013 80THE RIGHT MIX
81 81Questions?
So.Space - Training Social Media Strategy - STIMA - May 2013
So.Space - Training Social Media Strategy - STIMA - May 2013
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So.Space - Training Social Media Strategy - STIMA - May 2013

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Training on Social Strategy at STIMA with zoom on the Spa Belgium case, presented 28th May 2013.

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  • Benchmark: obv 14 criteriapagina’s met elkaarvergelijkenPost Guru: Welk is de beste moment omteposten op je pagina? Dashboard: Toont de key metrics van eenebpaaldepagina in éénoverzichtCockpit: Bekijk in eenoogopslagwelk de best werkende posts zijn.Page Affinities: Welkepagina’svindenonze fans nogleuk?
  • Grace à un parcours de 6 étapeslogique.
  • We were immediately struck with some important questions:Were we going to create 1 Page per Product or 1 General page that groups all products?Would we make these pages bilingual? Or should we make 1 page per language?And what would be the name of the page?
  • The best thing to do at that moment was comparing the advantages of both options and go for the most logic solution1/ Let’s have a look at 1 page advantagesOur 3 brands on 1 page will give us sufficient content to be interesting 356 days / year without being boring (daily need!)Cross fertilization > it is not because you drink Spa Reine that you could not be interested in promotions or contests from SparklingFesability & Work: less work than sustaining multiple pagesLeader perception (1 large page)2/ Now let’s look at some reasons why 1 page for each product could be interestingName of the brands obliges us to do so: f.e. a page for Spa Barisart and a second one for Spa BruisendThe Activities & Guidelines of each product could oblige us to do so3/ So why did 1 page convince us the most?Everyday we will have something interesting to tell. We know that this is the ideal frequency on Facebook. It’s a daily medium. You can argue this of course. With 1 page per product we would have a difficult time to do soSpa is known by everyone: not many people say ‘Give me a Spa Reine’ or ‘Spa Barisart’It was already like that on their website (www.spa.be)More creative title? F.e. Les Eaux de Spa – De Waters van Spa >> Combining 2 languages in page title is bad for advertising (often too long)Language is not an issue since we can target our posts according to the language people use on Facebook
  • I already sort of given away the answer so it will be no surprise we’ve chosen for 1 general page ‘Spa Belgium’ that groups all different Spa products
  • Now that we knew the name of the page & its structure, we needed to think about the purpose or goal of the page
  • I already sort of given away the answer so it will be no surprise we’ve chosen for 1 general page ‘Spa Belgium’ that groups all different Spa products
  • Since we knew we could not only talk about products without irritating people, we needed to enlarge the universe for each product and look for a broader theme that gave us more liberty.Spa Sparkling = every day we will make your day a sparkling day with inspiring, surprising contentSpa Reine = purity that takes care of you >> topics such as family, nature & caring are keySpa General = we will talk about the domain of Spa, the sources, its roots
  • Next up: translating this promise into a detailed content approach
  • Creating good content is bringing content that gives value to the fans. Once you’ve got this right, now and then you can talk about promotional or commercial initiativesFinally it is important to try and deliver original, inspiring content that will create engagementNow let’s take a look at how we succeeded in doing this for each key brand
  • We know the large promise of the page but how does this translate to each sub brand?Here’s an example for Spa Reine
  • Hereafter this promise or proposition is translated to a detailed content wheel: this will be the checklist for the community manager, responsible for creating the postsMoments: f.e. trip to the sea this weekend. You can visit place X and visit the museum while your kids …Reine History:f.e. TV SPOTSPurity: health & wellness + relax tipsActuality & News: new tv spot, mothersday, …
  • We know the large promise of the page but how does this translate to each sub brand?Here’s an example for Spa Reine
  • We know the large promise of the page but how does this translate to each sub brand?Here’s an example for Spa Reine
  • Now were the expactations of Facebook for Spa?
  • Whatis a page with Good Karma? Supported by Solid Foundations, the Karma of a page consistsour of 6 important elements:Page Setup: is the page wellconstructed? Do theyharness the full potential of the new Timelinelayout?Engagement: how will the page leveragehigh engagement?Community: is the page healthy? Is the community vital?PostingStrategy: atwhat timing does the page needs to post? Is itdoingthis intelligent?Consideration: does the page show sufficient attention for its fans?Reach: how can the page boostits impact to a large(r) audience?
  • You might have seen it in our ealier examples: we found a way to differentiate the Spa Belgium Facebook Page with others & capture the attention in people’s newsfeed1st Facebook Page in BE with this Polaroid format  every post is made in this framework  enables us to make clear which sub(brand) is talkingFind your identityFirst brand in Belgium with a picture frame, which is being copied by plenty of brands.
  • Once the page is set up, we have good content, now how did we build an audience for Spa Belgium?
  • We knew it was important for Spa to claim leadership position in its own categoryNot only in terms of Engagement, but also in terms of fan sizeFinally it was important to have a page with large reach that would justify the efforts being put into social media (having a page of 10,000 fans for a brand as Spa would be a little bit ridiculous) & communicate brand initiatives to a large group of fans
  • Numerous targeting options were created based upon the interests of our target group
  • Numerous targeting options were created based upon the interests of our target group
  • Hereafter it was time to translate these themes into a brand promise, inviting people to become fan of Spa BelgiumWe’ve made sure the values of each brand could be found in it. You can see this more clearly once you became fanThis page should have been the old ‘Welcome Page’ but since Facebook no longer allows default landing pages with Timeline, these are only used to show to people when recruiting via Facebook advertising
  • Numerous targeting options were created based upon the interests of our target group
  • Numerous targeting options were created based upon the interests of our target group
  • Numerous targeting options were created based upon the interests of our target group
  • Now that our page was Set Up, the next challenge was maximizing the engagement on our page postsHow did we do this?
  • Fans don’t come automatically to your page!To be updated by Wake Up.
  • Fans don’t come automatically to your page!To be updated by Wake Up.
  • First of all it is important to understand how do people use Facebook: they post on their wall & look at the newsfeed. They don’t do much more than that.To be updated by Wake Up.
  • So when I post something on my page or profile, everyone who follows me, will see this post, right? WRONGLet’s give an example: the posts of your Mother in Law, a profile that you never visit and you never reacted on her posts, will not be shown in your newsfeed. Even if she is posting on a daily basis (!)Why is that?
  • Organic reach. ! Only 16 % sees your post
  • Because Facebook makes a selection on posts that Facebook thinks are relevant for you (the Top Stories), based upon your previous interactions with this person or page.And by default these Top Stories are the first posts you will see when you login to Facebook. If you want to see other stories, you need to scroll way lower or click on ‘Most Recent’And so the big challenge for brands nowadays is making sure ‘Not to be the Mother in Law’
  • How does Facebook decide if you are Top Story or not? That’s where there algorythm kicks in: Edgerank
  • To influence FacebooksEdgerank all you need to do is write interesting content for your fans and make sure they interact with it.But how do you know if you are indeed doing a good job? How do you know If your fans like your content enough to react upon it? Which metrics will you choose & how will you compare them?You can ask polls, Monitor Facebook Insights, and so on, but this remains ‘basic’ > you need benchmarks, benchmarks which are relevant (Belgian Market, Category, …) and which will show you if you are doing a good job or not
  • TO really understand engagement and making it relevant, there was a strong need for relevant benchmarks: knowing how our page was doing vs its most important competitors, the broad category in Facebook or Country Stats & drawing conclusions out of this
  • That’s why we created our own Web Measurement Tool (Page Karma) that will allow brands to measure, & improve the Karma or Vitality of their Facebook page.
  • This is really important for Spa: each month they see how they evolve & which position they claim.Together with the insights of facebook & manual analysis we keep track of our evolution & get to know which type of posts or content gets most engagement
  • Like I said earlier one of the biggest challenges for brands is to be seen in the Facebook Newsfeed, which sometimes may resemble a contiuous flood of information
  • Like I said earlier one of the biggest challenges for brands is to be seen in the Facebook Newsfeed, which sometimes may resemble a contiuous flood of information
  • Another important driver which defines if a page is healthy or not, is wether or not the page gives sufficient attention to its fans
  • Why is this so important? Although not officially known, we believe this also plays a role in Facebook’s EdgerankAlgorythm
  • Finally it was important for us to reach many people with the page activities
  • Cecimontre le flow classique en 2012 quand on publiequelque chose sur la page. Tout le monde reçoit la même message.
  • As we’ve learned throughout this presentation, it is important to pay attention to all 6 drivers that will make that you have a healthy page or not.It is about choosing the right mix. A mix that will be different for every brand but is essential in order to be successful on Facebook.You need:TO BUILD A SOLID FOUNDATIONCREATE VALUABLE CONTENT HAVE SUFFICIENT REACH ITERATIVE PROCESS TO HAVE A PAGE WITH GOOD KARMA
  • So.Space - Training Social Media Strategy - STIMA - May 2013

    1. 1. 1NIKON BELGIUM – RECO MEDIA INVESTMENTS FB 2013/2014
    2. 2. from Social Island to SocialOrganization
    3. 3. 5Involve the whole company
    4. 4. From Facebook to Multi Channel
    5. 5. 7Social Media MatrixReach HighReach LowIntegration LowIntegration Highwebsites
    6. 6. 8Social Media Matrix
    7. 7. From Social Objectives to BusinessObjectives
    8. 8. 10Business ObjectivesReactionDrive loyalty and incremental sales by targetingcustomers on FB with relevant messages basedon their offline preferences and purchase history.Reach & Frequency EngineDrive (incremental) reach / add 1 frequency toyour TV & integrated campaignsResonanceReach Fans & Non-Fans to build considerationor generate salesFacebook EcosystemReach & Advertising FormatsCommunity Page & ProfileTargetingRetargeting & ConversionTrackingFrom Social Objectives to Business Objectives
    9. 9. from Zero to Hero
    10. 10. 126 logic stepsPromise Definition1. Page & Timeline setup2. Fan Recruitment1. Content Strategy2. Content Plan3. Amplification via ads1. Activations2. Events3. ContestsSocialFoundation1 socialpresenceBrandContentEngagement Promotion ReportingRedactional Meetings1. Content Wheel2. Execution & Monitoring
    11. 11. From Community to Sub-communities
    12. 12. 14Single community approachPromotion, Links,Questions,Information, video, ...Content
    13. 13. 15Sub community approachFoodFood Lovers:help you to cook thebest foodWine Lovers:we help you todiscover newexperiencesHealth Fans:we help you to stayhealthySub Communities
    14. 14. From Reporting to Deep Analytics
    15. 15. A suiteof 5tools
    16. 16. 18Dashboard
    17. 17. 19Analyze and improveSocialVision&MissionCreateContentPublish AmplifyMonitor,Analyze &BenchmarkAdapt and Improve
    18. 18. 20Analyze and improve
    19. 19. 30/05/2013 21Your subjectYour environment,your passion,your fight…
    20. 20. 22We were stuck with important Q’s …• 1 page per product?• Name of the page?• Bilingual page?• 1 page per language?…
    21. 21. 23Not an easy decision1 page advantage• Lots of potential content to beinteresting 365 days/yearwithout being boring• Potential Crossfertilizationbetween brands• Leader perception (all fans in 1place – potentially the largestpage in its category)• Easier to manage: all fans in 1environment & only 1 page tooptimize in stead of 2 or 31 page per product advantages• Name of the brands could obligeus (Spa Barisart - Spa Bruisend)• Activities & Guidelines of thebrands are different1 page “Reason-Why”• Fullfill daily need (content)• Crossfertilization• People talk about „Spa‟, not thebrand names• Site is already constructed likethis
    22. 22. 24One page, Three brands
    23. 23. SOLID FOUNDATIONS
    24. 24. 26
    25. 25. 27Enlarge your universe – Three content pillarsSpa Sparkling Spa Reine Spa GeneralThe domain. Thesources. The rootsPurity that takescare of youEvery day asparkling dayTheBrandsTheiruniverse
    26. 26. 28CONTENT APPROACHTHE CONTENT RECIPE
    27. 27. 29Set your prioritiesBrand Promotion• News,Promotions,Contests• Ideally: reservedfor the fans, or apriority groupValue• Give to getcontentFan Engagement• Interaction with fans• Interesting content willreceive Likes, Sharesand Comments
    28. 28. 30The promise of Spa ReineSpa Reine let‟s you experience pure,inspiring moments with your friends andfamily
    29. 29. 31Content Wheel Spa ReineMoments with family & friends(activities & trips, cooking, movies)Product & Promo info(announcement of newproducts / actions / promo)Actuality, news,Sponsoring andevents (20KM)Purity(taking care of yourbeloved ones)Spa Mama Baby program(focus on USP‟s of the website)Spa Reine history
    30. 30. 32The promise of Spa SparklingEach day, we make your day a Sparkling Day.Smile, laugh, explore, wonder, learn, beinspired, …
    31. 31. 33Content Wheel Spa SparklingSponsoring, eventsPromo & Product infoCulture(New Belgian film,Upcoming artist, …)Sparkling moments(original contentthat will surprisethe fans)Outside Activities(Kayak at Ourthe, tip for a museum, …)Refreshing ideas(tips: f.e.pancakes)Sports(New sport to try with friends,weekend activity proposal)
    32. 32. 34The promise of Spa GeneralJoin us on a journey into the heart ofour sources and initiatives.• Discover the history of Spa, the initiatives and values ofthe brand, its beautiful domain and heritage.• Be inspired by the roots, its nature and the people.
    33. 33. 35Content Wheel Spa GeneralNature & ecology(domain of Spa, tips for family walks with activity, …)Spa gamma &news(f.e. newpackagaging)Heritage of Spa(f.e. Spa history &Spa Visiting Center)Belgitude(Spa = 100% Belgian)Engagement ofSpa (environment)
    34. 34. 36Planning is crucial
    35. 35. 30/05/2013 37WHAT DOES SPAEXPECT?
    36. 36. 38A page with a strong vision• Bring, interesting, inspiring and original content to yourfans, each day of the week• Reach out for a mass audience each week, byleveraging the posts to a wider audience than your fans• Set the tone in Belgium of Water Pages on Facebook, interms of size & engagement.Create and manage a page with a strong Karma!
    37. 37. 39Many drivers, but only one karma!StrongFoundationsPage SetupCommunityEngagementPostingStrategyConsiderationReach VitalityIntensityIntelligenceImpactConversationSetup
    38. 38. BASIC ELEMENTS
    39. 39. 41The photo cover
    40. 40. 42The about and the different tabs
    41. 41. 43Different tabs
    42. 42. 44How to attract the attention with your postings?First of the Belgian pages toimplement this way of working.
    43. 43. 45But now, the competition does the same
    44. 44. 46Engagement comparisonBUILDING UP YOURAUDIENCE
    45. 45. 47Our main objectives1. Claim leadership position in „water category‟2. Create a qualitative audience with large reach thatwould justify the investments in socialWe had to choices to recruit a qualitative audience:1. Frontal: Tell your audience why they should like thepage2. Biased: Convince your fans to like your page due to acontest / promotion.
    46. 46. 48Multiple targeting possibilies
    47. 47. 49Endless creations
    48. 48. 50Foresee a place when they click on your ad
    49. 49. 51Optimizations during the whole campaign periodWe optimize your investment in REAL TIMEin order to reach the best ROIOPTIMAZATIONLaunch middle Reallocation of BudgetOPTIMAZATIONVVX€€€Main Optimization Steps1 - We split the targeting in several sub-segment (Gender, Age, Interest)2 – We analyze witch segment perform the best regarding the message3 - We make a reallocation of the budget on the sub-segment who works the best.4 – It is an iterative process we repeat.
    50. 50. 52Position 1 of the water pages
    51. 51. 53Position 2 in the non-alcoholic drinks
    52. 52. 54But now, the competition does the sameENGAGEMENT
    53. 53. Fans don‟t care about your beautifuldesigned Facebook Page
    54. 54. 56How do people use Social Media?11,1 min 13,6 min2,4 min 3,1 min 1,7 minComScore Belgian panel – Janvier 2013
    55. 55. 57How do people use Facebook?
    56. 56. 58Facebook has reviewed the rulesIn early days of Pages, Page Posts got up to 30 to 40 %organic reach on average.But now Page post achieve 12 to 16 % organic reach(Facebook Worldwide Average)FansFans
    57. 57. 59Today’s Facebook Eco SystemThe Facebook populationFriendsof fansFans16% offansFreePaidmediaPaidmediaPaidmedia
    58. 58. 60The challenge of todayOnly TopStories areshown (!)
    59. 59. 61The challenge of todayCOMPLEX MATH’S
    60. 60. 62Understanding Edge Rank is important!EdgeRank is made up of 3 variables: Affinity, Weight, andTime Decay.» Affinity is dependent on a users relationship with anobject in the news feed.– It is based on the proximity you have with a friend or Page (No. of commentsand no. of „Likes‟ from you and your friends, Frequency of visit to specificProfiles / Pages, Frequency of interactions with those Profiles / Pages)» Weight is determined by the type of object, such as aphoto/video/link/etc.» Time Decay: as an object gets older, the lower thevalue.
    61. 61. 63Edge Rank is just the beginningFans are just the beginning (!)Getting engagement from those Fans is a real Challenge.To maximize your presence in Top News:• Generate Likes;• Provoke Comments;• Invite people to Share;• Make people return to your Page;
    62. 62. 64UNDERSTANDINGENGAGEMENT
    63. 63. 65Edge Rank is just the beginningMeasure, Compare & Optimizethe Karma of Your Page.
    64. 64. 66Engagement comparisonN°1
    65. 65. 67Position 2 in the non-alcoholic drinksPOSTING STRATEGY
    66. 66. 68What is the best moment to post?SaturdayMondayTuesdayWednesdayThursdayFridaySunday
    67. 67. 69What is the best moment to post?MONITORING
    68. 68. 70Why is this important?Influences the vitality of your Facebook pageWith Spa Belgium we strive to:• Be the most attentive page in its category• Not let any fine action unnoticed• Keep the conversation going on the page, itsposts, …
    69. 69. 71Why is this important?Page Name Fan posts Like of page fans postsReplies of page FanpostsAverage reply on fanpostsSpa Belgium 18 5 12 0,9Bru 14 3 7 0,7Gini 6 3 1 0,6Evian Belgium 51 8 8 0,3We are number one in terms of monitoring, with an average of0,9 reply per fan post.
    70. 70. 72Some examples
    71. 71. 73Set up a processPositivecommentNegativecommentThank him and encouragefor more comments.UnhappycustomerWronginformationNegativeopinionJokeCheckfactsIf correct, acknowledge and checkhow you can make it right.If wrong, correct politely andmonitor.CheckfactsIf correct, acknowledge, publish thecorrect information and monitor.If wrong, correct politely andmonitor.Monitor, and if needed delete basedon guidelines of the page.QuestionProductInformationIf you can answer straight away, do it. Ifnot, ask for more information or say youwill come back asap with detailedinformation. Ask information todedicated people.
    72. 72. 74REACH
    73. 73. 75Actual Approach > single community approachEveryone is touchedby the samemessages – no orlittle segmentation
    74. 74. 76Future parents:Spa will help youthrough the processwith tips, …Families:Spa helps youdiscover fun activities,events, …Health & Wellness:Spa takes care ofyou. Helps you to stayhealthy, …Future Approach > user tailored contentGeneral content will be mixed with tailor made content
    75. 75. 77Future Approach > user tailored contentOrganicFriends of Fans,or Specific targetPPA PPA PPA PPAThey have not “Liked” your Brand.They did not “ask” to receive contentfrom the brand in their newsfeed“Reach Friendly” content
    76. 76. 78Organic versus Paid ReachUp to 25K daily organic Views Reach up to 400K daily Views
    77. 77. 79PPA ExamplesTargeting :Friends of FansTargeting :Fans + Friends ofFansTargeting :Fans
    78. 78. 30/05/2013 80THE RIGHT MIX
    79. 79. 81 81Questions?

    ×