Kennissessie Facebook (29 november 2012)

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Presentatie van de Kennissessie Facebook bij Info.nl.

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Kennissessie Facebook (29 november 2012)

  1. 1. Kennissessie Facebook29 november December 5, 2012
  2. 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. 3. Wij helpen u de juiste keuzes makenDe context van uw klanten verandert December 5, 2012
  4. 4. Info.nl verbindt al 18 jaar merken met mensen December 5, 2012
  5. 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. 6. 70 bevlogen specialistenFlexibel, efficiënt en effectief December 5, 2012
  7. 7. Klanten beoordelen ons alsbeste inhoudelijke bureauAl 3 jaar nummer 1 in de Emerce Top 100 December 5, 2012
  8. 8. Soon in this theater§ Kennissessie Mobile-proof 2013 § Wanneer? Donderdag 24 januari  December 5, 2012
  9. 9. Hoe gaat u de dialoog aan?Info.nl / social marketing December 5, 2012
  10. 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. 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. 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. 13. bol.com connects the dotsBest practice bol.com December 5, 2012
  14. 14. Sprekers December 5, 2012
  15. 15. December 5, 2012
  16. 16. bol.com December 5, 2012
  17. 17. December 5, 2012
  18. 18. December 5, 2012
  19. 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. 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. 21. Verdieping van dienstverlening December 5, 2012
  22. 22. Stap 1.Building Reach December 5, 2012
  23. 23. Multiple campaigns & advertising December 5, 2012
  24. 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. 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. 26. Stap 2. CreateEngagement December 5, 2012
  27. 27. Dagelijks actieve engagementbol.com zoekt de interactiemet zijn community December 5, 2012
  28. 28. December 5, 2012
  29. 29. De lachbaby, deel je fotoDoor de 50.000 likes December 5, 2012
  30. 30. Sociale context: deel je lachbabyMeer dan 2.000 ouders deelden hun lachbaby December 5, 2012
  31. 31. bol.com sportzomerLaagdrempelig usageBijdrage aan bereik & omzet December 5, 2012
  32. 32. Traffic generationReach: Generieke aanbiedingen op je wall December 5, 2012
  33. 33. Stap 3.Encourage Use December 5, 2012
  34. 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. 35. Actief aan de slag met bol.comUse: Persoonlijk relevant aanbod December 5, 2012
  36. 36. December 5, 2012
  37. 37. bol.com in een sociale contextJe persoonlijke verjaardagshulp December 5, 2012
  38. 38. December 5, 2012
  39. 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. 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. 41. And next….. December 5, 2012
  42. 42. December 5, 2012
  43. 43. FacebookKennissessie December 5, 2012
  44. 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
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  46. 46. December 5, 2012
  47. 47. 543 million mobile monthly active users YOY mobile 67% MAU growthDecember 5, 2012
  48. 48. Think about objectives… On & offline BrandingCommunity salesbuilding TrafficLeadgeneration CRM Media Exposure December 5, 2012
  49. 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. 50. Facebook:brands’ social tool kitDecember 5, 2012 50
  51. 51. Open Graph (Your Website) Social Ads News Feed News feed News feedFacebook pages Applications December 5, 2012
  52. 52. Pages Global pages Facebook Offers Ads Custom Audience Facebook Exchange Mobile app download apps Sponsored ResultsOffline ExperiencesSocial Machine December 5, 2012
  53. 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. 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. 55. OMG!!Only 3% to 9% of fans see your page posts December 5, 2012
  56. 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. 57. December 5, 2012
  58. 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
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  61. 61. December 5, 2012
  62. 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. 63. A way to retarget people using their browsing history (?) http://triggit.com/shutterfly-4x-return December 5, 2012
  64. 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. 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

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