13. Pas på med at
blive en
instrumenterings
fanatiker
13
14. Hvis en stor gruppe
af dine kunder eller
potentielle kunder
er aktive på FB!
15. Hvis du kan opnå
kritisk masse->
tilstrækkeligt mange
mennesker som du kan
aktivere
16. Eksponential vækst og kritisk masse
25
GROWTH IN SUBSCRIBERS
20
15
10
5
0
Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
17. 90-9-1 tommel finger regel
• 90% will only consume content
• 9% will engage periodically, but only when the
conversation stirkes them as interesting
• 1% is the engaged audience driving the
conversation in your social community. They
support and provide value for the community to
read, hear, view
20. HVIS der er en
realistisk chance for
at opnå ROMI
(marketing ROI)
21. Short vs. long term effect and impact
on cash-flow in social media marketing
22. Hvilket engagement kan du opnå?
1% engagement rate er godt ! Links are
tracked
differently
Percentage of people who were exposed to the
message and either commented or liked!
Article about this topic
http://www.michaelleander.me/blog/facebook-
engagement-rate-benchmark/
24. Tro ikke at du
automatisk kan opnå
samme resultater som
andre du hører om
25. 90% of all Facebook
community (page)
building initiatives fail –
mostly because of the
wrong or no real purpose
26.
27. Hvor i livstidsforløbet kan du anvende
social media og Facebook?
Acquisition Konvertering Retention Win-Back
High
Loyalty
programs
Kunde værdi
Samtale Profiling
Kunde service
Opdateringer og information Win-Back
Opt-in
Low
Livscyklus
33. 8 kritiske komponenter
1. Set Community Expectations
2. Provide Cohesive Branding
3. Be Up To Date
4. Live Authenticity
5. Participate in Dialog
6. Enable Peer-To-Peer Interactions
7. Foster Advocacy
8. Solicit A Call To Action
34. Your content
concept
Measure &
react Your value
Social Media proposition
Marketing
Roadmap
Automate Sign-up
tactics
Engage Attract
audience audience
First 30
days
35. Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action
37. Hvem er dit publikum?
• Hvem og hvor er de?
• Hvad er deres interesser?
• Hvad er deres problemer?
• Hvad ved du ellers om dem?
• Hvad skal der til for at gøre dem interesseret?
Let’ see an example next...
38. Fastlæg dit
indholdskoncept
Hvad tilbyder du?
Hvilke fordele er der?
Hvorfor skulle dit publikum
interessere sig?
Frequency, security,
Trust
Tænk som en pubilsher
39. Tips for et godt
indholdskoncept
Vær unik
Vær ærlig og realistisk om din
formåen
Forventningsafstem
47. Case study with a great content concept -> long term build up
Although I am banner blind,
This add caught my attention
It says: Mindshare is looking
for more friends”
Click here
48. The click took me to
this Facebook page
About us Tools
Inspiration
50. <------ Integrating different
channels - > mobile media
information
<------ Offer to send (postal)
media information -> capturing
leads
51. Den konventionelle tilgang
• Tilfør værdi
• Deltage i samtalen
• Spam ikke
• Tal ikke for meget om dig selv
• Frekvens – ikke for ofte
95% of all businesses fail with the conventional approach
61. Failure is a big part of
your success !
• Eksperimentér
• Test, test, test
• Kultur for
eksperimentering og
læring af ”fejltagelser”
62. Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: leander@michaelleander.com