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Facebook : Ne vous limitez pas à la fan page et aux "like"

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Facebook : Ne vous limitez pas à la fan page et aux "like"

Conférence à La Piscine de Roubaix le 9 juin 2011.

Découvrez les dernières innovations marketing sur Facebook avec Xavier Leclerc (Facebook), Antoine Gounel (OpenGraphy), Arnayd Rofidal (altima°).

Photos : http://on.fb.me/mmZAs8
En savoir plus : http://blog.altima.fr/?p=1810

Published in: Business, Travel, Technology
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Facebook : Ne vous limitez pas à la fan page et aux "like"

  1. 1. Au ProgrammeSocial DesignOpen GraphF-commerceFaceboook AdsQ&Raltima° - Conférence Facebook – Musée La Piscine de Roubaix
  2. 2. Social by design
  3. 3. Internet s’organise autour des individus Portails Recherche Social Années 1990 Années 2000 Années 2010
  4. 4. La transition est significative et rapide + 52% Portails 1 + % -21% Recherche Social Source: ComScore Global Jan 2010vs Jan 2011 – Temps passé
  5. 5. Le partage augmente significativement Interactions entre Source de trafic pour le utilisateurs Facebook top 10 sites 2x % Facebook interactions % Recherche June 2010 Jan 2011 Jan 2010 May 2010 Jan 2011 Source: Facebook Internal June 2010 – Jan 2011 Source: ComScore Global Jan 2011
  6. 6. NikonNet! iPhoto!
  7. 7. Internet Les marques se Se focalisers’organise recentrent autour desautour des autour des personnespersonnes individus génère des résultats
  8. 8. 43 % du partage d’infos a lieu dans lesmédias sociaux TF1
  9. 9. 100 millions de listes de lecturespartagées Spotify
  10. 10. 100 millions d’utilisateurs en 40 jours Cityville
  11. 11. Vers un internet plus social
  12. 12. L’Open Graph
  13. 13. altima° - Conférence Facebook – Musée La Piscine de Roubaix
  14. 14. Le F-Commerce
  15. 15. DéfinitionLe F-Commerce est l’action d’achat effectuée sur Facebook ou influencée par Facebook Commerce ON Facebook F-­‐Store   Deals  on     Facebook     Facebook   130 amis Credits   F-Commerce Commerce OFF Facebook Facebook   Facebook     In-­‐Store     Open  Graph   Shop   600 millions Facebook   Check-­‐in     Deals  altima° - Conférence Facebook – Musée La Piscine de Roubaix
  16. 16. Le F-commerce On Facebook? Full Storealtima° - Conférence Facebook – Musée La Piscine de Roubaix
  17. 17. Le F-commerce On Facebook? Full Storealtima° - Conférence Facebook – Musée La Piscine de Roubaix
  18. 18. Le F-commerce On Facebook? Full Storealtima° - Conférence Facebook – Musée La Piscine de Roubaix
  19. 19. Le F-commerce On Facebook? « Faux Store »altima° - Conférence Facebook – Musée La Piscine de Roubaix
  20. 20. Le F-commerce On Facebook? « Faux Store »altima° - Conférence Facebook – Musée La Piscine de Roubaix
  21. 21. De vrais succès 1000 couches 20% des ventes On vendues en 1 heure Facebook avec un avec le f-store panier moyen supérieur de 7 à 10% au siteMais ce n’est pas l’étape 1 du f-commerce aujourd’hui!altima° - Conférence Facebook – Musée La Piscine de Roubaix
  22. 22. First step
  23. 23. Un petit constat vs 75% 10%altima° - Conférence Facebook – Musée La Piscine de Roubaix
  24. 24. Utiliser la puissance de votre site X 10 X 1,2altima° - Conférence Facebook – Musée La Piscine de Roubaix
  25. 25. Commentmaximiserles actionssociales surle site et leurretour?
  26. 26. 1. optimisez vos balises Open Graph En marketant le titre et la descriptionObjectif :maximiser laréactivité dans lanews feed altima° - Conférence Facebook – Musée La Piscine de Roubaix
  27. 27. 2. optimisez l’élément liké L’élément partagé est la vidéo du produit plutôt qu’une image.Le format est plus impactant etincite à une meilleure réactivitédans la news feed. altima° - Conférence Facebook – Musée La Piscine de Roubaix
  28. 28. 3. Ré-engagement: La bière vous parle…;)On passe d’une stratégie « one to many » à « one to few »Objectif : développer le retour au-delà de la première actionsociale et l’authenticité de la relationaltima° - Conférence Facebook – Musée La Piscine de Roubaix
  29. 29. 3. Ré-engagement: le T-shirt vert aussi…Vous avez aimé notre t-shirt vert, que pensez-vous denotre t-shirt rose ?Cross selling, up-selling, questions sur les nouveauxproduits… altima° - Conférence Facebook – Musée La Piscine de Roubaix
  30. 30. 4. Commentaires : testez l’impactaltima° - Conférence Facebook – Musée La Piscine de Roubaix
  31. 31. 5. La « social proof » - augmentation de laviralité Afficher la photo des amis c’est un un taux de clic x 2,5altima° - Conférence Facebook – Musée La Piscine de Roubaix
  32. 32. 5. La « social proof » peut-elle impacter le taux de transformation final?•  Pas beaucoup de données à ce jour sur le sujet•  Intuitivement on devrait avoir un impact positif•  La solution: tester les différentes combinaisons pour trouverl’optimum entre impact social et taux de transformation du site Add a comment... X X Post to Facebook Comment Comment Box altima° - Conférence Facebook – Musée La Piscine de Roubaix
  33. 33. 6. Des succès?50 à 300% X2 en traffic Facebook traffic Facebook x 40!d’augmentation detraffic Facebook Un commentaire = 5,3$ source de traffic 1 de vente additionnelle (devant Google) et 2,52$ par partage altima° - Conférence Facebook – Musée La Piscine de Roubaix
  34. 34. Innovez, un nouveau terrain de jeu s’offre à vous !altima° - Conférence Facebook – Musée La Piscine de Roubaix
  35. 35. Facebook ads
  36. 36. De quoi parle-t-on ? La caisse d’épargne maintenant? Ok c’est du push…altima° - Conférence Facebook – Musée La Piscine de Roubaix
  37. 37. De quoi parle-t-on ?altima° - Conférence Facebook – Musée La Piscine de Roubaix
  38. 38. Facebook : la force de la segmentationBrief: je voudrais pouvoir toucher les hommes de 25 à 30 ans habitant en France et qui aiment le poker!altima° - Conférence Facebook – Musée La Piscine de Roubaix
  39. 39. Sponsored story: social by design30% de volume de conversion en plus vs le format standard – EfficientFrontierBaisse de 83% du coût par Fan - Gordmansaltima° - Conférence Facebook – Musée La Piscine de Roubaix
  40. 40. ConclusionNe vous limitez pas à développer une Page Fan avec le plus de Fan possibleMettez votre site à jour de l’OpenGraph, première étape d’une démarche socialeOptimisez votre démarche Facebook On Site en mode Test & LearnUtilisez le pouvoir du ré-engagement dans le respect d’une relation authentiqueFacebook Ads: pensez social et utilisez la puissance de la segmentation et les formats sociaux altima° - Conférence Facebook – Musée La Piscine de Roubaix
  41. 41. Merci !On partage ?
  42. 42. Sources
  43. 43. Sourceshttp://techcrunch.com/2011/03/01/pros-cons-facebook-comments/http://searchengineland.com/by-the-numbers-how-facebook-says-likes-social-plugins- help-websites-76061http://www.allfacebook.com/sponsored-stories-add-efficient-scale-to-facebook- campaigns-2011-05http://www.allfacebook.com/how-to-succeed-at-facebook-advertising-2011-05http://www.sq1agency.com/blog/?p=2857http://www.slideshare.net/krds/le-bouton-jaime-dos-donts altima° - Conférence Facebook – Musée La Piscine de Roubaix
  44. 44. ContactsArnaud ROFIDAL!Directeur Associé"Twitter: @arnaudrofidal"06 14 41 08 92"arofidal@altima.fr" www.altima.fr

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