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KMU Best Practice: Bestattungen Hubert Laubach bei Facebook #AFBMC

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Vortrag von Marc Laubach und Thorsten Bost auf der AllFacebook Marketing Conference 2017 in München.

Mehr Informationen:
http://conference.allfacebook.de/session/bestattungen/

Published in: Marketing
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KMU Best Practice: Bestattungen Hubert Laubach bei Facebook #AFBMC

  1. 1. Thorsten Bost ting Beratungs-GmbH („die Agentur“) Hallo #AFBMC! Marc Laubach Bestattungen Hubert Laubach („der Facebook-Bestatter“)
  2. 2. Bestatter: Früher vs. Heute
  3. 3. Klassische Werbung vs. unser Anspruch Klassische Werbung (meist Telefonbuch) transportiert nur Informationen. Wir wollen Dialog! - Barrieren abbauen - Emotionen wecken - Vertrauen schaffen damit uns die potentiellen Kunden (ein wenig besser) kennen, wenn Sie uns kontaktieren (müssen).
  4. 4. Unsere Strategie Information Die Fans sollen etwas lernen. Emotion Wir wollen die Fans bewegen. Dialog / Vertrauen Die Fans sollen mit uns reden. Digitaler Nachlass Trauerkulturen Bestattungsgesetze Emotionale Sprüche Spenden von Kraft und Hoffnung Vorstellen der Mitarbeiter Abbauen von Hemmschwellen Dialog über FB & Co. aber auch -> von Angesicht zu Angesicht
  5. 5. 736 Fans – bringt das was? Pro Posting* bis zu 33.000 erreichte Personen / 4.300 Klicks Kontakte* 1.119.360 Impressionen unserer Postings Interaktion* bis zu 80 Kommentare bis zu 277 Likes / Posting Bei einem Ads-Budget von 6.000,- Euro* Monatsdurchschnitt: CPM 2,- bis 5,- Euro je nach Thema // CTR bei 4-10% Start: Oktober 2014
  6. 6. Emotion FB-Ads: € 20,- (CPM € 4,52) FB-Ads: € 30,- (CPM € 5,13)
  7. 7. Trauermusik
  8. 8. FB-Ads: € 39,48 (CPM € 1,92) Emotion
  9. 9. FB-Ads: € 39,48 (CPM € 1,92) Emotion
  10. 10. Information FB-Ads: € 36,43 (CPM € 4,45)
  11. 11. Storytelling / Recruiting
  12. 12. Erreichte Personen: 130.181 Gesamtausgaben: € 400,66 CPM – Gesamt: € 3,07
  13. 13. Gewinnspiel? Zum Muttertag??
  14. 14. Gewinnspiel? Zum Muttertag??
  15. 15. Gewinnspiel? Zum Muttertag?? Shitstorm- Alarm??
  16. 16. Gewinnspiel? Zum Muttertag?? Shitstorm- Alarm??
  17. 17. Gewinnspiel? Zum Muttertag?? Shitstorm- Alarm??
  18. 18. Dialog / Vertrieb
  19. 19. Vorsorge - Kampagne
  20. 20. Wie bringen wir unsere Facebook-Fans zu uns ins Institut?
  21. 21. Wie bringen wir unsere Facebook-Fans zu uns ins Institut?
  22. 22. Wie bringen wir unsere Facebook-Fans zu uns ins Institut?
  23. 23. Wie bringen wir unsere Facebook-Fans zu uns ins Institut?
  24. 24. Für was heute keine Zeit war... Google + Instagram Seid mutig!
  25. 25. Blick hinter die Kulissen
  26. 26. Webmonitoring Alles im Blick! - Unternehmensmonitoring - Themenmonitoring -> Content-Generierung Was bewegt die Menschen? Durch das Monitoring finden wir aktuelle (Branchen-)Themen. Dazu werden dann Postings mit Informationscharaker erstellt.
  27. 27. Webmonitoring
  28. 28. Webmonitoring
  29. 29. Webmonitoring
  30. 30. Tägliches Community Management: Planung: Redaktionsmeetings, Postingpläne Tagesgeschäft: geheime Facebook-Gruppe „Sicherheitsaspekt“ Externe Dienstleistung: "Watchdog“-Paket der ting. Die Facebook-Seite wird regelmäßig gecheckt. •  Mo. - Fr. mind. 4 Checks der Seite (8:00, 12:00, 16:00, 21:00 Uhr +/- 1 Stunde) •  Sa., So & Feiertage mind. 2 Checks um 12:00 und 19:00 Uhr +/- 2 Stunden Web- & Social Media Monitoring Suche nach Unternehmensname aber auch Themen! Zusammenfassung Agenturleistungen
  31. 31. GelerntbeiFanpageKarma@AFBMC Wie plant man die Inhalte? Emotion Information Prämie Service TrafficMarke Fan-Nutzen Unt.- Nutzen
  32. 32. Wie geht´s weiter? Sprüche / allgemeine Information Konkrete Information / Vorsorge Vorsorge- gespräch / Anruf Events vor Ort (Rezension) -> Kampagne coming soon
  33. 33. Marc Laubach, Inhaber m.laubach@laubach-bestattungen.de www.laubach-bestattungen.de Thorsten Bost, Geschäftsführer ting t.bost@ting.info // www.ting.info

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