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Mikael lemberg on facebook

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Mikael lemberg on facebook

  1. 1. facebook developer garage / lemberg Mikael Lemberg Chief Innovation Officer, Komfo F fb.me/Mikael.Lemberg T @Lemberg W Lemberg.dk E mil@komfo.com M +45 53 37 79 88komfo.com / facebook.com/komfo
  2. 2. facebook developer garage / agenda AGENDA 1. News feed optimization 2. Word of mouth at scale 3. Stories production 4. Facebook ads 5. Implementing and organizingkomfo.com / facebook.com/komfo
  3. 3. facebook developer garage / introductions CLICKER TRAININGkomfo.com / facebook.com/komfo
  4. 4. facebook developer garage / news feed optimization NEWS FEED OPTIMIZATIONkomfo.com / facebook.com/komfo
  5. 5. facebook developer garage / news feed optimization POST REACH COMPARED WITH WEEKLY FREQUENCY 1 day 2 days 3 days 4 days 5 days 6 days 7 days Source: Facebook, Worldwide Data, Top 100 brand pages, May 2011komfo.com / facebook.com/komfo
  6. 6. facebook developer garage / news feed optimizationkomfo.com / facebook.com/komfo
  7. 7. facebook developer garage / news feed optimization THE WEB IS BEING BUILT AROUND PEOPLE Browse (Portals) Search Discover (Social) Source: ComScore Global Y/Y change – Jan 2011komfo.com / facebook.com/komfo
  8. 8. facebook developer garage / word of mouth at scale TIME SPENT ON FACEBOOK BY CONTENT SECTION Front page / Newsfeed Profiles Photos Apps & toos All other Source: comScore Mediabuilder, U.S., May 2011komfo.com / facebook.com/komfo
  9. 9. WORD OF MOUTH AT SCALE (WOMAS) Your market (i.e. 200K) Friends of Fans (i.e. 174K) Fans (i.e. 484)komfo.com / facebook.com/komfo
  10. 10. WHEN DO YOU STOP RECRUITING FANS? FoF Multiplier Marginalomkostning Marginalnytte # Fans Kilde: Facebook, Worldwide Data, Top 100 brand pageskomfo.com / facebook.com/komfo
  11. 11. NEW KEY TERM: ”STORIES” Not Word of Mouth Word of Mouthkomfo.com / facebook.com/komfo
  12. 12. PAGES BUILD COMMUNITIES FOR CONVERSATIONS BETWEEN PEOPLE Pages post and Conversations get feedback between friends Fans Friends of Fanskomfo.com / facebook.com/komfo
  13. 13. komfo.com / facebook.com/komfo
  14. 14. komfo.com / facebook.com/komfo
  15. 15. AMPLIFY WORD OF MOUTH WITH SPONSORED STORIES Pages Page Likes Page Posts Page Post Likes Check-in App Used App Share Domain App Websitekomfo.com / facebook.com/komfo
  16. 16. DEFINE YOUR WOMAS STRATEGY Owned Earned Pages News Feed Apps Sponsored Stories Word of mouth Facebook Ads Paidkomfo.com / facebook.com/komfo
  17. 17. ADAPT YOUR ORGANIZATION Acquisition Branding Engagementkomfo.com / facebook.com/komfo
  18. 18. FIND THE RIGHT BENCHMARKSkomfo.com / facebook.com/komfo
  19. 19. MOVE ON IN 4 STEPS 1. Are you working with clicker training? 2. What’s your IPM score? 3. Do you have a WOMAS strategy? 4. How are you organized about branding, engagement and acquisition?komfo.com / facebook.com/komfo

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