The document discusses Facebook as a platform for engaging online ecosystems. It provides statistics on Facebook's growth in Europe and the Netherlands, including demographics of Dutch Facebook users. It then describes how Pathé, a Dutch movie theater chain, has built an ecosystem on Facebook through its Facebook page, apps, campaigns and integration with its website to engage customers and drive traffic. It concludes with an overview of services from info.nl to provide professional social media marketing solutions.

1. facebook as pla,orm for
engaging online ecosystems
GX Connect 2010, 2 december 2010

2. starring

3. vision of info.nl
Real=me Company
marke?ng is a service experience
online sustainable
differen?a?on
Exploding Strategy
be there where the user is
ecosystem
distributed
Virtual Warmth
a context relevant dialogue
apps
online
presence

4. the context of our life is an
online ecosystem

5. The Web of Documents gave
us the page rank

6. With the Web of Data we start
to produce and remix

7. We are all conversa?onalists in
a Web of People

8. We are now at the beginning
of the Web of Impulses

9. Tim O’Reilly
Devices will all have sensors.
In the end it is about the
services you create using these
sensors.

10. check in/check out systems

11. conversion funnels start everywhere
aKract
engage
convert
retain

12. connec?ng to legacy
portal server
content customer
repository LDAP
profile
ERP/
apps
WCMS SSO & shops
ECMS security CRM

13. the challenge: be part of the
dialogue

15. Mark Zuckerberg
Communi?es already exist. Instead, think about
how you can help that community do what it
wants to do.

16. Over 550m Ac?ve Users Globally
Over 169 million users in Europe
2007 2008 2009 2010
Source: Facebook internal data, Nov 2010

17. Top Facebook countries in Europe
1. United Kingdom 28m
2. Turkey 23m
3. France 19.5m
4. Italy 17.2m
5. Germany 12.4m
6. Spain 11.6m
7. Sweden 3.8m
8. Poland 3.7m
9. Belgium 3.6m
10.Netherlands 3.1m
Source: Facebook Internal Data, Nov 2010

18. Over 3.13m Ac?ve users in Holland
2010
Source: Facebook internal data, November 2010
Note: Ac?ve users are registered users who have logged on to Facebook at least once in the last 30 days

19. Over 3.13m Ac?ve users in Holland
3.13+
2008 2009 2010
Source: Facebook internal data, November 2010
Note: Ac?ve users are registered users who have logged on to Facebook at least once in the last 30 days

20. Facebook Demographics Holland
Gender Age
Source: Total ac?ve audience Facebook internal data July 2010

21. huge engagement
3.13m monthly ac=ve users
73% of users come back every week
44% of users return to the site daily
3.6 billion monthly page views
24% penetra=on of the online popula=on
91 average number of friends
872k users access on their mobile (28%)

22. mapping facebook?

23. mapping facebook?

28. Social ads
Open Graph
Target User
News feed
News feed
Pages
Facebook pages Applica?ons

29. instant personaliza?on

30. global ecosystem
900 mln objects that people connect with
30 billion pieces of content shared monthly
550k applica=ons ac=ve
more than 1 mln websites integrated with pla,orm
50% of comScore’s global top 100 sites
more than 150 mln people engage on external sites

31. facebook as the fuel for our
own online ecosystem

32. keys to success in facebook
an ac?ve and open wall
good community management generates fans
apps as engine
using the viral effect of the social ecosystem
ac?vate with aKen?on
sparks the engagement

33. facebook ecosystem of Pathé

34. 22 cinemas
16 ci?es
11 million visitors
#1 movie website in Netherlands: Pathe.nl

38. 90% of movie goers does orienta?on online
(source: Bioscoopmonitor)

39. Social?

40. “Want to catch a movie tonight?”
“Let’s go see the new Harry PoKer”

41. ov ie!”
Gre at m
“ ot to
e g t!”
u’v ou
“Yo k it
ch ec
“ The
expe 3D
rienc “So
ama e was funn
y!”
zing
”

42. +
+

44. Pathé facebook page

45. insights on customers

46. organic growth using cut+paste tools

47. using facebook campaigns

48. Pathé – Zaandam Applica?on

49. Pathé – Incep?on Applica?on

50. campaign: interac?on: viral

51. fanpage: fan growth

52. facebook as a traffic source

53. responder demographics

54. next steps: Pathé.nl social integra?on

55. next steps: Pathé.nl social integra?on

56. from page to applica?on

57. thanks!

59. info.nl/socialmarke?ng
We provide professional Social Media marke>ng
solu>ons with proven results.
Choose one of our clear services:
facebook startup, facebook ac?ve
Tooling for extended content management and analy?cs:
All in 1 social
Track record includes implementa?ons for
Pathé, GroenLinks, Fiat, John Frieda, All Op?ons
First Dutch Preferred Development Consultant

60. contact
Daan Bolder
daan@info.nl
020‐5309100