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Outbox nescafe-facebook-2013

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Outbox nescafe-facebook-2013

  1. 1. The Facebook Journey
  2. 2. Posts The 3 main Facebook pillars Apps Ads
  3. 3. Reach? The 3 main Facebook KPI Engagement Fans
  4. 4. A short NESCAFE Alegria story
  5. 5. Started with the most engaging posts
  6. 6. Increasing fan base
  7. 7. Change of posting theme / strategy
  8. 8. What’s the reach? Row Labels Interactiuni Total Fans Reach Reach % Eng pe fani Eng pe reach 1. 2012_Feb 69 30,837 13,444 44% 0.23% 1.04% 2. 2012_Mar 87 41,397 5,000 12% 0.21% 1.75% 3. 2012_Apr 72 41,738 5,000 12% 0.17% 1.43% 4. 2012_May 30 41,946 5,000 12% 0.07% 0.60% 5. 2012_Jun 21 42,027 6,726 16% 0.05% 0.33% 6. 2012_Jul 13 42,059 7,852 19% 0.03% 0.17% 7. 2012_Aug 44 42,091 6,805 16% 0.10% 0.69% 8. 2012_Sep 53 42,514 5,543 13% 0.12% 0.89% 9. 2012_Oct 40 43,910 4,096 9% 0.09% 0.87% 10. 2012_Nov 47 45,780 3,491 8% 0.10% 1.22% 11. 2012_Dec 58 47,031 2,773 6% 0.12% 1.71% 12. 2012_Jan 40 47,740 2,054 4% 0.08% 1.99% ?
  9. 9. The short story 1st Post - about books 2nd post - about books 3rd post – about movies 00 0100 0100 Fan base Book lovers Movie lovers
  10. 10. Main KPIs evolution reach fans interactions reach rate Engagement/reach
  11. 11. • Don’t change posting theme without a promoted posts campaign • It’s recommended to have a permanent Ads campaign to get new people within your fan base and reach group • The starting posting theme is of most importance • Don’t use a single communication pillar – try a multiple segment approach. We’ve learned about Facebook:
  12. 12. Thank you! adrian.pavelescu@outboxweb.ro

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