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FRA SOCIAL MASSEKOMMUNIKATION& GRATIS EKSPONERINGERTIL NICHE MARKETING& STRATEGISKE INVESTERINGER

København, 27. august 2014

2 Source: TheConversationPrism.com

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FACEBOOK EVOLUTIONEN

STRATEGISK COMMUNITY MANAGEMENT

DIFFERENTIERET DATA DREVET KOMMUNIKATION

…CONTENT CONTENT CONTENT

AGENDA

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7

BRANDS PÅ FACEBOOK

Source: Business Insider

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DEN ORGANISKE REACHS EVOLUTION

Source: Social@Ogilvy

9

%

2

4

6

8

10

12

14

16

Time

Old EdgerankNew Edgerank

18

20

OrganicAmplification

or Decay

Your new core audience

Your old core audience

OrganicAmplification

or Decay

ÆNDRINGER I KERNEMÅLGRUPPEN

Loyalitet

Retention

Churn prevention

Konverteringer

Salg

Transaktioner

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STRATEGISKE TILGANGE

CRM REACH

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LikersNo interactions – yet…

First-timers & CasualsInteracted 1-5 times

Re-engagedInteracted 5-29 times

Super FansInteracted +30 times

Active users

Fans

DRIV MÅLGRUPPEN NED GENNEM FUNNEL

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LikersNo interactions – yet…

First-timers & CasualsInteracted 1-5 times

Re-engagedInteracted 5-29 times

Super FansInteracted +30 times

Active users

Fans

DEN OPTIMALE FUNNEL

90%

9%

1%

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TRANSFORMÉR FANBASEN TIL EN KUNDEBASE

Duration between the first and latest interaction

Average duration between each interaction

Lifetime of a fan

Retention

Average interaction per fan during lifetime

Interactions

Number of fans who are costumers

Costumers

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AKTIVITET, BENCHMARKS OG FREMSKRIVNING

Current

27

Target

469

5304

Total Interactions Unique Users Interactions Per User

Projected5601

Current

16

Target

368

4416

Projected4592

Current

0.02

Target

1.27

1.26

Projected1.48

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CRM OG LIVSTIDSVÆRDI

Lifetime Retention Interactions

Current

1.9

*Target

76.67

78.57**Projected

57.67

Current

0.45

Target

24.96

25.41

Projected

20.46

Current

.003

Target

3.42

3.43

Projected

3.46

Customers

Current

17

Target

28410

28170

Projected

29521

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CASE EKSEMPEL

LikersNo interactions – yet…

First-timers & CasualsInteracted 1-5 times

Re-engagedInteracted 5-29 times

Super FansInteracted +30 times

Baseret på2731 unikke

brugere

Brandets FB Side

90%

9%

1%

Optimal Funnel

97%

1,7%

0,1%

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HVORDAN?

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Vi har adgang til alt data i Facebooks Interest Graph

hvilket betyder at

vi kender demografier & psykografier på alle målgrupper

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TV

POP MUSIC

VIDEO GAMES

ROCK MUSIC

SOCCER

74%

PERCENTAGE OF AUDIENCE AFFINITY COMP. TO COUNTRY AVG.

238%

ROLE-PLAYING GAMES

SIMULATION GAMES

MOTOR CYCLES

RELIGION

SMARTPHONES

INDEX AFFINITET

MÅLRET KOMMUNKATIONEN MED UDGANGSPUNKT I INTERESSER

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SEGMENTER HAR FORSKELLIGE INTERESSER

LikersNo interactions – yet…

First-timers & CasualsInteracted 1-5 times

Re-engagedInteracted 5-29 times

Super FansInteracted +30 times

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Facebook har udviklet sig til en

kompleks annonceplatform

Data kan hjælpe os med

at drive engagement & reach – også organisk

Differentieret kommunikation

er need-to-have og ikke nice-to-have

Content er stadig

nøglen til socialt engagement

OPSUMMERING

TAK FORDI I LYTTEDE