facebook adverteren | pauwr internetmarketing
DESCRIPTION
Presentatie Facebook Adverteren tijdens Emerce Performance op 1 december 2011. Door Pieter Voogt van PauwR Internetmarketing.TRANSCRIPT
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FACEBOOK ADVERTEREN
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GEEN LANG VERHAAL
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GEEN BLA BLA…
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NIET ALLEEN MOOIE PLAATJES
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MAAR GEWOON … ACTIE!!
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--> FACEBOOK PORNO!
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>800.000.000Actieve Facebook gebruikers
wereldwijdBRON:
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5,4 miljoen
Facebook gebruikers NL
BRON:
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2010meest gezochte en bezochte
websiteBRON: http://bit.ly/nKIlpH
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FACEBOOK IN NEDERLANDNEDERLAND
5 361 200
LEEFTIJD GEBRUIKERS
74% 18-45
MAN / VROUW
49 / 51
BRON:
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STARRING
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INTRODUCTIE
Pieter Voogt• Mede-oprichter en -eigenaar
PauwR Internetmarketing en PauwRPlay Online Sportmarketing
• Google AdWords Professional sinds 2005• Achtergrond als (sport-)marketeer en copywriter• SEO specialist• Analytics Individual Qualification
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INTRODUCTIE PAUWR• Gespecialiseerd Internetmarketingbureau• Sinds 2003 • Zoekmachinemarketing sinds 2005• 14 medewerkers• 9 Google AdWords Professionals• Google Qualified Company sinds 2008• Google AdWords Certified Partner• Google Analytics IQ Kwalificaties• Rota Erkenning 2011• AdMarkt Gecertificeerd Bureau 2011
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FACEBOOK REFERENTIES
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BRON: www.facebook.com/NIVEAforMenNederland
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WIE HEEFT DE GROOTSTE?
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“Ursus”-beer via http://bit.ly/1yg2H
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FANS
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GROOTSTE BRANDS IN NEDERLAND*
1. 146.186
2. 117.977
3. 103.912
4. 101.211
5. 88.138*BRON: FACEBOOKPRO, 30 NOV. ’11 http://bit.ly/1yg2H
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En…
… dan?
NEDERLANDS GROOTSTE MERK
4.4 MILJOEN
(INTER)NATIONALE
FANS
BRON: www.facebook.com/heineken
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ENGAGEMENT
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ENGAGEMENT RANK 100*
ER = Engagement Rank
FR = Fan Rank
IPM = Interactions per thousand fans
*BRON: MARKETINGFACTS, 1 NOV. ’11 http://on.fb.me/uX12qHIPM= ((AANTAL COMMENTS + LIKES)/ AANTAL POSTS)) / #FANS)
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ENGAGEMENT RANK
KLUSJESMANNENIPM = 11,47
JACK DANIEL’S NLIPM = 11,04
FEYENOORD ROTTERDAMIPM = 10,56
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DISCRETIE
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KATTENVOER
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NO WASTE
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DELETED SCENES
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FACEBOOK GAAT NIET MET DE BILLEN BLOOT?
BLACK BOX
*BRON: PLAYBOY.NL http://bit.ly/ryM8LQ
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BIEDINGEN
VOORGESTELD BOD
BOD IDENTIEKE DOELGROEP
WERKELIJKE CPC
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WIE IS JE DIRECTE CONCURRENT?
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WIE KIJKT? NIEMAND…?
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HEINEKEN TV COMMERCIAL
*BRON: HEINEKEN.NL
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FACEBOOK ADVERTISING
= NO-CURE NO-PAY
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HOOFDFILM
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PROFESSIONAL
PREMIUM ADS
BRON:
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PREMIUM ADS
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PREMIUM ADS – LIKE ADS
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PREMIUM ADS – POLL ADS
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PREMIUM ADS – EVENT ADS
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PREMIUM ADS – SAMPLING ADS
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PREMIUM ADS – VIDEO COMMENT AD
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MARKETPLACE ADS
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BRON: RABOBANK.NL
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BRON: WERKSPOT.NL/VACATURES
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BRON: WWW.FACEBOOK.COM/PlayboyNL
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BRON: WWW.FACEBOOK.COM/volkswagennl
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AMATEURTJES LIVE
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RELEVANTIE AFBEELDING VERSUS TEKST?
BRON: NEDERLANDENERGIE.NL & BOL.COM
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IS HET DISLEKTIE, DYSLEXIE OF DYSLECTIE?
BRON: NEDERLANDENERGIE.NL
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AFBEELDING BEPAALT VOOR
SUCCES ADVERTENTIE70%
BRON:
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VROUWEN KLIKKEN
VAKER DAN MANNEN11%
BRON:
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ADVERTENTIES MET
ZIJN EFFECTIEVER (hogere CTR)
SOCIALE CONTEXT
BRON:
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= 13 jaarof ouder
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SEGMENTATIE
GEOGRAFIE(land, plaats, regio)
GESLACHT (geïnteresseerd in…)
LEEFTIJD
RELATIE(getrouwd, vrijgezel, etc.)
(vrienden van…) FANS LIKES & INTERESSES VERHUISD?
OPLEIDING/ WERK
TAAL
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EXPERIMENTEER
MAN – VROUW
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EXPERIMENTEER
LEEFTIJDEN
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EXPERIMENTEER
GEOGRAFISCH
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EXPERIMENTEER
SOCIAL – NON SOCIAL
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EXPERIMENTEER
INTERESSES
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EXPERIMENTEER
AFBEELDINGEN – TEKSTUEEL
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MARKTONDERZOEK
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DOE HET VEILIG
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RICHTLIJNEN FACEBOOK
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RELEVANTIE!
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ILLEGALE ACTIVITEITEN
SEKSDRUGS
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KAMASUTRA
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TECHNIEK ACHTER FACEBOOK ADSBRON: http://bit.ly/uKExxK
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REPORTING
VIEWSSOCIAL IMPRESSIONS
CLICKSLIKES VAN DE PAGINA
SOCIAL CLICKS
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REPORTING
BEST PERFORMING ADS
WORST PERFORMING ADS
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REGISSEURS
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REGISSEURS
MEDIABUREAU
RECLAMEBUREAU
ONLINE MARKETING BUREAU
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STARRING
WIE HEEFT DE GROOTSTE FANS
ENGAGEMENT
DISCRETIE
DELETED SCENES
WIE KIJKT? NIEMAND?
HOOFDFILMPREMIUM ADS
MARKETPLACE ADS
AMATEURTJES LIVE
KIJKWIJZERSEGMENTATIE OP:
EXPERIMENTEREN OP:
DOE HET VEILIG
KAMASUTRA
REGISSEURS
KLMNIVEAEA SPORTSAUTOTAALGLASLOTTO
VAKANTIEVEILINGENUITMETKORTING.NLHINETWORKING4ALLACTIECODE.NL
GARUDA INDONESIEKLUSJESMANNENJACK DANIEL’SFEYENOORD
NO WASTERELEVANTIEPRIVACY
BIEDINGENCONCURRENTIE
ALLNO-CURE NO-PAY
LIKE ADSPOLL ADSEVENT ADSSAMPLING ADSVIDEO COMMENT ADS
RABOBANKWERKSPOTPLAYBOYVOLKSWAGEN
RELEVANTIE AFBEELDINGEN VERSUS TEKSTDISLEKTIE, DYSLEXIE OF DYSLECTIE?
LEEFTIJDGEOGRAFIEGESLACHT (Geïnteresseerd in…)RELATIE (Getrouwd, vrijgezel, etc.)OPLEIDING/WERKFANS (en vrienden van…)VERHUISD?LIKES & INTERESSES
MAN – VROUWLEEFTIJDGEOGRAFISCHSOCIAL – NON SOCIALINTERESSESAFBEELDINGEN – TEKST
MARKTONDREZOEK
FACEBOOK RICHTLIJNENRELEVANTIE
FACEBOOK ADS MANAGEMENT SOFTWAREREPORTING
ONLINE MARKETING BUREAUMEDIABUREAURECLAMEBUREAUFACEBOOK
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DEZE FILM WERD U AANGEBODEN DOOR:
PAUWR INTERNETMARKETING
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