facebook marketing: the next steps
DESCRIPTION
Deze presentatie over Facebook marketing heb ik gegeven bij de Social Media Club Utrecht (SMC030) op 14 maart. Zowel best practices als nieuwe ontwikkelingen worden behandeld.TRANSCRIPT
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Marketing: The Next Steps Marketing: The Next Steps
SMC030 – 14 maart 2012
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@PeterMinkjan
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Ik blog
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FacebookPro.nl
Meest vooraanstaande* Facebook marketing blog van Nederland
*want enige;)
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Binnenkort………………
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Het begon in 2004
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8 jaar later: 1 miljard gebruikers
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Facebook in Europa
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Facebook in Nederland
64% groei in Nederland in 2011
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Marktaandelen NL
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Sociale digitale centrum
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Mobiel gebruik stijgt hard
2011: 33% Facebook verkeer is mobiel
2012: 50%+ Facebook verkeer is mobiel
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Laat je historie zien
Vertel je verhaal!
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“Less than one percent of your fans ever go back to your
Facebook page”
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Hoe krijg je fans op Facebook?
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Wedstrijden
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Hou de prijs relevant
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Facebook advertising
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“We charge less if you are more engaging.”
Tom Elliot,
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Ad engagement = CTR
• Facebook ads hebben maar een levensduur van 48 -96 uur
• Sterke correlatie tussen CTR & CPC
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Gebruik Sociale Context
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Test altijd meerdere afbeeldingen
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Dit zijn de winnaars
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Waar verschijnen advertenties?
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Nieuw: Reach Generator
Bereik gegarandeerd 75% van je
fans
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Activeer
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Fans hebben invloed
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NEC: fans kiezen seizoenskaart
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Iedere fan een plekje in dorp
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Fan staat centraal
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Facebook is geen RSS reader
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Facebook is geen Twitter!
Twitter posts = geen interactie = lage EdgeRank = klein bereik =
geen resultaat
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Plan
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Niet iedereen ziet je updates
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Nieuwsoverzicht = epicentrum
45% van de tijd is in de newsfeed
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EdgeRank bepaalt inhoud newsfeed
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EdgeRank formule
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Consequentie Edgerank
Je zal op het juiste tijdstip updates moeten plaatsen die interactie
genereren want anders zien steeds minder fans jouw updates.
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Doe eens gek
Post eens buiten kantoortijd
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Hou het kort
Interactie neemt significant af na 240 tekens.
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Deel foto’s, foto’s, foto’s
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Deel video’s
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Stel (relevante) vragen
20% meer interactie
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Fill-in-the-blanks
90% meer interactie
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Celebrate stuff
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Hou het luchtig
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Varieer
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Social Buttons
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Facebook Like Box
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Facebook comments
4.5 X verwijzend verkeer vanuit
FB sinds implementatie
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Open Graph
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Social Graph
Persoonlijk netwerk van connecties
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Facebook Gestures
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Rotten Tomatoes
“Want to see it” & “Not interested”
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Registraties
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Hier haken veel mensen af
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Social Login: FB Connect
Conversiepercentage: 30% tot 200% verbetering (!)
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61% geeft voorkeur aan FB login
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Social Login = meer activiteit
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Airbnb: Facebook Connect
100% stijging van registraties!
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Met 1 klik geregistreerd
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Kan meteen vrienden uitnodigen
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EventBrite: Alles is te delen
• Facebook Share = 11 extra page views
• Facebook Share = $2,53 extra omzet
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Etsy.com/gifts
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Suggesties obv social graph
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Tesco: Virtuele paskamer
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Glassdoor.com – Gebruik netwerk om een baan te vinden
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Aanstaande maandag…..
http://www.veiligfacebook.nl/
Pssst…..het is gratis.