performance 2011 - arthur hoogeveen - info.nl
TRANSCRIPT
How to achieve results on Facebook
Arthur Hoogeveen
The life of a Dutch Facebook user
5.24+
6m
4m
hello world!(2007)
now I canread Dutch
from profileto stream
Source: Facebook internal data, Oct 2011
Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
5.24 m monthly active users
3.7 billion monthly page views
30 % penetration of the online population
58 % of users return to the site daily
93 average number of friends
1.8 m users access on their mobile
82 % of users come back every week
Huge Growth and Engagement
Demographics
Facebookthe social ecosystem
Open Graph (Your Website)
News feed
Social Ads
ApplicationsFacebook pages
News feed
News Feed
How does the viral effect work?Facebook offers powerful viral opportunities
Bought Media
BRAND
Earned Media
Owned Media
Facebook AdsKick-start the viral effect
The effectiveness of Facebook Ads
http://mashable.com/2010/10/18/facebook-brands-likes-study/
Social Ads
Engagement adsLike Ad
Event Ad
Comment Ad Polling Ad
Targeting
Reachblocks The Facebook equivalent of a Homepage takeover?
Reach every Dutch Facebook user over 24 hours
• 5,333,333 impressions
• 1,500,000 unique users
Voorbeeld: Groenlinks
Een ruime variatie van teksten en afbeeldingen om interesses van specifieke doelgroepen te bereiken en optimaal resultaat te behalen
Simpel en effectief
The Facebook Page
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Facebook PagesMuch more than just a wall...
time to get creative!
©Info.nl 2011
Why invest in a Facebook page?
- Take your message to where your customers already are!- Harness the power of viral marketing- Fans are your brand ambassadors- Keep your business top of mind- See what users react best to- Communicate with your customers- Control brand perception
Use of wall posts – Triodos Bank
• Types of project that Triodos support
• Responding to user reactions
• Promotes openess with fans
• Results in great interactions
Fanpage: Organic Impressions
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Stream Imps Total Stream Imps.
By clicking ‘like’ a user makes a connection with your brand.
This causes a social action which will be seen by 5% of their friends in their newsfeed
Engagement ads drive traffic directly to your Facebook Page
Organic impressions drive traffic to your page Users can
be driven to the point of sale directly from the page
A brand can broadcast a message to all of their fans at any time for free.
These could be special offers, general conversations etc and can drive users directly to the point of sale.
More Fans = More Sales
Like Ad
A user is 4.5 times as likely to click on an organic story than a paid for impression.
A user is 25% more likely to click on an ad
with social context.
Domino’s Pizza
The Value Of A Fan
Top Tips for a great Facebook Page• Give your page a clear purpose• Define your strategy
• Page should be fun, useful and shareable• Use applications, games and competitions to add depth • Provide ‘fan only’ content• Include plenty of links to your website
• Use Facebook Ads to gain fans quickly• Make regular and relevant status updates• Keep content on your page fresh• Ask your fans what they want to see!
ApplicationsStimulate the viral effect and engage
users
Fan Aquisition
John Frieda – Fun and Functional
T-Mobile Plein
Facebook helps customers
©Info.nl 2011
ING Nederland
Facebook helps customers
ABN Amro
Give users options
ASB
Customer Convenience
A bank branch inside Facebook!
Real growth following campaigns
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Total Fans Daily Fans
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Conversational Calendar
Facebook as part of your overall marketing mix
Facebook is for life, not just for Christmas
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Total Likes Daily New likes
Plan Facebook in advance, have a 6 month strategy
Commit internal resources within your company to manage the page
Mix in Facebook-only campaigns
plus current marketing initiatives
Multiple campaigns keep
user interest, and your brand
top of mind
Sample Calendar2011
JANUARY FEBRUARY MARCH
S M T W T F S S M T W T F S S M T W T F S
1 1 2 3 4 5 1 2 3 4 5
2 3 4 5 6 7 8 6 7 8 9 10 11 12 6 7 8 9 10 11 12
9 10 11 12 13 14 15 13 14 15 16 17 18 19 13 14 15 16 17 18 19
16 17 18 19 20 21 22 20 21 22 23 24 25 26 20 21 22 23 24 25 26
23 24 25 26 27 28 29 27 28 27 28 29 30 31
30 31
APRIL MAY JUNE
S M T W T F S S M T W T F S S M T W T F S
1 2 1 2 3 4 5 6 7 1 2 3 4
3 4 5 6 7 8 9 8 9 10 11 12 13 14 5 6 7 8 9 10 11
10 11 12 13 14 15 16 15 16 17 18 19 20 21 12 13 14 15 16 17 18
17 18 19 20 21 22 23 22 23 24 25 26 27 28 19 20 21 22 23 24 25
24 25 26 27 28 29 30 29 30 31 26 27 28 29 30
JULY AUGUST SEPTEMBER
S M T W T F S S M T W T F S S M T W T F S
1 2 1 2 3 4 5 6 1 2 3
3 4 5 6 7 8 9 7 8 9 10 11 12 13 4 5 6 7 8 9 10
10 11 12 13 14 15 16 14 15 16 17 18 19 20 11 12 13 14 15 16 17
17 18 19 20 21 22 23 21 22 23 24 25 26 27 18 19 20 21 22 23 24
24 25 26 27 28 29 30 28 29 30 31 25 26 27 28 29 30
31
OCTOBER NOVEMBER DECEMBER
S M T W T F S S M T W T F S S M T W T F S
1 1 2 3 4 5 1 2 3
2 3 4 5 6 7 8 6 7 8 9 10 11 12 4 5 6 7 8 9 10
9 10 11 12 13 14 15 13 14 15 16 17 18 19 11 12 13 14 15 16 17
16 17 18 19 20 21 22 20 21 22 23 24 25 26 18 19 20 21 22 23 24
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30 31
Page Start-up 4 week Fan aquisition
campaign
Product Launch – new product-specific
campaign
Mothers’ Day
campaign
New store launch – Facebook
deals/campaign
Summer sale – in-store and online
Fan Aquisition campaign -
competition
Christmas campaign
Open Gaph Implementation
All in 1 SocialEffective community management for
Facebook and Twitter
All in 1 Social
Get a competitive advantage
So, to summarize…
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How to activate and engage fansIgnite attention by driving trafficFacebook ads
Boost engagement and the viral effectFacebook pages and applications
Offer relevant promotions & servicesGive users a reason to interact
Manage your community effectivelyReach your KPI’s through analysis
Questions? Get in touch!
Info.nl provide Facebook strategy, build apps and run media campaigns.
We deliver real results on Facebook.
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