Performance 2011 - Arthur Hoogeveen - Info.nl

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

17

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

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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

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APRIL MAY JUNE

S M T W T F S S M T W T F S S M T W T F S

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JULY AUGUST SEPTEMBER

S M T W T F S S M T W T F S S M T W T F S

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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

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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…

39

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

arthur@info.nl

Questions? Get in touch!

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