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10_ 12 October 2011, Vienna, Reed Messe Wien
Session: Cross-media Publishing TrendsTitle: Tricks to animate a Facebook fan page, generate traffic and profilesSpeaker: Daniel Van Wylick, Editorial Director, Groupe Rossel, BelgiumOlivier Simonis, Partner, Qualifio, Belgium
Media Port
Tricks to animate a Facebook fan page and generate trac and proles
September 2011
powered by :
h;p://www.qualio.com
Rossel Group
Leading newspaper publisher group in Belgium and France : 3.400.000 readers every day
Rossel Group
One of the leading internet publisher : 13.000.000 unique visitors every month
ETC
Rossel Group
Use of Social Networks
News In : new informaCon tools for journalists
News Out : new editorial markeCng tool for editorial teams, community managers and marketeers
Rossel Group
40,000 fans on Le Soir, Le Soir Mag
Growing source of trac (see next slide) A;ract new readers Dialogue with readers and surfers Development of new verQcal themaQcs (techno, style...)
Use of Facebook
Facebook as source of trac for online newspapers = twice more in 2011 than 2010.
In average, 8% of trac of top online European newspapers comes from Facebook
Our challenges
Get the most of Facebook fans : how can we convert them into surfers and readers ?
More generally : - Increase qualicaQon of our audience - Increase number of registred users via SSO (single sign on) - Develop innovaQve commercial products around interacQon and lead generaQon
How has Qualio helped us
We use the Qualio web applicaQon to create and publish a whole range of interacQons with surfers and fans :
Facebook Fan pages
web site ou CMS
Dedicated mini sites
Mobile and tablets sites
PUBLISH - Quizzes - Contests - Polls - QuesConnaires - Surveys - VoCngs - Tests - Etc.
ObjecQves
Editorial : - Animate our sites and Fan pages - Create original content and interacQons - Increase trac and page views
MarkeQng: - Rapatriate Facebook fans into our own databases - Increase trac and page views - Increase number of registered proles and opQns - Increase cross trac and cross opQns between our dierent site - Increase surfers and readers saQsfacQon with regular saQsfacQon surveys
ObjecQves
Commercial
Increase turnover by easily implemenQng new adverQsing products :
- Sponsored contests and surveys - CoregistraQon (opQns for partners) - Lead collecQons
Case studies
Cannes Quizz
ParQcipants 4,620
New Fans Generated 2,300
PoliQcal Poll
ParQcipants 15,918
Page views 143,262
Results published in the newspaper
Musical Quizz
ParQcipants 25,236
Page views 580,428
PoliQcal Quizz
ParQcipants 29,614 in 24h
Page views 681,122
This acQon created a buzz on Twi;er in the Belgian media
Sponsored Contest
ParQcipants 10,825
Revenues 6,500 EUR
Cover_66 WAN IFRA Vienna - Van Wylick - Rossel