How to achieve results with Facebook. Presented at the GX Webinar of November 17th 2011. Presented by Daan Bolder

1. How to achieve results on
Facebook
Daan Bolder
©Info.nl 2011

2. ©Info.nl 2011

3. The life of a Dutch Facebook user
4M 6m
5.24+
from profile
to stream
2M 4m
now I can
read Dutch
hello world!
(2007)
M
Ja
Ja
Ja
Ju
Ju
Ju
Ju
O
O
N
N
N
D
D
D
Fe
M
M
Se
Fe
M
M
Se
Fe
M
A
A
A
A
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
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4. Huge Growth and Engagement
5.24 m monthly active users
3.7 billion monthly page views
35 % penetration of the online population
58 % of users return to the site daily
112 average number of friends
1.8 m users access on their mobile
82 % of users come back every week
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5. Demographics
Gender Age
13%
38% 13%
49%
51%
13-17
18-24
36%
Females 25-35
Males 36+
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6. Facebook
the social ecosystem
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7. Open Graph (Your Website) Social Ads
News Feed
News feed
News feed
Facebook pages Applications
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8. How does the viral effect work?
Facebook offers powerful viral opportunities
BRAND
Bought Media Earned Media
Owned Media
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9. Facebook Ads
Kick-start the viral effect
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10. The effectiveness of Facebook Ads
http://mashable.com/2010/10/18/facebook-brands-likes-study/
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11. Social Ads
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12. Engagement ads
Like Ad
Comment Ad Polling Ad
Event Ad
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13. Targeting
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14. 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
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15. The Facebook Page
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16. Facebook Pages
Much more than just a wall... time to get creative!
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17. 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
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18. Use of wall posts – Triodos Bank
• Types of project that Triodos support
• News about banking and ethics
• Responding to user reactions
• Promotes openess with fans
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19. Fanpage: Organic Impressions
90,000 2,000,000
80,000 1,800,000
1,600,000
70,000
1,400,000
60,000
1,200,000
50,000
1,000,000
40,000
800,000
30,000
600,000
20,000
400,000
10,000 200,000
- -
Stream Imps Total Stream Imps.
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20. The Value Of A Fan
A brand can
broadcast a
message to all of
A user is 25% more likely A user is 4.5 times as likely
their fans at any
Engagement ads drive time for free.
traffic directly to your to click on an ad with to click on an organic story
Facebook Page social context. than a paid for impression.
These could be
special
offers, general
conversations etc
Like and can drive
Ad users directly to
the point of sale. Domino’s Pizza
Organic impressions drive traffic to your page More Fans = More
Sales
Users can
be driven to
the point of
sale directly
from the
page
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
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21. 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!
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22. Applications
Stimulate the viral effect and engage users
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23. Fan Aquisition
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24. John Frieda – Fun and Functional
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25. Saxo Forex - Resourceful
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26. BVA – Driving Sales
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27. Coca-Cola
Brand Perception
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28. ABN Amro
Give users options
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29. T Mobile Plein
Facebook helps customers
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30. ASB
Customer Convenience
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31. A bank branch inside Facebook!
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32. 10000
15000
20000
25000
5000
0
4/1/10
4/8/10
4/15/10
4/22/10
Campaign 1
4/29/10
5/6/10
5/13/10
5/20/10
5/27/10
6/3/10
6/10/10
6/17/10
Campaign 2
6/24/10
7/1/10
7/8/10
Total Fans
7/15/10
7/22/10
7/29/10
Daily Fans
8/5/10
8/12/10
Campaign 3
8/19/10
8/26/10
9/2/10
9/9/10
9/16/10
9/23/10
9/30/10
10/7/10
Campaign 4
Real growth following campaigns
10/14/10
10/21/10
10/28/10
0
100
200
300
400
500
600
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33. Open Graph
Use social-plugins to boost the viral effect
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34. Overview of Social Plugins
Like anything, anywhere
Updates
That page can also keep
you updated through
your News Feed.
Your friends
Find out what your friends have liked, shared and
commented on through the Activity Feed and
Recommendations social plugins. These new plugins offer
you the same control over what you can see and share as
you already have on Facebook
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35. Make social stories from your website
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36. Like Box
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37. Social Plugins
Facebook functionality to enhance your website
Like Button Activity Feed
Recommendations Like Box
Login Button Facepile
Comments Live Stream
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38. Conversational Calendar
Facebook as part of your overall marketing
mix
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39. Facebook is for life, not just for Christmas
Multiple
40000 Mix in Facebook- 1000
Commit internal campaigns keep
Plan Facebook in only campaigns
resources within user 900
advance, have a
35000 plus current
your company to interest, and
6 month strategy marketing
manage the page your brand top 800
initiatives
30000
of mind
700
25000
600
20000 500
400
15000
300
10000
200
5000
100
0 0
4/1/10 5/1/10 6/1/10 7/1/10 8/1/10 9/1/10 10/1/10 11/1/10 12/1/10 1/1/11 2/1/11
Total Likes Daily New likes ©Info.nl 2011

40. Sample Calendar
2011
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
9
3
10
4
11
Page Start-up
5
12
6
13
7
14
8
15
6
13
7
14
8
15
9
16
10
17
11
18
12
19
6
13
Product Launch –
7
14
8
15
9
16
10
17
11
18
12
19
16
23
17
24
18
25
4 week Fan aquisition
19
26
20
27
21
28
22
29
20
27
21
28
22 23 24 25 26 20
27
new product-specific
21
28
22
29
23
30
24
31
25 26
30 31
campaign campaign
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
10
4
11
5
12
6
13
Mothers’
7
14
8
15
9
16
8
15
9
16
10
17
11
18
12
19
13
20
14
21
New store launch –
5
12
6
13
7
14
8
15
9
16
10
17
11
18
17 18 19 20 Day
21 22 23 22 23 24 25 26 27 28 19 Facebook
20 21 22 23 24 25
24 25 26 27 28 29 30 29 30 31 26 27 28 29 30
campaign deals/campaign
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
17
Open Gaph
11
18
12
19
13
20
14
21
15
22
16
23
14
21
Summer sale –
15
22
16
23
17
24
18
25
19
26
20
27
11
18
12
19
13
20
14
21
15
22
16
23
17
24
Implementation
24
31
25 26 27 28 29 30 28
in-store and online
29 30 31 25 26 27 28 29 30
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 Fan Aquisition
10 11 12 13 14 15 13 14 15 16 17 18 19 11
Christmas
12 13 14 15 16 17
16
23
17
24
campaign -
18
25
19
26
20
27
21
28
22
29
20
27
21
28
22
29
23
30
24 25 26 18
25
19 20
campaign
26 27
21
28
22
29
23
30
24
31
30
competition
31 ©Info.nl 2011

41. So, to summarize…
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42. How to activate and engage fans
Ignite attention by driving traffic
Facebook ads
Boost engagement and the viral effect
Facebook pages and applications
Offer relevant promotions & services
Give users a reason to interact
Manage your community effectively
Reach your KPI’s through analysis
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43. Daan@info.nl
www.facebook.com/infonl
?
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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