Fb congres 110614
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This document discusses strategies for using Facebook effectively for brands perceived as "boring". It recommends focusing content marketing efforts on topics people find entertaining, inspirational or helpful rather than just the product. Specific tactics suggested include finding a content destination beyond just the product, showing personality through heroes and real experiences, explaining how the brand adds value, using visuals and blogs, and publishing unconventional content to engage audiences. The key is creating valuable, passionate content to develop conversations rather than just focusing on sales or the brand.
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Fb congres 110614
- 1. FACEBOOK VOOR ’SAAIE’ MERKEN ! Utrecht, 11-‐06-‐2014 ! !
- 2. #congresfb | @doggers | @YuneSocial
- 3. KLANTEN #congresfb | @doggers | @YuneSocial
- 4. Facebook voor saaie merken. #congresfb | @doggers | @YuneSocial
- 5. Facebook voor ‘saaie’ merken. #congresfb | @doggers | @YuneSocial
- 6. “It’s an unfortunate reality that some brands have a built-‐in disadvantage when it comes to producing engaging social media content.” Source: Jasmine Henry, InboundMarkeFngAgents.com #congresfb | @doggers | @YuneSocial
- 7. #congresfb | @doggers | @YuneSocial SOCIAL CONTENT MARKETING SOCIAL CONTENT MARKETING Result Content (& campaigns) ConversaEon management Targeted adverEsing
- 8. #congresfb | @doggers | @YuneSocial CONTENT MARKETING What you want to tell What people want to hear What you should talk about Bron: Aart Lensink
- 9. #congresfb | @doggers | @YuneSocial CONTENT MARKETING What you want to tell What people want to hear What you should talk about
- 10. Natural interest in product domain Brand heritage Love brands VERKLARING POSITIE Boring brands #congresfb | @doggers | @YuneSocial
- 11. #congresfb | @doggers | @YuneSocial What do people like tot talk about? Your content desEnaEon CONTENT DESTINATION What’s your product about?
- 12. #congresfb | @doggers | @YuneSocial Hoe blijf ik gezond? Jouw gids voor een gezonder en gelukkig leven CONTENT MARKETING Zorg-‐ verzekeri ngen
- 13. #congresfb | @doggers | @YuneSocial FascinaFe voor technologie en innovaFe en prestaFe ! InspiraFe: hoe (Intell) innovaFe ons dagelijks leven verrijkt CONTENT MARKETING Micro-‐ processors
- 14. #congresfb | @doggers | @YuneSocial Leven als een god in Frankrijk ! InspiraFe: een tweede huis (en evt. een derde) CONTENT MARKETING Chic bankieren
- 15. All branded content is either, entertaining, inspira*onal or helpfull. CREATING VALUABLE CONTENT #congresfb | @doggers | @YuneSocial
- 16. #congresfb | @doggers | @YuneSocial SOCIAL CONTENT MARKETING SOCIAL CONTENT MARKETING Resultaat PASSION PROVEPRIDE
- 17. SALESFORCE #congresfb | @doggers | @YuneSocial
- 18. SALESFORCE #congresfb | @doggers | @YuneSocial
- 19. INTELL Make it wearable #congresfb | @doggers | @YuneSocial
- 20. MAERSK #congresfb | @doggers | @YuneSocial
- 21. MAERSK
- 22. “The whole strategy is to get closer to our customers.” Source: Jonathan Wichmann, Maersk Line
- 23. OZU UNIVERSITY #congresfb | @doggers | @YuneSocial
- 24. UPS #congresfb | @doggers | @YuneSocial Source: Pivot.com, september 2012
- 25. UPS HEROES heroic stories #congresfb | @doggers | @YuneSocial
- 26. “We see Facebook as a place to have fun.” MARKETO #congresfb | @doggers | @YuneSocial Source: Interview with Jason Miller, Marketo’s social media strategist
- 27. MARKETO #congresfb | @doggers | @YuneSocial
- 28. MARKETO #congresfb | @doggers | @YuneSocial
- 29. MARKETO #congresfb | @doggers | @YuneSocial
- 31. #congresfb | @doggers | @YuneSocial
- 32. #congresfb | @doggers | @YuneSocial
- 33. #congresfb | @doggers | @YuneSocial
- 35. SUNLIFE FINANCIALS “Sun Life wanted to engage Canadian consumers earlier in the sales cycle, before they had considered Sun Life or were even aware that their needs might be met by a financial product.” Source: Brenda Spiering, the editor of Brighter Life
- 36. Engagement / traffic #congresfb | @doggers | @YuneSocial
- 37. #congresfb | @doggers | @YuneSocial Traffic
- 38. Conversie
- 39. Traffic GENERAL ELECTRIC #congresfb | @doggers | @YuneSocial
- 40. Traffic GENERAL ELECTRIC #congresfb | @doggers | @YuneSocial
- 41. Traffic GENERAL ELECTRIC #congresfb | @doggers | @YuneSocial
- 42. GENERAL ELECTRIC #congresfb | @doggers | @YuneSocial Source: h`p://gespringbreakit.tumblr.com/
- 43. GENERAL ELECTRIC #congresfb | @doggers | @YuneSocial
- 44. GENERAL ELECTRIC #congresfb | @doggers | @YuneSocial
- 45. GENERAL ELECTRIC #congresfb | @doggers | @YuneSocial
- 46. AMERICAN EXPRESS “American Express OPEN is where you can discover insights, make connecNons and get exposure to help you grow your business.” #congresfb | @doggers | @YuneSocial
- 47. AMERICAN EXPRESS #congresfb | @doggers | @YuneSocial
- 48. AMERICAN EXPRESS #congresfb | @doggers | @YuneSocial
- 49. #congresfb | @doggers | @YuneSocial AMERICAN EXPRESS
- 50. #congresfb | @doggers | @YuneSocial AMERICAN EXPRESS
- 51. KEY TAKE AWAYS #congresfb | @doggers | @YuneSocial
- 52. KEY TAKE AWAYS 1. Find your content desFnaFon ! 2. Invest (soc sell) ! 3. Put the passionate ones in control ! 4. Showing your personality & find your heroes ! 5. Ask your fans what they want (real life sehng) 6. Explain / showcase how your brand adds value to peoples life ! 7. Create great & happy visuals (graphics!) ! 8. Consider a blog! ! 9. Publish ’weird’ stuff (GE) ! 10. Don’t be shy: use CTA #congresfb | @doggers | @YuneSocial
- 54. CONTACT YuneSocial.nl Facebook.com/YuneSocial @YuneSocial Robert@YuneSocial.nl / @Doggers #congresfb | @doggers | @YuneSocial