Presentatie van de Kennissessie Facebook bij Info.nl.

1. Kennissessie Facebook
29 november
December 5, 2012

2. Programma
§ Introductie
§ De case bol.com op Facebook + Q&A
§ Jeroen Sitskoorn + Arthur Hoogeveen
§ The Facebook toolkit
§ Catriona Paton, 77 Agency
§ Introducing The Social Machine
§ Stefano Bonaventura
§ Borrel twitter: #lab
December 5, 2012

3. Wij helpen u de juiste keuzes maken
De context van uw klanten verandert
December 5, 2012

4. Info.nl verbindt al 18 jaar merken met mensen
December 5, 2012

5. Omzetten van uw doelstellingen Zorgen voor conversiegerichte Ontwerpen en ontwikkelen van
in online resultaat user experience bij alle kanalen mobiele sites en apps
Realiseren van hoogwaardige Zorgen dat uw online platform Effectief inzetten van social media
applicaties en systeemintegratie 24/7 goed en veilig werkt voor uw business en merk
Continu optimaliseren van Gebruikmaken van onze online Platform voor experiment en
uw online business kennis en ervaring bij u op locatie innovatie
December 5, 2012

6. 70 bevlogen specialisten
Flexibel, efficiënt en effectief
December 5, 2012

7. Klanten beoordelen ons als
beste inhoudelijke bureau
Al 3 jaar nummer 1 in de Emerce Top 100
December 5, 2012

8. Soon in this theater
§ Kennissessie Mobile-proof 2013
§ Wanneer? Donderdag 24 januari
December 5, 2012

9. Hoe gaat u de dialoog aan?
Info.nl / social marketing
December 5, 2012

10. Info.nl / social marketing
De Facebook specialist van Nederland!
Wij leveren applicaties, games en campagnes
voor Facebook en ondersteunen organisaties
bij het managen van hun online community.
December 5, 2012

11. Advantages:
• Priority product and business support from
Facebook
• Access to alpha and beta product trials
• Improved turn-around times for ads review and
technical issues
• Product planning sessions and co-development of
product go-to-market strategy
• Improved access to Facebook product and
engineering teams
• In-depth trainings on Facebook products tailored
to the SPMD's needs and market focus
• Marketing assets which will clearly designate the
company as a Strategic PMD
December 5, 2012

12. Social Marketing Team
CATRIONA PATON
FACEBOOK STRATEGIST
NICOLE DIPHOORN
ARTHUR HOOGEVEEN
ACCOUNT TEAM
DESIGN
TEAM DEVELOPMENT
TEAM
FLORIS HONÉE LORENZO PIREDDU
CREATIVE LEAD TECHNICAL LEAD
December 5, 2012

13. bol.com connects the dots
Best practice bol.com
December 5, 2012

14. Sprekers
December 5, 2012

15. December 5, 2012

16. bol.com
December 5, 2012

17. December 5, 2012

18. December 5, 2012

19. Klanten
in social
e contex
t
Like “ver
dienen”
Verleide
n tot enga
gement
Helpen
ko pen
De ontwikkeling van bol.com op Facebook
160.000+ fans
December 5, 2012

20. Facebook is geen one-night-stand
Zorg voor Regelmatige
Plan een Zorg ook voor
interne campagnes zorgen
strategie voor Facebook only
resources om de dat je merk
minimaal 3-6 acties. Beloon je
pagina te continu on top of
maanden ambassadeurs
managen mind is
December 5, 2012

21. Verdieping van dienstverlening
December 5, 2012

22. Stap 1.
Building Reach
December 5, 2012

23. Multiple campaigns & advertising
December 5, 2012

24. Basic campaign flow
Campagne
Traffic via Campagne
applicatie
Facebook ads, landingspagina
community &
Stimuleer
overige kanalen Vraag naar like!
verspreiding!
+
Virale traffic vanuit
shares, invites en 1 Wallposts, shares
wallposts en invites
December 5, 2012

25. Binnen jaar naar 140.000 fans Introduction
Spin & Win
Sportzomer
Campaign
Lachbaby
Campaign
Tomtom
Jan Smit Campaign
Campaign
Reach bol.com…..
Continue bouwen aan groei
December 5, 2012

26. Stap 2. Create
Engagement
December 5, 2012

27. Dagelijks actieve engagement
bol.com zoekt de interactie
met zijn community
December 5, 2012

28. December 5, 2012

29. De lachbaby, deel je foto
Door de 50.000 likes
December 5, 2012

30. Sociale context: deel je lachbaby
Meer dan 2.000 ouders deelden hun lachbaby
December 5, 2012

31. bol.com sportzomer
Laagdrempelig usage
Bijdrage aan bereik & omzet
December 5, 2012

32. Traffic generation
Reach: Generieke aanbiedingen op je wall
December 5, 2012

33. Stap 3.
Encourage Use
December 5, 2012

34. Bol.com - The next step in social
§ Facebook is een volwassen kanaal
§ Campagnes zijn tijdelijk en vluchtig
§ Ga voor duurzame invulling
§ Schaalbare/herbruikbare oplossingen
§ Integreer product / service
§ Experimenteer met relevantie
December 5, 2012

35. Actief aan de slag met bol.com
Use: Persoonlijk relevant aanbod
December 5, 2012

36. December 5, 2012

37. bol.com in een sociale context
Je persoonlijke verjaardagshulp
December 5, 2012

38. December 5, 2012

39. Some results
§ Bijna 10.000 spelers
§ Gemiddeld aantal spins per persoon: > 40
§ Hoog herhaalgebruik
§ Rond de 50.000 shares
§ Eerste conversieresultaten
December 5, 2012

40. De learnings
§ Een relevant aanbod is hard werken
§ Wees transparant in gebruik profielinformatie
§ Een open architectuur is essentieel
§ Launch & learn
§ Gebruik user feedback
December 5, 2012

41. And next…..
December 5, 2012

42. December 5, 2012

43. Facebook
Kennissessie
December 5, 2012

44. Introduction
General Facebook update
How Facebook usage is changing
Thinking about your Facebook page
Facebook Brand Toolkit
The basic tools
New additions to the toolkit
How to use the toolkit to reach your business goals
December 5, 2012

45. December 5, 2012

46. December 5, 2012

47. 543 million mobile
monthly active users
YOY mobile
67% MAU growth
December 5, 2012

48. Think about objectives…
On & offline
Branding
Community sales
building
Traffic
Lead
generation
CRM Media
Exposure
December 5, 2012

49. Baby Child Teenager Adult
• brand new • Constantly learning • Gaining as many new • Focus on long-term
and growing friends as possible! good quality
• finding it’s voice relationships
• Transitioning to
• needs someone maturity • Mutual partnership
to look after it to
help it grow
December 5, 2012

50. Facebook:
brands’ social tool kit
December 5, 2012 50

51. Open Graph (Your Website) Social Ads
News Feed
News feed
News feed
Facebook pages Applications
December 5, 2012

52. Pages
Global pages
Facebook Offers
Ads
Custom Audience
Facebook Exchange
Mobile app download apps
Sponsored Results
Offline Experiences
Social Machine
December 5, 2012

53. Gives your brand uniformity over all
regions
Gives users local, relevant content based
on where they live
Insights and reporting limited to global
scale only
December 5, 2012

54. Drive sales
Offers can be used to activate both current and new customers
Viral
When an offer is claimed, Facebook will generate a newsfeed story seen by their
friends to encourage more claims
Measurable
You can include optional features such as barcodes and unique codes to track sales
accurately
December 5, 2012

55. OMG!!
Only 3% to 9% of fans see your page posts
December 5, 2012

56. • Highlight important posts with • Use a relevant cover photo
the star feature & profile image
• Use custom and tab thumbnails • Create sticky posts with the
• Take advantage of Milestones ‘Pin to Top’ feature
• Integrate with Twitter/Pinterest – BUT DON’T DUPLICATE
• Syndicate Your RSS Feed
• Use your custom URL outside of Facebook
• Add the Facebook plug-ins to your website
• Post quality content
December 5, 2012

57. December 5, 2012

58. • 65 billion mobile newsfeed story impressions every day
• 65% of likes happen in the newsfeed
• 45% of comments happen in the newsfeed
• Mobile drives higher engagement than desktop
December 5, 2012

59. December 5, 2012

60. December 5, 2012

61. December 5, 2012

62. Consumer intent data for retargeting on Facebook
Now, advertisers and agencies can expand their reach to harness the quality and scale of
Facebook, while continuing to deliver ads using the user intent data they own, to build a
relevant, efficient and complete direct-response marketing program.
• Scale » Over 1bn million active users (June 2012), 57% of whom are daily users.
• Optimal targeting » Your own consumer intent data.
• http://triggit.com/shutterfly-4x-return
Optimal objective » Campaigns with off-Facebook direct response objectives.
• Formats » Facebook Standard Ad driving off of Facebook. Page Post Ads and Sponsored
Stories not included.
• Placements » Right-hand side. Home Page and News Feed placements not included.
• Ad Serving » Served by Facebook.
• Ad tags » Approved tag providers only.
• Exchange access » Approved demand side platforms (DSPs) and trading desks.
December 5, 2012

63. A way to retarget people using their browsing history (?)
http://triggit.com/shutterfly-4x-return
December 5, 2012

64. Benefits of sponsored results
• Expanded distribution of your message,
with placement in one of the most used
features on Facebook
• The ability to target what people are
looking for, by appearing alongside
related Apps, Pages and Places
• Flexibility
to customise your landing
destination, such as a specific tab on your
Page
• Brand protection
• Get ahead in search – new emerging
type of advertising on Facebook
December 5, 2012

65. SOCIAL MACHINE
Clients as brand ambassadors
USER
USER MESSAGE TRAFFIC
JOINS IN INCREASES
POSTS BOOSTS
The user participates in an The user, by his RFID, Posts boost the brand In-store, in-event or/ and
event or/and comes in a shares his experience message, thanks to the website traffic increase
shop and, thanks to the posting on Facebook a increase in visibility and thanks to the boost given
S.M., can connect to standard message in content sharing. by users’ posts.
Facebook. decided by the brand.
December 5, 2012