Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Fighting Facebook (social media marketing)

454 vues

Publié le

Using Facebook as a marketing channel, and the challenges of the post algorithm in reaching everyone who's liked your page

Publié dans : Marketing
  • Login to see the comments

  • Soyez le premier à aimer ceci

Fighting Facebook (social media marketing)

  1. 1. Fighting Facebook (Creating a strong social media marketing campaign) Lessons of a mobile services start-up
  2. 2. KRS was founded 1987 Software Developers, corporate suppliers Branches in Cape Town and Gauteng 40+ Developers Lorraine Steyn Simplifier-in-Chief (ie. Always trying to simplify systems)
  3. 3. After 27 years of business, decided to buy a boat and go sailing for a year (2013)
  4. 4. Homeschooled my son, saw beautiful places, got lots of time to think
  5. 5. Looking for something new…  Something everyone needs  Fully digital  Social media business  Mobile  Web  Free basic service  Paid premium service  International
  6. 6. What’s on service Focus on children/families Amalgamate and list ALL public events List family-friendly places Provide free basic event listing Paid premium placement
  7. 7. What we planned June ’13 Created “Garage” start-up Selected 2 developers from KRS Devs took a salary cut and got shares Sep ’13 Wanted basic service up in 3 months Mobile first Android (bigger market share) No web
  8. 8. What really happened Under-estimated our learning curve 3 Months was too short Long-distance comms was a challenge Revised plan for 6 months Looked for a way to still launch in Sep Voila! Facebook!
  9. 9. 19-24 August ‘13 1st Facebook Advert $60 total 1011 Paid Likes 1260 Total Likes (+25%) Reached 21K of 108K
  10. 10. September ’13 - Likes Cape grew from 1427 – 2989 Likes $110 cost of Facebook Adverts 977 Paid Likes, 1562 Total Likes (+60%) 200 Likes per day per $10 – female 100 Likes per day per $10 – male 400 Likes per day per $10 – female, friends of friends September ’13 - Post Reach Text Status posts 1,750 (73%) Photo posts 1,014 (42%) Link posts 576 (24%) Average reach 835 (35%) Added Joburg Page
  11. 11. Oct &Nov ’13 - Likes Cape grew from 2989 - 9108 Likes $340 cost of Facebook Adverts 4212 Paid Likes, 6119 Total Likes (+45%) 150 Likes per $10 – one city, all genders Countrywide - 70 Likes per $10 Post Reach Sep Oct Nov Text Status posts (73%) (50%) (44%) Photo posts (42%) (37%) (25%) Link posts (24%) (22%) (15%) Average reach (35%) (27%) (20%) Joburg hit 10K Likes
  12. 12. December ’13 –App Launch
  13. 13. December ’13 - Likes Cape grew to 10K Likes Spent $120 promoting the App to 20K fans on CT+Jhb pages Took all December to get 1,000 downloads Bottom fell out of the Reach statistics Post Reach Sep Oct Nov Dec Text Status posts (73%) (50%) (44%) (39%) Photo posts (42%) (37%) (25%) (9%) Link posts (24%) (22%) (15%) (7%) Average reach (35%) (27%) (20%) (10%) 2014 (5%) (2.8%) (3.3%)
  14. 14. Facebook strategy now ±3 Facebook posts per day per City page (3% reach) Plus a daily text summary (5% reach) Friday text summary for the week-end (5% reach) Durban added in Feb 2014 Engagement rates still low – does it matter? 50K+ LIKES CT 19,000 Jhb 23,300 Durbs 8,700 Bloem 1,500
  15. 15. Social Media extras 5,000 subscribers on the Mobile App Twitter streams per city Web Application - events.imbored.co.za All event links go to our Blog at imbored.co.za, then to the 3rd party links: 2,500 views per week-day average
  16. 16. Content is still king imbored.co.za/blog
  17. 17. Web App Mobile App What happened What the Apps look like now…
  18. 18. Lessons learned Use Facebook ‘Insights’ constantly Know your own stats Target as precisely as you can Use friends of friends targeting Engagement helps Check that all Links work Text is better than images for reach Content is King
  19. 19. Thank you! Questions? Lorraine Steyn / lor@krs.co.za / lor@imbored.co.za / @lor_krs

×