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How to achieve results on
       Facebook

        Daan Bolder
Gx seminar nederland
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
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
Demographics

      Gender                         Age

                                       13%

                               38%               13%
49%
               51%
                                                       13-17
                                                       18-24
                                           36%
                     Females                           25-35
                     Males                             36+
Facebook
the social ecosystem
Open Graph (Your Website)                        Social Ads




                              News Feed

                            News feed
                            News feed




         Facebook pages                   Applications
How does the viral effect work?
Facebook offers powerful viral opportunities
                           BRAND


       Bought Media                       Earned Media




                         Owned Media
Facebook Ads
Kick-start the viral effect
The effectiveness of Facebook Ads




        http://mashable.com/2010/10/18/facebook-brands-likes-study/
Social Ads
Engagement ads
Like Ad




           Comment Ad   Polling Ad




Event Ad
Targeting
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
The Facebook Page
Facebook Pages
Much more than just a wall...   time to get creative!
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
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
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.
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
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!
Applications
Stimulate the viral effect and engage users
Fan Aquisition
John Frieda – Fun and Functional
Saxo Forex - Resourceful
BVA – Driving Sales
Coca-Cola
Brand Perception
ABN Amro
Give users options
T Mobile Plein
Facebook helps customers
ASB
Customer Convenience
A bank branch inside Facebook!
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
Open Graph
Use social-plugins to boost the viral effect
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
Make social stories from your website
Like Box
Social Plugins
Facebook functionality to enhance your website

           Like Button                 Activity Feed




           Recommendations             Like Box




           Login Button                Facepile




           Comments                    Live Stream
Conversational Calendar
Facebook as part of your overall marketing
                   mix
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
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
So, to summarize…
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
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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Gx seminar nederland

  • 1. How to achieve results on Facebook Daan Bolder
  • 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
  • 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
  • 5. Demographics Gender Age 13% 38% 13% 49% 51% 13-17 18-24 36% Females 25-35 Males 36+
  • 7. Open Graph (Your Website) Social Ads News Feed News feed News feed Facebook pages Applications
  • 8. How does the viral effect work? Facebook offers powerful viral opportunities BRAND Bought Media Earned Media Owned Media
  • 10. The effectiveness of Facebook Ads http://mashable.com/2010/10/18/facebook-brands-likes-study/
  • 12. Engagement ads Like Ad Comment Ad Polling Ad Event Ad
  • 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
  • 16. Facebook Pages Much more than just a wall... time to get creative!
  • 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
  • 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
  • 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.
  • 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
  • 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!
  • 22. Applications Stimulate the viral effect and engage users
  • 24. John Frieda – Fun and Functional
  • 25. Saxo Forex - Resourceful
  • 29. T Mobile Plein Facebook helps customers
  • 31. A bank branch inside Facebook!
  • 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
  • 33. Open Graph Use social-plugins to boost the viral effect
  • 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
  • 35. Make social stories from your website
  • 37. Social Plugins Facebook functionality to enhance your website Like Button Activity Feed Recommendations Like Box Login Button Facepile Comments Live Stream
  • 38. Conversational Calendar Facebook as part of your overall marketing mix
  • 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
  • 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
  • 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
  • 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. !

Notas del editor

  1. Almost 2M organic Impressions served over 3 Months. Pathéuses a constantly relevant post strategy, few users hide Pathéfrom their Newsfeeds, resulting in an excellent number of impressions served for every post (peaks of 68.000 Organic Imps per day among fans).
  2. Product Launch
  3. Clear fan acquisition pattern: fans are acquired through ads and viral effect produced by fan engagement on applications. The phases of heavy fan acquisition are clearly visible in the acquisition peaks and they Correspond to the campaign periods. The latest times (October) show how, as the fan number grow, there is a natural, more marked, viral effect that leads to additional fan growth.