Presentation given on the 14th of September, Digital Break @ Huset Markedsføring, Copenhagen, Denmark

1. September 2011

2. Hvorfor opbygge sin virksomheds eller brands
:lstedeværelse på facebook ‐ hvad er virksomhedens
eller brandets rolle på denne pla?orm og hvilken værdi
kan det skabe for virksomheden.?
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4. Who we are
A leading full‐service social media agency
25% Strategy – 25% Technology – 25% Creative – 25% Human
What we do
Organize – Manage – Engage ‐ Measure
We work with strategic counseling, development and implementa:on of social media solu:ons, ini:ated to
create value for companies and organiza:ons related to internal and external communica:on, public
rela:ons, product development, branding and marke:ng.
We help companies and brands organize, manage and engage in social media to leverage
and measure the opportunity of crea:ng value through the online social sphere.

5. We find it essen:al that we hold knowledge and best prac:ce on how the various social
media pla?orms are to be used in a business perspec:ve and that we through our
community connects with thought leaders within social media around the world.
We welcome you to become part of our community.

7. Hvorfor opbygge sin virksomheds eller brands
:lstedeværelse på facebook ‐ hvad er virksomhedens
eller brandets rolle på denne pla?orm og hvilken
værdi kan det skabe for virksomheden?
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8. SePng Business Goals
Objec&ve/Goals: Set the overall objec:ve/goal!
E.g. “Increase sales and become number one on the European market”
Targets: Set your target by adding a value!
E.g. “Increase yearly revenue with €10 million”, “Gaining minimum 10.000 new customers”
Strategy: What is your strategy!
E.g. Acquire new Facebook fans and turn them into customers, turn exis:ng customers into
repeat customers and leverage reach through advocacy (word of mouth).
Tac&cs: How are you going to do it!
E.g. Create relevant and engaging content (increase Edgerank), focus on customer service,
post special offers to fans, acquire Facebook fans through distribu:on.
KPI (Key Performance Indicators): Measure your performance
E.g. X number of fans per quarter, x% in engagement rate, x number of posi:ve handled
customer requests.

11. First an ROI Primer
ROI = (Profit – Investment)/Investment

12. For Example
Investment: $1000
Profit: $5000
ROI = (5000 ‐ 1000)/1000
ROI is 400%

13. Remember a couple of things…
1. ROI does not care about the MEDIA you use
2. If you keep it simple, it usually is
3. Don’t focus on metrics that don't make financial impacts (like
page views, click throughs, Facebook followers, etc) – Focus on
the ones that MAKE a financial impact
4. "Profit" may mean a sales or a reduc:on in costs

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15. Make it social and valuable

16. Building sustainable rela:onships

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18. Role of the brand
“Social media should not be about promo4ng brands and
products, but about facilita4ng conversa4ons and experience
around consumer passion points”
”Brand role is to provide useful, relevant or entertaining content
to facilitate the conversa4on and create brand endorsement”
“Social media is not about building awareness and
considera4on, but about building brand engagement and
driving advocacy”
“Social media is not about campaigning, but about con4nuously
managing a community, engaging with and responding to
consumers”
Jakob Holm Kalkar, Media & Digital Communica:ons Director
Group Sales, Marke:ng & Innova:on (GSMI)
Carlsberg Breweries A/S

19. From fans to ambassadors
The transi:on of conver:ng a fan into an ambassador

20. Domina:ng the News feed with EdgeRank
What is EdgeRank?
EdgeRank is a secret formula that determines which pieces of content appear in your personalized news feed. It
is designed to show the activity that Facebook thinks is most relevant for the user relative to the person’s interest
and friends.
In order to make effective marketing on Facebook, it is crucial to dominate the News Feed and make
sure that people actually see your updates!
Affinity – Interactions a user has with a page (one-sided)
Weight – Different weight scores of different content.
Time – The more recent the more likely to appear.
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21. Domina:ng the News feed with EdgeRank
How to utilize EdgeRank on Facebook?
• Encourage comments - Comments score higher
than likes. Pose questions and don’t be afraid of
controversy!
• Post video and pictures - Photos and videos have
More engagement
the highest weight score. Encourage commenting
and posting questions to your own photos,

infographics and videos. More views
• Post Facebook questions - With each user vote
your affinity score will increase. Facebook questions

tend to generate more activity. More conversions
• Utilize timing - Test what time of the day you get
the best response and post consistently at that time.
Post only once or twice per day.
• Remember that interactions between two parties
can affect a third party - If a user’s friends interact
with the content, EdgeRank can increase.
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24. Community Management Manual – an opera:onal tool
Table of Content
Brand Identity & Objectives Facebook Guidelines
 Brand identity on social media  General user behavior
 Target group  Facebook guide for marketing
 The role of the product  Restrictions and guidelines
 KPI’s  Promotion guidelines
 Restriction guidelines
Community management  Advertising guidelines
 Tone of voice  Security
 Conversational touch points
 Engagement wording
 Examples of status updates Appendix: Building a Community
 Use of visual content, pictures, contests etc. • Building a community
 Moderation • Ask fans to contribute
• Building sustainable relationships
Content planning • Strategic vs. Socially Sharable
 Conversational calendar • Turning fans into ambassadors
 Publish calendar - specifications of content
Facebook design and functionality Tools & Templates
 Infrastructure and design on Facebook page • Community Management
• Status Updates
Governance • Tone of Voice
 Governance on handling and deployment of content • Moderation Model
 Response flow • Moderation Model of Response
 Flow of traffic

25. Content Planning
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