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Involving Content & Involving Apps: Die unterschätzten Tabs

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Von Thorsten Habermann und Christian Clawien auf der AllFacebook Marketing Conference München 2013.

Details:
http://allfacebook.de/?p=30009

Beschreibung:
Dass Involving Posts das Wichtigste im Facebook Marketing sind, weiß jeder. Was macht aber macht man auf den Tabs?
Seit der Timeline-Umstellung haben Tabs eine andere Bedeutung. Weniger Tabs sind auf einen Blick sichtbar als zuvor. Nachdem der Traffic auf Tabs gesunken ist, steigt er nun wieder.
Doch wie nutzen Marken Tabs eigentlich? Heben sie das Potenzial? Sind sie involvierend? Mobile-fähig? Wir zeigen, was ein Tab heute leisten kann. Wie besonders gute, aber auch besonders schlechte Tabs aussehen.
Am Beispiel von O2 zeigen wir eine Lösung, mit der der Traffic auf Tabs gesteigert wurde.

Details zur Konferenz:
http://marketingcon.allfacebook.de/

Zu den Speakern:
Thorsten Habermann (Senior Brand Manager & Program Manager Social Media / Telefónica Germany GmbH & Co. OHG)
Thorsten Habermann, Jahrgang 1977, ist Senior Brand Manager und Program Manager Social Media bei Telefónica Germany GmbH & Co. OHG. Zu Agenturzeiten erklärte er durch eine Messeshow auf der CeBIT Home 1998 den Besuchern, dass man beim Telefonieren jetzt auch laufen kann. Und heute, knapp 15 Jahre später, erklären ihm die Kunden über Social Media, wie das Business laufen soll.

Christian Clawien (Director Social & Emerging Media / Interone GmbH)
Christian Clawien (34) ist Director Social & Emerging Media bei der Agentur Interone. Kunden sind unter anderem o2, BMW oder Deutsche Post DHL. Im Bereich der strategischen Planung ist er für die Strategie und Begleitung der Umsetzung von Social Media Aktivitäten verantwortlich. Zuvor war Clawien Teamleiter Social Media & PR bei der Agentur construktiv und baute dort Social Media als neuen Geschäftsbereich auf. In dieser Zeit arbeitete er drei Jahre als Pressesprecher des Web 2.0-Portals Mister Wong. Clawien ist Veranstaltungskaufmann und verfügt über einen Abschluss in Wirtschaftskommunikation.

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Involving Content & Involving Apps: Die unterschätzten Tabs

  1. 1. Involving Content & AppsDie unterschätzten Tabs29.04.2013
  2. 2. 3
  3. 3. 4# 296,987 Likes# 90.666 Shares# 60,161 Comments
  4. 4. InvolvingPostsInvolvingTabs & AppsInvolving ContentFacebook ist mehr als Posts.
  5. 5. 700t600t500t400t300t200t6Mit Facebook Tabs lässt sich auchdauerhaft eine Beziehung aufbauen.Pre-Timeline Timeline Opt-In Mandatory-Timeline Current TrendDateTabviewsperday2/2012 3/2012 4/2012
  6. 6. Aber leider...
  7. 7. 8Apps & TabsAbgelaufene Kampagnen…...frustrierenden User.
  8. 8. 9Apps & TabsKeine Aktualisierung…...Welcome-Tabs gibt esseit derTimeline-Umstellungnicht mehr.
  9. 9. 10Apps & TabsUnästhetische CI und UX…...passt nichtzur Marke.
  10. 10. Es geht anders
  11. 11. Apps & TabsTabs als Aktivierungselement
  12. 12. Apps & TabsTabs als Inolvierungselement
  13. 13. Apps & TabsTabs als Mehrwertelement
  14. 14. Unser Ansatz
  15. 15. 16Facebook als Magazin
  16. 16. 17Mit aktuellen Titelbildern
  17. 17. 18Involvierenden Inhalten
  18. 18. 19Im Look & Feel von o2
  19. 19. 20Und einem neuen Tab-Konzept
  20. 20. o2 Facebook TabsTipps & TricksHochwertige,aktuelle InhalteInvolvierungder User
  21. 21. o2 Facebook TabsService & KontaktAnfrage-Appdirekt aufFacebookSchnittstellezum Online-Forum
  22. 22. o2 Facebook TabsAngebote & AktionenMarken-adäquate CI -auch aufFacebookMehrwerte undaktuelleKampagnen
  23. 23. Alles überall erreichbar: In-Tab-Navi
  24. 24. Drei Fragen
  25. 25. ... Ihr Feedback bitte.A cowboy‘s workis never done ...

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