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Wir sind nicht Nutella! Am Beispiel von ImmobilienScout24: Wie man auch mit weniger glamourösen Produkten auf Facebook erfolgreich ist

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Vortrag "Wir sind nicht Nutella! Am Beispiel von ImmobilienScout24: Wie man auch mit weniger glamourösen Produkten auf Facebook erfolgreich ist" von Ina Lutterbüse & Katja Borchert auf der AllFacebook Marketing Conference 2013.

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Wir sind nicht Nutella! Am Beispiel von ImmobilienScout24: Wie man auch mit weniger glamourösen Produkten auf Facebook erfolgreich ist

  1. 1. Ina Lutterbüse Katja Borchert • Seit 11/11 Produktmanager Social • Seit 09/11 Produktmanager Social Media Media • Studium Gesellschafts- & Wirtschaftskommunikation UdK Berlin • Fokus Kommunikation & Strategie • Vorherige Stationen u.a.: BILD digital • Studium Kommunikationsmanagement, design akademie berlin • Fokus Produkt & User-Experience • Vorherige Stationen u.a.: Neue Digitale / Razorfish
  2. 2. Das mit Abstand meistgenutzte Immobilienportal: Über 10 Mio. Nutzer pro Monat und wachsender Abstand zum Wettbewerb 11,0 10,0 9,0 8,0 7,0 6,0 5,0 4,0 3,9 Immowelt 3,0 3,4 Immonet 2,0 1,0 0,0 Jul 07 Jan 08 Quelle: comScore Media Metrix Jul 08 Jan 09 Jul 09 Jan 10 Jul 10 Jan 11 Jul 11 Jan 12 Jul 12 Jan 13
  3. 3. „ Die Suchenden“ „Die Anbieter“
  4. 4. Facebook als Mittelpunkt der Social-Media-Strategie! (B2C/B2B) • Eigene Kampagnen & Inhalte • Eigene Produkte • Eigene Ziele • Eigenes Look&Feel (Bildsprache)
  5. 5. KPIs • Fanzahlen absolut • Engagement (eingebundene Nutzer/ sprechen darüber) • Qualitative Werte (Kommentare, initiierte Dialoge) • App-Installationen & -Nutzung (Vergleich zu Portalzahlen)
  6. 6.  signifikant mehr Klicks
  7. 7.  108 x geteilt
  8. 8.  Knapp 2000 Klicks auf Blog  Forderung: „mehr davon“!
  9. 9.  10.785 Fans  CPF: 0,66€
  10. 10.     Service für unsere Anbieter auf Facebook Über 3500 Installationen 2700 monatliche Nutzer keine Bewerbung auf Facebook
  11. 11.  Nutzer bestimmen Art & Häufigkeit  Unsere Kernkompetenz auf Facebook  steigende Relevanz von Cross Usage
  12. 12.  4-6% höhere Kontakt-Conversion (Vgl. web/mobile)  4,4 von 5 im Appcenter & 800 Likes  73 -80% Akzeptanzrate Permissions
  13. 13. 3 Punkte 1. 2. 3. Facebook als Test- & Innovationsplattform Facebook als direkter Kommunikations-& Supportkanal Mehrwert für unsere Nutzer & die Marke IS24

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