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Facebook - das Potenzial nutzen

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Tips und Beispiele für Facebook-Pages, Vortrag beim Barcamp / Castlecamp, 12.09.2009

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Facebook - das Potenzial nutzen

  1. 1. Facebook – das Potenzial nutzen Olaf Nitz R&D Internetstrategie Österreich Werbung
  2. 2. Social Media is like teen sex. <ul><li>Social media is like teen sex. </li></ul><ul><li>Everyone wants to do it. </li></ul><ul><li>No one actually knows how. </li></ul><ul><li>When finally done, there is surprise it's not better. </li></ul><ul><li>(Avinash Kaushik, Google) </li></ul>
  3. 3. Facebook in Zahlen <ul><li>250.000.000 registrierte Nutzer </li></ul><ul><li>120.000.000 Nutzer online pro Tag </li></ul><ul><li>Mehr als 1.000.000.000 Fotos pro Monat </li></ul><ul><li>Mehr als 10.000.000 Videos pro Monat </li></ul><ul><li>Mehr als 45.000.000 aktive Gruppen </li></ul><ul><li>Mehr als 350.000 Applications </li></ul><ul><li>Mehr als 15.000 Facebook Connect Schnittstellen seit Dezember 2008 </li></ul>
  4. 4. Facebook Entwicklung
  5. 5. WARUM FACEBOOK?
  6. 6. Warum sollten Touristiker Facebook nutzen? <ul><li>Ziele </li></ul><ul><li>Im Umfeld der Gäste sein und auf Augenhöhe kommunizieren </li></ul><ul><li>Bei relevanten Suchen (in Facebook, aber auch Google) gefunden werden </li></ul><ul><li>Neue Kunden ansprechen </li></ul><ul><li>Mit bestehenden Kunden in Kontakt zu bleiben </li></ul><ul><li>Eine Community um das Produkt aufzubauen </li></ul><ul><li>Inhalte verbreiten </li></ul>
  7. 7. Wann sind die Ziele erreicht? <ul><li>Messung des Erfolgs </li></ul><ul><li>Anzahl der Fans </li></ul><ul><li>Interaktionsfrequenz </li></ul><ul><li>Klicks auf Website, Blog, … </li></ul><ul><li>Leads (Prospektdownloads, NL-Anmeldungen, Anfragen, Buchungen) </li></ul>
  8. 8. WIE FACEBOOK?
  9. 9. Möglichkeiten für Unternehmen <ul><li>Pages </li></ul><ul><li>Gruppen </li></ul><ul><li>FB Connect </li></ul><ul><li>Share on Facebook-Button </li></ul><ul><li>Applications </li></ul><ul><li>Ads </li></ul>
  10. 10. FACEBOOK PAGES
  11. 11. Facebook Pages erstellen
  12. 12. Facebook Pages
  13. 13. Möglichkeiten von Facebook Pages <ul><li>Mails an Fans senden </li></ul><ul><li>Status Updates </li></ul><ul><li>Veröffentlichung von Links und Notes </li></ul><ul><li>Umfragen erstellen </li></ul><ul><li>Events erstellen und veröffentlichen </li></ul><ul><li>Discussions </li></ul><ul><li>Veröffentlichung von Fotos und Videos </li></ul><ul><li>Integration von externen RSS-Feeds </li></ul><ul><li>Boxes (AKA Widgets) </li></ul><ul><li>Zusätzliche Applikationen (eigene und fremde) </li></ul><ul><li>… </li></ul>
  14. 14. Pages: Auswertung
  15. 15. FB PAGES BEISPIELE
  16. 16. Beispiel: Landingpage
  17. 17. Beispiel: Landingpage
  18. 18. Beispiel: Nutzung der Boxes
  19. 19. Beispiel: Blog Integration
  20. 20. Beispiel: Newsletter Integration + Discount
  21. 21. Beispiel: Nutzung des User-Netzwerks
  22. 22. Beispiel: Games
  23. 23. Beispiel: Page Image
  24. 24. Beispiel: Tabs & Website-Verlinkung
  25. 25. Beispiel: Specials / Kampagne
  26. 26. Beispiel: Userführung
  27. 27. Beispiel: Integration Buchungsmaske
  28. 28. Beispiel: Reviews
  29. 29. Problem: keine Inhalte
  30. 30. Problem: keine Fans
  31. 31. Problem: Auffindbarkeit
  32. 32. Problem: Auffindbarkeit
  33. 33. Problem: Sprache
  34. 34. Problem: Tonalität
  35. 35. Problem: Spam
  36. 36. FAZIT
  37. 37. Erfolgsfaktoren für FB Pages <ul><li>Regelmäßiger, guter, abwechslungsreicher, interessanter, originärer, exklusiver Content </li></ul><ul><li>Tagging von Usern in Fotos / Videos </li></ul><ul><li>Vernetzung mit anderen Aktivitäten (Blog, Twitter, Website, Newsletter, Email-Footer, …) </li></ul><ul><li>Durchsuchbarkeit für Suchmaschinen </li></ul><ul><li>Quickstart: Facebook Ads </li></ul>
  38. 38. Erfolgsfaktor Status Updates <ul><li>Ziel: Dialog </li></ul><ul><li>Persönliche Ansprache / Tonalität </li></ul><ul><li>Fragen stellen  zur Interaktion auffordern </li></ul><ul><li>Nicht nur eigenen Content veröffentlichen </li></ul>
  39. 39. Erfolgsfaktor: Fan-Konvertierung <ul><li>Ziel: Besucher der Page soll Fan werden </li></ul><ul><li>Ansätze: </li></ul><ul><ul><li>USP prominent kommunizieren </li></ul></ul><ul><ul><li>Vorteile erklären </li></ul></ul><ul><ul><li>Gewinnspiele </li></ul></ul><ul><ul><li>Content & Dialog </li></ul></ul>
  40. 40. FACEBOOK ADS
  41. 41. Facebook Werbung
  42. 42. Facebook Werbung erstellen URL & Text Zielgruppe Zahlungsform
  43. 43. Werbung: Targeting Möglichkeiten
  44. 44. Werbung: Auswertung
  45. 45. Danke! <ul><li>Get connected: </li></ul><ul><li>Olaf Nitz </li></ul><ul><li>Web: olafnitz.net / austriatourism.com </li></ul><ul><li>Blog: http://soso.onitz.de/ http://blog.austriatourism.com </li></ul><ul><li>Email: mail (at) olafnitz.net / olaf.nitz (at) austria.info </li></ul><ul><li>Twitter: http://twitter.com/onitz </li></ul><ul><li>Skype: onitz1605 </li></ul><ul><li>XING: https://www.xing.com/profile/Olaf_Nitz </li></ul><ul><li>Facebook: http://www.facebook.com/onitz </li></ul>

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