Presentation of Info.nl/so

1. How to achieve results on
Facebook
Catriona Paton

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
30 % penetration of the online population
58 % of users return to the site daily
93 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+

6. Facebook
the social ecosystem

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

9. Facebook Ads
Kick-start the viral effect

10. The effectiveness of Facebook Ads
http://mashable.com/2010/10/18/facebook-brands-likes-study/

11. Social Ads

12. Engagement ads
Like Ad
Comment Ad Polling Ad
Event Ad

13. Targeting

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

15. The Facebook Page

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

23. Fan Aquisition

24. Commonwealth Bank
Target Groups

25. First Tennessee Bank
Brand Perception

26. Danish Bank
Listening to Users
“I would like to see on a map
where I spend my money so
I can see how much money I
spend in various shops.”

27. SNS Bank
Engaging Customers

28. Saxo Bank Forex
Offer useful services

29. ING Nederland
Facebook helps customers

30. ABN Amro
Give users options

31. ASB
Customer Convenience

32. A bank branch inside Facebook!

33. 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

34. Open Graph
Use social-plugins to boost the viral effect

35. 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

36. 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. All in 1 Social
Effective community management for
Facebook and Twitter

39. All in 1 Social

40. Get a competitive advantage

41. So, to summarize…

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. Questions? Get in touch!
?
Info.nl/socialmarketing provides Facebook strategy,
builds apps and runs media campaigns.
We deliver real results on Facebook.
Contact Arthur Hoogeveen (020-5309100, arthur@info.nl)
!

44. Sint Antoniesbreestraat 16,
1011 HB Amsterdam
t. +31 (0) 20 530 9100
www.info.nl