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SMD 2014
Find me on Twitter: @lemberg
KOMFO
We love Social Media and we believe that it has fundamentally changed
the way companies communicate with their customers.
• Headquartered in Copenhagen, Denmark but present globally.

• Owned by the four founders and the global software company Sitecore.
• Powerful team of 60+ social media marketing specialists ready to guide you to success.
• 100+ strong partnerships with leading social networks, agencies and software providers.
• 300+ enterprise clients and market leader in the Nordics.
NORDIC REFERENCES
Travel
Retail
Finance
E-Commerce
Telecommunication

BtB
Publishing/Media
Government & NGO

Automotive
250 ad accounts
135.000.000 monthly paid impressions
400.000 weekly clicks

600 daily webshop checkouts
525 new page likes every hour
WHAT
IS THE
PROBLEM?
ADVERTISING
IS CRITICAL TO
REACHING YOUR
AUDIENCES ON
FACEBOOK
Viral
reach

Paid reach

Organic
reach
HOW DO YOU ORGANIZE
YOUR MARKETING
WHEN CONTENT
AND ADS ARE MERGING
MOST OF OUR TIME ON FACEBOOK
IS SPENT IN THE NEWS FEED

40%
of peoples’ time
on Facebook is
on news feed

Source: comScore, June 2012.
ORGANIZE YOUR MARKETING
Content creator

Insights analyst

Community
manager

Advertiser

Moderator
5 THINGS
YOU WON’T REGRET
DOING TOMORROW
TO IMPROVE THE
PERFORMANCE OF YOUR
FACEBOOK MARKETING
1. STOP PAYING FOR APPS
Facebook apps only get traffic if they’re supported by a heavy seeding
strategy. Meanwhile, most app concepts are now allowed for free on Page
timelines and app builders get cheaper by the day.
2. TAKE YOUR STATS MORE SERIOUS

www.freeanalytics.komfo.com
3. BAN THE “BOOST POST” BUTTON
4. GET STUFF OUT OF THE MAILBOX
5. AUTOMATE AS
MUCH AS POSSIBLE

Branding

Webshop
traffic

Newsletter
signups
GET THE
STRATEGY
STRAIGHT
THINK OF YOUR MARKETING
GOALS EVERY TIME YOU POST
 Increase your virality

 Drive awareness of your messages
 Generate online sales

 Grow your community
INCREASE YOUR VIRALITY
Best types of creative for your campaign:

Get started:

1. Set up a campaign with “Engagement”
objective in Komfo Ad Manager
2.

Select desktop and mobile news feed as ad
placements

3. Komfo Ad Manager automatically
identifies the audiences most likely to
generate stories about your content
DRIVE AWARENESS OF
YOUR MESSAGES
Best types of creative for your campaign:

Get started:

1. Set up a campaign with “Branding”
objective in Komfo Ad Manager
2.

Select All Facebook as ad placements

3. Komfo Ad Manager automatically
identifies the audiences most likely to
actively consume your content
GENERATE ONLINE SALES
Best types of creative for your campaign:

Get started:

1. Set up a campaign with “Conversions”
objective in Komfo Ad Manager
2.

Select Desktop News Feed as ad
placement

3. Komfo Ad Manager automatically
identifies the audiences most likely to
generate sales on your website
GROW YOUR COMMUNITY

Best types of creative for your campaign:

Get started:

1. Set up a campaign with “Fans” objective
in Komfo Ad Manager
2.

Select Mobile News Feed as ad placement

3. Komfo Ad Manager automatically
identifies the audiences most likely to
like your page
GO
PRO
INTERESTS & DEMOGRAPHS
PLACEMENTS & DEVICES

Offsite
conversions are
often cheapest
on desktop!
DARK POST PUBLISHING

You can
drag ’n’ drop
planned posts
to change
their timing
Identify people that are
almost exact matches of your
current customer base with
look-a-like-audiences.

TARGET ATTRACTIVE AUDIENCES
CONVERSION TRACKING
USE REMARGETING TO
INCREASE YOUR OUTPUT

Branding

Marketing
Remarketing
CHOOSE THE RIGHT BIDDING METHODS!
• CPC for controlled costs
• CPM for high delivery
• oCPM for optimal ROI
KEYWORD-TAGGED CAMPAIGNS
KEYWORD-TRIGGEREDE ADS
WEEKDAY SCHEDULES
AUTOMATIC ADS CREATION
EXAMPLE 1: ORGANIZE YOUR
CAMPAIGNS BY NET EARNINGS
EXAMPLE 2: AUTOMATICALLY RETARGET
LEADS FROM YOUR WEBSITE
SUMMARY
START WORKING SMARTER
•
•
•
•
•

Stop paying for apps
Take your stats more serious
Ban the ”Boost post” button
Get stuff out of the mailbox
Automate as much as possible
REMEMBER YOUR
MARKETING OBJECTIVE

• Increase virality
• Drive awareness
• Generate online sales
• Grow your community
PRO TOOLS FOR THE
SKILLED ADVERTISERS
•
•
•
•
•

Interests & demographs
Placements & devices
Dark post publishing
Custom audiences
Conversion tracking

•
•
•
•
•

Remarketing
Action bidding
Keyword-triggered ads
Weekday schedules
Automatic ads creation
Mikael Lemberg
Advertising Director
mil@komfo.com

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Editor's Notes

  1. 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  2. 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  3. 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  4. 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  5. 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  6. 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary