facebook marketing presentatie - bind academie 12 april
DESCRIPTION
Presentatie 'Succes met Facebook Marketing' voor Bind Academie, 12 april 2012.TRANSCRIPT
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Content analyse
• x
Marketing
Succes met
Bind Academie – 12 april 2012
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@PeterMinkjan
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Ik blog
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FacebookPro.nl
Meest vooraanstaande* Facebook marketing blog van Nederland
*want enige;)
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Binnenkort………………
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VeiligFacebook.nl
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Belangrijkste stappen
• Luisteren
• Bepalen
• Bouwen
• Activeren
• Analyseren
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Het begon in 2004
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8 jaar later: 1 miljard gebruikers
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Facebook in Europa
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Facebook in Nederland
64% groei in Nederland in 2011
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Marktaandelen NL
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Sociale digitale centrum
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Mobiel gebruik stijgt hard
2011: 33% Facebook verkeer is mobiel
2012: 50%+ Facebook verkeer is mobiel
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Luister
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Bepaal
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Budget
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Wie is verantwoordelijk?
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Bouw
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Omslagfoto
Afmetingen: 851 * 315 pixels
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Dit mag niet
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Laat je historie zien
Vertel je verhaal!
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80% van de fans bezoekt de pagina
niet meer na het fan worden.
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Hoe krijg je fans op Facebook?
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Waarom zijn mensen fan?
• Laatste nieuws over merk ontvangen
• Om affiniteit met merk te tonen
• Om korting of freebies te ontvangen
• Wedstrijden & give aways
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Belangrijk
Begin bij je bestaande connecties voor je op zoek gaat naar nieuwe.
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Nodig je vrienden uit
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Werknemers
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Twitter volgers
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Bedrijfsmagazine & publicaties
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Offline promotie
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Facebook.com/Marketingfacts
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Wedstrijden
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Hou de prijs relevant
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Hou je aan de regels
Dit mag
niet,wedstrijden
moeten altijd
plaats vinden op
een aparte tab.
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New York: Fotowedstrijd
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Facebook advertising
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Facebook Ads
Bestaan uit afbeelding, titel en
tekst
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Targeting mogelijkheden
• Locatie
• Leeftijd
• Taal
• Opleiding
• Relatie
• Functietitel
• Werkgevers
• Likes & interesses
• Vrienden van bestaande fans
• Fans van bepaalde pagina’s
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“We charge less if you are more engaging.”
Tom Elliot,
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Ad engagement = CTR
• Facebook ads hebben maar een levensduur van 48 -96 uur
• Sterke correlatie tussen CTR & CPC
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Gebruik Sociale Context
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Test altijd meerdere afbeeldingen
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Dit zijn de winnaars
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Sponsored Stories • Zet activiteiten (likes, updates, check-ins, spelen van games etc.) om in
gesponsorde verslagen
• Heeft altijd een sociale context
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Waar verschijnen advertenties?
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Ze verschijnen nu ook in nieuwsoverzicht
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Deze updates zijn gesponsord
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Log out scherm
Kosten: $700.000 per dag
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Coming soon: Facebook offers
Aanbiedingen voor fans en iedereen
die incheckt
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Activeer
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Fans hebben invloed
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NEC: fans kiezen seizoenskaart
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Iedere fan een plekje in dorp
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Fan staat centraal
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Facebook is geen RSS reader
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Facebook is geen Twitter!
Twitter posts = geen interactie = lage EdgeRank = klein bereik =
geen resultaat
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Plan
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Niet iedereen ziet je updates
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Nieuwsoverzicht = epicentrum
45% van de tijd is in de newsfeed
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EdgeRank bepaalt inhoud newsfeed
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EdgeRank formule
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Affiniteit
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Interactie per content type
Foto’s en video’s genereren meeste interactie, links minste.
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Gewicht
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Tijd
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Consequentie Edgerank
Je zal op het juiste tijdstip updates moeten plaatsen die interactie
genereren want anders zien steeds minder fans jouw updates.
![Page 108: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/108.jpg)
Hoe vaak posten?
• Min. 2 keer per week
• Max. 5 keer per dag
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Doe eens gek
Post eens buiten kantoortijd
![Page 110: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/110.jpg)
Hou het kort
Interactie neemt significant af na 240 tekens.
![Page 111: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/111.jpg)
Deel foto’s, foto’s & foto’s
120% - 180% meer interactie dan gemiddeld!
![Page 112: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/112.jpg)
Deel video’s
Maar hou ze wel kort
![Page 113: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/113.jpg)
![Page 114: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/114.jpg)
Laat de mensen achter …..zien
![Page 115: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/115.jpg)
Deel gebeurtenissen
![Page 116: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/116.jpg)
Evenementen
• Vooraf: aankondiging + evenement aanmaken
• Op de dag zelf: update over evenement
• Na afloop: foto’s
![Page 117: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/117.jpg)
Laat de historie van je bedrijf zien…
![Page 118: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/118.jpg)
Stel (relevante) vragen
20% meer interactie
![Page 119: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/119.jpg)
Gebruik polls voor feedback
![Page 120: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/120.jpg)
Fill-in-the-blanks
90% meer interactie
![Page 121: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/121.jpg)
Celebrate stuff
![Page 122: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/122.jpg)
Hou het luchtig
80% grappiger dan gemiddeld!
![Page 123: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/123.jpg)
Pick one
![Page 124: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/124.jpg)
Lok reacties uit….
![Page 125: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/125.jpg)
Geef je fans korting
Beloon je fans!
![Page 126: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/126.jpg)
Goede content levert fans op
![Page 127: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/127.jpg)
Varieer
![Page 128: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/128.jpg)
Analyseer
![Page 129: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/129.jpg)
Verschillende (gratis) tools
![Page 130: Facebook Marketing Presentatie - Bind Academie 12 april](https://reader034.vdocument.in/reader034/viewer/2022051515/5538532a4a79591b688b477e/html5/thumbnails/130.jpg)