social media club enschede - peter minkjan - 19 maart 2013
DESCRIPTION
"Scoren met Facebook marketing". Presentatie van dinsdag 19 maart 2013 bij de Social Media Club Enschede (SMC053) over het effectief zakelijk inzetten van Facebook.TRANSCRIPT
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Marketing
Social Media Club Enschede – 19 maart 2013
Scoren met
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@PeterMinkjan
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Ik blog
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Privacy op Facebook?
VeiligFacebook.nl
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Scoren met Facebook Marketing
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De belangrijkste stappen
• Luisteren
• Bouwen
• Adverteren
• Activeren
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Sneeuwballengevecht Breda
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We geven kinderen puppies
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Het brengt mensen tot elkaar
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Jij kan ook helpen!
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FB beïnvloedt winkelbezoek
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Leads, Prospects & Klanten
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“Humanizing the brand”
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Betrokkenheid
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Het begon in 2004
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9 jaar later…..
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Doorgebrachte tijd op Facebook
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Mobiel gebruik stijgt hard
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Facebook in Nederland
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Facebook in Twente
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Grootste merken in NL
Bron: Socialbakers.com
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Inwoners Enschede liken: Mannen 18+ Vrouwen 18+
Bron: pro.likester.com
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Gemiddeld van 8 merken fan
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Luister
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Bouw
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Profiel
Een profiel is voor personen
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Pagina
Een pagina is voor organisaties
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Fans/Likes
Gebruikers die een pagina leuk vinden
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Groep
Een groep is ideaal om samen te
werken
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Nieuwsoverzicht
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Nieuwsoverzicht = epicentrum
50% van de tijd is in het nieuwsoverzicht
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Facebook.com/bedrijfsnaam
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Profielfoto plus omslagfoto
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Biedt kansen voor creativiteit
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Vul de Timeline
Laat je historie zien. Vertel je verhaal!
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Voorbeeld: Historie a.d.h.v. oude covers
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Voeg relevante apps toe
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Wedstrijden & winacties
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Minder dan 1% van de fans bezoekt de pagina ooit nog na het fan worden!
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Tenzij…je mensen uitnodigt
Dat doe je via updates of ads
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Hoe krijg je meer fans op Facebook?
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Richt je op die 20%!
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Twitter-volgers
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Facebook.com/Marketingfacts
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Magazines & brochures
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Offline promotie
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Wedstrijden & Winacties
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Hou de prijs relevant
Tenzij je een Apple dealer bent zijn dat geen iPad’s.
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Echte fans?
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Dit mag niet!
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Facebook Wedstrijdregels
In het kort:
- Ze moeten altijd plaats vinden op een aparte app
- Een like, reactie of share mag nooit dienen als deelnamemechanisme
- Je mag een like wel als voorwaarde stellen om mee te mogen doen
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Ondersteun het altijd met ads
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Adverteren
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Targeting is key
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Stel je persona’s vast
Wie is jouw ideale klant?
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Targeting o.b.v. emailadressen
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Activeer
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Nieuwsoverzicht = epicentrum
EdgeRank bepaalt inhoud nieuwsoverzicht
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Niet iedereen ziet jouw updates
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EdgeRank formule
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Affiniteit
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Wat liken gebruikers?
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Waar reageren gebruikers op?
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Wat delen gebruikers?
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Tijd
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Spam
Negatief effect op bereik
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Negatieve feedback
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Consequentie Edgerank
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Er is niet 1 juist tijdstip
Wanneer zitten jouw fans op Facebook?
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Plan updates in
Tot zes maanden vooruit in te plannen
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Page Post Targeting
Segmenteer je berichten
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Hou het kort
Interactie neemt significant af na 240 tekens.
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Nog een reden….
Na 160 tekens wordt update afgekapt.
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Gebruik de kracht van foto’s
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Gebruik de kracht van foto’s
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Deel video’s
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Stel vragen
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En geef antwoord
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Verzin het onderschrift
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Pick One
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Fill-in-the-blanks
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Moedig aan om te reageren
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Behind the scenes
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Exclusief kijkje in de keuken
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Laat de medewerkers zien
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Hou het luchtig
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Positiviteit
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Nostalgie, laat je historie zien!
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Nostalgie
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Speel in op de actualiteit
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Deel gebeurtenissen
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Geef handige tips
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Praktische info
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Omslagfoto’s van fans laten zien
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Kampioen laat fans cover bepalen
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Gebruik de feedback ook echt
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NEC: fans kiezen seizoenskaart
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KRAS Singlereizen
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Iedere fan een plekje in dorp
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Verkoop (met mate)
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Beloon je fans
Exclusieve aanbiedingen
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11 gouden contenttips 1. Gebruik de kracht van foto’s & video’s
2. Moedig interactie aan
3. Geef een kijkje in de keuken
4. Hou het luchtig
5. Wees positief
6. Laat je historie zien
7. Speel in op de actualiteit
8. Geef handige tips
9. Gebruik feedback ook echt
10. Breng Facebook offline tot leven
11. Beloon je fans
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Varieer
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Plan
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Bedankt!
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www.likeconomics.nl
06-52717644
@PeterMinkjan
/Likeconomics