vb social media track presentatie menno braakman m2 media def
DESCRIPTION
Presentatie van Menno Braakman (M2Media) over Facebook op de Social Media Tracks op de Vakantiebeurs in 2014.TRANSCRIPT
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Door Menno BraakmanDigital Director M2Media & More
Utrecht, 15 januari 2014
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Agenda
• Even voorstellen• Strategie eerst• Waar sta jij?• Facebook strategie• Facebook advertising
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Even voorstellen…
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Menno BraakmanDigital Director bij M2Media & More
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M2Media & MoreVan ondernemers, voor ondernemers
Interne opdracht : Maak van de klant een ambassadeurEigendom : Zelfstandig / directie = aandeelhouder(s)Medewerkers : ca. 30Actieve klanten : ca. 30
NOMD 2006-2010: Top3 klantwaardering
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
No.6 No.1
No.2
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Wij werken voor..
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Strategie eerst!
Utrecht, 15 januari 2014
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Social media is...
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Websites
Community-platforms
Org
anic
se
arc
h
Advert
isin
gSearch engines
GoogleBing
Twitter Search
Social Networks
FacebookTwitter
PinterestLinkedInYoutube
Flickr
Niche Networks
SportsHobbiesPassions
Widgets
EmbeddableSocial content
Mobile
ApplicationsIphone
BlackBerryAndroidSymbian
Blogs
Influencers
Intranet
Internal socialnetwork
Het Sociale Web
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Paid, Owned, Earned & Social Media
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Social Media Strategie Funnel
Begin hier
Niet hier!
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Social Media StrategieContinu proces
Luister & Leer
Doelstellingen
Governance
Bepaal activiteiten
Ontwikkel & Train
Bouw
Engage
Meet & Tweak
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DoelgroepSocial Media participatiegedrag
Bron: Forrester Research: Social Technographics Ladder
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Doelstellingen
Bron: Forrester Research: Social Technographics Ladder
• Branding• Service / Webcare• Sales• PR• HR• Research & Development
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StrategieEngagement Pyramide
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Websites
Community-platforms
Org
anic
se
arc
h
Advert
isin
gSearch engines
GoogleBing
Twitter Search
Social Networks
FacebookTwitter
PinterestLinkedInYoutubeTumblr
Niche Networks
SportsHobbiesPassions
Widgets
EmbeddableSocial content
Mobile
ApplicationsIphone
BlackBerryAndroidSymbian
Blogs
InfluencersContent Marketing
Intranet
Internal socialnetwork
Plaatsen, Tools & Functionaliteiten
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Waar sta jij?
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Wie heeft een Facebook Pagina?
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Actief?
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• Branding• Service / Webcare• Sales• PR• HR• Research & Development
Waarom is jouw bedrijf actief op Facebook?
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Meer dan 10.000 Likes?
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Meer dan 100.000 Likes?
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Meer dan 1.000.000 Likes?
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Sturen op interactie?
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Veel interactie?
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Wie zet Advertising in?
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• Vergroten fanbase 88%
• Vergroten bereik binnen fanbase 79%
• Vergroten bereik buiten fanbase 67%
• Vergroten zichtbaarheid en aantallen deelnemers op campagnes en activaties 74%
Waarvoor zet jij Facebook advertising in?
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Facebook Strategie
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DoelgroepFacebparticipatiegedrag
Bron: Forrester Research: Social Technographics Ladder
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Bron: Lab 42: Like Research onder 1.000 Amerikaanse Facebook gebruikers
Waarom liken?
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Luisteren
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Luisteren
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Meten
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Spreken
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Webcare
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Sociale Content
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Inhaken op actualiteit
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PaidOwne
dEarne
d
Adverteren Fanpagina Likes & Shares
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Activeren
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Social Plugins voor je website
44
• Facebook comments• Facebook like, send, recommend buttons• Like box• Recommendations box
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Social Media & Geïntegreerde Marketing
Campagnes• Promoties (prijsvragen, contests &
coupons)• Interactieve beleving• Gepersonaliseerde beleving• User initiated video’s
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De Steamliner
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Activeren
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British Airways YouTube
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Ondersteunen
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Facebook Advertising
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PaidOwne
dEarne
d
Adverteren Fanpagina Likes & Shares
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• Vergroten fanbase 88%
• Vergroten bereik binnen fanbase 79%
• Vergroten bereik buiten fanbase 67%
• Vergroten zichtbaarheid en aantallen deelnemers op campagnes en activaties 74%
Advertising gericht op
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Adverteren kan heel gericht:
• Demografie
• Device: bijvoorbeeld “mobiel gebruik”
• Interessegebieden: bijvoorbeeld “travel”
• Custom audiences: Jouw klanten / website bezoekers
• Look-alikes: op basis van het gemiddelde fanprofiel van jouw klanten
Facebook Advertising
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Targetingmogelijkheden
• Fans
• Vrienden van Fans
• Retargeting bezoekers website
• Look-alikes
• Brede demografische kenmerken
• Targeting uit CRM-database o.b.v. emailadressen– Nieuwsbriefmaillijst– Klanten propositie X
• Interessegebieden– Interesse voor reizen– Fans van reispagina’s
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• Nederland
• Mannen en vrouwen
• 18 – “geen maximum” jaar
• Met interesse in reizen– Activiteiten: reizigers (2.800.000 Facebook gebruikers)
• Gezinssamenstelling:• Gezinnen in NL met kinderen van 0-19 (580.000 Facebook
gebruikers)
Brede demografische kenmerken
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– Verre reizen (7.800)
– Cruise (16.600) - Zeilen (104.000)
– Fietsvakantie (4.000) - Wandelen (64.000)
– Fietsen (132.000) - Wintersport (30.000)
– Wielrennen (32.000)
– Kamperen (182.000) - Camping (10.600)
Fans van reispagina’s op Facebook
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Facebook Page Post en Social Ad
• Aanjagen Facebook pagina post
• Social ads aan de rechterkant Facebook
• Meerdere creatives per profiel om te kunnen optimaliseren en om de campagne te stretchen
• Sturen op conversie
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Meten = Weten
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1. Strategie eerst: koppel je social media strategie aan je bedrijfsdoelstellingen
2. Zonder Paid media, geen succesvolle Owned & Earned media
3. Wees verrassend, authentiek, eerlijk en sympathiek
4. Stel targets op basis van industrie benchmarks (doel om in te scoren)
5. Doorlopend proces: Inzicht -> Strategie -> Activiteiten -> Meten
Onthoud:
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Vragen?
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More?
It is not the strongest of the species that survive, nor the most intelligent. It is the one most adaptable to change.
Menno BraakmanDigital Director M2Media & More
[email protected] 155 392 68www.m2media.nl