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facebook as pla,orm for an online ecosystem GX Connect 2010, 2 december 2010

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facebook  as  pla,orm  for  an  online  ecosystemGX  Connect  2010,  2  december  2010

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starring

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vision  of  info.nl

online  presence

distributed  apps

online  ecosystem

Virtual  Warmtha  context  relevant  dialogue

Exploding  Strategybe  there  where  the  user  is

Real=me  Companymarke6ng  is  a  service  experience

sustainabledifferen6a6on

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the  context  of  our  life  is  an  online  ecosystem

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The  Web  of  Documents  gave  us  the  page  rank

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With  the  Web  of  Data  we  start  to  produce  and  remix

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We  are  all  conversaBonalists  in  a  Web  of  People

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We  are  now  at  the  beginning  of  the  Web  of  Impulses

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Tim  O’Reilly

Devices  will  all  have  sensors.  In  the  end  it  is  about  the  services  you  create  using  these  sensors.

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 check  in/check  out  systems

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a:ract

engage

convert

retain

conversion  funnels  start  everywhere

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connec6ng  to  legacy

WCMSECMS

ERP/  shops

CRM

appsSSO  &security

contentrepository

portal  server

customerprofile

LDAP

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the  challenge:  be  part  of  the  dialogue

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Mark  Zuckerberg

CommuniBes  already  exist.  Instead,  think  about  how  you  can  help  that  community  do  what  it  wants  to  do.

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Over  550m  Ac6ve  Users  Globally

Source:  Facebook  internal  data,  Nov  2010

2007 2008 2009 2010

Over  169  million  users  in  Europe

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Top  Facebook  countries  in  Europe

Source:  Facebook  Internal  Data,  Nov  2010

1. United  Kingdom          28m

2. Turkey                                            23m

3. France                                          19.5m

4. Italy                                                    17.2m

5. Germany                                  12.4m

6. Spain                                                11.6m

7. Sweden                                        3.8m

8. Poland                                            3.7m

9. Belgium                                      3.6m

10.Netherlands                      3.1m

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Source:  Facebook  internal  data,  November  2010

Note:  Ac6ve  users  are  registered  users  who  have  logged  on  to  Facebook  at  least  once  in  the  last  30  days

Over  3.13m  Ac6ve  users  in  Holland

2010

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Source:  Facebook  internal  data,  November  2010

Note:  Ac6ve  users  are  registered  users  who  have  logged  on  to  Facebook  at  least  once  in  the  last  30  days

Over  3.13m  Ac6ve  users  in  Holland

3.13+

2008 2009 2010

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Gender Age

Source:  Total  ac6ve  audience  Facebook  internal  data  July  2010

Facebook  Demographics  Holland

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huge  engagement

3.13m  monthly  ac=ve  users73%  of  users  come  back  every  week  44%  of  users  return  to  the  site  daily3.6  billion  monthly  page  views24%  penetra=on  of  the  online  popula=on91  average  number  of  friends

872k  users  access  on  their  mobile  (28%)

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mapping  facebook?  

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mapping  facebook?  

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Open  Graph

News feed

Social  ads

ApplicaBonsPages

Facebook  pages

News feed

Target  User

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 instant  personalizaBon

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global  ecosystem

900  mln  objects  that  people  connect  with30  billion  pieces  of  content  shared  monthly  

550k  applica=ons  ac=ve

more  than  1  mln  websites  integrated  with  pla,orm50%  of  comScore’s  global  top  100  sites  more  than  150  mln  people  engage  on  external  sites

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facebook  as  the  fuel  for  our  own  online  ecosystem

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keys  to  success  in  facebook

an  acBve  and  open  wallgood  community  management  generates  fans

apps  as  engineusing  the  viral  effect  of  the  social  ecosystem  

acBvate  with  aYenBonsparks  the  engagement

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 facebook  ecosystem  of  Pathé

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22  cinemas16  ciBes11  million  visitors

#1  movie  website  in  Netherlands:  Pathe.nl

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90%  of  movie  goers  does  orienta6on  online  (source:  Bioscoopmonitor)

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 Social?

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“Want  to  catch  a  movie  tonight?”

“Let’s  go  see  the  new  Harry  PoYer”

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“Great  movie!

“You’ve  g

ot  to  

check  it  o

ut!”

“The  3D  experience  was  amazing”

“So  funny!”

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+

+

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Pathé  facebook  page

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insights  on  customers

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organic  growth  using  cut+paste  tools

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using  facebook  campaigns

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Pathé  –  Zaandam  Applica6on

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Pathé  –  Incep6on  Applica6on

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campaign:  interacBon:  viral

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fanpage:  fan  growth

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facebook  as  a  traffic  source

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responder  demographics

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next  steps:  Pathé.nl  social  integraBon

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next  steps:  Pathé.nl  social  integraBon

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from  page  to  applicaBon

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thanks!

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