fra social massekommunikation & gratis eksponeringer til niche marketing & strategiske...
DESCRIPTION
Præsentation af Casper Buchhave holdt på Meltwaters seminar "Markedsføring (der virker) på de sociale medier". København 27.08.14TRANSCRIPT
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FRA SOCIAL MASSEKOMMUNIKATION& GRATIS EKSPONERINGERTIL NICHE MARKETING& STRATEGISKE INVESTERINGER
København, 27. august 2014
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2 Source: TheConversationPrism.com
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FACEBOOK EVOLUTIONEN
STRATEGISK COMMUNITY MANAGEMENT
DIFFERENTIERET DATA DREVET KOMMUNIKATION
…CONTENT CONTENT CONTENT
AGENDA
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BRANDS PÅ FACEBOOK
Source: Business Insider
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DEN ORGANISKE REACHS EVOLUTION
Source: Social@Ogilvy
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%
2
4
6
8
10
12
14
16
Time
Old EdgerankNew Edgerank
18
20
OrganicAmplification
or Decay
Your new core audience
Your old core audience
OrganicAmplification
or Decay
ÆNDRINGER I KERNEMÅLGRUPPEN
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Loyalitet
Retention
Churn prevention
Konverteringer
Salg
Transaktioner
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STRATEGISKE TILGANGE
CRM REACH
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LikersNo interactions – yet…
First-timers & CasualsInteracted 1-5 times
Re-engagedInteracted 5-29 times
Super FansInteracted +30 times
Active users
Fans
DRIV MÅLGRUPPEN NED GENNEM FUNNEL
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LikersNo interactions – yet…
First-timers & CasualsInteracted 1-5 times
Re-engagedInteracted 5-29 times
Super FansInteracted +30 times
Active users
Fans
DEN OPTIMALE FUNNEL
90%
9%
1%
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TRANSFORMÉR FANBASEN TIL EN KUNDEBASE
Duration between the first and latest interaction
Average duration between each interaction
Lifetime of a fan
Retention
Average interaction per fan during lifetime
Interactions
Number of fans who are costumers
Costumers
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AKTIVITET, BENCHMARKS OG FREMSKRIVNING
Current
27
Target
469
5304
Total Interactions Unique Users Interactions Per User
Projected5601
Current
16
Target
368
4416
Projected4592
Current
0.02
Target
1.27
1.26
Projected1.48
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CRM OG LIVSTIDSVÆRDI
Lifetime Retention Interactions
Current
1.9
*Target
76.67
78.57**Projected
57.67
Current
0.45
Target
24.96
25.41
Projected
20.46
Current
.003
Target
3.42
3.43
Projected
3.46
Customers
Current
17
Target
28410
28170
Projected
29521
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CASE EKSEMPEL
LikersNo interactions – yet…
First-timers & CasualsInteracted 1-5 times
Re-engagedInteracted 5-29 times
Super FansInteracted +30 times
Baseret på2731 unikke
brugere
Brandets FB Side
90%
9%
1%
Optimal Funnel
97%
1,7%
0,1%
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HVORDAN?
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Vi har adgang til alt data i Facebooks Interest Graph
hvilket betyder at
vi kender demografier & psykografier på alle målgrupper
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TV
POP MUSIC
VIDEO GAMES
ROCK MUSIC
SOCCER
74%
PERCENTAGE OF AUDIENCE AFFINITY COMP. TO COUNTRY AVG.
238%
ROLE-PLAYING GAMES
SIMULATION GAMES
MOTOR CYCLES
RELIGION
SMARTPHONES
INDEX AFFINITET
MÅLRET KOMMUNKATIONEN MED UDGANGSPUNKT I INTERESSER
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SEGMENTER HAR FORSKELLIGE INTERESSER
LikersNo interactions – yet…
First-timers & CasualsInteracted 1-5 times
Re-engagedInteracted 5-29 times
Super FansInteracted +30 times
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Facebook har udviklet sig til en
kompleks annonceplatform
Data kan hjælpe os med
at drive engagement & reach – også organisk
Differentieret kommunikation
er need-to-have og ikke nice-to-have
Content er stadig
nøglen til socialt engagement
OPSUMMERING
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TAK FORDI I LYTTEDE