Hands-on approach on how to create a vivid community on Facebook.

1. SPA
BELGIUM
FACEBOOK
CASE
INFO:
Title
in
Calibra
(Body)
28
pixels.
All
Capital.
1

2. HOW
TO
TRANSLATE
TO
FACEBOOK
?
2

3. WE
WERE
STRUCK
WITH
IMPORTANT
Q’S…
1
page
per
product?
1
page?
bilingual
pages?
OR
1
page
per
language?
Name
of
the
page?
1
page
3

4. 1
Page
Advantages
1
page
per
product
Advantages
• Lots
of
potenJal
content
to
• Name
of
the
brands
could
be
interesJng
365
days/year
oblige
us
(Spa
Barisart
-­‐
Spa
without
being
boring
Bruisend)
• PotenJal
CrossferJlizaJon
• AcJviJes
&
Guidelines
of
the
brands
are
different
between
brands
• Leader
percepJon
(all
fans
1
Page
Reason-­‐Why
in
1
place
–
potenJally
the
largest
page
in
its
category)
• Fullfill
daily
need
(content)
• Easier
to
manage:
all
fans
in
• CrossferJlizaJon
1
environment
&
only
1
page
to
opJmize
in
stead
of
• People
talk
about
‘Spa’,
2
or
3
not
the
brand
names
• Site
is
already
constructed
like
this
4

5. 5

6. SOLID
FOUNDATIONS
6

7. WHAT
WOULD
CONVINCE
PEOPLE
TO
LIKE
SPA?
• What
promise
will
we
be
making
to
our
Facebook
users
that
will
make
them
‘Like’
Spa?
• Can
we
deliver
this
promise?
• And
will
that
be
enough
to
make
them
join?
Give
to Get
7

8. ENLARGE
THE
UNIVERSE
–
3
CONTENT
PILLARS
Their
universe
Every
day
a
Purity
that
takes
The
domain.
The
sparkling
day
care
of
you
sources.
The
roots
The
Brands
Spa
Sparkling
Spa
Reine
Spa
General
SPADEL ÉQUIVALENCE PANTONES ÉQUIVALENCES QUADRI
ÉQUIVALENCE PANTONES ÉQUIVALENCES QUADRI SPA_10_3190_Logo2c_DarkBlue_LightBlue
SPADEL
19/03/2010
SPA_10_3190_r_Logo2c_DarkBlue_LightBlue PANTONE 278 C CYAN 40% MAGENTA 15%
24, rue Salomon de Rothschild - 92288 Suresnes - FRANCE
19/03/2010 Tél. : +33 (0)1 57 32 87 00 / Fax : +33 (0)1 57 32 87 87
PANTONE 278 C CYAN 40% MAGENTA 15% WHITE WHITE
24, rue Salomon de Rothschild - 92288 Suresnes - FRANCE Web : www.carrenoir.com
Tél. : +33 (0)1 57 32 87 00 / Fax : +33 (0)1 57 32 87 87 WHITE WHITE
Web : www.carrenoir.com Ce fichier est un document d’exécution créé sur
Illustrator version CS2. PANTONE 661 C CYAN 100% MAGENTA 80%
Ce fichier est un document d’exécution créé sur
Illustrator version CS2. PANTONE 661 C CYAN 100% MAGENTA 80%
8

9. 9

10. CONTENT
APPROACH
SPA’S
CONTENT
RECIPE
10

11. Keep
your
company
out
of
the
content
11

12. QUESTION
OF
PRIORITIES
• Value • Fan Engagement • Brand
• Give to get • Interaction with fans Promotion
content • Interesting content will • News,
receive Likes, Shares Promotions,
and Comments Contests
• Ideally: reserved
for the fans, or a
priority group
12

13. PROMISE
SPA
REINE
Spa
Reine
let’s
you
experience
pure,
inspiring
moments
with
your
friends
and
family
13

14. CONTENT
WHEEL
SPA
REINE
Moments
with
family
&
friends
(acJviJes
&
trips,
cooking,
movies)
Spa
Reine
history
Actuality
&
news
Sponsoring
&
events
(f.e.
20KM)
Purity
(taking
care
of
your
beloved
ones)
Product
&
Promo
info
(announcement
of
new
products
/
acJons
/
promo)
Spa
Mama
Baby
program
(focus
on
USPs
of
the
website)
14

15. PROPOSITION
SPA
SPARKLING
“Each
day
we
make
your
day
a
sparkling
day”
Smile,
laugh,
explore,
wonder,
learn,
be
inspired
» Each
day
we
will
surprise
and
inspire
our
fans
15

16. CONTENT
SPA
SPARKLING
Outside
AcJviJes
(Kayak
at
Ourthe,
Jp
for
a
museum,
…)
Sparkling
moments
Refreshing
ideas
(original
content
(Jps:
f.e.
pancakes)
that
will
surprise
the
fans)
Culture
(New
Belgian
film,
Upcoming
arJst,
…)
Sponsoring,
events
Promo
&
Product
info
Sports
(New
sport
to
try
with
friends,
weekend
acJvity
proposal)
16

17. PROPOSITION
SPA
GENERAL
“Join
us
on
a
journey
into
the
heart
of
our
sources
and
ini?a?ves”
• Discover
the
history
of
Spa,
the
iniJaJves
and
values
of
Spa,
its
beauJful
domain
&
its
heritage
• Be
inspired
by
its
roots,
its
nature,
its
people
17

18. CONTENT
SPA
GENERAL
Nature
&
ecology
(domain
of
Spa,
Jps
for
family
walks
with
acJvity,
…)
Spa
gamma
&
Belgitude
news
(Spa
=
100%
Belgian)
(f.e.
new
packagaging)
Heritage
of
Spa
Engagement
of
(f.e.
Spa
history
&
Spa
(environment)
Spa
VisiJng
Center)
18

19. EACH
MONTH:
CONTENT
CALENDAR
–
EACH
WEEK:
CONTENT
DETAILS
19

20. WHAT
DOES
SPA
EXPECT?
29/06/12
20
20

21. A
PAGE
WITH
A
STRONG
VISION
• Each
day
bring
interesJng,
original
and
inspiring
content
to
the
fans
• Each
week
reach
a
mass
audience
by
leveraging
the
posts
to
a
wider
audience
than
its
fans
• To
set
the
tone
(be
leader)
in
Water
pages
in
Belgium
in
terms
of
Engagement
&
Size
• In
short:
to
manage
a
page
that
has
strong
Karma
21

22. MANY DRIVERS. ONE KARMA.
Setup
Page Setup
Impact
Reach Engagement Intensity
Strong
Foundations
Consideration Community
Vitality
ConversaJon
Posting
Strategy
Intelligence
22

23. BASIC
ELEMENTS
OF
THE
PAGE
23

24. 24

25. About
text
Different
tabs
25

26. Spa
Mama
Baby
Program
Reference
to
website
26

27. HOW
TO
STAND
OUT
CREATIVELY?
27

28. ENGAGEMENT
28

29. “Fans
don’t
care
about
your
beauJful
designed
Facebook
page”
29

30. HOW
DO
PEOPLE
USE
FACEBOOK?
30

31. «
All
posts
of
my
friends
and
Liked
Pages
appear
in
my
newsfeed
»
31

32. Only
Top
Stories
are
shown
(!)
32

33. A
COMPLEX
EQUATION?
33

34. UNDERSTANDING
EDGERANK
=
KEY
EdgeRank
is
made
up
of
3
variables:
Affinity,
Weight,
and
Time
Decay.
» Affinity
is
dependent
on
a
user's
relaJonship
with
an
object
in
the
news
feed.
– It
is
based
on
the
proximity
you
have
with
a
friend
or
Page
(No.
of
comments
and
no.
of
‘Likes’
from
you
and
your
friends,
Frequency
of
visit
to
specific
Profiles
/
Pages,
Frequency
of
interacJons
with
those
Profiles
/
Pages)
» Weight
is
determined
by
the
type
of
object,
such
as
a
photo/video/link/etc.
» Time
Decay:
as
an
object
gets
older,
the
lower
the
value.
34

35. ENGAGEMENT
IS
KEY
TO
INFLUENCE
EDGERANK
Fans
are
just
the
beginning
(!)
Gesng
engagement
from
those
Fans
is
a
real
Challenge.
To
maximize
your
presence
in
Top
News:
» Generate
Likes;
» Provoke
Comments;
» Invite
people
to
Share;
» Make
people
return
to
your
Page;
35

36. UNDERSTANDING
ENGAGEMENT
36

37. Measure, Compare & Optimize
the Karma of Your Page.
Presentation Page Karma.

38. Page Karma
Rankings & Comparisons
Logos
Brands want to understand the state of their
performance.
How do I rate
against my
How do I rate, competitors or
compared with the my peers
other brands of the
country
In terms of size, rate
Colors of increase, in terms
C71 M2 Y35 K0 of C71 M64 Y64 K66
engagement or C52 M43 Y43 K7
R42 G183 B179 activityB42 my fans
R42 G42 of R129 G129 B129
# 2AB7B3 # 2AB7B3 # 818181

39. Page Karma
Country Insights
Logos
Brands want to understand how people use
Facebook in their country
What content gets
How do people the most
engage with my engagement in my
brand on Facebook category (type,
in my country? format, length,…) ?
What are the
Colors
What time of the differences
best to
day is the C71 M2 Y35 K0 between men
C71 M64 Y64 K66 C52 M43 Y43 K7
R42 G183 B179
publish and G42 B42
R42 women R129 G129 B129
# 2AB7B3 # 2AB7B3 # 818181
content ?

40. Page Karma
Recommendations
Logos
Brands want to increase their effectiveness
%
If I have 2 posts to
publish, when do I
When should I post the second
publish on my one ?
Page ?
What are my
competitors
Colors
Are my
competitors’ doing that could Is the level of
inspireY64 K66 ?
C71 M64 me consideration I
Pages growing Y35 K0
C71 M2 C52 M43 Y43 K7
R42 G183 B179 R42 G42 B42 give to my fans
R129 G129 B129
quicker than
# 2AB7B3 # 2AB7B3 # 818181
the best in my
mine ?
Category ?

41. Each
month
comparing
engagement
to
our
compe?tors,
the
broader
category
&
country
benchmarks
41

42. Each
month
comparing
engagement
to
our
compe?tors,
the
broader
category
&
country
benchmarks
42

43. ENGAGEMENT
RATE
EVOLUTION
1.2
1
0.8
0.6
ER
April
0.4
ER
May
0.2
ER
June
0
43

44. Best
pracQces
to
engage
the
(Spa)
community
44

45. 1.
Surprise/privilege
the
fans:
give
them
scoops
Albums
generates
one
of
the
highest
visibility
&
engagement
scores
with
new
Timeline
45

46. Albums
generate
high
engagement
We
asked
fans
to
like
their
favorite,
resul?ng
in
high
engagement
By
reac?ng
on
comments
by
fans
under
each
photo,
we
managed
to
get
many
comments
46

47. 2.
People
love
choosing:
involve
them
Don’t
forget
to
keep
the
conversa?on
going
in
the
comments
&
let
fans
know
which
op?on
was
chosen
the
most
by
the
fans
47

48. 3.
Communicate
Social
AcQons
in
your
posts
48

49. 4.
Let
fans
fill
in
the
blanks.
Ask
quesQons
Although
Ques?ons
are
not
the
most
sexy
format,
it’s
one
of
the
best
to
boost
engagement
Best
way
to
get
to
know
your
fans
(f.e.
how
many
of
your
fans
actually
use
your
product(s)?)
49

50. 5.
Inspire
fans
with
offline
(family)
acQviQes
50

51. 6.
Make
use
of
recurring
events
or
topics
Contextualize
the
content
51

52. 7.
Pick
topicaliQes
that
match
your
brand
52

53. 8.
Celebrate
Achievements
From
?me
to
?me
reward
fans
with
giQs
or
host
offline
ac?vity
with/for
them
53

54. 9.
Host
contests
that
stand
close
to
the
fans
needs
or
interests
Inspire
to
par?cipate
54

55. 10.
QualitaQve
Storytelling:
brand
iniQaQves
55

56. New
opQons
:
Pin
to
the
top,
star,
milestones
Post
remains
on
top
of
the
page
for
1
week
Larger
visibility
Star
posts
before
you
highlight
them.
AQer
7
days
they
will
go
back
to
the
larger
format
56

57. Think
about
Milestones
(Re)construct
the
heritage
of
the
brand
57

58. INFO:
Title
in
Calibra
(Body)
28
pixels.
All
Capital.
BUILDING
A
QUALITATIVE
AUDIENCE
58

59. MAIN
OBJECTIVES/GOALS
1. Claim
leadership
posiJon
in
‘water
category’
2. Create
a
qualitaJve
audience
with
large
reach
that
would
jusJfy
the
investments
in
social
(keeping
in
mind
that
fans
are
just
the
beginning)
59

60. WE
HAD
TWO
DIFFERENT
OPTIONS
Sesng
up
effecJve
recruitment
campaigns
» Frontal
:
through
the
promise
of
the
page
» Biased
:
via
contests
or
promoJons
-­‐>
the
challenge
being
to
engage
those
‘fans’
DesJnaJon
tab
for
recruitment
purposes
60

61. A
LOT
OF
DIFFERENT
TARGETINGS
WATER
NATURE
FAMILY
ACTIVE
/
SPORTIVE
/
CULTURE
FRIENDS
OF
FANS
COMPETITORS
61

62. IN
COMBINATION
WITH
NUMEROUS
CREATIONS
62

63. CREATIVE
BEST
PRACTICES
Image
Maxers!
80%
the
impact
of
your
ad.
Best
PracJces:
-­‐
No
more
than
1
or
2
objects/human
-­‐
Human
Faces
-­‐
Close
Up
-­‐
Focus
on
Product
-­‐
Band
RecogniJon
(Logo)
-­‐
Colours
-­‐
Iconic
-­‐
Be
CreaJve
63

64. CREATIVE
BEST
PRACTICES
Copy
to
generate
an
acJon.
Best
PracJces:
-­‐
Short
Copy
-­‐
CAPITALS
-­‐
QuesJons
-­‐
Focus
on
Benefits.
-­‐
Magic
Keywords
(Free,
New,
Win,…)
-­‐
Call
to
AcJon
-­‐
Contextualize
-­‐
Sense
of
Emergency
-­‐
Brand
RecogniJon
-­‐
Clear
DesJnaJon
64

65. OPTIMIZATION
DURING
THE
WHOLE
PERIOD
Main Optimization Steps We optimize your investment in REAL TIME
in order to reach the best ROI
1 - We split the targeting in several sub-segment (Gender, Age, Interest)
2 – We analyze witch segment perform the best regarding the message
3 - We make a reallocation of the budget on the sub-segment who works the best.
4 – It is an iterative process we repeat.
Launch middle Reallocation of Budget
V
€
OPTIMAZATION
OPTIMAZATION
V
€
X
€
65

66. DAILY
OPTIMIZATION
&
LEARNINGS
1.40
€
1.20
€
1.00
€
0.80
€
0.60
€
0.40
€
0.20
€
0.00
€
0
fans
70,000
fans
66

67. POSITION
1
–
WATER
PAGES
67

68. POSITION
2
–
NON
ALCOHOLIC
BEVERAGES
68

69. POSTING
STRATEGY
29/06/12
69
69

70. Monday Tuesday
Wednesday Thursday
Friday Saturday
Sunday Men and Women have different
patterns

71. PUBLISHING
PLATFORM
Use
of
external
tools
to:
Schedule
posts
Saturday
Monday
Tuesday
Wednesday
Thursday
Friday
Sunday
Create
more
axracJve,
richer
posts.
Easier
moderaJon
of
comments
Stats…
71

72. CONSIDERATION
72

73. WHY
IS
THIS
SO
IMPORTANT?
Influences
the
vitality
of
your
Facebook
page
With
Spa
Belgium
we
strive
to:
• Be
the
most
axenJve
page
in
its
category
• Not
let
any
fine
acJon
unnoJced
• Keep
the
conversaJon
going
on
the
page,
its
posts,
…
73

74. MODERATION
>
FANS
POSTS
Replies%Of% Likes%of% Average%
Page%Name% Fan%Posts% Page%on%Fan% Page%on%Fan% Reply%on%
Posts% Posts% Fan%Posts
Spa$Belgium 84 46 38 1,0
Pepsi 24 17 5 0,9
evian$Belgium 29 7 13 0,7
Gini 26 11 4 0,6
FreshClub$by$
Perrier 175 44 54 0,6
Innocent$
Belgium 4 2 0 0,5
Bru$ 16 5 3 0,5
Oasis$Fun.be 0 0 0 0,0
Spa
Belgium
is
number
one
on
ModeraJon
of
Fans
post.
With
an
average
of
1
reply
per
Fan
Post.
74

75. MODERATION
>
PAGE
POSTS
Reply%of%
Average%reply%per%
Page%Name% Posts%of%Page% Page%on%
Post
own%Posts%
Spa$Belgium 24 69 2,88
Gini 21 58 2,76
Oasis$Fun.be 31 75 2,42
evian$Belgium 14 17 1,21
Bru$ 21 15 0,71
FreshClub$by$Perrier 20 2 0,10
Innocent$Belgium 6 0 0,00
Pepsi 10 0 0,00
Spa
Belgium
is
number
one
on
ModeraJon
of
Page
Posts.
With
an
average
reply
of
2,88
per
Page
Post.
75

76. EXAMPLES
COMMUNITY
ACTIVITY
76

77. SET
UP
A
PROCESS
–
WHO
TO
CONTACT/WHAT
TO
DO
PosiJve
Thank
him
and
encourage
comment
for
more
comments.
Product
If
you
can
answer
straight
away,
do
it.
If
not,
ask
for
more
informaJon
or
say
you
QuesJon
will
come
back
asap
with
detailed
InformaJon
informaJon.
Ask
informaJon
to
dedicated
people.
If
correct,
acknowledge
and
check
how
you
can
make
it
right.
Unhappy
Check
If
wrong,
correct
politely
and
customer
facts
monitor.
NegaJve
Wrong
If
correct,
acknowledge,
publish
the
Check
comment
informaJon
correct
informaJon
and
monitor.
facts
NegaJve
If
wrong,
correct
politely
and
opinion
monitor.
Joke
Monitor,
and
if
needed
delete
based
on
guidelines
of
the
page.
77

78. TOOL
TO
EASY
MONITORING
78

79. REACH
79

80. WHY
FOCUSING
ON
REACH?
• With
specific
Facebook
AdverJsing
formats
(Sponsored
Stories)
we
decided
to
boost
the
reach
of
our
page
posts
much
wider
than
its
organic
likers
• And
by
doing
so
turning
the
page
into
a
powerfull
communicaJon
tool
by
reaching
well
over
2Mio
people
per
week
80

81. PAGE
POST
ADS
TO
BOOST
VISIBILITY/REACH
Reach
organic
(OWNED)
+
AddiJonal
Reach
(PAID)
Friends
of
Fans,
Specific
target
Fans
Fans
Fans
81

82. ORGANIC
&
PAID
REACH
Up
to
50K
weekly
organic
Views
Reach
up
to
2
M
weekly
Views
82

83. PAGE
POST
ADS
EXAMPLE
Page
Post
Ad
Organic:
7K
reach
With
PPA:
600K
reach
83

84. PAGE
BECOMES
A
POWERFUL
COMMUNICATION
TOOL
30
K
Heritage
of
Spa
AcJvity
Jp(s)
PPA
on
FoF
50
K
1
M
Spa
Reine
PPA
on
Fans
Contest
House
2
x
30K
2
x
50
K
1
x
500K
2
x
1M
Nature
&
Ecology
PPA
on
FoF
2.660.000
post
views
30
K
per
week
Spa
Sparkling
1
M
Sparkling
Day
PPA
on
Fans
Specific
targeted
PPA
50
K
Family
acJviJes
500
K
Thank
the
fans
84

85. THE
RIGHT
MIX
29/06/12
85
85

86. AN
ONGOING
STORY…
INFO:
Title
in
Calibra
(Body)
28
pixels.
All
Capital.
86

87. 87

88. facebook.com/sospace
slideshare.net/sospace
@pjadriaensens
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