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- 1. facebook developer garage / lemberg Mikael Lemberg Chief Innovation Officer, Komfo F fb.me/Mikael.Lemberg T @Lemberg W Lemberg.dk E mil@komfo.com M +45 53 37 79 88 komfo.com / facebook.com/komfo
- 2. facebook developer garage / agenda AGENDA 1. News feed optimization 2. Word of mouth at scale 3. Stories production 4. Facebook ads 5. Implementing and organizing komfo.com / facebook.com/komfo
- 3. facebook developer garage / introductions CLICKER TRAINING komfo.com / facebook.com/komfo
- 4. facebook developer garage / news feed optimization NEWS FEED OPTIMIZATION komfo.com / facebook.com/komfo
- 5. facebook developer garage / news feed optimization POST REACH COMPARED WITH WEEKLY FREQUENCY 1 day 2 days 3 days 4 days 5 days 6 days 7 days Source: Facebook, Worldwide Data, Top 100 brand pages, May 2011 komfo.com / facebook.com/komfo
- 6. facebook developer garage / news feed optimization komfo.com / facebook.com/komfo
- 7. facebook developer garage / news feed optimization THE WEB IS BEING BUILT AROUND PEOPLE Browse (Portals) Search Discover (Social) Source: ComScore Global Y/Y change – Jan 2011 komfo.com / facebook.com/komfo
- 8. facebook developer garage / word of mouth at scale TIME SPENT ON FACEBOOK BY CONTENT SECTION Front page / Newsfeed Profiles Photos Apps & toos All other Source: comScore Mediabuilder, U.S., May 2011 komfo.com / facebook.com/komfo
- 9. WORD OF MOUTH AT SCALE (WOMAS) Your market (i.e. 200K) Friends of Fans (i.e. 174K) Fans (i.e. 484) komfo.com / facebook.com/komfo
- 10. WHEN DO YOU STOP RECRUITING FANS? FoF Multiplier Marginalomkostning Marginalnytte # Fans Kilde: Facebook, Worldwide Data, Top 100 brand pages komfo.com / facebook.com/komfo
- 11. NEW KEY TERM: ”STORIES” Not Word of Mouth Word of Mouth komfo.com / facebook.com/komfo
- 12. PAGES BUILD COMMUNITIES FOR CONVERSATIONS BETWEEN PEOPLE Pages post and Conversations get feedback between friends Fans Friends of Fans komfo.com / facebook.com/komfo
- 15. AMPLIFY WORD OF MOUTH WITH SPONSORED STORIES Pages Page Likes Page Posts Page Post Likes Check-in App Used App Share Domain App Website komfo.com / facebook.com/komfo
- 16. DEFINE YOUR WOMAS STRATEGY Owned Earned Pages News Feed Apps Sponsored Stories Word of mouth Facebook Ads Paid komfo.com / facebook.com/komfo
- 17. ADAPT YOUR ORGANIZATION Acquisition Branding Engagement komfo.com / facebook.com/komfo
- 18. FIND THE RIGHT BENCHMARKS komfo.com / facebook.com/komfo
- 19. MOVE ON IN 4 STEPS 1. Are you working with clicker training? 2. What’s your IPM score? 3. Do you have a WOMAS strategy? 4. How are you organized about branding, engagement and acquisition? komfo.com / facebook.com/komfo
Notas do Editor
- Twitter-historie
- Påstand: Jeres mål på Facebook er IKKE at få flest mulige fans. Faktisk er det ikke engang at få samtlige kunder som fans! Forklaring følger!
- Konkurrence med coopetition-element. Husk i øvrigt at vægopslaget skal være noget vennerne har lyst til at give feedback på. Ellers vil fans ikke slå det op.
- Høj viralitet. Masser af incitamenter til samtale mellem venner.