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How we work with Facebook to boost our business
My passions
Subscription Sales Marketing Media Start-up Digital Consulting
Data, Data and data
CCO Kristeligt Dagblad
Our Path Forward, New York Times 7/10 -2015
”Our organization was built for the print era and must now be redesigned for the mobile era”
… and we could say the same
Front Page October 1st 1896
Our organization
• Aprox. 108 FTE
• More and more digital
• Data driven marketing
• Lead generation is a must
- Always in the lookout for more talents
Content driven
Our Strategy:
• To provide purpose in our readers’ lives
• We want to deliver content that you can’t get anywhere else
• Our content: history, life in the modern family, books, classic culture, 3rd world, beliefs, health, philosophy, life as a senior, politics, opinion and much more…
Prejudices
The truth:Our 40.000 subscribers
Our traditional marketing channels generates:
• less leads
• more expensive leads
• lower conversion rates
Our challenge: Find new ways to reach potential subscribers
Why Facebook
• 25% of all internet traffic is on Facebook
• 3.5 mill. of all Danes have a Facebook Account
• 2.5 mill. Danes uses Facebook every day
• In average 14 times a day
From marketingland.com
Using Facebook to reach new audiences
• Facebook prolong our acquisition funnel
• Our content is stronger than our brand
• Our brand gets stronger because of our content
Value is created when people read
Content is much stronger than traditional commercial
Content kills traditional marketing
We use our content for commercial purposes and to expand our business
We embrace Facebook
• Possibility of depth segmentation include gender, age, interests, education, geography, etc.
• High ROI on traffic campaigns (leads, advertising etc.)
Segmentation +80 different Target Groups
Jun-01
Jun-02
Jun-03
Jun-04
Jun-05
Jun-06
Jun-07
Jun-08
Jun-09
Jun-10
Jun-11
Jun-12
Jun-13
Jun-14
Jun-15
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
Development in net-traffic - k.dk
Kilde: Unique Visitors,Gemius
+ 63 percent
Today we are a top 25 site in Denmark
How do we use the traffic?
• We measure which content is best for lead generation
- it´s not a job for an Editor or a Journalist
- it´s a job for a data specialist
Our homepage is much more than content
It´s e-commerce
• You can messure whats best for your content – it´s not a job for an Editor or an Journalist
Retargeting
Our site as a Lead Generator
Janua
r
Februa
rMart
sAp
ril Maj Juni Juli
Augus
t
Septem
ber
Oktobe
r
Novem
ber
Decembe
r0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Leads from k.dk – accumulated 2014 vs. 2015
20142015
+ 342 percent
19.000 trials in 2015
Not without problems
• Organic reach has decreased
• Time demanding
• Prices is going up – FAST
• The Facebook Algorithm - changes
A short view on our growth – it is a great story
All time highest level of reach +850.000 every week
Growth in active subscribers
Growth in digital traffic
Improving retention
Growth in revenue
Always looking for more digital people
Get in touch Hans-Christian Kock
Mail: kock@k.dk
linkedin.com/in/hckock
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