The Facebook Journey

Posts

The 3 main Facebook pillars

Apps Ads

Reach?

The 3 main Facebook KPI

Engagement Fans

A short NESCAFE Alegria story

Started with the most engaging posts

Increasing fan base

Change of posting theme / strategy

What’s the reach?

Row Labels Interactiuni Total Fans Reach Reach % Eng pe fani Eng pe reach

1. 2012_Feb 69 30,837 13,444 44% 0.23% 1.04%

2. 2012_Mar 87 41,397 5,000 12% 0.21% 1.75%

3. 2012_Apr 72 41,738 5,000 12% 0.17% 1.43%

4. 2012_May 30 41,946 5,000 12% 0.07% 0.60%

5. 2012_Jun 21 42,027 6,726 16% 0.05% 0.33%

6. 2012_Jul 13 42,059 7,852 19% 0.03% 0.17%

7. 2012_Aug 44 42,091 6,805 16% 0.10% 0.69%

8. 2012_Sep 53 42,514 5,543 13% 0.12% 0.89%

9. 2012_Oct 40 43,910 4,096 9% 0.09% 0.87%

10. 2012_Nov 47 45,780 3,491 8% 0.10% 1.22%

11. 2012_Dec 58 47,031 2,773 6% 0.12% 1.71%

12. 2012_Jan 40 47,740 2,054 4% 0.08% 1.99%

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The short story

1st Post - about books

2nd post - about books

3rd post – about movies

00

0100

0100

Fan base

Book lovers Movie lovers

Main KPIs evolution

reach

fans

interactions

reach rate

Engagement/reach

• Don’t change posting theme without a promoted posts campaign

• It’s recommended to have a permanent Ads campaign to get new people within your fan base and reach group

• The starting posting theme is of most importance

• Don’t use a single communication pillar – try a multiple segment approach.

We’ve learned about Facebook:

Thank you!

adrian.pavelescu@outboxweb.ro