1. 10 – 12 October 2011, Vienna, Reed Messe Wien
Media Port
Session: Cross-media Publishing Trends
Title: Tricks to animate a Facebook fan page, generate traffic and profiles
Speaker: Daniel Van Wylick, Editorial Director, Groupe Rossel, Belgium
Olivier Simonis, Partner, Qualifio, Belgium

2. powered
by
:
Tricks
to
animate
a
Facebook
fan
page
and
generate
traffic
and
profiles
September
2011
h;p://www.qualifio.com

3. Rossel
Group
Leading
newspaper
publisher
group
in
Belgium
and
France
:
3.400.000
readers
every
day

4. Rossel
Group
ETC…
One
of
the
leading
internet
publisher
:
13.000.000
unique
visitors
every
month

5. Rossel
Group
Use
of
Social
Networks
News
In
:
new
informaCon
tools
for
journalists
News
Out
:
new
editorial
markeCng
tool
for
editorial
teams,
community
managers
and
marketeers

6. Rossel
Group
Use
of
Facebook
40,000
fans
on
Le
Soir,
Le
Soir
Mag…

Growing
source
of
trafic
(see
next
slide)

A;ract
new
readers

Dialogue
with
readers
and
surfers

Development
of
new
verQcal
themaQcs
(techno,
style...)

7. Facebook
as
source
of
trafic
for
online
newspapers
=
twice
more
in
2011
than
2010.
In
average,
8%
of
trafic
of
top
online
European
newspapers
comes
from
Facebook

8. Our
challenges
Get
the
most
of
Facebook
fans
:
how
can
we
convert
them
into
surfers
and
readers
?
More
generally
:
-­‐
Increase
qualificaQon
of
our
audience
-­‐
Increase
number
of
registred
users
via
SSO
(single
sign
on)
-­‐
Develop
innovaQve
commercial
products
around
interacQon
and
lead
generaQon

9. How
has
Qualifio
helped
us
We
use
the
Qualifio
web
applicaQon
to
create
and
publish
a
whole
range
of
interacQons
with
surfers
and
fans
:
PUBLISH
-­‐
Quizzes
Facebook Fan pages
-­‐
Contests
-­‐
Polls
web site ou CMS
-­‐
QuesConnaires
-­‐
Surveys
-­‐
VoCngs
Dedicated mini sites
-­‐
Tests
-­‐
Etc.
Mobile and tablets sites

10. ObjecQves
Editorial
:
-­‐
Animate
our
sites
and
Fan
pages
-­‐
Create
original
content
and
interacQons
-­‐
Increase
trafic
and
page
views
MarkeQng:
-­‐
Rapatriate
Facebook
fans
into
our
own
databases
-­‐
Increase
trafic
and
page
views
-­‐
Increase
number
of
registered
profiles
and
opQns
-­‐
Increase
cross
trafic
and
cross
opQns
between
our
different
site
-­‐
Increase
surfers
and
readers
saQsfacQon
with
regular
saQsfacQon
surveys

11. ObjecQves
Commercial
Increase
turnover
by
easily
implemenQng
new
adverQsing
products
:
-­‐
Sponsored
contests
and
surveys
-­‐
CoregistraQon
(opQns
for
partners)
-­‐
Lead
collecQons

12. Case
studies

13. Cannes
Quizz
ParQcipants
4,620
New
Fans
Generated
2,300

14. PoliQcal
Poll
ParQcipants
15,918
Page
views
143,262
Results
published
in
the
newspaper

15. Musical
Quizz
ParQcipants
25,236
Page
views
580,428

16. PoliQcal
Quizz
ParQcipants
29,614
in
24h
Page
views
681,122
This
acQon
created
a
buzz
on
Twi;er
in
the
Belgian
media

17. Sponsored
Contest
ParQcipants
10,825
Revenues
6,500
EUR