1. The Facebook Journey

2. Posts
The 3 main Facebook pillars
Apps Ads

3. Reach?
The 3 main Facebook KPI
Engagement Fans

4. A short NESCAFE Alegria story

5. Started with the most engaging posts

6. Increasing fan base

7. Change of posting theme / strategy

8. 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%
?

9. The short story
1st Post
- about books
2nd post
- about books
3rd post
– about movies
00
0100
0100
Fan base
Book lovers Movie lovers

10. Main KPIs evolution
reach
fans
interactions
reach rate
Engagement/reach

11. • 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:

12. Thank you!
adrian.pavelescu@outboxweb.ro