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It‘s all about fans                  Fans finden, gewinnen, binden"Vortrag von Jonny Jelinek für Digitalks @ E-Day 2011   ...
Jonny Jelinek hat…    2001 bei EMI Music im Online Marketing begonnen    drei Jahre als Portalmanager für musicchannel.a...
Wir wollen was auf Facebook machen!WARUM?               webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www....
Die schlechtesten Antworten•   Um dabei zu sein•   Weils alle machen•   Um einen weiteren Kanal zu haben, über den wir uns...
Die beste Antwort•   Um einen aktiven Dialog mit unserer Zielgruppe zu führen                                webfeuer © 20...
Was braucht eine Facebook-Seite?   Strategie   Ziele   Fans                webfeuer © 2011 | Jonny Jelinek | jonny.jeli...
Gründe für „Gefällt mir“•   40% um Vergünstigungen zu    bekommen•   39% um Support für ein    Unternehmen/eine Marke    z...
Wie gewinnt man Fans?   Welcome-Tab   Inhalt/Postings mit Mehrwert   Interaktion   Polls, Quizzes, Gewinnspiele   Fac...
Welcome-Tab: Beispiele                webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
Vorteile eines Welcome-Tabs•   Dient als Startseite•   Schafft ein professionelles Erscheinungsbild•   Motiviert Besucher ...
Inhalt: Postings mit Mehrwert   Interessant       Dialogorientiert   Kreativ           Auf Augenhöhe   Informativ    ...
Gründe für „Gefällt mir nicht mehr“•   43% wegen zu viel    Marketing-/Werbe-Postings•   24% wegen zu    „promotionhaften“...
Der EdgeRankOb ein Posting in den Hauptmeldungen landet und dadurch eine hohe Sichtbarkeitbekommt, wird durch den EdgeRank...
Polls, Quizzes & GewinnspielePolls & Quizzes (z.B. „Fan Appz“)   Gewinnspiele – Applikation                               ...
Facebook auf der eigenen Website•   Like-Button•   Like-Box•   Comment-Box•   Facebook Connect                       webfe...
Die Facebook-Seite zum Vortrag„It‘s all about fans“ auf Facebook mit Infos zum Thema:www.facebook.com/ItsAllAboutFans     ...
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Facebook: It's all about fans

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"It's all about fans": Fans finden, gewinnen, binden" mit Fokus auf Facebook Fanseiten & Facebook Anwendungen, erfolgreiche Kampagnen. Wie verbinde ich Facebook mit meinen weiteren Webauftritten: Facebook Like Button, Facebook Connect
Jonny Jelinek, webfeuer

Veröffentlicht in: Business, Technologie
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Facebook: It's all about fans

  1. 1. It‘s all about fans Fans finden, gewinnen, binden"Vortrag von Jonny Jelinek für Digitalks @ E-Day 2011 webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  2. 2. Jonny Jelinek hat…  2001 bei EMI Music im Online Marketing begonnen  drei Jahre als Portalmanager für musicchannel.at verantwortlich  bei T-online.at als Produktmanager ein Web 2.0 Portal betreut  Den Diplomlehrgang für Online Marketing auf der Werbeakademie Wien absolviert  im Sommer 2010 zusammen mit seinem Bruder Mag. Florian Bauer webfeuer gegründet webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  3. 3. Wir wollen was auf Facebook machen!WARUM? webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  4. 4. Die schlechtesten Antworten• Um dabei zu sein• Weils alle machen• Um einen weiteren Kanal zu haben, über den wir unsere Pressemeldungen/Werbung verbreiten können. webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  5. 5. Die beste Antwort• Um einen aktiven Dialog mit unserer Zielgruppe zu führen webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  6. 6. Was braucht eine Facebook-Seite? Strategie Ziele Fans webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  7. 7. Gründe für „Gefällt mir“• 40% um Vergünstigungen zu bekommen• 39% um Support für ein Unternehmen/eine Marke zu zeigen• 36% um gratis Goodies zu bekommen• 29% um unterhalten zu werdenQuelle: http://www.exacttarget.com webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  8. 8. Wie gewinnt man Fans? Welcome-Tab Inhalt/Postings mit Mehrwert Interaktion Polls, Quizzes, Gewinnspiele Facebook-Werbung FB-Seite kommunizieren webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  9. 9. Welcome-Tab: Beispiele webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  10. 10. Vorteile eines Welcome-Tabs• Dient als Startseite• Schafft ein professionelles Erscheinungsbild• Motiviert Besucher auf „Gefällt mir“ zu klicken• Enthält Informationen zum Unternehmen• Platz für Eigenwerbung• Kann erste Interaktionen erzeugen webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  11. 11. Inhalt: Postings mit Mehrwert Interessant  Dialogorientiert Kreativ  Auf Augenhöhe Informativ  Multimedial So NICHT: webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  12. 12. Gründe für „Gefällt mir nicht mehr“• 43% wegen zu viel Marketing-/Werbe-Postings• 24% wegen zu „promotionhaften“ Postings• 44% wegen zu vielen PostingsQuelle: http://www.penn-olson.com/2011/02/15/facebook-marketing/ webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  13. 13. Der EdgeRankOb ein Posting in den Hauptmeldungen landet und dadurch eine hohe Sichtbarkeitbekommt, wird durch den EdgeRank ermittelt.Einige Faktoren, die den EdgeRank beeinflussen: Das Beziehung des Users zur Facebook-Seite – wie oft besucht er diese Seite und wie oft finden mit Postings der Interaktionen statt Die gesamte Interaktion mit dem Posting (Likes, Comments) Gewichtung der Beiträge – Ein Beitrag der beispielsweise einen Link enthalten, der häufig angeklickt wird, erhält eine höhere Gewichtung. webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  14. 14. Polls, Quizzes & GewinnspielePolls & Quizzes (z.B. „Fan Appz“) Gewinnspiele – Applikation webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  15. 15. Facebook auf der eigenen Website• Like-Button• Like-Box• Comment-Box• Facebook Connect webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at
  16. 16. Die Facebook-Seite zum Vortrag„It‘s all about fans“ auf Facebook mit Infos zum Thema:www.facebook.com/ItsAllAboutFans webfeuer © 2011 | Jonny Jelinek | jonny.jelinek@webfeuer.at | www.webfeuer.at

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