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Facebook
marketing
v roce 2014
Barcamp Ostrava 2013
Organic reach in Newsfeed – prosinec
2013

•Snižujeme dosah příspěvků
stránek
•Nakupujte reklamu
Organic reach in Newsfeed – prosinec
2013

•We expect organic distribution
of an individual page’s posts to
gradually decline over time as
we continually work to make
sure people have a meaningful
experience on the site.
Organic reach in Newsfeed – prosinec
2013
• 1500 příběhů / den
• 300 zobrazeno
Organic reach in Newsfeed – prosinec
2013
Organic reach in Newsfeed – prosinec
2013
•239 příběhů od přátel ( 64,1%)
•106 organických příběhů od stránek
(28,4%)
•25 placených příběhů stránek (6,7%)
•3 příběhy ze seznamů (0,8%)
Organic reach in Newsfeed – prosinec
2013

Facebook
“somehow” knows
what I like.
Organic reach in Newsfeed – prosinec
2013
• Mashable – 16
• TechCrunch – 15
• The Onion – 10
• Green Bay Packers – 7
• Post Planner – 5
• AllFacebook.com – 4
• NFL – 4
Organic reach in Newsfeed – prosinec
2013

Be awesome
Organic reach in Newsfeed – prosinec
2013

Facebook is not
for free. You have
to pay to play.
Nebo buďte skvělí a plaťte
#vetrovkanaslidu
Sledujete nerelevantní metriky!

•Počet fanoušků
•Dosah
•Počet lajků
•Počet komentářů
Počet fanoušků
Dosah
Lajky a komentáře u příspěvků
Klikni na lajk pokud je sobota
Jaké metriky budete sledovat?

•Objednávky
•Návštěvnost
•Nové emaily
•Leady
•Mikro konverze
Neposlouchejte rady odborníků

•Vkládejte příspěvky 3x denně
•Fotky jsou nejlepší
•Tohle mi funguje – bude i tobě
•Čím víc fanoušků, tím lépe
Testujte a
měřte
Plán na rok 2014?
1. Zhodnocení roku 2013

•Google Analytics
•Facebook Insights
•Post level export
...
2. Nastavte si SMART cíle

•Specific
•Measurable
•Attainable
•Relevant
•Time bound
3. Inspirujte se u konkurence

•Co se jim povedlo?
•Co naopak nemá smysl?
•Tip na nástroj: Sharegrab
4. Vytvořte si kalendář

•Svátky
•Plánované kampaně
•Zajímavé události roku
(ZOH, MS Fotbal)
•Tip: Google Docs šablona (editorial
calendar)
5. Nastavte si KPI a způsoby
vyhodnocování

•UTM parametry
•Zkracovače (nejlépe na vlastní doméně)
•Atribuční modely
@davidlorinc
www.davidlorincz.cz
z

Děkuji.

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Facebook marketing v roce 2014 - Barcamp Ostrava 2013