How we work with Facebook to boost our business

My passions

Subscription Sales Marketing Media Start-up Digital Consulting

Data, Data and data

CCO Kristeligt Dagblad

Our Path Forward, New York Times 7/10 -2015

”Our organization was built for the print era and must now be redesigned for the mobile era”

… and we could say the same

Front Page October 1st 1896

Our organization

• Aprox. 108 FTE

• More and more digital

• Data driven marketing

• Lead generation is a must

- Always in the lookout for more talents

Content driven

Our Strategy:

• To provide purpose in our readers’ lives

• We want to deliver content that you can’t get anywhere else

• Our content: history, life in the modern family, books, classic culture, 3rd world, beliefs, health, philosophy, life as a senior, politics, opinion and much more…

Prejudices

The truth:Our 40.000 subscribers

Our traditional marketing channels generates:

• less leads

• more expensive leads

• lower conversion rates

Our challenge: Find new ways to reach potential subscribers

Why Facebook

• 25% of all internet traffic is on Facebook

• 3.5 mill. of all Danes have a Facebook Account

• 2.5 mill. Danes uses Facebook every day

• In average 14 times a day

From marketingland.com

Using Facebook to reach new audiences

• Facebook prolong our acquisition funnel

• Our content is stronger than our brand

• Our brand gets stronger because of our content

Value is created when people read

Content is much stronger than traditional commercial

Content kills traditional marketing

We use our content for commercial purposes and to expand our business

We embrace Facebook

• Possibility of depth segmentation include gender, age, interests, education, geography, etc.

• High ROI on traffic campaigns (leads, advertising etc.)

Segmentation +80 different Target Groups

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Development in net-traffic - k.dk

Kilde: Unique Visitors,Gemius

+ 63 percent

Today we are a top 25 site in Denmark

How do we use the traffic?

• We measure which content is best for lead generation

- it´s not a job for an Editor or a Journalist

- it´s a job for a data specialist

Our homepage is much more than content

It´s e-commerce

• You can messure whats best for your content – it´s not a job for an Editor or an Journalist

Retargeting

Our site as a Lead Generator

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Leads from k.dk – accumulated 2014 vs. 2015

20142015

+ 342 percent

19.000 trials in 2015

Not without problems

• Organic reach has decreased

• Time demanding

• Prices is going up – FAST

• The Facebook Algorithm - changes

A short view on our growth – it is a great story

All time highest level of reach +850.000 every week

Growth in active subscribers

Growth in digital traffic

Improving retention

Growth in revenue

Always looking for more digital people

Get in touch Hans-Christian Kock

Mail: kock@k.dk

linkedin.com/in/hckock