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De succesvolle strategie van Exact
Margot Jonker – Social Media Specialist Exact BeNeLux
ORGANISCHE SOCIAL MEDIA
© 2018 EXACT - ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT2
Introductie• Social Media @ Exact• Daling in organisch bereik• 3 manieren om succesvol je doelgroep te
bereiken• MAXivatie van onze social media
© 2015 EXACT
›Exact today
1,400Employees
500In technology
400,000+SMEs in
100+Countries rely on
Exact software
Financial and ERP software for SMEs and accountantsin the Benelux
Manufacturing Wholesale & Distribution
The majority of our customers are active in
Professional Services Accountancy
#1
1984Founded in The Netherlands
© 2018 EXACT
Social team Exact
Luuk Langens
Online Brand Specialist- Social media brand content
- ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT4
Margot Jonker
Boudewijn Pothoven
Content Manager Mid Market- Social media content Mid Market
Social Media Specialist- Social media Small Business & Accountancy content BeNeLux
© 2018 EXACT - ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT5
Social media performance
© 2018 EXACT
Exact op social media (NL)
- ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT6
• 145k impressies per maand• CTR 3%• Engagement rate: 3.7% (H1 – 2018)
• 110k impressies• Interactieratio: 7.8% (H1 – 2018)
• Bereik 45k per maand• CTR: 1.53%• Engagement rate 1.87% (H1 -2018)
© 2018 EXACT
Daling in organisch bereik - Facebook
- ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT7
0
2000
4000
6000
8000
10000
12000
14000
2016 2017 2018
Organisch bereik Facebook
0
1
2
3
4
2016 2017 2018
Engagement ratio
- 67%- 58%
Conclusie: we moesten op zoek naar een andere manier om onze doelgroep te bereiken…
© 2018 EXACT - ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT8
Content
© 2018 EXACT
Facebook content
9
Employee Desktop 1.90 K
2.07 K
Male User
Female User“
© 2018 EXACT - ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT10
EmployeesAmbassadors
© 2018 EXACT
Content van Exacters
- ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT11
© 2018 EXACT
Interne activatie
- ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT12
© 2018 EXACT - ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT13
PartnersAmbassadors
© 2018 EXACT
Content van Partners
- TITLE OF PRESENTATION14
© 2018 EXACT
Partner activatie
- ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT15
© 2018 EXACT - TITLE OF PRESENTATION16
Bereik je doelgroep via je doelgroep
Cloud Award Campagne
© 2018 EXACT
Cloud Award Content
- ORGANISCHE SOCIAL MEDIA – DE SUCCESVOLLE STRATEGIE VAN EXACT17
© 2018 EXACT
Groei in externe shares(2015-2017)
18
Exacters
Extern
67
42
52
+750%
Exact
29
58
83
135
231
357
© 2018 EXACT
Groei in bereik
19
2015 2016 2017
1.083.672
284.132 1.488.702
75 externe auteurs
10 externe auteurs 99 externe auteurs
© 2018 EXACT
Verhouding in bereik
20
50.5% Exact
2015 2016 2017
33.6% Exacters
15.9 % Extern 48.4% Extern
24.9% Exacters
26.7 % Exact
59.9% Extern
22.7% Exacters
17.4 % Exact
MAXivatie socialSponsorship
© 2018 EXACT
Max Verstappen
22
2015 2016 2017
Vragen?Margot Jonker
THANK YOU