10_ 12 October 2011, Vienna, Reed Messe Wien

Session: Cross-media Publishing TrendsTitle: Tricks to animate a Facebook fan page, generate traffic and profilesSpeaker: Daniel Van Wylick, Editorial Director, Groupe Rossel, BelgiumOlivier Simonis, Partner, Qualifio, Belgium

Media Port

Tricks to animate a Facebook fan page and generate trac and proles

September 2011

powered by :

h;p://www.qualio.com

Rossel Group

Leading newspaper publisher group in Belgium and France : 3.400.000 readers every day

Rossel Group

One of the leading internet publisher : 13.000.000 unique visitors every month

ETC

Rossel Group

Use of Social Networks

News In : new informaCon tools for journalists

News Out : new editorial markeCng tool for editorial teams, community managers and marketeers

Rossel Group

40,000 fans on Le Soir, Le Soir Mag

Growing source of trac (see next slide) A;ract new readers Dialogue with readers and surfers Development of new verQcal themaQcs (techno, style...)

Use of Facebook

Facebook as source of trac for online newspapers = twice more in 2011 than 2010.

In average, 8% of trac of top online European newspapers comes from Facebook

Our challenges

Get the most of Facebook fans : how can we convert them into surfers and readers ?

More generally : - Increase qualicaQon of our audience - Increase number of registred users via SSO (single sign on) - Develop innovaQve commercial products around interacQon and lead generaQon

How has Qualio helped us

We use the Qualio web applicaQon to create and publish a whole range of interacQons with surfers and fans :

Facebook Fan pages

web site ou CMS

Dedicated mini sites

Mobile and tablets sites

PUBLISH - Quizzes - Contests - Polls - QuesConnaires - Surveys - VoCngs - Tests - Etc.

ObjecQves

Editorial : - Animate our sites and Fan pages - Create original content and interacQons - Increase trac and page views

MarkeQng: - Rapatriate Facebook fans into our own databases - Increase trac and page views - Increase number of registered proles and opQns - Increase cross trac and cross opQns between our dierent site - Increase surfers and readers saQsfacQon with regular saQsfacQon surveys

ObjecQves

Commercial

Increase turnover by easily implemenQng new adverQsing products :

- Sponsored contests and surveys - CoregistraQon (opQns for partners) - Lead collecQons

Case studies

Cannes Quizz

ParQcipants 4,620

New Fans Generated 2,300

PoliQcal Poll

ParQcipants 15,918

Page views 143,262

Results published in the newspaper

Musical Quizz

ParQcipants 25,236

Page views 580,428

PoliQcal Quizz

ParQcipants 29,614 in 24h

Page views 681,122

This acQon created a buzz on Twi;er in the Belgian media

Sponsored Contest

ParQcipants 10,825

Revenues 6,500 EUR

Cover_66 WAN IFRA Vienna - Van Wylick - Rossel