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