Data driven marketing on Facebook

Presented at Social Media Week Bangalore.

Transcript

1. DATA DRIVEN MARKETING ON FACEBOOK
2. @EMILIEN TECHNICAL HEAD KRDS BANGALORE
3. @KRDS LEADING SOCIAL MEDIA AGENCY IN EUROPE AND ASIA 150 EMPLOYEES CLIENTS IN 70 COUNTRIES 7 OFFICES
4. TRADITIONAL MEDIA MEDIA PEOPLE FOCUS GROUP BRAINSTORMING @ AD AGENCY IMPACT STUDY COPY TESTING COPYWRITING PRODUCTION POLLS ROI MEASUREMENT
5. EDITORIAL PEOPLE CREATE ADS COUNT LIKES SOCIAL MEDIA
6. IRRATIONAL
7. 1.23B ACTIVE PEOPLE
8. 1.23B ACTIVE PEOPLE 13.2M AUTO INTENDERS 24.1M HEAVY BUYERS OF CARBONATED BEVERAGES 56M PEOPLE WITH 2+ YEAR OLD PHONE
9. FACEBOOK IS NOT SOCIAL MEDIA.
10. ERA OF DATA
11. CONTENT AUDIENCE MEASUREMENT
12. AUDIENCE
13. PER-SO-NA /pəˈsəʊnə/ Fictional character created to represent the different user types within a targeted demographic, attitude and/or behaviour set that might use a site, brand or product in a similar way.
14. IS A RETAILER WITH A CHAIN OF CLOTHING STORES
15. LOYALTY CARD MRS. RUCHI THAREJA INFO NAME PHONE EMAIL
16. NAME PHONE EMAIL LTY CARD RS. RUCHI THAREJA INFO DATA PURCHASES BEHAVIOUR LOYALTY
17. CUSTOM AUDIENCES
18. LUCAS.CASTEL@YAHOO.FR +91 8939 289 924 LUCAS CASTEL NGROSSEMY@YAHOO.COM +91 3768 389 920 NICOLAS GROSSEMY MARIEQ@IAMCORPORATE.COM +91 8737 939 200 MARIE QUINQUIS BEBA334@AOL.COM +91 3889 929 018 BEBA CASTELLAN NATIEROCKS@YANDEX.RU +91 2878 289 208 NATALIA KARAMOVA BANERJEEN@GMAIL.COM +91 3901 100 200 NIKI BANERJEE BRUNAMAZING@GMAIL.COM +91 3677 827 929 BRUNA MUNIZ JONI@CHZ-NAN.FR +91 8409 029 930 CHZ NAN “PULL OUT THE LIST OF MY CUSTOMERS
 WHO HAVE PURCHASED A LEVI’S JEAN 6 MONTHS BACK”
20. I WANT TO REACH NEW CUSTOMERS.
21. LOOKALIKE AUDIENCE
22. LUCAS.CASTEL@YAHOO.FR +91 8939 289 924 LUCAS CASTEL BEBA334@AOL.COM +91 3889 929 018 BEBA CASTELLAN NATIEROCKS@YANDEX.RU +91 2878 289 208 NATALIA KARAMOVA BANERJEEN@GMAIL.COM +91 3901 100 200 NIKI BANERJEE BRUNAMAZING@GMAIL.COM +91 3677 827 929 BRUNA MUNIZ GEORGE@CLASSINT.COM +91 2890 983 738 GEORGES ABITBOL SIMILAR CONSUMER SIMILAR CONSUMER SIMILAR CONSUMER SIMILAR CONSUMER SIMILAR CONSUMER SIMILAR CONSUMER SIMILAR CONSUMER SIMILAR CONSUMER SIMILAR CONSUMER SIMILAR CONSUMER SIMILAR CONSUMER
23. TOP 1% PEOPLE OF A COUNTRY THAT ARE MOST SIMILAR TO THE
 CUSTOM AUDIENCE.
24. I WANT TO REACH OTHER CONSUMERS.
25. PARTNER CATEGORIES
26. FACEBOOK + DATA PROVIDERS
27. PURCHASES CAR BUYING HOME BUYING LOYALTY CARDS MULTIPLE SOURCES AND MORE…
28. BEVERAGE BUYERS LOW END DEPT STORE BUYERS FOODIES SEGMENTS FROZEN FOOD BUYER CAT OWNER NEWLY ENGAGED 4 PEOPLE AT HOME AUDI CAR OWNER
29. $1 SPENT = $25 EARNED TRAVEL COMPANY http://www.marketwired.com/press-release/adparlor-and-travel-company-achieve-25x-roi-with-facebook-ads-using-custom-audiences-1713464.htm EMAIL DATABASE OF GUESTS WHO HAVE
 PREVIOUSLY STAYED AT ONE OF THEIR HOTEL PROMOTION FOR THE HOTEL DATA AD
30. CONTENT
31. COPYWRITING /ˈkɒpiˌɹaɪtin/ Writing text for the purpose of advertising or marketing. The copy is meant to persuade someone to buy a product, or influence their beliefs.
33. FACEBOOK EXCHANGE
34. AN USER COMES TO FACEBOOK. FACEBOOK CONTACTS ADVERTISERS, PROVIDING THEM WITH PAGES VISITED BY THE USER ON THEIR WEBSITE. FACEBOOK CHOOSES THE ADVERTISER WITH THE GREATEST BID. ADVERTISERS PROVIDE AN AD COPY + CREATIVE
 ALONG WITH A BID. AD IS SHOWN TO THE USER.
35. MILLISECONDS 120
36. 1 USER = 1 AD
37. ON SALE ON SALE ON SALE ON SALE ON SALE
38. NO WAY
39. FEEDIZR A WORLD PREMIERE AWARDED AT FACEBOOK INNOVATION COMPETITION
40. ON SALE ON SALE ON SALE ON SALE ON SALE
41. ON SALE ON SALE ON SALE ON SALE ON SALE GET 50% OFF THIS JERSEY SWEATSHIRT NOW! USD 49.90 - FREE SHIPPING. CHECK OUT THIS JACQUARD SWEATSHIRT ON SALE NOW! 49.90 USD ONLY. JACQUARD HOODIE IN SALE? YOU BET! USD 59.90. CHECK THIS OUT! A SWEATSHIRT FOR THIS AUTUMN? IT’S ON SALE NOW ON OUR ONLINE SHOP. CRAZY SALES. LOOK LIKE A SAILOR. GET THIS SWEATSHIRT NOW FOR 39.90 USD!
43. TARGETING THE RIGHT PERSON AT THE RIGHT MOMENT WITH THE RIGHT MESSAGE RIGHTVERTISING
44. http://www.adparlor.com/fr/groupon.php EACH NEW DEAL PUBLISHED ON GROUPON IS INSTANTLY ADVERTISED ON FACEBOOK. 100,000 ADS CREATED TENS OF BILLIONS OF IMPRESSIONS MILLIONS OF SUBSCRIPTIONS
45. MEASUREMENT
46. GRP /ʤiærpi/ Measure impressions in relation to the number of people in the audience for an advertising campaign. GRPs (%) = Reach (%) × Average frequency
47. GRP
48. NIELSEN
49. CONVERSION PIXEL
50. CHECKOUT REGISTRATION LEAD ADD TO CART KEY PAGE VIEW TRACKS USERS REACHING A CONVERSION PAGE
51. WHY? ADJUST THE DISTRIBUTION OF YOUR ADS BASED ON YOUR OBJECTIVES.
52. I WANT TO TRACK PEOPLE IN REAL WORLD.
53. SOON…
54. THANK YOU @EMILIEN SMW@EMILIEN.CO