FACEBOOK CUSTOM AUDIENCE INTEGRATE CON CONTACTLAB:  massimizzare le performance delle comunicazioni ai clienti. Nel webinar è stato approfondito l'utilizzo delle Facebook Custom Audience in sinergia con le attività di customer engagement. Special Guest: Paolo Picazio Manager, Partner and Ecosystem Development SEMEA di Facebook

1. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
FACEBOOK CUSTOM AUDIENCE INTEGRATE CON CONTACTLAB:
massimizzare le performance nelle comunicazioni ai clienti

2. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
WELCOME
Lisa Molteni, Digital Strategist

3. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
DI COSA PARLEREMO OGGI?
• Learn: cosa sono le Custom Audience e come
utilizzarle attraverso le best practice di mercato
• Experience: una dimostrazione pratica di utilizzo delle
Custom Audience dalla piattaforma di ContactLab
• Ask: Q&A session con gli esperti di Facebook e
ContactLab

4. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

5. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

6. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

7. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

8. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

9. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

10. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

11. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

12. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

13. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

14. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

15. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

16. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

17. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
COSA SONO LE CUSTOM AUDIENCE E COME UTILIZZARLE

18. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
LA CUSTOMER JOURNEY DI OGNI INDIVIDUO È COMPLESSA E NON LINEARE
ECOMMERCESMS
CUSTOMER CARE
WEBSITEEMAIL
STORE
SOCIAL

19. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
QUINDI LA STRATEGIA DI CONTATTO DEVE ESSERE MULTI-CANALE
EMAIL PUSH NOTIFICATIONS SMS ADV VIA CUSTOM AUDIENCE

20. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
OGGI CI CONCENTRIAMO SULLE FACEBOOK CUSTOM AUDIENCE
Una delle modalità di targeting di Facebook che consente di includere o
escludere, dalle campagne Facebook ADV, un segmento di utenti presenti
nel database utenti di un inserzionista.
ADV VIACUSTOM AUDIENCE

21. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Utenti in
database
PER ESPLORARE LE POTENZIALITÀ DI TARGETIZZARE GLI UTENTI IN DATABASE
PRESENTI ANCHE SU FACEBOOK
Utenti
Facebook
3 modalità
Campagne di inclusione Campagne di esclusione Campagne look alike

22. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
COMINCIANDO DAGLI OBIETTIVI
• Massimizzare le performance di una campagna
• Incentivare l’acquisto di un prodotto/servizio
• Promuovere prodotti e servizi a chi ha effettuato un
acquisto
• Creare un dialogo con gli utenti meno attivi su un
canale diverso
• Acquisire nuovi utenti in database
• Massimizzare la copertura delle campagne
• Ampliare la visibilità del brand
DEMAND
GENERATION
AWARENESS
CONVERSIONI - VENDITA
UP-SELL / CROSS-SELL
ENGAGEMENT
CRESCITA DATABASE
BRANDING / VISIBILITÀ

23. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
COME FUNZIONANO IN PRATICA LE CUSTOM AUDIENCE?
Attraverso l’integrazione con Facebook, la piattaforma ContactLab è in
grado di creare custom audience partendo dai dati presenti in un
database utenti ContactLab (o porzione del database).
Dati di contatto utilizzabili:
• indirizzi e-mail
• numeri di telefono cellulare
Create Match Use
match
look-alike audiences
your email database inclusion/exclusion targeting
sasha.mclean@email.com
john.smith@email.com
natalie.jones@email.com
mike.burns@email.com
stephanie.cole@email.com

24. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
QUALI BENEFICI PER CHI UTILIZZA LA DIGITAL MESSAGING SUITE DI CONTACTLAB?
Con un solo click, direttamente dalla piattaforma è possibile importare i contatti in Facebook
Gestione in completa sicurezza
I database con i contatti sono protetti e mantenuti
isolati.
Lo scambio dei dati tra la piattaforma e Facebook
avviene utilizzando degli hash in modo da non
inviare nessun dato personale degli utenti.
Da una interfaccia
Dalla piattaforma ContactLab è possibile:
• Selezionare dalla piattaforma il database o un
cluster
• Creare la Custom Audience e visualizzare la
numerosità degli utenti presenti su Facebook
• Esportare la Custom Audience nel profilo
Advert Manager in Facebook

25. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
LA CUSTOMER BASE, IL NOSTRO PUNTO DI PARTENZA
Per individuare segmenti da usare per creare una custom audience:
…basata su:
• i dati anagrafici
• le preferenze
• il comportamento d’acquisto
• l’interazione con il canale email

26. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
SEGMENTI PER UNA CUSTOM AUDIENCE: ESEMPIO LIVELLO ENGAGEMENT
8 segmenti definiti in base a:
recenza della registrazione
recenza di contatto
livello di attività (open, click)
ALTOBASSONULL
NULL
BASSO
ALTO
ALTO BASSO
ENGAGED
DISENGAGEDDORMANT
FRESH
INTERESTED
INACTIVE
INACTIVE NEW
Activity
Recency
OFF
Contact recency
2 3
5
1
4
6 7
8
recenza dell’attività

27. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ANALISI DEI RISULTATI: I KPIs PRINCIPALI
Open Rate
ClickTOR
Click rate
Views
Clicks
Interaction with post
(likes, shares, follows…)
N. Conversioni
N. ordini
Revenue generate
N. Nuovi utenti
% crescita database
Emails
Facebook Ads
Core Cross

28. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
La composizione della tua audience
su Facebook e rispetto alla
popolazione Facebook
La attività del tuo audience
su Facebook e rispetto alla
popolazione Facebook
Le pagine preferite e i loro interessi
ANALISI DEI RISULTATI: INFORMAZIONI SULLA CUSTOM AUDIENCE
1 2 3

29. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
FACCIAMO QUALCHE ESEMPIO PRATICO

30. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
#1 AUMENTARE LE PERFORMANCE DI UNA CAMPAGNA
EMAIL+ PUSH LA STRATEGIA
EMAIL + PUSH NOTIFICATIONS La strategia
Campagne di inclusione:
• sui non opener
• su opener non clicker
KPI
• Open rate
• Click rate
• Views
• Conversioni
ADV VIA CUSTOM AUDIENCE

31. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
#2 PROMUOVERE NUOVI SERVIZI AMPLIANDO IL TARGET AUDIENCE
EMAIL+ PUSH LA STRATEGIA
ADV VIA CUSTOM AUDIENCE La strategia
Campagne di inclusione + look
alike:
• su chi ha partecipato a Send
nella breakout «Give your
Customer Relevance»
• su utenti con le stesse
caratteristiche del cluster DB
KPI
• Utenti registrati
EMAIL

32. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
#3 AMPLIARE LA CUSTOMER BASE
EMAIL+ PUSH LA STRATEGIAADV VIA CUSTOM AUDIENCE
La strategia
Campagne di inclusione e look-
alike:
• partendo dal segmento di
utenti destinatari della
newsletter
KPI
• Nuovi utenti che hanno
compilato il form
NEWSLETTER

33. This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 33
GRAZIE
SEGUICI
Lisa Molteni, Digital Strategist
lisa.molteni@contactlab.com
www.contactlab.com
Giorgio Cantoni, Head of Customer Service
giorgio.cantoni@contactlab.com