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Zeynel El Glaoui, Digital Strategist chez Mindshare,

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Facebook Ads : un levier marketing à maîtriser
L'intervention en quelques mots :
Nous aborderons les différentes règles et bonnes pratiques pour une campagne réussie sur Facebook Ads.

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Zeynel El Glaoui, Digital Strategist chez Mindshare,

  1. 1. tuniseo.tn Facebook Ads : un levier marketing à maîtriser
  2. 2. #TUNISEOThe Hello Slide
  3. 3. #5Rank $56B
  4. 4. TUNISIA DIGITAL SNAPSHOT IN NUMBERS #TUNISEO
  5. 5. TUNISIA DIGITAL SNAPSHOT Source: INS, Facebook, Twitter, Instagram, LinkedIn, Deloitte TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS MOBILE INTERNET SUBSCRIBERS NUMBER OF SMARTPHONE 11,3 MILLION 5,8 MILLION +6M MILLION 6,3 MILLION 5,7 MILLION Urbanization: 66,8% Penetration: 52% (FB,IG, TWITTER, LINKEDIN) Penetration: 51% Penetration: 50,4%
  6. 6. FACEBOOK COUNTRY SNAPSHOT - TUNISIA 43% 12% 6.6 64.8 over MILLION ACTIVE USERS over MILLION MOBILE USERS over 0% 32% 32% 14% 6% 2% 2% AGES GENDER MALE FEMALE 42% 58% 89% OF TOTAL POPULATION OF TOTAL TUNISIAINTERNETUSERS 76% OF FACEBOOKUSERS ARE UNDER 35 YEARS OLD 65+ 55-64 45-54 35-44 25-34 18-24 13-17 Source: Facebook insights
  7. 7. INTRODUCTION TO POEM CONCEPT #TUNISEO
  8. 8. #TUNISEOPOEM PAID MEDIA OWNED MEDIA EARNED MEDIA Paid media will spark interest and ensure your owned content is discoverable Owned media drives engagement and understanding Earned media will build advocacy and favourability, loyalty and recommendation Driving ROI by increasing relevance and resonance of the Paid Media
  9. 9. #TUNISEOFACEBOOK ADVERTISING STRATEGY Paid Social Strategy Paid Strategy Digital Strategy Marketing Strategy Brand Strategy Business Strategy Facebook Advertising Strategy
  10. 10. PAID SOCIAL STRATEGY #TUNISEO
  11. 11. #TUNISEOFACEBOOK EVOLUTION
  12. 12. #TUNISEO FINDINGS ABOUT THE NEWS FEED 1500 Posts Average number of post eligible to appear in a user news feed per day 100k Indicators of importance The most powerful determinants of whether a post is shown in the feed • How popular (Liked, commented on, shared, clicked) are the post creator’s past posts with everyone • How popular is this post with everyone who has already seen it • How popular have the post creator’s past posts been with the viewer • Doe the type of post (status update, photo, video, link) match what types have been popular with the viewer in the past • How recently was the post published
  13. 13. #TUNISEOINCREMENTAL ALWAYS ON - REACH STRATEGY Not seeing Your Content Not seeing Your Content Edgerank Checker Study From feb-12 to march-2014
  14. 14. #TUNISEO Source: Socialbakers Own user panel, 900 users, Users with 10-1000 likes User Posts 71-76 % Pages Posts 24 -29 % Users & Page Posts 10%Promoted Posts INCREMENTAL ALWAYS ON - REACH STRATEGY
  15. 15. SOCIAL MEDIA HAS EVOLVED FROM BEING FAN AND COMMUNITY BUILDING PLATFORMS INTO HIGHLY POWERFUL PAID MEDIA CHANNELS CAPABLE OF DRIVING REAL BUSINESS RESULTS AT EVERY STAGE OF THE CUSTOMER JOURNEY.
  16. 16. #TUNISEO1- UNDERSTAND HOW AND WHERE SOCIAL MEDIA IS INFLUENCING YOUR CUSTOMER PATH TO PURCHASE. Relationship channels support engagement. Reach channels support Discovery Brands use reach channels to convey a compelling brand promise, paint an appealing brand image, and encourage audiences to learn more about their offerings. Depth channels support exploration and purchase. If the reach component of a campaign is successful, customers will then explore your products and services using channels that offer them greater depth of information. Customers use relationship channels to engage with brands to get more from the products and services they have purchased; share their experiences with other customers; and, as a result, build a stronger emotional bond with the brand. Source: Forrester Research, Inc.
  17. 17. #TUNISEO2- PLAN, MANAGE & OPTIMIZE – RACE MODEL Source: SMART INSIGHTS
  18. 18. #TUNISEOBRAND AWARENESS TELL YOUR STORY TO THE RIGHT PEOPLE Who you can reach Connect with the people who will love your business. • Core Audiences • Custom Audiences • Lookalike Audiences • What your advert will look like • Show people the things they're interested in to motivate them to learn more. 3,1% increase in guest count
  19. 19. #TUNISEOTARGETING : Creative targeting to move real people Location Target by country, region, postcode or even the area around your business. Demographics Choose the audiences that should see your adverts by age, gender, interests and even the languages they speak. Interests Choose from hundreds of categories such as music, films, sport, games, shopping and so much more to help you find just the right people for your brand and message. Behaviours Find your best customers based on shopping behaviour, the type of phone they use or if they’re looking to buy a car or house. Connections Reach the people who like your Page or your app— and reach their friends too. Connection Speed Reach people in low-bandwidth areas, ideal Source: Facebook - CROSS-BORDER BUSINESS HANDBOOK
  20. 20. #TUNISEOBRAND AWARENESS TELL YOUR STORY TO THE RIGHT PEOPLE Who you can reach Connect with the people who will love your business. • Core Audiences • Custom Audiences • Lookalike Audiences • What your advert will look like • Show people the things they're interested in to motivate them to learn more. 3,1% increase in guest count
  21. 21. #TUNISEOMORE WAYS TO REACH THE RIGHT PEOPLE Source: Facebook - CROSS-BORDER BUSINESS HANDBOOK Facebook Custom Audience Insert a list of email addresses and/or phone numbers in the Facebook backend Facebook Lookalike Audience Generate a pool of these and lookalike audiences who have similar interests to ensure relevant targeting
  22. 22. #TUNISEOMORE WAYS TO REACH THE RIGHT PEOPLE Source: Facebook - CROSS-BORDER BUSINESS HANDBOOK Implement a pixel Implement pixel on the website to record and retarget all users who visit the website or a particular page on site.
  23. 23. #TUNISEOBRAND AWARENESS TELL YOUR STORY TO THE RIGHT PEOPLE Where to show your advert • Expand your reach by choosing multiple places where people will see your advert. Facebook • Audience Network • Instagram • Ways to measure • Find out if your advertising campaign accomplished your goal. Adverts reporting • Brand lift 3,1% increase in guest count
  24. 24. #TUNISEOBRAND AWARENESS TELL YOUR STORY TO THE RIGHT PEOPLE What your advert will look like • Video adverts • Slideshow adverts • Photo adverts • Carousel • Link adverts • Canvas 3,1% increase in guest count
  25. 25. #TUNISEO"VIDEO-FIRST WORLD" Mark Zuckerberg during a 2016 investor’s call, “We see a world that is video-first with video at the heart of all our apps and services.”
  26. 26. #TUNISEO Source: Warc billion views On Facebook 2015 1 billion views On Facebook 2016 8 +800% "VIDEO-FIRST WORLD"
  27. 27. FOUR PIECES OF ADVICE FOR ONLINE VIDEO CREATIVE BY IAN CROCOMBE. REGIONAL HEAD OF CREATIVE SHOP AT FACEBOOK #TUNISEO
  28. 28. #TUNISEO 1. CAPTURE ATTENTION QUICKLY . Mobile users have a short attention span, so marketers are advised to have the creative grab attention from the start and convey a simple message within the first few seconds. % 18 - 24 77 % 65+ 10 “WHEN NOTHING IS OCCUPYING MY ATTENTION, THE FIRST THING I DO IS REACH FOR MY PHONE.” Source: Cisco Report
  29. 29. #TUNISEO 2. DESIGN FOR SOUND OFF 50% 80% of people have their mobile phones on silent of videos are played without sound.
  30. 30. #TUNISEO 3. FRAME THE VISUAL STORY Cut extra footage from existing TV ads, or traditional creative, to reinforce the brand's key message. Test different formats to find the best way to engage consumers in their mobile video feed.
  31. 31. #TUNISEO 4. EMPLOY DIFFERENT NARRATIVES FOR MOBILE VIDEO CONTENT. Heartbeat frequency Zigs & Zags Start with the end
  32. 32. EXCLUSIVE SOCIAL MEDIA DATA POINTS TO POWER YOUR 2017 STRATEGY Jan rezab – CEO Socialbakers #TUNISEO
  33. 33. #TUNISEO SOCIAL MEDIA DATA POINTS TO POWER YOUR 2017 STRATEGY
  34. 34. #TUNISEO SOCIAL MEDIA DATA POINTS TO POWER YOUR 2017 STRATEGY
  35. 35. #TUNISEO SOCIAL MEDIA DATA POINTS TO POWER YOUR 2017 STRATEGY
  36. 36. #TUNISEO SOCIAL MEDIA DATA POINTS TO POWER YOUR 2017 STRATEGY
  37. 37. Thank You tuniseo.tn

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