Ako sme pripravili najlepsiu turecku pochutku

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Ako sme pripravovali tender pre Generali Sigorta (turecko). Vitazna ponuka pre online marketingove riesenie, ktore bude zastresene spolocnostou B2B GROUP

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  • PPC, SEO, RTB, SOCIAL
  • Kedze sme boli prizvany do vyberka pre Turecko, museli sme sa rozhodnut, ake jedlo im ponukneme, resp. pripravime.
    Muselo to byt samozrejme ich narodne jedlo.
    Rozhodovali sme sa teda medzi narodnymi:
    Baklava? Kofte? Kebap? (obrazky s tymito jedlami)
    Najprv sme teda museli zistit aka je situacia na trhu
  • Na zaklade prieskumu trhu sme zistili, co su potreby klientov/ludi.
    Zistili sme, ze z tychto spominanych jedal vyberieme kebap.
    Ale kebabov je vela druhov. Museli sme ponuknut taky, ktory bude pre vsetkych, cize pokryje co najvacsiu populaciu a museli sme zvoli ako ho spravit, aby bol co najchutnejsi.
    How to become online leader.
  • Add graphs directly – normal charts
  • 1. Google's Display Network reaches 80% of CZ population wherever they are across the internet. [learn more]
  • 1. Google's Display Network reaches 80% of CZ population wherever they are across the internet. [learn more]
  • Success with Dynamic
  • People are in a shopping state of mind when they’re on Facebook
    In this November 2012 internal marketing study of US Facebook users, over 50% say friends’ recommendations are important when making online purchases, 42% sought help from friends to choose between different products, and 36% sought help from friends on ideas of what to purchase
    People use Facebook as a key factor in purchase decisions, so it only makes sense for your brand to be in the news feed and part of the experience, right alongside where this social discovery is happening
    If you think about a click as the product of lots of channels, interactions and exposure on the customer’s path to purchase, we may be the seed that plants the idea, we may be the link that drives them offsite, or we may be both
  • Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013.
    **Please do NOT modify or change any stats in the Country Snapshot. They will be updated on a quarterly basis with approved numbers.**
  • We have a variety of ad formats that drive performance
     
    The domain ad is the most basic of our ad units and has traditionally been the ad unit of choice for performance marketing because of its simplicity and ease of use
    However, domain ads are not eligible for news feed and are more limited in creative flexibility
     
    Photo and link Page post ads are multi-purpose ad formats that work across objectives and verticals – and are designed for news feed
     
    We also have Offers and mobile app install ads – these are more tailored ad units for specific objectives
    The take-away from this section is that if you’ve been doing domain ads, we encourage you to check out these Facebook ad units – because they’re performing really well
  • Pek cogunuzun elinde CRM amacli musteri datasi oldugunu biliyoruz.
    Custom Audience reklam modeli, sizlerin offline olarak iletisimde oldugunuz musterilere Facebook uzerinden online olarak da erismenizi saglayan bir reklam modeli. Elinizdeki e-mail adresi veya telefon veya facebook id bilgisi olan musterileri FB uzerinde eslestirebilir ve sadece bu kitleye ozel iletisim planlari olusturabilirsiniz.
    Data guvenligi online bankacilikta kullanilan sistem ile korunmakta ve Facebooktaki datanin gercek kisi bilgilerinden olsutugunu dusunursek cok yuksek oranda tutarli eslesmeler yapabilirsiniz.
    Bu sureci 3.partiler – data partnerleri uzerinden de yonetebilirsiniz.
  • Pek cogunuzun elinde CRM amacli musteri datasi oldugunu biliyoruz.
    Custom Audience reklam modeli, sizlerin offline olarak iletisimde oldugunuz musterilere Facebook uzerinden online olarak da erismenizi saglayan bir reklam modeli. Elinizdeki e-mail adresi veya telefon veya facebook id bilgisi olan musterileri FB uzerinde eslestirebilir ve sadece bu kitleye ozel iletisim planlari olusturabilirsiniz.
    Data guvenligi online bankacilikta kullanilan sistem ile korunmakta ve Facebooktaki datanin gercek kisi bilgilerinden olsutugunu dusunursek cok yuksek oranda tutarli eslesmeler yapabilirsiniz.
    Bu sureci 3.partiler – data partnerleri uzerinden de yonetebilirsiniz.
  • Lookalike Audiences: Ayni sekilde yarattiginiz CA datasindaki kisilerin Facebok un sofistike modelleme yontemiyle benzerlerini bularak potansiyel musterilerle iletisim kurabilir ve reklamlarla bu kisileri hedefleyebilirsiniz.  Bu sayede hedef kitlenizi daha da buyutebilirsiniz.
  • Pek cogunuzun elinde CRM amacli musteri datasi oldugunu biliyoruz.
    Custom Audience reklam modeli, sizlerin offline olarak iletisimde oldugunuz musterilere Facebook uzerinden online olarak da erismenizi saglayan bir reklam modeli. Elinizdeki e-mail adresi veya telefon veya facebook id bilgisi olan musterileri FB uzerinde eslestirebilir ve sadece bu kitleye ozel iletisim planlari olusturabilirsiniz.
    Data guvenligi online bankacilikta kullanilan sistem ile korunmakta ve Facebooktaki datanin gercek kisi bilgilerinden olsutugunu dusunursek cok yuksek oranda tutarli eslesmeler yapabilirsiniz.
    Bu sureci 3.partiler – data partnerleri uzerinden de yonetebilirsiniz.
  • Pek cogunuzun elinde CRM amacli musteri datasi oldugunu biliyoruz.
    Custom Audience reklam modeli, sizlerin offline olarak iletisimde oldugunuz musterilere Facebook uzerinden online olarak da erismenizi saglayan bir reklam modeli. Elinizdeki e-mail adresi veya telefon veya facebook id bilgisi olan musterileri FB uzerinde eslestirebilir ve sadece bu kitleye ozel iletisim planlari olusturabilirsiniz.
    Data guvenligi online bankacilikta kullanilan sistem ile korunmakta ve Facebooktaki datanin gercek kisi bilgilerinden olsutugunu dusunursek cok yuksek oranda tutarli eslesmeler yapabilirsiniz.
    Bu sureci 3.partiler – data partnerleri uzerinden de yonetebilirsiniz.
  • Ako sme pripravili najlepsiu turecku pochutku

    1. 1. Aké jedlo bude chutiť všetkým? http://www.flickr.com/photos/66491748@N05/8357719376/in/photolist-dJxuMW-dJxusd-dJs3Gg-dJs2J6-dJs4GR-dJxws7hYj3Rh-dC4LFW-9vBoek-aNcf5z-cCoWr3-byWmAW-eyso1G-eyoFQk-eypjd4-eysjiS-eypheF-eyp1GM-eyoYF8-eys6Sh-eyoD28eysctm-eyshwu-eyspiG-eyoEyp-eyoJ46-eypc4H-eyoQqB-eyrHFJ-eysefW-eyrUQm-eysfS9-eyoBNc-eyrKe3-eyoMbt-eys3dYeyrXD9-9XFRaL-bJUJuH-7KdUQJ-a3h5b9-8K2AFe-8K2AFg-7GXchs-ac2gTX-hWYBnA-hWYsv6-dvWUJE-bErmKd-9tuJms-bugYUx http://www.flickr.com/photos/73084860@N00/7181500735/in/photolist-bWB4Yc-7TuT8y-dXBkAK-arvU2V-cdaqAN-dSimon-cCqtXoc8dCsf-9mwW2Y-hV63z7-hV5SE9-hV5VgG-8NTQoJ-eVKM8e-eVXfj5-eVWZRY-eVKCxn-eVXgE3-eVLp2K-axhdK2-axjWzN-axhdev-eVKN3Babbqcv-7EGaT6-7VhijS-7Vhiy9-7VhgHA-7HbyaK-9e6Cey-8kn2as-8kiRic-8kiTvX-eVKJQc-dJJjMV-cy6Tib-dn8a8r-aF6yYX-dhe2GV-cKQQ1NbezqgR-dynxej-dtsUeh-9QQFyB http://www.flickr.com/photos/ampersandyslexia/6346291305/sizes/o/in/photolist-aENpiB-8hZ6xw-8CeJTC-8CeKiq-dSJthHeKuf9h-eKtT6u-dHvVqa-gKY43X-ayaFqQ-dTc1tB-dHgpGm-eKhViT-gKY13P-8fNdBy-dSQ3q1-dfMVNj-d6h8EN-hVtqB1-fkRgei-bRrZJxe4BTpy-d4UQoU-axjnju/
    2. 2. Situácia na trhu http://www.flickr.com/photos/44124479650@N01/5124561575/in/photolist-8NQHBV-gr4p5L-gr5sdQ-gr4y1m-86iax2-86mhRW-86i9dR-9nHjrf-9knJv68UXSNR-86hYrZ-86i3mM-86mfbs-bvgAxi-a2RLpD-fCcbyT-cH3Cmj-dVD1ks-fBMk5V-ayoHCh-9XpKw7-bkoHeU-87u5iu-ggXjDj-86m8xo-86hScH-86hUY6-86hZR4
    3. 3. Situácia na trhu - MillwardBrown prieskum • Len 23% ľudí s PZP poistením zmenili poskytovateľa • Zo všetkých áut s PZP má iba 32% aj havarijné poistenie (Casco) • Silné postavenie klasických agentov • Ľudia nehľadajú a neporovnávajú ceny príliš často • Ľudia hovoria, že neveria internetovým platbám / vyžadujú osobný kontakt • Veľmi nízke povedomie značky Generali • Ľudia vnímajú všetky poisťovne rovnako – nutnosť vyzdvihnúť značku Generali
    4. 4. http://www.flickr.com/photos/73084860@N00/7181500735/in/photolist-bWB4Yc-7TuT8y-dXBkAK-arvU2V-cdaqAN-dSimon-cCqtXo-c8dCsf9mwW2Y-hV63z7-hV5SE9-hV5VgG-8NTQoJ-eVKM8e-eVXfj5-eVWZRY-eVKCxn-eVXgE3-eVLp2K-axhdK2-axjWzN-axhdev-eVKN3B-abbqcv-7EGaT67VhijS-7Vhiy9-7VhgHA-7HbyaK-9e6Cey-8kn2as-8kiRic-8kiTvX-eVKJQc-dJJjMV-cy6Tib-dn8a8r-aF6yYX-dhe2GV-cKQQ1N-bezqgR-dynxej-dtsUeh9QQFyB
    5. 5. Ako sa stať na trhu najlepším
    6. 6. • Vhodný a efektívny mediálny mix • Budovanie povedomia o značke • Konverzné formáty • Variabilné rozdelenie rozpočtu (podľa efektivity) • Testovanie a meranie • Využitie najnovších formátov • Silná podpora zo strany Google a Facebook • Znalosť miestneho trhu a medzinárodné skúsenosti
    7. 7. Recept. č1 - Google
    8. 8. Queries grew by 22% in Q2 2013 in the Vehicle Insurance Category Desktop queries grew by 12%, while Mobile queries grew by 214% and Tablet searches grew by 204% YoY in the same period Google Confidential and Proprietary 11
    9. 9. Vehicle Insurance: Cross Platform Search Trends Vehicle Insurance: % of Queries by Device Source: Google internal search data, based on pre-categorised queries for the Vehicle Insurance. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Google Confidential and Proprietary 12
    10. 10. Vehicle Insurance: Q2 2013 Auction Metrics Update Actual CPC (Q2 2013 Y/Y: 8.14%, Avg:$0.22) Clicks (Q2 2013 Y/Y: 24.49%) Source: Google internal search data, based on pre-categorised queries for the Vehicle Insurance. Note: In-quarter metrics for Query Volume and Ad Depth are only available. Google Confidential and Proprietary 13
    11. 11. Výber najkvalitnejších ingrediencií
    12. 12. Základné ingrediencie 1 Search 2 Display 3 Video
    13. 13. Vyhľadávanie - Search 1 2 Top pozícia Chytľavý text 3 Extensions
    14. 14. Obsahová sieť - GDN Google Display zasiahne ~70+% tureckej online populácie Zahraničné stránky Source: logos of partners Turecké stránky
    15. 15. Obsahová sieť - GDN Špecifické cielenie & segmentácia Obsahové cielenie Špecifická stránka Užívateľské cielenie Demografia e.g. ženy 20-50 rokov e.g.. “aktualne.cz” Geo e.g. štát alebo mesto Témy e.g.. financie Záujmy e.g. ľudia so záujmom o varenie
    16. 16. YouTube V porovnaní s TV, YouTube ponúka oveľa viac 1 Vyššia miera pozornosti … lepšia značka 3 Zákaznícka segmentácia … retargetovanie tých, ktorí videli video 2 4 Video zobrazenia zadarmo … zobrazenie neukončených zhliadnutí videí Source: Google Testovanie kreatívy … možnosť A/B testovania
    17. 17. YouTube Revolúcia v reklamách. Možnosť preskočenia! GEMB videoz Source: Google
    18. 18. Remarketing Cieľ je jasný: Konvertovať návštevníkov na stránke Vaša stránka
    19. 19. Remarketing 96% Opustí stránku bez konverzie1 70% Opustí košík bez nákupu1 49% Priemerne navštívi 2-4 webstránky než nakúpi2 1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010 2 Source: Google/Compete Sporting Goods Study: (Sep 2011-Sep 2012) Clickstream BF02 (number of different brands visited)
    20. 20. Nové korenie
    21. 21. Remarketing vo vyhľadávaní Jeden tag umožní remarketing pre search aj display Remarketing lists for search ads Remarketing in GDN
    22. 22. Dynamický remarketing
    23. 23. Interaktívna reklama - Hover to play • Video reklama v štandardnom 300x250 a 336×280 banneri • Cost-per-engagement
    24. 24. Standard Lightbox
    25. 25. Masthead Lightbox
    26. 26. Catalog Lightbox
    27. 27. Catalog Lightbox
    28. 28. Lightbox v reáli http://www.google.com/think/products/lightbox-ads.html
    29. 29. Recept. č2 - Facebook
    30. 30. Ľudia chodia na Facebook a zisťujú, čo kúpiť +50% Facebook userov hovorí, že odporúčania priateľov sú dôležité pri online nakupovaní. 42% Facebook userov hľadajú pomoc u priateľov, keď sa rozhodujú pre rozličné produkty. Source: Based on Facebook internal marketing study of US users conducted in November 2012 36% Facebook userov hľadá pomoc od priateľov, resp. nápady čo kúpiť.
    31. 31. Facebook v Turecku Every day. Every month. >19M people daily >9.5M >33M people monthly people daily on mobile 58% of monthly active users return daily SOURCE: FACEBOOK INTERNAL DATA BASED ON STATED AND INFERRED DATA, AVERAGE FOR JUNE 2013; PERCENTAGE OF INTERNET AND MOBILE PHONE USERS CALCULATED WITH DATA FROM EMARKETER, APRIL/MAY 2013 >20M people monthly on mobile
    32. 32. Základné Ingrediencie Domain ad Photo Page Post ad Will use Travelzoo ad (approved) Link Page Post ad Mobile App ads
    33. 33. Page Post Photo Ads Formát určený na drive engagement a brand awareness • Ponúka najväčší obrázok v News Feede • Obrázky svojimi rozmermi pútajú pozornosť • Pridaním skrátenej URL v texte môžete ľudí nasmerovať na vaše stránky
    34. 34. Page Post Link Ads Ad format určený pre offsite konverzie • Obrázky svojimi rozmermi pútajú pozornosť • Fotka a text smerujú offsite (možete využiť celú URL a nie len skrátenú) • Zobrazujú sa v News Feede
    35. 35. Mobilné aplikácie
    36. 36. Nové korenie
    37. 37. Custom Audiences CRM databáza Facebook Vyhovujúce ciele
    38. 38. Lookalike Audiences Viac ľudí, čo sa podobá na vašich najlepších zákazníkov Stáli zákazníci eshopu Zákazníci, ktorí nakúpili za posledné 3 mesiace A ľudia, čo sa im podobajú Odoberajú Newsletter
    39. 39. Log out page (LOX)
    40. 40. Page post video ad
    41. 41. Mobile app Deep linking
    42. 42. Čas prípravy
    43. 43. Jednotlivé fázy 1 (1 mesiac) 3 (6 mesiacov) • • Remarketing v GDN • Remarketingové publiká - zbieranie • Bannery v GDN (len prvé 2 mesiace) • 2 Len search YouTube (len prvé 2 mesiace) (2 mesiace) (3 mesiace) • Search a remarketing vo vyhľadávaní • GDN bannery • Bežia všetky kampane • YouTube – true view video spot • Mediálny mix sa prispôsobí výsledkom • Social – LOX + promoted posts 1 4 2 3 1 rok 4
    44. 44. Ako varí B2B GROUP http://www.youtube.com/watch?v=ePtWhFh3L-0
    45. 45. Ďakujem za pozornosť Daniel Zaiček +421 911 55 82 33 daniel.zaicek@b2bgroup.sk sk.linkedin.com/in/danielzaicek

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