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Moda no Facebook! Entenda por que a rede social converte.

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O Facebook é uma poderosa ferramenta de geração de tráfego e conversão para o mercado de moda. O Facebook está para uma campanha de mídia digital como a Globo está para uma campanha de comerciais na TV no horário nobre.

Mais de 90 milhões de brasileiros acessam o Facebook todos os meses. Moda é destaque em conversões pelo anseio do usuário no momento do uso da rede social. A qualificação da audiência atingida no canal e o fato de tratar-se de uma compra impulsiva são elementos que confirmam a relevância da mídia para este segmento.

Neste webinar falaremos sobre as tendências para o mercado de moda; a relevância que o facebook tem em um plano de mídia e seu poder de segmentação; Facebook Ads e Google Adwords de mãos dadas maximizando a conversão; e boas práticas para uma campanha de Facebook Ads.

PALESTRANTE:

Cláudio Coelho empreende no mercado digital há 18 anos, tendo sido Co-fundador da Cappuccino Digital; Presidente da APADi (atual ABRADi SP), além de ter lançado importantes documentos para o mercado, como Documento de Concorrência Digital, Manual de Preços e Serviços Digitais e o Guia de E-commerce; Fundador da Skalebla, representante da Kenshoo no Brasil; Fundador e CEO da BEST - Marketing de Performance e da Super PME.

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Moda no Facebook! Entenda por que a rede social converte.

  1. 1. B i g D a t a A t t r i b u t i o n & O m n i - C h a n n e l Apoio: Cláudio Coelho 05/11/2015
  2. 2.  Cláudio Coelho APRESENTAÇÃO  Empreende mercado digital desde 1996, tendo fundado e liderado: Cappuccino Digital Nocaute Comunicação e Inovação Skalebla (Representante Kenshoo no Brasil) Best Marketing de Performance / Super PME  Presidente da APADI (atual ABRADI-SP) de 2009 a 2013 tendo lançado: Guia de E-commerce Guia de Preços e Serviços Digitais Guia de Concorrência Digital  CEO da Best Marketing de Performanece e Super PME Empresa pioneira na Gestão de Campanhas de Adwords e Facebook Ads utilizando plataformas Kenshoo  Hobby: Jipeiro com lama até na Alma !
  3. 3. BEST ORIGEM A SKALEBLA é a empresa que trouxe a plataforma KENSHOO com representação exclusiva para o BRASIL, comercializando o software para varejistas e anunciantes com altos investimentos mensais em Google e Facebook, como por exemplo:
  4. 4. BEST EMPRESA A BEST teve origem na Skalebla Soluções Escaláveis. A BEST atua na gestão de campanhas de Google Adwords e Facebooks Ads utilizando plataformas Kenshoo se repassar os custos da plataforma. Atende empresas com budget à partir de R$ 10 mil mensais em mídia de Performance. Conta com uma unidade de negócios, focada no atendmento de PME’s e Start-ups, a Super PME, atendendo clientes com investimentos menores, com planos à partir de R$ 1.499,00 mensais.
  5. 5. BEST CLIENTES
  6. 6. “Tendências para o mercado de MODA no E-commerce”
  7. 7. GRANDE POTENCIAL Fonte: Google
  8. 8. A CATEGORIA COM MAIOR VOLUME DE VENDAS Fonte: Google
  9. 9. Grande Frequencia de compras
  10. 10. Menor Volume, mais maior ticket entre o público masculino Fonte: Google
  11. 11. Fonte: Google
  12. 12. A Evolução de cenário em 2 anos. A tendência é de alta
  13. 13. A importância da reputação da marca na decisão de compra
  14. 14. Preço é mais importante para mulheres do que para homens
  15. 15. Mudança de comportamento. Parcelamento VS Desconto na próxima compra.
  16. 16. O fato de as amigas serem referência mostra a importância da mídia em Rede Social
  17. 17. “O Facebook é a Globo da sua campanha de comunicação digital”
  18. 18. Como podemos comprovar essa afirmação ??? • Na teoria, por semelhanças • Na prática, entendendo como o consumidor interage com as mensagens das 2 mídias
  19. 19. Mais de 99% de cobertura de todos os lares brasileiros.
  20. 20. A rede social é acessada diariamente por 59 milhões de brasileiros
  21. 21. Quais as semelhanças ? • Grande concentração de audiência • Uso para o entretenimento IMPORTANTE: O consumidor interagindo com essas mídias, não está em MOMENTO DE COMPRA.
  22. 22. Me atrevo a dizer que devido ao alto grau de segmentação que o Facebook permite para suas campanhas, o Facebook é a EVOLUÇÃO DA GLOBO na internet.
  23. 23. “Facebook Ads e Google Adwords de mãos dadas maximizando a conversão !”
  24. 24. Minha Experiência …
  25. 25. Minha Experiência …
  26. 26. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Analogia: Seleção Brasileira e os Modelos de Atribuição
  27. 27. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Seleção Filipão Seleção Brasileira
  28. 28. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Seleção de Canais de Mídia E-mail Marketing FBX Retargeting Google Adwords Mídia Display Afiliados Facebook Ads Google Shopping Comparadores de Preço BING
  29. 29. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Visão MÍOPE do mercado cria mitos como:  Facebook só serve para branding.  Facebook só aumenta fans para sua fan page.  FACEBOOK NÃO CONVERTE !
  30. 30. © 2014 Kenshoo, Inc. Confidential and Proprietary Information “Atribuição é a prática de alocar valor parcial para cada touch point (jogadores) durante a jornada do consumidor até a conversão (gol)”.
  31. 31. © 2014 Kenshoo, Inc. Confidential and Proprietary Information “A atribuição ideal nos ajuda a determinar ONDE investir e QUANTO gastar”.
  32. 32. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Será que o Facebook não converte mesmo ? Converte sim, e muito ! Mas na maioria dos casos de forma indireta, como conversão assistida.
  33. 33. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Modelos de Atribuição Fonte: Kenshoo Search
  34. 34. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Fonte: Kenshoo Search Modelos de Atribuição
  35. 35. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Fonte: Kenshoo Search Modelos de Atribuição
  36. 36. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Fonte: Kenshoo Search Modelos de Atribuição
  37. 37. © 2014 Kenshoo, Inc. Confidential and Proprietary Information Fonte: Kenshoo Search Modelos de Atribuição
  38. 38. © 2014 Kenshoo, Inc. Confidential and Proprietary Information 40% 40% U-shaped 20% Fonte: Kenshoo Search Três grandes varejistas da área de venda de calçados online, investiam 90% do seu budget em Google Adwords quando consideravam apenas o Last Click. Depois de adotar um modelo de atribuição U-shaped, em média, passaram a investir 40% do budget em Facebook e 60% em Google. Modelos de Atribuição
  39. 39. “Boas práticas para uma campanha de Facebook Ads !”
  40. 40. Interesses Custom Audiences WCA $ Lookalike Estratégias Campanha
  41. 41. Alguns Exemplos - Custom-Audience:  Todos que fizeram o cadastro e não compraram nos últimos 30 dias;  Compradores dos últimos 30 dias;  Compradores do segundo mês até o sexto mês Retroativo;  Compradores de 3 Meses até 6 Meses retroativo;  Compradores do Site Geral - Website Custom-Audience (WCA):  Quem passou por alguma pagina;  Quem passou somente pela categoria Calçados;  Quem Passou Somente por Botas; - Lookalike:  Quanto menor a %, menor é o alcance e maior é a assertividade;  Sugerimos 1% a 3% de cada Publico, dependendo da performance do mesmo;
  42. 42. Boas Práticas - Mensure os dados dos link’s de Orgânico ou Anúncios através de UTM’s Link para gerador de URL
  43. 43. Boas Práticas - Call-To-Action: Trabalhe sempre com CTA’s: Compre Já, Saiba Mais, Coleção 2016, Parcele 3 vezes, Promoção, etc - Mobile: Se tiver um site Mobile ou Responsivo, aumente o $$$ e aproveite os finais de semana. - Conversão: Ter fans é bom, mas vender é melhor ainda. Use o Facebook Ads com foco em conversão.
  44. 44. Boas Práticas - TESTE TUDO: O Facebook Ads não tem passo-a-passo como o Google Adwors; O que funciona pra um não necessariamente funciona para outro; Teste CPC e CPM, conversão, cadastro, tipos de anúncios, objetivos, textos, imagens, call to action, etc
  45. 45. www.best.com.vc | claudio@best.com.vc | 11 97680-5330 / 2898-9598 OBRIGADO !!! PERGUNTAS ????

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