Check out David Lorentzen's inspirational slides on targeting and retargeting on social media during Social Challenge Week 2017! Join the live Twitter talk on #SCW2017

1. #SCW2017
ADVERTISING – GET
BACK TO THE BASICS
How to support good ol’ communication skills
with the clever use of targeting and retargeting

2. BEFORE YOU
YOU SHOULD KNOW WHO IS LISTENING

3. THE CIRCULAR COMMUNICATION MODEL
ENGAGE
PEOPLE
DEFINE YOUR
AUDIENCE
CREATE
CONTENT
GENERATE
DATA
START OVER

4. EXAMPLE:
HOLIDAY
Take your family on a holiday they will never forget!

5. THE TYPICAL AUDIENCE DEFINITION
Men and women, who are also parents with childen 03 to 18 years old

6. THE HAPPY FAMILY

7. NOTHING LASTS FOREVER….

8. THE FORGOTTEN AUDIENCE 1/2
Women who are: 1) parents with childen 03 to 18 years old and
2) single

9. SINGLE MOTHER

10. THE FORGOTTEN AUDIENCE 2/2
Men who are 1) parents with childen 03 to 18 years old and
2) single

11. SINGLE FATHER

12. KNOW YOUR TARGETING OPTIONS
There’s no
chicken and egg
dilemma here:
Audience
always comes
before content
t

13. LIKES ARE GOOD BUT
IS MUCH BETTER

14. THE CIRCULAR COMMUNICATION MODEL
ENGAGE
PEOPLE
DEFINE YOUR
AUDIENCE
CREATE
CONTENT
GENERATE
DATA
START OVER

15. START BUILDING LASTING RELATIONS
So much time is spend trying to create – and
hope for - the next viral hit.
So little time is spend on what social media
used to be about: Laying the foundation for
real, long-lasting engagement.
Retargeting is probably
the most annoying
thing ever invented.
Unless used
intelligently.

16. RETARGETING - THE FACEBOOK PIXEL
$$

17. THE FACEBOOK PIXEL
The pixel sends information to your ad account:
1) The user’s Facebook user ID
2) The URLs visited
3) The number of days since the visit
The information is stored on your ad account
for up to 180 days
t

18. YOUR TO-DO LIST:
• Go to your ads manager
• Create an audience based on website traffic
• Place the Facebook Pixel on all pages of your website
• Use Facebook Pixel Helper (Google Chrome extension) to
check that your pixel works correctly

19. EVERYONE WHO HAS VISITED THE WEBSITE
r
This is the largest audience you can get from your website:
Everyone who visited a URL containing your domain name -
within the last 180 days

20. EVERYONE WHO HAS READ THE BLOG
r
This rule creates an audience of everyone who read any blogpost
on the KOMFO blog within the last 90 days

21. EVERYONE WHO HAS VISITED THE WEBSITE,
BUT NOT THE BLOG
e
Audiences can be included and excluded.
In this example we are targeting those, who have visited komfo.com, but
haven’t read the blog (at least not the last 90 days)
Let them know it exists!

22. GROWING YOUR FANBASE: ARE YOU STILL
FISHING IN DEPLETED WATERS?
Like ads targeting an audience defined by
interests and demographics will very often
result in expensive and irrelevant fans.
The times when
Facebook users where
eager to become your
fan are over

23. THE BEST LIKE CAMPAIGN. EVER.
e
Targeting:
+ Web visits (7 days)
- Web visits (1 day)
- Exsisting fans

24. REMEMBER ALL THE OTHER AUDIENCES
• Video audience
• Custom audience from email
• Post/ad engagement audience
• Website custom audience
• Lead form audience
• Canvas audience I short: Target
cleverly, do your
content accordingly
and remember to
follow up by using
your data!

25. Q & A