1 1
11 de Abril 2014
Facebook Direct
Response
Awareness
Acções e
Conversões
Fidelizar
A Solução Facebook depende dos objectivos de
Marketing
Source: Facebook Internal Data, Feb 2014
	
  	
  	
  
5.2	
  MILHÕES	
  	
  
UTILIZADORES	
  ACTIVOS	
  
POR	
  MÊS	
  
AU...
Mulheres 25-44: 78% Homens 25-44: 80%
Jovens 13-29: 99% Maiores de 55: 15%
Penetração Facebook na População Portuguesa
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
8 9 10 11 12 13 14 15 16 17 18 19 20 2...
Alcance mais pessoas
do que os Canais de Televisão
Número Médio de Tele Espectadores por hora
Fonte: CAEM; Facebook intern...
O Facebook pode ser uma ferramenta muito
eficiente para gerar Vendas e conversões / Leads
Cost per Order/Lead, DMA (US) 201...
Julie Pellet
EMEA Direct Response Specialist
Before Now
Mobile is not a trend
Source: Business Insider Global Internet Access Device sales chart, Jan 2013
2000 2004 2008 2012
Per...
As your audiences continue to shift to mobile,
mobile apps are taking center stage
Total minutes spent on mobile apps vs. ...
Search Discovery
Source: eMarketer/iPerceptions, Q3 2011
People doesn’t know what they want to buy
Reasons for visiting an
e-commerce websi...
The path-to-purchase is complex
Are you reaching them where they are converting?
start shopping on one
device and continue...
Your Brand in the most engaging platform
and on every devices.
Reach more of
the right people
Make
insightful
decisions
Drive action
across devices
The power of Facebook’s direct respon...
TARGETING
Reach more of the right people
All the people who matter to your
Brand/your website
Use data to reach more of the right people
Facebook data
Interests Behaviors ConnectionsLocationDemo
Your data
Custom Audi...
Use Core Audiences to segment your audience
Online and offline
sources
Targeting types
Location
Interests
Demographics
Part...
Reach your target audience
Source : Données internes Facebook basées sur des données relevées et déduites, mars 2013
1.2M	...
Find people you already know
with Custom Audiences
Current
customers
Promote your products or services on
any device they ...
Matched targets
How Custom Audiences work
Email addresses
Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People ...
Custom Audiences Use Cases
Customer activity-
level testing
Targeted to:
Frequent
flyers
Business-class
passengers
SAS - Gaining efficiencies
Used precise targeting to obtain the best performance on Facebook
54X	
  
return on ad spend
acr...
Find people who are similar to the people you know
with Lookalike Audiences
Lookalike Targeting
He’s on the market
for a c...
Facebook Exchange
Dynamic remarketing on desktop
15x	
  
return on ad spend
using Facebook
Exchange	
  
ROI
Convert browsers to bookers
Retargeting on Facebook
FORMATS
Drive action across devices
Your Brand in the most engaging platform.
Right Hand SideDesktop News Feed Mobile News Feed
Link Ads
Put your products at the center of the experience
14X	
  
People check
News Feed
per day
Source: IDC, “Always Connected,” ...
Designed for action
Page post link ads – now with CTAs
•  Entire image is clickable
•  Offers the highest amount of
real e...
VS
Third-party ad
Center of the engagement
Formats that are large, visual and in-stream
On mobile, marketers need to drive the same
performance marketing goals they can achieve
online
Acquire new
users (install...
App Store > 900,000 Apps
Google Play > 1,000,000 Apps
You are here
Put your business in the most engaging space
online and on mobile
14 times a day
IDC Always Connected Report, March 2013
i...
Get your app in the hands of customers
Mobile app install ad in mobile news feed
10x	
  higher click to install rate
from ...
% of apps that are downloaded
and then used only once?
Source: Localytics / MobiThinking report 2013
26%
Keep them coming back
Drive engagement and conversion in-app
Open Link
Use App
Play Now
Shop Now
Listen Now
Watch Now
Book Now
Optimization
Make insightful decisions
Measure results across devices
Conversion
pixel
SDK Third-party
measurement
68%	
  	
  more conversions
attributed when using
oCPM vs. CPC
Source: Facebook case study, Aug 2013 – 2-wk test of single...
As a fully cross-device platform, Facebook enables
businesses to accurately track conversions
65% of conversions that resu...
Reach more of
the right people
Make insightful
decisions
Drive action
across devices
Core Audiences
Custom Audiences
Looka...
Facebook em Portugal 2014
Facebook em Portugal 2014
Facebook em Portugal 2014
Facebook em Portugal 2014
Facebook em Portugal 2014
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Facebook em Portugal 2014

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Facebook em Portugal 2014

  1. 1. 1 1 11 de Abril 2014 Facebook Direct Response
  2. 2. Awareness Acções e Conversões Fidelizar A Solução Facebook depende dos objectivos de Marketing
  3. 3. Source: Facebook Internal Data, Feb 2014       5.2  MILHÕES     UTILIZADORES  ACTIVOS   POR  MÊS   AUDIENCE – PORTUGAL 35%  (1.8  MILHÕES)   58%  (3  MILHÕES)   7%  (400  MIL)   Regressam     Diariamente  3.5  M   48min  Tempo médio por dia
  4. 4. Mulheres 25-44: 78% Homens 25-44: 80% Jovens 13-29: 99% Maiores de 55: 15% Penetração Facebook na População Portuguesa
  5. 5. - 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 Número de utilizadores Médio por Faixa horária Dom Seg Ter Qua Qui Sex Sab Utilização do Facebook em Portugal Fonte: Facebook Internal Data período 1 de Dezembro 2013 a 4 de Janeiro de 2014. Inclui tráfego Desktop e Mobile
  6. 6. Alcance mais pessoas do que os Canais de Televisão Número Médio de Tele Espectadores por hora Fonte: CAEM; Facebook internal Data, janeiro de 2014. Os dados do Facebook refletem o alcance on-line e móvel. 0 200 400 600 800 1.000 1.200 1.400 1.600 H O R Á R I O N O B R E ( 1 9 h - 2 3 h )
  7. 7. O Facebook pode ser uma ferramenta muito eficiente para gerar Vendas e conversões / Leads Cost per Order/Lead, DMA (US) 2012 Facebook Oct 2012: Based on average cost per claims and an assumed 10% redemption after users claim an offer, which will likely vary depending on the offer Cost per order/lead across industries
  8. 8. Julie Pellet EMEA Direct Response Specialist
  9. 9. Before Now
  10. 10. Mobile is not a trend Source: Business Insider Global Internet Access Device sales chart, Jan 2013 2000 2004 2008 2012 Personal computer Tablet Smartphone 1,200,000,000 800,000,000 400,000,000 0 Q4 2011
  11. 11. As your audiences continue to shift to mobile, mobile apps are taking center stage Total minutes spent on mobile apps vs. mobile web 80%    of time on mobile is spent in apps Mar ‘11 Jan ‘12 Aug ‘12 0 20 40 60 80 100 120 140 160 Apps Mobile web Minutesspentpermonth(billions) Source: “Flurry Five-Year Report: It’s an App World. The Web Just Lives in it.” Flurry Blog. April 2013.
  12. 12. Search Discovery
  13. 13. Source: eMarketer/iPerceptions, Q3 2011 People doesn’t know what they want to buy Reasons for visiting an e-commerce website 20%   Buy 80%  Discover, compare
  14. 14. The path-to-purchase is complex Are you reaching them where they are converting? start shopping on one device and continue on another 67%     Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
  15. 15. Your Brand in the most engaging platform and on every devices.
  16. 16. Reach more of the right people Make insightful decisions Drive action across devices The power of Facebook’s direct response solution
  17. 17. TARGETING Reach more of the right people
  18. 18. All the people who matter to your Brand/your website
  19. 19. Use data to reach more of the right people Facebook data Interests Behaviors ConnectionsLocationDemo Your data Custom Audiences Past purchasers Highest LTV customers Members of loyalty programs Third-party data Partner categories
  20. 20. Use Core Audiences to segment your audience Online and offline sources Targeting types Location Interests Demographics Partner Categories Sample segments Age and gender Engaged gamer Interested in shopping Living in Chicago Android phone user Behaviors
  21. 21. Reach your target audience Source : Données internes Facebook basées sur des données relevées et déduites, mars 2013 1.2M  Women 18-34 yo 420k  Mums 160k  Women, ipad owners, + 18 yo
  22. 22. Find people you already know with Custom Audiences Current customers Promote your products or services on any device they use Facebook Data you own Man 30–34Woman 18–24 People who visited your website or mobile app
  23. 23. Matched targets How Custom Audiences work Email addresses Phone numbers, iOS IDFAs Facebook User IDs, App User IDs People you know Direct or through third-party People from your website People from your mobile app FacebookPeople you know on Facebook
  24. 24. Custom Audiences Use Cases Customer activity- level testing Targeted to: Frequent flyers Business-class passengers
  25. 25. SAS - Gaining efficiencies Used precise targeting to obtain the best performance on Facebook 54X   return on ad spend across the marketing funnel
  26. 26. Find people who are similar to the people you know with Lookalike Audiences Lookalike Targeting He’s on the market for a car insurance She recently purchased And these people are just like him And these people are just like her Fans of your Page Data you own Your Custom Audience
  27. 27. Facebook Exchange Dynamic remarketing on desktop
  28. 28. 15x   return on ad spend using Facebook Exchange   ROI Convert browsers to bookers Retargeting on Facebook
  29. 29. FORMATS Drive action across devices
  30. 30. Your Brand in the most engaging platform.
  31. 31. Right Hand SideDesktop News Feed Mobile News Feed Link Ads
  32. 32. Put your products at the center of the experience 14X   People check News Feed per day Source: IDC, “Always Connected,” March 2013 In-stream and native 1 Designed for action 2 Optimized for conversion 3
  33. 33. Designed for action Page post link ads – now with CTAs •  Entire image is clickable •  Offers the highest amount of real estate to get people to click on your ad •  Option to add call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now or Download Source: Nanigans study “How Page Post Ads in News Feed Drive Direct Response and ROI,” June 2013 53%    increase in ROI when using Page post link ads
  34. 34. VS Third-party ad Center of the engagement Formats that are large, visual and in-stream
  35. 35. On mobile, marketers need to drive the same performance marketing goals they can achieve online Acquire new users (install) 1 Drive engagement and conversions 2 Measure performance
  36. 36. App Store > 900,000 Apps Google Play > 1,000,000 Apps You are here
  37. 37. Put your business in the most engaging space online and on mobile 14 times a day IDC Always Connected Report, March 2013 is the average number of times a user checks Facebook on their mobile
  38. 38. Get your app in the hands of customers Mobile app install ad in mobile news feed 10x  higher click to install rate from mobile app install ad, compared to traditional banner
  39. 39. % of apps that are downloaded and then used only once? Source: Localytics / MobiThinking report 2013 26%
  40. 40. Keep them coming back
  41. 41. Drive engagement and conversion in-app Open Link Use App Play Now Shop Now Listen Now Watch Now Book Now
  42. 42. Optimization Make insightful decisions
  43. 43. Measure results across devices Conversion pixel SDK Third-party measurement
  44. 44. 68%    more conversions attributed when using oCPM vs. CPC Source: Facebook case study, Aug 2013 – 2-wk test of single client, lift in attributed purchases between oCPM and CPC is stat-sig within a 99% C.I. using 2-sided binomial z-test. Facebook internal data based on an internal head to head test of eight mobile app install advertisers over the course of two months. Average is across each client in test. 20%    lower cost per install when using CPA vs. CPC Optimized for conversion Website and mobile app conversions with oCPM and CPA
  45. 45. As a fully cross-device platform, Facebook enables businesses to accurately track conversions 65% of conversions that result after a mobile impression take place on desktop. Source: Facebook internal data, Oct 2013, 2-5 day attribution window, 1 day attribution value
  46. 46. Reach more of the right people Make insightful decisions Drive action across devices Core Audiences Custom Audiences Lookalike Audiences Facebook SDK Conversion pixel Mobile app ads Page post link ads 3rd party measurement Facebook’s complete direct response solution oCPM / CPA Hire a PMD

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