Recruiting new customers thanks to Google and Social Networks

Copyright Be Connect 2015
Sabrina BULTEAU
CEO & CO- FOUNDER
RECRUIT NEW CUSTOMERS
THANKS TO
GOOGLE & SOCIAL
NETWORKS?
Olivier PONTEVILLE
CAMPAIGN MANAGER

Generate more traffic, more leads,
more sales thanks to digital.
BE CONNECT -
MISSION

BRAIN

BUILD

BOOST

 Learn how to use Google and Social Media to recruit new
customers.
 Understand the stakes of advertising (SEA, SMA).
TODAY’s AGENDA

RECRUIT NEW CUSTOME
THANKS TO
GOOGLE & SOCIAL
NETWORKS?

THE CHALLENGE

EVERYBODY IS ONLINE
78% of households have an
Internet connection
95% of households with
children are connected
45% of Belgians purchase on-
line
97% of companies are
connected to Internet

40%
Of Belgians own a
SMARTPHON
E

SOCIAL
NETWOR
KING

YOUTUBE IN BELGIUM
Source : Youtube, ComScore
40%
Watched time via
MOBILE
 2.3 million impressions/day
in Belgium
 1m users/day
 82% of users are 15-24
years old

TWITTER IN BELGIUM
 Around 1.000.000 profiles.
 100% listen, 55% tweet.
 Twitter is all about instant sharing.
 Users are using Twitter to connect
and talk about topics they cherish
 They expect brand to deliver fresh
and relevant content.
 High quality profiles and
influencers are on Twitter
80%
of Twitter’s user
access it from a
mobile.
Source : Twitter, ComScore

 1,75 Millions in Belgium
 +225 Millions of users
 2x MORE trust than others networks
N°1 of professional networks : Content, Networking, HR…
LINKEDIN : FACEBOOK FOR
PROS

300 M active users in the world
26% of adult Internet users
21% of entire adult population
INSTAGRAM

L2
The average user spends
257 MINUTES a month on
the site
Instagram engagement is 15X
HIGHER
than Facebook engagement
INSTAGRAM

INSTAGRAM
SparkReel
User-generated content increases
BRAND SALES EFFECT
by nearly 20%

WHICH SNS FOR WHICH USAGE?
IDENTITY CONNECTIONS KEY USAGE
Me, as a person
Friends, family and
colleagues
Status, photo sharing &
social gaming
My life in pic
Friends, family and
colleagues
UGC
Image, micro-video
Me, as an opinion Followers Real-time Micro Blogging
Me, as a professional
Colleagues & business
contacts
Professional Identity,
Connections, Insights

SEARC
HING

84%
of smartphone
users have looked
for local
information
83%
Have take action
as a result

LEVERAGING SOCIAL
NETWORKS
AND GOOGLE FOR YOU BUSINES

FOCUS
+
=
REACH 80% of internet users in
Belgium
80% OF YOUR CUSTOMERS!!!
EFFICACIENCY, with a limited presence.

IMPROVE AWARENESS
REACH your target

GENERERATE TRAFFIC
USE Google & Social Media to boost your traffic

GRAB LEADS
ATTRACT prospects

CONVERT
GENERERATE sales (acquisition, cross/up selling)

LEVERAGING GOOGLE
FOR YOUR BUSINESS

CONTEXTAND AUDIENCE ARE
DRIVERS OF RELEVANCEINTENT
What people want
CONTEXT
Device, Location, Time, …
AUDIENCE
Age, Sex & Interest

Millions of PEOPLE
Billions of OPPORTUNITIES
Billions of MOMENTS THAT MATTER
CONTEXTAND AUDIENCE ARE
DRIVERS OF RELEVANCE

MILLIONS OF MOMENTS THAT
MATTERS
CHALLE
NGE
RIGHT MESSAGE RIGHT PERSON RIGHT TIME RIGHT DEVICE

HOW ?

BE OPTIMIZED
Source : Google

MOBILEGEDDON
APRIL
21

WORK ON YOUR CONTENT

QUICK WIN : GOOGE+ BUSINESS
PAGE
Type your business name in Google
Claim your Google + page if not already done
Fill in your information

USE GOOGLE ADWORDS
 ATTRACT MORE CUSTOMERS by making your site visible :
 On keywords you decide
 For people you want
 Locally or globally
 At the right time
 PAY FOR RESULTS (position/Keywords)
 TRACK results and optimize your strategy
 Conversions on the website
 Phone calls (new)
 Newsletter…
 YOUR BUDGET IS ALWAYS UNDER CONTROL

TAKE AWAY
BE
OPTIMIZE
D
AND MOBILE
CREATE
CONTENT
Don’t forget Google+
USE
ADWORDS

HOW TO BE EFFICIENT
WITH SOCIAL NETWORKS?

STRATEGIE SOCIAL MEDIA
 Clear objectives
 Target
 Promise
 Tone of voice
 Action Plan
ESTABLISH
 Fans
 Ambassadors
 Followers
RECRUIT
 Enhance your action/Product
launch
 Spread your message, values
 Develop your awareness
AMPLIFY
 Turn message into content
 Dialogue with your social audience
 Make them talk about your brand,
act, react
ENGAGE

CONVERSION FUNNEL

EDGE RANK

Place the customer at the
center of the conversation
CRM
Develop quality content to
progress in the Edge Rank
QUALITY
CONTENT
HOW TO ENLARGE YOUR
REACH ?
Find the good balance
between content and ads to
optimize the reach of your
messages
BOOST
YOUR POSTS
WITH
FACEBOOK ADS

 Be authentic with your brand
identity/USP/Values
 Be human
 Be lifestyle oriented
HOW TO ENGAGE?
 Be entertaining
 Be useful, accurate
 Be timely and relevant

QUICK TIP : FILL IN YOUR PAGE
INFO
Add a call to action button
 Opening hours
 Phone number
 Address
 Business category
 Call to action button

FACEBOOK ADVERTISING

TARGETING

TARGETING : CORE
AUDIENCES

TARGETING : CUSTOM
AUDIENCES

TARGETING : LOOKALIKE
AUDIENCES

ADVERTISE ACROSS DEVICES

PAGE POST LINK AD
 Drive traffic on a
website
 Large clickable image
 Call to action button
 Available in the
newsfeed and on the
right hand side
LEAD : WEBSITE TRAFFIC
AND CONVERSION

LEAD : WEBSITE TRAFFIC
AND CONVERSIONMULTI-PRODUCT ADS
On desktop On mobile

DRIVE INSTALLS

APP RE-ENGAGEMENT

CASE STUDY
 Brussels
 35 +
 Parents

KEY TAKE AWAY
Whether you are a multi-national or a local
business a clever Facebook ad strategy can
bring you more leads.

OPPORTUNITIES DON'T HAPPEN.
YOU CREATE THEM!

MERCI!
Copyright 2013 Be Connect.
All Rights Reserved
/BeConnectWorld @beconnectnews
Click to edit Master title style
+32 (0) 2 762 25 00
be-connect.eu
@beconnectnews
/BeConnectWorld
/Be-connectEu
Sabrina BULTEAU | CEO & CO-FOUNDER
sabrina@be-connect.eu | +32 492 62 5041
ANY QUESTIONS ?

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