Partner Manager Facebooku pro CEE region si společně se Sun Marketingem připravil inspirativní přednášky o novinkách a trendech v komunikaci na Facebooku i obecně v digitálním světě.

1. Evolution in communication

5. Source: eMarketer, US, 2014
Television
Digital
Mobile
Radio
1950 1960 2000 2010

6. 3.7M
daily people
on Facebook
3M
on mobile
Facebook in Czech Republic is mobile first
Source: Facebook internal data, Q1 2017

7. T H E F U T U R E O F
​Communication

8. ImmersiveExpressiveImmediate

9. T H E E X P E C T A T I O N O F
​Immediate Communication

10. 1.2B
active users of
Whatsapp
Source: Facebook internal data, Q1 2016
1.2B
active users of
Messenger

11. Source: Mary Meeker

12. T H E E X P E C T A T I O N O F
​Expressive
Communication

13. 3trillionphotos a year

14. Then Now Next

15. 13ms
to identify it
We only need to
see an image for

17. 60,000times faster than
words
The human brain
processes images

18. T H E E X P E C T A T I O N O F
​Immersive Communication

20. 45%
616%
growth in mobile
video views, 2012-2015
of global video views are
now on mobile devices
Source: Ooyala Gloval Video Index, Q3 2015

21. VR/AR
Text
Photos
Videos

22. 100Mhours of video every day

23. Logo to be
replaced
Building Brands for
Mobile
N EW WAYS TO EA R N ATTEN TION

24. Today’s conversation
Consumer behavior01
How to build brands on mobile02
Creative considerations for
mobile03

25. 01
Consumer behavior

26. TO
2003
5BGB
FROM
The beginning of time
Source: Wikibon Data Footprint, January 2013

27. Consumer attention is our scarcest
resource
Organic or earned social reach cannot be
relied upon to drive brand or business
impact
It’s too small, too weak and there is too
much other noise
Consumer attention is our scarcest resource

28. Attention is a key ingredient to driving brand impact
Increasing attention increases recall on Facebook
0%
5%
10%
15%
20%
25%
Length of time the ad is on screen for
Source: Facebook Internal analysis of 60,000 Nielsen Brand Effect responses; Feb-Apr 2015
LiftinAdRecall(%)
The longer you see an ad, the longer you'll remember it.

29. Predicted average time spent in the US per day, 20161
6
3
0
Hours
P R I N T T V D I G I T A L
People’s time and attention are on mobile
29
per day
on mobile
3H
Source: 1) “Average Time Spent per Day with Major Media by US Adults,” eMarketer Apr 2016

30. A lot of attention
goes here
Source: “Average Time Spent per Day with Major Media by US Adults,” eMarketer April2015
3hrsa day
62%
report checking
their phone 30
times a day
14x
the number of
times people check
Facebook in a day

31. This is your brain on mobile
Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned by Facebook), May 2015.
Similarly,
distraction was
79% lower
on a smartphone
screen than
on a TV
Attention
was found to be
82% higher
for an ad viewed on
a smartphone
compared to TV

32. How to
build a brand on mobile?
02

34. “Nothing has
changed and yet
everything is
different.”
JEAN-PAUL SARTRE

35. 1. Define real business objectives
2. Create amazing content for News Feed
3. Then make sure a ton of people see it
The “secret” to working with Facebook really really well?

36. NO CORRELATION TO SALES R

37. 37
There is no significant correlation
between click through rate (CTR)
and any Nielsen brand effect
metrics
CLICKS AREN’T A GOOD PROXY FOR BRAND
RESULTS

38. AD RECALL BRAND AWARENESS PURCHASE INTENT
-20
0
20
40
60
80
100
0 2 4 6 8
%PointLift
CTR (%)
-40
-20
0
20
40
60
80
100
0 2 4 6 8
%PointLift
CTR (%)
-60
-40
-20
0
20
40
60
80
100
0 2 4 6 8
%PointLift
CTR (%)
38
CORRELATION IS LESS THAN 1%
Source: Nielsen BrandEffect meta-analysis of 478 online global campaigns that ran between Oct 2014 – April 2015

39. Source: Facebook Marketing Science, internal data, US Mobile News Feed, 28 day average, July, 2016 39
Focusing on the wrong metrics costs advertisers
more
Clicky users are
5.5xmore expensive than
the 50% of users
that are least clicky
Facebook media cost distribution for US mobile News Feed
USER CLICKINESS

40. How do Reach & Frequency relate to marketing goals?
AWARENESS
INTEREST &
CONSIDERATION
INTENT
ACTION
BROAD REACH,
LOWER
FREQUENCY
MORE TARGETED
REACH,
HIGHER FREQUENCY

41. Why reach matters
Learn more: https://insights.fb.com/2016/06/28/reach-matters-driving-business-

42. Using the right frequency
Learn more: https://insights.fb.com/2016/07/21/effective-frequency-reaching-full-

43. 21
Buying Method: Reach & Frequency Tool delivers
guaranteed reach and frequency for you
Source: Facebook, Sample campaign estimation in Reach & Frequency Tool

44. Source: Placeholder text.
Objectives that will drive the right metrics for your brand
initiatives
Brand Awareness Video Views Reach
KPI Estimated Ad Recall Video Views Reach
Introduction
Unique
Features
Brand Awareness optimizes
towards signals that
indicate that people will pay
more attention to your
advert
• Quality Reach: Reach
people who are more
likely to pay attention
• Relative Attention:
Optimization is relative to
each user on Facebook
• Real Time Ad Recall
Metrics
Video Views Objective
optimizes towards video
views.
• Simple Reporting of
Video Views: Reach
people who are more
likely to pay attention
• Access to Audience
Network Placements
Optimizes towards the
highest reach per dollar.
• Maximizes Level of
Reach per dollar
• Achieving the Lowest
CPM

45. Brand Awareness Optimization drove 60% higher ad
recall
than Page Post Engagement

46. Chewing is yeah
Air Action Vigorsol
​The italian chewing gum brand, thanks to Facebook and the brand awareness optimization option
succeeded in reaching a broader audience as well as increasing the brand awareness.
​+14pts
​ lift in Ad Recall
​+6pts
​lift in Brand Awareness
“The aim of Air Action Vigorsol Campaign was to drive fame to the
brand’s new positioning and to its new testimonial, the Koala.
Facebook had a crucial part in this strategy as gave us the possibility
to significantly increase the campaign reach, making our brand talk
effectively to a broader audience and above all communicating to
light TV viewers, a very difficult target to be in contact with.”
​ MARCO SEREGNI, COMMERCIAL DIRECTOR - PERFETTI ITALIA
​17%
​Incremental Reach

47. We are building an immersive feed for everyone
47
VERTICAL
VIDEO
SOUND ON
TESTING
AUTO
EXPAND
WATCH & GO

48. 48
Video ads in feed
build brands
Cinemagraph
1:1 Square Video
Short duration video
Gif Videos
Video Carousel
Cinemagraph
Gif Video
jellyskateboards
LEARN MORE

49. Video remarketing
• Reach view viewers with another message

50. A cool campaign with magical results
AXE Poland
​The men’s grooming range increased brand awareness with its empowering message of individuality
and a cinematic video campaign for the small screen.
​7.5%
​increase in ad awareness
5.7%
​increase in message association
​73%
​lower cost per reach than other
online channels
“Measuring the AXE campaign’s performance has shown us that Facebook
and Instagram are the most precise channels with which to improve AXE’s
brand perception among young men, proving a measurable impact on key
performance indicators such as brand awareness and message
association.”
​ MARTA CZARNECKA
​ HEAD OF MEDIA POLAND & BALTICS

51. 03
Creative considerations
for mobile

54. No message.
No brand.
No positive reveal.

55. Making mobile marketing great
for people and marketers
means breaking rules

56. Creative considerations for mobile
Play
more
Frame
your visual story
Capture
attention quickly
Design
for sound off

57. Start with your most captivating
elements
Put your hero front and center
Incorporate brand identity early
C a p t u r e
a t t e n t i o n q u i c k l y
Use engaging post copy

58. 58
3
1
4
2

59. A B S O L U T V O D K A
Incorporate Brand
Identity early

60. Tell your story visually
Use text and graphics to help
deliver your message
Try captions
D e s i g n f o r
s o u n d o f f

61. D R E A M W O R K S - K U N G F U P A N D A
Text overlay

62. D e s i g n f o r
s o u n d o f f

63. Explore different frames
Highlight key elements
Create visual surprises
F r a m e y o u r
v i s u a l s t o r y

64. of the time we hold and use our phone vertically

66. Experiment to learn
Be as short as it can be, and
as long as it needs to be
P l a y m o r e
Push the boundaries

67. H O N D A C I V I C
Framed for mobile
Visual surprises
67

68. M C D O N A L D S ( B R A Z I L )
Experiment w/
visual rhythm
68

69. (w/ text overlay)
O R I G I N A L T E L E V I S I O N C R E A T I V E
69

70. M O B I L I Z E D
creative in
mobile feed
70

71. Cut down to single vignette
that starts with engaging
initial image of smiling
couple facing viewer to grab
attention
Resized to square to
increase visibility in feed
environment
Moved brand mention 25
seconds earlier
Both versions had supers to
clearly convey juxtaposition of
marriage and divorce and
“every dish, every time”
message without sound
W H A T W E D I D
71

72. +7pts. vs. TVC
(42% more people)A D R E C A L L
+8pts. vs. control
(TVC had no significant increase)
B R A N D F A V O R A B I L I T Y
+68% vs. TVC3 S E C O N D V I E W
+136% vs. TVC1 0 S E C O N D V I E W
+103% vs. TVC5 S E C O N D V I E W
S I M P L E , F A S T O P T I M I Z A T I O N S
72

73. PŘÍPADOVÉ STUDIE
Pavla Korenčíková, Jiří Jakl

74. JAK JSME OSLOVILI
VÍCE UŽIVATELŮ
ZA NIŽŠÍ CENU
GrandOptical

76. Testování kampaně na BRAND AWARENESS vs. kampaně na SBĚR FANOUŠKŮ (starší
řešení).
CÍL TESTU
Zvýšit dosah u relevantní cílové skupiny a rozšířit tak povědomí o značce.
CÍLOVÁ SKUPINA
Ženy 18+ se zájmy o brýle.
FORMÁTY REKLAM
Sběr fanoušků – statické bannery.
Brand Awareness – video, statické bannery, videoprezentace.
ZVÝŠENÍ DOSAHU ZMĚNOU ÚČELU

77. KREATIVY
SBĚR FANOUŠKŮ

78. KREATIVY
BRAND AWARENESS

79. Kampaň na Brand Awareness si vedla ve všech sledovaných ukazatelích výrazně lépe
než kampaň na Sběr fanoušků.
Pokles CPM Pokles ceny za akciPokles ceny za dosah
VÝSLEDKY
77,56 % 59,18 % 99,1 %

80. JAK JSME ZVÝŠILI
POČET INTERAKCÍ
A MÍRU ZHLÉDNUTÍ
Rezidence Modřanka

82. Testování kampaně na BRAND AWARENESS vs. kampaně na KLIKNUTÍ NA WEB
(starší řešení).
CÍL TESTU
Zvýšit počet interakcí při zachování stávajícího rozpočtu.
CÍLOVÁ SKUPINA
Rozšíření o lookalike publika, zhlédli video, top 5 % uživatelů na webu.
FORMÁTY REKLAM
Video s proklikem na web.
ZVÝŠENÍ INTERAKCÍ ZMĚNOU ÚČELU

83. KREATIVY

84. Kampaň na Brand Awareness zaznamenala výrazně lepší výsledky než kampaň
na Kliknutí na web.
Pokles CPV Zvýšení interakcí s reklamou
Zvýšení míry zhlédnutí
VÝSLEDKY
78,94 % 700 % 135,42 %

85. KAMPANĚ ZA
ÚČELEM ZVÝŠENÍ
KONVERZÍ
Pavel Tekel

86. Driving sales results with
Facebook

87. Today’s conversation
Consumer behavior01
Elements of performance on
Facebook02
Choose the right objective03
04 Don’t forget to measure

88. Source: 1) Forrester, “The Hidden Power of Mobile,” Nov 2016; 2) eMarketer, “Even During TV Time, Digital Devices Play Prominent Role,” May 2016;
8
8
Midnight6:00 7:30 9:00 10:30 Noon 1:30 3:00 4:30 6:00 7:30 9:00 10:30
Wake up and
get ready
Eat dinner
with
friends
Watch
Netflix
Grab Starbucks
Drive to work Read Buzzfeed Call best friend
Join a
conference
call
Eat breakfast
Lights
out
Shopping
with friends
Chec
k
email
s
Eat lunch
68%
of people
access
mobile while
watching TV
of people
access
mobile while
shopping
69%
Start a meeting
The Cross-Device Consumer

89. Source: 1) US Census, Quarterly Retail eCommerce Sales, May 2016 Note: Data includes retail, auto and CPG. It does not contain food, travel or finance industries; 2) Deloitte Digital, The New Digital Divide,
September 2016 89
Mobile’s influence extends beyond online sales
92.2
%
of purchases are
made in stores1
66%
of those interactions
are on mobile2
56%
of store purchases are
influenced by digital
interactions2

90. 90
The consumer journey is fragmented
across devices and channels
Sees ad for
headphones
on mobile
Browses for
new headphones
on laptop
Adds product
to shopping cart
on tablet
Purchases
headphones
on laptop
Purchases
headphones
in store

91. DR Solutions
basics

93. Who are you really competing against in newsfeed?

94. Opportunity for a desired
outcome is the selector
for both paid and
organic
1600 stories
Hundreds of
factors
considered
inc 3rd,
off/online data

95. How can I improve my relevance?
1. Be specific with your targeting
2. Consider your ad's image AND message
3. Refresh your ad
4. Learn from testing
5. Avoid using offensive and misleading content

96. Facebook
Pixel

97. Easier than ever to measure and
optimize for online sales
• Simplified pixel creation and placement
• Allows track events which are important for
success
• Create Custom and Lookalike Audiences to
reach people most likely to take your desired
action
THE FACEBOOK PIXEL

98. Target the
right people

99. ​Find your best customers
​Custom
Audiences
​Website Custom
Audiences

100. 100
Time for more traffic
​The German furniture and home décor search portal
reduced its cost per conversion by almost 25% by
using advanced website Custom Audiences to drive
high quality traffic to its partner sites.
​22%
​Lower cost per
acquisition
​16%
​Boost to click-
through rate
Moebel.de
​16%
​Lower cost per
click

101. ​Find your best new customers
​Lookalike
Audiences

102. 102
Cottoning on the power of targeted ads
​This Welsh jeans brand used Custom Audiences and
Lookalike Audiences to grow its business by finding
and reaching more of the right customers, achieving a
huge increase in turnover.
​5x
​Increase in ROAS
​40%
​Increase in daily
turnover
Hiut Denim
Source: Facebook case studies – Rosetta Stone Mar 2015

103. ​Targeting that offers high reach and precision
​Core Audiences
Demographics Location Interests Behaviors

104. Placement
optimization

105. You can reach
people where
they spend
their time,
across the
Facebook
family
2Bmonthly active people1
700Mmonthly active people2
1000sof great apps and
websites
›20%
time spent on mobile3
6%
additional time spent
on mobile3
105Source: 1) Facebook internal data, 2017; 2) Instagram internal data, Dec 2016; 3) US ComScore data, Media Metrix June 2015

106. Avg. cost per
outcome: Facebook
only
Avg. cost per
outcome:
Facebook,
Instagram and the
Audience Network
Costperoutcome
Time Elapsed
Tip 6Choose the right placements

107. INSTAGRAM STORIES
Instagram is now the easiest
way
to share all your photos and
videos –
from the epic to the everyday

108. Sponsored
Reuniting Buyers with their Abandoned Carts
82%
DECREASE IN COST
PER PURCHASE
200X
RETURN ON AD
SPEND AMONG CART
ABANDONERS
36X
RETURN ON AD
SPEND AMONG
WEBSITE VISITORS
“Whether or not we could drive direct sales through Instagram
was an open question for us, but the results we saw from our
Instagram dynamic ads campaigns has proven that it is not
only possible, but an essential way for us to reach our
most engaged customers.”
NEIL FOLGATE
DIRECTOR OF DIGITAL MARKETING AND SEM
iHerb Inc.
iherb
iherb Paradise Herbs, ORAC-Energy Greens, 15 Packets,
6 g Each
Shop Now

109. SHOW YOUR ADS ACROSS HIGH QUALITY APPS & SITES

110. +12%
​Increase Online Conversion when
campaign run on Facebook and Audience
Network vs. Facebook and Instagram only
Source: https://www.facebook.com/business/news/audience-network-update
+17%
​Increase App Installs when campaign run
on Facebook and Audience Network vs.
Facebook and Instagram only
Facebook and AN increase performance

111. 111
Reaching a global fitness audience
​“Adding Audience Network has enabled us to scale further and expand
Facebook’s already unparalleled reach at a similar return on ad spend. We are
now leveraging Audience Network for all of our Facebook campaigns.”
​Thomas Petit, Head of Growth, 8fit
​10.5%
​Increase in mobile app
installs compared to
Facebook alone
​6.6%
​Increase in in-app
sales compared to
Facebook alone
8fit
Source: Facebook case studies – 8fit
Mobile app install
​3.6%
​Lower cost per install

112. ​Choose the right
objective
112

113. No
.
113

114. Acquire interest for your business, products and
services
Lead generation
Lead Ads
114
INSTAGRAM
NEW

115. 115
Lead Ads for maximize results
Follow up
promptly
Personalize your
response
Communicate
frequently

116. A strategy that leads to thousands of test-drives
Mercedes-Benz ME - Lead Ads
​Mercedes-Benz used Facebook’s innovative lead ads to generate thousands of test-drives, at a cost of
just $3.22 per lead.
​4.9M
​users reached
​10.5k
​test-drives requested (leads)
​$3.22​cost per lead
"With such a huge majority of people consuming content on-the-go, we needed a
solution that would provide a quick and privacy-safe way to register for a test drive.
Facebook's Lead Ads offered our target audience a seamless experience across
devices and outperformed all the other forms of lead generation and test drive
registration on digital, making Mercedes-Benz Cars Middle East the first automotive
brand in the region to do so.”
​ ALI KHERALLAH
​ BRAND MARKETING MANAGER, MERCEDES-BENZ CARS MIDDLE EAST.

117. 117
Automatically retarget relevant
products to drive sales with Dynamic
Ads
Dynamic
Product Ads

118. Automatically promote your entire catalog

119. to boost demand and sales
Dynamically match the right product to the right person
Target people who have been
to your site or app to
generate sales
Expand your dynamic ads to
reach beyond your website or
app visitors to generate demand
NEW

120. 120120
The online eyewear company used dynamic ads to retarget
customers who had visited its website, increasing its monthly
sales by 40%.
​Coolwinks.com wanted to encourage people to quickly make a purchase after visiting its website. It
used dynamic ads to retarget customers while the product was still fresh in their minds. By showing
them the products they were already interested in, the brand achieved a tremendous 40% increase in
monthly sales.
64%
lower cost per acquisition
Retargeting with a clear focus
​98%
​improvement in return on ad
spend
​40%
​increase in monthly sales
“As a marketing tool, Facebook is simply incredible. It helped us reach a wider audience, build
a new customer database and re-engage our existing customers to achieve big sales
numbers. One solution that yielded strong results for us is dynamic ads, which helped us
boost sales by retargeting our website audience using dynamic content.”
Manish Kumar
ASSOCIATE DIRECTOR, MARKETING, COOLWINKS.COM

121. ​Introducing Collection
F I N D I T I N - F E E D
Harness the
power of photo
and video
FA L L F O R I T I N F U L L -
S C R E E N
Fast-loading with
browsing capabilities
V
V

122. 122Source: https://www.facebook.com/business/success/sport-chek-3 122
To promote winter-related gifts, the Canadian
sporting equipment and apparel retailer chose the
collection ad format, which uses rich visuals that
link shoppers directly to products on mobile.
Sport Chek Success Story
​The sporting retail giant wanted to creatively promote gift ideas to drive
holiday sales online via mobile. The collection ad opened with an animation of
winter coats and shoes in the mobile News Feed. From there, people clicked
into a fast-loading, full-screen experience where they could instantly browse
through a wider range of products.
​1.9x​Increase in
conversion rate.
​46%
​Lower cost per
conversion.
​28%
​Increase in online
sales.

123. Don’t forget
to measure

124. Source: Placeholder text. 124
Cookies alone distort
results
Metrics like clicks aren’t a
good proxy for results
Last-click
attribution can
miss
Models like last-click
attribution can
inaccurately value your
touch points
Sources: 1: Atlas Internal Data, May, 2016; 2: Nielsen Digital Ad Ratings through September, 2016; 3: comScore and Starcom USA, “Natural Born Clickers” 4: Median figures across 136 Facebook Conversion Lift studies in all
industries except telecomm, May 15–Aug 27, 2015, with at least two weeks of data, positive and statistically significant incremental pixel-based conversion events, only campaigns including FB conversion pixel. Figures not shown by
event type: 24-hour click models miss 6% and 24% of lead generation and registrations respectively. “Higher mobile ad spend” refers to campaigns with mobile share of impressions >68% (median)
58%
Overstatement of reach1
135%
Understatement of
frequency1
51%
Accuracy in broad age &
gender targeting2
90%
Of people who could buy
your product don’t click
on your ads3
22%
Of incremental
revenue could be
misattributed due to
last-click models4
54%
could be misattributed
when mobile spend is
high
Poor measurement misleads marketers

125. 125
Shifting to methods that matter in
our cross-everything world
Shift from cookies 
people
Shift from clicks & engagement 
in-store visits, sales, ROI
Shift from last-click attribution 
omni-channel multi-touch
attribution
Measure Metrics That MatterCompare Across EverythingFocus on People

126. How Facebook Offline Conversions works
Multiple Integration
Points:
• Point Of Sale
• CRM Data
• Direct upload
Real time reporting on sales
from:
• Store sales
• Call Centers
• Deferred Payments
Securely encrypted and
hashed:
• Data transfer via API
• Direct upload through
Business Manager
Custom Audiences
Lift Tools
Ads
Reporting
Jasper’s Boutique
$79.99
TOTAL: $102.51
$
xx.xx
$
xx.xx
126

127. 127Source: https://www.facebook.com/business/success/michael-kors-2 127
The luxury fashion brand used offline conversions
to measure the impact of its Facebook ads.
Michael Kors Success Story
​Michael Kors collaborated with Facebook, as well as Facebook Marketing
Partner SocialCode, to develop a full-funnel campaign. Using a combination
of link ads and carousel ads, the fashion brand drove traffic to its physical
stores, and then used offline conversions to measure the impact its ads had
there.
​33%
​Increase in
attributed return on
ad spend.
​31%
​Increase in
attributed
transactions.
​25%
​Increase in
attributed revenue.

128. PŘÍPADOVÁ STUDIE
Pavla Korenčíková

129. JAK JSME ZVÝŠILI
POČET TRANSAKCÍ
A SNÍŽILI PNO
M&K BYTOVÝ TEXTIL

131. Nasazení kampaní za účelem ZVÝŠENÍ KONVERZÍ a DYNAMICKÝ REMARKETING za
účelem poklesu PNO.
CÍL KAMPANĚ
Zvýšit počet transakcí na web.
CÍLOVÁ SKUPINA
Muži i ženy v ČR, věk 18+.
FORMÁTY REKLAM
Single Ads.
Carousel Ads.
VYUŽITÍ KONVERZNÍCH FORMÁTŮ

132. KREATIVYKREATIVY
SINGLE ADS

133. KREATIVY
CAROUSEL ADS

134. 0%
5%
10%
15%
20%
25%
30%
35%
40%
1. 2. 3. 4. 5. 6. 7. 8.
VÝSLEDKY
POKLES PNO PO TÝDNECH

135. VÝSLEDKY
POKLES CPA PO TÝDNECH
0 Kč
50 Kč
100 Kč
150 Kč
200 Kč
250 Kč
300 Kč
1. 2. 3. 4. 5. 6. 7. 8.

136. Pokles PNO
57,43 %
Týden 1. 2. 3. 4. 5. 6. 7. 8.
PNO* 27,39% 29,69% 35,23% 27,27% 26,57% 16,91% 11,08% 11,66%
CPA** 197 Kč 233 Kč 234 Kč 243 Kč 188 Kč 126 Kč 111 Kč 92 Kč
* PNO = náklady (spend bez správy) / obrat
** CPA = náklady (spend bez správy) / transakce
VÝSLEDKY
Pokles CPA
53,29 %

137. PANELOVÁ DISKUZE
Pavel Tekel, Pavla Korenčíková, Jiří Jakl
Moderuje Michael Koch

138. Thank youThank you