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SEND16 WEBINAR | Facebook Custom Audience

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FACEBOOK CUSTOM AUDIENCE INTEGRATE CON CONTACTLAB: 
massimizzare le performance delle comunicazioni ai clienti. Nel webinar è stato approfondito l'utilizzo delle Facebook Custom Audience in sinergia con le attività di customer engagement. Special Guest: Paolo Picazio
Manager, Partner and Ecosystem Development SEMEA di Facebook

Published in: Marketing

SEND16 WEBINAR | Facebook Custom Audience

  1. 1. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. FACEBOOK CUSTOM AUDIENCE INTEGRATE CON CONTACTLAB: massimizzare le performance nelle comunicazioni ai clienti
  2. 2. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. WELCOME Lisa Molteni, Digital Strategist
  3. 3. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. DI COSA PARLEREMO OGGI? • Learn: cosa sono le Custom Audience e come utilizzarle attraverso le best practice di mercato • Experience: una dimostrazione pratica di utilizzo delle Custom Audience dalla piattaforma di ContactLab • Ask: Q&A session con gli esperti di Facebook e ContactLab
  4. 4. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  5. 5. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  6. 6. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  7. 7. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  8. 8. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  9. 9. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  10. 10. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  11. 11. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  12. 12. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  13. 13. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  14. 14. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  15. 15. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  16. 16. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  17. 17. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. COSA SONO LE CUSTOM AUDIENCE E COME UTILIZZARLE
  18. 18. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. LA CUSTOMER JOURNEY DI OGNI INDIVIDUO È COMPLESSA E NON LINEARE ECOMMERCESMS CUSTOMER CARE WEBSITEEMAIL STORE SOCIAL
  19. 19. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. QUINDI LA STRATEGIA DI CONTATTO DEVE ESSERE MULTI-CANALE EMAIL PUSH NOTIFICATIONS SMS ADV VIA CUSTOM AUDIENCE
  20. 20. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. OGGI CI CONCENTRIAMO SULLE FACEBOOK CUSTOM AUDIENCE Una delle modalità di targeting di Facebook che consente di includere o escludere, dalle campagne Facebook ADV, un segmento di utenti presenti nel database utenti di un inserzionista. ADV VIACUSTOM AUDIENCE
  21. 21. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Utenti in database PER ESPLORARE LE POTENZIALITÀ DI TARGETIZZARE GLI UTENTI IN DATABASE PRESENTI ANCHE SU FACEBOOK Utenti Facebook 3 modalità Campagne di inclusione Campagne di esclusione Campagne look alike
  22. 22. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. COMINCIANDO DAGLI OBIETTIVI • Massimizzare le performance di una campagna • Incentivare l’acquisto di un prodotto/servizio • Promuovere prodotti e servizi a chi ha effettuato un acquisto • Creare un dialogo con gli utenti meno attivi su un canale diverso • Acquisire nuovi utenti in database • Massimizzare la copertura delle campagne • Ampliare la visibilità del brand DEMAND GENERATION AWARENESS CONVERSIONI - VENDITA UP-SELL / CROSS-SELL ENGAGEMENT CRESCITA DATABASE BRANDING / VISIBILITÀ
  23. 23. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. COME FUNZIONANO IN PRATICA LE CUSTOM AUDIENCE? Attraverso l’integrazione con Facebook, la piattaforma ContactLab è in grado di creare custom audience partendo dai dati presenti in un database utenti ContactLab (o porzione del database). Dati di contatto utilizzabili: • indirizzi e-mail • numeri di telefono cellulare Create Match Use match look-alike audiences your email database inclusion/exclusion targeting sasha.mclean@email.com john.smith@email.com natalie.jones@email.com mike.burns@email.com stephanie.cole@email.com
  24. 24. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. QUALI BENEFICI PER CHI UTILIZZA LA DIGITAL MESSAGING SUITE DI CONTACTLAB? Con un solo click, direttamente dalla piattaforma è possibile importare i contatti in Facebook Gestione in completa sicurezza I database con i contatti sono protetti e mantenuti isolati. Lo scambio dei dati tra la piattaforma e Facebook avviene utilizzando degli hash in modo da non inviare nessun dato personale degli utenti. Da una interfaccia Dalla piattaforma ContactLab è possibile: • Selezionare dalla piattaforma il database o un cluster • Creare la Custom Audience e visualizzare la numerosità degli utenti presenti su Facebook • Esportare la Custom Audience nel profilo Advert Manager in Facebook
  25. 25. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. LA CUSTOMER BASE, IL NOSTRO PUNTO DI PARTENZA Per individuare segmenti da usare per creare una custom audience: …basata su: • i dati anagrafici • le preferenze • il comportamento d’acquisto • l’interazione con il canale email
  26. 26. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. SEGMENTI PER UNA CUSTOM AUDIENCE: ESEMPIO LIVELLO ENGAGEMENT 8 segmenti definiti in base a: recenza della registrazione recenza di contatto livello di attività (open, click) ALTOBASSONULL NULL BASSO ALTO ALTO BASSO ENGAGED DISENGAGEDDORMANT FRESH INTERESTED INACTIVE INACTIVE NEW Activity Recency OFF Contact recency 2 3 5 1 4 6 7 8 recenza dell’attività
  27. 27. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. ANALISI DEI RISULTATI: I KPIs PRINCIPALI Open Rate ClickTOR Click rate Views Clicks Interaction with post (likes, shares, follows…) N. Conversioni N. ordini Revenue generate N. Nuovi utenti % crescita database Emails Facebook Ads Core Cross
  28. 28. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. La composizione della tua audience su Facebook e rispetto alla popolazione Facebook La attività del tuo audience su Facebook e rispetto alla popolazione Facebook Le pagine preferite e i loro interessi ANALISI DEI RISULTATI: INFORMAZIONI SULLA CUSTOM AUDIENCE 1 2 3
  29. 29. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. FACCIAMO QUALCHE ESEMPIO PRATICO
  30. 30. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. #1 AUMENTARE LE PERFORMANCE DI UNA CAMPAGNA EMAIL+ PUSH LA STRATEGIA EMAIL + PUSH NOTIFICATIONS La strategia Campagne di inclusione: • sui non opener • su opener non clicker KPI • Open rate • Click rate • Views • Conversioni ADV VIA CUSTOM AUDIENCE
  31. 31. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. #2 PROMUOVERE NUOVI SERVIZI AMPLIANDO IL TARGET AUDIENCE EMAIL+ PUSH LA STRATEGIA ADV VIA CUSTOM AUDIENCE La strategia Campagne di inclusione + look alike: • su chi ha partecipato a Send nella breakout «Give your Customer Relevance» • su utenti con le stesse caratteristiche del cluster DB KPI • Utenti registrati EMAIL
  32. 32. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. #3 AMPLIARE LA CUSTOMER BASE EMAIL+ PUSH LA STRATEGIAADV VIA CUSTOM AUDIENCE La strategia Campagne di inclusione e look- alike: • partendo dal segmento di utenti destinatari della newsletter KPI • Nuovi utenti che hanno compilato il form NEWSLETTER
  33. 33. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 33 GRAZIE SEGUICI Lisa Molteni, Digital Strategist lisa.molteni@contactlab.com www.contactlab.com Giorgio Cantoni, Head of Customer Service giorgio.cantoni@contactlab.com

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