Gessica Bicego – La comunicazione su Facebook ai tempi della decadenza

transcript

LA COMUNICAZIONE AI TEMPI DELLA DECADENZA: STRATEGIE DEI BRAND SU FACEBOOK DOPO IL SUO APICE

GESSICA BICEGO

BRAND COMMUNICATION IN THE POST-DIGITAL WORLD

SUMMARYFACEBOOK TRENDS!THE ART OF WAR!REAL TIME!FACEBOOK ALGORITHM!PAID MEDIA!!

YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

FACEBOOK IS TRENDY

BEST PRACTICEDON’T TALK ABOUT YOURSELF!COPY IS THE KING!PLAN EVERYTHING IN ADVANCE

WELCOME BACK TO THE PRODUCT ERA

COPY IS NOTHING WITHOUT GRAPHICS

YOU CAN’T PREDICT EVERYTHING

THE ART OF WAR

HAVING A FACEBOOK PAGE IS NOT A STRATEGY

IMAGINE THE STORIES YOU WANT TO TELL TO YOUR CLIENTS!!UNDERSTAND YOUR TARGET!!DEFINE GOALS AND KPIs!!!

1. BRAND

2. TARGET

3. SCENARIO

OUTPUT: !

1. #coreconcept!2. goals!3. social infrastructure!!!

OUTPUT FACEBOOK !

REAL TIME MARKETING

“ON THE FLY” PERFORMANCES

TAKING ADVANTAGE OF EVENTS AND TRENDS TO INCREASE THE VISIBILITY

SCHEDULED

EVENTS

TRENDS

REAL TIME MARKETING IS ALSO…

FACEBOOK ALGORITHM

FACEBOOK “JUST” UPDATED ITS ALGORITHM. !

WHAT’S NEW?

1. STORY BUMPING

BRINGS UP IN THE NEWSFEED THE POSTS WITH HIGH INTERACTIONS. THIS IS WAY WE CAN SEE POSTS PUBLISHED WHILE WE WEREN’T CONNECTED.

2. LAST ACTOR

THE ALGORITHM KEEPS TRACK OF INTERACTION’S HISTORY, GIVING MORE RELEVANCE TO THE LAST 50 ACTIONS DONE ON FACEBOOK.

3. CHRONOLOGY BY ACTOR

DURING LIVE EVENTS WE CAN SEE DIFFERENT CONTENTS IN THE ORDER THEY WERE PUBLISHED.

SO WHAT?

1. POSTS WITH LOW INTERACTIONS IN THE FIRST HOURS QUICKLY DIE.!

2. SIGNIFICANT DROP OF REACH RATE FOR POSTS.

THE NEW ALGORITHMYOUNG DIGITAL LAB 13 GIUGNO 2014

MILANO

IS THE FOCUS TO SHOW MORE HIGH QUALITY CONTENT?

PAID MEDIA: FACEBOOK ADS

FACEBOOK IS A PAID MEDIA. !

PEOPLE ON FACEBOOK ARE EARNED MEDIA.

DEFINITION OF ADS:“Ads are paid messages coming from businesses. They are the voice of the marketer”

UN GRAN BEL TITOLO GRANDE.

TESTO NORMALE

I CAN DO IT

EVERYBODY NEEDS A FACEBOOK (ADS) STRATEGY

1. WHY

2. WHEN

Lancio

Applicazione

Concorso Offerta

Sviluppo fan base

Supporto alla viralizzazione

Incremento dell’hype

Aumento della reach

3. HOW

Geografico Anagrafico

InteressiConnessioni

PaeseCittà

IP-based

FanNon-fan

Amici dei fan

Sesso/età

Preferenze sessuali

Situazione sentimentale

Lingua

Musica

Programmi TV/Film

Pagine/Gruppi

Professioni

Open Graphs Actions Targeting

Custom Audiences

4. WHAT

5. WHERE

Desktop Newsfeed, Mobile Newsfeed, Right Column

NOTE #1

NOTE #2A/B Test with different targets!and creativity.

Campaign

Ad Set Ad Set

Ad Ad Ad Ad

NOTE #3Use tracking tools and code such as Facebook Conversion Tracking Pixels.!!!!!!!!!This is the only effective way to measure ROI.

NOTE #4Organic and Paid!!!!!!!!!

DOs AND DON’Ts

GRAZIE! !@minigloo gessica.bicego@youngdigitals.com

GESSICA BICEGO

BRAND COMMUNICATION IN THE POST-DIGITAL WORLD

Gessica Bicego – La comunicazione su Facebook ai tempi della decadenza

Marketing