swc2017 david lorentzen_slides
TRANSCRIPT
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#SCW2017
ADVERTISING – GET BACK TO THE BASICS
How to support good ol’ communication skillswith the clever use of targeting and retargeting
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BEFORE YOU
YOU SHOULD KNOW WHO IS LISTENING
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THE CIRCULAR COMMUNICATION MODEL
ENGAGE PEOPLE
DEFINE YOUR
AUDIENCE
CREATE CONTENT
GENERATE DATA
START OVER
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EXAMPLE:
HOLIDAYTake your family on a holiday they will never forget!
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THE TYPICAL AUDIENCE DEFINITIONMen and women, who are also parents with childen 03 to 18 years old
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THE HAPPY FAMILY
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NOTHING LASTS FOREVER….
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THE FORGOTTEN AUDIENCE 1/2Women who are: 1) parents with childen 03 to 18 years old and
2) single
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SINGLE MOTHER
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THE FORGOTTEN AUDIENCE 2/2Men who are 1) parents with childen 03 to 18 years old and
2) single
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SINGLE FATHER
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KNOW YOUR TARGETING OPTIONS
There’s no chicken and eggdilemma here:
Audiencealways comesbefore content
t
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LIKES ARE GOOD BUT
IS MUCH BETTER
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THE CIRCULAR COMMUNICATION MODEL
ENGAGE PEOPLE
DEFINE YOUR
AUDIENCE
CREATE CONTENT
GENERATE DATA
START OVER
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START BUILDING LASTING RELATIONS
So much time is spend trying to create – and hope for - the next viral hit.
So little time is spend on what social media used to be about: Laying the foundation for real, long-lasting engagement.
Retargeting is probablythe most annoying
thing ever invented. Unless usedintelligently.
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RETARGETING - THE FACEBOOK PIXEL
$$
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THE FACEBOOK PIXEL
The pixel sends information to your ad account:
1) The user’s Facebook user ID
2) The URLs visited
3) The number of days since the visit
The information is stored on your ad accountfor up to 180 days
t
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YOUR TO-DO LIST:
• Go to your ads manager
• Create an audience based on website traffic
• Place the Facebook Pixel on all pages of your website
• Use Facebook Pixel Helper (Google Chrome extension) to check that your pixel works correctly
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EVERYONE WHO HAS VISITED THE WEBSITE
r
This is the largest audience you can get from your website:
Everyone who visited a URL containing your domain name -within the last 180 days
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EVERYONE WHO HAS READ THE BLOG
r
This rule creates an audience of everyone who read any blogpost on the KOMFO blog within the last 90 days
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EVERYONE WHO HAS VISITED THE WEBSITE, BUT NOT THE BLOG
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Audiences can be included and excluded.
In this example we are targeting those, who have visited komfo.com, but haven’t read the blog (at least not the last 90 days)
Let them know it exists!
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GROWING YOUR FANBASE: ARE YOU STILL FISHING IN DEPLETED WATERS?
Like ads targeting an audience defined by interests and demographics will very oftenresult in expensive and irrelevant fans.
The times whenFacebook users whereeager to become your
fan are over
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THE BEST LIKE CAMPAIGN. EVER.
e
Targeting:
+ Web visits (7 days)
- Web visits (1 day)
- Exsisting fans
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REMEMBER ALL THE OTHER AUDIENCES
• Video audience
• Custom audience from email
• Post/ad engagement audience
• Website custom audience
• Lead form audience
• Canvas audience I short: Targetcleverly, do your
content accordinglyand remember tofollow up by using
your data!
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Q & A