livextension a smx milan 2014: facebook for business & other paid social media opportunities
DESCRIPTION
L'intervento di LiveXtension all'edizione 2014 di Search & Social Media Marketing Expo. Focus sui numeri dei social media in Italia e su tutte le opportunità di comunicazione a pagamento, su Facebook, Twitter e non solo.TRANSCRIPT
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SMX Milan 2014
Facebook for Business & Other Paid Social Media Opportunities 13 novembre [email protected]
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Italian Internet audience
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Italian Internet audience
http://livextention.wordpress.com/2014/10/30/la-nuova-star-dell-universo-social-italiano-e-instagram/
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Rising stars
Whatsapp: a gennaio 2014: 5.634.191.000 A luglio vicina ai 7 miliardi. A settembre superati 8 miliardi di minuti
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Possibili novità a breve
Kleiner Perkins Caufield Byers Internet Trends:http://www.kpcb.com/internet-trends
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Perché fare pubblicità su Facebook
Obiettivi Facebook Ads:
24 milioni di italiani, oltre l’84% del totale dell’audience, indifferentemente su web e mobile. In media passano su Facebook oltre 12 ore al mese
Pubblicità buona per tutti gli usi Native advertising
Le opzioni di targeting più ricche rispetto a qualunque altra piattaforma
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http://trendwatching.com/trends/post-demographic-consumerism/
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L’evoluzione del targeting su FB
Sempre più informazioni, sempre più dati e statistiche disponibili, sempre più opzioni per identificare il pubblico
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Cambiamenti continui
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Giocare con i target: “chi lavora in una determinata azienda”
Un Promoted Post da mostrare a tutti coloro che lavorano per Moncler
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Le ottimizzazioni possibili
La gamma di azioni che si possono considerare come KPI e sulle quali le campagne sono ottimizzabili è sempre più vasta
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Il focus sugli obiettivi: in comune a Facebook e Twitter
http://www.agorapulse.com/blog/twitter-ad-framework
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Local Awareness
https://www.facebook.com/business/a/local-awareness
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Facebook Video Advertising
§ Possibilità di gestire la campagna con gli obiettivi di reach & frequency
§ Monitoraggio continuo del minutaggio visualizzato
§ Costi convenienti grazie all’espansione organica della reach => effetto dell’engagement dell’audience con Like e Commenti
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Facebook Video Metrics
§ Facebook mostra un focus crescente sui video, premiati sulla piattaforma “editoriale” (in particolare quando sono “nativi” su FB), e oggetto di costanti migliorie per il loro utilizzo in advertising
§ Guerra a YouTube? https://www.facebook.com/business/news/Coming-Soon-Video-Metrics
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Lavorare con le API di Facebook Advertising: le campagne multi-prodotto e le nuove custom audience
https://www.facebook.com/business/news/Multi-Product-Ads-and-Enhanced-Custom-Audiences-from-your-Website
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Nuove opzioni di targeting anche su Twitter https://support.twitter.com/articles/20170403
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Giocare con i target: “I potenti del mondo” Twitter usernames listlist
Twitter IDs
Un Promoted Tweet per Obama & Co.
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La pubblicità sugli altri social
• Pinterest e Instagram stanno testando Sponsored contents, che potranno avere grandi potenzialità
• Verosimilmente, Pinterest => Direct Response; Instagram => branding
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Linkedin § Grandissime capacità di targeting e selezione
del pubblico § Sponsored updates (mutuato da Facebook) § Attenzione a riservargli troppe aspettative
come un conveniente canale direct response per il b-to-b
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Google+ § Potenzialità
nell’integrazione e nel rinforzo di altre attività di advertising Google-based (es.: promozione YouTube video; promozione local business)
http://www.google.com/+/brands/ads.html
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Slideshare
§ Ad Content Unit da veicolare tramite la piattaforma Ads di Linkedin
§ Lead generation option (LeadShare)
§ Nuove possibili funzionalità nell’immediato futuro
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Guida all’uso della pubblicità sui social
Cosa definire: 1. Gli obiettivi § Branding § Awareness § Positioning § Direct response (click, lead, sale) § Loyalty & customer care (…)
2. I contenuti. Cosa il brand / l’azienda ha di interessante da dire § Customer care § Contenuti informativi o di intrattenimento § Immagini, foto § Consigli utili (…)
3. Il budget Idealmente, con una quota dedicata a testare i canali; e un’altra legata al mantenimento e all’estensione sulla base dei costi per action verificati nella prima fase
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GRAZIELiveXtension, a Digital Magics CompanyVia Quaranta 40, 20141 MilanoTel. +39 02 52.505.1Fax +39 02 36598402
www.livextension.com
www.youtube.com/livextention
www.slideshare.net/livextention
www.twitter.com/livextension
del.icio.us/livextention
https://www.facebook.com/LiveXtension
http://www.linkedin.com/company/livextension