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TELL POWERFUL STORIES, AMPLIFY AND CONVERT: A DIGITAL ROADMAP IN MENA BY KRISTINE LASAM

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TELL POWERFUL STORIES, AMPLIFY AND CONVERT: A DIGITAL ROADMAP IN MENA

BY KRISTINE LASAM

WHAT’S ON THE AGENDA?

1. A QUICK SNAPSHOT OF DIGITAL TRENDS IN MENA

2. STORYTELLING AND NUMBERS

3. A LOOK AT SOME CASE STUDIES

DIGITAL TRENDS

Data Source: eMarketer, August 2015

Rise in mobile usage, a quick UAE snapshot

Source: GfK EMEA country profile study, United Arab Emirates, December 2015

How and where people spend their time online

80%of smartphone users in the UAE will take action right away when their interests or passions are sparked.

Data Source: Digital Trends: UAE's Connected Consumer Survey, 2015

Be a relevant brand on mobile

75%of consumers considered purchasing brands they would not normally consider because of relevant information available on their smartphone on the moment.

84%of people under the age of 25 in Saudi Arabia researched a recent purchase using a smartphone.

In the UAE, of internet users watch online videos once a week or more on a smartphone.

High consumption of online videos

In MENA, these numbers are much higher:

KSA has the highest per capita YouTube users in the world

Data Source: Digital Trends: UAE's Connected Consumer Survey, 2015

75% 83% of KSA residents watch a video online at least once a week,

79%as do of UAE residents.

But attention span is low = value is delivered early

Source: Nielsen Analysis of 173 FB video campaigns with Nielsen Brand Effect Studies, 2015

We have 4 global audiences, let’s take a look at their purchase journeys

Millennials 82% of under 35s in Saudi and 59% in the UAE researched their last purchase on a smartphone.

Mobile is crucial to research and purchase decisions

Data Source: Google’s Consumer Barometer in MENA, Dec 2015

Digital Moms 22% of Digital Moms in both Saudi and the UAE prepared for a purchase using their smartphones.

Brand Advocates 36% in the UAE and 40% in Saudi comment on or like posts and blog contributions

How-To-VideoUsers 83% of KSA residents watch a video online at least once a week, as do 79% of UAE residents.

MENA consumers rely more on brands’ digital messages than ever before to guide them through a purchase journey

91% of online

consumers in the UAE have taken actions after seeing a message (an online ad, video, website content) from a brand that is relevant to them.

When smartphone users in UAE take action?

Data Source: Digital Trends: UAE's Connected Consumer Survey

80% When my interests or their passions are sparked

35% When a new task arises (e.g. home repair)

34% When an unexpected problem arises (e.g. flat tyre)

61% When I want more information on a brand or products

52% When I need to buy something

The mobile ads remain strong but there is a shift happening

consumers in MENA users ad-blockers. Globally 200 million mobile users ad block apps. People block ads because advertising has become more annoying and less tolerable.

Users don't want to see ads...

1/5

People are willing to pay for quality content

“Great storytelling, is what makes something really global.”Ted Sarandos, Chief Content Officer, Netflix

Don't sell products, tell stories

Shift from selling to storytelling

10 CrosbyBrand: Derek Lam

SnowbirdBrand: Kenzo

Tribeca Film Festival – X Prize

Users are looking for more useful content

Searches related to “how-to” on YouTube are growing 70% year over year, with more than 100M hours of how-to content watched.

70%

From ads to useful content

L'Oréal Paris In-Stream Ads: How To Pin Straight-Hair

Clinique: 3-Step Daily Facial Cleansing System | Skin Care Tutorial

WE NOW LIVE IN A PLACE OF DISCOVERY,

NOT ONLY OF SEARCH.

OUR DIGITAL APPROACH

AN UNLIKELY MARRIAGESTORIES + NUMBERS

THE SCIENCE OF STORYTELLINGa MoveSouq.com/ServiceMarket.com Case Study

Why storytelling ?

100,500digital words are consumed by the average people every

day

Keep it short (and have a great title to grab reader's attention)

92%of consumers want brands to make ads that feel like

a story

Deliver content that is linear and express a clear narrative

60 Xfaster rate at which the brain

process images in comparisons to words

Show. Don't tell. Use image for more compelling content.

Source : New York Times, Your Brain on Fiction

IT’S THE FIRST 3.5SECONDS

We must deliver shorter, richer forms of communication

Using surveys to gather data and deliver insights to share high-quality and relevant content

RESULTSOnce the pest control infographic was

shared through the multiple channels,

the MoveSouq.com site saw a spike in

traffic with 10,000 additional visitors

to the site, while the “Love it or Hate it”

infographic raked in another 10,000 in

a month! Promotion of the infographic

teasers on Facebook also experienced

120,000 and 70,000 impressions,

respectively.

Creating content that converts is easier than you think…

Useful and practical content gets online traction

NOW, LET’S DO THE MATHTBF and BRP case studies

Why digital media investment is important

WHAT MANY NEW WEBSITE OWNERS THINK

Even minimum investment helps scale your business faster. It’s how your

consumers discover you.

We are new, so we don't have enough budget to run digital ads. We are not

sure if they work for me.

REALITY

Digital ads activities answer crucial business questions

• Who are my real customers?• What products do they love?• Which digital channel should I invest in the most?• What is the best way to approach my customers?

Running digital campaigns answer all these questions. If you execute them properly.

How to get the most from your digital investment? (1/2)

What most people do…

Plan Execute Execute Execute

What we do…

Clarify the reasons why we run ads

Planning based on the purpose

Execute

Optimize while the campaigns are running

Focus on learning, What works and what does not

Implement optimizations, always

How to get the most from your digital investment? (2/2)

1 2 3

4 5 6

What you need to know when you run your digital activities

• Be flexible. Don't stick to the initial plan. Change your plan and budget allocation according to the results.

• Take action as soon as you can. Optimize constantly. Don’t wait.

HOW TO DRIVE SALES TO A BRAND NEW E-SHOP THE BEAUTY FLOOR CASE STUDY

Our scope

• Branding • eCommerce• mCommerce• Performance Marketing• Social Media Management• Blogger Outreach and• Content Marketing

What we did

+20%Growth month on

month

780%Sales revenue increase

in 6 months

170%CVR Improvement in 6

months

What we have achieved

Data source: TBF 2015 Summary and Next Steps Deck - December 2015

TBF’s Revenue & CVR Trend

Our growth path

Data source: TBF 2015 Summary and Next Steps Deck - December 2015

The website was launched.

HOW TO MAKE YOUR FACEBOOK ADSCAMPAIGN A SALES-DRIVING CHANNEL

Our strategies for Facebook campaigns

Acquire Enough DataStart with mix campaigns of awareness and traffic acquisition campaigns

Shift To Sales FocusOnce we have enough traffic, then expand to conversion campaigns.

Scale & EfficiencyRun existing campaigns more efficiently with lower CPA and CVR.

Key formula for successful Facebook campaigns

Target Audience × Ad Menu × Message

This is where we started...

All Users(Only Women)

We insisted asking users for “purchase,” regardless their different motivation.

Hi everyone! Please buy from me now!

This is how we evolved

New UsersWomen( Category Interest )

Men Existing Customers

We know what you want now….

Promote sales and encourage users to buy.

Don’t hard sell. Use a softer approach by introducing the shop through blogs that attract and incentivize users.

Choose products depending on target audience’s age and interest.

Optimize what you want to promote in a series of ad sets

+Top Selling Products

Data

Switch to carousel format ads from single image ads

Show popular products, use research to plan success

Before, Without Data After Optimizations Based on The Data

1

2

Deliver the right message according to users’ motivations

1

2

Not ask users to buy. We would rather ask then to check out our product range.

Use CTA that is appropriate with your messaging

Use different creatives for new users on Facebook

Next 5 Days

Change new user’s motivation by sequence ads

First 4 Days Last 5 Days

Introduce TBF blog Introduce what TBF offers Introduce the promotion

Use data, cut it to plan your way forward

Men35%

Women

65%CVR

0.87%

CVR

1.41%

Who buys from us?

Start approaching men as wellWe used to target only women

Data source: TBF 2015 Summary and Next Steps Deck - December 2015

Run A/B testing; test your hypotheses

Target BOrganic Products Users

Target AHalal Users

Drove more sales!

VS

Initial product targets

Discounts boost sales, get creative on your offers without eroding your margins

Constant TransactionsLow Transactions

Transaction Trend (Non Offer vs With Offer ) 25%Increase in average order value when we give discounts

25% Off Sale PromotionsNo Promotions

Sales are better, basket sizes are bigger

Make your promotion time-bound, add the extra touch

Sales Spike On The Last Day

Facebook Paid Post

Paid Search

Sales Trend During The Promotion

Highlight “Last Day” in Facebook ads

Use Count Down Feature To Make Users Rush!

Summary of TBF Facebook campaigns

Data + Analysis + Experiments

Boost your results with the same or less budget

HOW TO SCALE YOUR EXISTING CAMPAIGNS?A BRP | CAN-AM CASE STUDY

BRP Can-Am

What we did

• Website Development• Performance Marketing• Social Media Management• Blogger Outreach and• Content Marketing

Can-Am’s growth year on year

41%CPA improvement

+20%More leads delivered

against the target

Data source: BRP Distributors Meeting Deck, 27 January 2016

Figure out which channel works best for you

Facebook Ads

96%

Leads By Channel

Facebook PPC / GDN

14.06% 0.65%

CVR Comparison

You never know what works for you until you test….

Shift budget to the best performing channels

Data source: Google Analytics, October 2015

Allocate budgets based on seasonal demand

CPA Trend

CPA is more than 3000% higher than low peak months

Know when is your right timing to invest…

Find the best ads menu to maximize your business

+481% CVR Higher

Data source: BRP Distributors Meeting Deck, 27 January 2016

Change the approach according to your audience’s behavior

Data Source : Facebook ads. 1st Aug 2015 - 24th Jan 2016.

30%English

70%Arabic

From online to offlineSome business owners need help boost their offline business as well. Digital ads can do that.

Local Awareness Ads

SOME KEY TAKE-AWAYS

Planning is crucial, execution is key

Purpose-led planning Setting objectives is key, knowing your audience is holy.

Invest in content It’s not ads, it’s stories. Spark your consumers’ passion and interests.

Experiment, optimize Test, test, test and then go back to the drawing board.

Leverage on mobileBuild and create things mobile-first.

ANNEXES

Data Source: Google The Connected Consumer in the UAE, 2015

Rise in mobile usage for millennials in KSA and UAE

2012 2015

69%

92%

KSA smartphone usage - under 25s

2012 2015

54%

90%

UAE under 25s who access the internet smartphone as often as on a computer

Source : Nielsen Global Trust in Advertising Survey Q3 2011

Trust in mobile phone ads is strongest in the Middle East/Africa

Social ads are the most found ad formats online

Source : Nielsen Global Trust in Advertising Survey Q3 2011

Reference :https://www.facebook.com/business/success/the-beauty-floorhttps://www.facebook.com/business/success/united-arab-bankhttps://www.facebook.com/business/success/can-am

Facebook introduces our successful case studies

THANK YOU

KRISTINE LASAMCEO and Founder

M: +971 50 210 0818E: [email protected]