From a presentation originallydelivered at PMI London

Guillaume RigalLondon - October 26th

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That crazy french guy

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Guillaume RIGAL@GuillaumeRigal@Guillaume

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IS HE OUT TO HELP YOU?

Credit: Paul Sakuma / The Sunday Times

GETHELP

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Facebook evens out the playing field!

awareness

consideration

conversionFor years,we got this!

While this wentTo the Pied Pipers

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NO MORE!Thanks Zuck!

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In this session, we’ll discuss

CREATING CONTENT

ANDPROMOTING ITVIA FACEBOOK

TOCONVERT

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How doesit play with

affiliatechannels?

To be clear, I do NOTmean this.

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A look at TV’s first 20 years in the US

Source: Adage.

1949 1959 196990% of Households That’s $23B in today’s money.

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Yearly Ad Revenue

Now, Facebook’s last 5 years (they’re 12 now)

$0.7B $4.2B

Source: WSJ, Statista.

2009 2012 2015

$17.1B

That’s $17B in today’s money. :)

12% ofGlobal DigitalAdvertising

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Yearly Ad Revenue

By the way…

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82 f’ing %

And Digital is taking over TV for #1 spot

(US) 2015 2017TV 37,7% 35,8%Digital 32,6% 38,4%

Mobile 17,3% 26,2%

Source: eMarketer March 2016.

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If we oversimplify

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Back to our ads…

Corny?

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Corny? Hmm.

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Hmm. Hmm.

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Hmm. Hmm. Hmm.

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How to get from awareness to conversion?

ß This is a clue

Content!!!

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What makes Facebook so great

Audience Data

Media space

CampaignObjective

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(for us marketers)

Audience management

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FACEBOOK TARGETING CRITERIA

CRM ACCOUNTS

MATCH

SITE & BLOG VISITORS

LOOK-ALIKE PROFILES

Demography Tracking Interests Behavior

Audience data

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Audience reach

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500MInstagrammembers

1.7BFacebookmembers

Audience Network

Media space: Facebook

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Media space: Facebook

• Update• Text / Article…• Photo / GIF• Video

• Carousel• Content• Products (DPA)

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Media space: Facebook

• Update• Text / Article…• Photo / GIF• Video

• Carousel• Content• Products (DPA)

• Canva

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But that’s not all

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Media space: Instagram

• Photo• Video• Carousel

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Media space: Audience Network

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Psst, go with me, I convert better!

Campaign Objectives

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For each goal, a content piece

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ENGAGE SELL

REASON

EMOTION

GIF Video

Blogger’sLook

Testimonial

Pssssst!...

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Content: you’ve got friends!

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Consideration Prescription Evaluation Optimisation Purchase

CO-CREATIONW. INFLUENCERS

CO-BRANDINGW. MEDIA CO’S

BRAND

Influencers come in many flavours

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How it all comes together

• Use ads at each level of the funnel

• Play on audiences (incl. Filtering)

• Use DPA feature down the funnel

• Track how it interacts with CPA channels

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Pimkie: a new positioning

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Before After

Pimkie: Awareness video

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Pimkie: Consideration Carousel

2 versions :• Products from the video• 5 best sellers

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Some results from a similar case

Ad Set Name Impressions10-Second

ViewsCost per 10s View (EUR)

10-sec view / Impressions Reach

Amount Spent (EUR)

Video Views to 95%

95% view / Impressions

Fans 272 638 17 602 0,025 6,46% 124 031 437,25 6 088 2,23%Friends of Fans 227 433 22 668 0,019 9,97% 194 272 438,37 7 819 3,44%Lookalike of Fans 209 968 11 756 0,037 5,60% 103 200 436,41 3 937 1,88%Interests 377 107 27 510 0,016 7,30% 313 152 437,97 10 056 2,67%

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Clics Reach Cost per Result (EUR) Amount Spent (EUR)11 833 237 055 0,21 2 512

eCPC36c

TARGETED AWARENESS VIDEO

RETARGETING MANUAL CAROUSEL

A B2B / leadgen example

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Les Facebook Leads

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1 Ad Pre-filled form Confirmation2 3

How does it play with affiliate channels?

• Study over a month• 21 advertiser campaigns• All with Coupons programs• Facebook Ads invested through us• Totalling 130,795 sales• Monitored through our multipoint tracking

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(hey, over he’)

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I’m not a woman I’m not pregnant

How does it play with affiliate channels?

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6,096 Sales Facebook is

last clic

570 Sales Facebook isnot last clic

551 SalesAffiliate is in the conversion path

6,666 Sales Facebook is in

conversion path

One more thing.

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Get up to 50% of your Instagram

audience clicking through to product

pages

Get up to 40% increase in

Facebook Ad engagement

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1

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2

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3

And for that Facebook Ad Engagement Boost

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Automatic replacement of product feed vignettes with better visuals from Instagram when available

BEFORE

AFTER

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It’s called

That crazy french guy

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Guillaume RIGAL@GuillaumeRigal@Guillaume

Data Sources

1. http://adage.com/article/75-years-of-ideas/1950s-tv-turns-america/102703/

2. http://adage.com/article/75-years-of-ideas/1960s-creativity-breaking-rules/102704/

3. http://adage.com/article/adage-encyclopedia/history-1950s/98701/

4. http://www.wsj.com/articles/facebook-revenue-soars-on-ad-growth-1461787856

5. https://www.statista.com/statistics/271258/facebooks-advertising-revenue-worldwide/

6. http://www.emarketer.com/Article/Digital-Ad-Spending-Surpass-TV-Next-Year/1013671

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