SEND16 WEBINAR | Facebook Custom Audience

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    07-Jan-2017
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Transcript of SEND16 WEBINAR | Facebook Custom Audience

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    FACEBOOK CUSTOM AUDIENCE INTEGRATE CON CONTACTLAB:

    massimizzare le performance nelle comunicazioni ai clienti

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    WELCOME

    Lisa Molteni, Digital Strategist

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    DI COSA PARLEREMO OGGI?

    Learn: cosa sono le Custom Audience e come

    utilizzarle attraverso le best practice di mercato

    Experience: una dimostrazione pratica di utilizzo delle

    Custom Audience dalla piattaforma di ContactLab

    Ask: Q&A session con gli esperti di Facebook e

    ContactLab

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    COSA SONO LE CUSTOM AUDIENCE E COME UTILIZZARLE

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    LA CUSTOMER JOURNEY DI OGNI INDIVIDUO COMPLESSA E NON LINEARE

    ECOMMERCESMS

    CUSTOMER CARE

    WEBSITEEMAIL

    STORE

    SOCIAL

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    QUINDI LA STRATEGIA DI CONTATTO DEVE ESSERE MULTI-CANALE

    EMAIL PUSH NOTIFICATIONS SMS ADV VIA CUSTOM AUDIENCE

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    OGGI CI CONCENTRIAMO SULLE FACEBOOK CUSTOM AUDIENCE

    Una delle modalit di targeting di Facebook che consente di includere o

    escludere, dalle campagne Facebook ADV, un segmento di utenti presenti

    nel database utenti di un inserzionista.

    ADV VIACUSTOM AUDIENCE

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    Utenti in

    database

    PER ESPLORARE LE POTENZIALIT DI TARGETIZZARE GLI UTENTI IN DATABASE

    PRESENTI ANCHE SU FACEBOOK

    Utenti

    Facebook

    3 modalit

    Campagne di inclusione Campagne di esclusione Campagne look alike

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    COMINCIANDO DAGLI OBIETTIVI

    Massimizzare le performance di una campagna

    Incentivare lacquisto di un prodotto/servizio

    Promuovere prodotti e servizi a chi ha effettuato un

    acquisto

    Creare un dialogo con gli utenti meno attivi su un

    canale diverso

    Acquisire nuovi utenti in database

    Massimizzare la copertura delle campagne

    Ampliare la visibilit del brand

    DEMAND

    GENERATION

    AWARENESS

    CONVERSIONI - VENDITA

    UP-SELL / CROSS-SELL

    ENGAGEMENT

    CRESCITA DATABASE

    BRANDING / VISIBILIT

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    COME FUNZIONANO IN PRATICA LE CUSTOM AUDIENCE?

    Attraverso lintegrazione con Facebook, la piattaforma ContactLab in

    grado di creare custom audience partendo dai dati presenti in un

    database utenti ContactLab (o porzione del database).

    Dati di contatto utilizzabili:

    indirizzi e-mail

    numeri di telefono cellulare

    Create Match Use

    match

    look-alike audiences

    your email database inclusion/exclusion targeting

    [email protected]

    [email protected]

    [email protected]

    [email protected]

    [email protected]

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    QUALI BENEFICI PER CHI UTILIZZA LA DIGITAL MESSAGING SUITE DI CONTACTLAB?

    Con un solo click, direttamente dalla piattaforma possibile importare i contatti in Facebook

    Gestione in completa sicurezza

    I database con i contatti sono protetti e mantenuti

    isolati.

    Lo scambio dei dati tra la piattaforma e Facebook

    avviene utilizzando degli hash in modo da non

    inviare nessun dato personale degli utenti.

    Da una interfaccia

    Dalla piattaforma ContactLab possibile:

    Selezionare dalla piattaforma il database o un

    cluster

    Creare la Custom Audience e visualizzare la

    numerosit degli utenti presenti su Facebook

    Esportare la Custom Audience nel profilo

    Advert Manager in Facebook

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    LA CUSTOMER BASE, IL NOSTRO PUNTO DI PARTENZA

    Per individuare segmenti da usare per creare una custom audience:

    basata su:

    i dati anagrafici

    le preferenze

    il comportamento dacquisto

    linterazione con il canale email

  • This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

    SEGMENTI PER UNA CUSTOM AUDIENCE: ESEMPIO LIVELLO ENGAGEMENT

    8 segm