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Rune Paulseth
Country Manager Norway
@runepaulseth
business
Rune Paulseth - Facebook-marketing akkurat nå
Rune Paulseth - Facebook-marketing akkurat nå
Rune Paulseth - Facebook-marketing akkurat nå
It’s all about:
Marketing objectives
Your story
The people that matters to your business
Relevanciness
Interestingness
Effectiveness
Relevanciness
So,What’s
happening?
Rune Paulseth - Facebook-marketing akkurat nå
Rune Paulseth - Facebook-marketing akkurat nå
Rune Paulseth - Facebook-marketing akkurat nå
Rune Paulseth - Facebook-marketing akkurat nå
129 mins/day
137 mins/day
Source: http://www.millwardbrown.com/adreaction/2014/#/main-content – usage among 16–45-year-old multiscreen users (Germany)
Mobile	
  is	
  not	
  a	
  technology,	
  	
  
It	
  is	
  a	
  consumer	
  behavior
This isn’t merely about finding
information.
People discover what
matters to them
People discover what
matters to them in their Feeds
Daily use of mobile services in Norway
Source: Facebook official user nr’s, TNS Gallup mobile top list week 16/2015 , Ipsos SoMe tracker Q1.15
14	
  Times log in pr
day on mobile
Facebook,
global average
Facebook VG Mobil DB Mobil TV2 Mobil Nettavisen Instagram Twitter Snapchat
Daily users 2,200,000 1,119,553 552,947 539,858 537,447 754,000 198,000 990,760
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
AxisTitle
Daily users
Facebook in Norway
Every day Every month
That’s
of Internet
users in
Norway
(12+)
80%	
  
86%	
  
people daily people daily
on mobile
people monthly people monthly
on mobile
	
  2.8M	
   	
  2.2M	
   	
  3.2M	
   	
  2.8M	
  
Source: Facebook Internal Data based on stated and inferred data, average for Q2 2015.
Percentage of Internet users calculated with data from eMarketer, May 2014.
of monthly active users return daily
Consumers have more
control than ever
Customers just expect it personal now
The importance of
personal relevance
for all people who
use our products
will drive the future
of marketing
This is the new normal
….and digital video is growing rapidly
Source: eMarketer April 2014 data; includes time spent multi-tasking across platforms
Digital
+267%
TV
-2%
60% of people use two
or more devices per day.
Nearly 25% use three
devices per day.
Source: GfK, 2014; US & UK; n=~2000
25%
Relevanciness
Interestingness
Discovery of video
People view
because they
want to
Rune Paulseth - Facebook-marketing akkurat nå
Video viewing on Facebook is taking off
Source: Facebook internal data, Q1 2015
videos views per day
>4B	
   >75%	
  
video views per day
happen on mobile
>50%	
  
of people on
Facebook watch a
video every day
in Norway
Norway:
1,4M+ video views every day
Videos come to
life where
people discover
what matters to
them
Auto play video ads:
People experience your client’s
message as part of their every
day experience on Facebook
Facebook is the top source of
how people discover video
Tom’s brother, Daniel
Tom’s best friend,
Lindsay
Your Message
Rune Paulseth - Facebook-marketing akkurat nå
Source: Millward Brown AdReaction, US, 2014.
50%	
  
0%	
  
25%	
  
Use	
  by	
  Dme	
  of	
  day	
  
6am	
   6pm	
   6am	
  
Smartphone
TV
Mobile provides an opportunity to reach people
throughout the day
People reached on
Facebook
TV &
Facebook
People reached
on TV
FB
exclusive
Quelle: GfK (Media Efficiency Panel)
Facebook drives incremental reach to TV
Incremental Reach
+28% to TV
1pm	
   2pm	
   3pm	
   4pm	
   5pm	
  9am	
   10am	
   11am	
   12pm	
   6pm	
   7pm	
   8pm	
   9pm	
   10pm	
  
On Facebook, primetime is all the time
Marketers can be in the palms of consumers’ hands
Facebook will help you
extend your TV investment
Extend your reach
Extend beyond the living room
Extend your campaign length
Get Creative
The 3-second-audition
Rune Paulseth - Facebook-marketing akkurat nå
Rune Paulseth - Facebook-marketing akkurat nå
Cinemagraphics
Sponsored ・
TIM
E
TIME's new cover: Never Offline.
The Apple Watch is just the start. How
wearable tech will change your life—
like it or not. http://ti.me/1qiDf9Q
Redefining ‘motion’
Rune Paulseth - Facebook-marketing akkurat nå
+
Sponsored
Dawn of the Planet of the Apes
They’re coming…
Video Ad Products
…and follow-up with the people who
viewed your video with a benefit-driven
message
Video remarketing allows brands to share a story over time
Begin your story
with a purpose-
driven message…
Watches
your video
Doesn’t watch
your video
Sequenced Storytelling:
Remarket to Video Viewers have already shown an interest in your brand
Since he has
has seen
your video…
…you can target
him with another
video to continue
sharing your story
Optimize for video views, reaching the people who
will find the video most relevant
Adding a call-to-action
enables brands to drive
consideration and affinity
after capturing attention
Advance people
through the
marketing funnel
Reach the right
people with relevant
creative
Bring your brand to
life at the centre of
discovery
Facebook video ads offers the ability to…
Carousel Ads
Rune Paulseth - Facebook-marketing akkurat nå
Percentage of
views at various
moments
throughout your
video
Average
time
watched
How many people
watched at least 3
seconds of your
video or 30
seconds of your
video
Sample data
More comprehensive reporting provides a quicker
understanding of video and campaign performance
Optimize for video views or reach
Auto-play functionality
Video remarketing
Call-to-action
Reach your desired goal
Enhanced discovery
Sequenced storytelling
Generate response
What’s new? What’s in it for me?
Public view counts
More comprehensive
reporting
Visualized performance
New insights delivered in
real-time
Relevanciness
Interestingness
Effectiveness
Advanced Targeting
Reach more of the right people
Before Now
Massive reach once meant
mass message
AudienceYour
ad
Now you can achieve reach while delivering
relevant messages to segmented audiences
Current
customers
Website
visitors
High LTV
customers
Latent
customers
Marketing has changed
Gender: Female
Age: 28 years old
Country: NO
Likes/Interests:
•  Brand: Adidas
•  Sport: Football
Language: Norwegian
Devices:
•  iPhone
•  Android tablet
Behaviours:
•  Engaged Gamer
•  Early technology
adopter
How do you reach only the most relevant people?
Customer?
•  Yes
•  Type: High value
The power of Facebook Targeting
Core
Audiences
Lookalike
Audiences
Custom
Audiences
Sophisticated targeting with
unsurpassed accuracy
Reach the people you
already know
Find more people like your
best customers
Matched targets
Email addresses
Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you know
Direct or through third-party
People from your website
People from your mobile app
Facebook
People you know on
Facebook
Custom Audiences
Reach your specific customers or prospects at scale
Lookalike Audiences
…and people who look like them
Fans of your PageWebsite visitors Mobile app customersPeople you know
Find people who look like your customers and prospects
Use Core Audiences to segment your audience
Online and offline
sources
Targeting types
Location
Interests
Demographics
Partner
Categories
Sample segments
Age and gender
Engaged gamer
Interested in shopping
Living in Berlin
Android phone user
Behaviors
Your target
audience
People who look
like Converters
People who look
like your fans
People who look
like your website
visitors
People who look
like your e-mail
subscribers
Planning for success
Ensure your target audience sees your
video—optimize for views or for predictable
reach and controlled frequency
Move people who watched your initial video down
the funnel by showing them a second or third video
Include a call-to-action inviting people to interact further with
your brand
Drive consideration
Drive awareness
Drive affinity
Advance people through the funnel with
an end-to-end marketing solution
Bidding types are optimized for different objectives
Keys to success
Reach
…the right target group
…with sufficient level of the target group
…with optimal frequency
Basics
How
Invoke reaction (creative)
Build top-quality creative
Less is more
Innovate with video
Measurement
Did I reach the right number of people and the right type
of people?
Did I improve my brand’s image and change the attitudes
of customers?
Did I cause a customer to act—to buy a product?
1	
  
2	
  
3	
  
Targeting
Media planning & buying
Setting right KPI’s & tracking
Rune Paulseth - Facebook-marketing akkurat nå
Rune Paulseth - Facebook-marketing akkurat nå
Spørmål??
Takk for meg J
runep@fb.com
@runepaulseth
For mer inspirasjon, caser og innsikt gå til; www.facebook.com/business

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Rune Paulseth - Facebook-marketing akkurat nå

  • 1. Rune Paulseth Country Manager Norway @runepaulseth business
  • 5. It’s all about: Marketing objectives Your story The people that matters to your business
  • 13. 129 mins/day 137 mins/day Source: http://www.millwardbrown.com/adreaction/2014/#/main-content – usage among 16–45-year-old multiscreen users (Germany)
  • 14. Mobile  is  not  a  technology,     It  is  a  consumer  behavior
  • 15. This isn’t merely about finding information.
  • 17. People discover what matters to them in their Feeds
  • 18. Daily use of mobile services in Norway Source: Facebook official user nr’s, TNS Gallup mobile top list week 16/2015 , Ipsos SoMe tracker Q1.15 14  Times log in pr day on mobile Facebook, global average Facebook VG Mobil DB Mobil TV2 Mobil Nettavisen Instagram Twitter Snapchat Daily users 2,200,000 1,119,553 552,947 539,858 537,447 754,000 198,000 990,760 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 AxisTitle Daily users
  • 19. Facebook in Norway Every day Every month That’s of Internet users in Norway (12+) 80%   86%   people daily people daily on mobile people monthly people monthly on mobile  2.8M    2.2M    3.2M    2.8M   Source: Facebook Internal Data based on stated and inferred data, average for Q2 2015. Percentage of Internet users calculated with data from eMarketer, May 2014. of monthly active users return daily
  • 21. Customers just expect it personal now
  • 22. The importance of personal relevance for all people who use our products will drive the future of marketing
  • 23. This is the new normal
  • 24. ….and digital video is growing rapidly Source: eMarketer April 2014 data; includes time spent multi-tasking across platforms Digital +267% TV -2%
  • 25. 60% of people use two or more devices per day. Nearly 25% use three devices per day. Source: GfK, 2014; US & UK; n=~2000 25%
  • 27. Discovery of video People view because they want to
  • 29. Video viewing on Facebook is taking off Source: Facebook internal data, Q1 2015 videos views per day >4B   >75%   video views per day happen on mobile >50%   of people on Facebook watch a video every day in Norway
  • 31. Videos come to life where people discover what matters to them Auto play video ads:
  • 32. People experience your client’s message as part of their every day experience on Facebook Facebook is the top source of how people discover video Tom’s brother, Daniel Tom’s best friend, Lindsay Your Message
  • 34. Source: Millward Brown AdReaction, US, 2014. 50%   0%   25%   Use  by  Dme  of  day   6am   6pm   6am   Smartphone TV Mobile provides an opportunity to reach people throughout the day
  • 35. People reached on Facebook TV & Facebook People reached on TV FB exclusive Quelle: GfK (Media Efficiency Panel) Facebook drives incremental reach to TV Incremental Reach +28% to TV
  • 36. 1pm   2pm   3pm   4pm   5pm  9am   10am   11am   12pm   6pm   7pm   8pm   9pm   10pm   On Facebook, primetime is all the time Marketers can be in the palms of consumers’ hands
  • 37. Facebook will help you extend your TV investment Extend your reach Extend beyond the living room Extend your campaign length
  • 43. Sponsored ・ TIM E TIME's new cover: Never Offline. The Apple Watch is just the start. How wearable tech will change your life— like it or not. http://ti.me/1qiDf9Q Redefining ‘motion’
  • 45. +
  • 46. Sponsored Dawn of the Planet of the Apes They’re coming…
  • 48. …and follow-up with the people who viewed your video with a benefit-driven message Video remarketing allows brands to share a story over time Begin your story with a purpose- driven message…
  • 49. Watches your video Doesn’t watch your video Sequenced Storytelling: Remarket to Video Viewers have already shown an interest in your brand Since he has has seen your video… …you can target him with another video to continue sharing your story
  • 50. Optimize for video views, reaching the people who will find the video most relevant
  • 51. Adding a call-to-action enables brands to drive consideration and affinity after capturing attention
  • 52. Advance people through the marketing funnel Reach the right people with relevant creative Bring your brand to life at the centre of discovery Facebook video ads offers the ability to…
  • 55. Percentage of views at various moments throughout your video Average time watched How many people watched at least 3 seconds of your video or 30 seconds of your video Sample data More comprehensive reporting provides a quicker understanding of video and campaign performance
  • 56. Optimize for video views or reach Auto-play functionality Video remarketing Call-to-action Reach your desired goal Enhanced discovery Sequenced storytelling Generate response What’s new? What’s in it for me? Public view counts More comprehensive reporting Visualized performance New insights delivered in real-time
  • 59. Reach more of the right people
  • 60. Before Now Massive reach once meant mass message AudienceYour ad Now you can achieve reach while delivering relevant messages to segmented audiences Current customers Website visitors High LTV customers Latent customers Marketing has changed
  • 61. Gender: Female Age: 28 years old Country: NO Likes/Interests: •  Brand: Adidas •  Sport: Football Language: Norwegian Devices: •  iPhone •  Android tablet Behaviours: •  Engaged Gamer •  Early technology adopter How do you reach only the most relevant people? Customer? •  Yes •  Type: High value
  • 62. The power of Facebook Targeting Core Audiences Lookalike Audiences Custom Audiences Sophisticated targeting with unsurpassed accuracy Reach the people you already know Find more people like your best customers
  • 63. Matched targets Email addresses Phone numbers, iOS IDFAs Facebook User IDs, App User IDs People you know Direct or through third-party People from your website People from your mobile app Facebook People you know on Facebook Custom Audiences Reach your specific customers or prospects at scale
  • 64. Lookalike Audiences …and people who look like them Fans of your PageWebsite visitors Mobile app customersPeople you know Find people who look like your customers and prospects
  • 65. Use Core Audiences to segment your audience Online and offline sources Targeting types Location Interests Demographics Partner Categories Sample segments Age and gender Engaged gamer Interested in shopping Living in Berlin Android phone user Behaviors
  • 66. Your target audience People who look like Converters People who look like your fans People who look like your website visitors People who look like your e-mail subscribers
  • 68. Ensure your target audience sees your video—optimize for views or for predictable reach and controlled frequency Move people who watched your initial video down the funnel by showing them a second or third video Include a call-to-action inviting people to interact further with your brand Drive consideration Drive awareness Drive affinity Advance people through the funnel with an end-to-end marketing solution
  • 69. Bidding types are optimized for different objectives
  • 70. Keys to success Reach …the right target group …with sufficient level of the target group …with optimal frequency Basics How Invoke reaction (creative) Build top-quality creative Less is more Innovate with video Measurement Did I reach the right number of people and the right type of people? Did I improve my brand’s image and change the attitudes of customers? Did I cause a customer to act—to buy a product? 1   2   3   Targeting Media planning & buying Setting right KPI’s & tracking
  • 74. Takk for meg J runep@fb.com @runepaulseth For mer inspirasjon, caser og innsikt gå til; www.facebook.com/business