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Facebook per il tuo E-Commerce: le 10 regole per un buon advertising

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Al Convegno Nazionale di Federpubblicità dedicato all'e-commerce presento 10 spunti per utilizzare al meglio l'advertising su Facebook per massimizzare al meglio le conversioni

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Facebook per il tuo E-Commerce: le 10 regole per un buon advertising

  1. 1. FACEBOOK PER IL TUO E-COMMERCE Le 10 regole per un buon advertising Palermo, 2 Ottobre 2015
  2. 2. PROJECT MANAGER ENRICO MARCHETTO
  3. 3. Regola n° 1 La pubblicità su Facebook non funziona!
  4. 4. I miscredenti (o dilettanti?)
  5. 5. I miscredenti hanno ragione?
  6. 6. Regola n° 2 La risposta non è 42, ma 98 Corollario: l’obiettivo di un e-commerce non è (solo) vendere
  7. 7. Il processo di acquisto è molto complesso! Decriptare i processi d’acquisto: 1) Come acquistano le persone? Non ci è molto chiaro. 2) I tassi di abbandono sono altissimi. 3) Dopo quanto tempo la gente acquista? Il 98% degli utenti non inizia nemmeno il percorso di conversione alla prima visita! FONTE: Alessandro Sportelli http://www.friendstrategy.it/articolo/291/co nnectionfunnelr-rielaborazione-del-sales- funnel-in-chiave-operativa.aspx
  8. 8. Regola n° 3 Conosci il tuo pubblico!
  9. 9. Cominciamo a dare i numeri  Quanti sono gli utenti Internet in Italia?  Quanti sono gli utenti Facebook in Italia?  Quanti di questi si connettono ogni giorno?  Quanti lo fanno da mobile?  Qual è il mese in cui Facebook cresce più velocemente?  Qual è la fascia d’età in maggior crescita al momento nella popolazione online?
  10. 10. Gli utenti di Facebook in Italia Su Facebook ci sono 26 milioni di italiani. Di questi, 17 milioni si collegano a Facebook ogni giorno. Gli utenti mensili da mobile sono 20 milioni.
  11. 11. Molti degli approdi ai vostri siti partono di social. Quanti esattamente? I social pesano ormai per il 22% dei referral sul traffico web. Mediamente più di una persona su 5 in tutto il mondo accede a un sito web tramite social.
  12. 12. Gli utenti di Facebook in Italia Attenzione che le fasce di età più in aumento su Facebook sono: •Gli over 50 donna •Gli over 50 uomini
  13. 13. Non vi sottostimate!
  14. 14. Continuiamo a dare i numeri Gli utenti internet sono il 73,5% della popolazione italiana Di questi, il 70% è iscritto a Facebook. L81% dei giovani. YouTube arriva a un'utenza del 61,7% delle persone con accesso a Internet (pari al 38,3% della popolazione complessiva).
  15. 15. Sì, ma chissenefrega? L’aspetto demografico per quanto interessante, è nulla a confronto delle profondità di analisi che Facebook ci offre. Volete una dimostrazione? Proviamo AUDIENCE INSIGHT Per agevolarvi il lavoro cliccate qui: www.noiza.com/social
  16. 16. Piattaforma di Destination Marketing
  17. 17. Audience Insights • Piattaforma di Facebook misconosciuta per l’analisi del proprio target/pubblico • Gratis! • Uno sguardo sul mio pubblico nei social media
  18. 18. Esploriamo un interesse! • Cerchiamo le persone che hanno come interesse un luogo «castello di Miramare»
  19. 19. Esploriamo i comportamenti attorno a un interesse! • Cerchiamo le persone che hanno come interesse un luogo «castello di Miramare»
  20. 20. Esploriamo i comportamenti attorno a un interesse! • Cerchiamo le persone che hanno come interesse un luogo «castello di Miramare»
  21. 21. Esploriamo le aree di interesse tangenziale attorno a un interesse principale! • Morale: chi esprime interesse «Miramare» a quali altri «luoghi» è interessato?
  22. 22. Esperimento su un concorrente di un mio cliente solo per farvi capire meglio. • Gli appassionati di enogastronomia, dove li trovo online?
  23. 23. Attività online! • Usano desktop o mobile? Qual è il loro livello medio di engagement? • E il tasto acquisto? • E il tasto salva?
  24. 24. I risultati  200 – 300 mila persone attive al mese  prevalenza dei 25-34 anni  10% triestini, il resto dall’Italia  alto livello di engagement  +18% di uso dell’Ipad rispetto alla media nazionale  +16% di uso misto di desktop e mobile
  25. 25. Sì, ma Facebook come fa a saperlo?
  26. 26. Sì, ma Facebook come fa a saperlo? ASCOLTO STIMOLO
  27. 27. Facebook sa tutto e sa sempre di più I dati impliciti che forniamo a Facebook sono molto più numerosi dei dati espliciti, ovvero dei dati che dichiariamo come pubblici all’interno della piattaforma. Ricordate che Facebook sa tutto. E sa sempre di più.
  28. 28. Regola n° 4 Lavora sulla domanda latente!
  29. 29. Definisci un obiettivo! E declina la tua strategia su quell’obiettivo!
  30. 30. Local Awereness La pubblicità su Facebook si sta evolvendo giorno dopo giorno e comincia ad associare atti fisici al tuo click.
  31. 31. Definisci un obiettivo! E declina la tua strategia su quell’obiettivo!
  32. 32. Portare traffico al sito! Declina il tuo advertising seguendo la strategia e lavora su target di interest. Vendo corsi di digital marketing a Palermo? Bene! 1) geolocalizzo 2) definisco gli interest 3) definisco i comportamenti
  33. 33. La brutta notizia? NON BASTA  In una classifica stilata da Jon Loomer, il target per interest è il meno efficace solo dopo il «boost post»  Nella maggior parte dei casi, lavorare puramente per «interest» si traduce in un bagno di sangue
  34. 34. Regola n° 5 Senza Remarketing non si vende nulla!
  35. 35. Definisci una custom Audience Ovvero vai a tracciare tutto quello che è il tuo traffico: 1) sul sito web 2) su una pagina particolare del tuo sito web 3) Sulla pagina più importante del tuo sito web, la THANK YOU PAGE
  36. 36. Definisci una custom Audience e usala come target! Parti dal tuo traffico per risollecitare la tua audience: 1) Se hai un e-commerce di telefonini, traccia la vendita di un telefonino e fai remarketing delle cover 2) Se hai un e-commerce di agro- alimentare e hai una promozione in corso, segnalala a chi ha già comprato da te
  37. 37. Ridiamo vita all’e-mail marketing! Dove? Su Facebook ovviamente: 1) Carica il tuo database mail 2) Fai il matching con Facebook 3) Fai retargeting su quel pubblico
  38. 38. Regola n° 6 Lavora sulla prossimità
  39. 39. Se Facebook sa tutto di te… …può trovare un altro come te. Con gusti simili, caratteristiche simili, comportamenti simili…
  40. 40. Regola n° 7 Attenti al mobile!
  41. 41. Il mobile: arma a doppio taglio 9 volte su 10 facciamo partire la nostra pubblicità su Facebook includendo il mobile.
  42. 42. Ma è profondamente sbagliato! Dobbiamo isolare il pubblico da mobile perché sulle piattaforme di e- commerce spesso genera traffico ma non conversione!
  43. 43. Regola n° 8 Sfrutta sempre tutti i nuovi prodotti pubblicitari su Facebook
  44. 44. Sono il rimedio alla BANNER BLINDNESS Facebook cambia sempre formati e rompe lo schema cognitivo di preselezione dei formati che il nostro cervello tende a escludere.
  45. 45. Guardate le differenze di Performance! Questo è una tradizionale inserzione di Facebook mettendo in promozione un link a un sito di e- commerce..
  46. 46. Guardate le differenze di Performance! Questa è invece la resa utilizzando lo stesso prodotto ma con un nuovo formato: i MULTI PRODUCT ADS
  47. 47. Da oggi c’è una nuova pubblicità in più: INSTAGRAM Dal nostro POWER EDITOR possiamo gestire l’advertising su quello che è al momento il social network più in crescita in assoluto.
  48. 48. Regola n° 9 Ossessionati con le metriche!
  49. 49. Verifichiamo sempre i risultati con Analytics Attenzione, ci sono un sacco di discrepanze tra quanto dichiara Facebook e quanto vede Analytics. Ragioniamo sempre sul rapporto Canale/Conversione
  50. 50. Regola n° 10 Facebook Advertising non basta!
  51. 51. Perché devi dirigere un’orchestra! Devi curare il tuo organico della fan page, devi ottimizzare le tua campagne AdWords, devi curare il tuo customer care, devi utilizzare un E-Mail Marketing molto smart….etc. etc.

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