Gessica Bicego – La comunicazione su Facebook ai tempi della decadenza

•

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YDL Post Digital // 13.06.2014 La comunicazione ai tempi della decadenza: strategie per i brand su Facebook dopo il suo apice

Marketing Art & Photos Technology

SUMMARY
FACEBOOK TRENDS!
THE ART OF WAR!
REAL TIME!
FACEBOOK ALGORITHM!
PAID MEDIA!
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

FACEBOOK IS
TRENDY
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

BEST PRACTICE
DON’T TALK ABOUT YOURSELF!
COPY IS THE KING!
PLAN EVERYTHING IN ADVANCE
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

WELCOME BACK TO
THE PRODUCT ERA
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

COPY IS NOTHING
WITHOUT GRAPHICS
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

YOU CAN’T PREDICT
EVERYTHING
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

HAVING A FACEBOOK
PAGE IS NOT A STRATEGY
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

IMAGINE THE STORIES YOU WANT TO TELL
TO YOUR CLIENTS!
!
UNDERSTAND YOUR TARGET!
!
DEFINE GOALS AND KPIs!
!
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

2. TARGET
YOUNG DIGITAL LAB 13 GIUGNO 2014
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3. SCENARIO
YOUNG DIGITAL LAB 13 GIUGNO 2014
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OUTPUT:
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
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1. #coreconcept!
2. goals!
3. social infrastructure!
!
!

OUTPUT FACEBOOK
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

“ON THE FLY”
PERFORMANCES
TAKING ADVANTAGE OF EVENTS AND
TRENDS TO INCREASE THE VISIBILITY
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
SCHEDULED

YOUNG DIGITAL LAB 13 GIUGNO 2014
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EVENTS

YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
TRENDS

REAL TIME
MARKETING IS ALSO…
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

FACEBOOK “JUST”
UPDATED ITS ALGORITHM.
!
WHAT’S NEW?
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

1. STORY BUMPING
BRINGS UP IN THE NEWSFEED THE POSTS WITH HIGH
INTERACTIONS. THIS IS WAY WE CAN SEE POSTS
PUBLISHED WHILE WE WEREN’T CONNECTED.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

2. LAST ACTOR
THE ALGORITHM KEEPS TRACK OF INTERACTION’S
HISTORY, GIVING MORE RELEVANCE TO THE LAST
50 ACTIONS DONE ON FACEBOOK.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

3. CHRONOLOGY BY ACTOR
DURING LIVE EVENTS WE CAN SEE DIFFERENT
CONTENTS IN THE ORDER THEY WERE PUBLISHED.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

SO WHAT?
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
1. POSTS WITH LOW INTERACTIONS IN THE FIRST
HOURS QUICKLY DIE.!
2. SIGNIFICANT DROP OF REACH RATE FOR
POSTS.

THE NEW ALGORITHM
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

IS THE FOCUS TO SHOW MORE
HIGH QUALITY CONTENT?
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

FACEBOOK IS A PAID MEDIA.
!
PEOPLE ON FACEBOOK ARE
EARNED MEDIA.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

DEFINITION OF ADS:
“Ads are paid messages coming from
businesses. They are the voice of the
marketer”
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

UN GRAN
BEL TITOLO
GRANDE.
TESTO NORMALE
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
I CAN DO IT

EVERYBODY NEEDS A
FACEBOOK (ADS) STRATEGY
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

1. WHY
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

2. WHEN
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Lancio
Applicazione
Concorso Offerta
Sviluppo
fan base
Supporto alla
viralizzazione
Incremento
dell’hype
Aumento della
reach

3. HOW
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Geograﬁco Anagraﬁco
InteressiConnessioni
}
}
{
{
Paese
Città
IP-based
Fan
Non-fan
Amici dei fan
Sesso/età
Preferenze sessuali
Situazione sentimentale
Lingua
Musica
Programmi TV/Film
Libri
Pagine/Gruppi
Professioni

YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Open Graphs Actions Targeting

YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Custom Audiences

4. WHAT
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

5. WHERE
YOUNG DIGITAL LAB 13 GIUGNO 2014
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Desktop Newsfeed, Mobile Newsfeed, Right Column

NOTE #1
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

NOTE #2
A/B Test with different targets!
and creativity.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Campaign
Ad Set Ad Set
Ad Ad Ad Ad

NOTE #3
Use tracking tools and code such as Facebook Conversion
Tracking Pixels.!
!
!
!
!
!
!
!
!
This is the only effective way to measure ROI.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

NOTE #4
Organic and Paid!
!
!
!
!
!
!
!
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

YOUNG DIGITAL LAB 13 GIUGNO 2014
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DOs AND DON’Ts

DOs AND DON’Ts
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO

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Gessica Bicego – La comunicazione su Facebook ai tempi della decadenza

1. LA COMUNICAZIONE AI TEMPI DELLA DECADENZA: STRATEGIE DEI BRAND SU FACEBOOK DOPO IL SUO APICE GESSICA BICEGO BRAND COMMUNICATION IN THE POST-DIGITAL WORLD

2. SUMMARY FACEBOOK TRENDS! THE ART OF WAR! REAL TIME! FACEBOOK ALGORITHM! PAID MEDIA! ! YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

3. FACEBOOK IS TRENDY YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

4. BEST PRACTICE DON’T TALK ABOUT YOURSELF! COPY IS THE KING! PLAN EVERYTHING IN ADVANCE YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

5. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

6. WELCOME BACK TO THE PRODUCT ERA YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

7. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

8. COPY IS NOTHING WITHOUT GRAPHICS YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

9. YOU CAN’T PREDICT EVERYTHING YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

10. THE ART OF WAR

11. HAVING A FACEBOOK PAGE IS NOT A STRATEGY YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

12. IMAGINE THE STORIES YOU WANT TO TELL TO YOUR CLIENTS! ! UNDERSTAND YOUR TARGET! ! DEFINE GOALS AND KPIs! ! ! YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

13. 1. BRAND YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

14. 2. TARGET YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

15. 3. SCENARIO YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

16. OUTPUT: ! YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO 1. #coreconcept! 2. goals! 3. social infrastructure! ! !

17. OUTPUT FACEBOOK ! YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

18. OUTPUT FACEBOOK ! YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

19. REAL TIME MARKETING

20. “ON THE FLY” PERFORMANCES TAKING ADVANTAGE OF EVENTS AND TRENDS TO INCREASE THE VISIBILITY YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

21. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO SCHEDULED

22. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO EVENTS

23. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO TRENDS

24. REAL TIME MARKETING IS ALSO… YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

25. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

26. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

27. FACEBOOK ALGORITHM

28. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

29. FACEBOOK “JUST” UPDATED ITS ALGORITHM. ! WHAT’S NEW? YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

30. 1. STORY BUMPING BRINGS UP IN THE NEWSFEED THE POSTS WITH HIGH INTERACTIONS. THIS IS WAY WE CAN SEE POSTS PUBLISHED WHILE WE WEREN’T CONNECTED. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

31. 2. LAST ACTOR THE ALGORITHM KEEPS TRACK OF INTERACTION’S HISTORY, GIVING MORE RELEVANCE TO THE LAST 50 ACTIONS DONE ON FACEBOOK. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

32. 3. CHRONOLOGY BY ACTOR DURING LIVE EVENTS WE CAN SEE DIFFERENT CONTENTS IN THE ORDER THEY WERE PUBLISHED. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

33. SO WHAT? YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO 1. POSTS WITH LOW INTERACTIONS IN THE FIRST HOURS QUICKLY DIE.! 2. SIGNIFICANT DROP OF REACH RATE FOR POSTS.

34. THE NEW ALGORITHM YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

35. IS THE FOCUS TO SHOW MORE HIGH QUALITY CONTENT? YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

36. PAID MEDIA: FACEBOOK ADS

37. FACEBOOK IS A PAID MEDIA. ! PEOPLE ON FACEBOOK ARE EARNED MEDIA. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

38. DEFINITION OF ADS: “Ads are paid messages coming from businesses. They are the voice of the marketer” YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

39. UN GRAN BEL TITOLO GRANDE. TESTO NORMALE YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO I CAN DO IT

40. EVERYBODY NEEDS A FACEBOOK (ADS) STRATEGY YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

41. 1. WHY YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

42. 2. WHEN YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO Lancio Applicazione Concorso Offerta Sviluppo fan base Supporto alla viralizzazione Incremento dell’hype Aumento della reach

43. 3. HOW YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO Geograﬁco Anagraﬁco InteressiConnessioni } } { { Paese Città IP-based Fan Non-fan Amici dei fan Sesso/età Preferenze sessuali Situazione sentimentale Lingua Musica Programmi TV/Film Libri Pagine/Gruppi Professioni

44. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO Open Graphs Actions Targeting

45. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO Custom Audiences

46. 4. WHAT YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

47. 5. WHERE YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO Desktop Newsfeed, Mobile Newsfeed, Right Column

48. NOTE #1 YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

49. NOTE #2 A/B Test with different targets! and creativity. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO Campaign Ad Set Ad Set Ad Ad Ad Ad

50. NOTE #3 Use tracking tools and code such as Facebook Conversion Tracking Pixels.! ! ! ! ! ! ! ! ! This is the only effective way to measure ROI. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

51. NOTE #4 Organic and Paid! ! ! ! ! ! ! ! ! YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

52. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO DOs AND DON’Ts

53. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO DOs AND DON’Ts

54. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO DOs AND DON’Ts

55. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO DOs AND DON’Ts

56. YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO DOs AND DON’Ts

57. DOs AND DON’Ts YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

58. GRAZIE! ! @minigloo gessica.bicego@youngdigitals.com GESSICA BICEGO BRAND COMMUNICATION IN THE POST-DIGITAL WORLD

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