DIGITAL TALKS- La transformación de las estrategias ante el consumidor omnicanal, Facebook
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El documento describe cómo Facebook se ha adaptado a los cambios en el comportamiento de los consumidores hacia lo omnicanal y móvil. Explica que los consumidores ahora interactúan con las marcas a través de múltiples canales de forma integrada y que los dispositivos móviles son cada vez más importantes. También presenta ejemplos de cómo marcas como Frávega y Chevrolet han tenido éxito al integrar la publicidad en Facebook, Instagram y anuncios móviles con sus esfuerzos en tiendas físicas y online.
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DIGITAL TALKS- La transformación de las estrategias ante el consumidor omnicanal, Facebook
- 1. 1 FACEBOOK CONO SUR La transformación de las estrategias ante el consumidor omnicanal
- 2. ” “Entendemos por omnicanalidad la estrategia y gestión de canales que tiene como objetivo la integración de todos estos para brindar una experiencia homogenea al cliente
- 3. Los comportamientos de las personas modean este cambio
- 6. Dar a la gente el poder de crear comunidades y unir más al mundo
- 8. 31MILLONES Facebook en Argentina 23MILLONES Personas por día de dispositivos móviles 22MILLONES Personas por día
- 9. El mundo ha cambiado hacia el móvil.
- 10. Existen más dispositivos móviles que personas en el mundo 3.2 En promedio una persona tiene dispositivos DESKTOP TABLET MOBILE
- 11. Los vuelve a ver camino a su almuerzo 2PM David ve un video que promociona unos nuevos headphones en su feed 9AM David busca headphones en su buscador desde desktop 12PM Los compra en un negocio 2 días después
- 12. P R I N C I PA L E S C A M B I O S A L A H O R A D E H A C E R L A S C O M P R A S “Facebook 2017 Holiday Study” by Ipsos Marketing (Facebook-commissioned online study of 1506 people ages 18+ across Argentina, Jan 2018. El comportamiento de compra de los argentinos cambió de los encuestados estuvieron de acuerdo en que de alguna forma su comportamiento de compra cambió 27% Nuevas maneras de ahorrar dinero y tiempo Nuevas tiendas e e-commerce para comprar Comprar más en la aplicación y en el celular
- 13. Fuente “Facebook 2017 Holiday Study” by Ipsos Marketing (Facebook-commissioned online study of 1506 people ages 18+ across Argentina, Jan 2018../2/eMarketer, July 2018 / 3. Estudio de Comercio Electrónico 2017, estudio de la Cámara Argentina de Comercio Electrónico y Kantar TNS publicado en Marzo 2018 Y lo es tanto, que el uso del celular en Argentina crece año tras año 36% buscaron productos para comprar en su celular en 20173 75% de los argentinos dice que el celular es el dispositivo más usado1 45% de crecimiento en ventas por menor en el celular en 20182
- 14. 3 ejemplos de omnicalidad: Online Offline Tradicional Digital Contenido Respuesta
- 15. 15 ONLINE - OFFLINE 1. Omnicanalidad en los esfuerzos
- 16. Source: 1) US Census, Quarterly Retail eCommerce Sales, May 2016 Note: Data includes retail, auto and CPG. It does not contain food, travel or finance industries; 2) Deloitte Digital, The New Digital Divide, September 2016 16 La influencia de Mobile excede las ventas online 92.2% de las compras son hechas en locales físicos 56% de las compras en locales son influenciadas por presencia digitales
- 17. 17 17 Para que las personas descubran sus nuevos productos y los de siempre en diferentes fechas comerciales como el Hot Sale y el Día del Padre, Frávega recurrió a Facebook e Instagram para desarrollar sus campañas, utilizando Públicos personalizados para segmentar su audiencia, y a través del Píxel de Facebook en el sitio web, optimizar acciones específicas al sitio, realizar su seguimiento y crear Públicos similares para llegar a personas similares al público en el que estaban interesados. Realizaron Anuncios con video, Anuncios por secuencia y Collection para mostrar su variedad de productos disponibles. 3%más de ventas en sucursales durante la campaña del Día del Padre gracias a Facebook e Instagram 50%de las transacciones realizadas en el Hot Sale gracias a los Anuncios en Facebook fueron vía celular Frávega Ventas online y en tiendas físicas con los Anuncios y el Píxel de Facebook
- 18. 18 TRADICIONAL - DIGITAL 2. Omnicanalidad en la publicidad
- 19. 6 a.m to 9 a.m 9 a.m to 12 p.m 12 p.m to 3 p.m 3 p.m to 6 p.m 6 p.m to 9 p.m 9 p.m to 12 a.m 12 a.m to 6 a.m Primetime es a toda hora…
- 20. Predicted average time spent in the US per day, 20161 6 3 0 Hours P R I N T T V D I G I T A L El TIEMPO y la ATENCIÓN de las personas están en Mobile 20 per day on mobile 3H2xattention on mobile compared to TV2 Source: 1) “Average Time Spent per Day with Major Media by US Adults,” eMarketer Apr 2016,; 2) Yume commissioned Nielsen Study, “When Screens Collide, Viewer Behavior in Multi-screen, February 2015.
- 21. 22 CHEVROLET Argentina 10pts de aumento en recuerdo del anuncio 57%Más de recordación del anuncio en el video adaptado a mobile por sobre el TVC 46%Menor costo con el video adaptado a mobile para conseguir que una persona recuerde el anuncio de Onix en comparación al TVC A través del estudio realizado Chevrolet pudo comprobar la efectividad de Facebook para la recordación de campaña, y a la vez, que los anuncios optimizados para mobile feed obtuvieron un impacto significativamente mayor que aquellos en formato TVC.
- 22. 23 CONTENIDO - RESPUESTA 3. Omnicanalidad en plataformas
- 23. 80% de adultos y 91% de los adolescentes mensajean a diario
- 24. 64% de las personas elegiría mandar un mensaje antes que un llamado/mail Source: “Facebook Messaging Survey” by Nielsen (Facebook-commissioned study of people ages 18+ who use messaging apps across AE, AU, BR, FR, ID, IN, JP, KR, MX, TH, TW, the UK, the US and VN), Mar 2016. Data is on average across the 14 markets. Las expectativas de las personas cambiaron
- 25. Source: https://www.facebook.com/business/success/aeromexico-success Making customer service soar with Messenger Aeroméxico The Mexican airline joined forces with developer Yalochat.com and Facebook to create Aerobot, a unique support experience that answers questions and provides automatic customer support, helping 35,000 people a month via artificial intelligence. 96% of inquiries answered without human intervention 12x improvement in average response time for questions from customers 250x greater efficiency in customer participation compared to email CUSTOMER CARE
- 26. WhatsApp le permite a los negocios comunicarse eficientemente con sus clients mediante mensaes rápidos y confiables
- 27. Abre conversaciones de WhatsApp a través de anuncios de Facebook
- 28. ¿Cómo estamos atribuyendo en base a esto? Online Offline Tradicional Digital Contenido Respuesta
- 30. ¡Gracias!
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- At Facebook, we understand the challenge of change, because we’ve experienced it too. Anyone guess the year here? This is www.TheFacebook.com in 2004. Search for people at your school Find out who are in your classes Look up your friends' friends See a visualization of your social network No photos, no articles, no video... nobody but college students.
- Facebook has changed tremendously from the early days. When we first began all content was completely text based and user generated- it came from your university classmates. It’s amazing what can happen in just over a decade. Today, Facebook is about so much more than a simple connection from one classmate to another. We’re still connecting people with friends and family, but we’ve also become the place where people come to connect with content and information that matters to them And that content has also changed. We’ve grown from text based content to image and video based (including live) to fully immersive, incredibly engaging, 360o experiences. Much of that content comes from Publishers. Publishers play an important role on Facebook, and we know that in return we play an important role in the publishing ecosystem
- ¡Tenemos una nueva misión! Antes, nuestra misión era dar a la gente el poder de compartir y hacer del mundo un lugar más abierto y conectado. Nuestra nueva misión es dar a la gente el poder de crear comunidades y unir más al mundo. Debemos construir un mundo en el que todos disfrutemos de un sentido de propósito y comunidad y, en el largo plazo, crear una infraestructura social que una más a las personas de todo el mundo.
- AT FACEBOOK, WE’RE SEEING THIS PLAY OUT EVERY DAY ACROSS OUR FAMILY OF MOBILE APPS AND SERVICES. WITH OVER 60 MILLION BUSINESSES ON THE PLATFORM, WE’RE LEARNING HOW TO CREATE EXPERIENCES THAT BUILD A CONNECTED BRIDGE BETWEEN PEOPLE AND THE BRANDS THEY LOVE… BRANDS LIKE YOURS.
- The majority of the world — 2/3 of the global population — uses mobile devices. Along with our shift to mobile, we've shifted our habits and preferences — for how we consume information and how we connect with each other.
- Globally, the average person owns 3.2 devices, and in some countries more people are using multiple devices each day. This multi-device movement makes it much harder to know who’s seeing your content. [CLICK]
- To deliver personalized marketing at scale, and move people from discovery to purchase, you need to leverage intent created by cross-device activity. You can capture these signals with the Facebook pixel and SDK. [CLICK]
- While e-commerce has been growing rapidly in the past few years, people still make majority of their purchases in stores. However, people are spending almost 3 hours every day on their mobile devices <Source: “Average Time Spent per Day with Major Media by US Adults,” eMarketer Oct 2015, comScore, The U.S. Mobile App Report, Sept 2015; 2016 has been fully forecasted on October 2015> . Inevitably this trend has a significant impact on the consumer journey – it’s impact on ecommerce is undeniable, as we talked about earlier. What we are seeing is that mobile interactions have a big impact on brick and mortar sales too <Click> Half of store purchases are influenced by digital interactions <Click> And, majority of people are using their mobile devices before or during their shopping trips to guide their purchase decisions
- This device usage can be seen everywhere. Primetime has become ALL the time as people use their smartphones from the moment they wake up until they go to bed at night, and many of us are on our device WHILE we’re watching traditional television.
- As mobile adoption grows, so does the time spent on mobile. People are spending less time on traditional media channels like print and TV. [click] And time spent on TV vs mobile are different: Mobile devices are up close and personal. Our brains tend to focus on the mobile screen alone and it commands our attention, almost twice as much as TV.
- Just as our phones are an important source of information, messaging apps are an important launching place for communication — from chats to voice and video calling. This communication spans simple things like organizing an evening with friends or telling them you're right outside their door, to more meaningful moments like telling your family you're expecting a baby.
- And we know that, when you have a large shift in how people communicate with each other, their expectations of how they want to communicate with businesses often starts to change. 64% of people say that they would choose messaging over picking up the phone or sending an email.
- The Mexican airline took to Messenger to create Aerobot, a bot that answers questions and provides automatic customer support, helping 35,000 people a month via artificial intelligence. 4.8 million people reached; 12X improvement in average response time for questions from customers; 250X greater efficiency in customer participation compared to email Aeroméxico joined forces with bot developer Yalochat.com and Facebook to create a unique support experience and become the first airline in Latin America to use artificial intelligence on Messenger. The result: Aerobot. Starting on September 4, 2016, the airline ran a video ad in Facebook News Feed promoting the bot. Aeroméxico targeted the ad to people in Mexico between the ages of 15–65, as well as a Custom Audience of its past customers and website visitors, plus a lookalike audience based on the Custom Audience. The 15-second video ad introduced Aerobot as an ally for all travelers to help them find flights, explore destinations and get answers to their questions. The “Contact Us” call-to-action button linked to Messenger, initiating a conversation with Aerobot. From there, people searched for flights to purchase, checked the status of flights and even specified the day and time they wanted to fly. Once people started a conversation with the bot for Messenger, it generated answers from a pre-programmed list of frequently asked questions, such as how much does extra luggage cost, what documents do I need to travel, etc. Aerobot also offered recommendations. Additionally, the bot allowed people to check in for their flights and get their boarding pass in an easy, practical way. The airline’s bot for Messenger uses artificial intelligence to not only help customers get answers about bookings, but also inspire them to travel to new destinations more frequently. Aerobot simplifies the work of Aeroméxico’s human customer service agents by responding to 35,000 people a month, which is between 10–15% of total contact with customers. Currently, just 4% of the questions asked require a human to resolve them. 4.8 million people reached 12X improvement in average response time to customer questions (from over 9 minutes to around 45 seconds) 250X greater efficiency in customer participation compared to via email 10% increase in click-through rate from video ads, compared to the average Aeroméxico promotional email click-through rate of 1–2% 96% of bot for Messenger inquiries are answered without human intervention
- WhatsApp helps businesses connect with their most valuable customers with fast, personal and trusted messaging, calls and payments
- Businesses around the world are already actively using WhatsApp to chat with customers. By adding a click-to-WhatsApp call to action button to Facebook ads, businesses can now make it even easier for people to start a conversation, generate leads, and/or complete sales. This functionality is similar to click-to-Messenger ads, but featuring a WhatsApp logo and opening a conversation on WhatsApp. When a person clicks on this call-to-action button, a message thread with the business will open with a pre-populated message, but a consumer must still take action (i.e. hit “send”) in order to actually start the conversation on WhatsApp. This is a fast, convenient way to stay in touch. Now, it's easy to send customers to WhatsApp to grow your business - one conversation at a time.
- En este desafio de transformacion no solo se trata de ser disruptivo en las plataformas que utilizamos sino tambien en como medimos Te desafio a cuestionar la forma en la que estas atribuyendo
- Para muchos latinoamericanos, mobile trae acceso a internet por primera vez. Y eso es muy importante. Empoderados por mobile, las personas ahora tienen un “nuevo mundo” para explorar. El Smartphone se tornó una herramienta valiosa que puede cambiar sus vidas completamente. Éste garantiza el poder de la comunicación instantánea. Ayuda a economizar tiempo y a hacer más con menos. Permite estar en varios lugares al mismo tiempo. Ayuda a mejorar relaciones entre la familia, amigos, colegas y comunidades. Las personas están ansiosas por descubrir y consumir nuevo contenido.