Zeynel El Glaoui, Digital Strategist chez Mindshare,

tuniseo.tn

Facebook Ads : un levier marketing à maîtriser

#TUNISEOThe Hello Slide

#5Rank

$56B

TUNISIA DIGITAL SNAPSHOT

IN NUMBERS

#TUNISEO

TUNISIA DIGITAL SNAPSHOT

Source: INS, Facebook, Twitter, Instagram, LinkedIn, Deloitte

TOTAL POPULATION

INTERNET USERS

ACTIVE SOCIAL MEDIA USERS

MOBILE INTERNET

SUBSCRIBERS

NUMBER OF SMARTPHONE

11,3MILLION

5,8MILLION

+6M MILLION

6,3MILLION

5,7MILLION

Urbanization: 66,8% Penetration: 52% (FB,IG, TWITTER, LINKEDIN)

Penetration: 51% Penetration: 50,4%

FACEBOOK COUNTRY SNAPSHOT - TUNISIA

43%

12%6.6

64.8

over

MILLIONACTIVEUSERS

over

MILLIONMOBILEUSERS

over

0%

32%

32%

14%

6%

2%

2%

AGES GENDER

MALE FEMALE

42%58%

89%OF TOTAL POPULATION

OF TOTAL

TUNISIAINTERNET USERS 76%

OF FACEBOOK USERS

ARE UNDER35 YEARS OLD

65+

55-64

45-54

35-44

25-34

18-24

13-17

Source: Facebook insights

INTRODUCTION TO POEM CONCEPT

#TUNISEO

#TUNISEOPOEM

PAID MEDIA OWNED MEDIA

EARNED MEDIA

Paid media will spark interest and ensure your owned content is discoverable

Owned mediadrives engagementand understanding

Earned media will build advocacy and favourability, loyalty and

recommendation

Driving ROI by increasing relevance and resonance of the Paid Media

#TUNISEOFACEBOOK ADVERTISING

STRATEGY

Paid Social

Strategy

Paid Strategy

Digital Strategy

Marketing Strategy

Brand Strategy

Business Strategy

Facebook Advertising Strategy

PAID SOCIAL STRATEGY

#TUNISEO

#TUNISEOFACEBOOK EVOLUTION

#TUNISEOFINDINGS ABOUT THE NEWS FEED

1500Posts

Average number of post eligible to appear in a

user news feed per day

100k

Indicators of importance

The most powerful determinants of whether a post is shown in the feed

• How popular (Liked, commented on, shared, clicked) are the post creator’s past posts with everyone

• How popular is this post with everyone who has already seen it• How popular have the post creator’s past posts been with the

viewer• Doe the type of post (status update, photo, video, link) match

what types have been popular with the viewer in the past• How recently was the post published

#TUNISEOINCREMENTAL ALWAYS ON - REACH STRATEGY

Not seeing Your Content

Not seeing Your Content

Edgerank Checker StudyFrom feb-12 to march-2014

#TUNISEO

Source: Socialbakers Own user panel, 900 users, Users with 10-1000 likes

User Posts71-76 %

Pages Posts

24 -29 %

Users & Page Posts

10% Promoted Posts

INCREMENTAL ALWAYS ON - REACH STRATEGY

SOCIAL MEDIA HAS EVOLVED FROM BEING FAN AND

COMMUNITY BUILDING PLATFORMS INTO HIGHLY POWERFUL

PAID MEDIA CHANNELS CAPABLE OF DRIVING REAL BUSINESS

RESULTS AT EVERY STAGE OF THE CUSTOMER JOURNEY.

#TUNISEO1- UNDERSTAND HOW AND WHERE SOCIAL MEDIA IS

INFLUENCING YOUR CUSTOMER PATH TO PURCHASE.

Relationship channels support engagement. Reach channels support Discovery

Brands use reach channels to convey acompelling brand promise, paint an appealingbrand image, and encourage audiences tolearn more about their offerings.

Depth channels support exploration and purchase.

If the reach component of a campaign issuccessful, customers will then exploreyour products and services usingchannels that offer them greater depthof information.

Customers use relationship channelsto engage with brands to get morefrom the products and services theyhave purchased; share theirexperiences with other customers;and, as a result, build a strongeremotional bond with the brand.

Source: Forrester Research, Inc.

#TUNISEO2- PLAN, MANAGE & OPTIMIZE – RACE MODEL

Source: SMART INSIGHTS

#TUNISEOBRAND AWARENESS

TELL YOUR STORY TO THE RIGHT PEOPLE

Who you can reachConnect with the people who will love your business.

• Core Audiences• Custom Audiences• Lookalike Audiences• What your advert will look like• Show people the things they're interested in to motivate them to learn

more.

3,1%increase in guest count

#TUNISEOTARGETING : Creative targeting

to move real people

Location

Target by country, region, postcode or even the area around

your business.

Demographics

Choose the audiences that should see your adverts by age,

gender, interests and even the languages they speak.

Interests

Choose from hundreds of categories such as music, films,

sport, games, shopping and so much more to help you find

just the right people for your brand and message.

Behaviours

Find your best customers based on shopping behaviour, the

type of phone they use or if they’re looking to buy a car

or house.

Connections

Reach the people who like your Page or your app— and

reach their friends too.

Connection Speed

Reach people in low-bandwidth areas, ideal

Source: Facebook - CROSS-BORDER BUSINESS HANDBOOK

#TUNISEOBRAND AWARENESS

TELL YOUR STORY TO THE RIGHT PEOPLE

Who you can reachConnect with the people who will love your business.

• Core Audiences• Custom Audiences• Lookalike Audiences• What your advert will look like• Show people the things they're interested in to motivate them to learn

more.

3,1%increase in guest count

#TUNISEOMORE WAYS TO REACH

THE RIGHT PEOPLE

Source: Facebook - CROSS-BORDER BUSINESS HANDBOOK

Facebook Custom Audience

Insert a list of email addresses and/or phone numbers in the Facebook backend

Facebook Lookalike Audience

Generate a pool of these and lookalike audiences who have similar interests to ensure relevant

targeting

#TUNISEOMORE WAYS TO REACH

THE RIGHT PEOPLE

Source: Facebook - CROSS-BORDER BUSINESS HANDBOOK

Implement a pixel

Implement pixel on the website to recordand retarget all users who visit the websiteor a particular page on site.

#TUNISEOBRAND AWARENESS

TELL YOUR STORY TO THE RIGHT PEOPLE

Where to show your advert• Expand your reach by choosing multiple places where people will see

your advert.

Facebook• Audience Network• Instagram• Ways to measure• Find out if your advertising campaign accomplished your goal.

Adverts reporting• Brand lift

3,1%increase in guest count

#TUNISEOBRAND AWARENESS

TELL YOUR STORY TO THE RIGHT PEOPLE

What your advert will look like• Video adverts• Slideshow adverts• Photo adverts• Carousel• Link adverts• Canvas

3,1%increase in guest count

#TUNISEO"VIDEO-FIRST WORLD"

Mark Zuckerberg during a 2016 investor’s call,

“We see a world that is video-first with

video at the heart of all our apps and

services.”

#TUNISEO

Source: Warc

billion viewsOn Facebook

2015

1billion viewsOn Facebook

2016

8 +800%

"VIDEO-FIRST WORLD"

FOUR PIECES OF ADVICE FOR

ONLINE VIDEO CREATIVE BY

IAN CROCOMBE.

REGIONAL HEAD OF CREATIVE SHOP AT

FACEBOOK

#TUNISEO

#TUNISEO1. CAPTURE ATTENTION QUICKLY

. Mobile users have a short attention span, so marketers are advised to have the creative grab

attention from the start and convey a simple message within the first few seconds.

%

18 - 24

77%

65+

10“WHEN NOTHINGIS OCCUPYING MY ATTENTION, THE FIRST THING I DO IS REACH FOR MY PHONE.”

Source: Cisco Report

#TUNISEO2. DESIGN FOR SOUND OFF

50%

80%

of people have their mobile phones on silent

of videos are played without sound.

#TUNISEO3. FRAME THE VISUAL STORY

Cut extra footage from existing TV ads, or traditional creative, to reinforce the brand's key message. Test different formats to find the best way to engage

consumers in their mobile video feed.

#TUNISEO4. EMPLOY DIFFERENT NARRATIVES FOR

MOBILE VIDEO CONTENT.

Heartbeat frequency Zigs & Zags Start with the end

EXCLUSIVE SOCIAL MEDIA

DATA POINTS TO POWER

YOUR 2017 STRATEGYJan rezab – CEO Socialbakers

#TUNISEO

#TUNISEOSOCIAL MEDIA DATA POINTS TO POWER

YOUR 2017 STRATEGY

#TUNISEOSOCIAL MEDIA DATA POINTS TO POWER

YOUR 2017 STRATEGY

#TUNISEOSOCIAL MEDIA DATA POINTS TO POWER

YOUR 2017 STRATEGY

#TUNISEOSOCIAL MEDIA DATA POINTS TO POWER

YOUR 2017 STRATEGY

Thank You

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