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CONVERTISING — CREATIVE CONTENT X SOCIAL ADVERTISING #komfowebinar
#SMDay
2015-2016:
Digital Marketing Comes of Age
20 October 2015
G00292653
Analyst(s):
Yvonne Genovese / Jake Sorofman
Gartner CMO Spend Survey
490CHANNEL CONTRIBUTIONS COMMUNITY CONTRIBUTIONS AVG. RESPONSE TIME COMMUNITY SENTIMENT
150k
28/02 02/030 4/03 06/030 8/03 10/031 2/03
100k
50k
44.54%1301
16.68%60 min
13.08% faster
0k
Total Paid Organic Viral
165871141
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AGENDA Introduction to Convertising Case Study
— Strategy
— Examples
— Results
Increase reach Optimize for better results Q&A
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REACH DROP
INTRODUCING
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WE DID NOT INVENT
CONVERTISING
THE WORLD DID
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Convertising
“When you stop plain advertising and start
conversing about what matters to customers”
— Charlie Moger 2005
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Convertising
“ Creative Content +
Customer Targeted Audiences
= Conversation &
Conversion” —
SalesKracht
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BE LIKE
EIGEN HAARD
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The Biggest Social Housing Association of Amsterdam — Total Facebook community 22.5K Divided across 3 pages. What do we do? 1. Creative Content 2. Social Advertising 3. Lead Generation
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LET’S PUT A LABEL ON IT
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VIDEO BUSINESS OWNERS
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INCREASE REACH
E-mails CRM Event data
Use your data!
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GLOBAL FURNITURE BRAND
VISITS PRODUCT PAGE
FACEBOOK AD
RESULTS — • SALES ROI x100 • HIGHER ENGAGEMENT • LESS WORK
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OPTIMIZE FOR BETTER RESULTS
HOW?
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OPTIMIZE SOCIAL ADS WITH CUSTOM AUDIENCES —
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HOW TO OPTIMIZE SOCIAL ADS WITH CUSTOM AUDIENCES
—
MAILINGLIST
—
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FACEBOOK PIXEL
—
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LOOK A LIKE AUDIENCES —
* Create an audience with characteristics that are similar to your source audience *
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OPTIMIZE YOUR LOOK-A-LIKE AUDIENCE ADS —
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KEY TAKE AWAYS Know your audience Be creative
Start a conversation Use your data Automize your activities
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Vera Verkooijen Partner Relations & Events [email protected]
Michan Tolman Convertising Specialist [email protected]
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CONTACT
EVENT
