#eTAS14 Presentation - Billy Lousteau of Facebook
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Transcript of #eTAS14 Presentation - Billy Lousteau of Facebook
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#eTAS14
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Billy Lousteau-Client Solutions Manager SSA
Warrick Godfrey-Client Partner SSA
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FACEBOOK IS A MAJOR PLAYER
MOBILE IS A HUGE OPPORTUNITY
SEGMENT CREATIVE TO PARTICULAR AUDIENCES
USE THE RIGHT TOOLS TO HELP DRIVE BUSINESS KPI’S
ITS BUSINESS
AGENDA
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#FACEBOOK IS A MAJOR PLAYER
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1.3 Billion
PEOPLE
1 BillionMobile
829 million people every day, 650 million of those people are on mobile every day
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A lot of people
The right people
Connected people
1.3 billion people
Book Experience ReflectPlanDream
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Facebook Targeting
Core
Audiences
Lookalike
Audiences
Custom
Audiences
Sophisticated targeting with
unsurpassed accuracy
Reach the people you
already know
Find more people like your
best customers
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All of the people who matter to you.
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#MOBILE IS A HUGE OPPORTUNITY
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The new normal: Empowered customers using their smartphones to book travel
Walk-in Agent Call Centre Internet (Desktop)
Mobile(Smart)
TeleText Mobile (WAP)
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The Internet is shifting to mobile
Sources: IDC; IC4D 2012 Maximizing Mobile, World Bank, July 2012
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2010 2011 2012 2013 2014 2015 2016
Worldwide Smart Device Shipments (Millions)
Smartphones 45%of the world
population will have a smartphone in
2016
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Source: Comscore March 2012
One out of every four minutes
on mobile is spent with
Facebook or Instagram
4minutes
1out ofevery
Facebook is at the centreof this shift to mobile
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14 times a dayis the average number of times a
user checks Facebook on their
mobile
IDC Always Connected Report, March 2013
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Getting started is easy
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Objective: Awareness and download
Target people by mobile device:
Android, iOS, smartphone, tablet
Measure installs and
downstream ROI
Customizable, larger images
now available
higher click-to-install rate than
standard mobile banner ads10x
NEW
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Objective: Usage and conversion
Target your app users on Facebook
with Custom Audiences
Deep-link and measure ROI for in-
app actions
Customizable calls-to-action:
Open Link
Use App
Play Now
Shop Now
Listen Now
Watch Now
Book Now
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#SEGMENT CREATIVE TO PARTICULAR AUDIENCES
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Superbowl XLVIII
+
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A story about our country
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With individual chapters of beautiful people
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Celebrating things that are core to millions of others
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America is beautiful
Introduced and ignited through personal passions
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LBGT
13M
Women
Surfing
6.2MNative
American
5M
Middle East
Descent
14.4M
Mexican
USH
9.8M
Newlyweds
7.6M
New
Parents
18.5M
Parents
Nat. Parks
1.7M
Asian
Americans
4.6M
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#USE THE RIGHT TOOLS
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Throughout the purchase cycle
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Targeted reach
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Source: Nielsen OCR, August 2013
Reach real people with accuracy
89%accurate
38%The average online reach for
narrowly targeted campaigns is
accurate
The average Facebook reach for
narrowly targeted campaigns is
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Business Travellers
Education
Travel Pattern
Job Title
Company Keywords
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Put your business in the most engaging space online and on mobile
IDC Always Connected Report, March 2013
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CRM and retargeting
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FacebookYour CRM
database
Matched
targets
CRM: Find Your Best Customers on FacebookReach your specific customers or prospects at scale
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Custom Audiences Use Cases
Customer activity-level testing
Targeted to:
Frequent flyers
Business-class passengers
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Lookalike AudiencesFind more people who look like your best customers
Frequent flyers Business-class
passengersCustomers who
booked a flight in
the last 3 months
and people who look like them
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Measure results across devices
Conversion
pixel
SDK Third-party
measurement
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#ITS BUSINESS
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Cross-sell and upsell
Build brand
Drive intent
Acquire customers
Brand awareness is the first step towards ROI
Awareness
Consideration
Conversion
Loyalty
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#What's your real BUSINESS KPI