#SCW2017

ADVERTISING – GET BACK TO THE BASICS

How to support good ol’ communication skillswith the clever use of targeting and retargeting

BEFORE YOU

YOU SHOULD KNOW WHO IS LISTENING

THE CIRCULAR COMMUNICATION MODEL

ENGAGE PEOPLE

DEFINE YOUR

AUDIENCE

CREATE CONTENT

GENERATE DATA

START OVER

EXAMPLE:

HOLIDAYTake your family on a holiday they will never forget!

THE TYPICAL AUDIENCE DEFINITIONMen and women, who are also parents with childen 03 to 18 years old

THE HAPPY FAMILY

NOTHING LASTS FOREVER….

THE FORGOTTEN AUDIENCE 1/2Women who are: 1) parents with childen 03 to 18 years old and

2) single

SINGLE MOTHER

THE FORGOTTEN AUDIENCE 2/2Men who are 1) parents with childen 03 to 18 years old and

2) single

SINGLE FATHER

KNOW YOUR TARGETING OPTIONS

There’s no chicken and eggdilemma here:

Audiencealways comesbefore content

t

LIKES ARE GOOD BUT

IS MUCH BETTER

THE CIRCULAR COMMUNICATION MODEL

ENGAGE PEOPLE

DEFINE YOUR

AUDIENCE

CREATE CONTENT

GENERATE DATA

START OVER

START BUILDING LASTING RELATIONS

So much time is spend trying to create – and hope for - the next viral hit.

So little time is spend on what social media used to be about: Laying the foundation for real, long-lasting engagement.

Retargeting is probablythe most annoying

thing ever invented. Unless usedintelligently.

RETARGETING - THE FACEBOOK PIXEL

$$

THE FACEBOOK PIXEL

The pixel sends information to your ad account:

1) The user’s Facebook user ID

2) The URLs visited

3) The number of days since the visit

The information is stored on your ad accountfor up to 180 days

t

YOUR TO-DO LIST:

• Go to your ads manager

• Create an audience based on website traffic

• Place the Facebook Pixel on all pages of your website

• Use Facebook Pixel Helper (Google Chrome extension) to check that your pixel works correctly

EVERYONE WHO HAS VISITED THE WEBSITE

r

This is the largest audience you can get from your website:

Everyone who visited a URL containing your domain name -within the last 180 days

EVERYONE WHO HAS READ THE BLOG

r

This rule creates an audience of everyone who read any blogpost on the KOMFO blog within the last 90 days

EVERYONE WHO HAS VISITED THE WEBSITE, BUT NOT THE BLOG

e

Audiences can be included and excluded.

In this example we are targeting those, who have visited komfo.com, but haven’t read the blog (at least not the last 90 days)

Let them know it exists!

GROWING YOUR FANBASE: ARE YOU STILL FISHING IN DEPLETED WATERS?

Like ads targeting an audience defined by interests and demographics will very oftenresult in expensive and irrelevant fans.

The times whenFacebook users whereeager to become your

fan are over

THE BEST LIKE CAMPAIGN. EVER.

e

Targeting:

+ Web visits (7 days)

- Web visits (1 day)

- Exsisting fans

REMEMBER ALL THE OTHER AUDIENCES

• Video audience

• Custom audience from email

• Post/ad engagement audience

• Website custom audience

• Lead form audience

• Canvas audience I short: Targetcleverly, do your

content accordinglyand remember tofollow up by using

your data!

Q & A