Social Media DALLES GO

Stabilirea obiectivelor
Profesor: Monica Jitariuc
 Inainte de toate

Pozitionarea brandului in general Ursus este Regele berii n Romnia,

Pozitionarea brandului in digital
RedBull i d aripi,

Actimel este Aliatul organismului rezistent,

cu Maggi Gteti din toata inima!.

Hai sa ne gndim mpreun!
 Pozitionare dupa pret
Poziionarea pre-calitate

Strategia suprapreului
Toyota Avensis: Calitatea vorbete de la sine,
Dr. Oetker: Calitatea e cea mai bun reet,
Ariel: Dac exigena cere impecabilul, exist Ariel.

Strategia preului minim

Altex: cel mai mic pre din Romnia,
Cora: Hipermarketul preurilor Hiper Mici.
 In functie de consumator/concurenta

Poziionarea n funcie de consumator

bere sau rcoritoare sunt vizate persoanele sociabile, optimiste, interesate de distracie (Bergenbier:
Prietenii tiu de ce, Unirea: Unde-s muli puterea crete, Fanta: Bea Fanta! Fii Bamboocha!,
Stalinskaya: Pentru cei puternici).

cafea sau ciocolat vor invoca seducia, rafinamentul i intimitatea (Doncafe: Un moment druit ie). Este
foarte important s inem cont de conveniile i uzanele fiecrei categorii stabilite prin practic
ndelungat, pentru a le folosi n folosul nostru.

Poziionarea n funcie de concuren

Tide Noi oferim hainelor tale albul cel mai alb,

bateriile Duracell: dureaz mai mult dect bateriile obinuite,
Fairy: Dureaz cu pn la 50% mai mult (fa de cel mai bine vndut detergent de vase comun).
 IMPORTANT (1)

STRATEGIE
Cum ajung de la A la B in cel mai scurt timp,
folosind cel mai eficient resursele

A = situatia actuala (status quo): unde ma aflu acum (cantitativ si calitativ)

B= situatia dorita, unde vreau sa ajung, obiective cuantificabile
Resurse = timp, know how, bani etc
 IMPORTANT (2)

COMPLETEAZA PENTRU ORICE FACI IN SOCIAL MEDIA FRAZA DE MAI JOS

Aceasta pagina X exista pentru ca sa.(verb) pentru oamenii de tipul Y..(descriere psiho-
socio-demografica)

X= numele clar al paginii unic si recognoscibil

Verb = exemple: sa informeze, sa distreze, sa inspire, sa ajute
Y= exemplu: femei, 45+ care invata sa foloseasca social media; femei/barbate, 18-65 carora le plac
animalele etc
Why are we using Social Media?
Tipuri de media/social media
 Compara doua pagini de Facebook/ conturi de Instagram/ de Twitter

EXERCITIU PERSONAL/ DE GRUP:

1. Alege o categorie: banking, artisti etc

2. Analizeaza activitatea pe o luna a doua pagini concurente
3. Care are engagement mai mare?
4. Care are engagement cantitativ mai mare?
5. Dar calitativ?
6. Care par a fi diferentele intre cele doua comunitati?

Noteaza in scris concluziile tale. Discuta-le in grup.

Cum sunt oamenii care urmaresc branduri?
Fanii pentru branduri
Social media landscape
Profesor: Monica Jitariuc
Social media landscape
Romania internet users
 RESEARCH ONLINE, PURCHASE OFFLINE
People increasingly use Internet to enhance their
shopping experience
 Facebook
Facebook accounts for one in every
six minutes spent online and one in
79 percent of Internet every five minutes spent on
mobile.
Facebook is the most-used app.
users (68 percent of all
U.S. adults) use
Facebook.

Everyone on Facebook is
connected to one another by an The average Facebook user has 155
average of 57 degrees of friends. Women have more Facebook
separation. friends on average than men: 166
compared to 145.
Date demografice Facebook Romania
Date demografice Facebook Romania
Date demografice Facebook Romania

FACEBRANDS
Date demografice Facebook Romania
Cont personal Pagini brand-uri
Contul personal

Contul i coninutul privat

Importana parolei i confirmrii telefonice

Atenie ce coninut postai

Raportai furtul de coninut

 Facebook insights

Indicatori importanti de urmarit Keep an eye on:

The number of Page Likes added
Page Likes The number of actions taken (engagements)
Engagement The number of unique people who engaged with
Engaged Users your brand during a given time period
Reach & Impressions The number of click-throughs on your links
Engagement Rate The number of unique people who could have
seen your posts
The number of times those people could have
seen your posts
Your engagement rate
Facebook insights tool
 Negative feedback

There are four main types of negative Facebook feedback.

Hide Post: When someone hides a specific post from appearing in their News Feed
Hide
All Posts: When someone elects to hide all posts associated with a brand from
their
News Feed Report Spam: When someone reports a brands posts as spam
Page Unlikes: When a user chooses to unlike a brands Page
Publicitatea pe Facebook
Profesor: Monica Jitariuc
Advertising objectives of Facebook ads
Advertising objectives of Facebook ads
Advertising objectives of Facebook ads
 Advertising objectives of Facebook ads

Website related
Website Clicks (FB Links, Instagram Links, Carousel Ads)
Website Conversions (Links or Carousel)
One image (links): useful when
promoting one powerful key
message/visual

Multiple images (carousel): useful

when the single message/visual is not
very powerful - multiple messages
means multiple chances to convince
 Advertising objectives of Facebook ads

Page related
Page post engagement (text, photo, video)
Page likes Page likes - when focusing on
increasing number of fans (tip: be
willing to pay more for fans, the ones
that are more expensive usually end up
engaging/buying more)

Page post engagement - focus when

you want to promote one type of
content, such as a video presenting
your business
 Advertising objectives of Facebook ads

Local Awareness When people click this

Ads Ad, they will get map

directions to your
business address.
Use Local Awareness Ads when targeting
people that live close to your business - The ads are shown to
they are most likely to come check you people in your area
out. (you can modify
Added value: you can add local radius). You can also
residents discounts in this ad in order add interests, gender,
to motivate the local neighborhood. age, social status etc.
Suggestion: run this ad at hours when it
is more likely for people to drop by (e.g:
lunch breaks, weekends etc.)
 Advertising objectives of Facebook ads

Event responses
Ads that boost attendance
to your Facebook event.
Make sure to constantly
update the event with
useful information,
Use Event Response Ads when you because most of the
have an important event that you want people who join it will
to promote. receive notifications when
you do so.
Suggestion: check insights to see what
people responded best to your ads.
Based on this data, target future ads to
serve to people similar to those who
responded to your previous event.
 Advertising objectives of Facebook ads

Lead ads Ads that let you collect

e-mails and data from
users directly in
Facebook - no need to
send them to your
Once people click on it, they will see website!
this type of form (pre-filled from their
Facebook data) You will need to provide
In this situation, we asked for: Full a link to your privacy
Name, E-mail and Phone Number. policy and to your
website.
 Advertising objectives of Facebook ads

Lead ads

Use Lead Ads when you are planning on increasing your database. Testing makes perfect, but you
should consider making lead ads your main form of collecting ads in Facebook, as they are native in the
platform and most of the time perform better.

Suggestion: never ask for too much private info - e-mail, name and phone should suffice! The longer
the form, the higher the drop out rate.

Suggestion: test different targets to see what type of audience performs best for this type of ad.
 Advertising objectives of Facebook ads

Lead ads

Use Lead Ads when you are planning on increasing your database. Testing makes perfect, but you
should consider making lead ads your main form of collecting ads in Facebook, as they are native in the
platform and most of the time perform better.

Suggestion: never ask for too much private info - e-mail, name and phone should suffice! The longer
the form, the higher the drop out rate.

Suggestion: test different targets to see what type of audience performs best for this type of ad.
Best practice
Best practice for direct response creative on
Facebook

1. Stick to one strong focal point

2. Make your ad noticeable
3. Insert brand personality
4. Create informational reward
5. Create emotional reward
6. Mirror creative to where your audience is in the
sales funnel
7. Use a strong call to action (CTA)
8. Create consistency across the path-to-conversion
9. Consider refreshing the creative
10.Test, test, test!
 Optimizing your Campaign
Want big
impact?

Use big
image.
How to optimize

The most important thing that you should know is that digital & social are all about trial & error, but with the added benefit of being
accessible.
You can see if your ad is performing well or not within the first 5 dollars spent. And if its doing bad, you can change it immediately - no
wasted money.
In order to understand what is well and what is bad you need to constantly test - results vary from industry from industry. After 1 week
youll see what your best practices are and you should always try to beat your own personal record.
Seeing ad results

Go to AD MANAGER -> Click on your ad

Youll see something called COLUMNS: Performance. From there you can breakdown your audience by different filters to see what type of
people engaged with your ad.

In the below situation, we have an 9$ post engagement ad that ran on every device. However, more than 50% of the budget went to people using
an Android smartphone. This means that people with Android smartphone are more likely to engage with my ad - I can target future ads to
Android users!

In the default breakdown, we can see Cost per Action (from previous experiences, 0.04$ is a very good cost per action, so this was a successful
campaign!).
The relevance score (last column) is given automatically by Facebook on a 1-10 scale and it rates your ads compared to other similar campaign.
How to optimize

If you see that the relevance score is low, or that people are not responding efficiently to your ad (high cost per click/conversion/engagement etc.)
- stop the ad and look at the data to see whats wrong!

Test different visuals, different headlines and different landing pages.

You will be surprised how a simple change of headline can drastically improve results.

The more you run campaigns, the more data you will collect on what works FOR YOU.
Use this data to make assumptions and always test new prospects. You never know what audience youre not thinking of targeting which
might respond extremely well to your offer!

Suggestion: keep an excel document with BEST PERFORMING ADS, which includes target audience and comments. This will become your
knowledge center and go-to file when in doubt.
 Remarketing

Remarketing refers to targeting individuals that have already connected with your
brand and are at some point in the buying process.

For example, you can create custom audiences in Facebook from the e-mails you
have collected and target ads to these users.

In addition, you can target users who have clicked on your Facebook Ad, ended up
on your website and spent more than 30 seconds there.
 Custom audiences

One of the most important things you

can do after adding the Conversion
Pixel is creating Custom Audiences
and Lookalike Audiences.
 Custom audiences

Custom Audiences can be first created within the Audience tab of the Power Editor. Custom Audiences target individuals who
already know the brand or have interacted with the website away from Facebook. Custom Audiences prequalify traffic to
individuals who have been previously interested in the product or carry their similarities. There are three options to create a
Custom Audience: Data File, Website Traffic and Mobile App Activity.

Once created, Lookalike Audiences can be formed from the existing Custom Audiences. Lookalike Audiences target new
customers who have not visited the website or do not know the brand, but have similar demographics and interests to existing
clientele.

For example:

You have a list of people who have bought your products. By adding them into a Custom Audience and
choosing to create a Lookalike Audience based on them, Facebook will automatically target your ad to
people similar to those who have already bought your product!
 Tips & Tricks

Use saved audiences - it saves time! Once you create a target audience you want to market to, you can
save it in Facebook and reuse it with every campaign
Create a document as an overview of all your ads & results - it will help you understand what works and
what doesnt
Always test! You can find new insights even with a 5$ campaign
The Facebook Ads Manager offers you very in depth information regarding the audience that reacted to your
ads. Use it and create visuals & copy relevant to them.
Make sure you follow up as soon as possible! Once you have a lead, contact them via e-mail or phone -
they are more likely to make a purchase if you connect with them soon after they made an action regarding
your ad.