Tối ưu hóa cho dự án kinh doanh bất động sản

1. Optimization with business objectives
for Real Estate
Digital Marketing Optimization – Vietnam
Mai Huynh | December, 2015

2. Summary
1. Overview: Facebook in Vietnam
2. Value Propositions
3. Facebook’s powerful package of
marketing solutions
4. Case study

3. 1. Overview: Facebook in Vietnam
1

4. Source: Nielsen Sep 2013, eMarketer Sep 20141950 1960 2000 2010
Radio
Television
Digital
Mobile
Media crossover in terms of time
spent
1

5. Where they
are most
engaged
1

6. Facebook
YouTube
Zing
Google+
Skype
WeChat
Twitter
Instagram
Line
Viber
0
5
10
0 20 40 60 80 100 120 140 160
Usagefrequencyperweek
Time spent per day (minutes)
~2.5hon
Facebook daily
Source: Study of Facebook users aged 18+ in Vietnam, TNS (Commissioned by Facebook), February 2015
S7a. On average, how many days per week do you check the following social networks?
S7b. On average, how much time do you spend on each of the services, on DAILY basis?
Base: All who use social networking once a month (n=1081)
Vietnamese Facebook users spend more time on the site
than on any other media activity
2X
time spent on TV
At least 1h more
than other media
activities

7. Total Pages viewed (in millions) in a month
Google Sites
242
165
208
78
2,438
818
3,125
391
YouTube
Yahoo! Sites
Source: comScore Media Metrix, Key Measurement Report, September 2014
Time spent (in mins) on average, per user, per month
Time spent on Facebook comparing with other websites in Vietnam

8. Facebook in Vietnam
Every day Every month
That’s
of Internet
users in
Vietnam
95%
65%
people daily people daily
on mobile
people monthly people monthly
on mobile
>22M >20M >34M >31M
Source: Facebook Internal Data based on stated and inferred data, average for July 2015
of monthly active users return daily
1

9. 2. Value Propositions
2

10. 2

11. Current measurement challenges
Key challenges
• Data is fragmented
across devices
• Measurement solutions rely
on proxies
• Optimization is difficult
due to fragmented data
Facebook solutions
• Cross-device: Facebook
measures cross-device
behavior
• Accurate: Facebook
measures real people, not
proxies
• Actionable: Facebook
tracks performance against
goals
2

12. 89%accurate
38%The average online reach for
narrowly targeted campaigns is
accurate
The average Facebook reach for
narrowly targeted campaigns is
Source: Nielsen OCR, August 2013
>2Xmore accurate
than other ad
networks
Facebook is
Reach real people with accuracy
3

13. Use the carousel format across
objectives
Awareness
Consideration
Conversion
3

14. Are you reaching them where they are converting?
The path-to-purchase is complex
2
Look at the project
Researching for the project
Make
contact
Keep
checking
the place
Buy a
house
Chec
progress and

15. 3. Facebook’s powerful package of
marketing solutions

16. 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
3

17. Find people you already know
with Custom Audiences
Current
customers
Promote your products or
services on any device they
use Facebook
Data you own
Woman 18–24
People who visited
your website or
mobile app
Man 30–34
3

18. Find people similar to the people you
knowwith Lookalike Audiences
Lookalike
Targeting
He’s on the market
for a car insurance
She recently purchased
And these people
are just like him
And these people are
just like her
Fans of
your Page
Data you
own
Your Custom
Audience
3

19. Are you reaching them where they are converting?
The path-to-purchase is complex
3
Look at the project
Core audience, Lookalike audience
Video, Carousel
Researching for the project
Custom audience
Carousel linked ads
Make
contact
Keep checking
Custom audience
Video
Buy a
house
Check progress
and buy more
Custom audience

20. FACEBOOK PIXEL
• Default event: PageView
• 9 standard events - track conversions + optimize for conversions
Website action Standard event code
Key page view fbq('track', 'ViewContent');
Search fbq('track', 'Search');
Add to cart fbq('track', 'AddToCart');
Add to wishlist fbq('track', 'AddToWishlist');
Initiate checkout fbq('track', 'InitiateCheckout');
Add payment info fbq('track', 'AddPaymentInfo');
Make purchase fbq('track', 'Purchase', {value: '0.00', currency: 'USD'});
Lead fbq('track', 'Lead');
Complete registration fbq('track', 'CompleteRegistration');
fbq('track', 'PageView');

21. FACEBOOK PIXEL
• track conversions - ads level
• optimize for conversions - Website Conversions objective or adset level
or

22. FACEBOOK PIXEL
• Facebook Pixel Dashboard ("Pixels" in "Tools" in Ads Manager / Power Editor)
1. Time frame
2. Toolbar
3. Traffic data
4. Pixel details
5. Custom Audiences
6. Data filters

23. Drive awareness
with eye-catching creative

24. Drive consideration
by showcasing top categories

25. Drive consideration
by showcasing different
benefits of your products

26. The carousel format drives results
30-50%
decrease in CPA
20-30%
decrease in CPC
When comparing carousel link ads to standard link ads, advertisers saw
Source: Facebook internal study across 9k ad sets testing carousel link ads and standard link ads, 1/15/15-2/15/15
3

27. Digital video viewing is growing at
an unprecedented rate
Source: Business Insider Intelligence, “Digital Video Advertising: Aggressive spending and increased ad availability are putting ads on every screen.” May 9, 2014.
comScore VideoMetrix, March 2014.
Totalvideoad
viewsinbillions
40
2011 2012 2013 2014
Monthly desktop video ad
views
(US only)
30
20
10
0
210%
growth
Dec 2012–
Dec 2013
Desktop
only

28. Facebook videos deliver real
results across brand lift
measures
“Facebook has become
a serious platform for
brand-building, and
video is leading the
way.”
– Jason Stein, CEO of ad agency
Laundry Service
Lift Brand Awareness
Lift Message Association
Lift in Ad Recall
3

29. People who watched under ten
seconds of video created up to 74%
of total campaign value
0 10 20 30
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 10 20 30
CumulativeCampaignImpact
Total Seconds of Video Watched
0 10 20 30
65%
72%74%
3 10 3 10 3 10
47%
32%
44%
Cumulative Impact
on Ad Recall
Cumulative Impact on
Brand Awareness
Cumulative Impact on Purchase
Intent
Source: Facebook commissioned Nielsen to analyze its database of BrandEffect studies, identifying 173 studies that included video worldwide between mid-December, 2014 and mid-February,
2015. Test/control design of the studies measured attitudinal impact of an ad campaign.
3

30. Introducing Facebook’s lead ads

31. Facebook’s lead ads solve key
challenges
for lead generation
with scale
Reach people where
they are—on mobile and
Facebook—with forms
designed for mobile
Collect
leads
on mobile
Improve data quality
with pre-populated and
easy-to-edit forms
Improve
quality of
lead contact
info
Reach the right people
on Facebook with
targeting and
optimization
Acquire the
right
customers
Integrate with CRM or
API to immediately
take action on your
leads
Access leads
in real-time

32. Easily create and customize mobile
forms
18
prepopulated
form fields
3optional
customizable
fields

33. Improve data quality with pre-
populated and easy-to-edit forms

34. Acquire the right customers with
Facebook targeting and optimization
People who look like your high LTV customersPeople likely to submit a lead form

35. Take action on your leads in real-
time
Integrate with our API to
receive leads in real-time
Work with an
integrated CRM
provider to receive
leads in real-time
Download leads as
CSV files from your
Page

36. Lead ads can be used across
objectives
Newsletter or
information
sign-ups
Deals, coupons,
and offers for retail
or ecommerce
business
Inquiry or interest
forms for education,
financial, or
professional
services
Product demos,
test drives, and
sample requests

37. Sona MedSpa uses
lead ads to acquire
new customers
Source: Facebook case study, Sept 2015
50%
lower CPL than
comparable ad platforms

38. Properati uses lead
ads for quote sign-
ups
rachna@yahoo.com
Rachna Sethi
Source: Facebook case study, Sept 2015
4x
reduction in the
cost per lead >13x
increase in
leads

39. How to get started
Choose the fields you want to include in your form2
Serve your ad in Power Editor, or integrate via API or
Facebook Marketing Partner tool
3
Drive lower costs per lead4
1 Identify an upcoming lead generation campaign

40. How do you drive awareness of
your business to increase leads?
Elika Real Estate Success Story
Gea wanted to drive downloads of his Home Buyers Guide as a way to connect with more eligible,
interested buyers who could eventually convert to active clients. The New York specialty realtor drove
over 960 downloads of its Home Buyers Guide over the course of a 3-week Facebook Ad campaign.
Source: Facebook for Business Success Story, October 2015

42. 962
GUIDE DOWNLOADS
Hitting the target, connecting with qualified buyers
To drive downloads of the Home Buyers Guide between December 5-December 13, 2014,
Gea Elika created an ad campaign targeting people by their interests. He uploaded a photo
with a detailed closeup of a New York apartment building. He then added a link to his Home
Buyers Guide (published on the firm’s blog) and asked people to like the ad to download the
content.
Gea targeted the ads to people 18–65 living in New York, Brooklyn, Queens and Staten
Island whose income exceeded $150,000. He then narrowed his target to reach people
interested in things like real estate, apartment therapy and million-dollar listings.
5X
RETURN ON AD SPEND
21K+
PEOPLE REACHED
Source: Facebook for Business Success Story, October 2015

43. Hot Property
Lamudi
GoalStory Solution
Together with its PMD
Smartly.io, Lamudi wanted to
drive leads via its website
and improve advertising
performance while cutting
Lamudi, a Rocket Internet
company, is a digital real
estate marketplace that helps
people find flats, apartments
and houses for sale and for
Using Facebook‘s multi-product
ads allowed Lamudi to offer
people a number of different
possibilities in one single ad,
showcasing the variety of

44. Bringing home results
Lamudi
63% 24%
Over the 15 days that Lamudi Pakistan tested
the multi-product ad format, the company
increased its click-through rate and
decreased its cost per acquisition compared
to usual performance. Looking at these
positive outcomes, Lamudi plans to roll out
decrease in cost per
acquisition
increase in click-
through rate

45. How can you drive web traffic to home
listings with Facebook?
Gottesman Residential Real Estate Success Story
Director of Marketing Anastasia Buckley wanted to increase traffic to the Gottesman website,
boosting both the number of viewers for each listing and the number of attendees for each open
house. The boutique real estate brokerage used Facebook link ads to target home buyers in the
Austin area, driving 3.5X more visitors than usual to an open house during the campaign.
Source: Facebook for Business Success Story, October 2015

47. 3.5X
INCREASE IN OPEN HOUSE
VISITORS VS.
AVERAGE OPEN HOUSE
Opening doors to Texas dream homes
To promote an upcoming open house in a desirable Austin neighborhood,
Anastasia created a link ad highlighting the unique appeal and location of the
property:
• She targeted people who like the Gottesman Page and their friends, focusing in
on people aged 27–65+ whose interests include real estate, interior design and
luxury cars.
• She ran the ad on News Feed for desktop and mobile for the 3 days leading up
to the open house to reach the broadest number of people.
In just 3 days between October 16–19, 2014, the Gottesman team reached nearly
16,000 people with its link ad, resulting in increased website traffic and the
biggest turnout to an open house to date.
65%
INCREASE IN WEBSITE
VISITS OVER 3 DAYS
15K
PEOPLE REACHED IN
THE AUSTIN AREA
Source: Facebook for Business Success Story, October 2015