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LA COMUNICAZIONE AI TEMPI
DELLA DECADENZA:
STRATEGIE DEI BRAND SU
FACEBOOK DOPO IL SUO APICE
GESSICA
BICEGO
BRAND
COMMUNICATION
IN THE POST-DIGITAL
WORLD
SUMMARY
FACEBOOK TRENDS!
THE ART OF WAR!
REAL TIME!
FACEBOOK ALGORITHM!
PAID MEDIA!
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
FACEBOOK IS
TRENDY
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
BEST PRACTICE
DON’T TALK ABOUT YOURSELF!
COPY IS THE KING!
PLAN EVERYTHING IN ADVANCE
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
WELCOME BACK TO
THE PRODUCT ERA
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
COPY IS NOTHING
WITHOUT GRAPHICS
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
YOU CAN’T PREDICT
EVERYTHING
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
THE ART OF WAR
HAVING A FACEBOOK
PAGE IS NOT A STRATEGY
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
IMAGINE THE STORIES YOU WANT TO TELL
TO YOUR CLIENTS!
!
UNDERSTAND YOUR TARGET!
!
DEFINE GOALS AND KPIs!
!
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
1. BRAND
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
2. TARGET
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
3. SCENARIO
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
OUTPUT:
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
1. #coreconcept!
2. goals!
3. social infrastructure!
!
!
OUTPUT FACEBOOK
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
OUTPUT FACEBOOK
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
REAL TIME
MARKETING
“ON THE FLY”
PERFORMANCES
TAKING ADVANTAGE OF EVENTS AND
TRENDS TO INCREASE THE VISIBILITY
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
SCHEDULED
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
EVENTS
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
TRENDS
REAL TIME
MARKETING IS ALSO…
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
FACEBOOK
ALGORITHM
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
FACEBOOK “JUST”
UPDATED ITS ALGORITHM.
!
WHAT’S NEW?
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
1. STORY BUMPING
BRINGS UP IN THE NEWSFEED THE POSTS WITH HIGH
INTERACTIONS. THIS IS WAY WE CAN SEE POSTS
PUBLISHED WHILE WE WEREN’T CONNECTED.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
2. LAST ACTOR
THE ALGORITHM KEEPS TRACK OF INTERACTION’S
HISTORY, GIVING MORE RELEVANCE TO THE LAST
50 ACTIONS DONE ON FACEBOOK.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
3. CHRONOLOGY BY ACTOR
DURING LIVE EVENTS WE CAN SEE DIFFERENT
CONTENTS IN THE ORDER THEY WERE PUBLISHED.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
SO WHAT?
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
1. POSTS WITH LOW INTERACTIONS IN THE FIRST
HOURS QUICKLY DIE.!
2. SIGNIFICANT DROP OF REACH RATE FOR
POSTS.
THE NEW ALGORITHM
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
IS THE FOCUS TO SHOW MORE
HIGH QUALITY CONTENT?
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
PAID MEDIA:
FACEBOOK ADS
FACEBOOK IS A PAID MEDIA.
!
PEOPLE ON FACEBOOK ARE
EARNED MEDIA.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
DEFINITION OF ADS:
“Ads are paid messages coming from
businesses. They are the voice of the
marketer”
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
UN GRAN
BEL TITOLO
GRANDE.
TESTO NORMALE
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
I CAN DO IT
EVERYBODY NEEDS A
FACEBOOK (ADS) STRATEGY
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
1. WHY
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
2. WHEN
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Lancio
Applicazione
Concorso Offerta
Sviluppo
fan base
Supporto alla
viralizzazione
Incremento
dell’hype
Aumento della
reach
3. HOW
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Geografico Anagrafico
InteressiConnessioni
}
}
{
{
Paese
Città
IP-based
Fan
Non-fan
Amici dei fan
Sesso/età
Preferenze sessuali
Situazione sentimentale
Lingua
Musica
Programmi TV/Film
Libri
Pagine/Gruppi
Professioni
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Open Graphs Actions Targeting
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Custom Audiences
4. WHAT
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
5. WHERE
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Desktop Newsfeed, Mobile Newsfeed, Right Column
NOTE #1
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
NOTE #2
A/B Test with different targets!
and creativity.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Campaign
Ad Set Ad Set
Ad Ad Ad Ad
NOTE #3
Use tracking tools and code such as Facebook Conversion
Tracking Pixels.!
!
!
!
!
!
!
!
!
This is the only effective way to measure ROI.
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
NOTE #4
Organic and Paid!
!
!
!
!
!
!
!
!
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
DOs AND DON’Ts
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
DOs AND DON’Ts
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
DOs AND DON’Ts
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
DOs AND DON’Ts
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
DOs AND DON’Ts
DOs AND DON’Ts
YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
GRAZIE!
!
@minigloo
gessica.bicego@youngdigitals.com
GESSICA
BICEGO
BRAND
COMMUNICATION
IN THE POST-DIGITAL
WORLD

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