WORKSHOP Adverteren binnen sociale media: het samenstellen van de optimale mix
Copyright © 2012, iProspect, Inc. All rights reserved.
EVEN VOORSTELLEN…
E
[email protected]
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@robbruyn
In
www.linkedin.com/in/robdebruyn Digital Performance on a Global Scale.
Copyright © 2012, iProspect, Inc. All rights reserved.
AGENDA » Social Media en advertising
» Advertising mogelijkheden per kanaal – – – – – – – – – –
Facebook Twitter Google+ LinkedIn Pinterest Hyves YouTube Instagram Foursquare …
» Adverteren op social media: De ideale mix? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
BEGINNEN BIJ HET BEGIN » Definitie Social Media Wikipedia: “online platformen waar de gebruikers, zonder of met minimale tussenkomst van een professionele redactie, de inhoud verzorgen. Hoofdkenmerken zijn interactie en dialoog tussen de gebruikers onderling.” Kaplan en Haenlein (2010): “Een groep internetapplicaties die gebruikmaken van de ideologie en de technologie van Web 2.0 en de creatieve uitwisseling van User Generated Content“ » Definitie Social Network Wikipedia: “een internetdienst waarmee gebruikers een sociaal netwerk kunnen creëren en onderhouden.”
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
SOCIAL MEDIA IN THE WORLD
Digital Performance on a Global Scale. Copyright © 2011, iProspect, Inc. All rights reserved.
Bron: http://www.fredcavazza.net/wp-content/blogs.dir/1/files/2012/02/Social_Media_Landscape_2012-550x582.png
SOCIAL NETWORKS IN THE WORLD
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
Bron: http://mashable.com/2012/06/11/international-social-networks/
SOCIAL NETWORKS IN THE WORLD » Sociale Netwerken Wereldwijd (in miljoenen) Leden
Unieke bezoekers
1.200 1.000 800 600 400 200 0
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
Bron: http://www.marketingfacts.nl/statistieken/social-media-marketing/
SOCIAL NETWORKS IN NEDERLAND » Sociale Netwerken in Nederland (in miljoenen) Leden
Unieke bezoekers
12 10 8 6 4 2 0
Digital Performance on a Global Scale. Copyright © 2011, iProspect, Inc. All rights reserved.
Bron: http://www.marketingfacts.nl/statistieken/social-media-marketing/
WAAROM ADVERTEREN BINNEN SOCIAL MEDIA?
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
WAAROM ADVERTEREN BINNEN SOCIAL MEDIA?
92%
47%
trust word of mouth from friends and family
trust TV, radio and newspapers
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
Vandaag… Willen we het hebben over adverteren binnen enkele populaire sociale netwerken in nederland
Adverteren op Twitter
TWITTER – CIJFERS
500 miljoen
7,6 miljoen
1,3 miljoen
Accounts wereldwijd
Accounts in Nederland
Leden in Nederland
50%
10%
Gebruikt Twitter op mobiel
Van de Tweets uit Nederland is in het Engels geschreven
27%
33%
van de gebruikers heeft in de laatste drie maanden minstens één tweet verzonden
Van de Nederlandse Twitter gebruikers heeft minstens eenmaal getwitterd in de afgelopen drie maanden Digital Performance on a Global Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.
TWITTER – CIJFERS: GEBRUIKERS
5x meer kans om een blogpost te doen 3x meer kans om te reageren op andermans blogpost 4x meer kans om te reageren op nieuwswebsites 50% meer kans om iemands keuze te beïnvloeden 0% 10% 20% 30% 40% 50% 60% 70% 80% Populatie
Twitter gebruikers Bron: Exact Target/ CoTweet – June 2010 Pew Research Center – June 2011 Digital Performance on a Global Scale.
Copyright © 2011, iProspect, Inc. All rights reserved.
TWITTER – ADVERTISING MOGELIJKHEDEN
3 advertentiemogelijkheden
» Nieuw in Nederland! (sinds eind september 2012)
Promoted Tweets
Promoted Accounts
Promoted Trends
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
Bron:https://business.twitter.com/advertise/start/ /
TWITTER – PROMOTED TWEETS
» Doel: – Bereik: zorgen dat meer mensen, buiten je volgersgroep, je tweet lezen – Promotie: informeren, aanbiedingen, nieuwe producten, nieuws, – Engagement: conversatie, actie
» Waar: – Timeline – Search – Profielpagina (pinned) Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
TWITTER – PROMOTED TWEETS » Hoe:
» Targetting: - Geografisch - Keywords - @Users - Mobile device - Broad Interests » Betaalmodel: € CPE (Cost Per Engagement) Engagement: Click, Reply, Retweet, Favorite Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
TWITTER – PROMOTED ACCOUNTS
» Doel: – Bereik: zorgen dat meer gebruikers je account zien – Acquisition: nieuwe volgers verkrijgen – Engagement: conversatie, actie
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
TWITTER – PROMOTED ACCOUNTS » Waar: – Who to follow • homepage timeline • Connect • people search • Discover • profile pages – Zoekresultaten – Profielen
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
TWITTER – PROMOTED ACCOUNTS » Hoe:
» Targetting: - Explicit: based on targeted interests and location - Implicit: users with similar interests as your current followers included
» Betaalmodel: € CPEF(Cost Per Follower)
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
TWITTER – PROMOTED TRENDS
» Doel: – Bereik: Beeldvorming, Associatie – Promotie – Engagement: conversatie, actie
» Betaalmodel: Fixed price 24h Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
SAMENVATTING
Digital Performance on a Global Scale. Copyright © 2011, iProspect, Inc. All rights reserved.
Spend
PLANNING: HET VLINDERMODEL
Promoted Accounts
Tweets in Timeline
Tweets in Search Time Digital Performance on a Global Scale. Copyright © 2011, iProspect, Inc. All rights reserved.
Adverteren op Linkedin
LINKEDIN – CIJFERS
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
LINKEDIN – CIJFERS: GEBRUIKERS
van de gebruikers heeft het liefst verschillende sociale netwerken voor prive en zakelijk
Average page views when using section
80%
Profile viewing Groups
People search
Jobs
Home page inbox
Address book Company
%age of visitors using section when online
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
LINKEDIN ADS: OPERATIONEEL » Waar worden ads vertoond – – – – –
Profile pages Timeline Inbox Company page Groups
» Targetting mogelijkheden
Digital Performance on a Global Scale. Copyright © 2011, iProspect, Inc. All rights reserved.
LINKEDIN ADVERTISING: DISPLAY ADS & POLLS
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
LINKEDIN ADVERTISING: TEKSTADS
Digital Performance on a Global Scale. Copyright © 2011, iProspect, Inc. All rights reserved.
LINKEDIN ADVERTISING: GROUPS EN COMPANY PAGES » Nieuw: continue presence via company pages en groups
Digital Performance on a Global Scale. Copyright © 2011, iProspect, Inc. All rights reserved.
Adverteren op Facebook
FACEBOOK - CIJFERS » Worldwide: »
The Third Largest Country in the World
» Nederland:
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
FACEBOOK – CIJFERS: GEBRUIKERS » Wat Nederlandse Facebookgebruikers per maand doen:
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
FACEBOOK – ADVERTISING MOGELIJKHEDEN
4a 1
2
4b
3
1 – Standard ASU 2 – Like ASU 3. Sponsored Story Like Post 4 – Sponsored Story Page Post 5 – Fbx retargeting
4
5 Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
FACEBOOK – ADVERTISING MOGELIJKHEDEN MOBIEL
Like Sponsored Stories
Page Post Sponsored Stories
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
FACEBOOK – ADVERTISING MOGELIJKHEDEN: ASU’S
• •
Standard ASU’s
Like ASU’s
Verwijzen naar Externe url (buiten Facebook)
Landingspagina is (een tab op) de Facebook pagina
ASU – stuur gebruikers naar jouw website om daar directe conversies te realiseren Like ASU’s – stuur gebruikers naar je Facebook-pagina of tab om een actie aan te jagen
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
FACEBOOK – ADVERTISING: SPONSORED STORIES Sponsored Story Like Post
Sponsored Story Page Post
Sponsored Story Like Post = vergroot je fanbase Sponsored Stories (muv like post) vergroten het bereik van een post op de Facebok pagina Advertenties kunnen ook in newsfeed van mobiel en destkop geplaatst worden.
Sponsored Story Video:
Sponsored Story Image:
Sponsored Story Poll
Vergroot je bereik, verleng de conversatie, maak fans tot je ambassadeurs en creer word-of-mouth Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
THE FACEBOOK USER JOURNEY
Acquisition
Engagement
Fulfilment
Like ASUs
Like Sponsored Stories
1
2
Page Post Sponsored Stories
Compelling Content
4
3
User Engagement
Conversion
5
6
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
FACEBOOK PLANNING
Budget
Media Planning & timing:
Page Post Ads Like Sponsored Stories Time Key:
Fan Acquisition
Fan Engagement Fulfilment Campaign - ATL - Significant Brand Event - Facebook app. Digital Performance on a Global Scale. Copyright © 2011, iProspect, Inc. All rights reserved.
NIEUW: FACEBOOK EXCHANGE
Target
Retarget
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
NIEUW: FACEBOOK OFFERS
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
Adverteren op social media in Nederland: de optimale mix?
ADVERTEREN OP SOCIAL MEDIA: DE OPTIMALE MIX?
Doelgroepkenmerk Internet savy
Zakelijk, hoger opgeleid
Iedereen
Voorwaarde
Actief aan de slag op Twitter
-
Eventueel actief op Facebook
Advertentievorm
Content
Display, content
Content, content via post
Bestemming
Binnen netwerk
Binnen of buiten netwerk
Binnen of buiten netwerk
Betaalmodel
Cost-per-action (CPF, CPE) en fixed
CPM en CPC
CPC en CPM
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
VRAGEN?
Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved.
Dank voor uw aandacht! E:
[email protected] T: @robbruyn
Copyright © 2012, iProspect, Inc. All rights reserved.
