social media adversiting isdi 2017
TRANSCRIPT
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SocialMediaAdvertisingJuanSánchezBonet@juanmarketing
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QUIÉNSOY
• 10añosdeexperienciaensocialmediaydigitalmarketing(Buzzymarketingviral)
• Identidaddigital– @Juanmarketing(Blogymediossociales)
• Master’sdegreeinDigitaladvertising&SocialMediaMarketingICEMD-ESIC
• Experienciainternacional(Spain,France,Luxembourg,Singapore,SouthEastAsiayahoraLosAngeles,USA)
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QUIÉNSOY
Socialmediaadvertising(EN)
WEBMINARS:
->Socialmediaadvertising
->RealTimeMarketing(En)
--------------------------------------->Relevancia digital
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“If you're not paying for it,you're the product being sold”Sue Gardner– Ex-executive directorofthe Wikimedia Foundation (2007-2014)
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OBJETIVOSDELASESIÓN
->Entender porque lapublicidad es necesaria en cualquier medio,incluyendo también los medios sociales.
->Ubicar larelevancia demarca en elcentro detoda actividad demarketingypublicidad ycomprender porque en laeconomía delaatención nosólo basta conelengagement.
->Interiorizar una serie deconsejos paraincrementar laeficacia detus campañas depublicidad.
->Entender hacia donde elmundo delmarketingylapublicidad digitalestán yendo paradesarrollar unpunto devistacrítico quete permita adaptar tu estrategia alos nuevos tiempos cambiantes.
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Cap 1. DEPORQUÉLAPUBLICIDADESNECESARIAENMEDIOSSOCIALES
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1.1“FacebookZero”(2012)
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1.1“FacebookZero”(2012)
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1.1“FacebookZero”(2012)
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1.1“FacebookZero”(2012)
SelfStartfrom
variossou
rces,201
5Facebo
oksc
ompraInstagramenAb
ril,201
2
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1.1“FacebookZero”(2012)
SelfStartfrom
variossou
rces,201
5
TheGreatestMisconceptioninContentMarketingbyRandFishkin (SEOMoz),April2014VIDEO:https://www.youtube.com/watch?v=BXZet0SYJnA
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1.2Elconcepto deMasaCrítica
SocialMediaAdvertising
=“EFICIENCIA”vs“EFICACIA”
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1.3Todossesumanalacarrera
SimplyMeasured,2014
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ColumnFive2016fromEmarketer,Forrester
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Cap 2.LARELEVENCIA
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Lastres grandes Eras:Engagement
THEERAOFENGAGEMENT(2005- 2011)
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Lastres grandes Eras:Influencia Digital
SelfStartfrom
variossou
rces,201
5
THEERAOFDIGITALINFLUENCE(2012– 2014)
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Lastres grandes Eras:Relevancia
SelfStartfrom
variossou
rces,201
5
THEERAOFRELEVANCE(2015– )
MARCAS CONSUMIDORES
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Lastres grandes Eras:Relevancia
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Lastres grandes Eras:Relevancia
SelfStartfrom
variossou
rces,201
5
“… Coge tu phoneyhaz scrollhacia abajo,contínuaavanzando ynavegando através decientos de
publicaciones,fotos,etc… Derepente,te parasen una ylaaprecias,laves,te interesa,interactúas…
Exactamente eso es relevancia… Esecontenido erarelevanteparati…”
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SelfStartfrom
variossou
rces,201
5
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9
PubconpresentationbyGoogle’sGaryIllyes,2016
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Relevancia,Relevancia,Relevancia…
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Cap 3.10CONSEJOSPARAMEJORARTUSCAMPAÑAS
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“PAYTOPLAY”
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3.1:COMPRENDEELTERMINORELEVANCIA
1#Lateoría es aburrida pero es necesaria parauna práctica correcta
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3.2:FOCUS!
2#Notienes quehacer publicidad en todas lasplataformas,analiza laquemejor funciona paratu audiencia
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3.3:MONITOREALASRESPUESTASNEGATIVAS:Spam,Scam,Noquieroveresto,repetitivo,
3#Aunque noloquieras ver,estas reacciones sí cuentan yMUCHOen los medios sociales
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3.4:PiensaenelEARNED!
4#ElViralreachsigue contando yMUCHO.MotivaelShare!
->GeneraEarneddeverdad (Viral)vsLike
->Es Reachyclicksgratis!
->Auge delshareprivado (Whatassp,Messenger,etc)
->Supone unnivel deengagementmayor
->Fuerte correlación entresharesyRelevanceScore
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3.5:Losunicorniossonrarosperogeneranmayoratención
5#Concentratu inversión en aquel contenido conmayorengagementyresultados
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3.5:Losunicorniossonrarosperogeneranmayoratención
5#Concentratu inversión en aquel contenido conmayorengagementyresultados
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3.6:NoolvideselRemarketing nitampocoelpunto2!
6#Remarketingadsgeneran x2x3mejores resultados hastaquesevuelven pesados
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3.7:Séespecificoentutargeting (Behaviors,demographics,interests,custom audiences,etc.)
7#Piensa en Tribus /grupos,GUARDALOSycrea diferentes creatividades
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3.8:Einclusocombínalos(Interesado,lohavisitadoyademáspuedecomprarlo)
8#Combina pero crea audiencias quesonlosuficientemente grandes
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3.9:CombinaPaid Search conSocialads
9#Socialads(content)funcionan muy bien como awarenessyrecalldriverparaayudar en laeventualbúsqueda
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3.10:RELEVANCIA!
10#Hagas loquehagas,piensa enRelevancia porque es loquedetermina eléxito.Sinella nopasa nada.
Facebookintenta mantener en el8Twitternolomuestra pero puedes ver elengagement(2-10%)
RELEVANT
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Cap 4.HACIADÓNDEVAELSOCIALMEDIAADVERTISING
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4.1:Internetcomocualquiermedioesalgocorrupto– NoCompresfans
->Penalización en engagement
->Audiencia norelevante
->Pérdida defoco geográfico
->Pérdida decredibilidad demarca
->Falsailusión
VIDEO:https://www.youtube.com/watch?v=oVfHeWTKjag
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4.2:LoPrivado empieza atener valordenuevo (Mensajería,Whatsapp,etc)
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4.3:VIDEO… Mejor crea 4videoscortos relevantes einvierte en distribución queque25imágenes/photos
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4.3:VIDEO… Mejor crea 4videoscortos relevantes einvierte en distribución queque25imágenes/photos
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4.4:Vuelta alamedición estilo TV(GrossRatingPoint)- Convergencia
->Cross-platformmedición unificación
->SocialmediapartedelBIGmediaplan
->Mejora segmentación
->Más poder paralos grandes
->Socialdeja deser social
->Más complejidad
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4.5:LIVEisthenewREALTIME!
Dejunio anoviembre de2016,Facebookaumentó elporcentaje deusuarios queconsumieron livevídeo del14%al17%. Twitter,por su parte,introdujo lafuncionalidad elpasadodiciembre ylogró directamente queel9%delos usuarios delaredselanzaran alapiscina delvídeo en directo.Mientras,lasconsolidadas YouTube,SnapchatoPeriscopeperdieron unporcentaje significativo deaudiencias devídeo atiempo real.Adía dehoy,lapropagación delformato nosuperael16%,el12%yel9% delos usuarios totales,respectivamente.
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4.5:LIVEisthenewREALTIME!
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4.6:Robotsyprogramas paralagestión automática (#bigdata)