introduction to custom audiences on facebook

ELITESEM.COM CONFIDENTIAL

CUSTOM AUDIENCES & YOUAaron Levy | @bigalittlea | #DFSWEM

June, 2015


HI! I’M AARON! Some big clients,

some really small.

I teach at Drexel & UVM.

Reach me on twitter @bigalittlea

Or email me [email protected]


A LITTLE ABOUT ELITE


WE’RE GONNA TALK

ABOUT

CRM Retargeting: the misnomer

Maximizing your match rate

Tips for growing & honing

Dangers of ad cloning

A few recipes

The future


NO.

flickr.com/galgentx


USER COMES TO YOUR SITE

USER ADDED TO LIST

USER SAYS “YOU SUCK” & LEAVES

YOU STALK THEM AROUND THE WEB

USER FINALLY PAYS YOU TO GO AWAY


NO MORE COOKIES


PRECISION OF EMAIL

REACH OF DISPLAY

CREEPY INFO OF SOCIAL

ENVIRONMENTOF CONTENT


+

+

+ + =

(SUPPOSED TO BE A DATABASE)

ELITESEM.COM CONFIDENTIALflickr.com/loop_oh/

BUILD A CUSTOM

AUDIENCE


NICE CUSTOMER VISITS YOUR SITE THEY BUY

STUFF

MAYBE JOIN AN

EMAIL LIST

THEY CONVERT WOOOOOOO!


THEY GIVE LOTS OF INFORMATION


YOU, HOWEVER, HAPPEN TO BE AN AWESOME COMPANY


SO YOU HAVE LOTS OF CUSTOMERS!


WHO GAVE YOU LOTS OF DATA!


GIVE THAT DATA TO AD NETWORKS WHO (HOPEFULLY) CAN MATCH IT TO PEOPLE


CRM TARGETING HAPPENS ON LOTS

OF NETWORKS


TEASER!


FOR NOW, WE’llFOCUS HERE


EMAIL ADDRESSESPHONE NUMBERS

MOBILE ADVERTISER IDSUSER IDS

EMAIL ADDRESSESPHONE NUMBERS

MOBILE ADVERTISER IDSUSER IDS

TWITTER HANDLES


MOBILE ADVERTISER

IDS??

APPLE ADVERTISING IDENTIFIER (IDFA)ANDROID ADVERTISING IDFACEBOOK APP USER ID’STools for mobile app developers to identify who is using their mobile apps.


THE MATCH RATE SUCKS.


THE MATCH RATE SUCKS. FB SAYS IT’S AROUND 50-60%.IT’S NOT.


THE MATCH RATE SUCKS. IT’S USUALLY UNDER 40%


BOOSTING MATCH RATES

Sounds like we’re dating

CLEAN YOUR EMAILSRemove excess dots, plusses from Gmail addresses

TEST DIFFERENT METHODSCreate an email list and a phone list. Target both!

USE USER ID’SThey’re always right, as long as they’re right.


YOUR AUDIENCE NEEDS AT LEAST 1,000 PEOPLE. OR ELSE.


WHAT’S THE MOST IMPORTANT THING WHEN GROWING AN EMAIL LIST?


WHAT DON’T YOU HAVE TO WORRY ABOUT FOR CRM

BASED AUDIENCES?


CANSPAM?Meh. Let’s be

outlaws!

PULL YOUR WHOLE CRMDouble opt in and email warming campaigns? Hell no.

BUY/RENT AN EMAIL LISTLiterally the only time this is actually a good idea.

GUESSCorporate emails won’t usually match to social – guess their gmail addresses!


YOU FOUND A FEW PEOPLE. NOT A BAD LITTLE AUDIENCE


NOT A BAD LITTLE AUDIENCE?LET’S FIND ALL THEIR FRIENDS


LOOKALIKESGreat way to

scale, but proceed with caution.

YOU CAN USE BASIC PIXELS TOODon’t have to just use CRM methods.

WE GIVE THEM ALL THE DATA THEY NEEDUsers give social networks their souls.

HOW PRECISE WE TALKING HERE?You can adjust scale for Facebook, ranging from 2.4mm to 24mm people.On Twitter, you can’t


2.4 MILLION?!TOO MUCH

AUDIENCE!!!


EVERY GREAT TARGETING FEATURE IN SOCIAL OPERATES WITH AND LOGIC


SO SEGMENT THE EVERLOVING CRAP OUT OF YOUR CAMPAIGNS!


CUSTOMMOBILE

CUSTOMDESKTOP

LOW HHI HIGH HHI

LOOKALIKEMOBILE DESKTOPLOW HHI HIGH HHI

LOOKALIKE

CUSTOMMOBILE

CUSTOMDESKTOP

LOW HHI HIGH HHI

LOOKALIKEMOBILE DESKTOPLOW HHI HIGH HHI

LOOKALIKE

FEMALE

MALE


USE THESE TOOLS TO SHRINK YOUR AUDIENCE TO A MANAGABLE & PROFITABLE SIZE


BEST PRACTICE SIZE? DOESN’T EXIST

SHOOT FOR HIGH 5, LOW 6 FIGURES.

BOTH BIGGER AND SMALLER ARE OKAY PENDING BUDGET.


BUT ALWAYS SEGMENT MOBILE


SEARCH ADS CAPTURE DEMAND

DISPLAY ADS CREATE INTEREST


SOCIAL ADS CREATE INTEREST

SOCIAL ADS ENGAGE USERS

SOCIAL ADS CAPTURE DEMAND

ALL AT THE SAME TIME


SO NO COPYING!


USE THE SPACE YOU HAVEFacebook lets you write content on the post. Make it feel organic

MAKE IT STAND OUTTwitter cards & Facebook images help.

TEST LANGUAGE & AD FORMATSProduct carousels or images? Hashtags or not? Who knows!

ENVIRONMENTOF CONTENT


ASPIRATIONAL CONTENT WORKSSocial comparison theory – networks are there to see how we’re doing

KEEP IT CASUALUGC? AOK. Goofy & fun? Give it a shot. Speak your audiences language

IF IT’S IMPORTANT, SAY SO. Sale of the year or just cool new stuff? Transparency trumps marketingspeak.

CONTENTTHAT

MATTERS


RECIPE 1:TASTY PURSES


SELL EM TO DUDES!


0

50,000

100,000

150,000

200,000

Jul-1

3

Aug-

13

Sep-

13

Oct

-13

Nov

-13

Dec-

13

Jan-

14

Feb-

14

Mar

-14

Apr-1

4

May

-14

Jun-

14

Jul-1

4

Aug-

14

Sep-

14

Oct

-14

Nov

-14

Dec-

14

Jan-

15

Feb-

15

Mar

-15

Apr-1

5

male female


MEN BUY PURSES TWICE A YEAR

CHRISTMAS AND VALENTINES DAY


MEN BUY PURSES TWICE FICE? FIVICE?? A YEAR


ANNIVERSARIES AND BIRTHDAYS


MEN BUY PURSES TWICE FICE? FIVICE?? A YEAR


ANNIVERSARIES AND BIRTHDAYS

AND WHEN THEY STAY OUT TOO LATE GAMBLING ON THAT STUPID BAR GAME WHERE YOU PUT A

RING ON A STRING AROUND A HOOK ON THE WALL


NONE OF THESE ARE TARGETING OPTIONS. BUT WE’RE SMART


RECIPE 1: THE ANNUAL

GIFT

PULL A LIST OF PURCHASERS (CRM)Restrict the time period, maybe 45 days.

TARGET THE CONTRARIAN SEX (SOCIAL)A woman bought for herself. A man did not.

ARE THEY STILL TOGETHER? (SOCIAL)Don’t push purses on a single dude. Please?



GIFT

DOES S/HE HAVE MONEY? (SOCIAL)Target mid-high HHI or net worth folks

IS IN A RUSH? (SOCIAL)You bet your ass if there’s a dude shopping for a purse on his phone, he’s in big, big trouble.



GIFT

CRM:Everyone who purchased in a given time period in the prior year.

SOCIAL:Target men onlyHousehold income $75k+Married, in a relationship or it’s complicatedSegment mobile, and get aggressiveAspirational copy - make her feel special


RECIPE 2:DELICIOUS DISASTERS


ONE SLIGHT PROBLEM…


RECIPE 2: THE SUDDEN

NEED

IS OUR AUDIENCE BIG ENOUGH? (CRM)Import entire purchase list into most used network (facebook).Low match rate to be expected

LET THE TOOL EXPAND FOR US (CRM/SOCIAL)Custom audience based on available audience. Let it grow



NEED

ARE THEY IN THE INDUSTRY? (SOCIAL)Add segments for job title and industry. The audience will shrink dramatically - that’s okay

WILL THEY HELP? (SOCIAL)Find volunteers, philanthropists or those likely involved in the community. Even baseball coaches will suffice.WILL THEY SEE IT? (SOCIAL)Mobile mobile mobile.



NEED

CRM:Entire list of purchasers or users. We want to get as big as possible.Look-a-like audience to expand reach. SOCIAL:Project managers, foremen & superintedents.Interest targeting around any sort of community involvementMobile heavy focus due to long term power outages


RECIPE 3:COOKBOOK 3:CUSTOMER OF A LIFETIME


EVOLVING FAMILY NEEDS


RECIPE 3: EXTENDINGCUSTOMER

LIFETIME

PRENATAL NEEDS:Vitamins for mom and babyNursery furniture“Is this normal” informationBABY REGISTRY:Infant toysSwaddling blanketsInfant clothingDiapers. Lots and lots of diapers



LIFETIME

INFANT NEEDS:Toddler toysToddler clothesBooster seatsPlayards (cage the kids!)Those weird little leash thingsSlightly bigger diapers. But still a lot of them



LIFETIME

TODDLER NEEDS:School clothesActivity books & learning setsBig Kid furnitureSippy cupsBooksLord willing, replace the diapers with training pants and potties

ELITESEM.COM CONFIDENTIALflickr.com/scottvanderchijs

KIDS NEED A BUNCH OF

CRAP!


MOTHERS ARE BUSY

AND FIERCELY LOYAL


LEARN WHAT THEY NEED & WHENTHEY NEED IT

MAKE THEIR BUYING CHOICES EASY



LIFETIME

CRM:Buyers of prenatal/infant/toddler needs over a set time period.Map purchases to identify future needs.

SOCIAL:Age, HHI, education & (maybe) marital status Interest targeting – avoid gifters

Ads that play to stress reduction. Happy kids, happy moms


EVERY CUSTOMER HAS A LIFECYCLE

IDENTIFY YOURS. AND EXTEND IT


RAPID FIRE BONUS IDEAS

EMAIL ACTIVATION:Stop sending email to dormant addresses. Use them for social instead.

CUSTOMER & CONTRACT ACTIVATION:Prevent permanent hibernation

UPSELL ACCESSORY PRODUCTS:New set of irons? Sell them golf balls.

SALE OF THE CENTURY:Lookalikes with low HHI – you can finally afford it!


ONLY A MATTER OF TIME…


EXTEND CUSTOMER LIFETIME!Aaron Levy | @bigalittlea | #DFSWEM

June, 2015

introduction to custom audiences on facebook

Documents

confidential user

confidential whats

confidential hi

confidential teaser

confidential crm targeting

confidential custom

list user

email list