programa de preferred market developer facebook
DESCRIPTION
Palestra do Renato Goulart, Head of Market Development, PMD Program do Facebook no Fórum de Marketing Digital Etapa São Paulo. Realizado no dia 26 de agosto de 2014TRANSCRIPT
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DIGITALKS– Forum de Marketing digital
São Paulo – Agosto 2014
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Renato Goulart Head of Market Development, PMD Program | LATAM
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Todas as pessoas importantes para você.
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Onde elas descobrem o que importa a elas.
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Todos os dias. Em todos os lugares.
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The big picture
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2005 2013
Antes Hoje
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A internet está mudando para o mobile
Fonte: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2010 2011 2012 2013 2014 2015 2016
Worldwide smart connected device shipments (M)* Smartphones PCs Tablets
45% da população
mundial terá um smartphone em
2016**
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Source: eMarketer, US , July 2013
Radio Television Digital Mobile
1950 1960 2000 2010
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Source: IDC Always Connected Report, March 2013
PESSOAS = Consumidores
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O Facebook é uma das plataformas de Marketing mais eficazes do planeta
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Alcance seu público em grande escala
Source: Facebook internal data based on inferred and reported data, August 2014
>89M Brazil
83% usuários de internet
>1.32B No Mundo
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No Brasil, todos os dias
59M 66% dos usuários ativos
mensais retornam
Mobile Dia
>41M
Mobile Mes
>68M
Fonte: Dados internos do Facebook – Março 2014 & eMarketer – Novembro 2013
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O celular é hoje o que mais aproxima você do seu cliente ao longo do dia
Fonte: IDC Always Connected Report, US, March 2013
North America
79% dos usuários de
smartphone ficam longe de seus celulares por apenas 2 horas por dia, sem contar o
período de sono.
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O Facebook está no centro da mudança para o mobile
Fonte: Facebook Q1 2013 Earnings
de crescimento ano a ano dos usuários ativos
mensais de mobile
54%
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Fonte: IDC Always Connected Report, EUA , Março 2013
As pessoas são altamente engajadas com o Facebook
90% dos proprietários de smartphones nos EUA leem o seu News Feed pelo menos uma vez por dia
63% leem várias vezes ao dia e estão conferindo o News Feed várias vezes ao dia
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Fonte: IDC Always Connected Report, US March 2013
46% das pessoas usam o
Facebook enquanto cuidam
dos afazeres do dia a dia ou fazem
compras
O Facebook alcança as pessoas em todos os lugares
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Fonte: IDC Always Connected Report, US March 2013
47% das pessoas usa o
Facebook enquanto preparam uma
refeição
O Facebook alcança as pessoas em todos os lugares
Recommended for CPG
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Fonte: IDC Always Connected Report, US March 2013
48% das pessoas usa o
Facebook enquanto estão malhando ou na
academia
O Facebook alcança as pessoas em todos os lugares
Recommended for all verticals
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Source: US Mobile Total Monthly Minutes, comScore, September 2013
Where they are most engaged
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9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm
No Facebook, o horário nobre é todo o dia
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$$
Campaign ‘A’
Campaign ‘B’
Campaign ‘C’
Ad Budget Performance
$
$
Ad ‘A’
Ad ‘B’
Ad ‘C’
Otimização & automação
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A PMD tests & scales, identifying pockets of success. For example, an online retailer’s ‘red dresses’ campaign may show strong results.
The PMD then creates multiple subsets of the ‘red dresses’ campaign to test
PMD automation
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O caminho-para-compra é complicado Você está interagindo com seu consumidor quando eles estão prontos a converterem?
Começam o processo de compra em um
dispositivo e mudam pra outro
67%
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
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Preferred Marketing Developers These are our people. They’ll connect you with yours.
Presenter Name and/or Client Name
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Marketers/Agencies
The Facebook marketer’s toolbox
Services and Technologies
PMD
Native Tools
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PMDs combinam tecnologias avançadas com expertise para ajudar anunciantes a atingirem resultados excepcionais no Facebook
PMD
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Como PMDs adicionam valor?
Measurement and Insights
Real-time performance monitoring
Campaign optimization
Crystal-clear dashboards
Sophisticated Technology
Campaign automation
Improved targeting
Scaled optimization
Service and Strategy
Planning and strategy
Content development
Creative testing
Advanced Innovations
External data integration
Linking media (TV, radio or search)
Vertical-specific solutions
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PMDs trabalham pra você e com você
Marketer
PMD
PMDs offer licensed software or managed service options.
PMDs enable agencies to offer their clients more advanced capabilities.
Agency
Managed/ Self-Service
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Percentage of advertising budget for self or fully
managed service
Modelos de Negócio
Fixed price for licensing tool for self service or
white-labeled solutions
Note that there are 2 typical pricing models below:
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www.facebook.com/pmd
PMDs?
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Facebook Accelerate
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Hack Genius!
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Obrigado!