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Attending Facebook Marketers' Day with the IoT Innovation Center o Date: Thursday, August 6, 14:00 o Venue: Startup Alliance |
[ Period 1 ] Four Marketing Hot Trends (Director Hyeonseok Park, Ad Partnerships)
1. Mobile is the new normal
1) In the 1950s, TV replaced radio: work hours dropped from 80 hours a week to 45~50 hours
2) In the 2000s: time spent on digital overtakes TV (2014)
2. Personalized services
1) Amid all that content, consumers want content that reacts to their personal interests.
2) Whether experienced on mobile, desktop, tablet, etc., the entire "path to the actual action" must be included.
3) Identity-based targeting: Facebook is a service that assumes you log in.
(1) Core targeting — matched with hobbies, interests, region, lifestyle, demographics + interests and categories
(2) Custom targeting — matched with customer CRM info, delivers targeted ads to similar audiences on Facebook.
(3) Lookalike targeting — when there is not enough data to estimate from, the system matches after analyzing the behavior of users whose patterns resemble the collected information
- Creates lookalike audiences based on existing fans, custom targets, and actual buyers
* Note — What is similarity? A group of users sharing overlapping behavior patterns, found by analyzing usage.
- Remarketing: analyze and deliver information based on past search and browsing history
* Case — Chamisul (student edition vs. office-worker edition):
based on Facebook login info, relevant videos are selectively delivered.
- Canon DSLR sales:
Delivering ads at the right time for point-and-shoot camera buyers:
a) if a college student — show the Academy Festival
b) if a first-year office worker — show a low-end DSLR
c) if newlywed or expecting — show a high-end DSLR at the right time
- Hyundai Motors: for users who already own an Accent, show the Avante; for users who own an Avante, show the Sonata, and so on, selectively advertising.
3. Expanded use of video
: Evolving on top of the overall progress of network, device, and platform.
4. Measuring performance
: Click-through rate (CTR) does not correlate strongly with business metrics.
[ Period 2 ] Understanding and Starting Facebook Ads (Hojun Choi, Client Partner)
1. Communicating with customers through Facebook (less burden because you're not very sensitive to changes in technical investment or devices)
VS Communicating with customers through a website (additional work like hosting, messaging, mobile adaptation, etc.)
2. Your audience is not just FANS — it's every potential customer on Facebook.
3. Types of ad services
: Like button, page posts (text, photo, video, links to homepage, coupons, events), carousel, mobile apps, videos, etc.
4. Setting ad goals (defining the GOAL)
1) Avoid vague goals like "more fans" or "more awareness".
2) The chosen goal drives the campaign — budget, purpose, and audience produce different results.
3) Why targeting is possible: it is a 100% login-required service.
4) General cookie info + remembering previous content -> deliver a message, image, and video tailored to each audience.
[ Period 3 ] Making Creative Ads (Heunggyo Seo, Creative Shop Team Leader)
1. From a channel for sharing news with people around you to a channel where you meet all the things you like.
2. The change in the way we communicate
1) From pushing "likes" on the unspecified many, to talking about things that will interest specific people.
2) What is a good ad on Facebook? — Honestly, it depends on each viewer.
3) That's why it's harder for small brands. (It's tough to find who to talk to AND what to say.)
3. Creative tips (targeting & marketing relationships, continuously flowing storytelling)
1) Make them stop (something relevant to me)
2) Give emotional and rational reward (not mere information)
3) Keep producing content that stays interesting
4. The 3-step ad production process
1) Create the ad
(1) Set a business goal (increase store visits, increase site visits, raise brand awareness — name, feeling — etc.)
(2) Understand the target audience (a somewhat younger target, or a relatively older one)
(3) Choose an appropriate topic (what to talk about: a story about the staff, introducing a new menu to drive visits, cocktail info, etc.)
2) Prepare images
(1) Find interesting subject matter (unique display method, people and love, today's special, highlights, etc.)
(2) Shoot well (don't just download; no cracks or blur; as high-resolution as possible)
(3) Edit photos (phone apps are enough; be careful with angles and lighting; use photo apps and filters actively; use moving pictures)
3) Write the copy
(1) Mind your tone and personality (feel like a person & keep it consistent: premium restaurant — delicate and soft; sports pub, family restaurant, etc.)
(2) Focus on a single topic (avoid being scattered and long-winded; be concise and focused)
(3) Consider the audience's interests (from the listener's perspective: motivation — "you haven't tried it yet"; price — sale, haggle, limited; fun and curiosity — not text-only but stories worth reading)
5. Creative source material
1) People (the owner or staff), consumer stories, recommendations and tips
2) Space (everyday scenes with the product — not studio shots but real life; display racks inside and outside the store; an introduction to the neighborhood and streets around the store)
3) Products (customer benefits, usage tips, daily recommended items)
4) News (limited-time offers, sale info, parties and events)
6. Staged strategies for bringing customers in
1) Awareness stage: no products or specs — provide brand colors and point-of-view info
2) Consideration stage: provide information about when they would need it
3) Conversion stage: lead them to the site, give price info, provide purchasing channels
