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SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
THE 3 DIMENSIONS OF RELEVANCE
Marketers must deliver the right message, to the right audience, at the right time…at scale! TIMING “When” & “How” • Ads featuring gymnasts during the summer Olympics • Holiday content delivered in-season MESSAGING “What” & “Why” • Clothing promotions displaying items similar to those purchased in the past • Customer testimonials about benefits and quality TARGETING “Who” & “Where” • Content featuring baby products served to new parents • Ads targeted at specific markets and locations
RELEVANCE BY THE NUMBERS View
these social metrics as indicators of relevance: Indicate positive sentiment and soft relevance Indicate how far our relevance has spread Indicate hard relevance and permission to continue the conversation POST LIKES, PAGE LIKES, & FOLLOWS IMPRESSIONS & REACH CLICKS, APP INSTALLS, FORM COMPLETES & DIRECT SALES
Inferred relevance takes place when
you leverage data about people and their interests to create and promote content that will resonate with them Example: Creating an ad for your product that references a popular television show, and targeting people with a known interest in that show. WHAT IS IT?
Create Campaigns for: • Audiences
in key locations • Audiences with known interests or behaviors. Or… • Target highly specific audiences using CRM data HOW TO APPLY INFERRED RELEVANCE
WHY IT WORKED Oreo knocked
engineered relevance out of the park when the power went out during the 2013 Super Bowl. They pulled all 3 relevance levers: • Targeting: Hungry Super Bowl fans • Timing: During the Super Bowl (millions and millions of eyeballs) • Messaging: The post was incredibly topical, clever, and attention-grabbing
Create campaigns based on the
real moments, large and small, that impact the people in your audiences And find the right technology to help you broadcast it to your target audience HOW TO ADVANCE TO ENGINEERED RELEVANCE
TECHNOLOGY TO HELP YOU ENGINEER
RELEVANCE You can use Brand Networks’ Open Signals tool to create simple rules based on real-world events, triggering social advertising to coincide with key moments in real time.
√ ENGINEERED RELEVANCE: REAL-TIME AT
SCALE IMAGE Change with the weather (temperature, flu, pollen) If odds of warm or cold weather are high or if the temperature passes a predefined threshold in any of 40,000 targeted metro areas, then trigger local, product-relevant ads. Data Feed: HAM Weather API IMAGE The Trigger: IF the local temperature in any of these [A cities] dips below [B degrees]… THEN launch [X product ads] on Facebook, targeting [Y audiences].
ENGINEERED RELEVANCE: REAL-TIME AT SCALE
IMAGE Sync your TV campaigns on Twitter and Facebook If a commercial runs on TV, then instantly deploy social ads on Facebook and Twitter in the same region featuring corresponding creative content. Data Feed: Civolution / Kantar Media The Trigger: IF my brand’s TV ads are detected in any of these [A markets] during any of these [B shows]… THEN launch [X Promoted Tweets] targeting these [Y television show audiences] on Twitter.
ENGINEERED RELEVANCE: REAL-TIME AT SCALE
Drive foot traffic based on local store sales If local store sales falls below a certain threshold, then deploy hyper-local targeted social ads driving customers in-store. Data Feed: Company’s Sales Data Feed IMAGE The Trigger: IF the local inventory for these [A garments] rises above below [B units]… THEN launch [X product ads] on Facebook, targeting [Y audiences].