Know how to create impact by putting people first via 'People Centric Marketing'. Gain insights from the webinar led by Sakhee Dheer, Head of Digital, Global Business Marketing, Asia Pacific, Facebook.

2. ​Right person
​Right time
​Right place
​Right message

4. Mobile has changed business…
and presented new challenges &
opportunities for marketers

5. By 2020, 75% of
all mobile traffic
will be video

6. The typical customer path to conversion spans devices and
channels
1. eMarketer US data, April 2015
2. "Consumer Barometer study," TNS Infratest, June 2015
of people start an activity on one
device and finish on another2
of people use
three or more devices150% 41%
​Conversion
Home PC
​Search
​Facebook
Work PC
​Display ad
​Instagram ​Facebook

7. 7
People expect
businesses to provide
fast and
frictionless
experiences
40%
of people abandon a site if it doesn't
load after 4 seconds
49%
of people say they would
purchase more on mobile if it
were easier
Source: 1. Aberdeen Group, “The Very Real Costs of Bad Website Performance,” Aug 2016, 2. SIGNAL, “The Signal Retailer’s Guide to Understanding the 2015 Holiday Shopper,” July 2015

8. ​….with the rise of these
new trends, reaching…
​right person, right time,
right place, right message
​…..has never been more
targeted and at the same
time complex

9. Think People, Not Devices
It’s tempting for us to think in terms of
channels or devices, but it’s always
been about people.
To reach the right people at the right
place at the right time, we need to
understand how and where they
engage, discover and share.

10. Capture Attention
• Memories are made in an instant.
• Hook people with your most engaging
content.
• Bring your story forward visually to
help drive attention and the clarity of
the message.
• Create visual surprises

11. Facebook and Nielsen research found that up to 47% of the value in a video campaign was
delivered in the first three seconds, while up to 74% of the value was delivered in the first ten
seconds
Source: FBIQ 11
Capture attention quickly

12. •Listen to your customers
•What drives them, What engages
them, What are their needs?
•What it that one thing which will make
them stop everything and listen to
you.
Driven By Insight

13. Always be doing something new

14. Always be trying something new
Vertical Videos
Facebook
Carousel
Showcase images or videos
of your different products
within this single ad
Facebook Canvas
Showcase images or videos
of your different products
within this single ad
Rich media
Expandable banner

15. DON'T WAIT FOR PURCHASE INTENT, CREATE PURCHASE INTENT

16. In the mobile era you need both
reach and relevance
Reach people looking for you
Reach many people
with few products
Source: Facebook internal data across Facebook, Instagram, Audience Network, worldwide, based on sampled data
across all catalog-based ads, pulled July 2017

17. Understand the journey
In today’s multi-device world,
people are discovering on one
device, researching on another
and converting on a third.
• Be crisp, be authentic, and be
present.
• Adapt people based
measurement to target and
retarget.

18. Be present
FAC EBOO
K
B e
C o n n e c t e d
GOOGLE
B e
S e a r c h a b l e
LIN KED IN
B e i n s p i r i n g
IN STAGR A
M
B e V i s u a l
TW ITTER
B e r e a l
t i m e
YOU TU BE
B e
r e l a t a b l e

19. Conquer the thumb
it takes
personalization,
visualization
and
experimentatio
n
19
It takes
empathy
The thumb is in charge now, and the thumb
is far more demanding. It’s quick to scroll.
It’s quick to close. Quick to flip the page. But
with the right approach, the thumb is also
highly likely to stop, engage and buy.
The more we can put ourselves in people’s
shoes and understand their experience, the
better experience we can create.

20. Measure, Learn and Optimize.
Measurement is a tool to help marketers evaluate and improve campaign strategies against
their definitions of “success.” But for measurement to work, it must be constructed correctly,
audiences selected accordingly, and a plan in place so as not to contaminate the results.
Don’t run after shiny objects…Pick the most apt objectives & KPIs to drive your business
outcomes, build a plan to test, measure rationally and optimize.
Objective Primary KPI’s Secondary KPI’s
Awareness Brand Lift, Reach, Video metrics Link Clicks, CTR, Website metrics
Traffic
Reach, Link Clicks, CTR, Website
metrics
Video metrics
Conversions Reach, Conversions, CPA, ROI
Link Clicks, Video metrics, Website
performance
Build a Data Driven Plan

21. Plan Learnings
Understand how different parameters in your media plan affect campaign performance.
 Plan to test the same advert on two different audiences to see which audience
performed better.
 Or, test two delivery optimizations, such as conversions or link clicks, to determine
which yields the best results.
Continually, test, optimize to not just make current campaigns better but make future
media planning stronger

22. Audience
You can divide your current
target audience into two
different categories and test
them against each other.
Possible tests to run:
• Audience (A) compared
to saved audience (B)
• Audience (A) compared to
audience (B) compared to
audience (C)
Delivery Optimizations
You can choose to optimize for
conversions in one test and
link clicks in another.
Possible tests to run:
• Optimize for conversions
(A) compared to optimize
for link clicks (B)
• Optimize for conversions
with a conversion window of
one day (A) compared
to optimize for conversions
with a conversion window of
seven days (B) compared
to optimize for link clicks (C)
Channels & Formats
Plan to test different channels
and formats. Based on results
you can decide to reallocate
budgets and optimize media
plans.
Possible tests to run:
• Channel(A) compared
to Channel (B) compared to
Channel (C)
• Channel(A) Format(A)
Compared to Channel (A)
Format (B) compared to
Channel(A) Format(C)
Measure, Learn and Optimize

23. ​INFRASTRUCTUR
E
​ORGANIZATION
STRUCTURE
Assess capabilities

24. ​What is the one
insight that will
make your audience
pause and take
notice
​Bring all
stakeholders
together to think
people
​1
​Bring internal teams
together to create
timelines
​Communicate with
stakeholders
​Assess current
resources
​2
​Think about end to
end measurement,
wherever possible
think people based
measurement
​Pick KPIs based on
objectives
​3
​Always build a
learning plan
​With every
campaign learn
more about your
customer
​Make your future
campaigns better
​4
​INSIGHT LED CAMPAIGN
PLANNING
​CAMPAIGN PLANNING ​MEASUREMENT ​LEARNINGS
Plan early, put people at the center

25. Build & Deliver
Experiences

26. Michael Kors connected their
online ads with in-store sales
Source: Facebook case study, Jan 2017
increase in attributed
in-store transactions
31%
increase in attributed
return on ad spend
33
%
increase in attributed
revenue
25
%
Michael Kors implemented the offline
conversions API to attribute offline sales
in its retail locations to its Facebook ad
campaigns.

27. Cadbury Dairy Milk expanded
traditional with digital reach
Increase in brand
consideration
5.1
%
Incremental reach
over TV
5.7
%
Impact on
Facebook
advertising spend
10x
The confectioner gained additional reach
over what it achieved with TV ads by
expanding campaign on Facebook

28. ​Always Question!!

29. ​Never start without a
clear goal

30. Be Crisp,
Be Relatable

31. Measure, Optimize,
Learn

32. Think People
Build Experiences