March 30, in the "2017 China (Chengdu) cross-border electricity export summit", Facebook China SME channel business development general manager Chen Zhen published a "Facebook talk about people-oriented marketing efforts," the public speech, He shared, Facebook in cross-border electricity and content aspects of how to complement each other to do marketing? What's important is the efficiency of a cross-over device, the second talk about the efficient and efficient mobile era, and share the marketing of dry goods.
Facebook China SME channel business development general manager Chen Zhen
It is understood that the meeting by the Chengdu Municipal Commission of Commerce, Shuangliu District People's Government, billion state power network co-sponsored, Chengdu Shuangliu District Free Trade Administration (chips), Chengdu cross-border e-commerce association contractors. The conference will focus on the theme of "global connectivity, export unbounded", and discuss the opportunities and challenges of exporting electricity business under the new normal situation of cross-border trade, the new ideas of Chengdu's cross-border electricity business development and the export business opportunities of emerging markets. EBay, Google, Huitong world, global market, Facebook, Milan and other enterprises attended the meeting and delivered a speech.
(Tips: This article is a shorthand for the draft, to ensure that the guests intention, without abridged, or flawed, please understand.
The following is a lecture Record:
Chen Zhen: Leaders, ladies and gentlemen, good morning!
I am the focus of the development of small and medium-sized businesses in Greater China, Chen Zhen, Facebook is not only the small and medium-sized business sector this year, the whole of Facebook will be more concerned about the Chinese market in 2017 new customer development, I hope that through my speech, Be able to communicate more with me. I am also very excited today, Facebook stood in Chengdu so attractive a city, if the end of today's summit early, I would like to walk in the streets of Chengdu, went to the end of the road to the bistro sitting at the door!
Before I speak today, I would like to ask you first, what is Facebook in your mind?
I believe that many people think that Facebook will think of that blue and white Web site or your phone on the blue APP, I would like to say Facebook this business is far more than such an APP, we blue this Facebook button of course, Important because today we have 1.86 million active users worldwide using Facebook's main platform, including INSTAGRAM. In addition, on other platforms, we also have a large number of users gathered. So, if we add these traffic families, at least they want to spend 50 minutes on the APPs I just mentioned.
When we have such a big flow, we have undoubtedly constitute the largest human interactive community, in the United States we are more than 60% of the network users are our Facebook users, this data in Latin America, Asia, Malaysia, Thailand and even 7 into and 8 into. In the face of these flows, they are very personal, they are distributed on different screens, have different needs, and across the equipment, you do not know where I spend the most is where, where did I do on a platform The In addition, if the advertisers here are doing overseas marketing, I do cross-border electric business are sold abroad, the difficulty is even greater. So when we face the cross-border electricity sellers, we often ask the question is - can you tell me where my customers are, how do I know them and how to find them?
Faced with these difficulties, Facebook is very confident!
The reason is that the first we have more than 1.8 billion users in the world, more than 1 billion at least with a foreign business business communication, which shows that we have a lot of cross-border electricity business on this platform to communicate needs.
The second Facebook is a people-oriented business, in the above are real user information, and is a cross-platform, a common user ID, which leads to my share with you to share the first, is the cross-device precision marketing The
I just said that the real customers, we will say, is the other customers is false? How do we define a real person? When you go to a platform where you are moving, PC, we can make a complete user portrait through your user ID, maybe my name on Facebook is Mike, and on other computer devices I'm just So a code, how to match these two people, look at his complete interest path and the purchase path?
Another popular Facebook sentence, that is, people can not be these pixels, code and technology means limited. So we have to do is through these so-called scientific and technological means to see the screen behind a real person. What method do we use? Just mentioned with you, we have a very three major flow platform INSTAGRAM, Facebook and so on.
I give an example, assuming that living in Los Angeles Kathy has a laptop, an iphone, like a dog, which can see her these things, she is a shoe control, she may be at 9 o'clock in the morning when working secretly Open the computer began to browse the shoes, to 12 o'clock when the meal and secretly use the phone to see the shoes, when she would like to set the hotel at night when a pop up a shoe ad touched her two days after she was on the site to buy.
Through a different path and different advertising positions affect her entire purchase decision-making process, every purchase, whether it is based on interest to buy, or website members, or background monitoring code, they will become a seed user, zoom in with her Similar to the user.
So your information to be related to your interest, if you can do this, like the British telecommunications company, he suggested that the content may be the same format, but the content is different, will see you like sports or variety show , To provide targeted material, so the click rate must be very high.
Just said is a cross the efficiency of the device. The second talk about the mobile era of efficient and efficient.
I believe that moving this topic we are very familiar with, it is now a way of life, the phone is already inseparable from our equipment.
I have a data here: people will see more than 150 times a day mobile phone, this figure is not surprising! 73% of people can not do without mobile! Mobile commerce growth is much higher than the growth of PC.
We look at the shopping process just now, you may first see the ad on the phone, browse the details on the computer, behind the ipad to see, and finally in the site or the store to purchase the conversion. In reviewing this process, a large percentage of people throughout the process will run through the phone, so we rely on mobile devices, then we look at the different equipment browsing process, you will find the flow because we thumb the page is very fast, so move Page as long as 1.7 seconds. And mobile devices on the young people are very demanding on the creative, more than 56% of people said that they like to share interesting content, and 72% said they want the platform is entertaining, I hope this content is good-looking, When these factors together, at the same time superimposed on our cross-border electricity business, I have a lot of good products, but I can only show a small area, then how do I choose a good product The Here I give them some good new product form recommended:
The first is a rotation ad. We can see that the entire browsing process your conversion rate and click rate will have 30% to 50% increase, in this form can show you a wealth of products, show it a different perspective, or show a range of products. In addition, this rotation of the advertising form can not only be used to display pictures, and even can be applied to an interesting video. For example, the recent large size of women is hot, this is our case in this regard, the precise positioning of a large European and American women's clothing group a video ad, when you click on the jump will be the official website.
The second example is the world's most commonly used 10 APP, 6 are used to send the message APP, we have both in which.
Today, 67% of people will say that they will communicate with the business through real-time communication, today in our page, Facebook this free page, you can see the instant messaging button, if you want to consult him, you can directly with him One-on-one communication. Of course, we have not only one to one communication, there are large-scale, you can customize some pre-stored messages, you can also take some action, for example, I want to shop to buy or pay transfer.
Just talked about instant messaging, there is a very interesting place, I believe that many guests certainly with the B2B business related, we have been asked Facebook is not related to the form of B2B? I introduce a list of ads, B2B is a good advantage is to collect examples. You click on this will jump out of a form, this will be very suitable for you to collect the user's contact information, while to send some electronic newspapers, discounts and questionnaires.
You can see a description card, you can see the specific content of the fill form. So this is what I call the mobile related marketing force.
The third is the visual sense of innovation and marketing power, this part is more interesting. Today, our mobile devices have been constantly changing, so people's way of expression has changed, we through emoticons, pictures, photos and fast photos, constantly creating new content. Let's see these new content, 20% of the digital content has been related to the video, while the world every day to watch the video more than 100 million hours. When such a long period of time the amount of broadcast and content generated, if the cross-border electricity business is still around some of the specific picture to do the material, it is difficult to compete for video and animation competitive.
We have 40% of the INSTAGRAM video viewing time above the growth, while on Facebook also has almost three times the growth, especially on the right, this is a 360-degree film, will give you a kind of immersive feeling.
Speaking of immersive, we can recall, many years ago if an ad on the line, I will use a text ad that this thing is coming, we are ready to put enthusiasm. But then I will use a very beautiful picture to bring impact. And now we have entered the video can be used to show the key picture of the times, so you are very excited. And then back VR, AR era has come, this 360-degree panoramic view of the model has come, and landing the entire process of Facebook, let us feel the impact of VR and AR video.
Just the very cool form, of course, depends on the very good network conditions, many sellers will say, "I know the video is good, but the video is difficult to do." For example, on the left, I will say that the video will take up for a long time, If there is no good idea I do the effect is not good. The right we say in the user's point of view, the user may be in various countries, the network conditions may be poor, may spend a lot of traffic, and even equipment is not good, this time how the video play a role? This time we will introduce us a new form called Slideshow, it can be a complete video into a slide.
Will everyone say why you recommend videos so strongly? The first video is cool This is the foundation, the second When you watch the video, we can monitor how many seconds he watched, and then Facebook can remake them. So after watching the TV series, we sponsored some of the implanted ads, broadcast the second episode of the new episode of the news, all the actors made the ad, it was a good conversion.
Finally, we can have some dry goods to teach everyone to act. The first site is Facebook IQ, which shares the latest Facebook case and our survey.
Second Dudiences, you can see his age characteristics, interest characteristics and so on. Of course, the premise is to have a Facebook ad account.
The third more localized content, FacebookBusiness and Facebook Bleprint, we can see that we have a module, we can step by step learn Facebook module, when you complete these tests, we have a certificate to prove that you are A relatively qualified Facebook optimization staff.
Said so much, always have a landing link. If you are not a Facebook user today, or you simply operate, and now want to experience these services more professional, we here is a Facebook in the Chinese team and the official agents of the contact, you will have this information after the agent Business team to communicate with you.
The three priorities of my speech today are here, the first is cross-device tracking, because Facebook has a common ID on different device platforms, you can know the behavior of users on different platforms, and they continue to use These platforms continually affect him.
The second is to change to a more dynamic mobile device.
The third is to change to a stronger vision, because the vision is not only the impact, but also can be remarketing.
Today, my speech to this end, Facebook wish you global business opportunities without borders.