Presentación Eduardo Green | Facebook Argentina - eCommerce Day Buenos Aires 2017

Notas del editor

• #2: Facebook IQ is our robust insights offering of studies, tools and resources designed to inform, inspire and fuel great campaigns—all in one simple destination. In terms of our studies, we provide a Facebook-unique lens on how people’s attitudes and behaviors are shifting across generations, geographies, devices and time. We also analyze how mobile is changing the consumer journey across verticals such as Consumer Packaged Goods, Auto, Gaming and E-commerce. And in this more open and connected world, we provide research and considerations to help guide the strategic evolution of creative development, media planning and buying and measurement. Through our tools, we offer the power of our internal data to fuel a campaign's complete lifecycle. You can now efficiently surface audience, industry and market-specific data, on demand, to better inform your strategic planning, creative ideation and media decision-making. ----------------------------- 2020 will be here in less than 28 months. Which means there’s never been a better moment than now to start preparing for it For millennia, humankind has reflected on the future, seeking signals of what’s to come. And there is a very practical reason to this: learning about the future empowers people to prepare and take part in its making. Cultures that thrived learned that analyzing, preparing for and building tools for the future was key to their survival and evolution. But technology has changed everything, as it has transformed the pace at which the future arrives. Changes that used to take centuries can now happen in a couple of years, sometimes even months. The world is changing, and it’s changing fast. So let’s get back to the future... what will 2020 actually look like, from an ecommerce (well really, an m-commerce perspective)?
• #3: By 2020, it’s predicted that over half the connected world [people with internet connections] will be making purchases online. ---------- Source: http://na2.totalaccess.emarketer.com/reports/viewer.aspx?r=2001849
• #4: But mobile's most profound impact is not just that it’s going to increasingly be where people make their purchases… it’s most profound impact is probably the effect it will have on the REST of the path to purchase—and shoppers’ expectations.
• #5: Shift #1 is convergent commerce. Now, while we know that people’s paths to purchase are more complex than ever, there’s also a unifying force across those journeys. The force is strong and is only getting stronger. This unifying force, of course, is the smartphone.
• #6: Looking at the retail and ecommerce verticals, for instance, US shoppers who saw a Facebook ad on mobile and then converted on mobile took A DAY less to convert than those who saw a Facebook ad on desktop and then converted on desktop. In other words, in this particular study, we found that mobile-to-mobile conversions were 13% faster than desktop-to-desktop. [This trend holds true for mobile-to-desktop conversions, as well.] The headline here? When mobile is added to the path to purchase, the path to conversion is quicker.
• #7: This next shift may hinge on subtlety—but it would be a mistake to underestimate its hidden power. We've all experienced the power of visuals—such as video—to inspire desire. But when it comes to where people will spend their money in our mobile future, equally important is the power of all that we cannot see—the hidden patterns behind people’s mobile experiences.
• #8: People are not going to play on mobile… a faster browsing experience is a non-negotiable, as you can tell from the 40% of mobile website visitors who literally abandon a site at 3 seconds of delay. On mobile, time flies… in more ways than one.
• #9: And speaking of meeting your customers half way—and where people increasingly expect to meet businesses in general—this next shift is about where these interactions will increasingly be taking place… in messaging apps. Customer service is just the tip of the iceberg. We are already seeing messaging apps serving as one-stop shops and m-commerce machines…
• #10: But let’s back up for a second to talk about the opportunity, and why this matters. By 2020, 80% of smartphone users are projected to be using a mobile messaging app. And we’re already seeing strong evidence of people using messaging apps to pave new paths to purchase today.
• #11: And messaging apps are playing an important role across the ENTIRE path to purchase. It seems that once people try it, messaging quickly becomes people’s preferred method for connecting with businesses—whether they’re asking where a store is located, how late a store’s open, whether an item is in stock, whether they’re making a purchase or making an appointment at their favorite salon, or whether they’re looking to provide feedback. Net net, messaging is bridging—shrinking—the gap between people and businesses in a whole new way—and in a way that seems set to grow.
• #12: Brand Name: Arcos Dourados Comércio de Alimentos Ltda Agency: DPZ&T Market: Brazil Industry: Consumer Packaged Goods Campaign Start Date: 04/25/2017 Campaign End Date: 05/31/2017 Entrant Full Name: Otávio Almeida Entrant Email: otavio.almeida@dpzt.com.br Campaign Goals: Brand Awareness, Local Awareness, Reach, Engagement, Conversions, Store Visits Products Used: Facebook Messenger bot Campaign Overview: For over 20 years in Brazil, the tray liner in McDonald’s was the main channel of communication between the brand and its consumers. Every month, 14 million tray liners are printed: • games, • curiosities, • tips about life, • general knowledge • special editions for the World Cup and the Olympics. However, with the arrival of smartphones, these tray liners were not so interesting anymore to consumers the way they were in the nineties. For this reason, the challenge was to use technology to resume the conversation with consumers around the table. Offering a more enjoyable and fun meal for those who go to McDonald’s. Creative Ideas: More than just a simple tray liner, McDonald’s created a social platform for entertainment and to stir conversations with users. By using a Facebook Messenger Bot, the brand created a series of immersive experiences where the user, by synchronizing the tray liner with Facebook messenger, was invited to play a series of games, in the format of board games. Enigmas, adventure games, races and much more. 1.642 different phrases were created, which brought more veracity and humor to the chat. TrayQuest also shared links, videos and audio messages. All that was needed to maintain a natural dialogue with consumers and their friends.  Key Results: Much to our surprise, developing this project with technology from Facebook, exceeded our expectations in a very positive manner. In only 7 days, 175 thousand unique users were generated and they interacted, in average, during 4’47 through Facebook Messenger Bot. Over 30 thousand coupons were generated. 27, 91% of the tray liners were activated and 42, 7% of the people who played, did so all the way to the end.  The truth is that Facebook has become more than an interaction platform. Today it is a great hub for data and consumer behavior for the brand. Allowing for the discovery of a lot of information about McDonald’s lovers. And thanks to social networks, all of this took place in an organic manner. Without any media investment.   Facebook Platform: TrayQuest innovated by creating a new, real time relationship experience with consumers at McDonald’s during meals. Using the chatbot from Facebook Messenger, we developed an extensive decision tree, where all paths awarded the user with a coupon. This flowchart became the base for the development of the artificial intelligence that sustained the dialogues via SMS, video and audio, with a very natural language. This generated over 9 million interactions during the first 10 days. The execution took place as a test in 50 restaurants in Sao Paulo, and organically obtained astronomical numbers in the first week alone. This was then amplified to 907 restaurants all over Brazil