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- <Seminar Report> Held in Osaka [Facebook, Twitter, Google Analytics] SNS Advertising x Access Analysis Seminar [Introduction]
Held in Osaka [Facebook, Twitter, Google Analytics]
SNS Advertising x Access Analysis Seminar [Introduction]
～ Seminar Report ～
Seminar outline
theme
Held in June 2015
[Facebook, Twitter, Google Analytics]
SNS Advertising x Access Analysis Seminar [Introduction]
Date and time
Thursday, June 18, 2015 15: 00-17: 00
Place
Osaka Grand Front Osaka North Building 23rd floor
Teacher
Part 1 GMO Payment Gateway, Inc. Customer Attraction Support Department Wooden Mia
Part 2 GMO Payment Gateway, Inc. Customer Attraction Support Department Yukinori Ikeya
Overview
SNS advertising and access analysis that are indispensable for the latest online marketing. In proportion to the growth of the EC market, issues such as "how to attract customers" and "how to connect the attracted users to purchases" have come to be faced in many businesses.
While there are the latest methods and cases mainly in Tokyo, we will utilize the knowledge in the Kansai area and hold seminars on the theme of "SNS advertising x access analysis seminar" in order to achieve "sales increase". It came to.
[Part 1] Increase sales through SNS advertising
In the first part, GMO-PG Wooden Construction introduced points and examples of increasing sales using Facebook ads and Twitter ads.
In the first half, he talked about the features and benefits of Facebook ads and other functional aspects. In particular, the importance of targeting using age, hobbies, educational background, etc. due to the fact that it is a "real-name SNS" is a key point, and as a successful example, a case of "attracting customers for seminars" by a recruitment agent was introduced.
Since the mission of the promotion was to "gather executive candidates," we categorized the targets in detail according to age, university of origin, company name, industry in which we work, and what is the best advertising creative for each AB. A test was conducted.
As a result, it was possible to gather the number of applicants at a cost far below the target, and it was possible for applicants who matched the desired group to participate in the seminar.
In the latter half of the Twitter ad, the user base is younger than Facebook and there are many students, so in addition to the difference that it is suitable for services and products for young people, the points of utilization based on the difference in specifications were introduced. ..
advertising delivery users who are interested in competitors, which is difficult on Facebook, is an attractive method in the recent business scene where competition is intensifying.
In addition to that, TV program targeting was mentioned as a characteristic distribution method of Twitter. It serves ads to selected users who "tweet keywords related to TV shows."
It is the latest function based on data such as "Twitter is often used while watching TV", and if you know the program that matches the target of your product, you will want to use it.
Finally, the evolution and updates of SNS advertisements are being carried out every day, and the first part has ended, saying that "challenge new methods" is the key to increasing sales.
[Part 2] Increase sales with Google Analytics
In the second part, GMO-PG Ikeya, who is also a Google Analytics certification holder, talked about the points to increase sales using Google Analytics.
This time, as it was called [Introduction], a lot of time was spent on basic parts such as "necessity of access analysis", "indicators to see in Google Analytics", and "what is necessary for kaizen conversion rate".
E-commerce, it is important to pay close attention to "number of visits" and "conversion rate", which are directly linked to the index of sales.
The following six were introduced as "segments to see" how to analyze these two "indicators to see" by Google Analytics.
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1. For each user (age)
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2. For each user (gender)
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3. For each user (new / repeater)
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4. For each device (PC, smartphone, tablet)
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5. For each inflow channel
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6. Every landing page
Each was introduced based on a case study, and one mail-order site made a difference such as "the conversion rate in the 20s and 30s is about 1.3 times higher than the main target in the 40s and 60s."
In such a case, "In order to further increase the sales of the elderly, who are the main target due to the large inflow,
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1. Increase the font size of the site
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2. Special feature on health consciousness that is easier for older people to care about
Such measures can be considered.
It is important not only to think about the points of these hypothesis planning, but also to implement them as measures. That is "necessary for Kaizen conversion rate", and he insisted that sales would not increase unless he actually took action.
In access analysis and reporting, labor tends to be devoted to "analysis", but sales will not increase unless hypotheses and measures are examined from the analysis results and actions are taken.
In addition to increasing the number of customers through measures that utilize SNS advertisements in the first half, it is necessary to consider web marketing based on the two axes of "advertising x analysis" in order to efficiently increase sales by analyzing the company's site. As all the programs are finished.
Participant's voice
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Company Y "It was very helpful for the first part. Thank you."
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Company S "Because payment system, I understood the significance of consulting Google Analytics and increasing sales! Thank you!"
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Company T "I would love to hear about the details of site analysis that have been stepped up in the future."
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- <Seminar Report> Held in Osaka [Facebook, Twitter, Google Analytics] SNS Advertising x Access Analysis Seminar [Introduction]
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