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Facebook for Business (Hong Kong, Asia w/General Assembly)
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Transcript of Facebook for Business (Hong Kong, Asia w/General Assembly)
FACEBOOK FOR BUSINESS Art Lee Founder, Internet Marketing Coach
IN YOUR FACE MARKETING AGENDA
‣ Perspective ‣ Marketing Objectives
‣ Lead Generation
‣ Blogging Social Media ‣ Email/Automation
‣ Search Optimization
‣ Lead Management
2
‣ Market Analytics ‣ Define Audience
‣ Driving Content
‣ Paid Services
INTRODUCTION
3
ART LEE
‣ Art Lee is a seasoned digital marketer with extensive experience in leading and managing technical projects across APAC and U.S. He has both extensive technology and business skills which are both required to effectively manage any digital marketing campaign and to ensure business objectives are met. The skills that are most valued by clients is his ability to listen and to create solutions.
PURPOSE – IS FACEBOOK FOR YOU 4
“Understanding the capabilities and limitations
of Facebook helps you decide how to use it and whom you should hire.”
-Art Lee
DISCLAIMER 5
Facebook makes changes frequently. Some concepts presented may not work still work as explained. It is recommended to research and test to ensure actual results.
PERSPECTIVE Facebook for Business
7 PERSPECTIVE
ADVOCACY WITH OPT-INS
• Mass Targeted • Unrelated
Traditional FORCED
• Niched Targeted • Custom Content
On/Off OPT-IN
Opt-In Marketing Like = Acceptance
View/Share/Comments = Engagement
8 PERSPECTIVE
GENERATING THE YES!
Source: Leadingsmart.com
9 PERSPECTIVE
CONSUMERS CONVERT ON INFLUENCE
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
10 PERSPECTIVE
CONSUMERS IN THE DRIVER’S SEAT
AdityaKedia.com - Emersense
11 PERSPECTIVE
CHALLENGE TO BE DIFFERENT
AdityaKedia.com - Emersense
PROMOTING BRAND ADVOCACY PERSPECTIVE
12
Product or Service Experiences
worth advocating, sharing
13 PERSPECTIVE
INDUSTRY CHALLENGES Business/marketing Techies
‣ I got 10,000 Likes on Facebook for my client’s company
‣ I sell a product that serves no real purpose, and got paid for it!
‣ It’s My Code! I’m God
‣ Look at the awesome features I developed!
BALANCE OF PEOPLE & TECHNOLOGY PERSPECTIVE 14
DELIVERY Smart
Phones, Tablets
VISUAL Photos, Videos
Quality Information
Sociographic Targets
MARKETING OBJECTIVES
Facebook for Business
Lead Generation Blogging & Social Media
Email & Automation
Search Optimization Lead Management
Marketing Analytics
16 MARKETING OBJECTIVES
MARKETING VEHICLES
All sounds good, but you know… all I want to know is how to increase my sales… make more money…. doing it online…. my sales team is small..
HIGH LEVEL PROCESS MARKETING OBJECTIVE 17
Your Company
Get Found
Convert Leads
Analyze
Content acceptable for multiple languages Reaching different time zones
Alignment with different regulations, cultures and interests
Target segmentation locally and globally Leading marketing teams that understand segments
18 MARKETING OBJECTIVES
LOCAL/GLOBAL REACH
Multiple Pages?
Content Translated
Keep it clean and simple.
Manage two Facebook accounts
Manage one very tightly (keep personal stuff in)
19 MARKETING OBJECTIVES
PERSONAL OR BUSINESS
Everyone wants to be
friends
Hide personal posts
DEMOGRAPHICS MARKETING OBJECTIVES
Statistical characteristics of a population. • age
• income • education
• employment
• location
20
Image: blogs.oregonstate.edu
PSYCHOGRAPHICS MARKETING OBJECTIVES
Study of personality, values, attitudes, interests, and lifestyles. • activity
• opinion • attitudes
• behavior
• needs
21
Image: socialfresh.com
SOCIOGRAPHICS MARKETING OBJECTIVES
Integration of Demographics & Psychographics. Listen to the needs, values, and behavior of the influential. • personal needs
• personal profile
• personal attitudes
• social graphs/friends • personal passions
22
Image: forresto.com
LEAD GENERATION Facebook for Business
24 LEAD GENERATION
USER ACQUISITION TACTICS
• Obtain FB User Profile Information • Obtain email address (tied to email/lead mgmt system)
• Double Opt-In, Email and Like Note: Many reports indicating 50+% of FB users are fake
Goal: Target market the right sociographics.
CASE STUDY 1 25
http://apps.facebook.com/viralwebcaster
CASE STUDY 1 26
CASE STUDY 1
27
CASE STUDY 1
28
CASE STUDY 1
29
CASE STUDY 2 – COACH FACEBOOK APPS 30
CASE STUDY 2 COACH FACEBOOK
31
CASE STUDY 2 – COACH FACEBOOK 32
CASE STUDY 2 – COACH FACEBOOK 33
CASE STUDY 2 – COACH FACEBOOK 34
CASE STUDY 2 – COACH FACEBOOK 35
CASE STUDY 2 – COACH FACEBOOK 36
CASE STUDY 2 – COACH FACEBOOK 37
CASE STUDY 2 – COACH FACEBOOK 38
BLOGGING/SOCIAL MEDIA
Facebook for Business
40 BLOGGING/SOCIAL MEDIA
CONNECTING TO SOCIALSPHERE
BLOG/ARTICLES – WEB TO FB BLOGGING/SOCIAL MEDIA
Web Content FB Picked up on
Newsfeed (View/Like/Share)
41
EMAIL/AUTOMATION Facebook for Business
EMAIL ACQUISITION 43
44 EMAIL ACQUISITION
VIA FACEBOOK APPS
Get email
Automatic email
confirmation
Asks for confirmation
(opt-in)
Automatic email
confirmation
Drip marketing
45 EMAIL ACQUISITION
AUTOMATED RESPONSE
SEARCH OPTIMIZATION Facebook for Business
SEARCH FILTERS SEARCH OPTIMIZATION 47
SEARCH FOR WEB DESIGNER SEARCH OPTIMIZATION 48
SEARCH FOR WEB DESIGNER HONG KONG SEARCH OPTIMIZATION 49
CLICK SEE MORE RESULTS SEARCH OPTIMIZATION 50
CLICK SEARCH ON WEB (BING) SEARCH OPTIMIZATION 51
GRAPH SEARCH 52
FACEBOOK'S SEARCH IS BASED ON A 'CON'
GRAPH SEARCH
50%+ of Facebook profiles are fake. The use of search graph is not as powerful as one might think.
-Businessinsider.com
Summary:
Marketers will always find new ways to manipulate the system to get results that may or may not be credible.
53
LEAD MANAGEMENT Facebook for Business
BUILD FANS LEAD MANAGEMENT 55
INVITE EMAIL CONTACTS LEAD MANAGEMENT 56
INVITE FRIENDS LEAD MANAGEMENT 57
SHARE PAGE LEAD MANAGEMENT 58
TARGET LISTS (SHARE) LEAD MANAGEMENT 59
Visit Page
Like
Email taken
Email System
Email Marketing
60 LEAD MANAGEMENT
INTEGRATE WITH EMAIL SYSTEM
61 LEAD MANAGEMENT
PAGE POST DETAILS
62 LEAD MANAGEMENT
SALES FUNNEL
Coupon
Redeem
VIP/Member
Coupon
News
MARKETING ANALYTICS Facebook for Business
64 MARKETING ANALYTICS
FB INSIGHTS
65 MARKETING ANALYTICS
LIKE DETAILS
66 MARKETING ANALYTICS
REACH AND FREQUENCY
WHO SEARCHED FOR YOU MARKETING ANALYTICS 67
Sproutsocial.com
PAGE MANAGER FOR MOBILE 68
SOCIAL MEDIA METRICS 69
DEFINE AUDIENCE Facebook for Business
DEFINING SOCIAL SEGMENTS DEFINE AUDIENCE 71
Tools Locating
‣ Culture
‣ Discovery
‣ Real Time Data
‣ Feedback/Comments
‣ People look for other people like themselves, which is called group affinity.
‣ Locate new Micro-Communities (Groups)_
‣ Listen to customers & influencers
CREATE LISTS DEFINE AUDIENCE 72
POST TO GROUPS DEFINE AUDIENCE
73
POST TO FAN PAGE DEFINE AUDIENCE 74
DRIVING CONTENT Facebook for Business
GET INSIDE DEFINE AUDIENCE
76
AdityaKedia.com - Emersense
EFFECTS OF GREAT CONTENT DRIVING CONTENT 77
• Building Traffic (if put in the right context) • Build Awareness
• Creates Engagement • Creates Loyalty
• Produces Evangelists
Mistake is not relating to customer
ENGAGEMENT DRIVING CONTENT
• Digital is fast paced and much of it is experimental
• Main Goal is engagement
• Depth of engagement = effectiveness
78
STORY & PARTICIPATION DRIVING CONTENT 79
VIRAL MARKETING DRIVING CONTENT
Content that is read/viewed, then shared beyond your target or subscription base.
80
TREND OF VISUALS DRIVING CONTENT 81
3 Million+ Likes
150K + Shares
USER GENERATED CONTENT DRIVING CONTENT 82
PAID SERVICES Facebook for Business
FACEBOOK APPS 84
PROMOTE YOUR POSTS NEW PAID FEATURE 85
SPONSORED ADS 86
DISCUSSION TIME 87 FACEBOOK FOR BUSINESS
Q&A 88 INSERT CLASS TITLE