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

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‣  Market Analytics ‣  Define Audience

‣  Driving Content

‣  Paid Services

INTRODUCTION

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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

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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

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Image: blogs.oregonstate.edu

PSYCHOGRAPHICS MARKETING OBJECTIVES

Study of personality, values, attitudes, interests, and lifestyles. •  activity

•  opinion •  attitudes

•  behavior

•  needs

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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

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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

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CASE STUDY 1

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CASE STUDY 1

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CASE STUDY 2 – COACH FACEBOOK APPS 30

CASE STUDY 2 COACH FACEBOOK

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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)

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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.

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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

Email

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

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POST TO FAN PAGE DEFINE AUDIENCE 74

DRIVING CONTENT Facebook for Business

GET INSIDE DEFINE AUDIENCE

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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

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STORY & PARTICIPATION DRIVING CONTENT 79

VIRAL MARKETING DRIVING CONTENT

Content that is read/viewed, then shared beyond your target or subscription base.

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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