Fmarketing presentation_for_henderson

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Fmarketing presentation_for_henderson

  1. 1. Social Marketing By1
  2. 2. fMarketing fMarketing has always been the pioneer in the digital marketing industry since its establishment in 2008. By cooperating different social media platforms, together with our talents and experiences, we offer tailor-made digital business solutions to companies of all scales. 2
  3. 3. Project Objective •Develop the social contact point between the brand and the customers •Make awareness and strengthen the online reputation •Deepen the users’ understanding about the Flourish Property Agency. LTD •Capture the target audience data (Develop the online database) •Increase the engagement rate of the clients (Enhance the customer Loyalty) 3
  4. 4. How to Reach Targets Target Audiences How to Reach Targets (Online) Mainland China Wechat Marketing (p.11) Hong Kong Linkedin Marketing (p.33) Facebook Marketing (p.52) Facebook Social ad (p.55) Google Display Network (p.67) Google Keyword Search (p.72) Yahoo Keyword Search (p.74) Target Audiences How to Reach Targets (Offline to Online) Event Visitors F-wifi (p.5) 4
  5. 5. F-wifi Marketing O2O Marketing Tool (Offline to Online) 5
  6. 6. F-wifi QR code Need to download application No (all 3G/4G devices are applicable) Yes (need to download the QR code reader) Brightness limitation No (No limitation) Yes (Hard to be used under the dark environment, e.g. Concert) Location limitation No (Wifi signal can be detected the within the coverage) Yes (Users usually need to stay in a particular area to scan the code ) The Merit of Wifi System F-wifi V.S. QR code 6
  7. 7. F-wifi Offline traffic  Online platform Goal: Collect data of high quality customers (Event visitors) How it Works : Event visitors have to login Facebook/wechat/weibo account before they use wifi. Data is collected once they login. Data Collection: Once people use the wifi after login Facebook/wechat We collect (1)Email Address, (2)Gender (3)Check-in time etc. Suggest Setup Location (1)Sales department (2) Model flat How does it looks like: 7
  8. 8. User connect to the wifi system After open the browser, it will show the facebook login in the webpage F-wifi-Work Flow The users are needed to 1) Like the fans Page 2) Accept the permission, and our system will be automatically to capture their data After finish the above steps, it will show the coupon in the page. 8 例子: 優先睇樓
  9. 9. Auto Message In Addition to capture the users data, our system will also push the post message in their wall. (To make the further promotion within their friends group) Wall Post Check In Post Reference : RingerHut 9 F-wifi-Work Flow
  10. 10. 每第100名用家可得 F-wifi Reference- RingerHut 食肆 RingerHut 地點:門市店舖 10
  11. 11. WeChat Marketing - To raise brand awareness - To interact with the public - To expand online presence - To drive offline traffic - Target Audience: Mainlander, Macau 11
  12. 12. WechatOnline platform Offline traffic Goal:  To reach China Mainland potential customers  To reach Hong Kong business owners who travel between Greater China and Hong Kong all the time.  To raise brand awareness  To interact with the public  To expand online presence  To drive offline traffic How it Works : •Draw fans through Sina Weibo (粉絲十萬以上的大號) •Content marketing to retain subscribers Data Collection: •Encourage subscribers to fill questionnaires through VIP program •Collect and analyze background of subscribers How does it looks like: 12
  13. 13. WeChat Marketing a) Standard package b) Customized Function 13
  14. 14. WeChat Marketing a) Standard package • Setup account & apply verification • 20 Keyword Setting • 1 Post Per Day • Promotion Through Weibo (大號) • Monthly Report b) Customized Functions 14
  15. 15. WeChat Standard Package • Setup account & apply verification Increase the credibility Increase the ranking from search result • 20 Keyword Setting • 1 Post Per Day • Promotion Through Weibo (大號) • Monthly Report 15
  16. 16. WeChat Standard Package • Setup account & apply verification • 20 Keyword Setting Preset 20 keywords as auto-reply function Serve as customer service purpose Reduce the effort of managing the account Mainly for the new users to get the comprehensive information (As users will only receive the post after they follow the account) Suggestions: 1. Property Information 2. Promotion/Discount 3. Investment tips 4. External linkages(e.g Website) • 1 Post Per Day • Promotion Through Weibo (大號) • Monthly Report 16
  17. 17. WeChat Standard Package • Setup account & apply verification • 20 Keyword Setting • 1 Post Per Day Update daily post align with brand related information Post Direction: 1. Brand or product information  To promote or update product information e.g 品牌概念、產品特色、最新優惠 2. Knowledge Sharing/Discussion/Q&A e.g 房地產知識  To induce discussion or share  To attract and engage users • Promotion Through Weibo (大號) • Monthly Report 17
  18. 18. WeChat Standard Package • Setup account & apply verification • 20 Keyword Setting • 1 Post Per Day • Promotion Through Weibo (大號) Share posts via Sina Weibo to attract fans  2,000,000 fans coverage  Guarantee 2,000 fans growth per month  Specific categories of Weibo or users • Suggestion: stock, investment &property  Location can be selected • Monthly Report 18
  19. 19. WeChat Standard Package-Weibo (大號) 19
  20. 20. WeChat Standard Package • Setup account & apply verification • 20 Keyword Setting • 1 Post Per Day • Promotion Through Weibo (大號) • Monthly Report Backend Panel User-friendly backend panel for monitoring the WeChat account  Update post  Reply comment  General setting  Manage users 20
  21. 21. WeChat Marketing a) Standard package b) Customized Functions • GPS Locator • Mini Website • Membership cards • 360°Overview • Gallery Album 21
  22. 22. WeChat Customized Functions-GPS Locator GPS Locator  Develop the GPS locator to show the nearest show flats.  Drive traffic to the show flats.  Pin the popular estates on map and drive traffics. 22
  23. 23. WeChat Customized Functions-Mini Website Customer: 廣州長隆旅遊度假區 23 Develop a mobile version mini website on Wechat platform  Create a comprehensive online platform  Integrate all information to one platform  Establish a convenient way for users to visit the official website
  24. 24. 24 WeChat Customized Functions-Membership Card Membership Card  Provide different discount offers to WeChat users  Encourage users to make offline purchase  Let users be loyal customers
  25. 25. How it works WeChat Customized Functions-Membership Card  Follow the WeChat page to get the card  View different discount offers  View the details of discount  Get the coupon page/coupon code 25
  26. 26. WeChat Customized Functions- Gallery Album 26 Gallery Album 其本質是一個 html 5 頁面的開發, 可稱之為minisite 。通過設計展示樣式, 利用簡單吸引的圖文進行宣傳, 用戶可在此界面右滑動逐格瀏覽, 信息(如居住環境, 人文情懷)清晰明了, 可觀性非常強
  27. 27. WeChat Customized Functions- 360°Overview 27 360°全境圖 : 為微信minisite的開發, 用戶點擊進入此界面後, 可以360°無死角的自主控制視覺, 查看到戶型的每一個細節, 使客戶能有置身其中的感覺, 看房不用到處跑, 就能在微信上隨時查看每一戶型, 體驗感極佳
  28. 28. 28 WeChat References – 碧桂園:十里銀灘
  29. 29. WeChat References-時代南灣 29
  30. 30. WeChat References-香港珠寶購物節 30
  31. 31. WeChat References-長隆 31
  32. 32. Event References-安怡 http://www.anlenechina.com/member-redeem.html 32
  33. 33. Linkedin Marketing - Niche Marketing / Target the professionals / HR / Office Administrator -(B2C, Service Promotion : High Income Group) -(B2B , Corporate Training) 33
  34. 34. Linkedin Marketing Mainly use the Linkedin advertisement to reach the professionals, who may be the potential customers of Professional in Macau & Hong Kong Medium or higher level of income; with purchasing power 34
  35. 35. Linkedin Marketing Precision targeting By job title and function By industry and company size By seniority Suggested targeting criteria Hong Kong & Macau Aged from 24-50 Manager, Senior, CXO, Business Owner - 2 new members every 1 second - 225,000,000 members - 86,000,000 HK members - 400,000,000 Mainland members - Avg. 41 years old - 79% users >35 year-old - 47% users are directors level or above - 50% users are decision-makers in their organizations - 69% users earn US$600K annually 35
  36. 36. Linkedin Online platform Offline traffic Goal:  To reach high income professionals in both Hong Kong (86M) & Mainland Chinese(400M).  To raise brand awareness  To interact with the public  To expand online presence  To drive offline traffic How it Works : •Draw fans through Linkedin ad. •Content marketing to retain followers  Company Page Setup  Company Page Management  Showcase Page  Linkedin Advertising  Linkedin Prospecting  Linkedin Plug-in How does it looks like: 36
  37. 37. Linkedin Advertising Precision targeting By job title and function By industry and company size By seniority Suggested targeting criteria CEO, Director, Owner, Managing Director, President, General Manager, Vice President, Chairman, Board Member, CTO, etc 37 High Level Group in Hong Kong are > 20,000 people
  38. 38. Company Page Cover photo design We can manage the page for you: - Regular updates - Reply to comments if needed Pages of information just like your official website To allow users connect with your brand and follow your news, you need a Company Page 38
  39. 39. Company Page Management We can do content research and copywriting for you, so that you can have regular updates on your company page We will discuss with you the general directions and tonality of the content, and let you approve in advance 39
  40. 40. Showcase Page Showcase Page is like a subpage under your main page Messages and updates can be further tailor- made to the followers of that specific subgroup 40
  41. 41. Showcase Page 41
  42. 42. Advertising Linkedin updates can be promoted to reach specific target audience Audience can choose to leave contact to you when they click on your Linkedin ads Linkedin advertising budget is counted in terms of CPM (cost per thousand impression) or CPC (cost per click) 42
  43. 43. Ad formats  Text and image ads  Video ads (within 120s)  Text only ads 43 Advertising
  44. 44. We will set up program to grab emails in specific related Linkedin groups Cost effective way to collect contact from LinkedIn platform in mass scale Prospecting 44
  45. 45. Plug-in Different Linkedin plug-ins to bring your target audience closer to you Show your Linkedin profile for easy discovery and connection Users can share your website to their Linkedin network 1 Users can follow your Linkedin page at one click 2 3 Users can sign in or register with your website using their Linkedin account 4 45
  46. 46. Plug-in Different Linkedin plug-ins to bring your target audience closer to you Show users information about your company, as well as who in their networks are working for you 5 Show detailed information about your company, and users can instantly follow it 6 Users can apply for your openings by just clicking this 7 Users can recommend your website to their Linkedin networks 8 Show users personalized job offers 9 46
  47. 47. Others on Linkedin 47
  48. 48. Others on Linkedin 48
  49. 49. Potential Customers on Linkedin 49
  50. 50. Potential Customers on Linkedin Potential Foreign investor -Belgium -Singapore Potential mainland investor -Shanxi, China Potential Hong Kong investor 50
  51. 51. Summary Unique benefits you can get from LinkedIn marketing: -You can precisely target on B2B/premium/professional segments -You can easily locate and approach decision-makers of various organizations -You can generate potential leads Why you should choose us to do LinkedIn marketing for you: -We are well-experienced in doing marketing on social platforms -We are well-experienced in managing social platforms for large corporations -We are the first-mover in the industry to adopt LinkedIn marketing 51
  52. 52. Facebook Marketing -Make Awareness & Brand Building -Drive Online / Offline Traffic and Increase the transaction -Increase No. of fans at Shanghai Min’s Macau fans page -Target Audience: Macau (Mainly) 52
  53. 53. Facebook Goal:  To reach Hong Kong customers  To raise brand awareness  To interact with the public  To expand online presence  To drive offline traffic How it Works : • Draw fans through campaign and social ad. • Content marketing retain the fans and transform them into loyal customers. Data Collection: • Campaign encourage fans to fill in a questionnaires , collect all essential data for further marketing plan. • Content marketing tests the preference of the fans. How does FB campaign looks like: 53
  54. 54. Facebook Marketing a. Facebook Advertisement b. Maintenance c. Campaign 54
  55. 55. Facebook Marketing a. Facebook Advertisement b. Maintenance c. Campaign 55
  56. 56. Standard Facebook Advertisement Target Users’ Behavior , for example : 1) Age Group > 25 Years Old 2) Have liked the fan pages of Henderson’ Competitors 3) Have liked the fans page of the luxury brands Facebook-Targeting Advertising 56
  57. 57. Special Facebook Advertisement We will import certain email lists generated from the specified sections in forums, e.g. 1) Investment 2) Stock 3) Properties By using facebook advert tool to Analyze the behavior of those users and find out another group of people with same characteristic. 57 Facebook-Targeting Advertising
  58. 58. Facebook-Media Plan (Overview) Media Plan (HK$24,000) Estimated Impression: ~4,000,000 Estimated no. of new fans by the end of March: 240,000 Market Placement Target Active Users Format Creative Size Duration Estimated Impassions Buy Type Cost (HKD) Hong Kong Right column & News feed of facebook 1. HK residents 2. Interested in purchasing properties 3. 25 years old or above 240,000 Page Like Ad 150 x 240 1 month ~4,000,000 CPM $24,000 Total media buy (NET) $24,000 Note: 1. Rate are subject to market fluctuation. 2. CPC price quoted above is based on estimation, and it may fluctuate +/- 20% over time fmarketing reserves the right to optimize the bid price during the flight to ensure campaign delivery is according to schedule. 3. For campaigns starting in more than 6 weeks from the contract sign date, fmarketing reserves the right to adjust the CPC price 2 weeks before the campaign begins. 4. fmarketing reserve the right to extend the campaign for a maximum of 30 days to fully utilize the budget. 58
  59. 59. Facebook Marketing a. Facebook Advertisement b. Maintenance c. Campaign 59
  60. 60. • To be an expert in your field •To maintain relations in a positive manner •To attract new customers and grow business • To enhance competitiveness Engagement rate is an more important indicator than Fans number Why should we obtain high quality content, numerous likes, much deserved share? Facebook-Objective of Content Marketing 60
  61. 61. • Up to 3 times a day to respond as required • M-F business hours only (crisis management out of hours) Customer Service • Liaise with client regarding page direction and content • Create Timeline Posts based on client direction Understand the need and preference of fans • Encourage fans to interact with the brand • Transform fans into loyal customers through gamesEngagement (Loyalty) • Better search result through high quality contents • Increase the liability of the message Search Engine Optimization Facebook-Fan Page Maintenance (Our Features): 61
  62. 62. Facebook Maintance Reference: Tmall.com 天貓 (淘寶網) 62
  63. 63. Facebook Maintance Reference-大家樂 63
  64. 64. Facebook Maintance Reference-必瘦站 64
  65. 65. Facebook Marketing a. Facebook Advertisement b. Maintenance c. Campaign 65
  66. 66. 66 Facebook Campaign Reference -碧桂園
  67. 67. Google Banner Ad. (GDN) 67
  68. 68. Here are our suggested websites for Google banners Please pick two from them to minimize the cost, but reach the right target 68
  69. 69. 69
  70. 70. 70
  71. 71. 71
  72. 72. Google Keyword Search 72
  73. 73. Some researches for the keywords, we will allocate your budget to reach the best ROI 73
  74. 74. Yahoo! Keyword Search 74
  75. 75. Some researches for the keywords, we will allocate your budget to reach the best ROI 75
  76. 76. Successful Cases 76
  77. 77. Successful Case Increase 6,000 fans within 2 weeks and collect 8,000 emails 77
  78. 78. Before the campaign Launch (Start from 0 fans) : After 2 weeks: Target Audience: Successful Case 78
  79. 79. Increase 30,000 fans within 2 weeks一田集團 Successful Case 79
  80. 80. By organizing 3 facebook campaign, there are over 18,000 fans increase in the fans page within 3 months, and also the engagement rate of the users is also increase by 50%. Successful Case 80
  81. 81. Successful Case 81
  82. 82. Successful Case 82
  83. 83. Successful Case 83
  84. 84. Successful Case 84
  85. 85. By organizing 3 facebook campaigns there are over 15,000 fans increase in the fans page within 3 months. Coupon redemption of Fans are > 1,200. The estimated sales generation > $350,000 (Conservative calculation) Successful Case 85
  86. 86. Successful Case 86
  87. 87. Successful Case 87
  88. 88. Successful Case 88
  89. 89. For more reference cases of fMarketing You can visit below website http://www.fmarketing.hk/mobile/?page_id=94 89
  90. 90. Our Client (Corporate) 90
  91. 91. Our Client (Corporate) 91
  92. 92. Our Client (Properties) 92
  93. 93. Client List - Food & Beverage Client List - Baby 93
  94. 94. Client List - Education Client List - Charity 94
  95. 95. Jack Lam eMarketing Director Mobile: +852 9252 2291 Email: jack.lam@fmarketing.hk eMarketing Technology Limited 9/F, Oxford Commercial Building, 494-496 Nathan Road, Yau Ma Tei, Kowloon, Hong Kong Tel +852 3111 6899 Fax +852 3117 2226 Sandy Cheung Sales and Marketing Executive Tel: +852 3115 6665 Email : sandy@fmarketing.hk Contact 95

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