Facebook for Business (Hong Kong, Asia w/General Assembly)
FACEBOOK FORBUSINESSArt LeeFounder, Internet Marketing Coach
AGENDA 2IN YOUR FACE MARKETING‣ Perspective ‣ Market Analytics‣ Marketing Objectives ‣ Define Audience‣ Lead Generation ‣ Driving Content‣ Blogging Social Media ‣ Paid Services‣ Email/Automation‣ Search Optimization‣ Lead Management
INTRODUCTION 3ART 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 9CONSUMERS CONVERT ON INFLUENCE AdityaKedia.com - Emersense
PERSPECTIVE 10CONSUMERS IN THE DRIVER’S SEAT AdityaKedia.com - Emersense
PERSPECTIVE 11CHALLENGE TO BE DIFFERENT AdityaKedia.com - Emersense
PERSPECTIVE 12PROMOTING BRAND ADVOCACY Product or Service Experiences worth advocating, sharing
PERSPECTIVE 13INDUSTRY CHALLENGESBusiness/marketing Techies‣ Igot 10,000 Likes on Facebook ‣ It’s My Code! I’m God for my client’s company ‣ Look at the awesome features I‣ I sell a product that serves no developed! real purpose, and got paid for it!
PERSPECTIVE 14BALANCE OF PEOPLE & TECHNOLOGY DELIVERY VISUAL Smart Photos, Phones, Videos Tablets Quality Sociographic Information Targets
MARKETING OBJECTIVES 16MARKETING VEHICLESLead Generation All sounds good, butBlogging & Social Media you know… all I want to know isEmail & Automation how to increase my sales…Search Optimization make more money….Lead Management doing it online…. my sales team is small..Marketing Analytics
MARKETING OBJECTIVE 17HIGH LEVEL PROCESS Convert Leads Get Analyze Found Your Company
MARKETING OBJECTIVES 18LOCAL/GLOBAL REACHContent acceptable for multiple languages Multiple Pages?Reaching different time zonesAlignment with different regulations, cultures and interestsTarget segmentation locally and globally ContentLeading marketing teams that understand segments Translated
MARKETING OBJECTIVES 19PERSONAL OR BUSINESSKeep it clean and simple. Everyone wants to be friendsManage two Facebook accountsManage one very tightly (keep personal stuff in) Hide personal posts
MARKETING OBJECTIVES 20DEMOGRAPHICSStatistical characteristics of a population.• age• income• education• employment• location Image: blogs.oregonstate.edu
MARKETING OBJECTIVES 21PSYCHOGRAPHICSStudy of personality, values, attitudes, interests, and lifestyles.• activity• opinion• attitudes• behavior• needs Image: socialfresh.com
MARKETING OBJECTIVES 22SOCIOGRAPHICSIntegration of Demographics & Psychographics. Listen to the needs,values, and behavior of the influential.• personal needs• personal profile• personal attitudes• social graphs/friends• personal passions Image: forresto.com
LEAD GENERATION 24USER ACQUISITION TACTICS• Obtain FB User Profile Information• Obtain email address (tied to email/lead mgmt system)• Double Opt-In, Email and LikeNote: Many reports indicating 50+% of FB users are fakeGoal: Target market the right sociographics.
CASE STUDY 1 25http://apps.facebook.com/viralwebcaster
GRAPH SEARCH 53FACEBOOKS SEARCH IS BASED ON A CON50%+ of Facebook profiles are fake.The use of search graph is not as powerful as one might think.-Businessinsider.comSummary:Marketers will always find new ways to manipulate the system to getresults that may or may not be credible.
DEFINE AUDIENCE 71DEFINING SOCIAL SEGMENTSTools Locating‣ Culture ‣ Peoplelook for other people like themselves, which is called group‣ Discovery affinity.‣ Real Time Data ‣ Locate new Micro-Communities (Groups)_‣ Feedback/Comments ‣ Listen to customers & influencers
DRIVING CONTENT 77EFFECTS OF GREAT CONTENT• Building Traffic (if put in the right context)• Build Awareness• Creates Engagement• Creates Loyalty• Produces EvangelistsMistake is not relating to customer
DRIVING CONTENT 78ENGAGEMENT• Digital is fast paced and much of it is experimental• Main Goal is engagement• Depth of engagement = effectiveness