Facebook for Business (Hong Kong, Asia w/General Assembly)

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Facebook for Business (Hong Kong, Asia w/General Assembly)

  1. 1. FACEBOOK FORBUSINESSArt LeeFounder, Internet Marketing Coach
  2. 2. 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
  3. 3. 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.
  4. 4. 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
  5. 5. 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.
  6. 6. Facebook for BusinessPERSPECTIVE
  7. 7. PERSPECTIVE 7ADVOCACY WITH OPT-INS Traditional • Mass Targeted FORCED • Unrelated On/Off • Niched Targeted OPT-IN • Custom Content
  8. 8. PERSPECTIVE 8GENERATING THE YES!Opt-In MarketingLike = AcceptanceView/Share/Comments = Engagement Source: Leadingsmart.com
  9. 9. PERSPECTIVE 9CONSUMERS CONVERT ON INFLUENCE AdityaKedia.com - Emersense
  10. 10. PERSPECTIVE 10CONSUMERS IN THE DRIVER’S SEAT AdityaKedia.com - Emersense
  11. 11. PERSPECTIVE 11CHALLENGE TO BE DIFFERENT AdityaKedia.com - Emersense
  12. 12. PERSPECTIVE 12PROMOTING BRAND ADVOCACY Product or Service Experiences worth advocating, sharing
  13. 13. 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!
  14. 14. PERSPECTIVE 14BALANCE OF PEOPLE & TECHNOLOGY DELIVERY VISUAL Smart Photos, Phones, Videos Tablets Quality Sociographic Information Targets
  15. 15. Facebook for BusinessMARKETINGOBJECTIVES
  16. 16. 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
  17. 17. MARKETING OBJECTIVE 17HIGH LEVEL PROCESS Convert Leads Get Analyze Found Your Company
  18. 18. 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
  19. 19. 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
  20. 20. MARKETING OBJECTIVES 20DEMOGRAPHICSStatistical characteristics of a population.•  age•  income•  education•  employment•  location Image: blogs.oregonstate.edu
  21. 21. MARKETING OBJECTIVES 21PSYCHOGRAPHICSStudy of personality, values, attitudes, interests, and lifestyles.•  activity•  opinion•  attitudes•  behavior•  needs Image: socialfresh.com
  22. 22. 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
  23. 23. Facebook for BusinessLEAD GENERATION
  24. 24. 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.
  25. 25. CASE STUDY 1 25http://apps.facebook.com/viralwebcaster
  26. 26. CASE STUDY 1 26
  27. 27. CASE STUDY 1 27
  28. 28. CASE STUDY 1 28
  29. 29. CASE STUDY 1 29
  30. 30. CASE STUDY 2 – COACH FACEBOOK APPS 30
  31. 31. CASE STUDY 2 COACH FACEBOOK 31
  32. 32. CASE STUDY 2 – COACH FACEBOOK 32
  33. 33. CASE STUDY 2 – COACH FACEBOOK 33
  34. 34. CASE STUDY 2 – COACH FACEBOOK 34
  35. 35. CASE STUDY 2 – COACH FACEBOOK 35
  36. 36. CASE STUDY 2 – COACH FACEBOOK 36
  37. 37. CASE STUDY 2 – COACH FACEBOOK 37
  38. 38. CASE STUDY 2 – COACH FACEBOOK 38
  39. 39. Facebook for BusinessBLOGGING/SOCIALMEDIA
  40. 40. BLOGGING/SOCIAL MEDIA 40CONNECTING TO SOCIALSPHERE
  41. 41. BLOGGING/SOCIAL MEDIA 41BLOG/ARTICLES – WEB TO FB Picked up on Web Content FB Newsfeed (View/ Like/Share)
  42. 42. Facebook for BusinessEMAIL/AUTOMATION
  43. 43. EMAIL ACQUISITION 43
  44. 44. EMAIL ACQUISITION 44VIA FACEBOOK APPS
  45. 45. EMAIL ACQUISITION 45AUTOMATED RESPONSE Get email Automatic Drip email marketing confirmation Automatic Asks for email confirmation confirmation (opt-in)
  46. 46. Facebook for BusinessSEARCH OPTIMIZATION
  47. 47. SEARCH OPTIMIZATION 47SEARCH FILTERS
  48. 48. SEARCH OPTIMIZATION 48SEARCH FOR WEB DESIGNER
  49. 49. SEARCH OPTIMIZATION 49SEARCH FOR WEB DESIGNER HONG KONG
  50. 50. SEARCH OPTIMIZATION 50CLICK SEE MORE RESULTS
  51. 51. SEARCH OPTIMIZATION 51CLICK SEARCH ON WEB (BING)
  52. 52. GRAPH SEARCH 52
  53. 53. 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.
  54. 54. Facebook for BusinessLEAD MANAGEMENT
  55. 55. LEAD MANAGEMENT 55BUILD FANS
  56. 56. LEAD MANAGEMENT 56INVITE EMAIL CONTACTS
  57. 57. LEAD MANAGEMENT 57INVITE FRIENDS
  58. 58. LEAD MANAGEMENT 58SHARE PAGE
  59. 59. LEAD MANAGEMENT 59TARGET LISTS (SHARE)
  60. 60. LEAD MANAGEMENT 60INTEGRATE WITH EMAIL SYSTEM Visit Page Email Like Marketing Email Email System taken
  61. 61. LEAD MANAGEMENT 61PAGE POST DETAILS
  62. 62. LEAD MANAGEMENT 62SALES FUNNEL Coupon Email Redeem Coupon VIP/ News Member
  63. 63. Facebook for BusinessMARKETING ANALYTICS
  64. 64. MARKETING ANALYTICS 64FB INSIGHTS
  65. 65. MARKETING ANALYTICS 65LIKE DETAILS
  66. 66. MARKETING ANALYTICS 66REACH AND FREQUENCY
  67. 67. MARKETING ANALYTICS 67WHO SEARCHED FOR YOU Sproutsocial.com
  68. 68. PAGE MANAGER FOR MOBILE 68
  69. 69. SOCIAL MEDIA METRICS 69
  70. 70. Facebook for BusinessDEFINE AUDIENCE
  71. 71. 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
  72. 72. DEFINE AUDIENCE 72CREATE LISTS
  73. 73. DEFINE AUDIENCE 73POST TO GROUPS
  74. 74. DEFINE AUDIENCE 74POST TO FAN PAGE
  75. 75. Facebook for BusinessDRIVING CONTENT
  76. 76. DEFINE AUDIENCE 76GET INSIDE AdityaKedia.com - Emersense
  77. 77. 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
  78. 78. DRIVING CONTENT 78ENGAGEMENT•  Digital is fast paced and much of it is experimental•  Main Goal is engagement•  Depth of engagement = effectiveness
  79. 79. DRIVING CONTENT 79STORY & PARTICIPATION
  80. 80. DRIVING CONTENT 80VIRAL MARKETINGContent that is read/viewed,then shared beyond your targetor subscription base.
  81. 81. DRIVING CONTENT 81TREND OF VISUALS 3 Million+ Likes 150K + Shares
  82. 82. DRIVING CONTENT 82USER GENERATED CONTENT
  83. 83. Facebook for BusinessPAID SERVICES
  84. 84. FACEBOOK APPS 84
  85. 85. NEW PAID FEATURE 85PROMOTE YOUR POSTS
  86. 86. SPONSORED ADS 86
  87. 87. FACEBOOK FOR BUSINESS 87DISCUSSION TIME
  88. 88. INSERT CLASS TITLE 88Q&A

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