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

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

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

    • 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.
    • Facebook for BusinessPERSPECTIVE
    • PERSPECTIVE 7ADVOCACY WITH OPT-INS Traditional • Mass Targeted FORCED • Unrelated On/Off • Niched Targeted OPT-IN • Custom Content
    • PERSPECTIVE 8GENERATING THE YES!Opt-In MarketingLike = AcceptanceView/Share/Comments = Engagement Source: Leadingsmart.com
    • 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
    • Facebook for BusinessMARKETINGOBJECTIVES
    • 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
    • Facebook for BusinessLEAD GENERATION
    • 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
    • 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
    • Facebook for BusinessBLOGGING/SOCIALMEDIA
    • BLOGGING/SOCIAL MEDIA 40CONNECTING TO SOCIALSPHERE
    • BLOGGING/SOCIAL MEDIA 41BLOG/ARTICLES – WEB TO FB Picked up on Web Content FB Newsfeed (View/ Like/Share)
    • Facebook for BusinessEMAIL/AUTOMATION
    • EMAIL ACQUISITION 43
    • EMAIL ACQUISITION 44VIA FACEBOOK APPS
    • EMAIL ACQUISITION 45AUTOMATED RESPONSE Get email Automatic Drip email marketing confirmation Automatic Asks for email confirmation confirmation (opt-in)
    • Facebook for BusinessSEARCH OPTIMIZATION
    • SEARCH OPTIMIZATION 47SEARCH FILTERS
    • SEARCH OPTIMIZATION 48SEARCH FOR WEB DESIGNER
    • SEARCH OPTIMIZATION 49SEARCH FOR WEB DESIGNER HONG KONG
    • SEARCH OPTIMIZATION 50CLICK SEE MORE RESULTS
    • SEARCH OPTIMIZATION 51CLICK SEARCH ON WEB (BING)
    • GRAPH SEARCH 52
    • 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.
    • Facebook for BusinessLEAD MANAGEMENT
    • LEAD MANAGEMENT 55BUILD FANS
    • LEAD MANAGEMENT 56INVITE EMAIL CONTACTS
    • LEAD MANAGEMENT 57INVITE FRIENDS
    • LEAD MANAGEMENT 58SHARE PAGE
    • LEAD MANAGEMENT 59TARGET LISTS (SHARE)
    • LEAD MANAGEMENT 60INTEGRATE WITH EMAIL SYSTEM Visit Page Email Like Marketing Email Email System taken
    • LEAD MANAGEMENT 61PAGE POST DETAILS
    • LEAD MANAGEMENT 62SALES FUNNEL Coupon Email Redeem Coupon VIP/ News Member
    • Facebook for BusinessMARKETING ANALYTICS
    • MARKETING ANALYTICS 64FB INSIGHTS
    • MARKETING ANALYTICS 65LIKE DETAILS
    • MARKETING ANALYTICS 66REACH AND FREQUENCY
    • MARKETING ANALYTICS 67WHO SEARCHED FOR YOU Sproutsocial.com
    • PAGE MANAGER FOR MOBILE 68
    • SOCIAL MEDIA METRICS 69
    • Facebook for BusinessDEFINE AUDIENCE
    • 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
    • DEFINE AUDIENCE 72CREATE LISTS
    • DEFINE AUDIENCE 73POST TO GROUPS
    • DEFINE AUDIENCE 74POST TO FAN PAGE
    • Facebook for BusinessDRIVING CONTENT
    • DEFINE AUDIENCE 76GET INSIDE AdityaKedia.com - Emersense
    • 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
    • DRIVING CONTENT 79STORY & PARTICIPATION
    • DRIVING CONTENT 80VIRAL MARKETINGContent that is read/viewed,then shared beyond your targetor subscription base.
    • DRIVING CONTENT 81TREND OF VISUALS 3 Million+ Likes 150K + Shares
    • DRIVING CONTENT 82USER GENERATED CONTENT
    • Facebook for BusinessPAID SERVICES
    • FACEBOOK APPS 84
    • NEW PAID FEATURE 85PROMOTE YOUR POSTS
    • SPONSORED ADS 86
    • FACEBOOK FOR BUSINESS 87DISCUSSION TIME
    • INSERT CLASS TITLE 88Q&A