2. AGENDA 2
IN 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. INTRODUCTION 3
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.
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. 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.
7. PERSPECTIVE 7
ADVOCACY WITH OPT-INS
Traditional • Mass Targeted
FORCED • Unrelated
On/Off • Niched Targeted
OPT-IN • Custom Content
8. PERSPECTIVE 8
GENERATING THE YES!
Opt-In Marketing
Like = Acceptance
View/Share/Comments = Engagement
Source: Leadingsmart.com
9. PERSPECTIVE 9
CONSUMERS CONVERT ON INFLUENCE
AdityaKedia.com - Emersense
10. PERSPECTIVE 10
CONSUMERS IN THE DRIVER’S SEAT
AdityaKedia.com - Emersense
11. PERSPECTIVE 11
CHALLENGE TO BE DIFFERENT
AdityaKedia.com - Emersense
12. PERSPECTIVE 12
PROMOTING BRAND ADVOCACY
Product or Service Experiences
worth advocating, sharing
13. PERSPECTIVE 13
INDUSTRY CHALLENGES
Business/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. PERSPECTIVE 14
BALANCE OF PEOPLE & TECHNOLOGY
DELIVERY VISUAL
Smart Photos,
Phones, Videos
Tablets
Quality Sociographic
Information Targets
16. MARKETING OBJECTIVES 16
MARKETING VEHICLES
Lead Generation
All sounds good, but
Blogging & Social Media you know…
all I want to know is
Email & Automation how to increase my
sales…
Search Optimization make more money….
Lead Management doing it online….
my sales team is small..
Marketing Analytics
17. MARKETING OBJECTIVE 17
HIGH LEVEL PROCESS
Convert
Leads
Get
Analyze
Found
Your
Company
18. MARKETING OBJECTIVES 18
LOCAL/GLOBAL REACH
Content acceptable for multiple languages Multiple
Pages?
Reaching different time zones
Alignment with different regulations, cultures and interests
Target segmentation locally and globally
Content
Leading marketing teams that understand segments Translated
19. MARKETING OBJECTIVES 19
PERSONAL OR BUSINESS
Keep it clean and simple. Everyone
wants to be
friends
Manage two Facebook accounts
Manage one very tightly (keep personal stuff in)
Hide personal
posts
20. MARKETING OBJECTIVES 20
DEMOGRAPHICS
Statistical characteristics of a population.
• age
• income
• education
• employment
• location
Image: blogs.oregonstate.edu
21. MARKETING OBJECTIVES 21
PSYCHOGRAPHICS
Study of personality, values, attitudes, interests, and lifestyles.
• activity
• opinion
• attitudes
• behavior
• needs
Image: socialfresh.com
22. MARKETING OBJECTIVES 22
SOCIOGRAPHICS
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
Image: forresto.com
24. LEAD GENERATION 24
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.
25. CASE STUDY 1 25
http://
apps.facebook.com/
viralwebcaster
53. GRAPH SEARCH 53
FACEBOOK'S SEARCH IS BASED ON A 'CON'
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.
71. DEFINE AUDIENCE 71
DEFINING SOCIAL SEGMENTS
Tools 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
77. DRIVING CONTENT 77
EFFECTS OF GREAT CONTENT
• Building Traffic (if put in the right context)
• Build Awareness
• Creates Engagement
• Creates Loyalty
• Produces Evangelists
Mistake is not relating to customer
78. DRIVING CONTENT 78
ENGAGEMENT
• Digital is fast paced and much of it is experimental
• Main Goal is engagement
• Depth of engagement = effectiveness