Cost Effective Marketing using Social Media - FLA Seminar 22 Oct 2012

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Cost Effective Marketing using Social Media - Franchising and Licensing Association Singapore Workshop (Oct 2012)

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Cost Effective Marketing using Social Media - FLA Seminar 22 Oct 2012

  1. 1. About Conversion Hub - AccoladesConversion Hub is an Award Wining Agency that help clients become theNo.1 in their market. •Government vendor (S6) for web projects up to S$3 million . •Vendor of Choice to nearly ALL government agencies including HDB, NEA, MINDEF, NHB, Prime Minister Office, Singapore Pools, Sentosa, NUS, SMU •Preferred Agency to MNCs including SingTel, Philips Electronics, Packard Bell, Microsoft, Bayer Healthcare, Cornell •Digital Advisor to Direct Marketing Association of Singapore (DMAS) •Social Media Partner to Franchising and Licensing Association (FLA), Singapore Book Publisher’s Association (SBPA), Singapore Timbre Association (STA), Singapore Vehicle Traders Association (SVTA), NUS Global Alumni Association (GANO)
  2. 2. About Conversion Hub – Major Clients Preferred partner to MNCs, Government Agencies & SMEsCONFIDENTIAL
  3. 3. Agenda
  4. 4. Agenda1. Online Marketing Overview – Where do we find our customers online? – What type of marketing activities can we carry out online?2. Social Media Marketing – Facebook Marketing – Facebook Management3. Q&ACONFIDENTIAL
  5. 5. Online Marketing Overview
  6. 6. Online Marketing Overview“I’ve got a website / Facebook Page / <insert web property>… why do I still have to market online?” • Over 1 trillion webpages in the internet • Your business is lost like a needle in a haystackCONFIDENTIAL
  7. 7. Online Marketing Overview Establish strategic assets forWho are my customers? outreach (Facebook page,Where are they? mailing list)Who is spreading the word?What customers think about me? 1.Discovery & 2.Asset Identification CreationWhich online channels work better? 4.Reporting Tactical level activities :What is my cost per acquisition?What is the life-time recurring value 3.Marketing • Search engines marketingper customer? & • Social media outreachHow many books do they buy from & Outreach (Facebook, Twitter, Youtube)you? Monitoring • Online communities outreach (forums, blogs) • Digital PR • Email marketing CONFIDENTIAL
  8. 8. 1. Discovery & Identification 1.Discovery & 2.Asset • Where can I find my customers? Identification Creation • How do customers discover my brand online? • Who is spreading the word about my service? • What do my users think about product? 4.Reporting 3.Marketing & & Outreach • Start by asking who is your target audience Monitoring We act and behave in groups online across social networks. You must understand the community dynamics that surround your customers if you want reach out to them online.CONFIDENTIAL
  9. 9. 1. Discovery & IdentificationSource :Experian HitwiseCONFIDENTIAL
  10. 10. 1. Discovery & Identification Survey of 315 respondents Ask how your customers discover your brand Disclaimer: Application may vary depending on genre, publisher type, size ofCONFIDENTIAL publisher, and other parameters
  11. 11. 1. Discovery & Identification Different type of influencersSME bloggers Friends & family who(how do we reach drive many decisionsout to them?) (who have typically been Peer ignored by businesses) Social Influencers Influencers Key Influencers Straits Times food review (who traditionally get the most attention) Do you know who the influencers are for your products and services?CONFIDENTIAL
  12. 12. 1. Discovery & IdentificationDifferent type of influencers Peer influencers – friends and family connected to readers online Social influencers – subject matter experts in verticalsCONFIDENTIAL
  13. 13. 1. Discovery & Identification Different type of influencers Example: Who are the social influencers for recipe books?Facebook Pages on recipesharing Forum threads discussing about cooking Blogs on cooking and recipe sharingCONFIDENTIAL
  14. 14. 2. Asset Creation 1.Discovery & 2. Asset Develop strategic assets for outreach: Identification Creation • Social media profiles (i.e. Facebook Page) • Influencer network (Blogs, Forums, Book review sites) 4.Reporting 3.Marketing & Monitoring & Outreach • Email list (Consumer database) • Affiliate networkStrategic assets are essential for businesses to develop a competitiveadvantage in their market. It is valuable, scarce, not easily replicated and has alack of close substitutes.CONFIDENTIAL
  15. 15. 2. Asset CreationWhy create strategic assets?• Reduce reliance on paid advertising channels and reduce cost of marketing • Paid advertising is expensive and you have to rely on them and pay each time you advertise • Traditionally online marketing through strategic assets have the lowest cost per acquisition and the highest return on investment• You own the asset and it grows in value over time • Your Facebook page, email list, influencer database is a marketing tool that you own • As you run more campaigns, your asset grows in size, value and impact• Reduce reliance on upstream and downstream partners • Through online marketing assets, businesses can drive awareness and sales independent of retailers
  16. 16. 2. Asset CreationHow do I group my assets?“ Should I create a Facebook page for every brand? “ • Is there an existing brand identity to adhere to? • Is the target audience the same (demographics, psychographics, persona) • Do we have sufficient resources to manage? 1st level Company 2nd level Brand Brand 3rd level Geography Sub BrandCONFIDENTIAL
  17. 17. 2. Asset CreationKey Take-aways 1. Identify your target audience 2. Find out who are the influencers 3. Reach out to them 4. Start building your assets todayCONFIDENTIAL
  18. 18. 3. Marketing & Outreach 1.Discovery & 2. Asset Tactical level marketing activities: Identification Creation • Social Media marketing • Facebook marketing • Search engine marketing 4.Reporting 3.Marketing & Monitoring & Outreach • Digital PR • Email marketing • Affiliate marketingCONFIDENTIAL
  19. 19. Facebook Marketing
  20. 20. Why Market on Facebook?86% of consumers research online before purchasePeople don’t only go to one source online when theymaking a decision. • They search Google, they visit multiple review sites, they ask their friends and they visit your website.78% of people trust consumer recommendations • We just don’t trust advertisements. We trust what our friends say. Source : Nelson Global Trust in Advertising Survey, 2007CONFIDENTIAL
  21. 21. Why Market on Facebook? Social Media increases likelihood to buy by 51% • People who like a brand on Facebook are more likely to buy and recommend. Facebook is No.1 Social Media website in Singapore & in the World Source : eMarketer, 2011 • Facebook reaches 2.9 million Singaporeans • Singaporeans spend up to 1 hour on Facebook as compared to 15 mins on newspapers and 30 mins on TV Facebook is viral. You reach out not only to your Fans , but also to their friends. • An average user has 300 – 500 friends • If you have 5,000 Fans, you can reach out to 1.5M peopleCONFIDENTIAL
  22. 22. Why Market on Facebook? Reasons why consumers join a Facebook Page • To let my friends know what products I support (41%) • To receive coupons and discount offers (37%) • To research products or services I am interested in (36%) 68% highlighted that positive referral from a Facebook friend makes them more likely to buy a specific product or visit a certain retailer Source : Retail Customer Experience 2010 Study Size: 1000CONFIDENTIAL
  23. 23. Why Market on Facebook? Source : Socialbakers, 2012CONFIDENTIAL
  24. 24. Why Market on Facebook? What are Businesses doing on Facebook?1. Public Relations2. Customer Support3. Market Research4. Brand Marketing5. Promotions6. Consumer Education7. Sales8. New Product Development9. Customer Relationship Management10. RecruitmentCONFIDENTIAL
  25. 25. Why Market on Facebook? Businesses are going on Facebook to get customersCONFIDENTIAL
  26. 26. Why Market on Facebook? Businesses are engaging and interacting with their fansCONFIDENTIAL
  27. 27. Facebook Marketing Overview 1. SETUP & DEVELOPMENT 2. ADVERTISING & OUTREACH 3. REPORTING & MANAGEMENT 4. FAN ENGAGEMENTCONFIDENTIAL
  28. 28. Facebook: Setup & Development • Custom Designed Page & Tabs 1. SETUP & DEVELOPMENT • Contest Development • Viral Sharing Integration • QR code deployment 2. ADVERTISING & OUTREACH • Application Hosting 3. REPORTING & MANAGEMENT 4. FAN ENGAGEMENTCONFIDENTIAL
  29. 29. Facebook: Setup & Development Custom Designed Facebook Page & Tabs • Timeline Cover Photo • Organization Profile• Profile Picture • Contact Form • Custom Tabs • Contact Form • Video Gallery • Registration Forms • Testimonial Wall • Promotions CONFIDENTIAL
  30. 30. Facebook: Setup & Development Custom Designed Facebook Page & Tabs Testimonial Wall Contact Us TabCONFIDENTIAL
  31. 31. Facebook: Setup & DevelopmentCustom Designed Facebook Page & TabsDirectory of outlets Interactive MenuCONFIDENTIAL
  32. 32. Facebook: Setup & DevelopmentCustom Designed Facebook Page & Tabs InstagramPinterestCONFIDENTIAL
  33. 33. Facebook: Setup & Development Other Tabs for Consideration• Ecommerce Store• Catalogue• Retail Outlets• Video Gallery• Registration FormsCONFIDENTIAL
  34. 34. Facebook: Setup & Development Facebook Promotions Contests SweepstakesCONFIDENTIAL
  35. 35. Facebook: Setup & Development Facebook Promotions With promotions, you can… • Get more Fans, leads and customers – faster and at a lower cost • Learn more about your Fans so you can convert them into buyers • Let your Fans do the marketing for you - give them a reason to share your Page with their friends & social networksCONFIDENTIAL
  36. 36. Facebook: Setup & Development Promotions: Fan-gated DealsCONFIDENTIAL
  37. 37. Facebook: Setup & Development Promotions: Fan-gated Coupons Before “Like” After “Like”CONFIDENTIAL
  38. 38. Facebook: Setup & Development Promotions: Contests Before “Like” After “Like”CONFIDENTIAL
  39. 39. Facebook: Setup & Development Contest Development Users have to like your page before participating in your survey Where did you first learn about SMU’s programs? Online Ads Print Ads Facebook Others Contact details such as email and phone are captured for your marketing database When users submit, they are prompted to share with their friendsCONFIDENTIAL to increase their chances of winning
  40. 40. Facebook: Setup & Development Contest Development 1 2 Help me increase my chances of winning. Participate in SMU’s survey!! Where did you first learn about SMU’s programs? Online Ads Print Ads Facebook Others 3CONFIDENTIAL
  41. 41. Facebook: Setup & Development Contest DevelopmentTypes of contests :• Quiz Contests• Caption Contests • Book Reviews • Recipe Submission• Photo Upload Contest • User Generated• Video Contests• Favourite Picks• SurveysCONFIDENTIAL
  42. 42. Facebook: Setup & Development Contest DevelopmentEssay Contest Quiz Contest Recipe SubmissionThe success of a social media contest, as measured by participation, comes down totwo basic factors: the effort required to participate and the value of the reward.CONFIDENTIAL
  43. 43. Facebook: Setup & Development Contest Development • Facebook Promotion GuidelinesCONFIDENTIAL
  44. 44. Facebook: Setup & DevelopmentQR Code Deployment• Drive offline users to your online contests with QR ready campaigns• Display your QR code in your offline promotional materials, book covers, premiums• They can be made to lead to your titles list, or directly to an ebook, or to any of your web locationsCONFIDENTIAL
  45. 45. Facebook: Advertising & Outreach • Facebook Outreach Tools 1. SETUP & DEVELOPMENT • Banner Ads • Sponsored Stories • Offers 2. ADVERTISING & OUTREACH • Influencer Marketing • Within Facebook 3. REPORTING & MANAGEMENT • Outside Facebook • Email Marketing 4. FAN ENGAGEMENT • Converting Offline to OnlineCONFIDENTIAL
  46. 46. Facebook: Advertising & Outreach Facebook Banner Ads • Facebook banner ad management • Facebook ad copy, banner creation • Bid Management & Targeting • How much does it costs?CONFIDENTIAL
  47. 47. Facebook: Advertising & Outreach Facebook Sponsored Stories Stories allow advertisers to augment viral buzz by giving greater distribution and visibility to posts that endorse their organization or business. When a user checks in to claimed Place, Likes a Page, or shares content to the news feed from an application that has paid for Sponsored Stories, that activity may appear as an advertisement to their friends.CONFIDENTIAL
  48. 48. Facebook: Advertising & Outreach Facebook Offers Bring people to your business with an offer they can claim and share with their friends.CONFIDENTIAL
  49. 49. Facebook: Advertising & Outreach Best practices for Ad Management •Change Ads frequently to combat viewer tiredness. If possible, pause the ads when they tire to 25% of the original CTR •Ask users to like you in the ad. Creating an in-line like – meaning that they can become a fan without ever having to go to your page •Targeting friends of connections increases the relevance of your ad. The downside of the Friends of Connections targeting selection is that it narrows the field of potential ad impressions down by a significant percentage. •Test ads frequently with different ad copy, call to action, banner images.CONFIDENTIAL
  50. 50. Facebook: Advertising & Outreach Influencer Marketing – Facebook Pages Partner with Facebook pages that reach out to audiences that are similar to yours! Example of how our Facebook partners will share your Facebook pageCONFIDENTIAL
  51. 51. Facebook: Advertising & Outreach Influencer Marketing – Blogs & Forums Virally promote your Facebook campaign on popular social networks, forums and blogs through your network of influencers. Kickstart your social campaign outside of Facebook and watch your interaction multiply.CONFIDENTIAL
  52. 52. Facebook: Advertising & Outreach Email Marketing • Build up your email list today • Update customers of the latest promotions • Big Contest promotes your Facebook contest to our list of over 50,000 active consumers who are keen in learning about our partner promotions and deals.CONFIDENTIAL
  53. 53. Facebook: Advertising & Outreach Converting Offline to OnlineCONFIDENTIAL
  54. 54. Facebook: Advertising & Outreach Converting Offline to OnlineCONFIDENTIAL
  55. 55. Facebook: Advertising & Outreach Converting Offline to OnlineCONFIDENTIAL
  56. 56. Facebook: Reporting & Management • Performance Indicators & Results 1. SETUP & DEVELOPMENT • Return on Investment (ROI) 2. ADVERTISING & OUTREACH 3. REPORTING & MANAGEMENT 4. FAN ENGAGEMENTCONFIDENTIAL
  57. 57. Facebook: Reporting & Management Performance Indicators & Results • No. of likes • Impressions • Talking about this • Click-throughs • Mentions & Citations • Conversions • Leads captured • Contributions • PurchaseCONFIDENTIAL
  58. 58. Facebook: Reporting & Management Authenticity of Fans So what is the lesson? Simple: it’s a bad idea to get fake likes. There are no real users behind the accounts and you might find your Facebook page suspended.CONFIDENTIAL
  59. 59. Facebook: Fan Engagement
  60. 60. “Setting up a Facebook Page is NOT a social media strategy”CONFIDENTIAL
  61. 61. Facebook: Fan Engagement 1. Content Management 1. SETUP & DEVELOPMENT 2. Comment Management 2. ADVERTISING & OUTREACH 3. REPORTING & MANAGEMENT 4. FAN ENGAGEMENTCONFIDENTIAL
  62. 62. Facebook: Fan Engagement Content Management: Conversation Calendar • Setting up the Facebook Page is just the 1st step. • To effectively achieve business objectives from Facebook, businesses have to manage fan engagement through regular posting of content and information. Why? 1. Build brand awareness and loyalty – By increasing fan engagement and interaction on the page 2. Increase viral outreach – By getting fans to share the client’s content to their friendsCONFIDENTIAL
  63. 63. Facebook: Fan Engagement Content Management: Conversation Calendar A conversation calendar is a valuable tool that can organize and streamline the planned initiatives. • List media and frequency of all your social media activity • Budget time and assign tasks to team members • Schedule social media events/promotions to leverage brand initiatives • Facilitate and plan a consistent conversation with fan page membersCONFIDENTIAL
  64. 64. Facebook: Fan Engagement Content Management: Conversation Calendar How to set up your conversation calendar 1.Start with an annual calendar. Fill in the key events that are relevant to your users and business • Major holidays • Major events (e.g. Singapore Restaurant Week, Children’s Day, GSS) • Company specific events ( e.g. New outlet opening, in-store promotions) 2.Drill down to the monthly view. Craft messages or promotions around these events listed 3. Set up a spreadsheet with monthly worksheets, and create columns for the post date, day of the week, content bucket, content reference and actual Facebook posts. Posting Date Day Content Bucket Reference Facebook Posting 5 Sep 2012 Mon Announce new NEmation Competition registration opens this Wednesday at product 5.00pm. Be sure to visit www.nemation.sg to register with your team!CONFIDENTIAL
  65. 65. Facebook: Fan Engagement Content Management: Conversation Calendar The best way to engage your fans is to offer something valuable on a consistent basis. 8 types of post generate high engagement: Type Description Be helpful Provide news & info that your audience appreciates. Post should be relevant to the organization yet not direct sell. Be funny Share jokes, stories or musings that reflect your personality. E.g. “Horrible photo of the day” Love your fans Recognize your fans. Thank them and congratulate them on the wall. Tag winners or contributors. Invite fans to events Fans can RSVP and share with their friends. Do not limit to offline events. Announce new products Share new product or event announcements. Show behind the scene footage or previews. Provide special offers Give fans early or exclusive access to deals, offers, to thank them. Ask fans to weigh in Engage your fans and let them know you value their opinions about your product or service. Post a question on the wall or create a poll. Get personal Share tidbits of personal information that help build trust. Show photos of staff celebration and other authentic sharing.CONFIDENTIAL
  66. 66. Facebook: Fan Engagement Content Management: Conversation Calendar Track the performance of your postings • When is the best time to post? • What is the best type of postings? • When is the best day to post? Number of shares Number of likes Number of comments Number of people who saw the postsCONFIDENTIAL
  67. 67. CONFIDENTIAL
  68. 68. Facebook: Fan Engagement Content Management: Edgerank What is EdgeRank? EdgeRank is the Facebook algorithm that decides which stories appear in each users newsfeed. The algorithm hides boring stories, so if your story doesnt score well, no one will see it. The first thing someone sees when they log into Facebook is the newsfeed. This is a summary of whats been happening recently among their friends on Facebook. Every action their friends take is a potential newsfeed story. Facebook calls these actions "Edges." That means whenever a friend posts a status update, comments on another status update, tags a photo, joins a fan page, or RSVPs to an event it generates an "Edge," and a story about that Edge might show up in the users personal newsfeed.CONFIDENTIAL
  69. 69. Facebook: Fan Engagement Content Management: Edgerank • Post content that generates the most interaction (Shares, likes, comments) • All those likes and comments will increase the Affinity Score between each fan and your page, boosting how many fans see your status updates in their newsfeed.CONFIDENTIAL
  70. 70. Facebook: Fan Engagement Content Management: Tools & Resources Facilitating content management with HootsuiteCONFIDENTIAL
  71. 71. Facebook: Fan Engagement 1. Content Management 1. SETUP & DEVELOPMENT 2. Comment Management 2. ADVERTISING & OUTREACH 3. REPORTING & MANAGEMENT 4. FAN ENGAGEMENTCONFIDENTIAL
  72. 72. “How should we respond to comments on Facebook? ”CONFIDENTIAL
  73. 73. Facebook: Fan Engagement Comment Management • How should we respond to social media comments? • Can we just switch off comments on my Facebook wall? • How fast do we need to respond to enquiries? Lay the foundation for a good customer service experience • Develop a social media response policy - how we respond, tone of voice, time to response • Educate your team - establish roles and ownership for responding to comments • Establish guidelines for users – let users know the Terms of Use • Ensure follow-through - Monitor SLAsCONFIDENTIAL
  74. 74. Facebook: Fan EngagementComment Management : Response Policy Have a Plan - Create your own social response policy, specific to your industry and brand
  75. 75. Facebook: Fan EngagementComment Management : Response PolicyType ResponseComplaints about a Apologize. Ask for more information so you canone-off bad experience investigate the issue. Try to take it offline (via PM or email) and offer assistance.Multiple complaints Hear them out. Ask them to help with a solution. Thenabout the same issue do something. Apologize publicly and announce the steps taken.Factually incorrect Politely reply with the correction. Encourage otherstatement customers to weigh in their experience.Negative opinions It’s hard to refute subjective statements. Find out theabout your brand reason behind the statement.Troll Comments Inflammatory message with the primary intent of provoking readers into emotional response. Ignore or delete.
  76. 76. Facebook: Fan Engagement Comment Management : Response Team GuidelinesCONFIDENTIAL
  77. 77. Facebook: Fan Engagement Comment Management : Leverage on Technology • Dedicated customer service application to handle comments or questions • Takes complaints off the newsfeed and collects all necessary informationCONFIDENTIAL
  78. 78. Facebook: Fan Engagement Comment Management : Leverage on Technology • Leverages on network effects in customer support through a social knowledgebase • As your community grows, so does the collective knowledge about your products and services • Popular topics become FAQs, great ideas get promoted up, and problems affecting many are addressed in one place • Cross-compatibility- extend social dialogue across channels. Let users choose which is their preferred channelCONFIDENTIAL
  79. 79. Facebook: Fan Engagement Comment Management: Handling ComplaintsCONFIDENTIAL
  80. 80. Facebook: Fan Engagement Comment Management: Handling ComplaintsCONFIDENTIAL
  81. 81. Facebook: Fan Engagement Comment Management: Spreading PositivityCONFIDENTIAL
  82. 82. Facebook: Fan Engagement Comment Management: Answering request for informationCONFIDENTIAL
  83. 83. Facebook: Fan Engagement Comment Management: Giving Guidance & AdviceCONFIDENTIAL
  84. 84. Contact DetailsEugene SimConversion HubEmail : eugenesim@conversion-hub.comMobile : +65 90254725Tel : +65 6844 3935URL : www.conversion-hub.comCONFIDENTIAL

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