Social Media for Retailers - Prantik

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Social Media for Retailers - Prantik

  1. 1. Hello@happymarketer.comHello@happymarketer.com 1  
  2. 2. May  13th  2013   Hello@happymarketer.com And is social media being used to celebrate this centennial movie event? You  Bet!   Hello@happymarketer.com 2  
  3. 3. Hello@happymarketer.comHello@happymarketer.com 3  
  4. 4. In fact ‘digital’ is revolutionizing not just the way movies are made & launched but also the way they are distributed consumed! Lets  look  at  some  local   examples!   Hello@happymarketer.com Ms.  Shilpa  Krishnan   30  year  old  Singaporean  Brand  Marketer  at  PG     Passionate  about  film  making!   Hello@happymarketer.com 4  
  5. 5. 3  Years  ago  she  began  her  independent  film  producAon  company   Hello@happymarketer.com She  began  with  4-­‐5  short     sub-­‐10min  films  3  years  ago…   Hello@happymarketer.com 5  
  6. 6. AHer  gaining  some  experience,    in  2011  she  produced  her  1st  feature  film   Hello@happymarketer.com Needless  to  say  her     equipment  was  ‘digital’   Hello@happymarketer.com 6  
  7. 7. She  found  her  editor    music  director   online  via  Facebook  in  Dubai!   Hello@happymarketer.com  guess  what  social  media  helped  her   connect  to  a  Bollywood  singer,  who  kindly  sang  the  Atle  track  for  her  for  free!   Hello@happymarketer.com 7  
  8. 8. Her  trailers  were  distributed     via  YouTube    Vimeo   Hello@happymarketer.comWe,  at  Happy  Marketer  helped     develop  her  web  assets!     Hello@happymarketer.com 8  
  9. 9. All  behind-­‐the-­‐scene  sAlls      promo  interviews  were  marketed  via  Facebook   Hello@happymarketer.com We  used  digital    social  media  markeAng   to  promote  her  screenings  at  The  Art  House   Hello@happymarketer.com 9  
  10. 10. The  screening  ‘moments’    audience  reviews  very  captured    shared  via  digital  channels….   Hello@happymarketer.com Following  the  offline  screening,  the  movie   had  a  global  premiere  via  an  online   movie  distribuAon  channel!   Hello@happymarketer.com 10  
  11. 11. The  global  premiere  screening  news   spread  far    wide  across  conAnents   thanks  to  cost-­‐effecAve  social  media!   Hello@happymarketer.com ….and  thanks  to  that  Shilpa    her  crew  got  covered  by  tradiAonal  media  in  Singapore    overseas!   Hello@happymarketer.com 11  
  12. 12. That’s not all folks, the news spread as from Singapore to Bangladesh to Hollywood! Hello@happymarketer.com…and today she has a DVD distribution contract from Hollywood as well Hello@happymarketer.com 12  
  13. 13. Global media coverage 3 International Film Festivals Digital equipment | social network connectivity crowd sourcing | digital marketing launch 7 short films + 1 x 2 hour feature film A passionate Budding talent dream lots of effort Hello@happymarketer.com Crowdsourced  funding     for  film-­‐making!   Hello@happymarketer.com 13  
  14. 14. The power of digital is immense it should not be undermined! Hello@happymarketer.comA  simple  wall  post  image  liked  by  800;     106  comments    shared  982  Ames;     Hello@happymarketer.com 14  
  15. 15. What do you thinkmakes digital this powerful popular? Hello@happymarketer.com Hello@happymarketer.com 15  
  16. 16. Hello@happymarketer.com We saw how digital influencesthe movie making launching process, but how about movie distribution consumption? Hello@happymarketer.com 16  
  17. 17. Hello@happymarketer.comHello@happymarketer.com 17  
  18. 18. Hello@happymarketer.comBut these are all not available in Singapore right, so are thereany homegrown local options? Hello@happymarketer.com 18  
  19. 19. Movie streaming with crowd-sourced, translated subtitles Hello@happymarketer.comLicensed Bollywood movie streaming integrated with social media Hello@happymarketer.com 19  
  20. 20. Not only does it show me which of myfriends have watched movies but gives me incentives to spread the word! Hello@happymarketer.com So is ‘digital social media’ a competitive threat to business? Hello@happymarketer.com 20  
  21. 21. Can this potential competitive threat be converted to a ‘competitive advantage’? You  Bet!   Hello@happymarketer.com For that we need to dig deep first understand how and why thedigital social revolution is underway! Hello@happymarketer.com 21  
  22. 22. Hello@happymarketer.comHello@happymarketer.com 22  
  23. 23. Hello@happymarketer.comHello@happymarketer.com 23  
  24. 24. What are some of the trends you observe? Crowd-sourced Off-line online integration Localized Personalized Data-driven Social Hello@happymarketer.com The role impact of social media marketing Prantik Mazumdar Partner, Happy Marketer prantik@happymarketer.com Hello@happymarketer.com 24  
  25. 25. If I were to ask you, how is Singapore feeling today?Sad? Happy? Ok? What would you say?? Hello@happymarketer.comAnd how was Singapore feeling during the Budget Valentines month? Valentines Day! Hello@happymarketer.com 25  
  26. 26. Let’s see what are Singaporeans are searchingfor right now?...... Hello@happymarketer.comAnd what are they tweeting as we speak?? 03:14   Hello@happymarketer.com 26  
  27. 27. Some fun social mobile trivia!1.  What is the mobile penetration of Singapore? 2.  What is the smartphone penetration of Singapore? 3.  What is the most expensive iPhone/iPad app? 4.  How many of you’ll use a mobile device while watching TV? 5.  Which country has the highest per capita usage of Facebook by time? 6.  Which is the fastest growing user segment on Facebook in Singapore? Hello@happymarketer.com We have moved into a real-time information era People are searching communicating through real time, social location-aware mechanism What sparked this change?? Hello@happymarketer.com 27  
  28. 28. The advent of Web 2.0 has transformed revolutionized the Internet… Web  2.0  encompasses  services    applicaAons   that  facilitate  a  two-­‐way  process  to   communicate,  share  and  collaborate   Hello@happymarketer.comIts much more than just Facebook, LinkedIn Twitter… Hello@happymarketer.com 28  
  29. 29. Everyone can be a creator, critic collector! Hello@happymarketer.com Hello@happymarketer.com 29  
  30. 30. Hello@happymarketer.comSocial media allows the same consumer to be aproducer your brand ambassador too! Hello@happymarketer.com 30  
  31. 31. On a lighter note, today we even have aprescribed social media diet;) Hello@happymarketer.com Hello@happymarketer.com 31  
  32. 32. The Internet has democratized information flow. People Consumers have the power choice to communicate, critique, discuss, share, transact through various social location-aware mobile tools Brands companies need to innovate offer new, relevant ways to live, work play Hello@happymarketer.comA bit about myself….. Currently a Partner @ Happy Marketer Previously, worked with another digital brand management firm Started my career in the Civil Service – at IESingapore Majored in Comp Engg in NUS minor in Technopreneurship Had won in the TEC category at Startup@Singapore in 2004 Love cricket a believer in social media www.linkedin.com/in/pranAkmazumdar   @pranmaz     Hello@happymarketer.com   32  
  33. 33. Today’s agenda….. 1. The evolution of media marketing 2. Are Asia Sg ready to embrace social media? 3. The role influence of digital on businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches! Hello@happymarketer.com Hello@happymarketer.com 33  
  34. 34. Hello@happymarketer.comHello@happymarketer.com 34  
  35. 35. Hello@happymarketer.comHello@happymarketer.com 35  
  36. 36. Hello@happymarketer.comHello@happymarketer.com 36  
  37. 37. Hello@happymarketer.comHello@happymarketer.com 37  
  38. 38. Hello@happymarketer.comHello@happymarketer.com 38  
  39. 39. Hello@happymarketer.comHello@happymarketer.com 39  
  40. 40. Hello@happymarketer.comHello@happymarketer.com 40  
  41. 41. Hello@happymarketer.comHello@happymarketer.com 41  
  42. 42. Hello@happymarketer.comHello@happymarketer.com 42  
  43. 43. Hello@happymarketer.comHello@happymarketer.com 43  
  44. 44. Hello@happymarketer.com67  Million  iPads  sold  in     2  years  since  launch!   Hello@happymarketer.com 44  
  45. 45. 67  Million  Units  sold  in…..   24  years   5  years   3  years   Hello@happymarketer.com In the last 700 years, since the advent of print media, marketing has evolved across many different media and devices and is progressively moving towards in-bound, content based, non-intrusive ideas Hello@happymarketer.com 45  
  46. 46. Activity 1: Design an marketing campaign foryour business across the following channels •     Print   One annual mega promotion •     Radio   to increase the awareness •     TV   footfall at your retail outlet •     Email   •     Mobile   •     Display   •     Social  Media   Hello@happymarketer.com Hello@happymarketer.com 46  
  47. 47. Today’s agenda….. 1. The evolution of media marketing 2. Are Asia Sg ready to embrace social media? 3. The role influence of digital on businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches! Hello@happymarketer.com Hello@happymarketer.com 47  
  48. 48. Source:  www.thomascrompton.com   Hello@happymarketer.com Hello@happymarketer.com 48  
  49. 49. Hello@happymarketer.comHello@happymarketer.com 49  
  50. 50. Smartphone Penetration in APAC….. •  Singapore – 70% •  Australia – 37% •  Hong Kong – 35% •  USA – 31% Hello@happymarketer.com Hello@happymarketer.com 50  
  51. 51. Hello@happymarketer.comHello@happymarketer.com 51  
  52. 52. Hello@happymarketer.comHello@happymarketer.com 52  
  53. 53. Hello@happymarketer.comHello@happymarketer.com 53  
  54. 54. Hello@happymarketer.comMobile Web Trends are rather unique in Asia Hello@happymarketer.com 54  
  55. 55. Mobile Web Usage Trends….. •  Globally 8.9% of web traffic comes from mobile •  In Asia, that number stands at 14% - Japan : 47% - Urban China : 43% - Singapore : 35% - HK : 16% •  In many other Asian countries, most mobile Internet users never use a desktop/PC - India : 59% - Indonesia : 44% - Thailand : 32% Hello@happymarketer.com Smartphones, mobile web, mobile apps are transforming our lives! Hello@happymarketer.com 55  
  56. 56. Hello@happymarketer.comHello@happymarketer.com 56  
  57. 57. Hello@happymarketer.comHello@happymarketer.com 57  
  58. 58. Hello@happymarketer.comHello@happymarketer.com 58  
  59. 59. Now, lets see how mobile is transforming our habits behaviour on social media? Hello@happymarketer.comThe convergence of mobile social is creating a wave ofopportunities in the domains of entertainment, gaming,commerce, deals…… Hello@happymarketer.com 59  
  60. 60. The convergence of mobile social is creating a wave ofopportunities in the domains of entertainment, gaming,commerce, deals…… Hello@happymarketer.comActivity 2: Outline 5 interesting features thata smartphone iPad app should have foryour business? Hello@happymarketer.com 60  
  61. 61. Hello@happymarketer.comToday’s agenda….. 1. The evolution of media marketing 2. Are Asia Sg ready to embrace social media? 3. The role influence of digital on businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches! Hello@happymarketer.com 61  
  62. 62. Hello@happymarketer.comSo where how exactly does “digital marketing” fit in influence marketing? Hello@happymarketer.com 62  
  63. 63. Traditionally the consumer decision makingprocess has been linear and simplistic……. Hello@happymarketer.com…but with the advent of digital social media, themodel has evolved to be dynamic….. Source: McKinsey HBR 2010 Hello@happymarketer.com 63  
  64. 64. …and in this new loop model, online marketing helpsmarketers achieve a good mix of objectives….. Hello@happymarketer.com ….and there’s different forms of digital marketing channels media to cater to the different phases….. Hello@happymarketer.com 64  
  65. 65. Brand marketers must distinguish between thedifferent kinds of digital media available theirutilities…. Hello@happymarketer.com Hello@happymarketer.com 65  
  66. 66. Hello@happymarketer.com What are the cool, new, relevant Facebook updates? Hello@happymarketer.com 66  
  67. 67. Hello@happymarketer.comHello@happymarketer.com 67  
  68. 68. Key Features 1. Cover Photo Profile Photo 2. Milestones 3. PinPosts Highlights 4. Private Messages 5. Admin Panel Analytics Hello@happymarketer.com Hello@happymarketer.com 68  
  69. 69. 6 Asian countries in the Global Top 20 Hello@happymarketer.comSingapore’s Facebook Demographic Hello@happymarketer.com 69  
  70. 70. Singapore’s Facebook Demographic Hello@happymarketer.comSingapore’s Facebook Demographic Hello@happymarketer.com 70  
  71. 71. Hello@happymarketer.comHello@happymarketer.com 71  
  72. 72. Hello@happymarketer.comThe largest Singapore FanPage on FB is an Entertainment channel! Hello@happymarketer.com 72  
  73. 73. Hello@happymarketer.comWhat are some of the other great examples of Fan Pages social media communities? Hello@happymarketer.com 73  
  74. 74. Hello@happymarketer.comHello@happymarketer.com 74  
  75. 75. Hello@happymarketer.comHello@happymarketer.com 75  
  76. 76. What about local Fanpages? Hello@happymarketer.com Hello@happymarketer.com 76  
  77. 77. Hello@happymarketer.comHello@happymarketer.com 77  
  78. 78. Hello@happymarketer.comSingapore Top 10 Retail Entertainment Pages Property   Total  Fans   People  Talking   Check-­‐ins   About   Marina  Bay  Sands   95114   10640   1,005,486   ION  Orchard   47228   899   173,120   313@Somerset   10986   194   95,149   Orchard  Central   9045   214   975   City  Square  Mall   8429   52   -­‐   Tampines  1   8170   281   37,173   Parkway  Parade   7427   436   38,543   Cathay  Cineleisure   4898   38   -­‐   United  Square   4450   42   12,818   Tiong  Bahru  Plaza   3838   43   17,070   Hello@happymarketer.com 78  
  79. 79. Singapore has 2.8 M active users on Facebook yet fan bases activities are rather low in this category! Hello@happymarketer.com But does all this Social Media activityactually work show business results? Hello@happymarketer.com 79  
  80. 80. Hello@happymarketer.comHello@happymarketer.com 80  
  81. 81. Hello@happymarketer.comHello@happymarketer.com 81  
  82. 82. Hello@happymarketer.comHello@happymarketer.com 82  
  83. 83. So, what should be my Social Media Marketing Strategy? Hello@happymarketer.comSocial Media Marketing Strategy Community Setup Growth Community Engagement Online User-Generated Monitoring Content Community Enticement Community Participation Hello@happymarketer.com 83  
  84. 84. The activities and events that typically intocampaign planning exercises…… •  Facebook Fans Strategy Community •  Facebook MediaBuy CPC Advertising Growth •  Online Traditional PR •  Facebook Application Contest Community Engagement •  Facebook Wall Content Strategy •  Facebook Photos Videos • Traditional PR Activities Community Participation •  Promotions Fan Meetups •  Roadshows Events Hello@happymarketer.com Brand Engagement Hello@happymarketer.com 84  
  85. 85. September 2009 – September 2010 Hello@happymarketer.com Wall  Strategy  (December)   From  Tongue  Twisters,     Sing-­‐a-­‐long,  Trivia’s…   Hello@happymarketer.com 85  
  86. 86. Total  comments  720  (average  8)   Overall  highest  –  63  comments   Total  likes  680  (average  7)   Overall  highest  –  70  likes   Hello@happymarketer.com A  TRIBUTE  TO  EARTH  DAY   (April  22,  2010)              The  theme  for  April  is   Environmental  Awareness.    Cheers  is   launching  an  applica^on  that  serves  as   an  awareness  on  how  to  maintain  the   balance  of  a  pond’s  eco-­‐system  which   will  make  healthy  water  for  fish  and   other  living  community  in  a  pond.                An  ECO  FRIENDLY  FUN  ACTIVITY  for   users  keep  the  balance  in  the  eco-­‐ system  to  stop  water  pollu^on  and  act   fast.    Thus,  we  named  the  applica^on   as  the  Cheers  Act  Fast  Challenge.       Hello@happymarketer.com 86  
  87. 87. Go  Wild  Over   Football     w/  Cheers     June  1  to  July  9,  2010   Extended  ^ll  July  12th   Hello@happymarketer.com Wall  ac^vity  just  for  the   fans…   Hello@happymarketer.com 87  
  88. 88. World  Cup  Finals     (July  11/12  SGT)   SPAIN  scored  the  1st  and  only  goal  of  the  World  Cup  2010  at  4:57  am.       14  people  was  up,  some  cheered  some  wept  using  our  wall…   Hello@happymarketer.com Trivia  on  Video  Photo  Tagging   Hello@happymarketer.com 88  
  89. 89. June  2010  interac^on  went  to      100  interac^ons.     March’s  highest  interac^on  was  65.       Avg.  interac^on  would  be  35  per  month.   Month   InteracAon     Comments   Like    June   496   249   241    May   373   162   205    April   365   190   170      March   500   296   193   March  2010   Hello@happymarketer.com Hello@happymarketer.com 89  
  90. 90. Hello@happymarketer.comHello@happymarketer.com 90  
  91. 91. Hello@happymarketer.comHello@happymarketer.com 91  
  92. 92. Customer Service Hello@happymarketer.com Hello@happymarketer.com 92  
  93. 93. Hello@happymarketer.comPromotion Contests Hello@happymarketer.com 93  
  94. 94. Hello@happymarketer.comHello@happymarketer.com 94  
  95. 95. Social Commerce Hello@happymarketer.com Hello@happymarketer.com 95  
  96. 96. Hello@happymarketer.comActivity 4: Outline discuss 5 ways that youcan leverage on digital technology socialmedia to improve a customers experience Hello@happymarketer.com 96  
  97. 97. Customized pre-roll Live-tweeting? ads? Check-in contests promos? Hashtag-based contests? iPad integration with luxury seats? Hello@happymarketer.comThe Offline vs. Online battle? Hello@happymarketer.com 97  
  98. 98. Hello@happymarketer.comHello@happymarketer.com 98  
  99. 99. How do I split my spends? Source: Mashable Hello@happymarketer.com Source: Economist Hello@happymarketer.com 99  
  100. 100. Which one takes the lead How do we synergize both? Hello@happymarketer.com Offline marketing boosts online effect by 40% What prompts users to search onlinefor a particular product/service? • TV ads – 44% • Word of Mouth – 41% •  Print ads – 35% •  Radio – 23% •  Billboard – 13% Source: eConsultancy iProspect Hello@happymarketer.com 100  
  101. 101. Hello@happymarketer.comHello@happymarketer.com 101  
  102. 102. Hello@happymarketer.comActivity 5: Outline discuss 5 ways that youcan create interesting offline-onlineintegrated campaigns for your business thatcan help you monetize your business better? Hello@happymarketer.com 102  
  103. 103. Sponsored 2nd screens? Post-movie hang out FB bars? Pre-movie launch parties for Fans? Promoted Memorabilia? Exclusive Sneak Previews as social media rewards? Hello@happymarketer.comToday’s agenda….. 1. The evolution of media marketing 2. Are Asia Sg ready to embrace social media? 3. The role influence of digital on cinema, leisure entertainment marketing 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches! Hello@happymarketer.com 103  
  104. 104. Hello@happymarketer.comHello@happymarketer.com 104  
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  111. 111. Hello@happymarketer.comHello@happymarketer.com 111  
  112. 112. Hello@happymarketer.comThere needs to be a balance Between quantitative Qualitative metrics! Hello@happymarketer.com 112  
  113. 113. Activity 6: Think of 3 creative ideas whereyou can use digital social media data tomonitor add value to your customers Hello@happymarketer.comToday’s agenda….. 1. The evolution of media marketing 2. Are Asia Sg ready to embrace social media? 3. The role influence of digital on cinema, leisure entertainment marketing 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches! Hello@happymarketer.com 113  
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  130. 130. Come 31st March 2012, Facebook introduced the Timeline Hello@happymarketer.com Hello@happymarketer.com 130  
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  153. 153. Hello@happymarketer.comHello@happymarketer.com 153  
  154. 154. Post its IPO, Facebook is working even harder to roll out more marketing features for brands! Hello@happymarketer.comTimeline  for  Mobile   Hello@happymarketer.com 154  
  155. 155. Promoted  Posts   Hello@happymarketer.comFaster    Lighter  NaAve  iOS  App   Hello@happymarketer.com 155  
  156. 156. Facebook  Mobile  Ads   Hello@happymarketer.comFacebook  AdExchange   Hello@happymarketer.com 156  
  157. 157. Phone    Email  Targeted  Ads   Hello@happymarketer.comPage  Post  Targeted  Enhanced   Hello@happymarketer.com 157  
  158. 158. Scheduled,  Unpublished,  Editable  Posts   Hello@happymarketer.comSponsored  Search  Results   Hello@happymarketer.com 158  
  159. 159. LogOut  Page  Ads   Hello@happymarketer.com So, what are the steps in creating a Facebook Fan Page? Hello@happymarketer.com 159  
  160. 160. Hello@happymarketer.comHello@happymarketer.com 160  
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  162. 162. Hello@happymarketer.comHello@happymarketer.com 162  
  163. 163. Hello@happymarketer.comHello@happymarketer.com 163  
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  165. 165. Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com 165  

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