The document discusses six problems businesses can solve using Facebook marketing, highlighting the platform's significant user base in India and the importance of targeting the right audience. It emphasizes strategies such as building professional networks, enhancing brand credibility, and utilizing Facebook ads effectively to generate leads and engage consumers. Additionally, the document covers advanced targeting techniques like custom and lookalike audiences, retargeting, and the use of video content for enhanced engagement.

1. FACEBOOK MARKETING
6 PROBLEMS BUSINESSES CAN SOLVE USING FACEBOOK

2. Co - Founder of Obbserv and an alumnus of the Indian Institute of Technology, Delhi
(IIT Delhi), with two years of experience in leading the fronts of digital marketing for
Flipkart in association with its founders. The ability to think at scale, exposure to
artificial intelligence & data analytics and vision to develop a sustainable perception,
enable him to design intelligent systems and create sustainable digital presence. He is
also one of the Founding Charter Members of TiE Udaipur Chapter and an angel
investor to support and learn with other entrepreneurs.
WEBINAR SPEAKER – RAVI SONI

3. That’s a lot of money
And a lot of users
CLIENTELE

4. FACEBOOK CONSUMPTION
56% of Internet users in India use WhatsApp every day, 51% use Facebook, finds study by research firm TNS

5. FACTS IN FOCUS – PEOPLE & TIME
People
1. The Digital India - 400+ million users
2. 1.71+ billion monthly active users on Facebook
3. Facebook India now has 142M users
4. Over 90% are mobile users
5. Active Indians on Facebook - 74+ million
6. Around 73% are men
Time
1. We spend More than 170 minutes using a smartphone
every day
2. Every one minute of our 5 minutes is digital
3. Average time spend on Facebook is 20 minutes per day
4. Posts published on Thursday and Friday receive the
highest engagement
Its All About People
Right People, Right Time, Right Place
Get the two right - third will follow

6. 6 PROBLEMS BUSINESSES CAN SOLVE USING FACEBOOK
Build a Community/Network of Professionals
Build a Community/Network of B2B Partners
Brand Positioning & Value Proposition
Target HNI
Build Brand Credibility
Stages in Consumer Lifecycle

7. BUILD A COMMUNITY/ NETWORK OF PROFESSIONALS
Manufacturers
Influencers
Consumers Bloggers
Doctors
Designers
Architects
Interior Designers
Influencers play a vital role in the purchase decision in industries such as designer wear, building material, home décor
amongst others. Quintessentially, these are specialist in their field and often influences purchase decisions of the
consumer/ buyer.
Facebook can help target influencers to achieve reach, awareness, conversion & engagement.
PROBLEM 1

8. FACEBOOK ADS

9. FACEBOOK ADS

10. FACEBOOK ADS

11. TARGETING PROTOTYPE

12. LANDING PAGE
Landing Page :
The target audience is directed to landing page
through Facebook Ads and Social Media Posts.
This helps us :
1. To Showcase our Product Range, Offers,
Company Details
2. Highlight USP’s
3. Accreditations, Associations ,
Certifications
4. To Create a Database of Potentials Leads
5. To Generate Leads

13. Budget INR 1,00,000
CPA INR 88.72
CPC INR 2.69
Professionals Connected 1124
Conversion Rate 4.2%
RESULTS

14. Manufacturers
CNF
Distributors
Dealers
Consumers
Channel Partners play a vital role in the purchase decision in industries such as building material, home décor amongst
others. Quintessentially, these become influencers and often influences purchase decisions of the consumer/ buyer.
Facebook can help target Distributors and Dealers to achieve reach, awareness, conversion & engagement.
Channel Partner
BUILD A NETWORK OF B2B PARTNERSPROBLEM 2

15. FACEBOOK ADS

16. FACEBOOK ADS

17. LANDING PAGE
Landing Page :
The target audience is directed to landing page
through Facebook Ads and Social Media Posts.
This helps us :
1. To Showcase our Product Range, Offers,
Company Details
2. Highlight USP’s
3. Accreditations, Associations ,
Certifications
4. To Create a Database of Potentials Leads
5. To Generate Leads

18. TARGETING PROTOTYPE

19. Budget INR.200000
CPA INR.114.48
CPC INR.4.12
Professionals Connected 1819
Conversion Rate 5.14%
RESULTS

20. BRAND POSITIONING & VALUE PROPOSITIONPROBLEM 3
Value proposition is a clear statement that explains how your product solves customers' problems or improves their
situation (relevancy), delivers specific benefits (quantified value), tells the ideal customer why they should buy from you
and not from the competition (unique differentiation).

21. CAMPAIGN
World Bank approached Obbserv with an objective to raise awareness about eWaste hazards and offer consumers a SAFE
& ECO-FRIENDLY way of RECYCLING eWaste. Thought-provoking cleaneindia campaign delivered a strong message and
encouraged people to keep the city and country clean.

22. CAMPAIGN
Obbserv Hiring Campaign went viral over the web because of its nostalgic appeal.

23. TARGET HNI Audience
OBJECTIVE
1. To sell a premium service like hair transplant, laser
treatment or technical innovation
2. To sell an educational course or workshop or a
seminar
3. To sell high end products - cutlery, accessories, etc.
TARGETING LANDSCAPE
1. Demographic-based – India
2. Age - 26-54
3. Mobile Phone Classification
4. Schools, premier colleges
5. Profiles of Top MNC’s
6. Travel Behaviour (Like frequent travellers and Business
travellers).
7. Associations like - RTI, Commerce Chambers and other
organisations
8. Behavioural & Interest based
PROBLEM 4

24. 1. Custom & Lookalike Audiences
2. Mobile Phone Classification
3. Behavioural & Interest based
4. Luxury based targeting including magazines, big
brands.
5. Travel based
6. Education based
7. Work and industries based
8. Life events based
9. Parents based
10. Politics based
11. Expats from different countries
12. Connection Targeting
IN THE MOMENT TARGETING

25. BUILD CREDIBILITY
Testimonials
Awards & Recognition
Accreditations, Association & Certifications
Case Studies
Clients
Leverage the assets of a brand to create credibility in the minds of potential and current customers
PROBLEM 5

26. The Great Indian Film & Literature Festival:
Personal Invitation by actor, writer, director,
Piyush Mishra
EXAMPLES
Queens Quinoa: Video Testimonial by
Muscle Mania Winner

27. FACEBOOK MARKETING FUNNEL
AWARE ENGAGE CONVERT
PROBLEM 6

28. ENGAGE
Local Legs is a online food delivery service in Chennai. One can order food online from their favourite restaurants. The
Engagement was on a peek when these creative were made live on Social Media.

29. ENGAGE
Capstona, manufacturer of ceramic and vitrified tiles chose the green agenda to engage with its target audience.

30. TARGETING
Custom
Audience
• With Custom Audiences, you can reach customers you already know with ads on
Facebook by uploading a list of contact info like email addresses or phone numbers.
Lookalike
Audience
•Lookalike Audiences are a way to reach new people who are likely to be interested in
your business because they're similar to customers you care about.
•You can base your Lookalike Audience on a variety of sources (ex: people who like your
Page, visited your website or behaviour similar to your custom audience).
Remarketing
• Facebook Remarketing helps boost conversions and lowers the overall cost per
customer acquisition. The biggest advantage of remarketing is that you’re only
showing your ad to people who are genuinely interested in your product

31. RETARGETING

32. Stay TOP OF MIND and achieve conversions through retargeting.
Here are four custom audiences you can use to retarget Facebook users with your content.
● Website Visitors: The most common remarketing tactic is targeting relevant ads at people who have
already visited your website (usually a specific landing page)
● Facebook Fans - Retargeting to existing Facebook fans is incredibly easy. If you retarget your most
important content to them via a Facebook ad, they’re more likely to see it
● Facebook engagements: Engagement audiences allow you to reach people who have previously
interacted with your content on Facebook. Engagement can be of Video, Lead ad or canvas
● Email Subscribers: Retargeting to email subscribers can increase the chance of conversion
exponentially
● Similar Audiences: You can actually strengthen the power of your newsletter by serving Facebook ads
to existing email subscribers
WHY RETARGETING ?

33. Features:
● Facebook dynamic
ads helps you
promote relevant
and timely products
to shoppers
browsing your
product catalog on
your website or
mobile app.
● With dynamic ads,
Target has been
able to more easily
engage consumers
with highly relevant
creative.
RETARGETING THROUGH DYNAMIC PRODUCT ADS

34. ENGAGE THROUGH INSTANT ARTCILES
Benefits:
● Content Reach: User’s won't have to leave Facebook’s
interface to read the content.
● Engagement for User: Variety of engagement options
like inserting GIFs, Videos, Ads, Signup forms etc.
● Analytic: Dashboards gives you:
a. Unique visitors and repeat visitors
b. Content getting the most engagement
c. The amount of content consumed

35. ENGAGE THROUGH FACEBOOK APP
Helps in Fan Engagement and in Building Community.

36. Benefits:
• It's an answer: Facebook Canvas is an
answer to the question about where to
put content. It's like delivering a small
website right to your customer's thumb.
• Visual and flexible – The Canvas can
include text, photos, video, carousel,
call-to-action button, or tilt-to-pan
functionalities.
• Immersive and engaging – The Canvas
unit is displayed as a link ad within the
user’s mobile newsfeed.
• Fast loading - loads 10x faster than
standard mobile websites.
• Increases the time spent with your
brand and reduces bounce rates.
ENGAGE THROUGH CANVAS

37. CONVERT BY PROBING
Call to Action Button by Facebook acts as trigger and promotes clicks on the Ad. Add a call-to-action button to tell people
what you want them to do when they see your ad.

38. FACEBOOK LIVE
Facebook Live lets you connect with your fans, friends and
followers by sharing real-time video of what you’re seeing
and doing and acknowledge your fans and followers in real
time. This feature of Facebook has been predominant in
increasing engagement on the page.

39. VIDEO MARKETING
Tell a story using a video in your ad.

40. LEADGEN
Lead Generation Ads lets you add a form to your ad to collect info from people interested in your business.

41. MEASURE PERFORMANCE
Facebook Insights help you track Page,
post & video Engagement such as page
views, page likes people reached, post
engagement, video views etc.
Google Analytics lets you measure your
advertising ROI as well as track your
Flash, video, and social networking
sites and applications.
Supermetrics provides easy-to-
use report automation tools for
Google Analytics,
AdWords, Facebook, Bing Ads &
YouTube.

42. THANK YOU