This document provides an overview and agenda for a presentation on using Facebook for business. It discusses perspectives on opt-in marketing and generating engagement on Facebook. It also covers defining marketing objectives, generating leads, using blogging and social media, email automation, search optimization, and lead management. Additional sections provide examples on driving content and defining audiences on Facebook. The presentation emphasizes listening to customers, focusing on engagement, and using visual content to drive virality. It also briefly discusses using paid promotion and apps on Facebook.

1. FACEBOOK FOR
BUSINESS
Art Lee
Founder, Internet Marketing Coach

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.

6. Facebook for Business
PERSPECTIVE

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
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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

15. Facebook for Business
MARKETING
OBJECTIVES

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

23. Facebook for Business
LEAD GENERATION

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

26. CASE STUDY 1 26

27. CASE STUDY 1 27

28. CASE STUDY 1 28

29. CASE STUDY 1 29

30. CASE STUDY 2 – COACH FACEBOOK APPS 30

31. CASE STUDY 2 COACH FACEBOOK 31

32. CASE STUDY 2 – COACH FACEBOOK 32

33. CASE STUDY 2 – COACH FACEBOOK 33

34. CASE STUDY 2 – COACH FACEBOOK 34

35. CASE STUDY 2 – COACH FACEBOOK 35

36. CASE STUDY 2 – COACH FACEBOOK 36

37. CASE STUDY 2 – COACH FACEBOOK 37

38. CASE STUDY 2 – COACH FACEBOOK 38

39. Facebook for Business
BLOGGING/SOCIAL
MEDIA

40. BLOGGING/SOCIAL MEDIA 40
CONNECTING TO SOCIALSPHERE

41. BLOGGING/SOCIAL MEDIA 41
BLOG/ARTICLES – WEB TO FB
Picked up on
Web Content FB Newsfeed (View/
Like/Share)

42. Facebook for Business
EMAIL/AUTOMATION

43. EMAIL ACQUISITION 43

44. EMAIL ACQUISITION 44
VIA FACEBOOK APPS

45. EMAIL ACQUISITION 45
AUTOMATED RESPONSE
Get email
Automatic
Drip email
marketing
confirmation
Automatic Asks for
email confirmation
confirmation (opt-in)

46. Facebook for Business
SEARCH OPTIMIZATION

47. SEARCH OPTIMIZATION 47
SEARCH FILTERS

48. SEARCH OPTIMIZATION 48
SEARCH FOR WEB DESIGNER

49. SEARCH OPTIMIZATION 49
SEARCH FOR WEB DESIGNER HONG KONG

50. SEARCH OPTIMIZATION 50
CLICK SEE MORE RESULTS

51. SEARCH OPTIMIZATION 51
CLICK SEARCH ON WEB (BING)

52. GRAPH SEARCH 52

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.

54. Facebook for Business
LEAD MANAGEMENT

55. LEAD MANAGEMENT 55
BUILD FANS

56. LEAD MANAGEMENT 56
INVITE EMAIL CONTACTS

57. LEAD MANAGEMENT 57
INVITE FRIENDS

58. LEAD MANAGEMENT 58
SHARE PAGE

59. LEAD MANAGEMENT 59
TARGET LISTS (SHARE)

60. LEAD MANAGEMENT 60
INTEGRATE WITH EMAIL SYSTEM
Visit Page
Email
Like
Marketing
Email Email
System taken

61. LEAD MANAGEMENT 61
PAGE POST DETAILS

62. LEAD MANAGEMENT 62
SALES FUNNEL
Coupon Email
Redeem Coupon
VIP/
News
Member

63. Facebook for Business
MARKETING ANALYTICS

64. MARKETING ANALYTICS 64
FB INSIGHTS

65. MARKETING ANALYTICS 65
LIKE DETAILS

66. MARKETING ANALYTICS 66
REACH AND FREQUENCY

67. MARKETING ANALYTICS 67
WHO SEARCHED FOR YOU
Sproutsocial.com

68. PAGE MANAGER FOR MOBILE 68

69. SOCIAL MEDIA METRICS 69

70. Facebook for Business
DEFINE AUDIENCE

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

72. DEFINE AUDIENCE 72
CREATE LISTS

73. DEFINE AUDIENCE 73
POST TO GROUPS

74. DEFINE AUDIENCE 74
POST TO FAN PAGE

75. Facebook for Business
DRIVING CONTENT

76. DEFINE AUDIENCE 76
GET INSIDE
AdityaKedia.com - Emersense

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

79. DRIVING CONTENT 79
STORY & PARTICIPATION

80. DRIVING CONTENT 80
VIRAL MARKETING
Content that is read/viewed,
then shared beyond your target
or subscription base.

81. DRIVING CONTENT 81
TREND OF VISUALS
3 Million+
Likes
150K +
Shares

82. DRIVING CONTENT 82
USER GENERATED CONTENT

83. Facebook for Business
PAID SERVICES

84. FACEBOOK APPS 84

85. NEW PAID FEATURE 85
PROMOTE YOUR POSTS

86. SPONSORED ADS 86

87. FACEBOOK FOR BUSINESS 87
DISCUSSION TIME

88. INSERT CLASS TITLE 88
Q&A