The document discusses Facebook marketing measurement and provides tips for running an effective Facebook campaign. It explains that campaigns should have clear objectives and measurable key performance indicators. Campaigns generally involve four steps - planning, preparing, executing, and evaluating. The planning stage defines goals and resources. Preparation involves setting rules and promotion strategies. Execution is launching the campaign and engaging participants. Finally, evaluation analyzes performance against objectives and identifies lessons learned. The document also discusses how Facebook can help build brand awareness, preference, and loyalty over time.

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SOCIAL MEDIA MARKETING
Facebook Marketing Measurement
By: Phan Thanh Quan
Co-Founder http://media.younetco.com

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Benefits of Facebook Marketing
Source: www.socialmediaexaminer.com

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Brand Awareness Pyramid
Clients love your brand!
=> advocate your products/services, recommend
other people to join your fanpage/community
Loyalty
Clients prefer your brand, but there are still
other brands to consider
=> engage to your activities, events, share
their thoughts and ideas
Preference
Clients are aware of your brand, but there
are other brands to consider
=> like your fanpage, read your posts once a
Awareness while (listen)

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Building Customer Relationship
- Nurture customer relationship and loyalty
- Reposition your business
Loyalty - Enhance marketing strategy
- Gain insights of fans
- Amplify recommendation and word of mouth
- Build loyalty and deepen relationship
Preference
- Increase traffic, increase fans
- Raise awareness
Awareness - Drive preference and differentiation

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How to run a Facebook campaign?
1. Planning
2. Preparing
3. Executing
4. Evaluating

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How to run a Facebook campaign?
1. Planning
• Define clear objective: attract fans, engage fans, drive traffic to website,
increase sales through promotion, ..
• Define measurable KPI: # fans, # talking, # traffic to website, #
conversion rate, # sales volume, demographic
• Choose campaign type: photo contest, coupon, sweepstakes, mini game
• Plan resource:
– people
– budget (operation & prize & ads)
– technology (apps & tools)
– PR & Activities

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How to run a Facebook campaign?
2. Preparing
• Campaign mechanics: rules and conditions, how to participate, how to
judge, prizes, schedule
• On Fan Page: build Tab contents for the campaign using Facebook App
• Report template: detailed expected report contents during and after
the campaign (crucial to measure KPI & participant insights)
• PR & Ads activities:
– Facebook Ads, Facebook Influencers, Hot Fan Pages
– CPC, Forum seeding, Email marketing, Online PR
– Newspaper, Banner, TVC, ..

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How to run a Facebook campaign?
3. Executing
• Announce the campaign, execute PR & Ads
• Engage participants through posts & comments on wall & tab
• Monitor campaign performance & adjust if necessary
• Judging and closing

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How to run a Facebook campaign?
3. Executing

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How to run a Facebook campaign?
3. Executing

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How to run a Facebook campaign?
3. Executing

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How to run a Facebook campaign?
4. Evaluating
• Analyze campaign performance
• Evaluate against KPI
• Lessons learnt

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Facebook Apps
• Prebuilt apps (aka: ready apps/packaged apps)
– Provide common functionalities, meet 80% - 90% expectation
– Very affordable price compared to custom apps
– Zero development time
– Customizable fanpage look and feel
• Custom apps
– Tailored to meet 100% expectation
– Very expensive
– Time consuming to develop
– Require management effort

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About YouNet Media
• YouNet was founded in 2008
• US company with > 100 staffs
• HQ in HCMC, 2 Offices in US and UK
• One of the largest niche social network providers globally
• Main services:
 Niche Social Network Solutions
 Social Marketing Solutions (YouNet Media)
 Social Network Research and Development

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Contact YouNet Media
• Website: http://vn.media.younetco.com
• Facebook: http://www.facebook.com/YouNetMedia
• Email: media@younetco.com
• Address: 7/1 Thanh Thai, Dist. 10, HCMC
• Co-Founder: Phan Thanh Quan
• Facebook: http://www.facebook.com/quietvn
• Email: quanpt@younetco.com

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Thank you!