1 day honda malaysia facebook marketing · this is the large, horizontal image that spans the top...

1 D a y H o n d a M a l a y s i a Facebook Marketing

Workshop

Bring to you by:

D o u b l e E f f e c t Tr a i n i n g H o u s e

Honda Malaysia Facebook Marketing Workshop

Vehicle sales performance in Malaysia, 2017 vs 2016Honda Malaysia achieves 109,511 units in 2017, highest ever among non-national brands


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SUCCESS STORY USING FACEBOOK

Volkswagen Malaysia’s pre-launch Facebook campaign for its new Tiguan model reached its target audience on a large scale, driving a 3.27% year-on-year increase in segment share and a 9.4-point lift in awareness of the new model.

9.4-pointlift in ad awareness

11 %average increase in ad recall

3 %year-on-year increase in segment share

Volkswagen Malaysia

THEIR GOALGetting on the radar

THEIR SOLUTIONBrand-building with visual stories

The car manufacturer wanted to create mass awareness for its new Tiguan model and generate leads, using Facebook for the first time as the main communication channel for its brand awareness campaign before and after the car launch.

Volkswagen Malaysia needed to generate mass awareness and drive leads for the launch of the new Tiguan model. The company partnered with Industria and PHD on the campaign strategy and content production.

The campaign’s creative strategy focused on the concept of “All Grown Up”, reflecting the car’s new standout design and its definition of what a family car should be. This was brought to life through videos featuring the car’s unique selling propositions (USPs), which matched different consumer interests: com-fort, design and technology.

To optimise the videos for mobile viewing, Volkswagen kept its ads under 20 seconds, included branding upfront, added captions for a sound-off environ-ment and captured people’s attention in its first few frames with eye-catching shots of the car’s design.


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The campaign rolled out in several phases. Pre-launch, Volkswagen kicked off with a teas-er video introducing the Tiguan, alongside lead ads encouraging people to book a test drive. People who watched the video were retargeted with lead ads. After the Tiguan’s market launch, the car brand used Facebook as a mass reach channel to deliver 3 videos focused on the Tiguan’s USPs. Volkswagen also ran Canvas ads that combined all its USPs into one story, complementing this with lead ads to drive more test drives. The ads were targeted broadly at Malaysians aged 30–49 within a certain radius of Volkswagen dealer-ships.

THEIR SUCCESSExceeding expectations

Products usedFacebook Features

Results between March–May 2017 included:

9.4-point lift in ad awareness11% average increase in ad recall3% year-on-year increase in segment share19% higher sales within one month of launch (compared to all-time average annual Tiguan sales)75% of target audience reached (4.4 million people)

It’s the perfect combination of performance and storytelling. The

video ad format allowed us to convey strong brand message and

product imagery, while our Canvas delivered an immersive, infor-

mation-packed page that was easy to load and mobile-centric. The

combination drove down our lead costs significantly

Jackie FulkersonDigital Marketing Manager, Volkswagen Malaysia

CanvasUse the full screen to bring your story to life.

Custom AudiencesReach your customers and contacts on Facebook.

Lookalike AudiencesFind people who are similar to your customers and contacts.

Lead advertsGenerate qualified leads for your business.

Video advertsCapture attention with engaging video adverts.


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SUCCESS STORY USING FACEBOOK

Mazda PhilippinesFinding potential car buyers with Facebook lead ads

The automaker generated 2,907 sales leads in just 6 days after turning to Facebook to get more leads on top of those from its motor shows and mall events.

THEIR SOLUTIONOpening a new lane

Mazda first created 5 different lead ads featuring images of the car models and nameplates un-

der the Mazda Zoom Fest program. Each ad included a product description, offer details and a

“Get Quote” call-to-action button to entice potential customers.

Once people clicked on the button, they only needed to complete their contact details and

location, pre-filled with info from their Facebook profiles. The 19 dealerships across the

Philippines then received the leads in their area.

The automaker was also looking for an effective and efficient way to grow its marketing database

of contacts gathered from various channels. To this end, it created a Custom Audience of po-

tential customers who enquired about its cars through a previous lead generation campaign and

built lookalike audiences to expand the reach of its lead ads. The move produced remarkable

results comparable to physical setup activations at a fraction of the cost.

Lead advertsGenerate qualified leads

for your business.

Custom AudiencesReach your customers and contacts on Facebook.

Lookalike AudiencesFind people who are similar to your customers and

contacts.


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Workshop Objective

Setup a Facebook Local Business Page

Create Contents Marketing

Design an Automation Facebook Marketing Environment Strategy

Maximum Return of Your ROI

Design a Graphic / Images / PhotosEdit and Post a Videos Write a Sale Killing Headline

1. Launch ads / campaign2. People / Audience engage3. Capture leads and contacts4. Re Marketing / Re Targeting ads5. Guide to take action / call to buy / fill up appointment form / test drive

Stratergy for most effective ads campaignSpend less cost and time for greatest return

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Step 1: Choose a ClassificationTo begin, navigate to https://www.facebook.com/pages/create.php. This page will showcase six different classifications to choose from:

Local Business or PlaceCompany, Organization, or InstitutionBrand or ProductArtist, Band, or Public FigureEntertainment

Setup a Facebook Local Business Page1.


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Step 2: Complete Basic Information.Facebook should automatically walk you through the following four basic sections to complete the fundamental aspects of your Page.

Finish “About” SectionThe “about” section will serve as the main 2-3 sentence description for your company. It will be on your main page, so make it descriptive but succinct. Be sure to include a link to your company website as well. Also ensure that this information differentiates your brand, making your page even more appealing to potential followers.

Upload Profile PictureNext you’ll be asked to upload a picture. This will serve as the main visual icon of your page, appearing in search results and alongside any comments you publish. While any perfectly square image will work, the recommended size is 180 x 180 pixels.

Reach More PeopleFacebook will prompt you to create an advertisement to draw attention to your Page. Whether employing paid tactics is a part of your strategy or not, I recommend avoiding starting any ads at this stage -- there’s no compelling content on the Page yet that would convince them to ultimately “Like” your page.



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Step 3: Understand the Admin Panel.The basic skeleton of your Business Page is now live. Facebook will ask if you’d like to “Like” your Page. Again, I recommend avoid doing so at the moment. This activity will appear in News Feeds of those you’re connected to personally to on Facebook. Without any content on the Page, we want to save that organic Timeline story for when you’re really ready for people to view the Page.

In the top navigation, you’ll see an option for “Settings.” Click that. Along the left side, a vertical navigation bar with different sections should appear. We’ll focus on three core ones now:

# Page Info: This is where you can add additional details about your business. This section will also unveil different fields based on the classification you chose in Step 1.

# Notifications: This section allows you to customize when and how you’d like to receive Page alerts. Set a frequency that fits your social media marketing schedule.

# Page Roles: Whether or not you’ll be the main manager of the Page, there may be others at your organization who need access to your Facebook Page. Here, you can invite other colleagues to make changes to your Pages. Some common use cases here include:



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Step 4: Populate Page With Content.Now it’s time to actually publish content to your Page and then invite users to be a part of your growing community. Let’s start with the basic content needed to get your Page kicking.


PostsThe rest of your Page will populate over time as you pub-lish more updates. Facebook currently provides six differ-ent posting options:

• Plain text status• Photo with caption• Link with caption• Video with caption• Event page• Location check-in

Cover PhotoThis is the large, horizontal image that spans the top of your Facebook Page. Typically, this is a branded image to help attract people to your Page. The official photo dimensions are 851 x 315 pixels. To help you create these cover photos, we have free PowerPoint templates here pre-sized for the right dimensions.


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Step 5: Measure Your Growth.Finally, we need to measure our efforts to ensure we’re making valuable marketing deci-sions on Facebook. Fortunately, Facebook has embedded in some decently helpful met-rics for us to take advantage of. Simply click the “Insights” option in the top navigation to see the following:


• Overview: Shows a 7-day snapshot of your metrics such as Page Likes, post reach, and overall engage-

ment.

• Likes: This tab shows your overall fan growth and losses. If you’re employing paid efforts, you’ll be able

to see the breakdown of paid versus organic growth.

• Reach: This tab highlights the raw number of people your Page is reaching every day. If you notice

spikes on a specific day, try cross-checking what you posted that day to see if you can replicate that

reach.

• Visits: This tab indicates where on Facebook your viewers are coming from. You can see the difference

in visits on Facebook Timelines, your information tab, reviews, and others.


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Create Contents MarketingDesign a Graphic / Images / PhotosEdit and Post a Videos Write a Sale Killing Headline

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About Canva : Design a Graphic / Images / Photoshttps://www.canva.com/

Easily create beautiful designs + documents. Use Canva’s drag-and-drop feature and professional layouts to design consistently stunning graphics.


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About Youtube : Edit and Post a Videos https://www.youtube.com

YouTube is a free video sharing website that makes it easy to watch online videos. We doing Shooting and Video Editing using Youtube for Video Marketing.


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The Most Powerful Way to Structure Your Sales Copy.

Attention. Get the readers attention with a magnetic headlines.Interest. Connect with their problem.Desire. Make them “feel” the transformation.Action. Lead the reader to action.

1. ATTENTION – HEADLINES ARE “EIGHTY CENTS OF THE DOLLAR”

If you want your blog post, email, course to have an impact on your readers you must first get their atten-tion and cause them to want to read further.Your reader will only be interested in knowing “What’s in it for me?” “Why should I invest my time in read-ing on?”

Why are headlines important?

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”


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A.I.D.A Concept of Writing: Write a Sale Killing Headline


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11 TIPS FOR WRITING MAGNETIC HEADLINES1. Practice. If you want more clicks, you need to practice. Write 25 Headlines for every piece of content. You’re more creative than you think!

2. Model the Best In The Business. www.jeffbullas.com/

3. Start with NumbersTop 15 Website to Free Images For Your Content Marketing21 Actionable SEO Techniques You Can Use Right Now7 Ways to Make Yourself a Happier Person Every Day7 Secrets, 7 Proven, 7 Reasons, 7 Tips, T Tips etc.

4. Use “How to” Headlines – they still work!How to Make Lavender Lemonade to get rid of Headaches & AnxietyHow to [Blank] Even if [Common Obstacle]How to [Blank] Without [Common Objection]

5. Use PunctuationIt’s a simple technique to use. Place your main keyword before the colon or hyphen,and add your benefit headline after it.Marketing Plan Template: Create Your First Marketing Plan in 5 Steps

6. Be Ultra SpecificDefine what the article is about. Remember, headlines set the expectation for the rest of the article.Bad Headline: Write a SongGood Headline: How to Compose Your Own Song: Songwriting 101

7. Flag Common Mistakes16 Copywriting Mistakes You’re Probably Making (and How to Fix Them)Are You Making These 10 Common Google AdWords Mistakes?

8. Ask QuestionsDo You Want to Build a Snowman? Read This Guide First.Think You Know SEO? Quiz Yourself and Find Out!

9. Remember the 5WsThese engaging, interrogative words are used to gather information. By using them in your headlines, you articulate to readers the kind ofinformation you intend to provide.WhoWhatWhenWhereWhy

10. Pay Attention to Headline LengthIf you want your headlines to look good in Google and prevent them from being cut off, make sure your headlines stay under 60 characters.

11. Use an Image to Enhance Your HeadlineUse a picture – 100% of readers will see it! Use images across all social media post.Communicate the headline in your picture to get attention.Free Images. Create your own on Canva.com or find them here: Top 15 Website to Free Images For Your Content Marketing

Write a Sale Killing Headline


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Design an Automation Facebook Marketing Environment Strategy1. Launch ads / campaign2. People / Audience engage3. Capture leads and contacts4. Re Marketing / Re Targeting ads5. Guide to take action / call to buy / fill up appointment form / test drive

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Please refer to link below for Full Video Tutorialshttp://dehtraining.com/honda-social-media-marketing/


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Maximum Return of Your ROIStratergy for most effective ads campaignSpend less cost and time for greatest return

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Project: Automotive Facebook advertising strategies to drive sales

Drive enquiries and test drive bookings using lead ads

Facebook Lead Ads work incredibly well for generating low cost enquiries and test drive leads with social.

They are designed to make it easy to fill out a form on mobile, with the form fields pre-populated with your

profile info. This drastically reduces the cost per lead. Car dealers see a 50%+ reduction in cost per lead.

You can customise Facebook lead forms easily to use for both hand raiser campaigns, brochure requests or

test drive bookings. For Honda automotive, it’s possible to add GDPR-friendly opt-in consent, and custom

disclaimers to ensure people are aware how their data will be used.

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