facebook for business (hong kong, asia w/general assembly)
TRANSCRIPT
![Page 1: Facebook for Business (Hong Kong, Asia w/General Assembly)](https://reader034.vdocuments.us/reader034/viewer/2022042717/55d50d94bb61ebf6148b45d7/html5/thumbnails/1.jpg)
FACEBOOK FOR BUSINESS Art Lee Founder, Internet Marketing Coach
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IN YOUR FACE MARKETING AGENDA
‣ Perspective ‣ Marketing Objectives
‣ Lead Generation
‣ Blogging Social Media ‣ Email/Automation
‣ Search Optimization
‣ Lead Management
2
‣ Market Analytics ‣ Define Audience
‣ Driving Content
‣ Paid Services
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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.
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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
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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.
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PERSPECTIVE Facebook for Business
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7 PERSPECTIVE
ADVOCACY WITH OPT-INS
• Mass Targeted • Unrelated
Traditional FORCED
• Niched Targeted • Custom Content
On/Off OPT-IN
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Opt-In Marketing Like = Acceptance
View/Share/Comments = Engagement
8 PERSPECTIVE
GENERATING THE YES!
Source: Leadingsmart.com
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9 PERSPECTIVE
CONSUMERS CONVERT ON INFLUENCE
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
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10 PERSPECTIVE
CONSUMERS IN THE DRIVER’S SEAT
AdityaKedia.com - Emersense
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11 PERSPECTIVE
CHALLENGE TO BE DIFFERENT
AdityaKedia.com - Emersense
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PROMOTING BRAND ADVOCACY PERSPECTIVE
12
Product or Service Experiences
worth advocating, sharing
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13 PERSPECTIVE
INDUSTRY CHALLENGES Business/marketing Techies
‣ I got 10,000 Likes on Facebook for my client’s company
‣ I sell a product that serves no real purpose, and got paid for it!
‣ It’s My Code! I’m God
‣ Look at the awesome features I developed!
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BALANCE OF PEOPLE & TECHNOLOGY PERSPECTIVE 14
DELIVERY Smart
Phones, Tablets
VISUAL Photos, Videos
Quality Information
Sociographic Targets
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MARKETING OBJECTIVES
Facebook for Business
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Lead Generation Blogging & Social Media
Email & Automation
Search Optimization Lead Management
Marketing Analytics
16 MARKETING OBJECTIVES
MARKETING VEHICLES
All sounds good, but you know… all I want to know is how to increase my sales… make more money…. doing it online…. my sales team is small..
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HIGH LEVEL PROCESS MARKETING OBJECTIVE 17
Your Company
Get Found
Convert Leads
Analyze
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Content acceptable for multiple languages Reaching different time zones
Alignment with different regulations, cultures and interests
Target segmentation locally and globally Leading marketing teams that understand segments
18 MARKETING OBJECTIVES
LOCAL/GLOBAL REACH
Multiple Pages?
Content Translated
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Keep it clean and simple.
Manage two Facebook accounts
Manage one very tightly (keep personal stuff in)
19 MARKETING OBJECTIVES
PERSONAL OR BUSINESS
Everyone wants to be
friends
Hide personal posts
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DEMOGRAPHICS MARKETING OBJECTIVES
Statistical characteristics of a population. • age
• income • education
• employment
• location
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Image: blogs.oregonstate.edu
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PSYCHOGRAPHICS MARKETING OBJECTIVES
Study of personality, values, attitudes, interests, and lifestyles. • activity
• opinion • attitudes
• behavior
• needs
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Image: socialfresh.com
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SOCIOGRAPHICS MARKETING OBJECTIVES
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
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Image: forresto.com
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LEAD GENERATION Facebook for Business
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24 LEAD GENERATION
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.
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CASE STUDY 1 25
http://apps.facebook.com/viralwebcaster
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CASE STUDY 1 26
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CASE STUDY 1
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CASE STUDY 1
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CASE STUDY 1
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CASE STUDY 2 – COACH FACEBOOK APPS 30
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CASE STUDY 2 COACH FACEBOOK
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CASE STUDY 2 – COACH FACEBOOK 32
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CASE STUDY 2 – COACH FACEBOOK 33
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CASE STUDY 2 – COACH FACEBOOK 34
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CASE STUDY 2 – COACH FACEBOOK 35
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CASE STUDY 2 – COACH FACEBOOK 36
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CASE STUDY 2 – COACH FACEBOOK 37
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CASE STUDY 2 – COACH FACEBOOK 38
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BLOGGING/SOCIAL MEDIA
Facebook for Business
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40 BLOGGING/SOCIAL MEDIA
CONNECTING TO SOCIALSPHERE
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BLOG/ARTICLES – WEB TO FB BLOGGING/SOCIAL MEDIA
Web Content FB Picked up on
Newsfeed (View/Like/Share)
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EMAIL/AUTOMATION Facebook for Business
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EMAIL ACQUISITION 43
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44 EMAIL ACQUISITION
VIA FACEBOOK APPS
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Get email
Automatic email
confirmation
Asks for confirmation
(opt-in)
Automatic email
confirmation
Drip marketing
45 EMAIL ACQUISITION
AUTOMATED RESPONSE
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SEARCH OPTIMIZATION Facebook for Business
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SEARCH FILTERS SEARCH OPTIMIZATION 47
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SEARCH FOR WEB DESIGNER SEARCH OPTIMIZATION 48
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SEARCH FOR WEB DESIGNER HONG KONG SEARCH OPTIMIZATION 49
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CLICK SEE MORE RESULTS SEARCH OPTIMIZATION 50
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CLICK SEARCH ON WEB (BING) SEARCH OPTIMIZATION 51
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GRAPH SEARCH 52
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FACEBOOK'S SEARCH IS BASED ON A 'CON'
GRAPH SEARCH
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.
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LEAD MANAGEMENT Facebook for Business
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BUILD FANS LEAD MANAGEMENT 55
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INVITE EMAIL CONTACTS LEAD MANAGEMENT 56
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INVITE FRIENDS LEAD MANAGEMENT 57
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SHARE PAGE LEAD MANAGEMENT 58
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TARGET LISTS (SHARE) LEAD MANAGEMENT 59
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Visit Page
Like
Email taken
Email System
Email Marketing
60 LEAD MANAGEMENT
INTEGRATE WITH EMAIL SYSTEM
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61 LEAD MANAGEMENT
PAGE POST DETAILS
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62 LEAD MANAGEMENT
SALES FUNNEL
Coupon
Redeem
VIP/Member
Coupon
News
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MARKETING ANALYTICS Facebook for Business
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64 MARKETING ANALYTICS
FB INSIGHTS
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65 MARKETING ANALYTICS
LIKE DETAILS
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66 MARKETING ANALYTICS
REACH AND FREQUENCY
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WHO SEARCHED FOR YOU MARKETING ANALYTICS 67
Sproutsocial.com
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PAGE MANAGER FOR MOBILE 68
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SOCIAL MEDIA METRICS 69
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DEFINE AUDIENCE Facebook for Business
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DEFINING SOCIAL SEGMENTS DEFINE AUDIENCE 71
Tools Locating
‣ Culture
‣ Discovery
‣ Real Time Data
‣ Feedback/Comments
‣ People look for other people like themselves, which is called group affinity.
‣ Locate new Micro-Communities (Groups)_
‣ Listen to customers & influencers
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CREATE LISTS DEFINE AUDIENCE 72
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POST TO GROUPS DEFINE AUDIENCE
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POST TO FAN PAGE DEFINE AUDIENCE 74
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DRIVING CONTENT Facebook for Business
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GET INSIDE DEFINE AUDIENCE
76
AdityaKedia.com - Emersense
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EFFECTS OF GREAT CONTENT DRIVING CONTENT 77
• Building Traffic (if put in the right context) • Build Awareness
• Creates Engagement • Creates Loyalty
• Produces Evangelists
Mistake is not relating to customer
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ENGAGEMENT DRIVING CONTENT
• Digital is fast paced and much of it is experimental
• Main Goal is engagement
• Depth of engagement = effectiveness
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STORY & PARTICIPATION DRIVING CONTENT 79
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VIRAL MARKETING DRIVING CONTENT
Content that is read/viewed, then shared beyond your target or subscription base.
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TREND OF VISUALS DRIVING CONTENT 81
3 Million+ Likes
150K + Shares
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USER GENERATED CONTENT DRIVING CONTENT 82
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PAID SERVICES Facebook for Business
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FACEBOOK APPS 84
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PROMOTE YOUR POSTS NEW PAID FEATURE 85
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SPONSORED ADS 86
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DISCUSSION TIME 87 FACEBOOK FOR BUSINESS
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Q&A 88 INSERT CLASS TITLE