ie marketing club - social media marketing on a shoe-string budget

8/13/2019 IE Marketing Club - Social Media Marketing on a Shoe-String Budget

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Welcome fromthe IE Marketing Club &

the IE Entrepreneurship Clu

IEMarketingClub groups/IEentr

groups/IE-Marketing-Club-3131398


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Introduction

Miko DavidIE Business School, IMBA April 2013

[email protected]


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Introduction


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Introduction


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Key Objectives

1. Understanding of Social Media Strategy

2. Maximize tools available on FB Brand Pages

3. Utilize Facebook Insights

4. Create targeted campaigns

5. Integrate Applications


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Facebook Statistics


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Key Statistics from Facebook

Source:

http://newsroom.fb.com/Key-Facts

874 million monthly active users who

mobile products as of September

727 million daily active users on averag

2013.

Approximately 80% of our daily acare outside the U.S. and Can

1.19 billion monthly active use

September 30, 2013.


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Facebook has the most active users

Source:

http://wearesocial.

cial-digital-mobile-w


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Sources for Statistics and Information


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WARC.com: Useful source for Case Studies & Reports

URL: W

Login: bele

Passwo

IE Tria


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Social Media Strategy


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Common Facebook Strategies

Start aFacebook Page PromProGet Fans


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We need to be clear about our objectives

BusinessObjectives

BrandObjectives

Social MediaObjectives

CompetitiveAnalysis

StrategyTactica

Campaig


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Defining your strategy is key

Key Steps Examples (for Facebook)

Business Objectives Increase tenancy lease agreements by 8

Increase revenues by 12%

Brand Objectives Generate top-of-mind awareness or bra

Social Media Objectives Establish brand image / DNA

Generate buzz / word of mouth (WOM)

Competitive Analysis Social media presence / content / activi

Strategy Generate positive perception through s

Leverage on community to produce con

Tactical Campaigns Selected content / Photo contest / Off

Key Performance Metrics # fans / Talking About This / Reach / Com

/ Shares / Application Page Views / Out


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Case Study: Ascendas Land

Primary business:

Leasing Office Space

Facebook Fans:1,500

Target Fan Number:

3,000


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Content Development


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Facebook is FREE but it requires

TIME.

EFFORT.

MANPOWER.


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Planning Content for your Facebook Page


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General Rules of Engagement

1. Keep it simple

2. Establish a consistent tone of voice

3. Be timely and relevant

4. Pace yourself

5. Empower fans to become advocates

Content must be ap

a non-brand speak

Content encourage

with participation

Soft-sell of product

40:40:20 Rule

Nothing about

Something abo

Only about the

My Point of


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Why Plan Content?

Of fans receive your posts on their Newsfeed

d k l h


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EdgeRank Algorithm

ue we d=x x

Ranking

AffinityThe score between

the viewing user

and the edge

creator.

WeightThe weight for this

edge type

(Comment, Like,

etc.).

TimThe d

based o

ago th

cr

S l C C l d


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Sample Content Calendar


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Customer Response Policy

C t R P li


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Customer Response Policy

NegativePositive

Yes No

No Response

No

Yes

No

No

No

Yes

Y

Yes Yes

NoYes

NoYes

Yes

This framework was built using the USAF Blog Triage.

Can you add

value?

Evaluate the

purpose

Respond in kind

& share

Thank the

person

Unhappy

Customer?

Dedicated

Complainer?

Comedian

Want-to-Be?

Do you want to

respond?

Take reasonable action

to fix issue and let

customer know action

taken

Are the facts

correct?

Are the facts

correct?

Is the problem

being fixed?

Assess the

message


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Setting Up a Brand Page



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https://www.facebook.com



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Notifications

New Likes

Facebook

Insights


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Managing your Page

Managing your Page Scheduling / Targeting


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Managing your PageScheduling / Targeting

Managing your Page Scheduling / Targeting


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Managing your PageScheduling / Targeting

Managing your Page Offers / Events / Milestones


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Managing your Page Offers / Events / Milestones

You need at least 50 Likeson

your page to create an offer.


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Facebook Ads

Facebook Ads Example IDO Wedding


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Facebook Ads Example IDO Wedding

Facebook Ads Boost Post


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Facebook Ads Boost Post

Selwi

Po

a

hu

be

tar

the


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Facebook AdsAdvanced Options


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p

Facebook will lead you to a generic setting for promoting your Page.

Settings Icon on the lower left hand corner to access the more advan

Facebook Ads - Objectives


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j

Objectives Description

Clicks to Website Get people to visit your website.

Website Conversions Promote specific conversions for your website. Yoconversion pixel for your website before you can c

Page Post Engagement Promote your Page posts.

Page Likes Get Page likes to grow your audience and build yo

App Installs Get people to install your mobile or desktop app.

App Engagement Get people to use your desktop app.

Offer Claims Create offers for people to redeem in your store.

Event Responses Increase attendance at your event.

Facebook AdsSetting up your Ad Campaign


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g p y p g

You can use

to create v

ads at n

Recommen

for N600 pixel


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Facebook AdsAd Types


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Desktop News Feed Right Column Mobile

Facebook AdsAudience Targeting


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You can target people based

on the following criteria:

1. Location

2. Age

3. Gender

4. Interests

5. Connections

6. Relationship Status7. Languages

8. Education

9. Workplaces

10. Categories

As

m

wit

a

m

s

Facebook AdsCampaign / Bidding & Pricing


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You can indicate

whether you want to

allocate a Per daybudget, or a

Lifetime budget.

You can bid for Page

Likes, ClicksorImpressions. It all

depends on the

objective of your

campaign.

For CPyou c

amou


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Facebook Insights

Facebook Insights


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Facebook Insights provides you data on your Fans, the

people who reach and information about the people who

interact / engage with your page.

Facebook Insights


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You can always collected from Face

or CSV format. You c

the time period an

data you want


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Adding Applications

Adding Applications


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Adding Applications


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WooboxPromotional Apps (Paid service)


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To integrate any contest or campaign to your

Page, select any of the options above. These o

need a premium / pro account.

WooboxPromotional Apps (Paid service)


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a

WooboxStatic Tabs (Free Service)


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Woobox has a free service where you can integrate your Pinterest, Twitter

YouTubeprofiles with Facebook. Simply click on any of the icons abov


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Selecting the HTML Fan gate Tab, on the other hand, provides you additi

Here, you can place a URL (through an iFrame window), create a URL Red

Image(and embed it with a link) or paste your own HTML Co



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By being able to paste your own HTML code on Woobox, you will be able t

interact more on your Facebook page. You can create an e-store on Facebo

sign-up for your mailing list, etc.


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Presented by Miko David | IE Marketing Club

Thank You!

ie marketing club - social media marketing on a shoe-string budget

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