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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
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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
Setting Up a Brand Page
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Setting Up a Brand Page
https://www.facebook.com
Setting Up a Brand Page
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Setting Up a Brand Page
Setting Up a Brand Page
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Setting Up a Brand Page
Notifications
New Likes
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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WooboxStatic Tabs (Free Service)
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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
WooboxStatic Tabs (Free Service)
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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!