Embed Size (px)
Citation preview
6 Problems You Can Solve Using Facebook Marketing
Rohit Soni, Co-Founder at Obbserv
9th December 2016
An Alumnus of the Indian Institute of Technology, Delhi (IIT Delhi), with a two
year experience in leading the fronts of digital marketing for Flipkart in association
with its founders. The ability to think at scale, exposure to artificial intelligence &
data analytics and vision to develop a sustainable perception, enable him to design
intelligent systems and create sustainable digital presence. He is also one of the
Founding Charter Members of TiE Udaipur Chapter and an angel investor to support
and learn with other entrepreneurs.
Ravi Soni
1. Establishing a network of professionals – Doctors, Architects, Designers and more.
2. Positioning your unique offering or product along with the problems getting solved.
3. Creating a network of B2B distributors and dealers.
4. Connect with High Net-worth Individuals are our key audience to sell the product/service.
5. Building Credibility/ trust for the brand along with global Outreach.
6. Aspects of Customer Cycle to aware, engage and convert.
The Social World
Half of online Indians use
Facebook : 56% of
Internet users in India use
WhatsApp every day, 51%
use Facebook, research by
TNS
Facts in Focus - People & Time People
1. The Digital India - 400+ million users
2. 1.71+ billion monthly active users on Facebook .
3. Facebook India now has 142M users;
4. Over 90% are mobile users.
5. Active Indians on Facebook - 74+ million
6. Around 73% are men.
Time
7. More than 170 minutes we spend using a smartphone every day
8. Every one minute of our 5 minutes is digital .
9. Average time spend on Facebook is 20 mins
10. Posts published on Thursday and Friday receive the highest engagement
It's all about People
Right People, Right Time, Right Place
Problem 1
Establishing a network of professionals – Doctors,
Architects, Designers and more.
You Don’t Buy only because You Know it
Along with Awareness, Develop the brand pillars for :
● Better Understanding
● Strengthening Trust for the brand
There is an influencer in every purchase decision, who is yours ?
Problem 1 - Establishing a network of professionals –
Doctors, Architects, Designers and more.
Landing Page...
Let it do the talking
● Focus upon creating a community
● No-Direct Selling
● Keep it simple
● What is the Value Proposition for me?
Sample Targeting
Content
Content - SMO
Results
Budget INR 1,00,000
CPA INR 88.72
CPC INR 2.69
Professionals Connected 1124
Conversion Rate 4.2%
Problem 2
Creating a network of B2B distributors and dealers.
Problem 2 - Creating a network of B2B distributors
and dealers.
● Reach out to people from the industry
● Explore avenues to get organisations from related industries.
Landing Page to
communicate:
With slider banner images which
includes:
● Content to collaborate.
● USP’s to highlight.
● Accreditations & Associations
Sample Ad Creative
Sample Targeting
Budget INR.200000
CPA INR.114.48
CPC INR.4.12
Professionals Connected 1819
Conversion Rate 5.14%
Results
Problem 3
Positioning your unique offering or product along with the
problems getting solved.
Problem 3 - Positioning your unique offering or
product along with the problems getting solved.
1. Why -> How -> What
2. Identifying the interim problem we are solving
3. Tell a story and connect the dots
Collection & recycling of eWaste
To lose weight using diet solutions
Alternate Treatment for Cancer
To hire Talent in a tier-3 city - Udaipur
Problem 4
Connect with High Net-worth Individuals are our key
audience to sell the product/service.
Problem 4 - Connect with High Net-worth Individuals
are our key audience to sell the product/service.
1. To sell a premium service like hair transplant, laser treatment or technical
innovation
2. To sell an educational course or workshop or a seminar
3. To sell high end products - cutlery, accessories, etc.
How to target HNIs
● Demographic-based - India,
● Age - 26-54
● Mobile Phone Classification
● Schools, premier colleges.
● Profiles of Top MNC’s.
● Travel Behaviour (Like frequent
travellers and Business travellers).
● Associations like - RTI, Commerce
Chambers and other organisations.
● Behavioural & Interest based
In the moment Targeting : Live that Moment
● Custom & Lookalike Audiences
● Mobile Phone Classification
● Behavioural & Interest based
● Luxury based targeting including
magazines, big brands.
● Travel based
● Education based
● Work and industries based
● Life events based
● Parents based
● Politics based
● Expats from different countries
● Connection Targeting
Problem 5
Building Credibility/ Trust for the brand along with global
Outreach.
Problem 5 - Building Credibility/ trust for the brand
along with global Outreach.
Content Oriented:
Brand
thought
● Brand Specific Showcase
● Engaging Content with
Positioning Aspects
● Situational - know the
process at the moment
Assets :
● Testimonials
● Awards
● Associations
● Case Studies
● Clients
● Past Experience
Problem 5 - Building Credibility/ trust for the brand
along with global Outreach.
● To share
● To influence
● To leverage the network or people for bringing awareness
GIFLIF : Personal Invitation by Piyush Mishra
Video Testimonial - MuscleMania Winner
Problem 6 - Aspects of Customer Cycle to aware,
engage and convert.
Aware Convert Engage
Problem 6 - Aspects of Customer Cycle to aware,
engage and convert.
Special Features of Facebook to
● Aware Again ( we discussed )
● Engage Effectively
● Convert Fast
Engage - Creative Content
Engage - Custom Audience
1. A list is of your existing customers - email or mobile no.
2. You meet them at conference - dont call again & again to followup
3. Create the Aura of your Brand
Engage - Lookalike Audience
Find people similar to your Audience:
A way to reach new people who are likely to be interested in your business because
they're similar to customers you care about. ( as per Facebook )
1. people who like your Page,
2. or visited your website or people who have similar interest
3. behaviour as of custom audiences
Avoid knocking the doors : Target VCs & All
Remarketing / Retargeting
Why Retargeted Content?
The goal of retargeted content (also known as remarketing) is to place your brand top of mind. Common
strategies remarket to people who have already visited your website.
Here are four custom audiences you can use to retarget Facebook users with your content.
● Website Visitors: The most common remarketing tactic is targeting relevant ads at people who have
already visited your website (usually a specific landing page).
● Facebook Fans - Retargeting to existing Facebook fans is incredibly easy. If you retarget your most
important content to them via a Facebook ad, they’re more likely to see it.
● Facebook engagements: Engagement audiences allow you to reach people who have previously
interacted with your content on Facebook. Engagement can be of Video, Lead ad or canvas.
● Email Subscribers: Retargeting to email subscribers can increase the chance of conversion
exponentially.
● Similar Audiences: You can actually strengthen the power of your newsletter by serving Facebook ads
to existing email subscribers.
Retargeting through Dynamic Product Ads:
Features:
● Facebook dynamic
ads helps you
promote relevant and
timely products to
shoppers browsing
your product catalog
on your website or
mobile app.
● With dynamic ads,
Target has been able
to more easily
engage consumers
with highly relevant
creative.
Engage - Instant Article ( loading time tends to 0 ) Benefits:
● Content Reach: As user now won't have to leave facebook's
interface to read the content - let Facebook handle the
performance issues.
● Engagement for User: Variety of engagement options like
inserting GIFs, Videos, Ads, SignUp forms etc.
● Analytic: Dashboards gives you:
a. what visitors you have but what visitors come back
within a seven-day period.
b. what content is getting the most engagement
c. the scroll depth of each article.
Engage - Facebook Apps
Engage - Canvas
Benefits:
● It's an answer: Facebook Canvas is an
answer to the question about where to put
content. It's like delivering a small
website right to your customer's thumb.
● Visual and flexible – The Canvas can
include text, photos, video, carousel,
call-to-action button, or tilt-to-pan
functionalities.
● Immersive and engaging – The Canvas
unit is displayed as a link ad within the
user’s mobile newsfeed.
● Fast loading - loads 10x faster than
standard mobile websites.
● Increases the time spent with your brand
and reduces bounce rates.
Engage - Call to Action
Engage - Live Session Feature
Engage - Video By Using Tool: Biteable
Convert - LeadGen
It’s all about people….
