FACEBOOK MARKETING

6 PROBLEMS BUSINESSES CAN SOLVE USING FACEBOOK

Co - Founder of Obbserv and an alumnus of the Indian Institute of Technology, Delhi

(IIT Delhi), with two years of 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.

WEBINAR SPEAKER – RAVI SONI

That’s a lot of money

And a lot of users

CLIENTELE

FACEBOOK CONSUMPTION

56% of Internet users in India use WhatsApp every day, 51% use Facebook, finds study by research firm 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 users4. Over 90% are mobile users5. Active Indians on Facebook - 74+ million 6. Around 73% are men

Time 1. We spend More than 170 minutes using a smartphone

every day2. Every one minute of our 5 minutes is digital 3. Average time spend on Facebook is 20 minutes per day 4. Posts published on Thursday and Friday receive the

highest engagement

Its All About People Right People, Right Time, Right Place Get the two right - third will follow

6 PROBLEMS BUSINESSES CAN SOLVE USING FACEBOOK

Build a Community/Network of Professionals

Build a Community/Network of B2B Partners

Brand Positioning & Value Proposition

Target HNI

Build Brand Credibility

Stages in Consumer Lifecycle

BUILD A COMMUNITY/ NETWORK OF PROFESSIONALS

Manufacturers

Influencers

Consumers Bloggers

Doctors

Designers

Architects

Interior Designers

Influencers play a vital role in the purchase decision in industries such as designer wear, building material, home décor amongst others. Quintessentially, these are specialist in their field and often influences purchase decisions of the consumer/ buyer.Facebook can help target influencers to achieve reach, awareness, conversion & engagement.

PROBLEM 1

FACEBOOK ADS

FACEBOOK ADS

FACEBOOK ADS

TARGETING PROTOTYPE

LANDING PAGE

Landing Page :The target audience is directed to landing page through Facebook Ads and Social Media Posts. This helps us :1. To Showcase our Product Range, Offers,

Company Details 2. Highlight USP’s 3. Accreditations, Associations ,

Certifications 4. To Create a Database of Potentials Leads5. To Generate Leads

Budget INR 1,00,000

CPA INR 88.72

CPC INR 2.69

Professionals Connected 1124

Conversion Rate 4.2%

RESULTS

Manufacturers

CNF

Distributors

Dealers

Consumers

Channel Partners play a vital role in the purchase decision in industries such as building material, home décor amongst others. Quintessentially, these become influencers and often influences purchase decisions of the consumer/ buyer.Facebook can help target Distributors and Dealers to achieve reach, awareness, conversion & engagement.

Channel Partner

BUILD A NETWORK OF B2B PARTNERS PROBLEM 2

FACEBOOK ADS

FACEBOOK ADS

LANDING PAGE

Landing Page :The target audience is directed to landing page through Facebook Ads and Social Media Posts. This helps us :1. To Showcase our Product Range, Offers,

Company Details 2. Highlight USP’s 3. Accreditations, Associations ,

Certifications 4. To Create a Database of Potentials Leads5. To Generate Leads

TARGETING PROTOTYPE

Budget INR.200000

CPA INR.114.48

CPC INR.4.12

Professionals Connected 1819

Conversion Rate 5.14%

RESULTS

BRAND POSITIONING & VALUE PROPOSITION PROBLEM 3

Value proposition is a clear statement that explains how your product solves customers' problems or improves their situation (relevancy), delivers specific benefits (quantified value), tells the ideal customer why they should buy from you and not from the competition (unique differentiation).

CAMPAIGN

World Bank approached Obbserv with an objective to raise awareness about eWaste hazards and offer consumers a SAFE & ECO-FRIENDLY way of RECYCLING eWaste. Thought-provoking cleaneindia campaign delivered a strong message and encouraged people to keep the city and country clean.

CAMPAIGN

Obbserv Hiring Campaign went viral over the web because of its nostalgic appeal.

TARGET HNI Audience

OBJECTIVE 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.

TARGETING LANDSCAPE1. Demographic-based – India2. Age - 26-543. Mobile Phone Classification4. Schools, premier colleges5. Profiles of Top MNC’s6. Travel Behaviour (Like frequent travellers and Business

travellers).7. Associations like - RTI, Commerce Chambers and other

organisations8. Behavioural & Interest based

PROBLEM 4

1. Custom & Lookalike Audiences

2. Mobile Phone Classification

3. Behavioural & Interest based

4. Luxury based targeting including magazines, big

brands.

5. Travel based

6. Education based

7. Work and industries based

8. Life events based

9. Parents based

10. Politics based

11. Expats from different countries

12. Connection Targeting

IN THE MOMENT TARGETING

BUILD CREDIBILITY

Testimonials

Awards & Recognition

Accreditations, Association & Certifications

Case Studies

Clients

Leverage the assets of a brand to create credibility in the minds of potential and current customers

PROBLEM 5

The Great Indian Film & Literature Festival:

Personal Invitation by actor, writer, director,

Piyush Mishra

EXAMPLES

Queens Quinoa: Video Testimonial by

Muscle Mania Winner

FACEBOOK MARKETING FUNNEL

AWARE ENGAGE CONVERT

PROBLEM 6

ENGAGE

Local Legs is a online food delivery service in Chennai. One can order food online from their favourite restaurants. The Engagement was on a peek when these creative were made live on Social Media.

ENGAGE

Capstona, manufacturer of ceramic and vitrified tiles chose the green agenda to engage with its target audience.

TARGETING

Custom Audience

• With Custom Audiences, you can reach customers you already know with ads on Facebook by uploading a list of contact info like email addresses or phone numbers.

Lookalike Audience

• Lookalike Audiences are a way to reach new people who are likely to be interested in your business because they're similar to customers you care about.

•You can base your Lookalike Audience on a variety of sources (ex: people who like your Page, visited your website or behaviour similar to your custom audience).

Remarketing

• Facebook Remarketing helps boost conversions and lowers the overall cost per customer acquisition. The biggest advantage of remarketing is that you’re only showing your ad to people who are genuinely interested in your product

RETARGETING

Stay TOP OF MIND and achieve conversions through retargeting.

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

WHY RETARGETING ?

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.

RETARGETING THROUGH DYNAMIC PRODUCT ADS

ENGAGE THROUGH INSTANT ARTCILES

Benefits:

● Content Reach: User’s won't have to leave Facebook’s

interface to read the content.

● Engagement for User: Variety of engagement options

like inserting GIFs, Videos, Ads, Signup forms etc.

● Analytic: Dashboards gives you:

a. Unique visitors and repeat visitors

b. Content getting the most engagement

c. The amount of content consumed

ENGAGE THROUGH FACEBOOK APP

Helps in Fan Engagement and in Building Community.

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 THROUGH CANVAS

CONVERT BY PROBING

Call to Action Button by Facebook acts as trigger and promotes clicks on the Ad. Add a call-to-action button to tell people what you want them to do when they see your ad.

FACEBOOK LIVE

Facebook Live lets you connect with your fans, friends and followers by sharing real-time video of what you’re seeing and doing and acknowledge your fans and followers in real time. This feature of Facebook has been predominant in increasing engagement on the page.

VIDEO MARKETING

Tell a story using a video in your ad.

LEADGEN

Lead Generation Ads lets you add a form to your ad to collect info from people interested in your business.

MEASURE PERFORMANCE

Facebook Insights help you track Page, post & video Engagement such as page views, page likes people reached, post engagement, video views etc.

Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications.

Supermetrics provides easy-to-use report automation tools for Google Analytics, AdWords, Facebook, Bing Ads & YouTube.

THANK YOU