advertising sales melissa lee - global partnerships ...€¦ · facebook campaigns can get very...

Finding success with Facebook advertising sales

Melissa Lee - Global partnerships & Account Director APAC

DO YOU FACEBOOK ?

Local SMBs may be slow to adapt...

70.8% of SMBs use print/outdoor advertising(direct mail, direct home, magazines, newspapers, out of home)

60.6% of SMBs use Yellow Pages, Directories, Directory Assistance ( both print and online)

29.0% of SMBs use Broadcast and Cable (radio, TV, cable)

Research by BIA Kelsey

...but they’re definitely doing it.

90%Of SMBs believe an online presence is necessary

77.6% of SMBs use social media

78.6% of SMBs use digital advertising of some kind(online display, video display, website video, YouTube, other online video sites, email, PPC, SEO, sponsored, streaming audio, websites)

45.5% of SMBs use mobile advertising

Research by BIA Kelsey

ad

ALMOST HALF OF ALL SMBS PLAN TO

INCREASE THEIR DIGITAL SPEND.

Research by eMarketer

SOCIAL MEDIA & DIGITAL

ADVERTISING

Research by Infusionsoft & eMarketer

AND IT WILL BE MOSTLY

INCREMENTAL SPEND

Research by ReachLocal

There’s one channel in particular with unprecedented

reach & targeting capabilities...

THE RIGHT CHANNEL

EVERY DAY, ON AVERAGE,

FACEBOOK CAN REACH 14 TIMES MORE PEOPLE IN INDONESIA THAN THE TOP 3 MOST READ NEWSPAPERS

COMBINED

UNMATCHEDTARGETING

UNMATCHED TARGETING

- Female, aged 22- Living within 2km from a specific location- Works at a local coffee shop- Interested in Fashion & Jewerly- Recently engaged- Studies medicine- Watches Narcos- No children- Uses iPhone 7- Cat owner

Only 5% of the 65 million SMBs with a Business

Page on Facebook are active

advertisers 95% of the 65 million SMB Facebook Business Pages don’t advertise

5% Active SMB advertisers on Facebook

SMBs are Facebook’s next big focus

IT’S YOUR TURN

Facebook will reach out to

SMBs directly, if you don’t.

DON’T BE AFRAID

58% of SMBs say they need

third-party support to manage their digital presence.

YOU HAVE SOMETHING FACEBOOK

DOESN’T

You get the job done.

PROFESSIONAL CAMPAIGN

MANAGEMENT

THE CLIENT DOESN’T NEED TO BE DIGITAL-SAVVY

PROFESSIONAL CAMPAIGN

MANAGEMENT

THE CLIENT SAVES TIME AND CAN FULLY FOCUS ON

HIS CORE BUSINESS

PROFESSIONALAD CREATIVE

SERVICE

THE CLIENT DOESN’T NEED TO WASTE MONEY

ON TRIAL & ERROR OR INEFFECTIVE ADVERTISING

AMATEUR PROFESSIONALAD CREATIVE VS.

TIME TO TAKE ACTION

MIX & MATCH

YOUR AD

HEREYOUR

AD HERE

ADD & ENRICH- DON’T REPLACE

YOUR AD HERE

YOUR AD HERE

APAC CASE STUDY

KEY LEARNINGS

- Product marketing

- Automation with technology

Product Marketing done right

HYPERLOCAL

OPTIMIZED REACH & FREQUENCY

+FACEBOOK LOCAL GEO-TARGETING

360° Online Presence SEARCH & SOCIAL BUNDLE

Online Engagement SOCIAL MEDIA BOOST BUNDLE

Lead Generation MANAGE & PROMOTE BUNDLE

APPROACHING THE RIGHTINDUSTRY VERTICALS

MATTER

PUSH ADS

- Focus on a special, distinctive message- Build awareness at a hyperlocal level- Provide a reason to choose the company over

competitors- Offer a promotion to increase action

MOST SUITABLE VERTICALS FOR PUSH ADS

MESSAGE TYPE & INDUSTRY VERTICALS

MATTER

MOST SUITABLE VERTICALS FOR PULL ADS

PULL ADS

- Searched by people only when needed- Low-tier campaign, always on- Clear, concise message- Provide a way to get in touch- Use a wider radius

KEY DRIVERS FOR AN EFFECTIVE SOCIAL ADVERTISING SOLUTION

TANGIBLEOBJECTIVES

SIMPLE YET POWERFUL

SALES PROCESS

HIGH QUALITY CREATIVE SERVICE

TECHNOLOGY TO AUTOMATE

Most SMBs do not care about pageviews, bounce rates or click-through rates.

Instead, offer simple and straightforward campaign models based on real objectives and results, like local offer promotion, clicks or leads.

KEY DRIVERS FOR AN EFFECTIVE SOCIAL ADVERTISING SOLUTION

TANGIBLEOBJECTIVES

SIMPLE YET POWERFUL

SALES PROCESS

HIGH QUALITY CREATIVE SERVICE

TECHNOLOGY TO AUTOMATE

Most SMBs do not care about pageviews, bounce rates or click-through rates.

Instead, offer simple and straightforward campaign models based on real objectives and results, like local offer promotion, clicks or leads.

Facebook campaigns can get very complicated with over 20 different campaign models and thousands of targeting variables available.

Create a simplified sales and onboarding process focusing only on the aspects your customers really need.

KEY DRIVERS FOR AN EFFECTIVE SOCIAL ADVERTISING SOLUTION

TANGIBLEOBJECTIVES

SIMPLE YET POWERFUL

SALES PROCESS

HIGH QUALITY CREATIVE SERVICE

TECHNOLOGY TO AUTOMATE

Most SMBs do not care about pageviews, bounce rates or click-through rates.

Instead, offer simple and straightforward campaign models based on real objectives and results, like local offer promotion, clicks or leads.

Facebook campaigns can get very complicated with over 20 different campaign models and thousands of targeting variables available.

Create a simplified sales and onboarding process focusing only on the aspects your customers really need.

The only way to make a product or service stand out on Facebook is through eye-catching images and engaging copy. After all, users are not searching for you so you need to be noticed.

The creative service offered to your customers must be well-structured and managed by experienced professionals.

KEY DRIVERS FOR AN EFFECTIVE SOCIAL ADVERTISING SOLUTION

TANGIBLEOBJECTIVES

SIMPLE YET POWERFUL

SALES PROCESS

HIGH QUALITY CREATIVE SERVICE

TECHNOLOGY TO AUTOMATE

Most SMBs do not care about pageviews, bounce rates or click-through rates.

Instead, offer simple and straightforward campaign models based on real objectives and results, like local offer promotion, clicks or leads.

Facebook campaigns can get very complicated with over 20 different campaign models and thousands of targeting variables available.

Create a simplified sales and onboarding process focusing only on the aspects your customers really need.

The only way to make a product or service stand out on Facebook is through eye-catching images and engaging copy. After all, users are not searching for you so you need to be noticed.

The creative service offered to your customers must be well-structured and managed by experienced professionals.

The only way to keep a high quality standard when managing a large number of campaigns is through a defined fulfillment workflow.

Use technology to automate processes such as campaign activation, customer communications and campaign result reporting.

THE RIGHT PARTNER

AN END-TO-ENDPLATFORM

WHO KNOWS YOUR BUSINESS

A FACEBOOK MARKETING PARTNER

HOW TO KEEP UP?

In-depth knowledge of the API

First-hand access to latest

innovations & products

100% resource focus on the platform and its

developments

WE PUSH THE LIMITS

...SOMETIMES TOO MUCH

1. PROVIDE SERVICE & ADDED VALUE

2. TECHNOLOGY TO AUTOMATE

3. INNOVATION

SUCCESSFUL FACEBOOK MARKETING AT SCALE

LET’S DO THIS

Thank you. អរគុណ