VHT

VHT SOCIAL MEDIA MARKETING

Facebook Marketing Measurement

By: Phan Thanh Quan Co-Founder http://media.younetco.com

VHT Benefits of Facebook Marketing

Source: www.socialmediaexaminer.com

VHT Brand Awareness Pyramid

Loyalty

Preference

Awareness

Clients are aware of your brand, but there are other brands to consider => like your fanpage, read your posts once a while (listen)

Clients prefer your brand, but there are still other brands to consider => engage to your activities, events, share their thoughts and ideas

Clients love your brand! => advocate your products/services, recommend other people to join your fanpage/community

VHT Building Customer Relationship

Loyalty

Preference

Awareness

- Increase traffic, increase fans - Raise awareness - Drive preference and differentiation

- Gain insights of fans - Amplify recommendation and word of mouth - Build loyalty and deepen relationship

- Nurture customer relationship and loyalty - Reposition your business - Enhance marketing strategy

VHT How to run a Facebook campaign?

1. Planning

2. Preparing

3. Executing

4. Evaluating

VHT How to run a Facebook campaign?

1. Planning • Define clear objective: attract fans, engage fans, drive traffic to website,

increase sales through promotion, ..

• Define measurable KPI: # fans, # talking, # traffic to website, # conversion rate, # sales volume, demographic

• Choose campaign type: photo contest, coupon, sweepstakes, mini game

• Plan resource:

– people

– budget (operation & prize & ads)

– technology (apps & tools)

– PR & Activities

VHT How to run a Facebook campaign?

2. Preparing • Campaign mechanics: rules and conditions, how to participate, how to

judge, prizes, schedule

• On Fan Page: build Tab contents for the campaign using Facebook App

• Report template: detailed expected report contents during and after the campaign (crucial to measure KPI & participant insights)

• PR & Ads activities:

– Facebook Ads, Facebook Influencers, Hot Fan Pages

– CPC, Forum seeding, Email marketing, Online PR

– Newspaper, Banner, TVC, ..

VHT How to run a Facebook campaign?

3. Executing • Announce the campaign, execute PR & Ads

• Engage participants through posts & comments on wall & tab

• Monitor campaign performance & adjust if necessary

• Judging and closing

VHT How to run a Facebook campaign?

3. Executing

VHT How to run a Facebook campaign?

3. Executing

VHT How to run a Facebook campaign?

3. Executing

VHT How to run a Facebook campaign?

4. Evaluating • Analyze campaign performance

• Evaluate against KPI

• Lessons learnt

VHT Facebook Apps

• Prebuilt apps (aka: ready apps/packaged apps) – Provide common functionalities, meet 80% - 90% expectation

– Very affordable price compared to custom apps

– Zero development time

– Customizable fanpage look and feel

• Custom apps – Tailored to meet 100% expectation

– Very expensive

– Time consuming to develop

– Require management effort

VHT About YouNet Media

• YouNet was founded in 2008

• US company with > 100 staffs

• HQ in HCMC, 2 Offices in US and UK

• One of the largest niche social network providers globally

• Main services: Niche Social Network Solutions Social Marketing Solutions (YouNet Media) Social Network Research and Development

VHT Contact YouNet Media

• Website: http://vn.media.younetco.com

• Facebook: http://www.facebook.com/YouNetMedia

• Email: media@younetco.com

• Address: 7/1 Thanh Thai, Dist. 10, HCMC

• Co-Founder: Phan Thanh Quan

• Facebook: http://www.facebook.com/quietvn

• Email: quanpt@younetco.com

VHT Thank you!