Facebook Management BENEFITS OF SOCIAL MEDIA MANAGEMENT

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1 Digital Strategy

2 Facebook Management BENEFITS OF SOCIAL MEDIA MANAGEMENT r Targeted advertising r New customer acquisition r Branding r Customer engagement r Reputation management r Controlled customer feedback r Increase and channel web traffic r Client/customer retention r Brand awareness r Business leads r Portal for mobile advertising 2

3 Facebook Management PROPOSED FACEBOOK MANAGEMENT r Community management (post content to the Facebook wall, Twitter stream, and moderate the Timeline for Spam, detractors or customer service issues). Relevant & consistent posting of content the goal is to drive business. r 6 content tabs. Examples: HOT deals, Registration Page, Discounts, etc. Creation of a content calendar relevant to sale events, service opportunities and other retail objectives that aligns content to your business goals. r Align digital and social messaging calendar to all other advertising mediums you use so we have a consistent message across the media mix. r Monitor and proactively manage the growth, health of the community, engagement of the fans, key issues and risks. r Implement and maintain appropriate social media pillars of governance related to ethics, privacy, house rules, and disclaimers. 3

4 r Sponsored Stories: Facebook Advertising TYPES OF FACEBOOK ADS r External Website ads: External ads are found along the right hand side of the page and are designed to drive traffic offsite to your company website. These ads only appear on desktop. r Facebook Like it ads: These ads appear in the same area as external ads but are designed to drive traffic to a Facebook page, app or event. These ads are designed to increase the fan base or network. These ads only appear on desktop. r Page Post ads: These ads promote a post made onto the timeline of your company Facebook page, and are used to promote the post to people that are not currently fans of your page and to drive engagement. You can take a post that has been added to the Facebook page whether it be a photo, link, video, event, question or text update and turn that content into an ad. Existing fans (if targeted) will see a Sponsored Story that displays their friends who have already connected with the page. These ads appear in timelines on Mobile and Desktop. A very important rule on these is that you cant use more than 20% of the content as text in Paid Posts. These are the most interactive and organic of all the ad types. Because they highlight actions taken by the current fans on the page, they can be the most complex of ad types. However, FB makes it easy as it gives you an option to run these in conjunction with a Like it ad. These ads can be targeted to friends of fans indicating that a friend has liked the post, shared, posted a comment, played the game, checked in etc. These ads appear in timelines on Mobile and desktop. r Facebook Offers Once a page has more than 400 likes you are able to promote an offer. There is a button in the timeline that allows you to do this. This is where you can send discounts etc. to the current fan base. If you want to send the offer to more than the current fan base then you need to do a paid post. 4

5 Adwords Search Marketing r Pay per click advertising is effective because it mirrors the search process, the two working seamlessly together to provide targeted traffic and sales leads for your business. Google adwords provides transparency and complete control over your search marketing. You will be able to see data on click through rates, clicks, conversions, impressions and so on. r One of the key advantages of search marketing is its relevancy to what the person is looking for. In this sense search marketing provides more targeted traffic and ready buyers than any other marketing medium. Searchers are buyers! 5

6 Mobile Search Marketing 88% of mobile searchers take action within 24 hours. About 70% take action within 1 hour. Google Mobile Movement Study, 2011 r Google Mobile Ads appear on mobile devices in Google search results, on content websites and in apps. r From experience we know that up to 30% of all web searches are now carried out on mobile devices. Mobile searchers are ready to take action and buy. Mobile search campaigns with mobile landing pages have been shown to significantly improve sales lead generation. r Click-to-call r Why you d use it With Click-to-call you can These ads deliver down-tothe-block-level info about your include a click-to-call phone number in your mobile ad so business to the right user, in the users can call your business right place, at the right time. direct. Your phone number Mobile local information appears as an extra line in the seekers are ready to take ad. action: research from Google and Ipsos shows that 59% r Location Extensions visit a business and more than Whether you have multiple 40% purchase after looking storefronts you d like to promote for local information on their locally, or a single storefront smartphones. you d like to attract a user s Simply enter your business attention to, Location extensions address or link your Google can help grow your business Places account to your campaign by bringing more customers as a location extension to set through your doors. They these up. feature your business phone number, clickable directions to your business and can also show how far the person is from your store. 6

7 Mobile Search Marketing cont... r Ads with Offers Ads with Offers let advertisers include special deals in their mobile search ads. A user can discover the offer by clicking the ad, then redeem the offer in store by showing the ad at the checkout. r Why you d use it These ads are a great way to advertise in-store promotions and encourage customers to visit. Users can or SMS your offer to themselves or others for later use. Ads display your phone number or business location on a map, giving customers all the info they need to visit your business and redeem their offer. 7

8 Google Remarketing Remarketing is a powerful and cost-effective way to reach people who have already visited your site and re-engage them with your products. Remarketing is an excellent way of reaching visitors who have come to the site, showed some interest but have left without completing an action. With remarketing you can target anyone who has visited your site before and this leads to increased conversion rates. Remarketing is a great way to bridge your SEO and Adwords campaigns squeezing more traffic and sales. r How does it work? When a person visits your website Google places a cookie in their browser which is basically a tracking device. When this person browses the internet Google will display your advertisement to them with websites in the Google Display Network. (estimated to reach up to 80% of websites). 8

9 Google Display Network The Google display network will show your banner ads on websites rather than in the Google search results. Web searches are only a small percentage of the web, using the display network can increase your advertising reach tremendously. It has been estimated to reach close to 80% of internet users. Mckenzie Partners has experienced good results from the Google display network in the past. The display network is a good channel to improve brand awareness introducing new prospects into the buying funnel. r How does it work? Your banner ads are displayed based on the content of the website. So in these terms relevant websites will display your related advertising. Banner, tile and box ads need to be designed. These can advertise general selling points or can focus on specific offers. Once a person clicks on your banner they will be sent to your website. This is known as, pay per click advertising. 9

10 Behavioural Targeting Behavioural marketing targets consumers based on their behaviour on Web sites, rather than purely by the content of pages they visit. Behavioural marketers target consumers by serving ads to predefined segments or categories. These are built with data compiled from clickstream data and IP information. A user visits several travel category pages on a particular site, for example. She s then served airline ads. In most cases, the ads are served through a run-of-site (ROS) placement. The user s behavior is the key, not the placement. Because behavioural targeting can track recency, it allows marketers to target consumers during a specific purchase cycle phase. Thus, messaging can focus on where that individual consumer is in the purchase funnel. If a consumer is in the process of buying a car, for example, the process can take 30 to 90 days, or longer. As the consumer conducts online research on the type of car to buy, messaging can focus on the various stages that consumer moves through in the process. How this works: McKenzie Partners forms an agreement with a publisher, who puts a piece of code on their web network. For example Fairfax digital network. Then, when you re browsing the web, the site will put a cookie on your browser, which populates as you surf. Now that your browser has a cookie, the targeting begins. Data points amass as you click your way from site to site, taking note of what you buy, what you read and what you search for. The more time goes on, the more data is collected. Back in 2003, we had audience targeting, which assigned people to various demographics and targeted these demographics based on age, gender and location. Now, with more data, the targeting can be and is much more dynamic, and can gauge your interests and preferences. Companies that specialise in targeting can nearly promise more ad engagement by targeting people who have indicated - through their behavioural patterns on the web - that they might be interested in the product at hand. 10

11 Contextual Marketing Contextual marketing refers to online and mobile marketing that provides targeted advertising based upon user information, such as the search terms they re using or recent web-browsing activity. The goal is to present ads to customers representing products and services they are already interested in. For example, a customer performs an Internet search for commuter cars and fuel efficiency. Afterwards, they check their daily news website and the ads which show up alongside the news are for hybrid cars. The customer, already thinking about saving fuel on their commute, clicks on the ad to check out the latest hybrids. The textbook example of contextual advertising is Google s AdSense program, which uses the terms entered into each Google search to select an appropriate advertisement for that user. Every business wants a higher return-on-investment in advertising, and contextual advertising gives them that opportunity. Whether text or graphic ads, delivering a relevant message based on content can be defined as contextual marketing. 11

12 Geo-Targeting Geographic Targeting utilises the Google network to serve display ads to desktop computers, tablet devices and mobile phones within a targeted area. Geo-targeting means having the ability to target a marketing or advertising campaign at a limited set of visitors based on their physical location. Advertising programs that support geo-targeting allow you to control where your ads are displayed based on parameters like country, state, city, or even within X kilometers of a postal address. The ads can target to within 1.6km of any postcode and display on websites that are estimated to most fit a chosen demographic. As the ads are served only to the areas selected they are a maximally efficient digital advertising tool. 12

13 Auto Specific - Used Car Batching Used Car Batch Matching uses the traditional Google, Yahoo and Bing search networks to deliver ads featuring a specific make and model. These ads then are linked directly to the matching page for that specific make and model on your car inventory list. For example of your long tail key word search is Kia Rio S 3 Door manual then the ad served will be of that model and the URL linked to the Google ad will go to the inventory page that reveals Kia Rios only. Therefore eliminating waste and guiding the consumer more directly to a purchase option. This has proven to both lower cost per click and improve click through rates. 13

14 SMS Marketing SMS Marketing SMS marketing is a cost effective marketing channel often not utilised. It is most effective when used to promote events and sales. These may include customer discounts/incentives, a weekend sale or current offers. The more creative you are the more the media channel can be utilised. McKenzie SMS marketing follows industry best practises. Opt out numbers are blacklisted and full reporting is integrated. From experience SMS marketing is extremely effective in marketing sales events and can be used to distribute offers, coupons and deals. SMS Recommendations Just like edm s, SMS marketing can be used to boost and leverage search marketing. A suggestion would be to send out a blast SMS campaign on the third week of each month notifying the list that the offer has only 1 week until it is finished. Major sale events, current offers and so on can also be included in the marketing campaigns. These can run concurrent to edm campaigns. Limited Time: 2 Day Sale at <insert company>. Must end Sun, 15 Aug Visit <insert URL>. Opt-out reply STOP. 14

15 Electronic Direct Mail (edm s) The most cost efficient way to market to your database is through Electronic Direct Mail (edm). Your most important asset is your website and your database. Your existing client base are the ones that spruik your business so your attention needs to be payed to these people. Your intention is to make sure your customers remain your customers. McKenzie Partners can provide a service that enables us to market to your database. We provide you with detailed reports on opens, clicks, non opens and unsubscribes. It s all about the reporting and return on investment and marketing is the tool that can provide both. The benefits of marketing: r Efficient use of advertising dollars r Highly selective, targeted and personalised r Flexible r High quality reproduction r Response easily measured McKenzie Partners always follows industry best practice relating to spam and list management. 15

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