35398795 Promotions Opportunity Analysis Ppt Integrated Marketing Communication
Facebook Promotions ppt
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Transcript of Facebook Promotions ppt
Why facebook promotions
Principles of social mediaStrategies Facebook ads
Facebook promotion typesExamples A small quiz Questions
Why facebook promotions ?
Principles of Social MediaBuilding Value for the community
Allowing Users to Generate Content
Listening to peoples point of view
Seeking user Participation
Created Content around brandContent
Text Articles
Videos/ Photos
Applications Virals
Facebook is the largest engagement platform for your customers online. Period.
Why Facebook?INDIA STATISTICS
39.33 M Unique Visitors 11.9 Average Minutes per Visit 10.9 M Daily Visitors 14.57 M Page Views
Facebook has powered the big From browsing to discovering shiftBecause the web is building around people
90s - Browse
00s - Search
10s - Discover
Why Facebook Ads? Enhance the brand presence on the largest social networking
site of the world Highly customizable targeting to reach out to your desired
audience with whom you want to engage Multiple budget options your budget most efficiently
utilized to provide the desired returns Supplement & strengthen your claimed presence (pages) on
facebook through targeted advertising
How does it work?Advertising GoalBranding, Leads, Sales, etc.
Budgeting Options CPC/CPM/Fixed and account setup
Property to Advertise Website, Fan page, Video, Event, etc.
Ad Targeting Location, Age, Gender, Language, Workplace, etc. Creative Attractive & Relevant Creative
Ad Message What & How
How do you go about it?1 Collect information on the ad campaign Ask client for a brief Utilize info to run the tracking & monitoring activity
2
3
Analyze the collected info Derive insights & prepare reports
Should be based on Segmentation , targeting, positioning (STP) Should also see geographies and age groups Likes and other interests
Sample graphs for reporting Online Share of Voice70 70 60 60 50 50
Ad Copy Comparison During & Post CampaignPREPRECAMPAIGN CAMPAIGN
Ad
DURING DURING CAMPAIGN Skew CAMPAIGN
POST POST CAMPAIGN CAMPAIGN
Position Disposition People who could connect with the AdMENTIONS
Mentions Mentions
40 40
PRE 30 CAMPAIGN 3020 20 Ad2 10 10 0 0 1-Apr1-Apr
Recall ValueDURING CAMPAIGN
MENTIONS
Ad1
NA NA
StickinessAd1
POST CAMPAIGN
MENTIONS
22 10
Ad1 Ad2
18 4
Ad2 Comprehensible
Relatable8-Apr 8-Apr 15-Apr 15-Apr 22-Apr 22-Apr 29-Apr 6-May 13-May 20-May 27-May 27-May 3-Jun 3-Jun 10-Jun 10-Jun 13-May 20-May Ad 29-Apr Copy 6-May 1 Ad Copy 2
There has been X% growth during the campaign There has been X% decrease after the campaign
Content Facebook ads Seeding Interaction Virals Cross promotions Contests
Benefits of Social Media ContestsUse social media contests to:
Build fans/followers Drive conversations and engagement Gain feedback Reward customers
.
Types of promotions Sweepstakes User Generated Contests Coupons Group Deal Product Giveaways
Sweepstakes
Sweepstakes Run a sweepstakes when you wish to give away prizes based on a random draw.
Facebook: Contest TypesSweepstakes Complete a form to be entered to win
Facebook: Contest Types Trivia Complete a form with correct answer to be entered to win
Case Study: DRAKE
Sample contests / games / quizzes
Facebook: Contest Types Photo/Video contest Provide link to submission
User Generated Contests Run a contest when you wish winners to be decided by public voting, a companyselected jury or both.
Contests & SweepstakesTips for Success1.2. 3. 4. 5.
Clearly define your objectivesDecide what platforms to run on Promote it Make it social Choose the right partner
22
Contests & SweepstakesBenefits1. Increase Likes
2.3. 4. 5.
Virally spread your marketing messageBuild community around your brand Gain access to great content Grow your customer base
23
Contests & SweepstakesCommon Mistakes1.2. 3. 4.
Too complicated to enterPoorly promoted No Like gate Doesnt follow Facebooks Promotion Guidelines
24
Coupons
Coupons Distribute Coupons to drive traffic to your site, encourage purchases, launch a new product or generate buzz.
Group deals
Group Deal Create flash deals to engage your users in special discount sales, encourage purchases, launch a new product and create incentives to share.
Product giveaways
Product Giveaways Give away free products or product samples as a way to generate buzz, introduce a new product, build brand awareness or gather customer feedback.
Instant Replay Use contests to:
Gain fans/followers Increase engagement Drive conversations
Pay attention to
Terms of Use
Each platform unique Change often
Use facebook to create:Sweepstakes Trivia contests Voting competitions And lots more
Facebook: Terms of UseMust: Use third-party platform
i.e., tab, app, canvas page
Have official rules releasing Facebook from liability
Must not: Use Facebook features for registration Reward Facebook interactions Use Facebook features for voting Notify winners through Facebook May: Require page like to access contest registration
DealsGiveaways
Contests
COMPANIES that
CONTESTS x 2 FANShave as many as companies that dont
RUN
Jupiter Research
Wildfire Interactive wildfireapp.com (888) 274-0929 [email protected] What is the return of investment
Quiz: Is this contest legal?
Quiz: Is this contest legal?
Any questions ?
Case Study Future GeneraliObjective Getting more fans for the brand in India Generating user content by means of contests for engagement Targeting health freaks online for generating health insurance awareness
Activity
Tapping the health conscious community online | Gift hampers & UGC to engage with online audience
Results More than 7000 new fans were generated for the brand in India Cost of
Fan acquisition was approximately INR 2.62 About 23% of fans through social feed highlighting good audience targeting