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Photo credit: Sebastien Moineau

Myanmar: Inclusive Tourism Development

ADVANCED TRAINING MANUAL 2016 Four days training program in Nyaung Shwe & Yangon

(Edition as at 07 June)

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Introduction: This Manual is provided to you as a participant of the BIF Advanced Training program on Inclusive Business for Tourism. It includes information about the training objectives, the intended participants and why they should attend and an introduction to the concept of inclusive business. It also includes content from the four days of the Advanced Training program on the conflict sensitivity approach of Do No Harm and Online Marketing for tourism products, services and destinations.

Advanced Training Objectives: By the end of the training the participants will be able to: ü Exhibit deeper understanding and skills for online tourism marketing (products and

destinations) ü Have enhanced knowledge on how to apply ‘Do No Harm’ concepts to inclusive

tourism business opportunities ü Have further developed their potential business ideas for entering the Product and

Package Innovation Competition (PPIC) Attendance target: The training is provided for the private sector, specifically for those who attended the BIF Inclusive Business for Tourism training in 2015 and the similar BIF Basic Inclusive Tourism Business Training in 2016. It is aimed at middle to senior managers of small, medium and larger scale tourism businesses – tour operators, travel agents, hoteliers & resorts, education and training providers, tour guides, transportation providers and any other business that provides services or goods to Myanmar’s growing tourism industry. Why attend the training? This interactive and positive learning experience is delivered by leading international and local Myanmar tourism sector professionals. It includes: ü Innovative and contemporary online tourism marketing approaches, techniques and

tools; ü Advanced learning on how a culture of conflict sensitivity and the concept of ‘Do No

Harm’ within a tourism business can enhance the visitor experience and the responsible commercial performance of the enterprise;

ü How to make a more convincing business proposal for the BIF Product and Package Innovation Competition (PPIC).

About inclusive tourism business: ‘Inclusive business’ means: 1. Profitable core business activities; 2. Expanding growth opportunities to a wide range of people and communities as

producers, suppliers, workers, distributors, consumers - or even as innovators; 3. Enabling businesses to grow and achieve long-term strategic commercial objectives,

reaching large numbers of producers, workers, or consumers at the base of the pyramid.

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Advanced Training team: Inclusive Tourism Trainer – Steve Noakes

Steve has been an International Consultant for the Tourism Sector Market Strategy for the Business Innovation Facility (BIF) project in Myanmar over the past 3 years. He is a long-standing regional advocate for sustainable tourism approaches across Asia and the Pacific, being a tourism industry entrepreneur for almost 40 years – in travel retail, wholesale and inbound tour operations; land, sea and air transportation services; travel media and resorts.

Do No Harm (DNH) Trainer - Gabrielle Aron

Do No Harm Trainer - Jeffry Seng

Marketing Trainer – Natasha Martin

Natasha specializes in tourism marketing and branding for destinations and small enterprises, specifically in non-traditional and frontier destinations. She has experience working with private sector, government and trade associations, and has worked in Greenland, Eastern and Southern Africa, Japan, India, Europe, and South America. She has lead marketing trainings for public and private sector in Namibia, Uganda, and Ethiopia and has taught tourism marketing courses for the George Washington University.

Gabrielle joined CDA in November 2015 as Interim Deputy Country Director to CDA’s initiative in Myanmar. She has worked in Myanmar since 2013 as a conflict advisor, peacebuilding program manager and technical resource on conflict sensitivity for implementing agencies. She has specialized particularly on the Rakhine state conflict, having worked on the ground in central and northern Rakhine for more than 2 years.

Jeffry Seng joined CDA’s office in Myanmar as Program Manager in 2015. Jeff is a seasoned trainer with extensive experience delivering conflict sensitivity and Do No Harm trainings in Myanmar. Jeff also develops and translates Do No Harm training manuals, supports the development of a network of Do No Harm practitioners in Myanmar, and contributes to the CDA Myanmar office strategy.

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Do No Harm.

A tool that helps us:

• Understand the context / community in which we operate

• Analyze our impacts on that context / community

6 lessons from the DNH project:

1. Any intervention becomes part of the context.

2. All contexts are characterized by both dividers and connectors.

3. All interventions will interact with both dividers and connectors, making them better

or worse.

4. Interventions interact with dividers and connectors through their organizational

actions and the behavior of staff.

5. The details of an intervention are the source of its impacts.

6. There are always options.

DoNoHarm(Conflictsensi2vity)

Onepicturecanhidemanytruths;Differentpeopleseedifferentthings;Accep8ngviewsofotherpeople;Thelongeryoulookthemoreyousee.

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Connectors and dividers: 5 categories

1) Systems and Institutions

How do people organize themselves for action? How do communities organize

service provision? What are the structures that people belong to and that organize

their activities? Militias and militaries. Police departments and legal systems.

Energy and water supplies.

2) Attitudes and Actions

How do people treat one another? How do people talk about and to one another?

What acts of violence or kindness do people exhibit? Reconciliation and

forgiveness. Grenades and gunfire. Discrimination and insults. Racism or

tolerance.

3) Values and Interests

How do people think of themselves as good people? How do people make use of

resources in order to meet their needs? Is land common or private? Is religion

welcoming or aggressive?

4) Experiences

Do people interpret history selectively or broadly? How do they interpret recent

events or their own experiences? How do people interpret the cultures of others

around them?

5) Symbols and Occasions

How do people demonstrate which groups they belong to? Flags and fireworks.

Icons and idols. Colors and costumes. Holidays and holy days.

Dividers and Connectors are:

• Always present in groups even when there is no obvious conflict

• Change in strength and importance over time

• Have different importance: can be prioritized

• Is not people! It is the actions of people.

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Actions and behaviors Actions: Who, What, When, Where, Why, and How

1) Distribution Effects

Occurs when people perceive that an organization has a bias in favor for or against

a specific group through the way they distribute resources.

2) Legitimization Effects

Occurs where an organization is, or is perceived to be using its resources to

support a political or governing authority.

3) Market Effects

The result of changes in the local incentive structures and patterns of opportunity

caused by the introduction of new resources. The new resources noticeably affect

incomes, wages, profits, and prices so that people’s perception of economic

winners and losers changes.

4) Substitution Effects

Occurs when an organization takes over for local capacity, reducing or replacing

local efforts.

5) Theft

Occurs when people simply take resources from an organization.

“Getting it right”: Do No Harm and community – business relations

Defining success:

When communities were asked how they define successful company-community relations,

they said:

1. A company that contributes to improved economic prospects and social services.

2. A company approach that demonstrates fairness and respect; a company that is a

good neighbor.

3. A company that takes responsibility for any negative impacts on people’s lives that

result from the corporate presence.

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Understanding benefits, behavior & side effects

In the Framework below, benefits distribution refers to how tangible and intangible

benefits such as wages, contracts, community projects and legitimacy accrue to some

people and not to others. How companies decide whom to employ (and whom not to

employ), how to tender contracts and how to interact with communities in other ways

becomes a key challenge as it affects community dynamics and company-community

relationships.

Behavior refers to the manner in which the company and company staff show respect, or

lack of respect, for local people. It has to do with the signals that company policies and

staff actions send to local people about trust, fear and caring. Staff and company behavior

directly affects long-term company-community relationships.

The term side effects refers to the level of responsibility that a company takes for the

broader and longer-term impacts that its presence has on local communities. This includes

the influx of large groups of job seekers who descend on a host community, the effects on

social cohesion of large amounts of money that flow into a host community, and the range

of environmental problems that are introduced from corporate activities. Although in-

migration and noise may seem to have little in common, we group them because

companies are typically not legally required to address these side-effects but they do

affect company-community relations.

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How businesses: distribute benefits, behave, and handle side effects determines whether

they “get it right” or “get it wrong” with communities, and whether they have positive or

negative impacts.

RAFT: Respect, Accountability, Fairness, Transparency

Behavior – Getting it wrong

• Maintaining distance, emphasizing security

• Rushing, deciding for, delivering to

• Managing information, communicating to (not with)

Behavior – Getting it right

• Respect

• Trust

• Caring

Benefits distribution – Getting it wrong

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• Unfair, exclusive criteria

• Dividers and connectors: pre-existing relations among groups

• Rewarding violence

Benefits distribution – Getting it right

• Fairness

– In direct, individual and indirect, collective benefits

– Equity, not equality

Handling side effects – Getting it wrong

• Influx of outsiders

• Influx of cash

• Environmental impacts

Handling side effects – Getting it right

• Accountability

– For immediate and long term side effects, intended and unintended side

effects

– Inform and help communities prepare for known and possible side effects

Practical strategies for “getting it right”

Practical strategies: Behavior

• Ask, discuss, and listen to communities

• Train staff and monitor behavior

• Engage openly with communities in decisions that impact their lives

• Identify and map locally significant sites

• Build relationships through regular engagement

• Minimize symbols of protection and separation

• Communicate and share information in ways all types of people can understand

and can access

• Be responsive to questions and concerns

• Follow through on commitments

• Accept accountability as a right of local communities

• Act on requests beyond the company interest

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Practical strategies: Benefits distribution

• Ask communities their perception of “fair”

• Be transparent about why some groups receive more or different benefits than

others

• Understand that fairness relates to material and non-material benefits

• Engage with many people

• Support connectors, minimize dividers

• Generate benefits that can be shared and enjoyed by many types of people /

groups

• Reward reasonable interactions, not aggression, through fast and open response

to polite questions / complaints

Practical strategies: Handling side effects

• Support people in impact preparedness / planning

• Have an influx management plan

• Include community concerns from the project design stage

• Discuss a long-term vision with communities

• Listen to concerns regarding side effects

• Provide long-term contracts and training plans for staff

• Provide support to existing community groups / plans

• Raise awareness and mitigate impacts of sudden and large amounts of cash

present in the area

Influx management plan should review and company policies and practices, e.g. that

reduce excessive numbers of people attracted to one particular area, e.g. that mitigates

the impact of outside jobseekers on the host communities e.g. that minimizes

infrastructure constraints due to influx of newcomers.

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Marketing

Day 1: • Introduction to inbound marketing

• Search engine optimization

• Search Engine marketing

• Using Google Maps for Business

• Email tips and tricks

• How to use Google Analytics

Day 2 • Social media objectives

• Advanced Facebook

• Facebook Ads

• Insights

• Advanced Instagram

• Using messaging apps

1. Introduction to Inbound Marketing An online method of marketing

• It relies on the Internet

• The idea is to attract people who are interested in your product – like target

marketing

• In inbound marketing we use keywords to attract people to us and to build

communities of people who care about our product

Before the internet:

⇒ Large travel companies had a lot of control of the marketplace.

⇒ Travellers were bombarded with advertisements, brochures etc trying to sell many

products.

⇒ May not have liked this way, but that is all there was.

Now – with the internet:

⇒ The traveller is in control

⇒ Travellers do most of their travel research online and can block out disruptive ads

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It is easy for the consumer to skip over advertisements that he is not interested in.

The average person sees 500,000 ads by the time he/she reaches 18.

We are ad-savvy!

We know when we are being marketed to.

If you can’t out-spend your competitors, out-smart them with online marketing.

In the history of marketing – there has NEVER been such a low barrier to entry! You have

access to the same marketing tools as Coca-Cola.

What marketing tools do you have to be able to influence the decision making process at

every stage of the Sales Funnel?

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What are the questions that people ask themselves at each stage of the cycle about your business product or service? The idea of inbound marketing is to match your marketing with each phase of the process. Answering all the potential questions that potential customers may have. ZMOT:

⇒ Capturing the ‘micro-moments’ – people make decisions at the exact time they ask a question online

⇒ More ‘micro-moments’ are mobile – we are always connected; answers are always at the tip of our fingers

⇒ We need to provide right answer at the right time (‘family getaway’ at March break requires a different answer that ‘family getaway’ in August).

The sales funnel follows the decision making process of the consumer

Sales Funnel

Dreaming

Competitive Set

Planning

Experiencing

Booking

Sharing

I want to go on holiday…

Should I go to Peru or

Myanmar this year? I’ve decided to go

to Myanmar…what should I do

there? How do I book and pay for my

trip? This country is fantastic!

I want to share my experience with my friends and family

•  Zero Moment of Truth •  Understand where it happens in the Sales Funnel and how to use that

to your advantage

What is the ZMOT

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Dreaming

Competitive Set

Planning

Experiencing

Booking

Sharing

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Traditional and new mental model for marketing.

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Consumer decision making

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Inbound marketing is:

… the right content … to the right travelle … at the right time

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Creating Content

The right content at the right time will attract the right person.

• What is content? – Videos

– Images – Text – Stories

• Content that you create must be valuable to your target market

• Match content to the Sales Funnel

Search Engine Optimization (SOE)

⇒ SOE it is the process of getting traffic from the “free,” “organic,” “editorial” or

“natural” search results on search engines.

⇒ SEO is the process by which search engines figure out which pages users are

interested in

⇒ All major search engines such as Google, Bing and Yahoo have primary search

results, where web pages and other content such as videos or local listings are

shown and ranked based on what the search engine considers most relevant to

users. Payment isn’t involved, as it is with Search Engine Marketing

Understanding Search Engines:

• Examples of search engines: Google, Bing, Yahoo • Search engines have 2 functions:

Crawl & Index.

Spiders crawl the internet looking for content. They want to crawl across all the world’s

sites, to create a comprehensive index.

Indexes are created based on keywords.

Create Content and Map it

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When we ask a question (or ‘query’) the search engine gives an answer based on

relevance and popularity.

Answers are given as a result of algorithms.

⇒ An algorithm is a complex mathematical equation that is secret.

⇒ Hundreds of factors go into the algorithms that result in the delivering of answers

through search engines

⇒ Google, Bing etc don’t divulge their secrets - but we know some of the major

elements included in the algorithms

How do people use search engines?

⇒ There are three types of searches: – GO, DO, KNOW

There are limits.

⇒ Even though search engines are very sophisticated they don’t see websites the

way humans do.

Marketing is still important: Even if you optimize your website in the best possible way, you

still need to market it for it to be seen. In order to rank a sites ‘popularity’ search engines

rely on metrics of importance and relevance, so you need to build those via marketing.

You do that by making sure your content gets shared and talked about.

Key points:

⇒ There are usually about 10 results per page

⇒ They are ranked in order of importance

⇒ People rarely go to Page 2 of search results

⇒ The higher a result, the more likely it is to get clicked on by potential clients

Top suggestions from Google:

Make pages for users, using the right keywords – Create clear hierarchies

Use titles and Alt descriptions

Put keywords in the URL

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Keywords:

⇒ Understanding keywords is the key to success with SEO and ultimately, online marketing

⇒ A keyword is a word or group of words that a user uses to search for information ⇒ Searches are typically put into search engines (Google, Bing) but also into social

media sites ⇒ Getting the right keywords is like empathy – you need to understand how your

target market thinks and searches ⇒ Once you understand what your target market is looking for – you can reach them

more easily ⇒ You will be able to attract them with the right information

Keywords convey our intent – they are how we, as users, interact with search engines

Search engines use keywords for indexing as well.

Keywords : the longtail.

As you make your keywords more specific, you narrow the competition for search results

and improve your chances of getting a higher ranking.

There are a lot of results for a broad term, but not so many results for a very specific term

– which makes them easier to compete on.

•  There are two types of keywords:

Keywords

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BRANDED -  Coca-Cola -  Khiri Travel

GENERIC -  Soft Drink

-  Myanmar Tour operator

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The long tail contains hundreds of millions of unique searches that might be conducted a

few times in any given day, but, when taken together, comprise the majority of the world's

search volume.

The average tourism keyword search is 4 words long: – “Trekking holidays in Rwanda”

– “Family trip to Myanmar in January”

Popular keyword searches make up less than 30% of all keyword searches:S

HAN Return to the target markets, because its not just about getting visitors to your website, its

about attracting the right visitors to your website. Keywords are different for each target

market segment .

Good idea to use Google Adwords Planner: http://adwords.google.com/keywordplanner

Once you’ve identified the keywords, where do you put them?

- In the URL?

Keywords: the longtail

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MYANMAR

HIKING IN SHAN

FAMILY HIKE FROM KALAW TO INLE LAKE

IN APRIL

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- In the Title?

- Once near the top of the page?

- In the description of an image on the page?

The title of each page is a description of the page – it helps both the user and the search

engine understand what the page is about . Search engines and social media sites display

only the first 65-75 characters of a title tag – so it’s better to stick to that. Place important

keywords first.

URLS are addresses that point to our websites or pages . Shorter is better. Hyphens are a

good way to separate words (if needed).

Summary:

• In order to get people into your funnel – your website needs to have keywords that they

are looking for

• Make sure you know which keywords your target market are searching for, and optimize

your website for those.

Search Engine Marketing (SEM)

•  SEM = paid ads •  PPC = pay per click

– you only pay IF someone clicks on your ad

•  You can start with a small budget

•  Precision targeting (Inbound marketing)

•  You can see who sees your ad

•  Measurable results

What is search engine marketing?

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PAID

ORGANIC

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People click on the ads

⇒ Google gets searched over 1 billion times per day

64% of people click on ads when they are looking to make a purchase

⇒ 45% of people don’t realize the first three results are ads

Setting up with Google Ad Words

www.google.com/adwords Use a Gmail account to create an account

Where do the ads show up?

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Top Ads

Bottom ads

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•  A campaign is a group of ads

•  Imagine a tour operator named ‘Viator’ who has three products, and designs different ads for each of the products:

–  Bike tours in Dala –  Walking tours in Yangon –  Day trips to Golden Rock

Create a campaign

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= a campaign (what type of device? What budget?)

•  Select the type of ad •  Enter a campaign name,

identify which country you want the campaign to run in and how much you want to spend

•  A campaign includes ads, keywords and search terms that leads customers to your website

•  You can run as many campaigns as you like in your account

Create a Campaign

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Create a campaign

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Time Investment

• Important to login on a weekly basis to check in on how your ads are performing and how

to optimize budget and keywords

• You can hire Adwords Express to help you (they manage online ads)

Make sure the website is ready

• If you are promoting a special deal – make sure the link from the ad leads to a page

about that special deal

• If you want people to call

• Put important information at the top of the page so people don’t have to scroll down

• Make sure the page loads quickly

• Don’t start ads unless the website is ready.

Summary

• SEO – organic, free

• SEM – paid, ads

• Both rely on keywords

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Identifying keywords that your target markets search for will help ensure your website is

position to attract the people that are looking for you

Links

• A link is a connection from one website to another

• It is one way that Google determines popularity

• The more links that are coming to your website, the better your SEO Keywords + SEO

• Two types of links:

1. External – to or from another website

2. Internal – to or from a page on your own website.

Both are valuable – but external links are more important because it shows other people

validating the quality of your content.

Getting Links

• Get customers or suppliers to link to you

• Build a blog, make it great, and so people will naturally share your content

• Have newsworthy items on your website

Google My Business www.google.com/business

•  Create a Google Ad for your target persona and your product

•  Headline: up to 25 characters of text

•  2nd line: up to 35 characters •  3rd line: up to 35 characters •  4th line: your Display URL

•  Remember to use your keywords

•  Use a hook!

Activity

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•  Help boost your SEO by using Google tools •  Google My Business helps your business rank higher in Search,

Google+ and Maps

Make Google Work for You

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Email Tips and Tricks

Gmail

• Another powerful Google tool • Can be customized

• Support from Gmail staff

• Hangouts (video-meetings)

• Easily links to all Google’s tools • Lots of free storage

Email Tips for Business

• Own your domain + Get Google Apps for business

• Simple migration of the MX records

• Create labels to help organize your email

• Create a signature, including a logo

• Gmail offline allows you to use email when you aren’t connected to the internet

(like Outlook)

• Explore third party apps

• Use the ‘Canned Email’ feature for emails you send often

Measuring and tracking success of SEO work

• If you can measure it, you can improve it.

• Google Analytics is activated by placing tracking code on your website

• What to measure? – Traffic: direct; Traffic: referral; Traffic: search

• Measure percentages and absolute numbers

– Keywords rankings - Conversions

- Number of links

•  Comparing the number of sessions from search engines to other traffic sources

•  Tool: Google Analytics

Measuring

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Day 2 of the Advanced Marketing Training

Impact on businesses

What is the online promotion process?

Website

Google Trip Advisor Ads

Social Media Email

This is where people find you for the first time.

•  Social media is a way for people to communicate and interact online •  It is called social because we engage with and around it in a social

context –  Conversations –  Sharing –  Commentary –  USG

•  Publishing content has become easier •  Shift in communication

What is social media?

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• This rise of social media brings opportunity and responsibility.

• The amount of data is great for us as marketers!

• The trick is learning to build long lasting relationships with customers

• Responsibility: Just as your customers' behavior has shifted, so have their expectations

for yours. Whether your business is listening and

engaging or not, customers are having conversations relevant to your operations.

• It's better to be part of the conversation.

•  Doesn’t matter what type of business you run: Your customer is online.

•  They are engaging and asking questions – if your company is not around to answer them, your competitor will.

•  It is about staying competitive.

Why does your company need social media?

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The competition is always one click away.

•  On social media, we strive to make a connection, to build a relationship with our clients.

•  The relationship can lead to customer advocacy

–  Advocacy is earned over time through continuous and positive engagement with your customer base. It is earned through experiences that delight, and through the delivery of the highest class of customer service.

–  Advocacy is like Nirvana of social media

Online success to Offline success

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Your Brand on Social Media

• Neither your customers' experience nor your brand starts with Twitter, Facebook, or your

blog.

• Social media should take your existing brand and solidify it, galvanize it, and bolster it.

• Social Media should bring your brand to life.

OKR:

• Set them annually

• Don’t have too many

• Make them challenging

• OKR must have a number

OKR: GRADING

• At the end of the year, grade the Objective, based on the average of a good result.

• Use scale from 0-1 – Getting to 70% of your target will result in a grade of 0.7 – If you

always score 1, your OKRs are not challenging enough

•  OKR = Objectives + Key Results •  Objectives are GOALS à they tell you where to go •  Key results à indicate how you will get there.

EXAMPLE: Objective: You sell trekking tours in Kalaw. You want to reach 200 new customers before December 2016. Key Results: -  #1 on Trip Advisor for ‘Activities in Kalaw’ -  Rank on the first page of Google for the search term ‘Shan State

Trekking •  Used by Google and other big companies •  We’ve identified our objectives – but what are the key results that will

measure the success of our objectives?

OKR

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Social Media Objectives:

• EXAMPLE: ‘Right now I have 52 likes, in three months I want to have 3000 likes on my

Facebook Page’

• Specific: Who? What? Why?

• Measurable: 3000 likes

• Attainable: depends on size of business, capacity of marketing staff, content,

• Relevant: does it help achieve goals?

• Time bound: 3 months

Tip: PERDOO https://www.perdoo.com/

GOALS: We already identified our marketing goals in the training from yesterday.

MEASURABLE OBJECTIVES: Start from the bottom of your funnel, and put a number to

each goal. For example, if your objective is to generate bookings – how many bookings?

And how many per month (how many in high season and how many in low season?).

•  We want to make each key result to be SMART.

Social media objectives

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TIME FRAME: Set dates for each objective.

MEASURABLE OBJECTIVES: How will you measure each objective? Where will you get

the data (Google Analytics? Facebook insights? Etc)

Advanced Facebook

What do people do online?

• Select the top two things people do everyday online:

1) Check email

2) Check their online bank account

3) Check Facebook

4) Check the news

Facebook Page: -  Likes -  Reach -  Level of engagement

Instagram: -  Followers -  Level of engagement Website -  Time on site -  Unique visits

-  Location of hits -  Month visits -  Referral -  Top search terms -  Inbound links -  Trip Advisor

-  Number of reviews -  Quality of reviews

Social media objectives

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Evolution of FB

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•  What is the first thing you do when you wake up?

•  Increasingly, people view Facebook on their phone

•  They do this throughout the day

•  So, all day, throughout the day (from the first time they wake up) they are interacting with friends, family and brands

•  Mobile is the only channel that is expected to grow after 2016

•  Time spent on other forms of media (TV, radio etc) is declining

Shift to Mobile

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Facebook Myths:

• Advertisers have access to your personal information

– FALSE! Facebook's ad targeting is done anonymously by their system, without

sharing personally identifiable information with advertisers.

Facebook will sell your personal information:

– FALSE! You have control over how your information is shared. Facebook

does not share your personal information with people or services you don't

want.

Anyone can see some of my basic information

– True! Some “Public Information” is available to everyone. Your name,

gender, username, and user ID (account number), along with your profile

picture, cover photo, and networks (if you choose to add these) are

available to anyone. This is because this information is essential to helping

you connect with your friends and family.

Other people can know if I viewed their profile

– FALSE! Facebook does not provide an application that allows people to

track profile (timeline) views or statistics on the views of any specific

personal content.

Facebook shares my personal information with other sites.

- FALSE! None of your information – your name, basic info, what you like,

who your friends are, what they have liked, what they recommend – is

shared with external sites you visit.

Facebook owns your data

–True! You own all of the content and information you post on Facebook,

and you can control how it is shared through your privacy settings, but you

give Facebook the following permission” “you grant us a non-exclusive,

transferable, sub- licensable, royalty-free, worldwide license to use any IP

content that you post on or in connection with Facebook (IP License). This

IP License ends when you delete your IP content or your account unless

your content has been shared with others, and they have not deleted it.”

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Page vs. Profile

Advantages of a Page

• Multiple administrators

• Customizable tabs & applications

• Easy advertising opportunities

• Access to analytics

Converting a profile into a page

• It's against the Facebook Terms to use your personal account to represent

something other than yourself (ex: your business)

https://www.facebook.com/pages/create/migrate

• You can only convert your profile to a Page once.

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• You'll have a personal account and a Page after completing the conversion, and

you'll be able to manage the Page from your personal account.

• The tools to help you move info from your profile to your Page will only be

available for 14 days after you complete the conversion.

Creating a new page

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Creating a new page

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Page images

Creating a new page

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Be creative with the timeline image

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• Change the cover photo each week: – Format the image so that it is 851px wide x 315px

high to fit perfectly into

the cover photo space

– When choosing an image, bear in mind that the profile picture will obstruct the bottom

left hand side of the image when it is placed on the page

• Profile image – Should always be your logo – Is 160px by 160px

•  Facebook trys to deliver the right content, to the right people at the right time in the newsfeed

•  Ads are seen in the newsfeed •  The newsfeed is the best place to reach

people (especially on mobile) •  The newsfeed is the only place a mobile

ad can appear

The Newsfeed

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NEWSFEED: News feed is the constantly updating stream of status

updates, photos, videos, links, app activity and Likes from the people, pages and groups that

you follow on facebook.

Posts

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Posts

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Videos Posts

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FB Call To Actions

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FB Call to Actions

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Tips for building a community on FB

• Find likeminded communities (what does your community care about?) – post on

their sites

• Incentivize your followers to share your content

• Tag pages and people in pictures and post – your status then appears on their

page as well

• Actively like content (remember when to be a good follower!)

• Send messages

• Reward your best followers

How to tell your story?

• Be authentic– we are advertising savvy, we can spot a fake immediately. Tell a story

that is relevant, personal and meaningful

• Be Social - social media is social, it mostly helps people who are apart be together.

• Be flexible – there is no secret formula or rule to make a good story, each one comes

from the heart. Stories are unique to each situation.

• Keep your brand at the core – your story should connect your brand to your core values.

•  Create authentic posts that resonate with your potential customers

•  Understand that people are checking facebook during ‘down’ parts of their day (in line at the grocery store, in the taxi, waiting for their kids etc).

•  Who is your target market, and what do they care about?

•  Be sure to create stories, and talk in a conversational way:

•  Deliver at the right time

Build the Feed

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Build the Feed

• Make your content ‘thumb friendly’!

• Of FB’s 1.65b users – 1.5 people log on via their mobile

• You want your content to ‘Stop the thumb’ – Stop the thumb from scrolling

• How? – Create stories with pausing power – Get their attention! – Use

captivating images – Few, impactful words

Good design

• 80/20 – Visual stimulation – Use high quality images – Don’t use more than 20% text on

an image – Facebook ads can only have 20% text.

•  Events •  Ask a question •  Fill in the Blank •  Trivia •  Shareable quotes

Other content that works well on FB

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1. Curate content from your fans

Sharing has become Australia's most popular feature: Over 1,000 photos are sent every day to be featured across Tourism Australia's social media platforms, many of them vying to be included in its popular Friday fan photos album.

"It’s actually become quite a big thing, with people becoming quite competitive about getting getting their own photos featured," says Tourism Australia spokesman Leo Seaton. "We make our fans the hero. 95% of the content on our social platforms is generated by our fans and followers. Our role is less and less about creation, and more and more about curation."

• 

Best Practice : Australia

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2. Run contests

When Visit Norway wanted to strengthen awareness about itself in the US, it offered its fans an incentive to learn about the destination in the form of a daily trivia question.

In addition to daily prizes and a final grand prize trip, photos, videos, and relevant links were posted alongside the questions to drive followers to the official website.

"The Daily Challenge increased the fan count of Visit Norway USA by 23K+ fans in a short amount of time, and inspired them to talk about Norway," says Beate Gran, digital media manager at Visit Norway.

• 

Best Practice : Norway

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Tips:

• Always add a post with a photo - people are more likely to notice and respond to image

posts than purely text based posts

• What you write is as important as the link/photo you post - make it intriguing … think:

"would I click on that"?

• Try to share other’s content, but limit it to one share a day

• Always credit a source and try to link to the relevant party’s page on Facebook (you can

do this by including an @ at the beginning of the name and choosing the relevant party

from the drop down menu. You have to “like” any page that you refer to.

• Avoid using exclamation marks!!! It looks lame!! And desperate!!!!!! If you have to use an

exclamation mark, only ever use ONE in a tweet.

Interact with the community:

• Check your news feed at least twice a day for content that you can like, share or

comment on. Liking comments on relevant posts is also a good way of expanding your fan

base.

• Keep a lookout on your news feed for other interesting pages that you may want to like /

whos content you may want to follow. For example, if a lodge you follow has shared

content from a new page you hadn’t heard of, click on that page to see the quality of their

content, and like it if it looks like you will be able to share their content in the future

• Check for new messages, new comments and new timeline posts at least twice a day

Comments:

• Fans sometimes like to comment on your posts

• When they say something favourable, make sure you ‘like’ their comment to show

appreciation

• When they say something negative, review the comment and decide whether it is best to

ignore the comment, respond to the comment, or hide the comment from the view of other

fans.

• Only delete a fan’s comment, if it is spam / crude / derogatory. If there is a user who

constantly posts such content, then you may want to consider banning the fan from the

page.

Using Insights

• Insights is Facebook’s measurement tool tells you how your posts are doing.

• The tool uses Facebook data like demographics and interests

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• You can learn: – Who your audience is (age, gender, relationship status etc) – What

interests them – Their location

Facebook Summary

• Post content people will like (and “Like”)

• Use humor. Keep it light. Speak in vernacular.

• Tag people and places to provide content.

• Participate on other pages.

• Send and reply to messages.

• Reward your loyal followers.

• Use insights to measure how you’re doing

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Ad Objectives

• Ad objective = what do you want people to do after they see the ad?

– Send people to your website (this can be any page of your website)

– Increase conversions (**bottom of the funnel) on your web (need to

install the Facebook pixel to the HTML on your website)

– Boost your posts (get more people to see your posts)

– Get people to install your app

– Increase engagement in your app

– Raise attendance at your event

– Get people to claim an offer (limited time discounts)

– Get video views

– Reach people near your business

– Collect leads for your business

•  Ads are seen in the newsfeed •  Remember that people see them

between baby pics and friends updates – so ads need to maintain a conversational tone.

•  Facebook trys to preserve an ‘organic feel’ on the newsfeed, making sure ads aren’t too text heavy etc. Ads must be approved.

•  Ads are created in the ‘Ads Manager’

Advertising on Facebook

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Ad : Tips and Tricks

• Create one campaign per objective

• Create multiple campaigns for one page, if needed

• Cap your spending at the campaign level

• Organize ad sets by audience segment

• Refresh your creative design based on what you learn by tracking your ads

• Ads within the same set should have the same audience so you can easily

compare which designs perform best

• Don’t go over the limits : Every ad account is limited to 1000 campaigns, 1000 ad

sets and 5000 ads.

•  https://www.facebook.com/business/a/online-sales/ads-create-tool

•  After you’ve selected your objective

you will build: –  a campaign – contains one or

more ad sets and ads. The campaigns are the foundation, you pick the objective at the campaign level.

–  An ad set – here you select the audience for the ad (gender, age, etc). You create budget and schedule.

–  An Ad – you design each ad individually

Create an Ad

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Campaign

Ad Ad Ad

Ad set

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Audience

• Who should see your ads?

• Remember our target marketing

– GEOGRAPHIC - Location (include or exclude certain areas)

– DEMOGRAPHIC - Demographics (age, gender, relationship status, employment etc)

– PSYCHOGRAPHIC - Interests (travel, Myanmar etc) – BEHAVIORAL – Behaviors

(purchase behavior)

Create an Ad

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Campaign objective

• What’s the goal of the ad?

Creative • What do you

want the ad to look like? What images and what text?

Ad Placement

• Where should the ad go?

Audience • Who should see this ad?

Campaign and

budget?

• How much do you want to spend?

Bid and price

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Create an Ad: Budget

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•  Su Mon is a 25 year old Myanmar woman. The first thing she does each day when she wakes up is open her Facebook account.

•  There are lots of advertisers who want to get Su Mon’s attention first thing when she opens her Facebook account – so Facebook holds an auction to see who is willing to pay to most to be featured in her newsfeed

•  Facebook also takes into consideration how likely Su Mon is to click on an ad, or like a page – the ad should be useful to her too.

•  So the bid is calculated on three things: –  How much you’re willing ot pay –  How relevant Facebook things your ad is to your target market –  How likely the target market is to take action

•  The best bid wins the auction and is seen by Su Mon. •  You can let Facebook decide how much you should pay or

you can decide

Create an Ad – the BID

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Create Ad - Creative

• What do you want the ad to look like? – Video

– Carousel – Slideshow – Image

• You can upload your own image or choose from Free Stock images that Facebook has.

Create Ad – Preview and Placement

• Once you’ve designed your ads, you can select where you want it to appear:

– Desktop News Feed – for people using laptopos and desktops

– Mobile News Feed – for people using mobile phones

– Instagram

– Audience Network – will show up to people when they are browsing the web

outside of Facebook

– Desktop Right column – only for desktop

See here for details:

https://www.facebook.com/business/help/ 105716439776307

Once you’ve completed all these steps you click on ‘Place Order’ – it takes about 15

minutes for Facebook to review and ad. If its approved, it will start displaying to the target

market immediately.

•  In Ads manager – you can see how your ads are performing •  In Ads manager you can view all your campaigns, ad sets and ads,

change your bids and budget and download reports

Ad Manager

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Relevance Score

• How to improve your relevance score – Be more specific with targeting – Consider the

ads image and message – Refresh your ad

– Learn from testing

Benefits of advertising on FaceBook

• As long as you know who you want to reach, Facebook can target those people

• People engage with the content • Its easy to measure your results

What is Instagram?

• Instagram is a fun and quirky way to share your life with friends through a series

of pictures. Snap a photo with your mobile phone, then choose a filter to transform the

image into a memory to keep around forever. We're building Instagram to allow you to

experience moments in your friends' lives through pictures as they happen. We imagine a

world more connected through photos.

• FREE

• Only on mobile (site can be accessed through the web, but photos can only be

uploaded via a mobile phone)

•  Facebook calculates the relevance score to identify how relevant an ad is for a the target audience.

Relevance Score

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About Instagram

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•  400m MAU – global in scope – 75% are outside the US

•  80m photos and videos per day •  Engagement is really strong –

people like 2.5billion phots every day

•  People spend on average 21 min per day on Instagram

•  68% women •  50% iPhone / 50% Android •  Average user spends 21 minutes a

day on Instagram •  90% are under 30 •  Interactions on brand posts are

higher:

About Instagram

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Facebook vs Instagram

• Together – Facebook and Instagram make up the majority of where people

spend their time online (1 in every 5 minutes online is spent on either FB or insta)

• Make them work together

• Shared back end – so advertising is easier

Facebook vs Instagram

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Facebook is a place for connecting with friends and family.

Instagram is for visual inspiration, where people explore their passion in images.

Facebook vs Instagram

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Creating an Instagram Account

• Download the Instagram App on your cell phone

• Instagram account can only be created on a mobile device

• Once the app is downloaded, you can register with Facebook or email address.

Adding posts on Instagram

• Good images are the key to success on Instagram

• Videos; autoplay without sound

•  Take a photo •  Add a filter •  Add a caption (with

hashtags!) •  Upload to your feed •  Crop, add caption, add

location, tag people

How it works

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Building your Instagram Community

• Tell the story

• Communicate directly with clients

• Announce you’re instagram account on FB, business cards etc.

• Connect with the right people à Quality over quantity

•  Using “SEARCH” function in the app, find out which hashtags are relevant to your business.

•  Search for users who are using the same hashtag – and be a good follower!

•  Hashtags can be specific or broad

Hashtags

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•  Very similar to creating Facebook ads – you need a Facebook page •  ‘Use Facebook Ad manager, and when you get to placement, you can

select ‘Instagram’ •  Not all types of ads (ie: Promote Page) are available on Instagram

Using Ads on Instagram

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Objectives of Ads for Instagram •  Clicks to Website •  Website Conversions •  Mobile App Installs •  Mobile App

Engagement •  Video Views

•  The same targeting options on Facebook are available on Instagram: –  Location –  Demographics –  Interests –  Behavior * The only required fields are country, age and gender

Targeting on Instagram

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Using Messaging Tools for Business

Messaging Tools

• Messaging on third party apps that need wifi or 3G internet connection and VOIP

• Great for connecting with clients – on channels they are already familiar with

• Replacing the SMS

• All available on desktop as well as mobile

• Great for clients to ask you specific questions

• Real-time

• Rapid response – communication is open 24 hours per day

• Younger generation is more active on these tools than on traditional social media

• Messaging tools are good for:

– Individual customer assistance – every customer is different.

– IF you are building Bespoke trips for clients, communicating on messenger could be a

useful tool!

– Real time support – there are many situations where real time support is needed!

•  Same measurement tool as Facebook

Measuring Instagram Ads

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– Ordering online: If you have a restaurant, you could consider taking delivery orders by

message

– Customer feedback

– Team communication and coordination

Always introduce yourself when using Messenger.

Always be responsive

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FB Messenger

• Facebook wants to keep people on their platform (instead of having people converse

over email) – therefore the messenger tool is very sophisticated

• Page owners can respond to anyone who has commented on their page

• Email addresses of fans are not available to page owners

• You want to encourage potential clients to contact or message you, so you can provide

them with any details they need

FB Messenger

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Messenger:

•  You must enable messenger

FB Messenger

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•  Configure message settings: –  You can display a response time

(in About section)

FB Messenger

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• Facebook ads bits of information about followers who message you on the right hand

side.

• It also allows you to save information about them

• This is a good practice, if you have more than one member of your team working on

answering messages.

Whatsapp

• Guess who owns What’s App?

• 1B MAU

• Replacing SMS – whatsapp accounts are connected to phone numbers

• Calling and video also available

• Whatsapp allows you to do text messaging along with images and videos

Whatsapp marketing

• Share your whatsapp contact details on your website and other platforms

• Use whatsapp only to respond to someone who has contacted you

• Respond immediately

• Mention the times of day (and time zone) that you are available in your status

• WhatsApp video case studies X2

Viber

•  Free messaging service –  Text, images and video –  Viber Games –  Synchronizes with phone contact book – so not need for a account

•  Owned by Japanese company Rakuten •  700m each month – strong in Asia •  No advertising – revenue comes from:

–  Stickers –  Viber-out calls

Viber

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The future

• The world mostly uses Facebook Messenger and WhatsApp

• Right now, messenging is ‘pull’ marketing

• In the future, it could be ‘push’ marketing – and Facebook could allow you to contact fans

by giving you a reason to do so

Disclaimer: This document is the output of The Business Innovation Facility (BIF) project which is funded by the UK Department for International Development (DFID). However, the views expressed and information contained in it are not necessarily those of or endorsed by DFID who can accept no responsibility for such views or information or for any reliance placed on them. This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. The information contained in this publication should not be acted upon without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, no organisation or person involved in producing this document accepts or assumes any liability, responsibility or duty of care for any consequences of anyone acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.

•  Public Chats with celebrities •  A public chat can be viewed by anyone who chooses to follow the chat •  Public chats are only available to certain Viber partner brands and

celebrities

Viber

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