Talk 2: How to optimize your social media campaign?

Social media is an engagement channel (build connections)

1. Integration
2. People before platforms
3. Think mobile
4. People are more emotionally connected to their phones (purpose and value, tailor the experience, adapt content, cross screening)
5. Converse instead of broadcast

Basic content creation in social media:

1. Consistently quality content (consistent post)
2. Compelling story
3. Will it inspire or force
4. A reason to care
5. Is it relevant to your audience
6. Is there a rich, high quality image
7. Highlighting the product in an engaging way

Focus on psychology of your target market

Emotional triggers (what your audience want you to feel)

Micromoments- intent driven moments need to know, go to, buy

Topical content- newsworthy, ties into a moment in time, relevant

1. Choose general themes
2. Consider potential outcomes
3. Resource adequately

Evergreen Content- long lasting, efficient

How content work for you?

1. Awareness
2. Interest
3. Consideration
4. Conversion
5. Advocacy

INFLUENCER MARKETING-
integrate all campaigns
Spread across platforms
Build relationships

Data- collect and analyse

Social media changed how people make decisions

Real time
Relationship driven

Social intelligence- more than the channel, it is about the consumer

Descriptive- understand behavior

Predictive- trend watcher to identify what your customers care about

Pre emptive- early warning signs for threats and opportunities

Listen more, talk less

Reach
Relevance
Resonance
TALK 3:

Awareness (Traditional Marketing) Facebook/Google

Acquisition (Traditional Marketing) Dinner/Movie Date Initial Content/Get them to subscribe, Qualification Forms
Activation- engagement (Digital Marketing) Show your value
Retention- revisits (Digital Marketing) Succeeding Dates Email Newsletters & Retargeting (Lazada), Discount and Offers
Revenue- (Digital Marketing) Become Together
Referral- (Digital Marketing) Brags about you to his/her parents

Accounts Based Marketing- eg LinkedIn export/download emails

Lead Magnet- valuable information (b2b)

B2C
Artificial urgency- generate a sale soon (eg purchase after 11:39.00)

Social Proof- reviews

Convenience- cash outlay

Risk Reversal-

B2B
Free- installation, delivery

FACEBOOK AD MANAGER: businessfacebook.com

Campaign- advertising objective
Ad Set- target (male/female, target parameter)
Ad- images, videos

CAMPAIGN OBJECTIVE: top three

Traffic-visitors on the site
If B2B- Lead Generation
Conversions- tracking code (word press/shopify e-commerce platform)

Wi-Fi mode- resting/buying mood

Facebook cheat sheet

Measure and report>Pixels

Twitter and Pinterest- worst platform for advertising, small channel for marketing purposes
LinkedIn- expensive

Retargeting- install the pixel (need developer)

Check audience>website traffic>

Check audience> fb page/ig page> create a custom audience for retargeting without a pixel

Birth cert
Photocopy valid id
Credit background
TALK 4: 4 steps to build your content marketing plan
1. Know your audience
How you profile beyond demographics?
Demographics are not as important
Eg. Kitkat

2. Plan your content

Not product, not brand
Give useful relevant information
(register now, buy now, promo- starting to be irrelevant)
Eg. Trash isles

3. Come up with an execution strategy

Facebook- announcements
Twitter- conversational
Instagram- visual thematic
Youtube- Content creation
Email- reminders
Eg. Burger king

4. Measure your results

Facebook as media platform
Organic reach for facebook is dead
Eg. Van gogh’s bedroom

Not an overnight success, it takes time and effort

Corruption Detector (video) App in Brazil

TALK 5: MOBILE MARKETING

Digital Trends:
1. Smart phone driven digital growth
62 million active mobile internet users in PH

2. Age of the big 5- new oil/asset

e.g. The 5 biggest tech firms
Amazon Prime Air

3.
4. The Shift in Digital Ad Spend
5. Offline to online traffic
6. Unbanked to banked

Mobile Moments:

Know (google),

go (grab),

do (81% fitness apps),

buy (mobile is the priority of google), are you mobile ready?

How to know if your mobile friendly? Google.com/test/mobile-friendly
You need to start accepting new mode of payments
Electronic gift certificate voucher platform
Fb messenger is the 3rd most popular social platform in the country (alternative touch point)

Enjoy (Netflix, hooq, iflix, iwantv),

connect,

share

Mobile specific search ads

Customer journey to know what platforms to use

 TALK 6: ONLINE VIDEO MARKETING

Online video marketing is under the content marketing

1. 2018 Digital Landscape

First moment of truth- influence

Zero moment of truth- google
“Video Snack”
Youtube is overtaking Google as number 1 search engine.
Digital video is the new window shopping
Digital video is the new store clerk
Age of Assistance

2. Secrets for creating successful video:

A. Tell a story, what is my message
B. Keept it short and sweet. Give the best 10 sec
C. Call to action
D. Read and measure

TALK 7: DIGITAL ANALYTICS EFFECT

Marketing funnel: acquisition, behavior, conversion