2019 SITEC E-Commerce Class 301: Social Media Marketing by David Ho

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Marketing is in the middle of an amazing transformation.
It’s algorithms, machine learning, and artificial intelligence
Powers it’s advertising to be incredibly accurate in audience development.

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Online Marketing
Top digital media companies for promoting business
Search Social Video Email Display

3
Social media is one of the key footfall generator for most ecommerce stores today.

Social media audience creation that is aligned to your unique customer segmentation
will provide quality leads.

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Visits Website
Homepage Product PageCategory Page
Retargeting
Audiences
(Website Custom
Audiences)
Website
Audience
Product
Audience
Category
Audience
Facebook
Lookalike
Audience
Website
Lookalike
Audience
Product
Lookalike
Audience
Category
Lookalike
Audience

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Now, with mobile smartphones, that experience is everywhere.
This puts the customer in charge of the buying process.

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Even in brick and mortar, people are holding their phones, scanning barcodes,
chasing deals, and deciding whether it's cheaper to buy online.

12
Online Marketing
Digital Marketing Trifecta – Paid, Owned & Earned
EARNED
MEDIA
PAID
MEDIA
OWNED
MEDIA
ADVERTISING
Pay per click
Display ads
Retargeting
Paid Influencers
Paid content
promotions
Social Media Ads
SHARING
Mentions
Shares
Reports
Reviews
WEB PROPERTIES
Website
Mobile App
Blog site
Social Media
Channels
Propel sharing & engagement
with paid promotion
Gain more exposure to web properties with SEO
and PPC
Leverage owned, earned and paid
media for a comprehensive online
marketing strategy
SEO & brand content drive
earned media (sharing) & traffic

1313
Digital Natives
Gen-Y
Gen-X
Baby Boomers

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A digital footprint is a trail of data you create while using the Internet.

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Facebook
How does Facebook use the data it receives from other websites and apps?
Social plugins & Facebook Login
FB use your IP address, browser/operating system
information, and the address of the website or app
you’re using to make these features work.
For example, knowing your IP address allows FB to
send the Like button to your browser and helps FB
show it in your language.
Cookies and device identifiers help FB determine
whether you’re logged in, which makes it easier to
share content or use Facebook to log into another
app.

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Facebook
Facebook Analytics
IP addresses help FB list the countries where
people are using an app.
Browser and operating system information
enable FB to give developers information
about the platforms people use to access
their app.
Cookies and other identifiers help FB count
the number of unique visitors.
Cookies also help FB recognize which
visitors are Facebook users so we can
provide aggregated demographic
information, like age and gender, about the
people using the app.

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Facebook
Facebook Pixel – Ad Measurement
An advertiser can choose to add the Facebook
Pixel, some computer code, to their website.
This allows FB to give advertisers stats about how
many people are responding to their ads —
even if they saw the ad on a different device —
without FB sharing anyone’s personal information.

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Facebook Marketing Funnels that Drive Conversions and Sales

For many companies, Facebook is something they’ve tried with limited success,
or it’s treated as a channel specifically for creating and maintaining awareness.

Unless you’re a company with an advertising budget the size of Coca-Cola,
we believe this is a massive misuse of a very powerful marketing tool.

Many companies advertising on Facebook start off with inaccurate assumptions.
They move too quickly and even start from the wrong stage within the Facebook
marketing funnel.

This is like going for a kiss in the first five minutes of a first date. 99% of the time it
doesn’t end well. Relationships take time, and trust needs to be earned.

The Facebook audience and consumer mindset are different.
In fact, numerous studies have shown that it takes an average of 6 to 9 customer
touchpoints on Facebook…
People generally don’t visit Facebook actively searching for a product or service.
In fact, numerous studies have shown that it takes an average of 6 to 9 customer
touchpoints on Facebook… before someone is ready to buy.

It’s important to operate in a mindset of “micro-conversions”, moving prospects
through the Marketing Funnel by providing increasing levels of share value.

Social Media Network has provided us the ability to tap into highly targeted
audiences based on engagement levels with your brand has finally married the
buyer’s funnel.

Strap in…Let’s Take a Ride Through the Facebook Marketing Funnel!

31
Marketing Touchpoints for Buyer’s Journey
As a business, you need to stand out throughout the journey a buyer takes.With so many user interaction points and what seems like an endless amount of
channels, you can feel it is overwhelming.
Create a co-ordinated 'always-on' contact strategy for the whole customer
lifecycle to boost conversions and retention.

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This is a buyer’s funnel,
which attempts to analyse
the various stages a buyer
experiences
as they move from limited
knowledge about your
company
to becoming a raving fan.

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This is the Facebook
marketing funnel,
which provides us with the
ability to finally target the
right audience with the right
message,
then measure engagement
as we guide prospects to
purchase.

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Level 1: Awareness
Facebook Marketing Funnel Goal:
To transition our audience from indifference
to general awareness of our company
Audience temperature: Cold as ice.
We spend so much time with our own brands that we tend to forget that
most people don’t even know who we are.

Without brand recognition, trust has to be earned.

At this stage, this very cold audience that has little time for you or your offerings.
This is where you need to break through the ad clutter by offering something of value.

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Level 1: Awareness
Facebook Audience Source Ideas:
• Lookalike Audience based on your website
visitors*
• Lookalike Audience plus Interest
• Prior Video Engagement
• Current Customers from CRM*
• Newsletter Subscribers Email Lists*
• Facebook Fans
*With Facebook Pixel installed, Facebook can create an audience similar to your
customer base, then scale this even further by matching the attributes of your
customers to its vast membership.

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Facebook Pixel - harnessing the power of Facebook
Facebook Pixel, a small piece of JavaScript code that opens a stream of
communication between your website or app with the Facebook advertising
platform.

Once installed, a vast array of options open up within the Facebook marketing
funnel, with features like Standard Events and Custom Conversions.

Standard Events
and Custom Conversions -
the ability to record
important events
used to constantly gauge
prospect engagement
levels
to determine the right
sequence of ads and
messaging.

52
Level 1: Awareness
Bite Size Content Ideas:
• Guides, tips, downloadable PDFs,
worksheets, eBooks
• short webinars,
• blog posts, simple educational videos.
Drive this cold traffic to specific pages on your site that aligns with your customer
segmentation,
and create remarketing lists based on page views, time on site, scroll depth, and other
metrics of engagement.

53
Level 2: Interest
To transition the audience from awareness to
interest in our company and offerings.
Audience temperature: Warm
At this stage, our audience has transitioned to a new level by
displaying interest through action.

Because we’re at Level 2, this is a warm audience.
We identify this stage of the funnel through content at the page view level only.

56
A prospect might have visited a landing page tailored to a specific type of
customer,
or a blog topic addressing a unique need.

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Perhaps this is a product category page, which then tells you even more about the
customer’s commercial intent, enriching the target profile.

59
Level 2: Interest
To transition the audience from awareness to
interest in our company and offerings.
• Ad Clicks & Video Views
• Page View Content
• Video Views e.g. Educational Videos
• Lead Magnet and Landing Pages

Page View Content.
Create audiences based
on specific pages of your
content using a Facebook
standard event or custom
conversion.

63
A lead magnet is a valuable offer that you provide to your prospects in exchange for contact
information such as name and email.
The best way to promote that offer is with a post-click landing page.
Therefore, a lead magnet post-click landing page encourages a reciprocal relationship between
a company and prospect.

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A landing page is a standalone web page, created specifically for the purposes of a marketing or
advertising campaign.
It's where a visitor “lands” when they have clicked on a Facebook ad or similar.

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Level 3: Consideration
To transition our audience from interest in
product or service category level to more
specific product or service offerings.
Audience temperature: Cozy
For e-commerce companies, this is a gold mine, where Dynamic Product Ads can be
published for thousands of items across any device.

66
Level 3: Consideration
To transition our audience from interest in
product or service category level to more
specific product or service offerings.
• Dynamic Product Ads
• Product Page Audience Creation
• Service Page Creation
• Landing Pages
• Product and Testimonial Videos
• Video Views

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Dynamic Product Ads can automatically deploy with the ebb and flow of inventory levels through
dynamic product feeds.
Most of the major e-commerce platforms support this functionality, but it can also be configured
manually.
Activate placements that contain detailed information about specific products the user has
visited. Create an audience based on this engagement.

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Level 4: Purchase
To transition our audience from
consideration at the product level to
purchase.
Audience temperature: Hot
Congratulations! At this point, you have brilliantly guided your prospect down the funnel
by providing incremental value based on the unique characteristics of your customers.

Now, we’ve made it to the cart!
Is it time to celebrate?
Not yet.

Unfortunately, cart abandonment is real.
Traditionally, up to 60-80% of shoppers abandon their carts.

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Facebook Marketing Funnel
Some reasons why shoppers abandon their cart and some suggestions to counter …
Cart Abandonment
Perhaps they were multitasking and
simply forgot to check out.
Could we provide a discount after a
certain period of time to nudge them
over the finish line?

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Cart Abandonment
Maybe they have additional questions and are just
hesitant to pull the trigger?
We could run an ad in the newsfeed that connects
through Messenger to encourage communication
and put any reservations to rest.

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Cart Abandonment
Perhaps there are potential fear factors with
your product or service?
Address it with more helpful videos.

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Cart Abandonment
Perhaps they are weighing options between
competing products.
At this point, you could use more feature-based
advertising or testimonials to reduce any
apprehension.

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Cart Abandonment
Maybe your prospect is just busy and has
forgotten the item.
At this point, we would run “Has life gotten in the
way?” messaging that provides a friendly
reminder and gentle nudge through the purchase.

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Level 5: Loyalty
To transition our customers from purchase to
loyalty, where we become their company of
choice.
Audience temperature: Glowing
It’s at this stage that we begin to create customer lifetime value (CTV), a key metric used
to determine the long-term profitability of our advertising investment.

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Level 5: Loyalty
To transition our customers from purchase to
loyalty, where we become their company of
choice.
• Custom Audiences with Customer File
• Custom Audiences with POS, CRM & Call
Centre databases
Messenger makes it really easy to onboard a new customer to a loyalty and rewards
program. There’s no app to install, customers are already actively using Messenger
and you can drive a customer to a Messenger bot from an ad campaign.

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Facebook Loyalty Marketing
Messenger Bot
Once the customer taps “Get
Started,” they’ll be able to
register for a new rewards
account or link their existing
rewards account.
To register the customer would
just have to provide the bot an
email address and select whether
they’d like to get email updates.
The customer will get a
confirmation email with their
account information and they’re
finished signing up.

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Messenger Bot
If the customer already has a
rewards account they can
simply take a photo of their
existing card or type in the
number on the card and they’re
all set.
That’s it.
It’s a win-win: the customer
can start getting rewarded and
the business can start building
loyalty in about a minute.
Compare that to the cost and
time to get a customer
onboarded in an app.

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Instagram Shoppable Post
For years, one of the biggest challenges for
retailers on Instagram was getting followers to
go from looking at a photo to going to their
website and making a purchase.
That changed in 2017 when Instagram rolled out
new shopping features.
Through Instagram shopping, brands have the
ability to tag specific products within a picture
so users can go directly to a landing page and
buy it.

92
Level 6: Advocacy
To transition our customers even further
from loyalty to advocacy.
Audience temperature: Sizzling
If you can get here, your customers do the selling for you.

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Facebook Advocacy Marketing
Facebook Live
Premiering on Halloween 2016, this quirky
campaign from Tomcat Rodent Control
followed the tropes of horror movies,
but had one major twist: the viewers were
the murderers, choosing how each mouse
character got killed in real time.
Case study summary
• Pest control brand runs seasonal
campaign to boost awareness
• Uses Facebook Live to create interactive
horror film for Halloween with brand at
the centre
• Event reached 2.3m unique users and
21% actively participated in “murdering
the mice”
• Increased Facebook fanbase by 58%

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David Ho
MBA University of
Liverpool
30+ years in Marketing &
Media industry
About David Ho
David’s mission is helping companies in Asia to
adopt & implement digital transformation.
Specialist in integrated marketing & media.
An APAC integrated marketing professional in
marketing communication field with more
than three decades of experience.
His areas of expertise include omnichannel
customer engagement, digitised brand story
strategy, social media marketing, digital media
and mobile marketing.
He provides consultancy and training to
companies in Asia to adopt & implement
digital transformation.
Have trained over 3,000+ sales, marketing,
advertising and media professionals from
Indonesia, Malaysia, Singapore, Australia,
Thailand, Taiwan, Vietnam and Hong Kong.
Digital Marketing Coach

2019 SITEC E-Commerce Class 301: Social Media Marketing by David Ho

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2019 SITEC E-Commerce Class 301: Social Media Marketing by David Ho