Tài liệu chia sẻ tại buổi offline Facebook Insights của anh Phan Thanh Quân.

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SOCIAL MEDIA MARKETING
Facebook Marketing Measurement
By: Phan Thanh Quan
Co-Founder http://media.younetco.com

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Benefits of Facebook Marketing
Source: www.socialmediaexaminer.com

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Brand Awareness Pyramid
Clients love your brand!
=> advocate your products/services, recommend
other people to join your fanpage/community
Loyalty
Clients prefer your brand, but there are still
other brands to consider
=> engage to your activities, events, share
their thoughts and ideas
Preference
Clients are aware of your brand, but there
are other brands to consider
=> like your fanpage, read your posts once a
Awareness while (listen)

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Building Customer Relationship
- Nurture customer relationship and loyalty
- Reposition your business
Loyalty - Enhance marketing strategy
- Gain insights of fans
- Amplify recommendation and word of mouth
- Build loyalty and deepen relationship
Preference
- Increase traffic, increase fans
- Raise awareness
Awareness - Drive preference and differentiation

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How to run a Facebook campaign?
1. Planning
2. Preparing
3. Executing
4. Evaluating

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How to run a Facebook campaign?
1. Planning
• Define clear objective: attract fans, engage fans, drive traffic to website,
increase sales through promotion, ..
• Define measurable KPI: # fans, # talking, # traffic to website, #
conversion rate, # sales volume, demographic
• Choose campaign type: photo contest, coupon, sweepstakes, mini game
• Plan resource:
– people
– budget (operation & prize & ads)
– technology (apps & tools)
– PR & Activities

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How to run a Facebook campaign?
2. Preparing
• Campaign mechanics: rules and conditions, how to participate, how to
judge, prizes, schedule
• On Fan Page: build Tab contents for the campaign using Facebook App
• Report template: detailed expected report contents during and after
the campaign (crucial to measure KPI & participant insights)
• PR & Ads activities:
– Facebook Ads, Facebook Influencers, Hot Fan Pages
– CPC, Forum seeding, Email marketing, Online PR
– Newspaper, Banner, TVC, ..

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How to run a Facebook campaign?
3. Executing
• Announce the campaign, execute PR & Ads
• Engage participants through posts & comments on wall & tab
• Monitor campaign performance & adjust if necessary
• Judging and closing

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How to run a Facebook campaign?
3. Executing

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How to run a Facebook campaign?
3. Executing

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How to run a Facebook campaign?
3. Executing

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How to run a Facebook campaign?
4. Evaluating
• Analyze campaign performance
• Evaluate against KPI
• Lessons learnt

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Facebook Apps
• Prebuilt apps (aka: ready apps/packaged apps)
– Provide common functionalities, meet 80% - 90% expectation
– Very affordable price compared to custom apps
– Zero development time
– Customizable fanpage look and feel
• Custom apps
– Tailored to meet 100% expectation
– Very expensive
– Time consuming to develop
– Require management effort

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About YouNet Media
• YouNet was founded in 2008
• US company with > 100 staffs
• HQ in HCMC, 2 Offices in US and UK
• One of the largest niche social network providers globally
• Main services:
 Niche Social Network Solutions
 Social Marketing Solutions (YouNet Media)
 Social Network Research and Development

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Contact YouNet Media
• Website: http://vn.media.younetco.com
• Facebook: http://www.facebook.com/YouNetMedia
• Email: media@younetco.com
• Address: 7/1 Thanh Thai, Dist. 10, HCMC
• Co-Founder: Phan Thanh Quan
• Facebook: http://www.facebook.com/quietvn
• Email: quanpt@younetco.com

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Thank you!