About Conversion Hub - Accolades
Conversion Hub is an Award Wining Agency that help clients become the
No.1 in their market.

•Government vendor (S6) for web projects up to S$3 million .

•Vendor of Choice to nearly ALL government agencies including HDB, NEA, MINDEF, NHB,
Prime Minister Office, Singapore Pools, Sentosa, NUS, SMU

•Preferred Agency to MNCs including SingTel, Philips Electronics, Packard Bell, Microsoft,
Bayer Healthcare, Cornell

•Digital Advisor to Direct Marketing Association of Singapore (DMAS)

•Social Media Partner to Franchising and Licensing Association (FLA), Singapore Book
Publisher’s Association (SBPA), Singapore Timbre Association (STA), Singapore Vehicle Traders
Association (SVTA), NUS Global Alumni Association (GANO)

About Conversion Hub – Major Clients
Preferred partner to MNCs, Government Agencies & SMEs

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Agenda

1. Online Marketing Overview
– Where do we find our customers online?
– What type of marketing activities can we carry out online?

2. Social Media Marketing
– Facebook Marketing
– Facebook Management

3. Q&A

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Online Marketing Overview

“I’ve got a website / Facebook Page / <insert web property>
… why do I still have to market online?”

• Over 1 trillion webpages in the
internet

• Your business is lost like a needle
in a haystack

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Online Marketing Overview

Establish strategic assets for
Who are my customers? outreach (Facebook page,
Where are they? mailing list)
Who is spreading the word?
What customers think about me?
1.Discovery & 2.Asset
Identification Creation

Which online channels work better?
4.Reporting Tactical level activities :
What is my cost per acquisition?
What is the life-time recurring value 3.Marketing • Search engines marketing
per customer? & • Social media outreach
How many books do they buy from & Outreach (Facebook, Twitter, Youtube)
you?
Monitoring • Online communities outreach
(forums, blogs)
• Digital PR
• Email marketing

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1. Discovery & Identification

1.Discovery & 2.Asset • Where can I find my customers?
• How do customers discover my brand online?

• Who is spreading the word about my service?

• What do my users think about product?
4.Reporting
3.Marketing
&
& Outreach • Start by asking who is your target audience
Monitoring

We act and behave in groups online across social networks. You must
understand the community dynamics that surround your customers if you want
reach out to them online.

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Source :
Experian Hitwise

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Survey of 315 respondents

Ask how your customers discover your brand

Disclaimer: Application may vary depending on genre, publisher type, size of
CONFIDENTIAL publisher, and other parameters

Different type of influencers

SME bloggers Friends & family who
(how do we reach drive many decisions
out to them?) (who have typically been
Peer ignored by businesses)
Social
Influencers
Influencers

Key Influencers

Straits Times food
review
(who traditionally get
the most attention) Do you know who the influencers are for your
products and services?

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Peer influencers – friends and family
connected to readers online

Social influencers – subject matter
experts in verticals

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Example: Who are the social
influencers for recipe books?

Facebook Pages on recipe
sharing Forum threads discussing about cooking

Blogs on cooking and
recipe sharing

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2. Asset Creation

1.Discovery & 2. Asset Develop strategic assets for outreach:
• Social media profiles
(i.e. Facebook Page)

• Influencer network
(Blogs, Forums, Book review sites)
4.Reporting 3.Marketing
& Monitoring & Outreach • Email list
(Consumer database)

• Affiliate network

Strategic assets are essential for businesses to develop a competitive
advantage in their market. It is valuable, scarce, not easily replicated and has a
lack of close substitutes.

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2. Asset Creation
Why create strategic assets?

• Reduce reliance on paid advertising channels and reduce cost of
marketing
• Paid advertising is expensive and you have to rely on them and pay
each time you advertise
• Traditionally online marketing through strategic assets have the
lowest cost per acquisition and the highest return on investment

• You own the asset and it grows in value over time
• Your Facebook page, email list, influencer database is a marketing
tool that you own
• As you run more campaigns, your asset grows in size, value and
impact

• Reduce reliance on upstream and downstream partners
• Through online marketing assets, businesses can drive awareness
and sales independent of retailers

2. Asset Creation
How do I group my assets?
“ Should I create a Facebook page for every brand? “

• Is there an existing brand identity to adhere to?
• Is the target audience the same (demographics, psychographics, persona)
• Do we have sufficient resources to manage?

1st level Company

2nd level Brand Brand

3rd level Geography Sub Brand

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2. Asset Creation
Key Take-aways

1. Identify your target audience

2. Find out who are the influencers

3. Reach out to them

4. Start building your assets today

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3. Marketing & Outreach

1.Discovery & 2. Asset Tactical level marketing activities:
• Social Media marketing

• Facebook marketing

• Search engine marketing
4.Reporting 3.Marketing
& Monitoring & Outreach • Digital PR

• Email marketing

• Affiliate marketing

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Why Market on Facebook?
86% of consumers research online before purchase
People don’t only go to one source online when they
making a decision.

• They search Google, they visit multiple review sites, they ask
their friends and they visit your website.

78% of people trust consumer recommendations
• We just don’t trust advertisements. We trust what our
friends say.

Source :
Nelson Global Trust in Advertising Survey, 2007

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Social Media increases likelihood to buy by 51%

• People who like a brand on Facebook are more likely
to buy and recommend.

Facebook is No.1 Social Media website in Singapore
& in the World Source : eMarketer, 2011

• Facebook reaches 2.9 million Singaporeans
• Singaporeans spend up to 1 hour on Facebook as compared to 15 mins on
newspapers and 30 mins on TV

Facebook is viral. You reach out not only to your Fans , but also to their
friends.

• An average user has 300 – 500 friends
• If you have 5,000 Fans, you can reach out to 1.5M people

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Reasons why consumers join a Facebook Page

• To let my friends know what products I support (41%)

• To receive coupons and discount offers (37%)

• To research products or services I am interested in (36%)

68% highlighted that positive referral from a Facebook friend makes them more
likely to buy a specific product or visit a certain retailer

Source : Retail Customer Experience 2010
Study Size: 1000

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Source : Socialbakers, 2012

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What are Businesses doing on Facebook?
1. Public Relations
2. Customer Support
3. Market Research
4. Brand Marketing
5. Promotions
6. Consumer Education
7. Sales
8. New Product Development
9. Customer Relationship Management
10. Recruitment

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Businesses are going on Facebook to get customers

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Businesses are engaging and interacting with their fans

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Facebook Marketing Overview

1. SETUP & DEVELOPMENT

2. ADVERTISING & OUTREACH

3. REPORTING & MANAGEMENT

4. FAN ENGAGEMENT

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Facebook: Setup & Development

• Custom Designed Page & Tabs
• Contest Development
• Viral Sharing Integration
• QR code deployment
2. ADVERTISING & OUTREACH • Application Hosting


4. FAN ENGAGEMENT

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Custom Designed Facebook Page & Tabs

• Timeline Cover Photo

• Organization Profile

• Profile Picture • Contact Form
• Custom Tabs
• Contact Form
• Video Gallery
• Registration Forms
• Testimonial Wall
• Promotions

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Testimonial Wall Contact Us Tab

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Directory of outlets Interactive Menu

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Instagram
Pinterest

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Other Tabs for Consideration

• Ecommerce Store
• Catalogue
• Retail Outlets
• Video Gallery
• Registration Forms

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Facebook Promotions

Contests Sweepstakes

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Facebook Promotions

With promotions, you can…

• Get more Fans, leads and customers – faster and at a lower cost

• Learn more about your Fans so you can convert them into buyers

• Let your Fans do the marketing for you - give them a reason to share your Page
with their friends & social networks

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Promotions: Fan-gated Deals

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Promotions: Fan-gated Coupons

Before “Like” After “Like”

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Promotions: Contests

Before “Like” After “Like”

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Contest Development

Users have to like your page before
participating in your survey

Where did you first learn about SMU’s programs?

Online Ads
Print Ads
Facebook
Others

Contact details such as email and
phone are captured for your
marketing database

When users submit, they are
prompted to share with their friends
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to increase their chances of winning

Contest Development

1

2
Help me increase my chances of winning. Participate in SMU’s
survey!!

Where did you first learn about SMU’s programs?

Online Ads
Print Ads
Facebook
Others 3

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Contest Development

Types of contests :

• Quiz Contests

• Caption Contests
• Book Reviews
• Recipe Submission

• Photo Upload Contest
• User Generated

• Video Contests

• Favourite Picks

• Surveys

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Contest Development

Essay Contest
Quiz Contest
Recipe Submission

The success of a social media contest, as measured by participation, comes down to
two basic factors: the effort required to participate and the value of the reward.

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Contest Development

• Facebook Promotion Guidelines

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QR Code Deployment

• Drive offline users to your online contests with QR ready campaigns

• Display your QR code in your offline promotional materials, book covers,
premiums

• They can be made to lead to your titles list, or directly to an ebook, or to any
of your web locations

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Facebook: Advertising & Outreach

• Facebook Outreach Tools
• Banner Ads
• Sponsored Stories
• Offers
• Influencer Marketing
• Within Facebook
3. REPORTING & MANAGEMENT • Outside Facebook

• Email Marketing
4. FAN ENGAGEMENT
• Converting Offline to Online

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Facebook Banner Ads

• Facebook banner ad management
• Facebook ad copy, banner creation
• Bid Management & Targeting
• How much does it costs?

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Facebook Sponsored Stories

Stories allow advertisers to augment viral
buzz by giving greater distribution and
visibility to posts that endorse their
organization or business.

When a user checks in to claimed Place, Likes a
Page, or shares content to the news feed from
an application that has paid for Sponsored
Stories, that activity may appear as an
advertisement to their friends.

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Facebook Offers

Bring people to your business with an offer they can claim and share with their
friends.

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Best practices for Ad Management

•Change Ads frequently to combat viewer tiredness. If possible, pause the ads
when they tire to 25% of the original CTR

•Ask users to like you in the ad. Creating an in-line like – meaning that they can
become a fan without ever having to go to your page

•Targeting friends of connections increases the relevance of your ad. The
downside of the Friends of Connections targeting selection is that it narrows the
field of potential ad impressions down by a significant percentage.

•Test ads frequently with different ad copy, call to action, banner images.

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Influencer Marketing – Facebook Pages

Partner with Facebook pages that reach out to audiences that are similar to yours!

Example of how our
Facebook partners will
share your Facebook page

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Influencer Marketing – Blogs & Forums

Virally promote your Facebook campaign on popular social networks, forums and blogs
through your network of influencers. Kickstart your social campaign outside of Facebook and
watch your interaction multiply.

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Email Marketing

• Build up your email list today
• Update customers of the latest promotions

• Big Contest promotes your Facebook contest
to our list of over 50,000 active consumers
who are keen in learning about our partner
promotions and deals.

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Converting Offline to Online

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Facebook: Reporting & Management

• Performance Indicators & Results
• Return on Investment (ROI)



4. FAN ENGAGEMENT

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Performance Indicators & Results

• No. of likes

• Impressions

• Talking about this

• Click-throughs

• Mentions & Citations

• Conversions
• Leads captured
• Contributions
• Purchase

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Authenticity of Fans

So what is the lesson? Simple: it’s a bad idea to get
fake likes. There are no real users behind the
accounts and you might find your Facebook page
suspended.

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“Setting up a Facebook
Page is NOT a social
media strategy”

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Facebook: Fan Engagement

1. Content Management
2. Comment Management



4. FAN ENGAGEMENT

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Content Management: Conversation Calendar

• Setting up the Facebook Page is just the 1st step.

• To effectively achieve business objectives from Facebook, businesses have to
manage fan engagement through regular posting of content and information.

Why?

1. Build brand awareness and loyalty – By increasing fan engagement and
interaction on the page

2. Increase viral outreach – By getting fans to share the client’s content to their
friends

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A conversation calendar is a valuable tool that can organize and streamline the
planned initiatives.
• List media and frequency of all your social media activity
• Budget time and assign tasks to team members
• Schedule social media events/promotions to leverage brand initiatives
• Facilitate and plan a consistent conversation with fan page members

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How to set up your conversation calendar
1.Start with an annual calendar. Fill in the key events that are relevant to your
users and business

• Major holidays
• Major events (e.g. Singapore Restaurant Week, Children’s Day, GSS)
• Company specific events ( e.g. New outlet opening, in-store promotions)

2.Drill down to the monthly view. Craft messages or promotions around these
events listed
3. Set up a spreadsheet with monthly worksheets, and create columns for the
post date, day of the week, content bucket, content reference and actual
Facebook posts.

Posting Date Day Content Bucket Reference Facebook Posting
5 Sep 2012 Mon Announce new NEmation Competition registration opens this Wednesday at
product 5.00pm. Be sure to visit www.nemation.sg to register
with your team!

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The best way to engage your fans is to offer something valuable on a consistent basis.
8 types of post generate high engagement:

Type Description

Be helpful Provide news & info that your audience appreciates. Post should be relevant to the
organization yet not direct sell.
Be funny Share jokes, stories or musings that reflect your personality. E.g. “Horrible photo of
the day”
Love your fans Recognize your fans. Thank them and congratulate them on the wall. Tag winners
or contributors.
Invite fans to events Fans can RSVP and share with their friends. Do not limit to offline events.

Announce new products Share new product or event announcements. Show behind the scene footage or
previews.
Provide special offers Give fans early or exclusive access to deals, offers, to thank them.

Ask fans to weigh in Engage your fans and let them know you value their opinions about your product or
service. Post a question on the wall or create a poll.
Get personal Share tidbits of personal information that help build trust. Show photos of staff
celebration and other authentic sharing.

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Track the performance of your postings

• When is the best time to post?
• What is the best type of postings?
• When is the best day to post?

Number of shares

Number of likes

Number of comments

Number of people who
saw the posts

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Content Management: Edgerank

What is EdgeRank?

EdgeRank is the Facebook algorithm that decides which stories appear in each
user's newsfeed. The algorithm hides boring stories, so if your story doesn't
score well, no one will see it.

The first thing someone sees when they log into Facebook is the newsfeed. This
is a summary of what's been happening recently among their friends on
Facebook.

Every action their friends take is a potential newsfeed story. Facebook calls
these actions "Edges." That means whenever a friend posts a status update,
comments on another status update, tags a photo, joins a fan page, or RSVP's
to an event it generates an "Edge," and a story about that Edge might show up
in the user's personal newsfeed.

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Content Management: Edgerank

• Post content that generates the most interaction (Shares, likes, comments)

• All those likes and comments will increase the Affinity Score between each
fan and your page, boosting how many fans see your status updates in their
newsfeed.

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Content Management: Tools & Resources

Facilitating content management with Hootsuite

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“How should we respond
to comments on
Facebook? ”

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Comment Management

• How should we respond to social media comments?
• Can we just switch off comments on my Facebook wall?
• How fast do we need to respond to enquiries?

Lay the foundation for a good customer service experience

• Develop a social media response policy - how we respond, tone of
voice, time to response
• Educate your team - establish roles and ownership for responding to
comments
• Establish guidelines for users – let users know the Terms of Use
• Ensure follow-through - Monitor SLAs

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Comment Management : Response Policy

Have a Plan - Create your own
social response policy, specific to
your industry and brand

Comment Management : Response Policy

Type Response
Complaints about a Apologize. Ask for more information so you can
one-off bad experience investigate the issue. Try to take it offline (via PM or
email) and offer assistance.
Multiple complaints Hear them out. Ask them to help with a solution. Then
about the same issue do something. Apologize publicly and announce the
steps taken.
Factually incorrect Politely reply with the correction. Encourage other
statement customers to weigh in their experience.

Negative opinions It’s hard to refute subjective statements. Find out the
about your brand reason behind the statement.

Troll Comments Inflammatory message with the primary intent of
provoking readers into emotional response. Ignore or
delete.

Comment Management : Response Team Guidelines

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Comment Management : Leverage on Technology

• Dedicated customer service application to
handle comments or questions

• Takes complaints off the newsfeed and
collects all necessary information

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Comment Management : Leverage on Technology

• Leverages on network effects in customer
support through a social knowledgebase

• As your community grows, so does the
collective knowledge about your products
and services

• Popular topics become FAQs, great ideas
get promoted up, and problems affecting
many are addressed in one place

• Cross-compatibility- extend social dialogue
across channels. Let users choose which is
their preferred channel

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Comment Management: Handling Complaints

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Comment Management: Spreading Positivity

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Comment Management: Answering request for information

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Comment Management: Giving Guidance & Advice

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Contact Details

Eugene Sim
Conversion Hub

Email : eugenesim@conversion-hub.com
Mobile : +65 90254725
Tel : +65 6844 3935
URL : www.conversion-hub.com

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