Tổng hợp 80+ Báo cáo và Nghiên cứu thị trường, ngành hàng, khách hàng… và mẫu Kế hoạch/Báo cáo PR – Marketing

Toàn bộ nội dung dưới đây được copy từ blog Bếp Thương:

Đây là phần tổng hợp chưa đầy đủ các bản Báo cáo tình hình và xu hướng thị trường, Nghiên cứu về người tiêu dùng, các mẫu lập Kế hoạch và triển khai, báo cáo chiến dịch truyền thông/PR – Marketing mà tôi sưu tập trong năm qua.

Tôi không phải chủ nhân sáng tạo của các tài liệu này. Tất cả đều là các phiên bản Free, đã được chia sẻ trên các hội nhóm về PR – Marketing hoặc do nguồn tin cá nhân của tôi thu thập được, và sẽ có sự cập nhật hàng tháng.

Tôi có đặt lại tên và phân loại theo nhóm nội dung để bạn có thể tự tìm nội dung phù hợp với khả năng, nhu cầu và download.  Tất cả được lưu trên Drive của tôi nên sẽ không bị xóa và không mang virus.

Báo cáo PR - marketing
Preview các file báo cáo, nghiên cứu, kế hoạch truyền thông/ marketing.

Để download từng file, bạn vui lòng click trực tiếp vào từng tiêu đề. Lưu ý: File nào được trình bày bằng tiếng Anh thì tôi sẽ ghi chú luôn cho dễ phân biệt.

Để download tất cả, vui lòng xem phần cuối bài.

Phần 1: Báo cáo – Nghiên cứu xu hướng và tình hình thị trường, ngành hàng, khách hàng… từ 2013 – 2015

Năm 2015

Báo cáo Hành vi Người tiêu dùng Việt Nam trên internet 2015 (tiếng Anh)

Báo cáo Tình hình marketing cho ngành Bất động sản 2015

2015 Internet Trends Report

2015 Search Marketing Benchmark Report

2015 Facebook Vietnam Insights Report

Vietnam Digital Landscape 2015

Năm 2014

Báo cáo Xu hướng Người tiêu dùng và tình hình Quảng cáo ngành Thực phẩm chức năng 2014

Báo cáo Xu hướng Người tiêu dùng Việt Nam 2014

Báo cáo Tình hình thị trường FMCG (hàng tiêu dùng nhanh) Việt Nam 2014

Báo cáo Tình hình thị trường mỹ phẩm 2014

Báo cáo Tình hình ngành Thương mại điện tử Việt Nam 2014

Báo cáo Triển vọng đầu tư thị trường Việt Nam 2014

Báo cáo tổng quan ngành thực phẩm – đồ uống Tháng 3 2014

Bối cảnh cạnh tranh trên nền tảng di động

2014 Digital Consumer Report

2014 Brands Footprint Report

2014 Social Advertising Quarterly Report

Năm 2013

Báo cáo Thị trường Điện máy trực tuyến 2013

Báo cáo xu hướng tiêu dùng online 2013

Nghiên cứu: Sự khác biệt trong hành vi tiêu dùng của khách hàng ở Hà Nội và thành phố Hồ Chí Minh

Vietnam Social Media Marketing 2014 Report

Phần 2: Hướng dẫn, Kinh nghiệm, Tips… dành cho người làm Marketing

Tổng quan và cơ bản về Digital Marketing – by Mr. Tuấn Hà (CEO Vinalink)

Consumer Insight – Thấu hiểu Người tiêu dùng

Quy trình thực hiện Marketing Insight

Marketing đa kênh dành cho ngành Dược

Creative/Content Marketing

Cẩm nang Content Marketing 2014 by Admicro

Hướng dẫn cơ bản về sáng tạo nội dung

Nguyên lý sáng tạo content marketing (tiếng Anh)

Tìm hiểu về Creative Brief

[Tham khảo] Biểu giá sáng tạo nội dung của Agency Ilights

Facebook Marketing

10 điều nên và không nên khi quản trị Fanpage

10 kinh nghiệm sáng tạo nội dung Fanpage

Cách tăng Reach – Notifications cho Group Facebook  – by Mr. Tuấn Hà (CEO Vinalink)

Chiến lược quảng cáo Facebook hiệu quả – by NovaAds

Facebook Marketing căn bản

SEO – SEM- Forum Seeding

Những điều cơ bản về Forum Seeding

Tìm hiểu Google Display Re-marketing (Tiếp thị lại)

Nhập môn SEO – tài liệu hướng dẫn của Google 2008

Email Marketing

Hướng dẫn thực hiện Email Marketing

Email Marketing – áp dụng cho doanh nghiệp

Phần 3: Các file tham khảo Kế hoạch, Báo cáo chiến dịch PR – Marketing

Kế hoạch PR – Marketing năm (file Power point, trình bày ý tưởng, không đi chi tiết về kênh và ngân sách)

Kế hoạch PR – Marketing tháng (file Excel, đi sâu chi tiết về kênh và ngân sách cho từng kênh)

Kế  hoạch PR – Marketing theo quý

Kế hoạch tổ chức sự kiện:

Kế hoạch tổ chức chương trình khuyến mại để tăng cường nhận diện thương hiệu, kết hợp tăng doanh số sales cho các phòng khám

Kế hoạch tổ chức sự kiện kỷ niệm 1 năm sản phẩm (văn bản – file Word: dùng để xin ý kiến chỉ đạo)

Kế hoạch chi tiết tổ chức sự kiện 1 năm sản phẩm (bao gồm các phần: Nội dung chương trình (Agenda), Phân công công việc (Check list), Ngân sách (Budget)….).

Kế hoạch xây dựng và phát triển nội dung cho Facebook Fanpage:

Kế hoạch [chi tiết] Nội dung Fanpage trong vòng 1 tuần

Kế hoạch [dài hạn] Lộ trình phát triển Fanpage trong vòng 2 tháng

Chiến dịch PR – Marketing tham khảo:

Chiến dịch kỷ niệm 1 năm thương hiệu Blue Angel

[Tiểu luận] Chiến dịch PR của thương hiệu nước lọc DANASI

[Tiểu luận] Chiến dịch PR cho thương hiệu Vietfoods

[Tiểu luận] Phân tích chiến dịch Marketing của Coca Cola

Báo cáo PR – Marketing tháng:

Mẫu Thông cáo báo chí  [tham khảo]

Mẫu Brief Copywriting của Agency Ilights

Mấu kế hoạch Adwords

Mẫu kịch bản TVC (thương hiệu VietFoods)

Phần 4: Ebook

22 laws in branding – 22 quy luật bất biến trong xây dựng thương hiệu

Đánh cắp ý tưởng – Marketing Secrets của Steve Cone

Pr và Quản lý khủng hoảng

Cẩm nang cho người chăm sóc khách hàng (2014)

Nguyên lý sáng tạo Content Marketing (tiếng Anh)

Content Marketing Strategy Checklist 

Email Marketing – working with automation internal 

Hàng tháng, tôi sẽ cập nhật các báo cáo, nghiên cứu, bản mẫu (Template) mới thành bài viết mới trên blog.

Các tài liệu này có thể dễ dàng thu nhặt trên các Group Facebook hoặc website của cộng đồng Marketing – Communication nên bạn có thể chủ động sưu tầm.

Vui lòng không comment nhờ tìm hộ báo cáo vì tôi cũng chỉ là đứa đi xin thôi ;))

Link các Report, Ebook và tài liệu MKT: https://drive.google.com/open?id=0BzHsZu21mWApa1NKZmdvZjdvak0
Link các bản mẫu Template KH, báo cáo…:
Advertisements

Promote Your Business on Facebook – 8 Actionable Ideas

Source: http://cjgdigitalmarketing.com/

Author: Jomer Gregorio

With over a billion active users, Facebook is by far the largest social networking channel in the world. Hence, business owners, whether they own a small enterprise or a large corporation, can’t afford not to use Facebook for brand promotion.

A good presence on Facebook can help companies engage their fans and grow their business. But with plenty of ways to do so, and with the social media giant steadily rolling out numerous updates and new features, it is difficult to know where to begin.

If you want to know you can use Facebook to grow your brand, here are 8 creative and actionable ways to promote your business in the social media platform.

Create and Optimize Your Page

Facebook notes that a business page is what makes a brand discoverable, connected, timely, and insightful. Think of your Facebook page as your social media home base — or as an extension of your business.

Your Page is an extension of your business. It’s an easy way to share updates and more with the people who matter most. It’s ready to help you engage your customers on desktop and on mobile. (source)

It is basically like a personal Facebook profile, only it is for brands and businesses. To be able to interact with Facebook users aka prospective customers, you will need a page that reflects your brand. Use your brand logo as the page’s primary photo, select a cover photo that showcases your product or service, and type a couple of snappy and interesting sentences describing your business and the things you do.

petflow FB page

Once a comprehensive business page has been set up, request a personalized orvanity URL. Typically, it appears in the following format:

petflow vanity url

Images Source: Petflow Page

Don’t Buy Fake Likes, Go With Quality Likers

Sure, you have tons of page likes. But how many of those likers have actually interacted with your posts?

Fake Facebook likes — or the likes a page or post gets from fake accounts or people without genuine intent of ever interacting with the business or purchasing their goods — are probably the worst thing that can happen to your business, particularly if those likes were bought.

Remember: buying likes gives fake results. In an article, Facebook site integrity engineer Matt Jones stresses that what people and businesses in the social network want are real connections and genuine results, which is why their service has a “strong incentive to aggressively go after the bad actors behind fake likes.”

He further points out that those who buy fake likes will not earn authentic results and “could end up doing less business on Facebook if the people they’re connected to aren’t real.” Facebook is focusing their efforts on ridding its platform of fake likes and financially motivated companies that turn to this fraudulent operation, so steer clear of it.

Install Facebook Buttons on Your Website

Facebook “like” and “share” buttons makes sharing your posts easier for your customers, hence it is an essential part of social media brand promotion.

cocacola social

Images Source: Coca-Cola

Entrepreneur.com notes that “you don’t need to be a coding wiz to embed a button on your website.” You can easily install the buttons on your main site, your blog, and wherever possible. Doing so improves your chances of earning a fuss-free fan and the likelihood of turning traffic into sales.

Check out this page for the complete list of social media plugins for Facebook:https://developers.facebook.com/docs/plugins/

Engage Potential Customers via Facebook Groups

Don’t just create a Facebook group, get tons of people to join, and then simply flood them with links to your site. Like content creation, it is important to offer your audience value and engagement. Keep in mind that Facebook groups should not be about the business. Rather, it should be about its members. Once you learn how to provide value to your community, engagement ensues.

In a blog post,AARON LEE of Post Planner suggests communicating with your brand’s biggest fans. “The strong relationships you have with your top advocates & brand ambassadors are invaluable. And a group like this lets your advocates connect with each other,” Lee further states.

Don’t Spam Your Products or Services, Share Interesting Stuff!

Modern content marketing methods no longer call for a business to ‘hard sell’ their services and goods. If anything, bombarding your followers with content that solely revolves around your products and services can turn them away.

Shake it up a bit. Instead of the boring, in-your-face marketing approach, publish interesting, informative, and visually rich content that your audience would want to like, comment on, and share to their friends.

the north face fb pageThe North Face publishes and shares tons of interesting posts on Facebook.

Share Your Useful Blog Posts

Today’s consumers are looking for educational and informative content — the ones that solve their concerns or widen their knowledge base. According to Entrepreneur.com, creating factual and engaging content “will position your brand as a source of information, securing a following.”

Instead of viewing your page as a mere sales and marketing platform, treat it as a vehicle for providing exemplary customer service.

Interact with Related Pages

Do not confine your business page to only the stuff you publish; share, like and comment on useful content from other industry influencers as well. Similarly, don’t hesitate to like pages of other brands related to your business, as what Tide does.

tide related pages

On top of leveraging your marketing efforts, acknowledging or sharing other’s work may encourage them to return the favor and like your page and share your content with their followers, too. In short, interacting with pages related to yours can earn your business better visibility on Facebook.

Use the Advertising Platform

Advertising on Facebook has received mixed feedback. Some advertisers on Facebook complain about the bouts of non-genuine likes they get from their Facebook ads while others find success in the same path. The key to ensuring your ads receive the clicks they deserve is by creating an engaging copy with eye-catching images, knowing the exact demographic to target and providing the most suitable offer for maximum conversions.

Web Marketing Today also recommends using the Facebook Carousel Ads creatively.

fb carousel

Image source: WebMarketingToday.com

Unlike standard Facebook ads, carousel link ads allow multiple links and images to be displayed in a single ad which results in a decrease in cost per acquisition and cost per click, making it a powerful tool for promoting your brand on Facebook.

Have you been using Facebook for your business to its fullest potential? What other actionable ideas would you recommend? Comment below!

Google Alerts là gì? Hướng dẫn sử dụng Google Alerts

Bài viết copy từ webgiarehn.com

Nếu các bạn thường sử dụng dịch vụ của Google như Gmail, Google Analytics, Trends… chắc hẳn đã nghe tới Google Alerts – một công cụ miễn phí cho phép theo dõi kết quả tìm kiếm liên quan đến từ khóa nhất định qua email.

Google Alerts thường được các SEOer và các chuyên viên Internet Marketing sử dụng vì những lợi ích thu được. Tuy nhiên, ngay cả khi bạn không làm SEO hay Marketing thì việc biết khai thác hiệu quả công cụ này, bạn sẽ nhận được rất nhiều lợi ích trong việc theo dõi các nội dung trên Internet. Với mục đích giới thiệu công cụ này đến với tất cả mọi người, webgiarehn.com xin đưa ra những lợi ích của Google Alerts:

  •     Theo dõi nội dung hot trên internet một cách nhanh và an toàn nhất
  •     Hỗ trợ hiệu quả để tìm kiếm khách hàng tiềm năng trên Internet
  •     Theo dõi các xu hướng người dùng và thị trường để lên chiến dịch marketing
  •     Tìm kiếm các thông tin nổi bật mỗi ngày (chương trình giảm giá, vé máy bay giá rẻ, laptop mới, mốt mới…)
  •     Theo dõi ý tưởng viết bài hay một ý tưởng sáng tạo dễ dàng
  •     Theo dõi các đối thủ cạnh tranh
  •     Phát hiện spam trên website hiệu quả
  •     Hỗ trợ SEO…

Hướng dẫn sử dụng Google Alerts:

Sau khi đăng nhập gmail bạn truy cập vào Google Alerts, bạn sẽ nhìn thấy một form nhập liệu như thế này:

  • Truy vấn tìm kiếm: Đây là nơi bạn nhập truy vấn tìm kiếm để theo dõi, các bạn có thể sử dụng những lệnh tìm kiếm nâng cao của Google.
  • Loại kết quả: Chọn loại nội dung của truy vấn tìm kiếm. Ví dụ như Tìm kiếm, hình ảnh, tin tức, video hoặc là tất cả.
  • Tần xuất: Chọn mốc thời gian mà bạn muốn nhận thông báo. Mỗi ngày hoặc gửi ngay khi có kết quả mới được cập nhật.
  • Số lượng: Chọn số lượng kết quả gửi về email, bạn có thể chọn chỉ nhận các kết quả tốt nhất hoặc tất cả các kết quả liên quan đến từ khóa tìm kiếm.
  • Gửi tới: Cuối cùng là chọn email mà bạn muốn nhận thông báo.

Bạn cũng nên biết rằng bạn có thể tạo bao nhiêu alerts tùy thích và có thể quản lý nó tại trang quản lý alerts

Thủ thuật sử dụng Google Alerts hiệu quả:

webgiarehn.com sẽ đưa ra một số ví dụ gợi ý cho bạn theo dõi nội dung tìm kiếm trên Internet hiệu quả với Google Alerts, bạn có thể tự tạo ra một số truy vấn của riêng mình từ những ví dụ ở dưới.

Ghi chú lệnh tìm kiếm nâng cao:

*: Đây là lệnh hiển thị một nội dung bất kỳ vào chỗ bạn đặt dấu *. Ví dụ tôi sử dụng truy vấn * thiet ke web gia re thì kết quả tìm kiếm có thể trả về những kết quả như trung tâm webgiarehn.com thiết kế website giá rẻ, webgiarehn.com tốt nhất tại Việt Nam…v.v…

“từ khóa”: Đây là lệnh lọc câu trong kết quả tìm kiếm. Giả sử bạn tìm kiếm với từ khóa vé máy bay giá rẻ thì kết quả tìm kiếm có thể trả về những kết quả như vé máy bay..abcd….giá…abce.abcd…..rẻ chứ nó không đứng cạnh nhau thành một câu như vé máy bay giá rẻ. Lúc này bạn chỉ cần thêm cặp dấu ngoặc kép vào truy vấn tìm kiếm là được.

OR hay |: Nghĩa là lọc một hoặc hai nội dung có trong truy vấn tìm kiếm. Giả sử bạn tìm kiếm với từ khóa máy tính OR điện thoại giá rẻ thì kết quả có thể trả về là máy tính giá rẻ hoặc điện thoại giá rẻ hoặc máy tính và điện thoại giá rẻ.

site:domain.com: Nghĩa là lệnh tìm kiếm các nội dung trong một website cố định. Ví dụ: site:webgiarehn.com

intitle: Tìm kiếm trên tiêu đề website.

allintitle: Tìm kiếm trên tiêu đề website và bắt buộc tiêu đề phải có đủ các từ khóa trong truy vấn.

Thuận tiện mua sắm trên mạng

Đây là một lý do mà tôi hay dùng Google Alerts, tôi thường xuyên sử dụng nó để theo dõi các sản phẩm/ dịch vụ giảm giá, khuyến mãi đặc biệt hay các sản phẩm có giá tốt. Dưới đây là một số ví dụ truy vấn tìm kiếm để áp dụng vào mục đích này (đưa nó vào ô Search query, bao gồm các ký tự đặc biệt)

* khuyến mãi
vé máy bay giá rẻ
khuyến mãi tháng * năm 2012
“* giá cực sốc”
“* giá cực sốc” + điện thoại + laptop

Phát hiện spam trên website

Nếu bạn quản trị 1 website thì sẽ hiểu rằng đôi lúc gặp những tình trạng spam một cách trắng trợn và bạn chỉ có thể hạn chế được nó khi có mặt trong website. Với sự hỗ trợ của Google Alerts thì việc tiến hành dò tìm các nội dung đó và gửi qua email sẽ giúp bạn dễ kiểm soát hơn.

site:webgiarehn.com acne OR botox OR casino OR dating OR debt OR insurance OR mortgage OR paxil OR pharmacy OR phentamine OR pherimones OR poker OR porn OR OR roulette sex OR viagara OR viagra OR xxx

Tìm kiếm câu hỏi trên internet

Nếu bạn đang lên chiến dịch quảng bá thương hiệu hay tạo backlink thì bạn cần tìm một số câu hỏi có liên quan từ những người khác và để trả lời họ kèm theo liên kết của mình. Nếu bạn không có thời gian luôn túc trực trong Yahoo Answers hay Google Hỏi Đáp thì sử dụng Google Alerts cũng là một cách tốt để nhận các thông báo kết quả tìm kiếm liên quan đến các câu hỏi này. webgiarehn.com đưa ra một vài ví dụ như sau:

làm sao để * điện thoại OR máy tính
khắc phục * như thế nào
cần khắc phục lỗi * trên “điện thoại OR tạo website OR máy tính”
tại sao * làm web
làm * như thế nào

Theo dõi nội dung quan tâm

Không cần áp dụng nhiều truy vấn tìm kiếm phức tạp, bạn có thể dùng Google Alerts để nhận thông báo về những kết quả tìm kiếm nổi bật cho nội dung bạn đang quan tâm. Một số ví dụ về Search query cho mục đích này

“đào tạo SEO chuyên nghiệp”
“kỹ thuật SEO”
“thủ thuật Internet Marketing”
“đào tạo SEO * việt nam”

Theo dõi xu hướng của năm

Bạn là người thích xem các bài viết giới thiệu các xu hướng mới trong năm nay, hay các sản phẩm công nghệ đang hot trong thời gian hiện tại thì không nên bỏ qua Google Alerts.

* tốt nhất năm 2012
* ra mắt năm 2012
intitle:* ra mắt OR giới thiệu OR hot OR tốt nhất OR nổi bật năm 2012
allintitle:*nổi bật năm 2012
intitle:điện thoại OR máy tính OR * năm 2012

Theo dõi nội dung trong một website nhất định

Đây cũng là một công cụ giúp theo dõi những truy vấn tìm kiếm nổi bật của một website nào đó mà bạn cần theo dõi.

site:webgiarehn.com hướng dẫn

Trong bài viết này ngoài việc cho bạn thấy Google Alerts lợi ích như thế nào thì những truy vấn tìm kiếm ở trên đã giúp bạn cải thiện cách tìm kiếm thông tin trên Google để hiệu quả hơn. Chúc các bạn sử dụng Google Alert hiệu quả!

5 Ways to Increase Your Facebook Engagement

Bài viết sưu tầm. By 

Looking to increase your Facebook page engagement?

Wondering why some pages have very high engagement and others nearly none?

In this post I’ll share five tips you can put to work right away.

About Facebook Engagement

What is it that makes some Facebook fan pages wildly successful with constant high engagement rates where the fans and their friends eat up the content like there’s no tomorrow… while other pages sit there dormant with hardly any activity, yet they produce great content, too?

Making Facebook work for your business can often take a bit of trial and error… and time.

You need to have patience and be willing to invest your own time and/or invest in a team to help you. You might refer to my post Facebook 101 for Business: Your Complete Guide and scroll to the section on Recommended Six-step Approach to Building Your Facebook Page for a refresher.

Though Facebook has introduced a plethora of changes since I wrote that post, the six-step approach remains valid.

In order to create success on Facebook, you need to have a clear objective and great design, plus:

  • Solid content strategy (what you’re going to post on your page)
  • Promotion strategy (how you’re going to continually increase your fan base)
  • Engagement strategy (how you’ll respond to fans and build community)
  • Conversion strategy (how you’ll turn your fans into customers)

In this post, I’ll explore five factors that contribute to exceptional engagement and measurable results!

#1: Launch Creative Incentives

From time to time, keep your fans engaged with fun promotions. That mayinclude contestsoffers, games, vouchers, codes and more.

Arby’s recently rolled out a clever campaign to celebrate its 48th anniversary. The company added a nifty retro-style coupon as a Milestone way back in the year 1964 (the year the company was founded) on its Facebook Timeline page.

Visitors to Arby’s Facebook page were encouraged to click on the beginning of its Timeline to get a coupon for a Classic Roast Beef sandwich at the 1960s price of $0.64.

Coupons could only be redeemed on July 23, the company’s anniversary date.

The post announcing that the coupon was coming got over 2,600 shares and the poston July 23 got over 3,000 shares. Both posts received thousands of likes and hundreds of comments.

arby's facebook fan page post
Arby’s Facebook fan page post.

This was a wonderful opportunity for Arby’s fans to play a ‘treasure hunt’ game of sorts, and clearly yielded significant engagement.

Jo Ann Herold, VP of communications and public relations at Arby’s Restaurant Group, said,

“One of our goals for this promotion was to increase engagement and entice sharing, so we wanted everyone to explore our Timeline and have access to the coupon.”

The promotion was also featured on Instagram and Twitter, both directing people to Arby’s Facebook page.

Simple campaign, yes? What can you take away from this idea?

It’s perfectly within Facebook’s Terms of Use to do a giveaway on your fan page. The rule of thumb is does everyone get one? If the answer is yes, you’re good to go—that’s a giveaway. If the answer is no because you’re drawing select winners, then that’s a promotion where you must adhere to Facebook’s Promotions guidelines and use an app to administer the contest/sweepstakes. More on that here.

#2: Post Highly Shareable Content

You might be familiar with the expression “Facebook candy.” This is the type ofcontent that Facebook users get very excited about and immediately want to share with all of their friends.

Your own Facebook news feed is likely peppered with such candy!

This is almost always an image, which tends to get a higher EdgeRank (more news feed visibility). And often, the images contain inspirational or motivational quotes along with an eye-catching photo.

morning coach post
Popular fan page post by MorningCoach.com.

My friend JB Glossinger does a great job of posting consistent shareable content. The interesting thing is JB frequently shares what I call “OPC”—other people’s content.

And, JB’s team engages well with his community (see below).

JB has a daily podcast and has grown his subscribers considerably through his highly engaging Facebook page.

For more on this topic, see this post: 7 Ways to Craft Your Facebook Posts for Maximum Shares.

I’ve compiled a Facebook Interest List, Facebook Candy to Inspire, featuring 83 fun sources of content to share. (Let me know in the comments below if you have any fan pages to suggest for this list!)

Could your content use a bit of a boost? How many images do you post vs. links? The latter does tend to get much more visibility!

#3: Build a Tight Community

Some Facebook pages just seem to have a knack for building a real community—onewhere visitors and fans often engage with one another and there is much peer support.

Plus, you can feel the page owners’ presence. They don’t just use their Facebook page as a one-way broadcast channel.

Bridal Hotspot page owner Sylvana Spiby stated on this post that she can’t remember the last time her engagement rate (ER) was lower than 100%.

Now that’s saying something! Given that the average ER for most brands and businesses is a mere 2%!

bridal hotspot comment
Bridal Hotspot fan page owner Sylvana Spiby’s comment about her ER.

To calculate your own engagement—or that of any fan page—here’s the formula:

(PTAT / Likes)*100, where PTAT is “people talking about this.”

This is the most common and quick way to calculate ER.

The screenshot below shows an example of an ER over 100%. This is Modern Parent‘s fan page:

modern parent fan page
Modern Parent fan page, an example of ER over 100% (135.5%).

However, there’s also per-post engagement rate which is:

(Likes + Comments + Shares on a given day) / # of wall posts made by page on a given day / Total fans on a given day)*100

On Bridal Hotspot’s fan page, Sylvana responds to ALL posts by others, always has a warm and personal style and often uses people’s first names. Plus, something else that stood out for me: she encourages others to share their own content… even if he/she could potentially be a competitor!

bridal hotspot fan question
Bridal Hotspot fan page question requesting permission to share.
bridal hotspot fan post
Here’s an example of a fan posting on Bridal Hotspot’s page. Notice their engagement.

Do you have an active community on Facebook? Are you or someone on your team consistently responding to fans’ posts and comments?

#4: Have a Quirky Brand

Have you seen the Dollar Shave Club‘s comic marketing video featuring CEO Michael Dubin’s dry humor? It’s exceptionally well done and currently has well over 5.5 Million views on YouTube!

The Dollar Shave Club is an innovative concept where members pay a small monthly fee to receive razors by mail. That’s it—super-simple and highly successful!

The company culture is clearly fun, quirky and creative, and this spills over onto the company’s Facebook page, too. Although DSC doesn’t post that often on its fan page, the fans post regularly… and they frequently get a personal response by DSC admins.

dollar shave club facebook page fan post
Example fan post and engagement by Dollar Shave Club on its fan page.

The company involves fans with giveaways such as flasks, t-shirts and “handsome-ass bottlekeys!” Fans can participate via Twitter and DSC’s blog, too.

Along with a hilarious marketing video and quirky brand, this company clearly filled a niche that people didn’t know they needed, and as such the company has built a cult-like following.

Even though he doesn’t shave often, Sir Richard Branson was so impressed he felt compelled to blog about this fun company! See also this writeup on Inc.com. (I first discovered the DSC in an article in the July 2012 Inc. Magazine.)

How can you add humor and maybe a wee bit more quirkiness to your brandand Facebook engagement? People LOVE to be entertained!

And, when you mix entertainment and education, you get edutainment. Social Media Examiner’s own community manager, Andrea Vahl, has an alter ego as a fun social media edutatiner, Grandma Mary.

#5: Be a Beloved Personality

Last, but by no means least, is the inimitable George Takei. He’s really in a league of his own on Facebook!

George is a widely recognized actor, starring in some 40+ feature films and hundreds of television shows. But, he is probably best known for his portrayal of Mr. Sulu in the acclaimed television and film series, Star Trek.

On Facebook, George seems to have an incredible knack for posting extremely viral content—his fans just can’t wait to share the next nugget of wit.

At any given time, George frequently has an engagement rate GREATER than 100%. At the time of writing this post, per the screenshot below, the ER is 135%. (Remember, the average is just 2%.)

george takei facebook
George Takei’s popular Facebook page with high engagement rate.

Almost all of George’s posts are fun and quirky Facebook candy. Notice that the majority of his posts are photos and he typically posts a very short (humorous) narrative, both factors in getting higher news feed visibility and engagement rates.

What we can learn from George and the way he’s built his Facebook community is that he is extremely consistent. He posts around 3-5 times per day, every day. And, in terms of driving his fans to action, George does get the word out about the upcoming musical Allegiance, in which he stars (and was inspired by his family’s experience).

Nonetheless, aside from being a celeb, you can definitely take away from factor #5 how it’s important to give your fans plenty of excellent content on a regular basis that they just love.

9 Facebook Marketing Tips to Improve Engagement

9 Facebook Marketing Tips to Improve Engagement

By 

Need some Facebook marketing inspiration?

Here are nine Facebook pages using some great techniques for more engagement.

#1: Get Personal

Smart Passive Income with Pat Flynn does a great job with a variety of posts but also adds some of his personal life. You can throw the old “don’t tell them what you had for lunch” advice right out the window with this tip.

Your community wants to get to know you and wants to be able to relate to you and your company.

get personalYou can tell them what you had for lunch. Better yet, add a picture!

smart passive incomePersonal cover photo with his podcast setup and a picture of his son.

 

#2: Use Pictures

No doubt you’ve heard the visual marketing drumbeat, and it’s all true. Pictures are very powerful on Facebook. They take up more space in the news feed and can get more engagement than a straight text post.

Home Depot uses pictures very well by engaging their fans with project ideas, posts featuring employees and a fun game to guess the product. Notice how their pictures include a link to help drive traffic where they want.

use picturesHome Depot gets engagement with their fans by making them guess the product.

home depot employeesHome Depot features their employees.

#3: Run a Contest

Facebook Contests are a great way to bring some fun to your Facebook page. Not only that, they can help boost your likes, grow your email list and showcase a product or service that you offer. Not a bad marketing tool when you wrap that into one shiny package.

How to Market Your Horse Business uses contests very effectively by showcasing the contest in the Facebook cover photo all along the way.

run a contestUse the cover photo and app photos to help promote your contest.

#4: Have Fun

Even if you are a “serious” business, you can still have a funny-bone. Salesforce does a great job with their “SaaSy, VP of fun” character that makes regular appearances on their Facebook page.

Using humor on Facebook is a great way to get interaction. People are usually on Facebook to be social, and if you’re able to entertain and inform in your posts, you will get more shares, comments and likes.

have funSaaSy, the VP of fun, gets great interaction.

salesforceNot only does Salesforce create their own fun posts, but they also feature crowdsourced fun.

#5: Showcase a Cause

Many pages have causes that they support—either through their own foundations or by running events that benefit other causes.

Little Man Ice Cream does a great job of running events that also benefit causes. Their Hula Hoop Competition was an event that benefitted a local farm providing sustainable food. They featured the event on their cover photo and through photos on their page.

little man ice creamLittle Man Ice Cream featured their event to benefit a local cause on their cover photo.

showcase a causeWorking with causes is a great way to benefit your company and your community.

#6: Use Facebook’s Features

Use some of Facebook’s features such as apps, pinning posts and highlighting tohelp your page stay interesting.

Each week, Tumi features a different bag they sell by using an app to showcase the type of person who uses that bag in a “Case Study” (and I’m pretty sure the pun is intended).

They also use a contest app to give the bag away to one lucky entrant and they pin the contest post to the top of their page to further highlight the contest.

facebook appsUse Facebook applications to keep your page fresh.

pin a postThe orange flag in the upper-right means the post is pinned to the top of the Timeline and will be more visible.

#7: Consider Using Your Personal Profile

If you’re branding your business as YOU, such as a Realtor, author, or consultant, then you may want to consider using your Facebook personal profile to help your marketing.

Brent Humpherys, uses his personal profile to talk about his day-to-day activity as a Realtor while sprinkling in his life as a dad and husband.

When talking to Brent to find out how his Facebook use affects his business, he said that 80% of his business is directly affected by his presence on Facebook.

Share your personality while sharing news about your business.

Don’t be afraid to get personal if you are branding as you.

Brent shares his testimonials on his personal profile.

#8: Crowdsource Your Content

Medtronic Diabetes does a great job responding to customer issues in their posts. But they also like to feature their customers both in their cover photo and in pictures on their Facebook Timeline.

One thing that they do differently is that they have created an app on their Facebook page that will allow people to submit their story to be a candidate to be featured. This gives Medtronic a chance to review the stories and choose which ones to feature.

crowdsourceMedtronic uses an app to have people submit stories to share.

medtronic appThen Medtronic will post the pictures and the story of the people who have submitted them.

Using crowdsourcing allows your page to be more of a community and connects people together.

#9: Love Your Fans

Campbell’s Soup uses photos and posts to show their fans how much they love them. Make sure you don’t take your community for granted. Show a little love! It also helps to be creative in the way you express it so that it adds some fun and gets shared.

campbells soupShow your fans a little love!

Campbell’s also does a great job of responding to posts, both positive and negative. Having excellent customer service can help your brand stay strong.

love your fansExcellent customer service is another way to love your fans.

As mentioned, many of these pages use several of these strategies on Facebook—some were employing all of them. All of these pages have great engagement and have seen a lot of growth on Facebook over the last couple of months.

I hope these nine tips gave you some great ideas about new things to try and ways to stand out and will ultimately help your business grow.

Bài viết sưu tầm.

Source: http://www.socialmediaexaminer.com/facebook-engagement-tips/

Content Marketing – Tactics and Best Practices

Soon I’ll be starting a new series of practical tips on tactics that marketers can use to complement their content-focused online marketing efforts.

The idea of content marketing seems to vary with different people, so to start, my definition of content marketing is: “Aligning business and consumer information needs with content.” We’ll see if that holds as I go through the next 6 months or so of posts.

A lot of the information on content marketing that we promote here on Online Marketing Blog offers process, strategy and models of approach. This series makes the bold assumption that the reader has already considered goals, audience, strategy and measurement and is looking for tips on tactics that fit within their planned online marketing mix.

I’ll be going through the list in alphabetical order and following a fairly consistent format.  Below is the list of tactics I’ve decided on and as the posts are published, links will be added below so this page will serve as an index.

  1. Article Marketing – Content is created around topics of focus with the intention of distributing and syndicating via various means including article aggregator websites. While there can be concerns with search engines filtering duplicate content and limiting search engine exposure, useful articles can create awareness and credibility for brand authors.
  2. Advertorial – Content intended as advertising but structured like news or an article. Infomercials are a common video form of advertorial.
  3. Blogging – Content published using blog software that organizes pages chronologically and/or by category. Blogs also provide an RSS feed so readers can subscribe without visiting the blog website.
  4. Case Studies – “Facts tell, stories sell” and case studies continue to serve an effective purpose for telling successful problem/solution brand and product stories.
  5. Crowdsource – Along the lines of “collective wisdom”, this tactic may involve inviting a network to help solve a particular problem or to contribute insight/expertise/option towards a particular topic. The resulting content attracts the attention of participants’ networks.
  6. Curate – As an art gallery employs a curator to find, organize and manage the best art, a content curator does something similar with information.
  7. Digital Newsletters – Newsletters provide a consistent source of useful information, advertorial and links to web pages that further engage the reader.
  8. eBooks – Robust content, especially with B2B marketing and the education involved with longer sales cycles, can be compelling and an eBook provides an in depth look at a particular topic of expertise.
  9. Email – From timed sequences of articles to special promotions, messages via email continue to provide the highest conversion rates of any online marketing tactic.
  10. Interactive Games – The games themselves can include content but more often it’s either the promotional efforts that create content or the user’s experience with the game can results in an outcome of content.
  11. Images & Infographics – A picture is worth a thousand words and an infographic might be worth a few thousand eyeballs and nearly as many links, tweets and shares. Annotated with descriptive text and repurposed, infographics that are well planned and executed are high impact for social sharing.
  12. Interactive Tools – Tools that allow user input and that publish customized output as content can be very effective but tools can also simply answer questions or facilitate a process.
  13. Microsites – Dedicated web sites for specific campaigns, promotions or to serve as a social hub can provide a focus for content that doesn’t really fit on the corporate website or blog.
  14. Mobile Applications – The popular web is increasingly mobile, so apps that provide information and experience can be very effective as part of a content marketing program.
  15. Mobile Content – Content specifically written and formatted for mobile consumption is also a worthwhile consideration and for some markets, essential right now.
  16. News Release – Press releases are certainly content, although the format, application and distribution has evolved.  Press releases can still reach journalists, but are also effective as direct to consumer content as well.
  17. Online Magazines & Apps – Creative web design can simulate the page turning experience of a print magazine, yet offer all the convenience of a website through online magazines. iPads are an effective device for consuming online magazine content.
  18. Podcasts – iTunes provides an effective distribution and promotion platform for many popular podcasts which can be audio or video.  Like newsletters, podcasts are often published according to a schedule and provide regular, useful information.
  19. Print Magazines – While the print world has experienced substantial changes, print is very much alive for certain markets. Print magazines may be based on a subscription model on topics related to the brand, such as a lifestyle magazine.
  20. Print Newsletters – One of the oldest forms of content marketing, printed newsletters that arrive via snail mail can provide an effective compliment to online promotions or serve niche markets where print is a preferred format.
  21. Real-World Events – The content opportunities around an industry conference or trades show are abundant, from pre-event storytelling through interviews and advance articles from speakers to liveblogging during the event.
  22. Research & Surveys – Statistics and data based insights can be very engaging and sharable content that work in tandem with many of the tactics on this list.
  23. Social Content – Content created specifically for social networks like Facebook, Twitter or LinkedIn may be a different format, but can have significant impact on awareness and engagement when planned and implemented using best practices.
  24. Teleclass & Telecasts – Informational group calls might involve a few hundred to several thousand participants. Additional value from such content can be realized through recordings, transcripts and liveblogging.
  25. Traditional Media – Advertising, education or advertorial can take many forms with traditional digital media besides TV/Cable and radio.
  26. Videos –  Engaging and rich as a content format that can be repurposed, video is effective for consumer and B2B markets.
  27. Virtual Conferences – An online conference aggregates a variety of content and incorporates many of the content tactics included in this list from promotions to presentations to the social exchanges inspired by the event.
  28. Webinars – Audio combined with presentation slides, Q and A and chat provide a content experience that can also be replayed when stored in an online archive.
  29. Wikis – Community content creation, curation and maintenance can create resources that would be extremely resource intensive for an individual marketer. More importantly, they give a community of interest the opportunity to contribute and be recognized for developing a resource that serves the greater good (or a very niche topic).
  30. White Papers – In digital format, a deep dive into a specific topic can be very effective for educating and persuading B2B prospects. Reports co-authored with marketing partners or industry analysts can boost credibility and reach.

Bài viết sưu tầm.

Source: http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/

 

Digital Marketing cơ bản

Kiến thức cơ bản nhất về Digital Marketing dành cho bạn nào quan tâm. 😀

Sưu tầm. Presented by: Nguyễn Hà Anh Thảo

<div style=”margin-bottom:5px”> <strong> <a href=”http://www.slideshare.net/banhbeobanhbeo/abc-v-digital-marketing&#8221; title=”ABC về Digital Marketing” target=”_blank”>ABC về Digital Marketing</a> </strong> from <strong><a href=”http://www.slideshare.net/banhbeobanhbeo&#8221; target=”_blank”>Banhbeobanhbeo</a></strong> </div>