Face Book Marketing Campaign

8/8/2019 Face Book Marketing Campaign

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Facebook CPC Campaign AsianD8online.com

Platform / Facebook

According to Wirefresh.com, 2010150% of the mobile Internet traffic in the UK is derived from

the use of Facebook. This number is likely to be on the rise with over 200,000 new registrationsreported within the last 12 months. When applying this usage to a dating context, the article also

finds that one out of eight married couples in the world met via social media. Subsequently the

report also identifies that only 14% of users would trust adverts, however 98% of consumers

would trust peer recommendation.

In June 2010, Experian Hitwise reported that for the first time social network sights are receiving

more web visits than web search engines2, with 55% of this traffic coming from Facebook.

Social networks now receive more UK Internet visits than search engines. During May, social

networks accounted for 11.88% of UK Internet visits and search engines accounted for 11.33%.

May was the first ever month that social networks have been more popular than search engines

in the UK.

Audience / Segments

1http://www.wirefresh.com/facebook-accounts-for-50-of-uk-mobile-internet-traffic/2http://weblogs.hitwise.com/robin-

goad/2010/06/social_networks_overtake_search_engines.html


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Over 500 million registered users worldwide

Approximately 26 million people are registered UK users of Facebook(Source:http://www.checkfacebook.com)

6.5% of the British population is classified as British Asian(Source: http://news.bbc.co.uk/1/hi/magazine/8427120.stm)

This equates to 4,200,000 (2009) people, broken down into3:

Indian - 1.6 million

Pakistani - 1 million

Bangladeshi - 0.5 million

Other South Asian - 0.4 million(Source: http://wapedia.mobi/en/British_Asian)

Demographics

Below we can determine where the biggest British Asian / South Asian communities exist

within the UK. These figures are largely sourced from the 2001 Sensus, so there will be a smalldegree of change in current figures.

Lancashire 5.3% S. Asian

Greater Manchester5.6% S. Asian

West Yorkshire 8.7% S. Asian

West Midlands (county) 13.4% S. Asian

Greater London 12.09% S. Asian

Berkshire 6.8% S. Asian

Buckinghamshire 4.3% S. Asian

Bedfordshire 8.3% S. Asian

Leicestershire 11.9% S. Asian(Source: http://en.wikipedia.org/wiki/British_Asian)

As we can see, the largest areas consists of: West Midlands, Greater London and

Leicestershire, with West Yorkshire and Bedfordshire slightly behind.

From this data however, it remains unclear as to which demographic locations we are likely to

find the highest number of registered or active Facebook users.

Strategy

3 http://wapedia.mobi/en/British_Asian
http://www.checkfacebook.com/http://www.checkfacebook.com/http://news.bbc.co.uk/1/hi/magazine/8427120.stmhttp://news.bbc.co.uk/1/hi/magazine/8427120.stmhttp://wapedia.mobi/en/British_Indianhttp://wapedia.mobi/en/Pakistani_Britishhttp://wapedia.mobi/en/Pakistani_Britishhttp://wapedia.mobi/en/British_Bangladeshihttp://wapedia.mobi/en/British_Bangladeshihttp://wapedia.mobi/en/South_Asian_ethnic_groupshttp://en.wikipedia.org/wiki/Lancashirehttp://en.wikipedia.org/wiki/Greater_Manchesterhttp://en.wikipedia.org/wiki/West_Yorkshirehttp://en.wikipedia.org/wiki/West_Midlands_(county)http://en.wikipedia.org/wiki/Greater_Londonhttp://en.wikipedia.org/wiki/Berkshirehttp://en.wikipedia.org/wiki/Buckinghamshirehttp://en.wikipedia.org/wiki/Bedfordshirehttp://en.wikipedia.org/wiki/Leicestershirehttp://en.wikipedia.org/wiki/British_Asianhttp://www.checkfacebook.com/http://news.bbc.co.uk/1/hi/magazine/8427120.stmhttp://wapedia.mobi/en/British_Indianhttp://wapedia.mobi/en/Pakistani_Britishhttp://wapedia.mobi/en/British_Bangladeshihttp://wapedia.mobi/en/South_Asian_ethnic_groupshttp://en.wikipedia.org/wiki/Lancashirehttp://en.wikipedia.org/wiki/Greater_Manchesterhttp://en.wikipedia.org/wiki/West_Yorkshirehttp://en.wikipedia.org/wiki/West_Midlands_(county)http://en.wikipedia.org/wiki/Greater_Londonhttp://en.wikipedia.org/wiki/Berkshirehttp://en.wikipedia.org/wiki/Buckinghamshirehttp://en.wikipedia.org/wiki/Bedfordshirehttp://en.wikipedia.org/wiki/Leicestershirehttp://en.wikipedia.org/wiki/British_Asian


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Facebook advertising Cost Per Click campaign

o Analyse Facebook Groups / Likes / Interests.

o Build relationships with large groups Reciprocal link exchanging on a weekly

basis with large RELEVANT facebook group/page.

o Terminology defined by audience e.g Muslims will be targeted with matrimonial

keywords opposed to dating.

o Title Determined by audience.

o Image Logo needs to be specd and sent to Ajay. Important to change and

refresh weekly.

o Location & Demographics Niche markets need to be targeted and defined by

demographics, age, sex, and status. Less span = Higher CTR and exposure.

o Likes/Interests Important to use contacts and affiliated groups. Keywords vital

for projected Reach (see below).

o Adverts to be managed manually

Example of advertising reach:

Demographics:

Ages: 20 40

Sex: Male and female

Interested in: All

Relationship status: All

Country: United Kingdom

Likes / Interests include:

desihitscom, desibox, desiboxcom, desi couture boutique, my life is desi, desilicious,urban design concepts, muslim, sikh, bengali, hindu, punjabi, bhangra, jay sean,amitabh bachchan, mia, slumdog millionaire, slumdog millionare, slum dog millionaire,slumdog millionnaire, slumdog millionair, slumdog millonaire, slumdog milionaire, masala

chai, chai, biryani, goodness gracious me, asiana magazine, bend it like beckham, bendit like beckam, bend it like bekham, bend it like becham, east is east, amir khan officialpage, amir king khan personal, dev Patel, Dostana or rishi rich productions

Estimated Reach: 204,740 people

When filtered to singles Reach became: 61,660.

Likes, interests and keywords are vital within this section. An example of this is by just removing


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Bhangra from this list reduces the numbers by 12,220 to 192,520.

Budgeting

CPC campaign budget set at 100/week by Pali (14 per day).

Budget to be split daily between adverts including Hindu, Muslim, Sikh and BengaliMuslim.

Campaign to be measured via Facebook Tracking Daily if possible & weekly reportsubmitted.

Documents

Face Book Marketing Campaign