DAY 1 Social Media and Digital Marketing Masterclass - Sunlife PDF

DESIGNED & CUSTOMIZED FOR INSURANCE SELLING & RECRUITING BUSINESS
OF SUNLIFE FINANCIAL PHILIPPINES

Our clients & partners since 2013
We are donating P15,000 to Tondo Medical Center
because of this 3-day session!
WATCH FREE
INTRODUCTORY
WEBINARS
With handouts &

certificates
www.jonathanyabut.com
QUESTIONS?
jonathanyabut@jycvasia.com
@jonathanyabut
/AAJonathanYabut
www.jonathanyabut.com
Prepare to engage in these activities
spread across the session:
CHATBOX TIME! PARTICIPATE IN ASK A

Go to the chat THE POLL QUESTION
section and type A question will be Raise your queries
your thoughts for asked; choose your by typing them in
everyone to see! answer the chat box
IMPORTANT REMINDERS
1.To manage screen fatigue, we are doing

2 breaks in this 3-hour session.
2.Handouts are available in this link:

bit.ly/JYCVSunlife1
3-DAY AGENDA Day 1: The Social Media
Algorithm
Day 2: Selling via Facebook

Groups & Pages
Day 3: How to Digitalize your

Promotions (Online Events,
Meetings, Virtual
Agenda Communities)
JUNE 17 | AGENDA Part 1: Digital Landscape in PH:
Deep Dive (50 min)
Break + Q&A Portion

15 min
Part 2: Understanding Social

Media Algorithm, Part 1 (50 min)
Agenda Break + Q&A Portion

15 min
Part 3: Understanding Social

Media Algorithm, Part 2 (50 min)
BEFORE WE START,
LET’S TEST IF YOU STILL REMEMBER
WHAT WE DISCUSSED LAST WEEK
What is the most used instant
messenger in the Philippines?
__________________
What does CTA stand for?
__________________
What is the maximum number of
friends that you can make on
Facebook?
__________________
followers that you can have on
Facebook Page?
__________________
friends that you can have on
LinkedIn
__________________
DID YOU GET A GOOD SCORE?
GIVE US A
!
CONTEST TIME
 Giving away all 3 e-

books sent to your e-
mail
What do the yellow dots

represent in the next slide?
Winner should e-mail:

QUEZON
Can you guess

what the yellow
dots represent?
PASIG
MAKATI
SELFIES
CONTEST TIME
 Giving away all 3 e-

books sent to your e-
mail
What do the yellow dots

represent in the next slide?

What is the most visited website in the
Philippines?
A. Facebook
A. Google
B. YouTube
C. ABS CBN
D. Lazada
TOP 3 REASONS FOR USING INTERNET
APART FROM SOCIALIZING:
1. Information
3. Entertainment
3. Shopping
How many Instagram users are there
in the PH? Make a guess in millions!
How many LinkedIn users are there in
the PH? Make a guess in millions!
BEFORE WE CONTINUE, ARE YOU
LEARNING SOMETHING?
GIVE US A
!
Handouts are available in this link:
bit.ly/JYCVSunlife1
In this section, we will appreciate
why DOES IT MATTER to know
how your Facebook posts get
exposed to your audiences
SAMPLE QUESTIONS TO ANSWER TODAY:
• Why does his posts get more likes than
mine?
• Why is it that some of my audience see

my post the next day?
• How many people averagely see my

post?
Basic Social Media Jargons
1. Post – any published item on the network: text, shared article, shared
link, photo, video, shared post
a. Organic Post – entitled to any user; always free; Facebook

decides who sees it
b. Sponsored / Paid post – requires payment to enable higher

viewership or engagement; payer is given control on who sees it
The KEY Difference
ORGANIC SPONSORED / BOOSTED

Exposure Exposure is Based on what I pay, I can choose the gender, age,
Control 100% dependent location, and interests of people who will see this
on algorithm post
Reach and Likely same as Guaranteed higher vs. your average, will depend on
engagement your average how much you pay
More info Basic report on Facebook reports details like website clicks, length of
about the likes, views, etc viewing time of video, etc.
post
What can you control when you boost a post?
You can increase this
number.
More people reached =
higher price.
Longer duration = bigger budget

4. Engagement – any action done by a user on a post or another user

(likes, retweet, share, favorite, follow)
People are likely INTERESTED about what you

posted because they took the effort to act on it
Let’s check your understanding!
If your Facebook video post

has 100 views and 5 people liked or commented on it ,
what is the engagement rate?
5 actions out of 100 people who saw = 5%

5. Trending – a post, hashtag, or user that is currently

acquiring massive engagement more than the ordinary
(ex. 1 like per 30 minutes vs. 1 like per minute)
6. Reach – size of audience that has seen a post (but not

necessarily clicked or commented on it)
7. Lead – a contact who showed sign or interest of

committing to your offer (subscribed newsletter, shared e-
mail address, agreed to do a Zoom meeting next week)
8. Convert – someone who purchased an item after

being exposed to your post (video) or event (webinar)
If there are 70 million Facebook users in the

Philippines, what is the POTENTIAL REACH of a
Facebook post?
70 million!
If your webinar had 1,000 viewers and 80 of those who

registered agreed to receive an e-mail about a life
insurance or building a business about it,
what is your lead rate?
80 out of 1000 is = 8%
LEARNING SOMETHING?
GIVE US A
!
5-min BREAK TIME followed
by a 10-min Q&A session
PLEASE TYPE YOUR QUESTIONS NOW SO WE

CAN ADDRESS THEM AFTER THE BREAK
The Hierarchy of Digital Selling
Loyalty
Audience is confirmed an ambassador or
CONVERSION referrer: refers you to another lead, vouches for
the quality of your product, etc
Sale Audience signed up or purchased:

Agreed on terms, signed on a commitment,
(or recruit)
submitted requirements, paid
Audience acted on your post :
Lead Visited site, downloaded an app,
subscribed to e-mail newsletter
Audience got your attention:

Engagement
liked/commented/shared
Audience saw your

Impression Post: post is scrolled
along one’s newsfeed
Source: JY Ventures & Consultancy, Social Media Marketing Tool Kit

If your webinar had 1,000 viewers and 5 of those who

registered became a policy holder after 2-3 weeks of
promotion, what is your conversation rate?
5 out of 1000 is = 0.5%

Beware: Don’t count your eggs if they haven’t hatched yet
Millions of post views
Thousands of comments,
likes, shares, retweets
Assured
Hundreds of website Recruitment
visits
Thousands of new
followers
Source: JY Ventures & Consultancy Social Media Marketing Tool Kit

CONTEST TIME
 Giving away all

3 e-books
In the hierarchy of “Digital

Selling”, what’s next after
impression?

The Hierarchy of Digital Selling
Loyalty
Audience is confirmed an ambassador or
CONVERSION referrer: refers you to another lead, vouches for
the quality of your product, etc
Sale Audience signed up or purchased:

Agreed on terms, signed on a commitment,
(or recruit)
submitted requirements, paid
Audience acted on your post :
Lead Visited site, downloaded an app,
subscribed to e-mail newsletter
Audience got your attention:

Engagement
liked/commented/shared
Audience saw your

Impression Post: post is scrolled
along one’s newsfeed

bit.ly/JYCVSunlife1
Facebook: The Science of Newsfeed Algorithm
True or False?
More than half of my friends on Facebook
will likely see my posts
Don’t you ever wonder on Facebook?
….but you only see

You have 1,200
posts of ~50 people
friends….
everyday
Facebook follows a science to determine what to show you
Does this topic interest you?
Do you like seeing this type of posts?
Are you close with this person?
Are your close friends also liking or

commenting on the same post?
Is this the viral talk of the town?
And other more filters….

FB employs average computed exposure rates
Average 6%
exposure for all
brand pages
Average 2%
exposure for those
with >500k likes
LEARNING SOMETHING?
GIVE US A
!
True or False:
Among those who will see my FB post,
they will see it within the next 3 hours
(assuming they go online)
FB also schedules posts. Some of your friends’ posts will be
scheduled for viewing in your newsfeed tomorrow.
HOW TO GET MORE ENGAGEMENTS
1.Affinity
The more frequent a fan “engages” your page, the likely he/she will
see your posts
Ex. Respond to a question, like a comment, respond fast on PM
2. Popularity
The faster you get engagement on a post, the higher the reach
(and the more it gets popular further)

3. Social Relevance
A topic that’s trending on social media (ex. Pacquiao’s win during
the same hour of his victory) will achieve higher reach
4.Post type
Photos & videos have higher reach versus pure text or links
5. Timeliness
Are your fans online during the time of posting?

POST TYPE: Post in favor of the newsfeed algorithm
What day of the week are there more
content posted or shared on Facebook?
TIMELINESS: Post in favor of the Facebook algorithm
86% of the week’s FB’s happiness index

Engagement fall by
posts happen on spikes by 10% on
3.5% on Mon-Wed
Th and Fr Friday
GIVING AWAY 5 FREE TICKETS FOR
THE NEXT SESSION
JUNE 27 | SATURDAY
4:00 – 6:00 PM
Register: www.jonathanyabut.com
P299 | RM 25 | USD 6
A MINDSET BOOT CAMP WITH JONATHAN YABUT
6. Post content that inspires, entertains, motivates, informs.
3 TYPES OF POSTS CONTENT
INFORMATION
ENTERTAINMENT /
INSPIRATION
PROMOTION

Content Guidelines: Posts usually come in 3 categories
Information Press releases, product announcements, blog posts,

news articles, FAQs, “How-to-Do’s”
Promotion Discounts, sales, partnerships, freebies
Entertainment & motivation:

Inspiration Photos, texts, quotes, memes that provoke a feeling associated
with your product or service

Information: Sample Posts
1 Press Release / 3 Blog Feature

Announcements
Sample copy: “We are pleased to Sample copy: “Thank you to
announce that our new flavor will now 2 News Article blogger www.bloggerY.com for
be available starting May 2015….” sharing your new flavor
Sample copy: “Thank you to experience. Glad to have made
Philippine Newspaper Z for featuring your weekend “sweeter”
our new product flavor with 4 stars!
You can read the rest of article here.”

Information: Sample Posts
Download now!
Frequently
Asked
Questions
4 FAQs & How To Do’s 5 Product Features 6 Contacts / Handles
Sample copy: Sample copy: Sample copy:

“Want to know more about the “You can now inquire about your “We’re online anytime!
latest on “Life Insurance Brand policies via WhatsApp or Viber!
X”? Follow us on Twitter or Instagram
Add us in the groups and start chatting via @rokki!
Click this FAQ link to know with our customer reps!”
more…”

TYPE IN YOUR CHATBOX
Give me sample “Informational”

posts for your business
Promotion: Sample Posts
Free WiFi on
your flight
when you
take Uber to
airport
roKKi can
1 Discounts / Sales 2 Partnerships
Sample copy: “Ride your way to free

Sample copy: “WiFi on sale! Get WiFi in your flight. Take Uber to KL
connected online 10,000 feet above and Airport and get free inflight WiFi!”
chat away for only RM 5!”
Give me sample “Promotional”

posts for your business
Inspiration: Sample Posts
1 Daily things 2 Customer posts 3 Memes / Quotes
Sample copy: It’s national donut day! Sample copy: Thank you to Sample copy: Indeed, the
Have you treated yourself to a donut @watchlover for snapping a photo of successful people are only those who
this morning? his new WatchX, delivered on time in make time for their dreams.
just 2 days!
Treat yourself too to a new WatchX, still Grab your WatchX timepieces,
at 20% discount this week! Enjoy your time! available in all major time stores
nationwide!
Give me sample “Inspirational /

Entertainment” posts for your
business
The Insurance industry HAS SO MUCH
content to talk about!
Savings & Investment
Entrepreneurship Your
Working from Home followers will
follow you
Health & Wellness longer and
Taking control of your time anticipate for
your next
#BounceBack after Pandemic posts
Work-Life Balance
Facebook.com/AAJonathanYabut
Quote with Handwriting scribble with Promotion of our

short caption personal office story best-selling books
FB: 650 likes in FB: 1,400 likes FB: 58 likes in

8 hours in 45 minutes 7 days
Schedule a Content Plan for your Account: Month 1 Sample
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7

If you have time and energy, then POST MORE!

When you’re starting out, what’s a good number?
3-5
2-3 INSTAGRAM
1-2
5-min BREAK TIME followed
by a 10-min Q&A session

Exercise (3 minutes): Selling Ukay-ukay via Instagram
Exercise (3 minutes) Selling Ukay-ukay via Instagram
INFORMATION:
1. @StylesisterMNL is an online store selling 2nd hand

clothing for women (sold at 20-30% mark-up).
2. Sales presence is on Instagram only with 1,000+ followers

acquired for the past 6 months.
3. Makes 1-2 sale of garments per week but owner thinks she
can do more. Another competitor who sources clothes from
same ukay-ukay sells 5 per week.
3. Owner manages this part-time. She has her own full-time

office job. Her routine: buys clothes by end of the month.
Take photos of them in one night, and posts them all the next
day. She adds 20-30 new clothes per month.
Owner’s wishlist:
1. Increase followers
2. Increase sales from 1-2 garments to 4-5 per week.
The Rise of Collaborative Marketing
Product x Another Product, Service,

Event, Moment, Blogger,
YouTube Celebrity, School,
Company
USA: Coca-Cola Light x Fashion Designers
Comme Des Garcons

Australia:
IKEA x
Airbnb
Japan: McDonald’s x Local Chocolate Company
Philippines: Bench x ‘#LoveLocal’ campaign
Collaborations are best executed with non-competing and
complimenting industries
Clothing
Gadget Travel
Accessories
Car
Collaborations must be executed with non-competing and
Music
Sweets & Theme parks
Games
candies Schools
Collaborations must be executed with non-competing and
Healthy Foods
Sports
Banks
Life Insurance Family brands
Telco brands
OFW brands
Don’t just partner with brands
Partner up with ‘events’ and ‘moments’
Typhoon
Celebrity couple wedding
Manny Pacquiao’s fight
Moments Miss Universe pageant
Olympics
National Elections
Twitter Witty Copy: Pacquiao-Mayweather Fight
Twitter Witty Copy: Pacquiao-Mayweather Fight
Miss Universe 2016
Father’s Day (Cheerios)
Last Q&A
Session
bit.ly/JYCVSunlife1
FREE WEBINAR
NO REGISTRATION NEEDED
PART 4
JUNE 22 | MONDAY | 5PM – 6 PM

DAY 1 Social Media and Digital Marketing Masterclass - Sunlife PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

DAY 1 Social Media and Digital Marketing Masterclass - Sunlife PDF

Uploaded by

Copyright:

Available Formats

DESIGNED & CUSTOMIZED FOR INSURANCE SELLING & RECRUITING BUSINESS

OF SUNLIFE FINANCIAL PHILIPPINES

With handouts &

CHATBOX TIME! PARTICIPATE IN ASK A

1.To manage screen fatigue, we are doing

2.Handouts are available in this link:

Day 2: Selling via Facebook

Day 3: How to Digitalize your

Break + Q&A Portion

Part 2: Understanding Social

Agenda Break + Q&A Portion

Part 3: Understanding Social

 Giving away all 3 e-

What do the yellow dots

Winner should e-mail:

Can you guess

 Giving away all 3 e-

What do the yellow dots

Winner should e-mail:

• Why is it that some of my audience see

• How many people averagely see my

a. Organic Post – entitled to any user; always free; Facebook

b. Sponsored / Paid post – requires payment to enable higher

ORGANIC SPONSORED / BOOSTED

Longer duration = bigger budget

4. Engagement – any action done by a user on a post or another user

People are likely INTERESTED about what you

If your Facebook video post

5 actions out of 100 people who saw = 5%

5. Trending – a post, hashtag, or user that is currently

6. Reach – size of audience that has seen a post (but not

7. Lead – a contact who showed sign or interest of

8. Convert – someone who purchased an item after

If there are 70 million Facebook users in the

If your webinar had 1,000 viewers and 80 of those who

PLEASE TYPE YOUR QUESTIONS NOW SO WE

Sale Audience signed up or purchased:

Audience got your attention:

Audience saw your

Source: JY Ventures & Consultancy, Social Media Marketing Tool Kit

If your webinar had 1,000 viewers and 5 of those who

5 out of 1000 is = 0.5%

Millions of post views

Source: JY Ventures & Consultancy Social Media Marketing Tool Kit

 Giving away all

In the hierarchy of “Digital

Winner should e-mail:

Sale Audience signed up or purchased:

Audience got your attention:

Audience saw your

Source: JY Ventures & Consultancy, Social Media Marketing Tool Kit

….but you only see

Does this topic interest you?

Do you like seeing this type of posts?

Are you close with this person?

Are your close friends also liking or

Is this the viral talk of the town?

And other more filters….

Source: JY Ventures & Consultancy, Social Media Marketing Tool Kit

Source: JY Ventures & Consultancy, Social Media Marketing Tool Kit

Source: JY Ventures & Consultancy, Social Media Marketing Tool Kit

86% of the week’s FB’s happiness index

6. Post content that inspires, entertains, motivates, informs.