In this webinar, we’ll discuss: •How consumers are using Facebook as a resource for information about small businesses •How the recent updates to Facebook’s platform can be leveraged to stretch paid efforts as well as organic •Types of Facebook ad units that resonate best with small business shoppers and increase the likelihood of offline sales •How to combine locally targeted Facebook offers and ads with organic content to drive maximum ROI •Maximize your investment by learning how to test and optimize your paid approach on Facebook

1. Small Businesses:
How To Get The Most
From Facebook

2. Jodi Phillips
VP, Media &
Analytics
Jerilyn Soncrant
Product Marketing
Manager
Greg Sterling
VP, Strategy & Insights
Meet Our Expert Panel

3. Learn How To:
Make Your Organic Efforts Work
Harder for You
Find Your “Sweet Spot” with
Facebook Ads
Measure, Report & Learn from
Data That Matters

4. Sound Familiar?

5. Users aged
25-34
‘Likes’
every day
4.5 Billion
29.7%
New profiles
every minute
People logged
in daily
890 million
300
Facebook Dominates Social Universe

6. Where Do Small
Businesses Fit In?

7. Social Media Influences Purchase
Decisions
Social drives
roughly equal
amounts of online
and in-store sales.
Source: Vision Critical 2013 and IBM Survey 2014
of social media users have purchased
a product after sharing or favoriting it
on Facebook, Pinterest or Twitter43%

8. Facebook is more than
just a “like” machine

9. Source: Thrive Analytics, 2014
Facebook Captures More Local Business Reviews
Than Yelp and Google

10. Both platforms actually
help each other
More searches  more
click-throughs + higher AOV
+ more sales
Facebook and Google
Complement Each Other
return on
ad spend.
30%
Facebook ads boost
effectiveness of paid search
campaigns with a

11. 30+ Million Small Businesses With
Active Pages
Similar
advantages of
Google as ad
platform
Simple,
automated
Reach narrow
target
audiences
Ad targeting
precision and
accuracy
Less ad
spend
waste

12. • Relevance Scores define ads
• Conversion Lift takes off
• New ways to actually measure ROI
New Algorithms & Features
Can Add To Confusion

13. Make Your Organic
Efforts Work Harder
For You

14. It All Starts With the Customer
Who is my
audience?
What
interests my
audience?
How & where
does my
audience
connect with
my business?
What
actions do I
want to
occur?
How can I
use content
to compel
those
actions?
How can I
invite my
audience to
actively
participate in my
business stories?
How can I
engage,
without
interrupting?
“I want you to have pathological
empathy for your reader.
That means really knowing
your customer.”
Ann Handley

15. • Post quality content and varying types
of posts, consistently
• Tie back to relevant promotions,
themes and events
• Test days and times to amp up traction
• Be flexible enough to respond on
short-notice
TOP TIP:
Follow 70/20/10 content rule
Editorial Calendars Empower You To Deliver Quality
Content, Consistently

16. • Add fun to the experience with quizzes,
contests, photos and videos
• Invite your audience to share their personal
stories
• Curate outside content and news
• Monitor trending posts and hashtags
• Stay true to your brand identity, products you
sell, stories you tell and experiences you
build every day
Mix Up Content To Keep It Fresh & Fun
of Facebook “shares”
Happen on Saturday40%

17. TOP TIP:
Tag person’s social profile
when responding to drive 1:1
relationship and engagement
• Make every message and experience about
their interests
• Show you care by responding directly to their
questions and comments
• Stay tuned to what’s happening now
• Don’t try too hard to piggyback off viral moments
Lose the “Me, Me, Me” Attitude

18. • Create different posts to drive the
same objectives
• Experiment with copy, images,
URLs, text posts, videos
• Avoid drop-off with high-quality
images and videos
• Isolate variables, then test and
tweak
• Be patient and realistic – with
campaign timings and results
Try our new chocolate ice cream and get 50% off your entire offer.
Ice Cream Store
A
Try our new chocolate ice cream and get 50% off your entire offer.
Ice Cream Store
B
Always Be Testing

19. Challenge:
Increase online reach for
an established brick-and-
mortar business
Strategy:
Development of Facebook
company page with quality
content and incentives
Outcome:
• 202 Leads
• 10,364 New
Facebook “Likes”
• 273% Increase in
People Engaged
Social Engagement Pays Off For Triano’s

20. Create and post quality content,
consistently
Add fun with interactive types
of content
Respond directly to audience
Be authentic and relevant
Curate outside content & news
Always be testing and learning
To Do List:

21. Find Your “Sweet Spot”
With Facebook Ads

22. $$ Doubled YoY
(November 2014)
ROI
Facebook Ads: By The Numbers
accuracy on
targeting efforts94%
Facebook has
Hours spent on Facebook
each month
6:35
Facebook visits coming
from mobile
8.25%

23. Identify goals you want to achieve
• More website traffic?
• More phone calls?
• More leads?
• More in-store sales?
• More positive reviews?
• More direct dialogue with Facebook users?
Think strategically, not tactically
It’s not just about deploying ads, but about
targeting them to the right people at the right
times and places
Without Goals, You’re Flying Blind

24. Don’t let intentions – or lack of
intentions – hold you back.
• Target the right audience –
moms, families
• Stay true to Facebook users
social tendencies
• People are more likely to click if
an incentive offers at least 30%
off
Make Ads Worthwhile and
Relevant Enough To Act

25. • Be creative and multi-faceted with types
of photos
• Entice people to want, need and
act more
• Tap into what’s already available
on stock photography & video sites
• Create personalized videos
to showcase your teams,
talents, passions
Make Every Visual Count

26. Focus on compelling users to act,
rather than spraying-and-praying
Page Post Link Ad Domain Ad
Test Ads To Drive Optimal ROI

27. Gender
Languages
Location
Age
Interests
Behaviors
Connections
Keep Up With New Ad Features

28. Challenge:
Boost post-holiday sales
Strategy:
Target and incentivize Facebook users to
redeem promotional offer and buy in-
store
Outcome:
• 257 Offers Claimed
• 60 In-Store Redemptions
• $5,500 Net Store Sales
• 1,100% Increased ROI
Personalized Ads Amplify Seasonal Sales

29. Set goals
Use high quality visuals
Personalize ads to solve your
audience’s pain points
Compel actions with incentives
Always be testing and learning
Measure results
To Do List:

30. Measure, Report
& Learn From
Data That Matters

31. • Understand user behaviors
• Learn about preferred content types
• Prove concretely if social strategy is working
• Highlight gaps or missed opportunities
• Improve future campaigns
Metrics: Measure What Matters

32. Metrics: Cost Per Action
• Track conversions
(contest signups,
ecommerce, etc.)
• Measure for online
and offline success

33. • Conversion Lift
makes it possible to
drive in-store sales
lifts
• Create test groups
versus control
groups
Currently testing with larger advertisers,
but will open up to all advertisers soon
Metrics: In-Store ROI

34. You Don’t Need
Massive Budgets to See ROI
Small to medium spenders (i.e. not large retailers) actually
see the best results on Facebook

35. Increase your resources and budgets
Invest more in education and training
Use the right tools and technology
Measure performance, report and
learn from data
To Do List:

36. Jodi Phillips
VP, Media &
Analytics
Jerilyn Soncrant
Product Marketing
Manager
Greg Sterling
VP, Strategy & Insights
QUESTIONS?

37. More Content To Help You
Better Understand How To Boost ROI From
Quality Content & Ads on Facebook
Q&A With BLiNQ Media VP, Jodi
Phillips
Research Study
Slideshare of Presentation Ebook: Boost ROI From Quality Content &
Ads on Facebook