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Small Businesses: How to Get the Most from Facebook

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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

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Small Businesses: How to Get the Most from Facebook

  1. 1. Small Businesses: How To Get The Most From Facebook
  2. 2. Jodi Phillips VP, Media & Analytics Jerilyn Soncrant Product Marketing Manager Greg Sterling VP, Strategy & Insights Meet Our Expert Panel
  3. 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. 4. Sound Familiar?
  5. 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. 6. Where Do Small Businesses Fit In?
  7. 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. 8. Facebook is more than just a “like” machine
  9. 9. Source: Thrive Analytics, 2014 Facebook Captures More Local Business Reviews Than Yelp and Google
  10. 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. 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. 12. • Relevance Scores define ads • Conversion Lift takes off • New ways to actually measure ROI New Algorithms & Features Can Add To Confusion
  13. 13. Make Your Organic Efforts Work Harder For You
  14. 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. 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. 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. 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. 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. 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. 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. 21. Find Your “Sweet Spot” With Facebook Ads
  22. 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. 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. 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. 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. 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. 27. Gender Languages Location Age Interests Behaviors Connections Keep Up With New Ad Features
  28. 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. 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. 30. Measure, Report & Learn From Data That Matters
  31. 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. 32. Metrics: Cost Per Action • Track conversions (contest signups, ecommerce, etc.) • Measure for online and offline success
  33. 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. 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. 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. 36. Jodi Phillips VP, Media & Analytics Jerilyn Soncrant Product Marketing Manager Greg Sterling VP, Strategy & Insights QUESTIONS?
  37. 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
  • wprasit

    Mar. 17, 2015
  • sierig

    Mar. 12, 2015

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

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