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Facebook for Business

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by

Ali Donaldson

on 30 November 2014

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Transcript of Facebook for Business

Connect with existing contacts or re-market to new audiences, then create engaging ads catered to these people
;aksldfkljSuccess Story
World's largest social network
In a nutshell
Purpose/Mission
Let's get started
Facebook Success Story: SweetHaus
Facebook for Business
Just A Click Away
Content Strategy 101
Facebook will help your business
Facebook Success Story: Banana Republic
Decide how you want to connect
https://www.facebook.com/business/overview
Get to know
Founded in 2004 by
Mark Zuckerberg
?
Who uses Facebook?
Set up your Facebook Page
Find your audience
Develop your content
Everyone
!
Let's talk Stats
71% of all online users
63% visit daily
Goals:

to entice
the locals;
build (brand)
awareness;
drive in-store
sales
Products
Used
Pages
with a
Location
?
Facebook
Offers
Sit back and relax
Special discounts
and promotions
“I can post something on Facebook and get a response in minutes. People will call me immediately about something they see promoted. It’s effective word-of-mouth advertising, plus we can join the conversation. No other advertising medium is as measurable or delivers such immediate results.” - Tara Koenig, Owner
-Facebook is still 100% free
-Premium services available
-Largest reach of any social media platform
-Global Reach: diverse users





You're just a click away...
Demographics
increased brand
awareness and
growth of amount
of local customers.
12% redemption rate of Facebook offers
2,444
engaged
fans
15% increase in page likes
in 2 weeks
Make the world more open and connected.
Increase Brand Awareness
Age
Gender
Ethnicity
Launch a New Product
Connect With Customers
84%
of 18-29 year-olds
79%
of 30-49 year-olds
60%
of 50-64 year-olds
45%
of 65+
Increase In-Store and Online Sales
Wheel of Success
Goals:
Drive in-store sales and
Increase online sales
Products
Used
News Feed Placements
Custom and Lookalike Audiences
"Facebook’s Custom Audiences was a way for us to identify our best customers, lapsed customers and prospects, and then build lookalikes specifically against each group. Facebook also has massive reach. Once we were able to prove that this test worked, we were able to scale to where it actually brought in enough incremental sales to contribute to the bottom line."
Ann Cleveland, Global Media, Banana Republic
Know Your Goals
Outcome
We'll Get You There
66% of men
76% of women
"A place just to start a conversation"
Outcome
71% of White users
76% of Black users

Results with
73% of Hispanic users
Interact with Your Base
almost 4 times
higher return on
ad spend than other display
advertising channels
top-performing channel for new customer acquisition
Tools To Use
60% higher click-through rate using Facebook lookalikes compared to other display media
Pages
Facebook Success Story: Dallas TNT
https://www.facebook.com/business/success/sweethaus
Share content
https://www.facebook.com/business/success/banana-republic
Enhance Online Presence and Search Engine Optimization
Constant content consumption
Facebook users are
different

Highly
engaged
consumers
Goals:
Build awareness, launch a new product, and reconnect with a preexisting audience while connecting with a new generation of viewers
Products
Used
News Feed Placements
Target and Reach Blocks
Apps and Timeline Integration
Building an application with Open Graph allows businesses to foster a deeper integration with Facebook and share rich user stories
Bouncing to the top
Add a location and contact information to help customers connect on-the-go
Increase overall brand visibility
Posting Content
Mobile Placements
Reach precisely the right people with: custom audiences, lookalike audiences, conversion tracking, etc.
Product Launches
Contests, Competitions
Outcome
Customer Polls
"Facebook was the place where we could foster and engage a community and build scale in terms of word of mouth."
-Christine Drayer, Vice President Turner Entertainment Networks
Meet the average user
40% of users log on multiple times a day
The average user:
Spends over
700 minutes
a month on Facebook
Creates
90 pieces
of content each month
Like and Share Campaigns
Free and User-Friendly Facebook Analytics
TNT's
of success
No. 1 scripted cable series; 8.3 million viewers drawn in for the two-hour launch

No. 1
telecast

Is connected to
80
community pages, groups, and events
https://www.facebook.com/business/success/dallas-tnt
Twice as many exposed Facebook users who had heard of the show planned to watch it vs. the general population
The average user:
Events
Ratings and Reviews
More than 13 times higher engagement rates for News Feed placements as opposed to right-hand side placements
The average user:
Web
Mobile
399 million users
only
log in with phone
Premium Content
-Newsfeed Placement
-Sponsored Activity
-Paid-for advertisements


Multiple platforms of
Discounts
Insights and Behind the Scenes
Around 1.3 billion users access Facebook on the web
Over 1 billion users access Facebook via mobile
-With premium services, Facebook ads can help increase sales.
-Large networking value: find/reach new clients and contacts, partner with businesses.
-Enhanced interactivity amongst businesses and consumers.
Target Specific Audiences
Just about
So why Facebook?
Any drawbacks?
Through focused, deliberate and consistent use of all the right tools, you won't get lost in a sea of Facebook pages!
Advertise
with Facebook
Ads reach 89% of intended audience
Reach the right people
Use ads to:
Reach more people
Target a specific audience
Create brand awareness
Generate sales
How ads work
Targeted to highly engaged, relevant people
Target your audience
Location
Behaviors
Demographics
Connections
Interests
Ad tools
Boosted Posts
Best for:
Getting people to see your posts
Promoting special events, offers, and news
Facebook Offers
Best for:
Custom and Lookalike
Audiences
Increasing in-store sales through foot traffic
Audience engagement
Ads create tool
https://www.facebook.com/business/products/ads/
https://www.facebook.com/business/products/ads/
Targeting the right audience
Reaching specific goals
Best for:
https://www.facebook.com/business/products/ads/
http://www.theverge.com/2014/7/23/5930743/facebooks-new-stats-1-32-billion-users-per-month-30-percent-only-use-it-on-their-phones
http://www.mediaplussea.com/demographics-social-media-sites-2014/
http://www.mediaplussea.com/demographics-social-media-sites-2014/
https://blog.kissmetrics.com/facebook-statistics/
Full transcript