Facebook Small Business Boost Slide Deck

Facebook brings businesses and people together

People like you are using Facebook to find customers and grow sales

•  25M businesses with Pages

•  1M+ active advertisers

• Proven results

29.6%

40.9%

14.9%

7.7%

7.0%

43.60%

37.40%

11.90%

4.50%

2.80%

Digital

TV

Radio

Print**

Other

Share of Time Spent per Day with Major Media US Adults 2010-2013

2012

2015

Your customers spend more time than ever in digital channels

Source: eMarketer, July 2013 **offline reading only

Your customers likely spend more time on Facebook than on other online destinations

30.5

11.1

7.3 7.2 6.4

3.1

11.3

0.7

4.1

8.5

0.7 0.5

Facebook Instagram Google YouTube Twitter Pinterest

Ave

rage

dai

ly m

inu

tes

per

use

r

Mobile Time Spent

Desktop Time Spent

Source: Data calculated from comScore Key Measures and Mobile Metrix US, July 2013

21% of total mobile

time spent

Facebook and Instagram are

Time spent on mobile & desktop (US)

Your customers are likely Facebook regulars

Every day. Every month.

Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013

128M people daily

of monthly active users return daily 72%

101M people daily on mobile

179M people monthly

74% of internet users in the US

That’s

142M people monthly

on mobile

58% of mobile phone users in the US

That’s

Facebook inspires purchases

Source: Vision Critical, June 2013 (based on interviews with 5,657 consumers in the US, Canada and the UK)

38% of respondents have made a purchase as a

result of a share or like

30% in-store

29% online

Drive higher returns for your business

Source: Datalogix, June 2012

>3x Over 70% of campaigns had a

return on ad spend >5x and over 49% of

them had a return on ad spend

Let’s start with your goals

Facebook is designed to meet your primary marketing goals

Build awareness of your business

Bring people to your business

Increase website clicks or conversions

Use Facebook to bring more people to your business

Follow these steps to build a bigger business presence on Facebook

Complete your Page Create Content Advertise Measure

Use your Page to promote your business

Complete your Page to attract more people:

•  Complete all Page profile info

•  Use a cover photo of the outside of your business

•  Invite customers, friends, family and email contacts to like your Page

•  Use Facebook store signage www.facebook.com/business/signage

GOAL: IN-STORE SALES Create Content Advertise Measure Complete Page

Profile data helps people find you on Facebook

92% of searches for

local businesses via social are on Facebook1

People search for places, businesses, people and things

Results show an image, street address, hours of operation, and map location

Users can refine results by type, location, friends, etc.

Connections with your Page drive discovery

GOAL: IN-STORE SALES

1Source: Neustar Localeze and 15miles 6th Annual comScore Local Search Usage Study

Create Content Advertise Measure Complete Page

Profile data gets you discovered on Nearby


1Source: Facebook Internal Data


113M Check-ins

each month1

Create engaging Page content



Create post content that appeals to customers

Fun, regular posts encourage customers to visit your business.

Tips for engaging Page content:

•  Experiment to learn what works best with your customers. Questions can be a great place to start

•  Play on products that are customer favorites

•  Use large, colorful photos

•  Schedule multiple posts in advance to save time


Customer-submitted posts can be very effective

Ask customers to submit their user photos.

Tips for getting customer submissions:

•  Feature a customer of the week based on who checks-in or posts images from your business

•  Ask customers to post their tasteful photos on your timeline

•  Offer discounts or special gifts to customers submitting the best photos

•  Encourage other customers to vote on posts as part of promotions


Consider a Page promotion

Run promotions on your Page

Tips for running a successful Facebook promotion:

•  Post promotions that are tied to your business objectives

•  Use promotions to build awareness for a new product, service or location opening

•  Make promotion prize compelling

•  Follow Facebook posting best practices: fun images and compelling text work best

•  Create Promoted Posts or ads for your Page post to broaden the reach of your promotion


Your Page posts appear in users’ News Feeds


Page Posts Fans and friends News Feed

Only so many updates can appear in News Feed


Page Posts

Only most relevant content appears in News

Feed

Fans and friends News Feed

Pages Manager app

Manage your Page from your smartphone while on the go. Available for iOS and Android devices.

Handle key Page management tasks from anywhere:

•  Post new updates and photos

•  Respond to comments and messages as they arrive

•  Access important Page Insights metrics


Page Insights

Use information on your audience and posts to improve your ability to reach with customers.

Stay on top of your Page posting activities:

•  Measure the number of people reached by posts

•  Understand what posts people like the most

•  See demographic data about your Page followers

•  Plot the time of day your followers are online

•  Track new Page Likes

Stay on top of how your Page posts are performing


Advertise your business on Facebook



Choose your advertising objective

Choose to get page post engagement, page likes, Offer claims or event responses.

•  Promote posts about products and services

•  Increase your audience on Facebook

•  Offer coupons customers redeem at your business

•  Bring people to your business for an event

Facebook advertising is built around your objectives


There are 2 places you can create ads


Your Page

Ads Create Flow: facebook.com/ads/create

Use the Ads Create Flow if you have more time and want to: •  Test different kinds of ad imagery and copy •  Build advanced types of targeting groups •  Manage campaigns consisting of several different ads

Boost posts and create ads from your Page if you want to: •  Build your first Facebook ad •  Boost a single post or ad •  Target your ad only to your surrounding community


There are 2 places where you can show ads


News Feed Desktop and Mobile locations

Right Column Standard and Homepage locations

These ads show in the right column on Facebook when people are using desktop computers. They’re a great way to: •  Test new offers targeted to different audiences •  Promote content that will get people to click to your Page •  Supplement News Feed ads

Ads have been redesigned to get more people to notice your business: •  Larger images get more attention from Facebook users •  Ads can be displayed in News Feed and the right column,

reaching mobile and desktop •  In a recent study, Facebook advertisers saw 26x higher

ROI with News Feed ads1

1On average, advertisers saw a 53% ROI using Page post link ads. See: http://www.nanigans.com/2013/06/17/how-page-post-ads-in-the-newsfeed-drive-direct-response-and-ROI-study/


Page Like ads

Ads that build awareness and event attendance

Event ads


Build a local audience to keep your business top-of-mind when people make purchases Entice Facebook users close to you to like your Page, so they receive updates about your business

Promote special events designed to bring more people into your business Customers get all pertinent event information and simply click a button to join the event, and receive future reminders


Ads that promote products and build store traffic

Offer ads Page post ads


Composed of a post from your Page. It can include a photo, video, link or text When using photos, keep text overlay to a minimum. Images with more than 20% text will be not be approved

Distribute targeted deals that get customers to purchase at your business Interested customers claim the offer on Facebook and receive an email coupon that is presented at your business


Choose how you want to target your ads

Data type

Geographic

Interests

Demographic

Lifestyle/life-stage

Application for your ads

Interested in skiing

New parents

iPad user

Food & wine aficionados

In market for entry level car

Ads Targeting

Tool


Ads Insights

Track the ongoing progress of your ads in the Ads Manager. It allows you to: •  View all of your Facebook Ad campaigns in one place •  Make changes to your ad creative, bids and budgets, and

pause or restart your ads at any time •  View and export reports customized to your needs

Stay on top of how your ads are performing


Facebook.com/ads/manage

Kay’s Designer Consignment


BACKGROUND Kay’s is located in Ormond Beach, FL. Kay spent thousands of dollars advertising in local newspapers and tourist guides that produced only had a handful of sales. Facebook gives her up-to-the-minute connections with customers and consignors. Kay can get the word out instantly, at a far lower cost and a far more effective delivery rate. “Our business has grown tremendously using Facebook Ads. After 11 years in business, we’ve learned that print advertising simply doesn’t work. Facebook does and it helped us achieve a 30% sales increase. We’re growing our business, and even shipping items outside of our area on a consistent basis. Facebook also helps us keep in touch with out-of town clients and run local fundraisers.” --Kay Gibbs Martinovic RESULTS •  23x return on ad spend ($2300 in ads led to $55,000 incremental sales) •  30% overall increase in sales •  40% increase in average transaction value in 9 months

Kay Gibbs Martinovic, Owner

Karaoke Heroes


BACKGROUND Karaoke Heroes is the only karaoke bar in the state of Connecticut, and the only superhero karaoke bar in the U.S. They're all about interactivity in nightlife-- creating a self-affirming nightlife experience. Andy Lebwohl was a big-firm lawyer who needed a change. He went to business school and put together a business plan combining his two favorite things-- karaoke and superheroes. Andy validated the business concept exclusively through Facebook, raised some investor money, and the rest is history! “When we first opened, three-quarters of new customers indicated they had heard about us through Facebook advertising. As word of mouth has grown, that has dropped to about half, but the value hasn't changed-- Facebook ads bring bodies in our door! From being deep in the red when we opened, we're now solidly and consistently in the black, and about 2/3 of that is from customers who found us through Facebook.” RESULTS •  50% of new customers come through Facebook •  4000+ local likes – they’ve almost saturated the New Haven area •  Regularly sell out big events (New Year’s Eve, Karaoke Contests) on Facebook

Andy Lebwohl, Owner

Rice Creek Family Dentistry


BACKGROUND South Carolina couple Andrew Schweiger and his wife, Dr. Andrea Schweiger, wanted to provide superior customer service and family dentistry services. They also aimed to reduce patient anxiety commonly associated with dental appointments and create an inviting office, with easy-to-understand education materials. Their strong focus on building trust and strong patient relationships has been successful and helped them open a second location in 2011. "Facebook's Promoted Posts have performed phenomenally for our family dentistry business. We've linked our posts to a contact form, so prospective patients can schedule their first appointment without even leaving Facebook!” RESULTS •  20% increase in new patient traffic •  29X average return on advertising for Promoted Posts •  7x return on ad spend from regular Facebook Ads

Andrew Schweiger, Co-founder

Facebook is designed to meet your primary marketing goals

Build awareness of your business

Bring people to your business

Increase website clicks or conversions

Use Facebook to drive online sales and traffic



Use your Page to drive online sales and traffic

You don’t need a Page to advertise on Facebook, but having one can help direct more clicks to your website.

To get the most out of your Page:

•  Include a link to your website, general email address and phone number. This info helps your ranking in Facebook search results

•  Use a cover photo of your product or business category

•  Invite customers, friends, family and email contacts to like your Page

GOAL: ONLINE SALES Set up Ads Target Ads Optimize Ads Complete Page

Choose your advertising objective

Choose to drive traffic to your website or to increase website conversions.

•  "Clicks to Website” (basic): These ads are optimized to get more people to visit your website

•  "Website Conversions” (advanced): These ads are optimized to increase website conversions by using a pixel to track conversions such as checkouts, registrations and leads

Facebook advertising is built around your objectives


Facebook.com/ads/create

Choose where you want to show your ads


News Feed Desktop and Mobile locations

Right Column Standard and Homepage locations

These ads show in the right column on Facebook when people are using desktop computers. They’re a great way to: •  Test new offers targeted to different audiences •  Promote content that will get people to click to your website •  Supplement News Feed ads

Ads have been redesigned to get people to visit your website: •  Larger clickable space: photo and text block link offsite •  Reach more people: ads can be displayed in News Feed

and the right column, reaching both mobile and desktop •  Get better results: In a recent study, Facebook advertisers

saw 2.2x higher ROI with News Feed ads1

1On average, advertisers saw a 53% ROI using Page post link ads. See: http://www.nanigans.com/2013/06/17/how-page-post-ads-in-the-newsfeed-drive-direct-response-and-ROI-study/

News Feed ads

To create engaging News Feed ads:

•  Keep posts short, simple and authentic

•  Use lifestyle photos or attractive product imagery

•  When using photos, keep text overlay to a minimum. Images with more than 20% text will be not be approved

These redesigned ads offer the largest amount of clickable space for your website link


Right Column ads

These ads are a great way to test creative and targeting if you don’t have a Page.

To create engaging Right Column Ads:

•  Use lifestyle photos or attractive product imagery

•  Focus your ad copy around the value your product, offer or business provides to customers

Ad format optimized to drive people to websites outside of Facebook


Ads Insights

Track the ongoing progress of your ads in the Ads Manager. It allows you to: •  View all of your Facebook Ad campaigns in one place •  Make changes to your ad creative, bids and budgets, and

pause or restart your ads at any time •  View and export reports customized to your needs

Stay on top of how your ads are performing

Set up Ads Target Ads Optimize Ads Complete Page

GOAL: ONLINE SALES

Farmgirl Flowers


BACKGROUND Farmgirl Flowers is a SF-based online florist started by Christina Stembel to offer flowers from local farmers. The company has made sustainability a priority, using only bicycle delivery and offering just one arrangement each day to reduce waste. Christina wanted to increase clicks to her website to grow sales. Facebook offers her a way to increase traffic and sales on her ecommerce site. “Facebook delivered such strong results in driving online sales and traffic to our site that we no longer bother with other traditional marketing channels. Our ad campaigns have helped us reach new audiences and mobile users, which is important since many customers order flowers on the fly. We've grown 3-4X annually and Facebook has played a crucial role in our growth story.” RESULTS •  12X return on ad spend •  25% increase in online sales from ad campaigns (between June 2013 and

September 2013) •  20% increase in website traffic in 12 months

Christina Stembel, Owner

www.facebook.com/business www.facebook.com/help

Advanced tools for boosting online sales

GOAL: ONLINE SALES

Power Editor

Power Editor is a tool that helps businesses manage multiple campaigns or a large volume of ad creative

•  Power Editor makes it easy to create, edit, manage and optimize ads, campaigns, and Page posts in bulk, across a large number of different ad accounts and Pages

•  Save time by mass-editing ads and Page posts across campaigns, accounts and Pages, and creating ads in bulk

Manage Facebook campaigns at scale


Custom Audiences

Custom audiences make it easy to target specific customers or prospects at scale. They allow you to:

•  Match your customer list against Facebook users in a secure and private way. Email match rates are typically greater than 60%

•  Use your customer list together with Facebook standard targeting, such as demographics and location, to reach highly engaged customers

Reach existing or new customers on Facebook with customer data you already have


GOAL: ONLINE SALES

Lookalike Audiences

Lookalike audiences let you find more people who are very similar to a customer list you care about, and reach new people who are likely to be interested in your business.

•  Simply create a custom audience based on your existing contacts, and use lookalike audiences to find people on Facebook with similar demographics and interests

•  It’s a great way to expand your reach and drive more high-quality customers to your site, at no extra cost

Find more people who look like your best customers


GOAL: ONLINE SALES

www.facebook.com/business www.facebook.com/help

Documents

Facebook Small Business Boost Slide Deck