Know the Algorithm: Using Facebook to Grow Your...

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    Know the Algorithm: Using Facebook to Grow

    Your Business

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    Ali AfsharAccount Manager

    Facebook

    Renelly MorelDirector of Social Media

    Tangible Media

  • Using Facebook to Grow your Business

  • Topics

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    1. WHO WE ARE: FACEBOOK & TANGIBLE MEDIA

    2. WHY IS FACEBOOK RELEVANT

    3. WHAT FACEBOOK MARKETING CAN DO

    4. CREATING A CAMPAIGN

    5. SUCCESS WITH FACEBOOK

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    1 Who We Are: Facebook & Tangible Media

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    2 Why Facebook is Important

  • Because the US is on Facebook!

    230M+People in the US on

    Facebook

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

  • Because Texas is on Facebook!

    20M+People in Texas on

    Facebook

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

  • Because the people you care about are on Facebook!

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    5M+Houston

  • Because the people you care about are on Facebook!

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    5M+Houston 2M

    Austin1.5M+San Antonio

    5M+Dallas

  • Because the people you care about are on Facebook!

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    5M+Houston 2M

    Austin1.5M+San Antonio

    1M+New Orleans

    5M+Dallas

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    Demographics• Cities• Education• Relationship status

    Connections• Facebook page• Facebook event

    Interests• Hobbies• Entertainment• Business & industry

    Behaviors• Travel• Purchase behavior• Digital activities

    Custom Audiences • Website traffic• Newsletter lists

    There are 100+ ways to target the right people!

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    3 What Facebook Marketing Can Do

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    So what can you do with Facebook Marketing?

  • F A C E B O O K E N A B L E S Y O U T O D E L I V E R

    the right contentto the right person

    at the right time

  • D R I V I N G AW A R E N E S S

    Use Facebook for:

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    Ensure the right people see your message at the

    right time

  • P R O C U R I N G L E A D S

    Use Facebook for:

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    Easily collect contact info from people interested in becoming your customer.

  • R E M A R K E T I N G

    Use Facebook for:

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    Promote products to people who have already

    expressed interest.

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    4

    Creating a Campaign

  • Start by creating a Facebook Page – quick, easy & free!

    Getting started – Create a Page

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

  • Next, create an Instagram account for your business so you can reach people on both platforms

    Getting started – Create an Instagram account

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

  • The Facebook Pixel is critical any online marketing. Having the Pixel on your site lets you:

    Getting started – Install the Pixel (optional)

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    Find purchasers

    Enable remarketing

    Find higher quality traffic

  • P i c k t h e o b j e c t i v e A d d t h e m e s s a g eC h o o s e yo u r a u d i e n c e

    Creating the Campaign – Three Major Steps

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

  • Hypothetical Situation:

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    We are Jaspers Market. We recently opened up a new store in the Houston area and we want to make sure people in the neighborhood know we are open.

  • P i c k t h e o b j e c t i v e

    Creating a Campaign for Jaspers Market’s Store Opening

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    Make sure to align your end-goal with the campaign objective

  • P i c k t h e o b j e c t i v e

    Creating a Campaign for Jaspers Market’s Store Opening

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    Make sure to align your end-goal with the campaign objective

    If we want to make sure people are aware of a store opening, we would choose an “Awareness” objective

  • P i c k t h e o b j e c t i v e

    Creating a Campaign for Jaspers Market’s Store Opening

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

  • C h o o s e y o u r a u d i e n c e

    Creating a Campaign for Jaspers Market’s Store Opening

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    When trying to target local, take advantage of radius targeting

  • C h o o s e y o u r a u d i e n c e

    Creating a Campaign for Jaspers Market’s Store Opening

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

    When trying to target local, take advantage of radius targeting

    Since we’re opening one store in a small area, we would target people within a +15 mile radius

  • C h o o s e y o u r a u d i e n c e

    Creating a Campaign for Jaspers Market’s Store Opening

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

  • A d d t h e m e s s a g e

    Creating a Campaign for Jaspers Market’s Store Opening

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

  • A d d t h e m e s s a g e

    Creating a Campaign for Jaspers Market’s Store Opening

    DISCLAIMER: Marketing outcomes depend on a variety of factors and can vary. Nothing in these materials is intended or should be construed as a warranty or guarantee of results to be achieved.

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    Tracking Performance

    Insights and learnings

    Key Performance Indicators

    • Reach• Impressions • Clicks • Cost per Result

    Measuring Success

    • Adset level performance

    • Ad level performance

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    Measuring Success

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    5

    Success with Facebook

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    Their Goal: The New Orleans Tourism Corporation wanted to encourage people to visit New Orleans by showing parts of the city that are less known.

    • Utilize existing video and repurpose it for newsfeed

    • Target a broad group of users 25-39 residing outside of New Orleans interested in traveling and vacations.

    • Retarget users from the first part of the campaign with new creative

    Results:

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    Their Goal: Houston First wanted to drive sales of their e-commerce store online.

    • Utilize Facebook pixel to track purchases and drive ads to users more likely to buy

    • Target Gift Givers and Women 25+ in Houston

    • Remarket to Visit Houston site visitors• Test and iterate creative on a weekly

    basis based on results

    Results:

    • Reached 144,700 users on Facebook and Instagram

    • Drove over 60% of sales• Instagram drove the most purchases

    for the campaign

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    Q&A

  • Thank you

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    Slide Number 1Slide Number 2Using Facebook to Grow your BusinessSlide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Facebook enables you to deliverSlide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Slide Number 28Slide Number 29Slide Number 30Slide Number 31Slide Number 32Slide Number 33Slide Number 34Slide Number 35Slide Number 36Slide Number 37Slide Number 38Slide Number 39