new features of facebook fall 2014
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Faebook FeaturesTRANSCRIPT
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Facebook Over 1.23 billion Facebook users
Facebook is on three of every four smartphones
945 million mobile users
More than half of people on Facebook visit every day
Average time on site: 21 minutes per day
Facebook’s ads reach an average of 89% of its intended target audience
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We’ll cover Facebook Advertising
Boosting Posts
Tools for Page Admins
Facebook Insights
Video Capabilities
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Facebook Advertising
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Establish your goals Increase in-store sales - Increase foot traffic and make it
easier for people to find and share information about your business.
Increase online sales - Find new customers and deepen relationships with people who’ll click through and buy.
Launch a new product - Generate excitement and maintain momentum around a new product or service.
Build Awareness - Express what makes your business unique and stay top-of-mind for future product decisions.
Promote your mobile App - Get your app into the hands of the right people and keep them engaged.
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Facebook - Getting Started
http://www.facebook.com/pages/create.php
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Facebook - Getting Started
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Important! Ecommerce - make it easy for people to browse and buy
Storefront – make sure your page has all the info people need to find your store
For product launch – post teaser images and videos in advance
Pick a cover photo to showcase your environment or products in the best light
Upload photos and videos that bring your business to life. These can be product photos or even photos of your establishment and the people who work there.
Add at least 1 Category to your page so you get found in Facebook searches
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Identify Your Target Market What do your favorite customers have in common? Who
else would you like to bring in?
Consider:
Which few distinct groups of people would you like to bring in? What are their age ranges and interests? Where do they live?
How can your business help them?
Would one group be more interested in trying out specific products, a sale or a timely offer?
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Create Compelling Content Create posts that highlight the best of your business. Use
photos and information that will bring your business to life and give people a reason to visit.
Be inviting, and be yourself. Authenticity (for example, asking questions, expressing why you’re passionate about your business and your customers) can help people connect.
Post regularly, and at the right times. If you’d like to catch people on their morning commute or just before their lunch hour, you can. If you’re busy at those times, you can even
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Reach The Right People Promoting posts and creating ads for specific audiences
helps you reach more of the people who matter most to your business.
Find new customers by creating ads for people using targeting options like location, demographics, interests and behaviors. To get the most out of your existing Facebook audience, you can also create ads for the people who like your Page and their friends.
Offers are one of the best ways to increase foot traffic. Offers are like coupons, perfect for encouraging people to come in soon.
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Facebook Ads Ads on Facebook are shown to specific groups of highly
engaged people on desktop and mobile.
The more you boost your Page posts and create targeted ads for specific groups of people, the more people will see them when they visit Facebook.
When you set up an ad on Facebook, you’ll be asked to choose your goal, targeting options, etc.
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Preparing to Advertise What is your objective – Like the page? RSVP for an
event? Go to your website?
Conversion Tracking Pixel
When you advertise a website off of Facebook and there’s a specific action you want people to take as a result of your ad (ex: buying something), you can set up conversion tracking pixels so you know whether or not your ads are paying off. See more: Conversion Pixel in Facebook Help.
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Choose your ad creative When you create an ad on Facebook, you’ll be given the
option to upload up to 6 different images as an easy way to understand which ad performs best and get the most out of your advertising spend.
When you provide multiple images, Facebook creates multiple ads for you under one campaign, so you can use your campaign budget toward the ad that’s performing better than the others. You’ll only be charged once for the budget you decide on even if you use multiple images.
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Terms Interests – Pages they’ve liked, interests and activities
Behaviors – Purchase behaviors or intents; device usage
More Categories – Facebook categories you’ve requested access to
Campaign – can have multiple ad sets
Ad Set – group of ads under 1 campaign
Budget – Maximum amount you want to spend – daily or lifetime
Bidding – Can bid for your objective or per click or impression
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Facebook.com/ads
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Facebook Likes Ad
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Page Post Ad - Video
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Page Post Ad - Photo
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Offer Ad
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Event Ad – Right Side Only
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Page Link Ad
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Ad Placement - Mobile
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Ad Placement - Newsfeed
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Ad Placement – Right Column
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Boosting Posts You can boost any post you share from your News Feed,
Timeline or Page, including status updates, photos, videos and offers. Any post you boost will appear higher in News Feed to help more people see it.
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Boosted posts appear in News Feed and show up higher, so there's a better chance the audience for the posts will see them. Boosted posts are labeled Sponsored. Boosted posts don’t appear in the right column of Facebook.
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Boosting Posts Go to any post you've recently created.
Click Boost Post at the bottom of your post.
Choose your audience and budget based on how many people you want to reach. You can also click More Options to select the duration of your boost or change your payment method.
Click Boost Post.
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Boosting Posts - Cost The cost to boost a post depends on how many people
you want to reach. To see different budget options, go your post and click Boost Post. In the dropdown menu next to Maximum Budget, you'll see the estimated reach for each budget. To create a custom budget, select Choose Your Own.
The budget you choose is a lifetime budget that will be spent throughout the duration of your boosted post. You'll be charged for the impressions on your post, which may sometimes be less than your budget.
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Boosting Posts - Budget
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Boosting Posts - Targeting
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Boosting – Stop or Pause
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Boosted Posts - Performance Shortly after boosting a Page post, you’ll be able to see its
performance in ads manager and in the Posts tab of your Page Insights.
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Boosted Posts - Performance You can also go to the post on your Page's Timeline to see
how it's performing. In the bottom left of your post, you'll see the total number of unique people who saw your post. Hover over or click this number to see the following breakdown:
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Tools for Admins
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Video Autoplay
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Video Autoplay Videos play as they appear on screen without sound. If
you don’t want to watch the video, you can simply scroll past it.
If the video is clicked or tapped and played in full screen, the sound for that video will play as well
At the end of the video, a carousel featuring two additional videos will appear, making it easy to discover more content from the same marketer
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Video Autoplay On mobile devices, all videos that begin playing as they
appear on the screen will have been downloaded in advance when the device was connected to WiFi — meaning this content will not consume data plans, even if you’re not connected to WiFi at the time of playback
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Video in the News Feed Revamped the algorithm that decides what users see in
their news feeds by considering whether someone has watched a video and for how long they watched it.
Consumers who watch videos on Facebook—uploaded directly by brands or their friends—will likely see more videos in their news feeds.
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Video in the News Feed The number of users who watch videos on Facebook is
rapidly growing
Twice as many people watch videos on Facebook than did so just six months ago.
However, consumers who tend to skip over videos will likely see fewer videos as a result of the change.
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