At LSA16, Douglas Thompson of Constant Contact discussed the company's new Facebook integration that turns emails into Facebook ads and shared some early results. For more on the session visit: http://bit.ly/21Uln8k

1. © Constant Contact 2015
Playing to the SMBAdvantage
How small businesses are changing with the game and
adapting to the advertising landscape

2. © Constant Contact 2015
DougThompson
Global Partnerships
Constant Contact
@constantcontact facebook.com/constantcontact
Welcome

3. Setting the
stage…
1. The changing landscape of advertising
2. What assets do small businesses bring to
the table?
3. How the game has changed

4. The changing landscape of advertising
Ad spend follows eyeballs, which are social + mobile.
• Q4 2015 ad
revenue: $5.6b
• + 57% YOY
Sources: Global Web Index Social Summary, Q4 2015; eMarketer 2015; Facebook Q4 Results
mobile will account
for 63% of total
digital spending in
2016

5. Priorities have shifted
Source: BIA/Kelsey Local Commerce Monitor Wave 18, Q2 2015
12-Month Marketing Priorities (Retail Small Businesses)
“Very high” or “Extremely high” priority

6. Does this work for small businesses and organizations?
Too expensive. Too wasteful.
Too vertical.
Low customer
satisfaction.
High churn.

7. Setting the
stage…
1. The changing landscape of advertising
2. What assets do small businesses bring to
the table?
3. How the game has changed

8. How much do I need to spend to make it work?
Does it work?
Do I need a contract? Am I locked in?
Am I advertising in the right place? Who sees my ad?
Are they relevant?
Am I wasting money?
Small businesses have doubts…

9. Small businesses have an advantage.
The relationships they have with
customers and members.

10. Two key ingredients for a
successful advertising
campaign:
Small businesses
have both.
Advances in
audience
targeting.
The rise of
native
advertising.
The right
audience.
A great
message.
Two important
new tactics:
Small businesses
have access to both.

11. Setting the
stage…
1. The changing landscape of advertising
2. What assets do small businesses bring to
the table?
3. How the game has changed

12. Automatic creation of Facebook-ready
promoted post and a “Lookalike” audience,
created based on their list
Where the magic happens
Small business creates
content or offer
• Actions taken
• New names
added to list
Send out via email to their list

13. The positive cycle
• Create content
• Use own segmented list
• Build targeted
“lookalike” audience of
potential prospects
• Send content to targeted
list, increase exposure
NEW SALE
• New prospects see
content, sign up for list
• Small business’
segmented lists are
further refined
HalfMoon YOGA STUDIO

14. Is it advertising or engagement?
Yes!
Engagement advertising.
Using paid promotional activities to
expose a business’ engaging content to an
audience of new prospects.

15. Setting the
stage…
1. The changing landscape of advertising
2. What assets do small businesses bring to
the table?
3. How the game is changed
So, what’s next?

16. Will it work?
Industry CTR for
banner ads
< 0.01%
*
Facebook CTR for
national ads
1.12%
Constant Contact CTR for
local ads
>2.5%
Source: AGC Insights, March 2015
Source: Nanigans, Global Facebook AdvertisingBenchmark
Report, Q1 2016 Source: Constant Contact, February 2016

17. Drive engagement…drive business…
Engage
Engagement drives
social visibility

18. © Constant Contact 2015
DougThompson
Global Business Development
Constant Contact
@constantcontact facebook.com/constantcontact
Thank you!