Facebook can be used as a powerful database for businesses to understand customer behaviors and target advertising. Businesses can create Facebook applications to gather user data with permissions and target ads based on user interests, behaviors, and connections visible on their profiles. Facebook also has advertising options outside of Facebook through tools like the Like button that allow businesses to promote content and actions back to users' profiles to bring in traffic, leads, and engagement at low costs.

1. ADVANCED TIPS ON FACEBOOK FOR YOUR
BUSINESS
Facebook as a database

2. FACEBOOK APPLICATIONS
2

3. Terminology
3
Facebook Story
Users create stories, this includes: sharing, likes, comments,
mentions, check-ins, event responses, claiming an offer, giving
negative feedback by using Facebook buttons.
Clicking on a picture and many other actions do not create a story.
Open Graph
The heart of Facebook, the database that stores user activities. It has
many optional connections – such as Facebook Insights API.
Facebook Ads
A wide range of formats and advertising options that can be paid per
impression or per click or even per action.

4. “Social Network”
4

5. Facebook as a database
5
By using Social Media, the user leaves a digital trace – gives data to
the platform
The trace is generated:
By his/her active actions
Simply by using the application (Facebook, Twitter, Youtube…)

6. Facebook as a database
6

7. Social Networking vs. Social Advertising
7
By just observing public information of a user profile, we
now:
• Where he grew up
• What he listens to
• What sports (organizations) he likes
• Where he works
• (and actually many other features)
• With him only partially telling it about himself – his social network
did so

8. OK, so now how can I get to the data?
8

9. Facebook Applications – why?
9
Why should you use them?
They add functionality to your Facebook Page
• Virtually, any function can be “transmitted” into a Facebook Page
using Facebook application, from “subscribe to a newsletter” to the
Farmville game
• They are simple, effective, not widely used
They gather data
• A Facebook application asks for permission to “touch” stated
amount of data from Facebook about the user that wants to use it
• Is he/she accepts, the app will create a database

10. Facebook Applications – why?
10

11. 11
Facebook Applications – data?
Facebook apps generate “Excel-like” data – rows and
columns with the minimum of:
• Name + surname (middle name)
• Gender
• E-mail address
• Facebook user ID
• Additional data such as the language they use Facebook in, time
they entered…

12. 12

13. 13

14. Facebook Applications
14
So complimentary/alternative:
• Step 1: permission dialogue, asking for gender, age, contact,
location
• Step 2: shaping the introductory questionnaire (type of skin,
problem, favorite treatments, budget… (with optional surprising
things that make this part already very precise in what we suggest)
• Step 3: offer of location of the branch/shop according to the location
the application grabs from user’s information
• Step 3: making a reservation in the schedule
• Step 4: Thank you!

15. 15
Facebook Applications outside Facebook
“Outside Facebook.com” means the technological
solutions that Facebook invented in order to “spread
around the world”
• The most famous example is the Like button on websites and I am
100 % sure you know it
• Recommend and share buttons, “Friend liking us on Facebook”
widget…
• But the most important feature lately:

16. 16
Facebook Applications outside Facebook

17. 17
Facebook Applications outside Facebook

18. 18
Facebook Applications outside Facebook

19. 19
So what exactly happens?

20. 20
Facebook Connect
The Login app creates a “bridge” between Facebook and a
website, microsite, mobile application…
• The app receives some data from Facebook and some from the
other service, matching them together
• That means that the user “Kaoklai Kaennorasing” living in
Sukhumvit Soi 11 with the e-mail kaoklai@gmail.com becomes
Facebook user “Kaoklai the Great” with:
• Facebook ID 456893 who likes Metallica, AC/DC, Manchester
United, Aloft Hotel Bangkok
• plays Farmville
• is in relationship with Sunghuyn Cho, Facebook user ID
576822943
• has two dogs
• studied Bangkok University

21. 21
Facebook Connect
The Login app creates a “bridge” between Facebook and a
website, microsite, mobile application…
• In addition, Kaoklai’s actions on the website, microsite or within the
application can be automatically published on Kaoklai’s Facebook
profile using the Open Graph functions so his friends see what has
been doing on the site (this is set-up and executed by the service
owner and Facebook team). This brings:
• Traffic for free
• Quality leads thanks to the fact that the people brought know
Kaoklai and are interested in his actions and the service
• Resulting as well in Facebook engagement

22. 22

23. FACEBOOK ADVERTISING
23

24. Facebook Ads
24
There are 2 main types of Ads:
Ads – voice of business
• Paid messages sent out by the advertiser
• His “voice”
• They can be based on Advertiser’s presence on Facebook (such as
his Facebook Page) or even not, and they can or don’t have to have
any social context – simple small banners are also available
Sponsored Stories - Voice of friends
• Advertiser pay in order to show the interaction in between them and
Facebook Users – people – to more people
• This format will end in April this year

25. Where are the ads shown?
25

26. Where are the ads shown?
26

27. Where are the ads shown?
27

28. Where are the ads shown?
28

29. Where are the ads shown?
29

30. Where are the ads shown?
30

31. Domain ads – sending user to your website, microsite…
(Right Hand Side only)
Allows all the things you do with other online media:
- tracking with a tracking pixel
- using tracking URLs for analytical tools such as Google
Analytics…
- Retargeting
Formats?
31

32. Formats?
32

33. Page post ads – combining Facebook
and your business
The Page posts are no longer “chatting
with fans” – they are understood by
Facebook itself as a commercial
message. You support reach of the
message:
- Among you existing fans
- Their peers
- Outside your fanbase
- “Dark posts” are posts that are visible
only to those “hit” by advertising, not
to “standard” fans – this allows you to
create tens or even hundreds of
segmented messages target at very
precisely selected audiences
Formats?
33

34. Sponsored stories – Facebook human
interaction turned into advertising
Facebook allows you to tell your fan’s
friend that:
- He likes you
- He comments on your activity
- He plays your game
- Listens to music on your platform
(web, application, mobile app)
- …
- Combined with Open Graph, that he
created his own football squad in your
game, created her favorite outfit on
your fashion site, uploaded a picture
in a photo-contest
Formats?
34

35. Special formats – create your own
Groupon without sharing the price!
- Facebook offer allows the user to claim
his/her discount/special deal: offline and
online
Formats?
35

36. Audiences – who can I target?
36
1. People selected based on very detailed behavioral information
Facebook know about them:
• Their “affinity” to segments such as industries, hobbies, education,
holiday destinations and activity, careers, celebrities
• Content they like and consume (read, listen to, watch, play…)
• Their actions and activity – events they go, posts they make,
pictures they upload…
2. Your own audience!
• Do you have an e-mail or phone number database? Segment users
in it according to their behavior, upload this selection to Facebook
and target these people with Facebook Advertising.
3. Audience similar to your custom audience
• You know that women that are 26, love fashion, love cats and have
a degree from Bangkok University are the best customers. You can
try to hit those who fulfill all these criteria with one exception – they
say they love dogs instead of cats.

37. Custom & Lookalike Audiences
37

38. THANK YOU VERY MUCH!
pavel.hacker@bamsms.com