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Facebook Part 2
More cool (and simple) facts and figures
Facebook changes it’s algorithm (again)
• Facebook is tweaking the algorithm that determines what people see in their News Feed.
• The changes rolling out in the coming weeks are designed to show more updates from friends higher
in your News Feed.
• However, this shift may choke traffic to the business Facebook pages, Facebook acknowledged this.
In some cases, "post reach and referral traffic could potentially decline," Facebook said in a blog
post entitled News Feed FYI: Balancing Content from Friends and Pages.
• Facebook says users will still see content from news outlets and Facebook pages they enjoy, but
status updates and other content from friends will get priority.
• Facebook will also begin hiding posts that friends have liked or commented on. "This update will
make these stories appear lower down in News Feed or not at all," Facebook product manager Max
Eulenstein and user experience researcher Lauren Scissors wrote in the blog post.
• And Facebook will begin showing more than one post back to back from the same source.
In other news - Google is tweaking its search algorithm to favor mobile-friendly websites.
Facebook has a new Android Dialer/Caller App
The Phone Android dialer application Facebook was testing last month has been rechristened Hello, and it was officially rolled out in the Google Play store
Wednesday (April 22nd). Hello, currently available only for Android, serves as a phone dialer, caller ID provider, search engine and blocker of unwanted
calls.
Hello will show you info about
who’s calling you, even if you don’t
have that number saved in your
phone. You will only see info that
people have already shared with
you on Facebook.
You can also search for people and
businesses & call them with just one
tap. You can use Hello to find their
hours, make a reservation and get
directions, all without leaving the app.
You can block specific numbers and
adjust whether you want to
automatically block calls from
commonly blocked numbers. Blocked
calls go straight to voicemail and can
be reviewed in your recent calls.
With Hello, people will only see info
they could otherwise find on
Facebook. It is also easy to control
your experience using your settings
on Facebook and in the app.
Additional posting tips for your business page
Pick an engagement method – you pretty much only have 3 choices:
• Text – least effective
• Photo – your photo post takes up considerably more real estate than a text post, and as such, it’s much
more likely to get people to stop scrolling and look at your message
• Video – in many cases, this method is the most effective way to get people to receive your message.
For video ads, don’t get overly fancy. Use your cell phone to take the video if you have to. The simpler
you make the video process, the more likely you are to implement.
The shorter the video, the better. According to Rhythm Insights, 88% of people will watch a Facebook
video ad to completion if it’s less than 30 seconds
Use Facebook’s stock image library for your photos. Their library has a great selection of royalty free
images that will help you create a professional looking ad.
Keep your photo posts concise. Shorter posts will get more responses. Facebook recommends that
you only use between 100 to 250 characters for an update.
Additional posting tips for your business page- part 2
Create a two-way conversation. Create posts that actually ask people to answer a question, give an opinion, share their
thoughts, and/or provide feedback.
Track the times when your Fans are most responsive. When does your target audience want to hear from you (during
lunch, after work, first thing in the morning)?
Know your audience. You can utilize Facebook’s native information (demographic information obtained through
Facebook user’s profile information) to create specific ads. For example, if you’re a restaurant, you may want to create a
different ad for your younger audience (Reverse Happy Hour specials from 11pm – 2am) versus your older clientele (Happy
Hour specials from 5pm – 7pm).
Pick A Topic. Facebook revealed the 2 most successful types of topics that small businesses use: an employee telling a
story about the service or product or announcing a new dish or product being created (with the intent of bringing back a
customer).
Additional tips for your business page- part 3
Create your ‘avatar’. Think of the people you’d like to reach. Who is your ideal customer? How old are they, where do they live, what jobs do they have,
where do they work, and what interests do they have?
Use the different types of Targeting options on Facebook:
• Location – reach people in cities, countries and communities where you want to do business
• Demographics – choose the audience for your ad based on age, gender, marital status, education, and more. Remember, as listed in tip 11, you
may benefit from creating a unique ad for each type of demographic.
• Interests – reach people on their interests, hobbies, and other Pages they like on Facebook. For example, if you sell cookware, you can reach
people who like ‘cooking’, recipe sites, and Like cooking shows.
• Behaviors – you can target people based on their purchase habits, device usage, and other activities.
• Connections – you can reach people who are connected to your Page, event, app, as well as their friends!
Use Custom Audience. A custom audience is an audience created by you when you upload your customer’s email addresses to Facebook. Facebook will
then scour the Facebook universe to look for a match. You’ll then have the ability to target your customers via Facebook. To expand on this audience base,
you can create a…
Lookalike Audience. A lookalike audience allows Facebook to look at the demographics of your customer base and create an audience of people who
share these same characteristics for the purpose of giving you a larger audience to which you may market. Facebook will help you build a lookalike
audience based on:
• The people who like your Facebook Page
• Customer contact info, like emails or phone numbers
• People who visit your website
Use Conversion Tracking – set up a conversion tracking pixel, place pixel on your website when you have a specific action you want people to take,
create ads with the conversion tracking pixels in place, and view reports to determine your ROI on campaigns.
Ideas for places to find posts
• Previews Page
• Coldwell Banker Bain
• Coldwell Banker
• Christophe Choo
• Seattle Met
• Broker Pages
Facebook Updates – Video Ads
• Digital/Video advertising is growing in the
Mobile / Social Sector over display ads.
• Mobile video ad revenue will grow more than
3x faster than desktop over the next few years.
• Currently video holds 26% share
of the spending – this is expected to rise
to 41% by 2020.
• Facebook, Twitter, and Instagram all
have digital video ads
Facebook Updates – Video Ads part 2
• Video's premium status within digital is reflected in the format's high prices. Video
ads tend to cost significantly more (e.g., 2x or 3x) than non-video ad units on
premium publishers like Vice and Instagram.
• eMarketer states that consumption of videos has grown by 532% on mobile… and
this is estimated to increase 14-fold between 2013 – 2018!
Facebook Video Ads Creation
1.Go to Power Editor and click on the Ads tab. Click the plus button to create a new ad.
2.Under Choose a Campaign for This Ad, click Create New. Enter a name for your
campaign, choose Auction for the Buying Type, and under Objective, choose Video Views.
3.Under Choose an Ad Set for This Ad, click Create New. Enter a name for your ad set.
4.Give your ad a name, and click Create.
5.Format the video ad. If you are creating a new ad, enter text for your ad
Facebook Video Ads Creation part 2
1. Click Select Video, and then click Upload Video. Choose a video from your computer to upload. Depending on the
size of the video, it may take a few moments to upload. Click on the newly uploaded video, and clickSelect.
2. Click on the Ad Set tab and click on the ad set you just created. Enter a budget for the ad. You can also choose to
schedule the ad, add an audience, and adjust the optimization and pricing for the ad.
3. Click Upload Changes to save your new video ad. The ad will begin running as soon as it is approved, if you have
not set a schedule for the ad.
At the end, you will have an option to add a call to action button and enter a URL to your call to action page.
To re-emphasize Step 2, if you are trying to advertise with videos, we recommend using the Get Video
Views objective when you create a campaign.
Finally, please remember that the Facebook Advertising Guidelines apply to videos, too. The rule that limits text to
20% of the ad applies to both the thumbnail image and the first 30 seconds of the video ad.
Facebook Video Ads Reports
Facebook Ads reporting will provide marketers
with valuable information regarding the
performance of their video ads. Some of the
information you can view include:
• Video views
• Unique video views
• Average duration of the video view
• Audience retention
Here’s an example of just one of the types of
reports (audience retention report) from which
you’ll be able to extrapolate data
Facebook Video Ads Continued
Understand your audience and learn what’s working
The audience retention graph in Page Insights shows the level of
interest in different parts of your video. Spikes in the percentage of
views at a certain point may indicate that people are re-watching
particular moments, whereas a dip could show the precise moment
when most people lost interest and stopped watching.
Till next time…

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Facebook 2

  • 1. Facebook Part 2 More cool (and simple) facts and figures
  • 2. Facebook changes it’s algorithm (again) • Facebook is tweaking the algorithm that determines what people see in their News Feed. • The changes rolling out in the coming weeks are designed to show more updates from friends higher in your News Feed. • However, this shift may choke traffic to the business Facebook pages, Facebook acknowledged this. In some cases, "post reach and referral traffic could potentially decline," Facebook said in a blog post entitled News Feed FYI: Balancing Content from Friends and Pages. • Facebook says users will still see content from news outlets and Facebook pages they enjoy, but status updates and other content from friends will get priority. • Facebook will also begin hiding posts that friends have liked or commented on. "This update will make these stories appear lower down in News Feed or not at all," Facebook product manager Max Eulenstein and user experience researcher Lauren Scissors wrote in the blog post. • And Facebook will begin showing more than one post back to back from the same source. In other news - Google is tweaking its search algorithm to favor mobile-friendly websites.
  • 3. Facebook has a new Android Dialer/Caller App The Phone Android dialer application Facebook was testing last month has been rechristened Hello, and it was officially rolled out in the Google Play store Wednesday (April 22nd). Hello, currently available only for Android, serves as a phone dialer, caller ID provider, search engine and blocker of unwanted calls. Hello will show you info about who’s calling you, even if you don’t have that number saved in your phone. You will only see info that people have already shared with you on Facebook. You can also search for people and businesses & call them with just one tap. You can use Hello to find their hours, make a reservation and get directions, all without leaving the app. You can block specific numbers and adjust whether you want to automatically block calls from commonly blocked numbers. Blocked calls go straight to voicemail and can be reviewed in your recent calls. With Hello, people will only see info they could otherwise find on Facebook. It is also easy to control your experience using your settings on Facebook and in the app.
  • 4. Additional posting tips for your business page Pick an engagement method – you pretty much only have 3 choices: • Text – least effective • Photo – your photo post takes up considerably more real estate than a text post, and as such, it’s much more likely to get people to stop scrolling and look at your message • Video – in many cases, this method is the most effective way to get people to receive your message. For video ads, don’t get overly fancy. Use your cell phone to take the video if you have to. The simpler you make the video process, the more likely you are to implement. The shorter the video, the better. According to Rhythm Insights, 88% of people will watch a Facebook video ad to completion if it’s less than 30 seconds Use Facebook’s stock image library for your photos. Their library has a great selection of royalty free images that will help you create a professional looking ad. Keep your photo posts concise. Shorter posts will get more responses. Facebook recommends that you only use between 100 to 250 characters for an update.
  • 5. Additional posting tips for your business page- part 2 Create a two-way conversation. Create posts that actually ask people to answer a question, give an opinion, share their thoughts, and/or provide feedback. Track the times when your Fans are most responsive. When does your target audience want to hear from you (during lunch, after work, first thing in the morning)? Know your audience. You can utilize Facebook’s native information (demographic information obtained through Facebook user’s profile information) to create specific ads. For example, if you’re a restaurant, you may want to create a different ad for your younger audience (Reverse Happy Hour specials from 11pm – 2am) versus your older clientele (Happy Hour specials from 5pm – 7pm). Pick A Topic. Facebook revealed the 2 most successful types of topics that small businesses use: an employee telling a story about the service or product or announcing a new dish or product being created (with the intent of bringing back a customer).
  • 6. Additional tips for your business page- part 3 Create your ‘avatar’. Think of the people you’d like to reach. Who is your ideal customer? How old are they, where do they live, what jobs do they have, where do they work, and what interests do they have? Use the different types of Targeting options on Facebook: • Location – reach people in cities, countries and communities where you want to do business • Demographics – choose the audience for your ad based on age, gender, marital status, education, and more. Remember, as listed in tip 11, you may benefit from creating a unique ad for each type of demographic. • Interests – reach people on their interests, hobbies, and other Pages they like on Facebook. For example, if you sell cookware, you can reach people who like ‘cooking’, recipe sites, and Like cooking shows. • Behaviors – you can target people based on their purchase habits, device usage, and other activities. • Connections – you can reach people who are connected to your Page, event, app, as well as their friends! Use Custom Audience. A custom audience is an audience created by you when you upload your customer’s email addresses to Facebook. Facebook will then scour the Facebook universe to look for a match. You’ll then have the ability to target your customers via Facebook. To expand on this audience base, you can create a… Lookalike Audience. A lookalike audience allows Facebook to look at the demographics of your customer base and create an audience of people who share these same characteristics for the purpose of giving you a larger audience to which you may market. Facebook will help you build a lookalike audience based on: • The people who like your Facebook Page • Customer contact info, like emails or phone numbers • People who visit your website Use Conversion Tracking – set up a conversion tracking pixel, place pixel on your website when you have a specific action you want people to take, create ads with the conversion tracking pixels in place, and view reports to determine your ROI on campaigns.
  • 7. Ideas for places to find posts • Previews Page • Coldwell Banker Bain • Coldwell Banker • Christophe Choo • Seattle Met • Broker Pages
  • 8. Facebook Updates – Video Ads • Digital/Video advertising is growing in the Mobile / Social Sector over display ads. • Mobile video ad revenue will grow more than 3x faster than desktop over the next few years. • Currently video holds 26% share of the spending – this is expected to rise to 41% by 2020. • Facebook, Twitter, and Instagram all have digital video ads
  • 9. Facebook Updates – Video Ads part 2 • Video's premium status within digital is reflected in the format's high prices. Video ads tend to cost significantly more (e.g., 2x or 3x) than non-video ad units on premium publishers like Vice and Instagram. • eMarketer states that consumption of videos has grown by 532% on mobile… and this is estimated to increase 14-fold between 2013 – 2018!
  • 10. Facebook Video Ads Creation 1.Go to Power Editor and click on the Ads tab. Click the plus button to create a new ad. 2.Under Choose a Campaign for This Ad, click Create New. Enter a name for your campaign, choose Auction for the Buying Type, and under Objective, choose Video Views. 3.Under Choose an Ad Set for This Ad, click Create New. Enter a name for your ad set. 4.Give your ad a name, and click Create. 5.Format the video ad. If you are creating a new ad, enter text for your ad
  • 11. Facebook Video Ads Creation part 2 1. Click Select Video, and then click Upload Video. Choose a video from your computer to upload. Depending on the size of the video, it may take a few moments to upload. Click on the newly uploaded video, and clickSelect. 2. Click on the Ad Set tab and click on the ad set you just created. Enter a budget for the ad. You can also choose to schedule the ad, add an audience, and adjust the optimization and pricing for the ad. 3. Click Upload Changes to save your new video ad. The ad will begin running as soon as it is approved, if you have not set a schedule for the ad. At the end, you will have an option to add a call to action button and enter a URL to your call to action page. To re-emphasize Step 2, if you are trying to advertise with videos, we recommend using the Get Video Views objective when you create a campaign. Finally, please remember that the Facebook Advertising Guidelines apply to videos, too. The rule that limits text to 20% of the ad applies to both the thumbnail image and the first 30 seconds of the video ad.
  • 12. Facebook Video Ads Reports Facebook Ads reporting will provide marketers with valuable information regarding the performance of their video ads. Some of the information you can view include: • Video views • Unique video views • Average duration of the video view • Audience retention Here’s an example of just one of the types of reports (audience retention report) from which you’ll be able to extrapolate data
  • 13. Facebook Video Ads Continued Understand your audience and learn what’s working The audience retention graph in Page Insights shows the level of interest in different parts of your video. Spikes in the percentage of views at a certain point may indicate that people are re-watching particular moments, whereas a dip could show the precise moment when most people lost interest and stopped watching.