by Arthur and Drew
You’re a small business owner, looking to stay ahead of the curve in everything you do. Say, for example, you run a local electrical service, where you employ 50 technicians, and you send them to customers’ homes when something isn’t working and they call in. As the owner of this business (like countless other small businesses), you’re likely using Facebook to advertise, but you’re probably not very tech savvy yourself or have the time to keep up with all the technology enhancements. Evolutions can be really tough.
But … you know it’s important. Competition is relentless, and your users are on Facebook, so staying up to date on advertising practices is important to you.
Last week, Facebook held their annual conference called F8, and though this event is meant to be for software developers, it’s important for business owners who rely on Facebook to understand the announcements at this event and think proactively about how they can act to take advantage of these platform upgrades for their businesses.
Below, we break down the three most important Facebook platform upgrades that concern advertising and businesses, and share some ideas for how small businesses can leverage these new tools to further their sales.
Facebook Augmented Reality (AR)
Frame Studio and AR Studio
You know those cool filters on Snapchat that give you dog ears or turn you into a taco? Well, Facebook now allows you to do the same thing. The basic idea is that you can spend some of your advertising dollars to create custom filters for users to use, and those filters will act as highly engaging advertising.
SLAM (Simultaneous Localization and Mapping)
Facebook also talked about a new technology, called SLAM, which is slightly, yet importantly, different from the filters above. Whereas the underlying technology of the above allows you to recognize and digitally paint on a person’s face, this recognizes shapes and objects in the real world, which allows you to now place digital items into the physical world, and have those items follow real world physics laws (e.g. you put a digital cup on a table, and as you pan around the table, the cup stays in the same place as if it were a real cup!)
Now, you might be thinking, “So what? Why is this relevant?” But imagine leveraging this form of AR to allow users to digitally tag things relevant to your business. For example, let’s go back to our technician example. You can now have your customers use their camera to digitally circle the specific light switch that doesn’t work, or where they left the keys under the mat so that your technician can find it and head outside, or a note on the wall with special instructions just for the technician. This could allow you to offer a better service than your competitors, giving you that leg up you need to attract customers and grow your business.
Whereas the above announcement is all about AR (Augmented Reality), this is Facebook’s VR (Virtual Reality) play. As a small business owner, imagine building a space on Facebook Spaces for your business to act as a digital customer service center. Imagine a future where everyone has a VR headset, and customers who want to learn more about your service don’t have to take the time to drive down, and they also don’t have to settle for the limitations of a phone call. Instead, they can enter Facebook’s virtual world, find your virtual store in that virtual world, and then engage with someone from your sales or customer support team through that virtual store.
New integrations in Messenger allow for games, music sharing, and more capable bots. These bots can now be included in group chats, allowing businesses to provide useful services for drawing in new customers. Discovery of these bots has also been enhanced, making it easier for customers to find relevant bots.
For example, customers could interact with an electrical services business through the convenience of Facebook Messenger, and on their phone. (As of last week, customers can now scan QR codes from a flyer and immediately be put into a conversation with the business.) On the small business side, the owner could automate the matching process: using software to dispatch customer’s requests to the appropriate electrician in that area.