AVANA X eTRADE Cross Border Training Deck

1
All contents are copyrighted by The Future Commerce Sdn. Bhd. 1

All contents are copyrighted by The Future Commerce Sdn. Bhd.
Taking your business to the
world with Facebook
Going Global in a Mobile, Connected World
M A D E B Y M A L AY S I A

Mobile is transforming business
Changing the world,

creating new opportunity
4
Consumers today
Consumers today
desire goods from
desire goods from
abroad
abroad
360M 360M
take part in cross-border
e-commerce take part in cross-border
e-commerce
5
All contents are copyrighted by The Future Commerce Sdn. Bhd. Digital Globalization: The New Era of Global Flows”, McKinsey Global Institution, March 2016
1B
people on Facebook are
connected to at least
1business
in a foreign country
6
All contents are copyrighted by The Future Commerce Sdn. Bhd. Source: Facebook internal data, Jul 2016
Facebook makes it possible to reach:
Any person Any

connection
Any time Any location
7
People from all over the world spend time with us
2.2 Billion 1.3 Billion

people on Facebook people use Messenger
each month1 each month3
1 Billion+ 1 Billion 800 Million

people reached through people on people on Instagram
Audience Network each WhatsApp daily1 each month3
month2
Source: 1. Facebook internal data, Q1 2018, 2. Facebook Audience Network internal data based on unique people globally who saw at least one ad Impression over thirty day period,
January 2018), 3. Facebook internal data, Q3 2017
8
In Malaysia, we help connect business and
communities
24 million
Representing 95% of
purchasing population
and 100% access
Facebook on mobile
Source: 1. Facebook internal data, Q1 2018, 2. Facebook Audience Network internal data based on unique people globally who saw at least one ad Impression over thirty day period,
January 2018), 3. Facebook internal data, Q2 2018
9
Facebook has solutions for each step of the marketing funnel
Awareness Demand generation Acquisition Transaction
L O YA LT Y
10
STEP 1 STEP 2 STEP 3 STEP 4
How to set up How to begin How to find your How to drive

AVANA E- international business international customer awareness & sales from
Commerce on Facebook international customer
11
01
How to set up
AVANA E-Commerce
12
HANDS ON SESSION, GO TO:
manage.avana.asia
13
manage.avana.asia
14
manage.avana.asia
15
Add product
16
Add product
17
Shop information
18
Shop information
19
Shipping
20
Payment
21
Facebook Pixel
22
Facebook Pixel
23
Facebook Pixel
24
Facebook Pixel
25
Facebook Pixel
26
AVANA Checklist
1) Setup Shop Information 5) Channels Setup: Facebook
- Shop Description - Link Facebook Page
- Address - Enable Facebook Shop/Pixel
- Activate Auto PM Order
- Product Link Landing Page; Webstore
- Edit Auto PM order messages; if required
- Setup Shipping; Poslaju & Pos International
6) Channels Setup: Webstore

2) Setup Payment Method - WebStore Custom URL; if required
- Webstore Logo
3) Upload Products - Webstore Profile Photo
- Webstore Slider Photo
- Set Product Categories
- Enable Mobile Friendly
- Set Product Variations; if any
- Select Theme
- Set Product Collections; if any
- Add and fill in Pages;
- 'About us'
4) Setup Marketing - 'Terms and Conditions'
- Coupon code for loyal customers and promo; if any - 'Contact us'
- Setup Facebook Pixel - 'Reviews' / 'Customer Testimonies'
27
All contents are copyrighted by The Future Commerce Sdn. Bhd. - 'Video Tutorials'
AVANA Webstore Best Practice
Reference: https://mensfashion.avana.asia/
1) Webstore Slider
Pictures (same size)
2) Complete Pages
information
3) Product Categories
4) Product with White
Background
28
[
Thank you
[
https://madebyyou.fb.com/my/

STEP 2 STEP 3 STEP 4
How to begin How to find your How to drive

international business international customer awareness & sales from
on Facebook international customer
31
02
How to begin
international business
on Facebook
32
When going global on Facebook
01
Set up a Business Manager
02
Install Facebook Pixel
33
01
Set up a Business Manager
34
Why use Business Manager?
• Via BM, it’s easier to manage your

assets
• You can assign specific access to ad
accounts, Pages, and other assets to
a lot of people working together
• You can see the performance of your
ads across different ad accounts and
get reports separately
• Importantly, You can also keep your
business separate from your personal
Facebook profile
35
business.facebook.com
36
37
38
39
When you have Business Manager, it’s
easier to manage your international
marketing assets properly
1. Manage people access to
pages/accounts
2. Share custom audiences across

accounts
3. Share pixel
4. Set up Business Manager payment

40
Business Manager Setting
• Connect all your marketing asset in one
tool;
– People;
– Pages,
– Ad Accounts,
– Apps,
– Pixels,
– Product Catalog,
– Instagram Accounts,
– Shared Audiences and more

Business Manager Setting
• Manage your business with Creative Hub, Ads Manager, Events Manager
• Run reports and analytics for your business
• Manage your marketing asset from one tab
eTRADE FB Ads Credit
•HOW TO
44
1. Create a Business Manager account at https://business.facebook.com
45
2. Sign up for an
account
(a) Put your business

name as account
name
(b) Name - owner of

business
(c) Business valid

email address
46
3. Key in business address,
business phone number, and
your AVANA Webstore URL.
47
4. Verify email address. And, click Done.
48
5. Click on Add Ad Account.
49
6. Click on “Create Ad Account”.
50
7. Put [company name] - eTrade. Must be MYR.
51
8. Ad account done
52
9. Click on Business settings - most right
53
10. Click on Ad Account
54
11. Click on “Assign Partner”
55
12. Assign as “Ad account admin”
56
13. Add; AVANA HQ MY, ID: 400169794075584
57
14. Setup done.
58
15. AVANA will top up ads credit for your account.
59
02
Install Facebook Pixel
60
The Facebook Pixel
Measure the performance of your ads by tracking actions you care about, and retarget website visitors
• The Facebook Pixel is a snippet of code that you place across your website to track and
improve your campaign performance and retarget people who have expressed interest
• Use the pixel to
Track effectiveness and Improve campaign Build Website Custom

cross-device conversions performance by delivering Audiences from every step
driven by your campaigns to people more likely to of your funnel to retarget
complete your desired website visitors
action
• Optimize your campaigns based on standard events (i.e.: add to cart, make purchase)
or custom conversions

The Facebook Pixel
Grow

Build your audience with
Facebook Pixel
• Build a Website Custom Audience from
Global Audience of people who have
visited your website and segment by:
– Website visitors outside home country
– People who visited specific web pages
– Combine or exclude different groups using OR and
AND conditions
– Frequency and device
– Time spent
• With Facebook Pixel installed on your

website, you can retarget or reach
people who have visited your website
but have not completed an action
63
Create Ads with the Conversions ads objective
• Create a campaign with Conversion objective that you care about and want to optimize for
(e.g., purchase)

Track website events that
matter to your business
• After you've placed the pixel on your
website, add events to track specific
actions that people take on your
website
• Track event such as;
– Purchase
– Lead
– Complete Registration
– Add payment info
– Add to cart
– Add to Wishlist
– View Content and more
65
HANDS ON SESSION
Install the Pixel Helper
The Facebook Pixel Helper is a tool that helps
you check your Facebook Pixel is working
1. Go to the Chrome web store
2. Search for the Facebook Pixel Helper
3. Click + Add to Chrome
4. Click Add Extension
66
Remember!
Your global business starts with;
01 02
Business Manager Facebook Pixel
67
Thank you
[

STEP 3 STEP 4
How to find your How to drive

international customer awareness & sales from
international customer
70
03
How to find your

international
customer
71
Find your international customers with
01. The Audience Insights Tools
02. The Cross Border Insight Finder
03. The Global Targeting Tools


HANDS ON SESSION
Audience Insight Tool
• Learn about the people you want to reach globally, including
geographic information, demographics and purchase behavior
E xa m p l e . F o r i l l u s t r a t i o n p u r p o s e s o n l y . 74
Audience Insight Tool
Get ideas about crafting a message and creative for your global audience
• Select demographics,
interests, etc. based on your
core target of the brand
• Check the audience size, age
distribution
• Check the most popular
categories & pages for the
selected audience
• Save desired audience and
use in ads campaign
E xa m p l e . F o r i l l u s t r a t i o n p u r p o s e s o n l y . 75
Example. For illustration purposes only. All contents are copyrighted by The Future Commerce Sdn. Bhd.

HANDS ON SESSION
Go to crossborderinsightsfinder.com
Introducing
Facebook IQ
Cross Border
Insights Finder
Find and reach new audiences
beyond your borders.
78
Explore where you can take your business to next
Identify, map and size up new growth opportunities around the world.

Expand globally effectively
Find out which markets are more likely to convert, cost

less and encounter fewer ads. Build a truly global
business from anywhere, with a single campaign.
1.0X 1.0X 1.0X
Example: Compared to Malaysia, Indonesia is less likely
to convert, however it costs less to advertise and has less
0.5X 0.5X 0.3X competition among advertisers (and Indonesia has 6x
more users than in Malaysia).
0.7X 0.8X 0.9X
0.6X 0.5X 0.5X

2.3X 3.2X 1.8X
Disclaimer: The data shown on the Cross Border Insights Finder is calculated based on data from historic ad campaigns across
Facebook, Instagram and Audience Network. The calculations, data and other content provided on this tool are estimations for
your information purposes only and are not intended to amount to advice or forecast on which you should rely or construe as a
guarantee of performance of any future ad campaigns. Any data you use is entirely at your own risk. Although we make
reasonable efforts to keep the Cross Border Insights Finder up-to-date, all data is provided "as is" and we make no
representations, warranties or guarantees of any kind, whether express or implied.

Compare past campaign data across countries
(by vertical and campaign objective)
WHAT IS THE SIZE OF HOW WILL MY HOW MUCH WILL MY WHO ELSE IS TARGETING
POTENTIAL AUDIENCE CAMPAIGN PERFORM? ADS COST? THE SAME MARKET?
WE CAN REACH?
Potential Reach Conversion Index Cost Index Competition Index
– For 50 countries – Average conversion rate – Average CPM per country – Average number of
per country impressions / monthly active
– Extracted from Facebook – *CPM = Cost per 1,000 users per country
published stats – Total average number of impressions served
conversions / number of – *On average, how many ads
impressions served get served to each individual
– *An impression is counted
as the number of times an
ad is on screen

U S E C A S E : N E W - T O - M A R K E T S T R AT E G Y
#1
Which new markets offer
the highest and fastest
growth?
In the example here:
Markets such as India, US, Brazil and Indonesia have high

potential reach.
When comparing these markets against Singapore,

Indonesia stands out for being 4 times more likely to
convert and cost significantly less to advertise, although
it is 1.5 times more competitive.
Facebook, Instagram and Audience Network. The calculations, data and other content provided on this tool are estimations for your
information purposes only and are not intended to amount to advice or forecast on which you should rely or construe as a guarantee
of performance of any future ad campaigns. Any data you use is entirely at your own risk. Although we make reasonable efforts to
keep the Cross Border Insights Finder up-to-date, all data is provided "as is" and we make no representations, warranties or
guarantees of any kind, whether express or implied.

U S E C A S E : A N T I C I PAT I N G S E A S O N A L I T Y
#2
How to plan traffic, estimate
number of impressions and
revenue variation over time?
Looking at cost index over a period of time, we can see
potential revenue forecast by country, and decide which
countries to invest in, when and for how much.
In the example here:
Cost to advertise tends to be very high in United States in

November and December, while for India, Brazil,
Indonesia and Mexico the cost to advertise remains
relatively stable throughout the year.
Facebook, Instagram and Audience Network. The calculations, data and other content provided on this tool are estimations for your
information purposes only and are not intended to amount to advice or forecast on which you should rely or construe as a guarantee
of performance of any future ad campaigns. Any data you use is entirely at your own risk. Although we make reasonable efforts to
keep the Cross Border Insights Finder up-to-date, all data is provided "as is" and we make no representations, warranties or
guarantees of any kind, whether express or implied.


HANDS ON SESSION
Worldwide &
Regional Targeting
• With worldwide targeting, your ad will be
delivered globally to help you find conversions and
customers at the best value
• When creating ad sets, go to the location targeting
field and choose one of the following:
– Worldwide: deliver your ad globally
– Region: this can be an area such as Europe, or a group of
countries such as: Germany, France, Spain
– Free trade area: choose trade areas such as NAFTA (North
American Free Trade Agreement), etc.
Example. For illustration purposes only.

HANDS ON SESSION
Worldwide & Regional Targeting
输入
‘Worldwi
de’
或
选择浏览
All contents are copyrighted by The Future Commerce Sdn. Bhd. Example. For illustration purposes only.
HANDS ON SESSION
输入
‘Worldw
ide’
或
选择浏览
HANDS ON SESSION
输入
‘World
wide’
或
选择浏
览
HANDS ON SESSION
输入
‘World
wide’
或
选择浏
览
HANDS ON SESSION
Reporting (breakdown by country)
输入
‘Worldwid
e’
或
选择浏览

HANDS ON SESSION
Reporting (breakdown by country)
输入
‘Worldwid
e’
或
选择浏览

“How do we find more
customers?”

FIND YOUR BEST NEW CUSTOMERS
Lookalikes
(i.e. people who are similar to your customers)

Global Lookalike Targeting
Prospects Customers Website Visitors App Users Engaged

Customers
Facebook can help you find ‘lookalike’ customers for your business
Available on:

HANDS ON SESSION

HANDS ON SESSION

HANDS ON SESSION

HANDS ON SESSION

International Lookalike Audience
If you know who your best customers are now, we can help you find similar audiences
domestically, in another country or even internationally with international Lookalike
Audience Tool
99
“If you need more insights and
resources to understand
international audiences, go to…”

Visit: www.facebook.com/iq
Media
Planning
Media &
Behavio Buying
r
Vertical
Insights
Creative
Effectiveness
Conversations
&
Moments


Thank you
[

STEP 4
How to drive
awareness & sales from
international customer
105
We are your partner at every stage of
the consumer journey
Demand
Awareness Acquisition Transaction
generation
106
04
How to drive
awareness & sales
from international
customer
107
New Market Entry Strategy
1. Awareness
Reach a wider audience using brand objectives such as “Reach” or “Brand Awareness”
Use video or slideshow to build audiences that you can retarget with performance campaigns
2. Consideration/Conversion
Retarget audiences who watched videos from brand campaign(s) using “Conversion” as the objective.
Growing your market share (Always On)

Retarget audiences who watched videos from brand campaign(s) using “Conversion” as the objective
Performance Performance – Dynamic Retargeting

Audience: Lookalike of purchasers Audience: Cart-leavers, view-content
(i.e. people who are similar to your purchasers) Objective: Purchase
Objective: Purchase

How to drive awareness & sales
from international customers
01. Driving Awareness
02. Driving Sales & Conversion
03. More Tips & Guideline

01. Driving Awareness

Different Types of Video
Vertical
Short Video Long Video 360 Video
Video

Video Ads:
Capture Attention Quickly
As videos on Facebook auto-play, the first few
seconds are really important if you want people to
stop and engage. The number one job of your video
is to quickly capture attention, and keep it.
– Start with your most captivating elements

– Incorporate brand identity early
– Consider starting your video with recognizable
spokespeople, action scenes, or vivid imagery to
spark interest
– Utilize and bring forward visual hooks that will
resonate most with your target audience
– Consider video titles and thumbnail images that
will draw people into your communication

Video Ads:
Design for No Sound
On Facebook videos auto-play without sound. Whilst

we see that the longer someone watches the more
likely they are to click in and activate sound, we
cannot rely on it, thus we need to ensure that our
videos express our communication visually
– Use text and graphics to help deliver your

message - Explore different fonts, typefaces,
backgrounds, transitions, entry points and
positioning’s
– Tell your story visually
– Add captions and logos to bring color to stories
113
Video Ads:
Frame Your Visual Story
Producing videos for a mobile screen requires

consideration of dimension and scale. When building
for News Feed we should consider:
– Exploring different frames and aspect ratios

– Highlighting visually key elements
– Playing with zoom, crops and overall visual
composition to capture attention

Video Ads:
Edit Long Format to Bitesized Asset
Often we have high quality video content that we can repurpose for News Feed. In our example from McDonald’s Malaysia
below, we see how they took their TVC and edited it into ‘bite-sized' chunks for their Ayam Goreng McD campaign.

Serving up record sales
Relaunching its popular fried chicken “Ayam Goreng”, McDonald’s
Malaysia pushed the boundaries of mobile creativity with short,
thumb-stopping stories to deliver stellar results.
“By mobile optimizing our creatives on Facebook, we were able to relaunch our iconic
Ayam Goreng fried chicken. The innovative use of video creative not only surpassed
expectations, but also helped deliver record sales of 5x our target.”
– Eugene Lee, Marketing Director, McDonald’s Malaysia
5x
over sales target
70%
target audience reached
Synonymous with burger and fries, McDonald's Malaysia needed to raise awareness and drive in-store sales of its
fried chicken. The fast-food chain used mobile optimized videos including vertical ads and cinemagraphs to bring
the mouth-watering experience to life, reaching Malaysians 18 to 55 years old. Within 10 days, McDonald’s had
to stop its campaign – its chicken products were sold out due to overwhelming response.

HANDS ON SESSION
Creating the Awareness video
1) Download LEGEND or QUIK apps
2) Create 15 seconds video

Driving Awareness (step-by-step guide)
01. Campaign objective 02. Placements 03. Buying type

Brand Awareness Facebook Reach & Frequency
Video Views Instagram
Audience Network
04. Targeting 05. Creative formats 06. Measurement
Core Audiences Video Ads Reach
Worldwide Targeting Brand Lift

Canvas
Carousel Ads
Slideshow Ads

HANDS ON SESSION
Driving Awareness (step-by-step guide)

Awareness Ads Settings
200K - 300K
120
121
122
123
124
02. Driving Sales & Conversion

Carousel Ads:
Product Variation
- Show variety options | Showing several version of the same product

- Show consistent brand feel

Carousel Ads:
Product Variation
- Display product in an elegant and authentic way
- Make connection between your product and brand

Carousel Ads:
Product Variation
- Creating an ownable look for their brand and encourages you to scroll

Success Case: Althea
• Althea wanted to find 30% more leads and expand into Singapore, the Philippines,
Thailand and Indonesia. Needed to keep costs per lead and conversion low by driving
the right people to its website
• Carousel ads that feature everything from daily deals to hot new brands and products
from Korea
Campaign objective Placements Targeting

Website Conversion Facebook Custom Audience
50% 60%
lower cost per lead using lower cost per order using
4X
return on
carousel ads Custom Audiences ads spend
130
Drive sales and conversion for your products
(step-by-step guide)

HANDS ON SESSION
Drive sales for your products(step-by-step guide)

Consideration Ads Settings
133
134
135
136
137
138
139
140
141
142
HANDS ON SESSION
Conversion for your products(step-by-step guide)

Conversion Ads Settings
144
145
146
147
148
149
150
151
152
153
Facebook Ads: RM 500 Budget Estimations / Month*
Campaign Budget Estimated Results
RM 300 Reach 45,000
Reach 9,900
RM 100
480 Clicks
Reach 5,100
RM 100
5% - 25
1% - 4
*based on Malaysia Facebook Ads rate
154
Facebook Ads: RM 1,000 Budget Estimations / Month*
Campaign Budget Estimated Results
RM 600 Reach 90,000
Reach 21,000
RM 200
930 Clicks
Reach 6,900
RM 200
5% - 45
1% - 9
*based on Malaysia Facebook Ads rate 155
03. More Tips & Guide

Checklist for Cross-Border Business
Checklist
✓ Multilingual/English website
✓ Payment system compatible with markets; currency conversion using Paypal
✓ Infrastructure; customizable (shipping, customs, taxation) rates
✓ Customer Service; AVANA Messenger for follow ups
Resources
✓ Local expertise (sales teams)
✓ Local insights (country statistics and macro trends)
Creative Positioning & Execution
Creative positioning
✓ Understand market nuances in regards to messaging and creative
✓ Identify market specific USP (unique selling proposition) of the client’s product
✓ Discuss product and brand positioning
✓ Check Case Studies/Success Stories
Execution
✓ Define budget for brand and performance campaigns
✓ Don’t forget to build retargeting audiences and custom audiences
✓ Leverage Cross-Border Business specific products
Use these affordable (or free)
apps to help you quickly and
easily create professional video
and images
159
Visit:
www.fb.com/business/success

Visit:
www.fb.com/ads/creativehub

Remove Common Barriers
Expanding to new markets can become a tricky process.
Understand key barriers and remove or smooth over the
critical ones. Focus on impact.
some common problems:
Website incompatibility with Creative content is not Lack of technical knowledge Unsure which countries to
target market (language) localized to target market to implement dynamic expand to
product ads (DPA)
solutions:
Prove results with Prove results on one country
Start with English first, if you User Generated
remarketing. Facebook first, Facebook Marketing
see good results, invest in Content can offer a solution
Marketing Partners can offer Partners can offer solutions on
translations
DPA implementation expansion plan
Today’s Training Recap
To Setup To Start To Find To Drive

• Set up AVANA • Set up a business • Use Cross Border Insight • Build awareness using video
Finder to identify potential ads
• Upload product manager
market • Retarget and drive action
• Set Shop Information using carousel ads
• Use Worldwide targeting
• Set up payment channel and International Lookalike • Test different formats,
• Set up shipping method targeting to reach global creatives
• Set up Facebook Pixel audience
• Refer to FBIQ for more
global audience and
people insights

[
Thank you

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1

All contents are copyrighted by The Future Commerce Sdn. Bhd. 1

All contents are copyrighted by The Future Commerce Sdn. Bhd.

Changing the world,

Any person Any

Any time Any location

2.2 Billion 1.3 Billion

1 Billion+ 1 Billion 800 Million

Awareness Demand generation Acquisition Transaction

How to set up How to begin How to find your How to drive

6) Channels Setup: Webstore

All contents are copyrighted by The Future Commerce Sdn. Bhd.

How to begin How to find your How to drive

• Via BM, it’s easier to manage your

2. Share custom audiences across

4. Set up Business Manager payment

All contents are copyrighted by The Future Commerce Sdn. Bhd.

(a) Put your business

(b) Name - owner of

(c) Business valid

• Use the pixel to

Track effectiveness and Improve campaign Build Website Custom

All contents are copyrighted by The Future Commerce Sdn. Bhd.

All contents are copyrighted by The Future Commerce Sdn. Bhd.

• With Facebook Pixel installed on your

All contents are copyrighted by The Future Commerce Sdn. Bhd.

1. Go to the Chrome web store

2. Search for the Facebook Pixel Helper

3. Click + Add to Chrome

4. Click Add Extension

All contents are copyrighted by The Future Commerce Sdn. Bhd.

How to find your How to drive

How to find your

01. The Audience Insights Tools

02. The Cross Border Insight Finder

03. The Global Targeting Tools

All contents are copyrighted by The Future Commerce Sdn. Bhd.

01. The Audience Insights Tools

All contents are copyrighted by The Future Commerce Sdn. Bhd.

02. The Cross Border Insight Finder

All contents are copyrighted by The Future Commerce Sdn. Bhd.

All contents are copyrighted by The Future Commerce Sdn. Bhd.

Find out which markets are more likely to convert, cost

0.6X 0.5X 0.5X

All contents are copyrighted by The Future Commerce Sdn. Bhd.

Potential Reach Conversion Index Cost Index Competition Index

All contents are copyrighted by The Future Commerce Sdn. Bhd.

Markets such as India, US, Brazil and Indonesia have high

When comparing these markets against Singapore,

All contents are copyrighted by The Future Commerce Sdn. Bhd.

In the example here:

Cost to advertise tends to be very high in United States in

All contents are copyrighted by The Future Commerce Sdn. Bhd.

03. The Global Targeting Tools

All contents are copyrighted by The Future Commerce Sdn. Bhd.

Example. For illustration purposes only.

All contents are copyrighted by The Future Commerce Sdn. Bhd.

All contents are copyrighted by The Future Commerce Sdn. Bhd.

Example. For illustration purposes only.

All contents are copyrighted by The Future Commerce Sdn. Bhd.

All contents are copyrighted by The Future Commerce Sdn. Bhd.

Prospects Customers Website Visitors App Users Engaged

All contents are copyrighted by The Future Commerce Sdn. Bhd.