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Using Facebook to Power Dynamic On-Site Marketing Facebook Marketing Mini Series: Day 2 #AddShoppersNow
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Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Jan 08, 2017

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Peter Messmer
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Page 1: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Using Facebook to Power Dynamic On-Site Marketing

Facebook Marketing Mini Series: Day 2

#AddShoppersNow

Page 2: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Your presenter

Peter MessmerDirector + Growth at

AddShoppers

Page 3: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

I. Facebook & The Shopper Journey

II. Key Facebook stats

III. Facebook psychology

IV. On-site marketing best practices for Facebook

V. BONUS

VI. Summary/Q&A/Review

Agenda

Page 4: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

AddShoppersAddShoppers helps track and optimize the Shopper Journey for over 10,000 brands worldwide including Hanes, NCR, Everlast, Internet Retailer Magazine, and The Economist.

● Co-founded by former online retailers in Charlotte, NC 4 years ago○ @ChadLedford & @West

● 20+ team members and growing!● When we’re not helping brands increase

their average revenue per visitor, we enjoy: ○ Pub Trivia○ Friday Office Brunch○ Charlotte Hornets Basketball○ Ping pong

Page 5: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Awareness

Brand Impressions

Interest

MUVs

Consideration

Customer Database Records

Purchase

Conversion Rate

& AOV

Retention

Lifetime Value

Advocacy

Referrals

The Shopper Journey + FacebookHow can we improve each step using Facebook marketing?

Page 6: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

What’s Facebook’s Impact?Some exclusive (and non-exclusive) stats...

Page 7: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

1.09 billionDaily Active Users

989 millionDaily Active Users (Mobile)

~50%Of people in the US use

Facebook every day

200Median number of friends per

Facebook user

Source: Facebook and Pew Research

Page 8: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

68% of people trust FacebookFacebook is the most trusted online platform for product/service recommendations

Friends and family recommendations impact 86% of purchasesMuch higher than the next highest group. (professionals at 58%)

Source: Social Media Link

Page 9: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

73.4%Percent of all social revenue is

driven by Facebook (#1)

21.9%More traffic driven by Facebook

to eCommerce sites in 2015

24.5%Of all sharing goes to Facebook (#2)

$0.80Average value of a Facebook share

From our 2015 On-Site Marketing Breakdown - shop.pe/2em8v

Data From Our Network

Page 10: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Why do people share on Facebook?

The 9 main reasons

Page 11: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

1.To Talk About What

They Care About

Favorite songs, movies, products, etc...

Page 12: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

2.To Express Themselves

Show what they’re feeling and what they’re doing.

Page 13: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

3.To Keep In Touch

Stay in touch with family members, friends, classmates, etc.

Page 14: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

4.To Belong To A Group

Facebook Groups, etc.

Page 15: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

5.To Offer Support To A Cause

Charities, celebrities, politicians, athletes, etc...

Page 16: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

6.To Share Things They Know

Their Friends Will Enjoy

From funny cat videos to news stories to products.

Page 17: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

7.To Gather Feedback From Their Friends

About potential purchases, vacations, outfits, home decorating, etc...

Page 18: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

8.To Share Life Events --

Big or Small

Graduation, engagement, marriage, new house, new baby, new purchases etc...

Page 19: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

9.To Coordinate Events

Parties, networking, outings, reunions, etc...

Page 20: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

On-Site Marketing Best Practices for Facebook

(non-paid)

Page 21: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

The BasicsFocus on Shares

Shares are 340% more valuable than Likes.

Include Social Proof

Higher Share (or Like) numbers help drive MORE shares (and conversions).

Page 22: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Contests & Giveaways

Page 23: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

How It Works

Drive Traffic To A Giveaway

Registration: Capture Leads

Integrate Facebook Sharing For Maximum Reach

1

2

3

Page 24: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Case Study: Silver Jeans Increased Sharing 4,650% and Email Captures 225% with a Social Contest.

+4,650% +1,900% +225%

Sharing Social Referral Traffic Email Subscribers

Page 25: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Step 1: Drive TrafficHere’s how Silver Jeans kickstarted the promotion:

● Bottom bar on their site using the AddShoppers Behavioral Targeting App.

● Emailed their customer list

● Promoted the giveaway via social media

Page 26: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

The bottom bar promoting the giveaway.

Page 27: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Step 2: RegistrationSign in with Facebook or enter Name + Email.

Page 28: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Step 3: ShareNow, the fun begins!

Using the Contests & Giveaways App, participants shared products to create their wishlist.

We also implemented a Trending Wall to facilitate sharing and discovery.

Page 29: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Offer Facebook Login

Page 30: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Why Offer Facebook Login?

Capture more rich data

Boost email capture rates

Increase checkout conversion rates

1

2

3

Welcome!Connect with Facebook

for free shipping

| Connect

No Thanks

* Facebook accounts for 57% of all social logins (Google is #2 at 33%).

Page 31: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Incentive Facebook sharing

Page 32: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Why Incentivize Facebook Sharing?

Increase sharing by 191% (average) or more.

Increase conversion rates (how?)

Reduce coupon searching & cart abandonment (plus improved margins)

1

2

3

Page 33: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Case Study: Miracle Noodle

+1,994% +2,127%

Sharing Social Referral Traffic

+826%

Social Revenue

* Around 40 - 50% of these increases came from Facebook alone.

Page 34: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Refer-a-Friend

Page 35: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Why referral marketing on Facebook?● 85%+ of all social revenue from

Refer-a-Friend comes from Facebook

● Referred customers are 25% more profitable & 18% more loyal

● 50% of people are more likely to give a referral if offered a direct incentive. (Study from Software Advice)

● People are 4 times more likely to buy when referred by a friend. (Nielsen)

Page 36: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Create a strong offer (know your CLV)

Kickstart your program aggressively. This is key!

Continue marketing your referral program post launch

1

2

3

How To Integrate Refer-a-Friend

On average, we see 35 sales for every 100 shares via Refer-a-Friend.

Page 37: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Case StudyHanes’ Refer-a-Friend program paid for itself in 2 weeks.

Page 38: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Another Case StudyThe success of BLINQ’s Refer-a-Friend program is driven by Facebook sharing.

Page 39: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Purchase Sharing

Page 40: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Tap into the natural desire to share. (30% of all sharing happens post-purchase)

Facebook accounts for 75% of all Purchase Sharing revenue

Shares from purchases convert well above average

1

2

3

Why Purchase Sharing?

Pro Tip: Combine with Social Rewards to increase sharing + loyalty.

Page 41: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Case Study: Romulus Marketing

Romulus Marketing integrated Purchase Sharing and converted traffic coming from those shares at 29.6%!

Page 42: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Case Study: Vapor 4 Life

Purchase Sharing + Social Rewards

+993%

+237%

Sharing Social Revenue

Page 43: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Behavioral Targeting

Page 44: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Cohort targeting captures 29% more emails

1:1 personalization drives 9%+ more sales

1

2

How Can Facebook Improve Your Behavioral Targeting?

Pro Tip: Facebook Login helps you capture data for personalization, plus improve conversion rates

1:1 personalization has been tested to capture up to 600% more emails3

Page 45: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Behavioral Targeting ExamplesUsing Facebook data for personalization

Facebook exclusive offer!

Connect with Facebook to join our newsletter and get $10 off your

first purchase:

Happy Birthday Mike!On your special day, we’d like to

offer you $25 towards any purchase of $100 or more:

No Thanks

Yes, I’d Like $25 | Connect

No Thanks

Cohort Targeting 1:1 Personalization

Page 46: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Case Study: Old Time Candy

Using 1:1 personalization, they were able to dramatically increase conversion rates for both email captures and checkouts.

644%Increase in conversion rate

for email captures

15.7%Higher conversion rate

to purchases

Page 47: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Bonus: Creative Instagram

Strategies

Page 48: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Incentivized Follow Campaigns

Page 49: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Follow For Offer

Page 50: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Follow To Win: Step 1

Page 51: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Follow To Win: Step 2

Page 52: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Incentivize Instagram engagement on Facebook

Page 53: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Social Rewards For Your Instagram Page

Page 54: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Social Rewards For Your Instagram Page

Page 55: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Social Rewards For An Instagram Post

Page 56: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Social Rewards For An Instagram Post

Page 57: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Recap

Page 58: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Awareness

Brand Impressions

Interest

MUVs

Consideration

Customer Database Records

Purchase

Conversion Rate

& AOV

Retention

Lifetime Value

Advocacy

Referrals

Remember the Shopper Journey

Page 59: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Always keep in mind WHY people share, and build that

into your eCommerce experience.

Page 60: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Contests & Giveaways:Drive Awareness & Interest

Page 61: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Facebook LoginImprove Consideration (CRM Growth)

Page 62: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Social RewardsImprove Conversions & Awareness

Page 63: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Refer-a-FriendImprove Advocacy

Page 64: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Purchase SharingImprove Advocacy, Awareness & Interest

Page 65: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Behavioral TargetingImprove Conversions

Page 66: Facebook Marketing Mini-Series Day 2: Using Facebook to power dynamic on-site marketing

Bonus: Instagram StrategiesImprove Awareness & Interest