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Acquiring New Customers Through Twitter and Facebook Social media is an excellent tool for engagement with existing customers and brand awareness, but how do you convert the broader Twitter and Facebook users into customers? Join ExactTarget's Vice President of Social Products Margaret Francis as she dives into the ways successful organizations can and have used social media to build their customer base. Presenter: Margaret Francis, VP of Product, ExactTarget Margaret Francis is the Vice President of Social Products at ExactTarget. She is the former VP of Product at Lithium Technologies/Scout Labs, a leading SCRM (social CRM) company focused on customer communities, game theory and social listening and analytics. Prior to co-founding Scout Labs, she was the Director of Strategy and Analytics at Razorfish, where she developed marketing and technology strategies for Fortune 500 companies. Her customers and clients include companies such as Netflix, Coca-Cola, Visa, United Airlines, Nike, Apple, Citibank and Disney. She is a frequent speaker on the topic of social media management and metrics and their integration into marketing strategy and program measurement. Margaret is a graduate of Yale University and SFAI.
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Six Social Things
Margaret FrancisVP Social Products@margaretfrancis
Don’t be bipolar
People and Products
Facebook: Easy for People, Hard for Brands
It’s your customer(not Facebook’s)
Email Signups are an absolute best practice
Compelling reasons to sign up and share
Promote your other social channels- including your website
Leverage organic conversations
Promotions are always in style
Let social be social
Be relevant- and appropriate
Let customers engage with you
They will, every place they can. Use it!
Solicit: User generated contests are still popular
Experiment with new interactive ad units
Every campaign a cross-channel campaign
Case Study: eBags Sweepstakes
• Promoted “Bag an iPad” sweepstakes on Facebook, offering participants a chance to win a new iPad, a backpack, and a $1000 Visa gift card
• Created a series of Facebook ads targeting an audience that matched their current email subscribers demographic, and directed viewers to a tab on their Facebook page devoted to the promotion
• Promoted the sweepstakes on their primary website
Case Study: eBags Sweepstakes
Case Study: eBags Sweepstakes
• Invited users to become fans to participate in the “Bag an iPad” promotion
• Used email capture on Facebook for ongoing participation with entrants
• After entering, participants were directed to a thank you page with a “Shop Now” button, and also received a follow up email
Case Study: eBags Sweepstakes
Case Study: eBags Sweepstakes
• By the end of the 30 day campaign, eBags had:
• Increased Likes on their Facebook page by 46,000
• Increased subscribers to their email list by 28,000
• Generated $7000 in direct sales from the link on the thank you page
• With a value of $15/subscriber, estimated a value of $420K (over 1000% ROI) on this single campaign
Test, measure, repeat
Targeting = Relevance
Use targeting options on tabs
Use targeting options on tabs
Use targeting options in paid advertising
USE YOUR OWN DATA to define an audience. Ex:Bought >1 month ago + Spends >$100 per purchase + female
HASH LIST & upload to Facebook Power Editor
CREATE A LIST of relevant customer identifiers: • Email address• Mobile number• Facebook UID
BUY DISPLAY MEDIA against uploaded list or lookalike list
MEASUREAnalyze, optimize & repeat
1 2
3 4 5
Facebook Custom Audiences
Facebook Custom Audiences & Lookalikes
Activate or Reactivate customers by matching your ExactTarget email records with Facebook accounts to create precisely targeted ad segments.
Acquire customers using lookalike models based on your own segments.
AcquisitionAcquire new email
subscribers
ActivationDrive engagement and
conversions from current email subscribers
ReactivationReactivate unengaged or
bounced subscribers
Sample Custom Audiences Campaigns
A proven cross-channel approach to acquisition, engagement and reactivation.
Acquisition Activation Reactivation
Sample Audience Definitions
Lookalikes of engaged subscribers
Lookalikes of high value
customers
Subscribers with an
open/click within N
days
Subscribers with no
open/click in N days
Subscribers in hard
bounce / held status
Subscribe
Transact
Engage Reengage
Recover
Engaged subscribers
using mobile devices
Mobile Adoption
Case Study: Facebook Custom Audiences • Activation test drove nearly 3X checkout volume of paid search with 16% of spend
• Strongest CTR: Standard ad against hard-bounced segment (5X average)
• Drove additional 68% reduction in email acquisition CPA through optimization
Acquisition Activation
Cost per checkoutCost per registra-
tionCost per checkout
Reactivation
Cost per checkout
Subscribe Transact Engage Reengage
Up Next: Twitter Lead Gen Cards, email and cookie based ad targeting
Measure customer impact from the customer perspective
Cross Channel Behavior: Higher email Engagement
Cole-Haan Case Study
Cross Channel Behavior: Likelihood to PurchaseCole-Haan Case Study
Cross Channel Behavior: LTVCole-Haan Case Study
thank you!
@margaretfrancis