driving ecommerce from facebook
Post on 21-Mar-2016
214 Views
Preview:
DESCRIPTION
TRANSCRIPT
Best Practices for Driving E-Commerce from
Nick Caughel
Lead Strategist, Social Media Marketing
June 29, 2012
@offerpop
#ecommerce
#BiteSizedSocial
Offerpop Confidential 2
AGENDA
CONTENT AND YOUR BUSINESS
STRATEGIZE THE WAY YOU SHARE
OPTIMIZE PERFORMANCE
YOUR ECOMMERCE APPROACH
Offerpop Confidential
IT ALL STARTS WITH CONTENT
3
Driving E-commerce from
Facebook is simple
Recognize that Facebook is a
social environment. The
traditional e-commerce model
doesn’t entirely apply
You want what you’re selling to be
something people talk about
It’s about engaging fans around
compelling content
Offerpop Confidential
VISUALLY ENGAGING
4
Offerpop Confidential
INTERESTING OFFERS
5
Offerpop Confidential
HOW TO SPARK ENGAGEMENT
6
Facilitate Sharing
People share to express who they are
Incorporate Like, Comment, and
Share functions with links back to your
wall posts and content
Encourage social actions in your copy
Keep the experience in line with
Facebook’s social environment.
Offerpop Confidential
ENGAGEMENT DRIVES REACH
7
What’s the benefit of reach?
“We are influenced by people up to
three degrees away from us”
“Our friends’ friends’ friends”
Offerpop Confidential 8
AUGMENT ENGAGEMENT WITH YOUR TIMELINE
Pin status updates about your
promotion
• Pin your post to the top of your
Timeline
• It will remain pinned for 7 days
Highlight the post to double its width
so it takes up the whole page
Move campaign Tile into position 4 or
higher
Update cover photo
Offerpop Confidential
USING PRODUCTS TO DRIVE PURCHASE
Allow fans to browse highly visual product
images
Products should link directly to their
corresponding product page on your
website
Sole Society’s conversion rate was
10.7% using Look Book
(Facebook avg is 2%)
Quick tip:
Use a lightweight call to action that isn’t
purchase oriented
Example: “learn more” or “check it out”
9
Offerpop Confidential
USING OFFERS TO DRIVE PURCHASE: ONLINE
Create social campaigns around your
deals, offers, and coupons
77kids ran an Exclusive campaign with
many different offer types, including unique
promo codes and barcoded coupons
It’s not about offering a generic 10%
discount, but presenting an offer that ties to
the program
10
77kids
Offerpop Confidential
USING OFFERS TO DRIVE PURCHASE: IN-STORE
11
Maple Leaf
Maple Leaf ran a Tug of War
campaign encouraging fans to
vote for their favorite recipe
Very low barrier to entry
20% conversion rate
Close to 5,000 coupons issued
43% coupon redemption rate
Offerpop Confidential 12
MAKE SURE YOU’RE MOBILE READY
Mobile participation is growing rapidly – you could be missing out
54% of Facebook traffic comes from mobile
Make sure your campaigns look good on a
mobile device
Easy way for customers to redeem offers
About 160 million Facebook users use their
phones to access Facebook more often than
other devices
Offerpop Confidential
SET UP CONVERSION TRACKING
13
Track downstream conversions
• Page activity, purchases, ROI
Ideally with a unified reporting
environment
Experiment and use lessons learned
to optimize future campaigns
Offerpop Confidential
AMPLIFY YOUR SALES PROGRAMS
14
Page Like
• Use to boost fan acquisition
(new customers)
• Efficient use of budget
Page Post Like
• Use to boost engagement
• Sponsor stories that contain compelling
content
Sponsored Stories
Offerpop Confidential 15
THANK YOU!
TO GET A COPY OF THIS PRESENTATION, OR LEARN MORE ABOUT
OFFERPOP, EMAIL ME AT:
nick@offerpop.com
Follow us @offerpop
top related