thomas cook case: how to earn more than €1 million through social media sales. by ine laleman at...
Post on 05-Aug-2015
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Define a specific goal
Offering every customer the right message at the right time, Increasing social sales to €1 million
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Use the Sales FormulaBudget / cpc = visits Visits x conversion rate = sales
Sales x average order value = revenue
2
• Custom audience: Current customersUse for retargeting
• Lookalike audience: Potential customers
• Facebook demo segments
6 Use different audiences
Custom audience
6 Use different audiences
Target
people who have made several price calculations but did not book
Lookalike Audience
6 Use different audiences
Target
people who look like customers who went on a holiday to Spain last year
Calculate the relevant size for your audience
Visits / uCTR% = Audience Size
25.000 / 3% = 833.333
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Test different bidding strategies• CPC The basic performance
strategy• CPM Branding & Micro
Audiences• oCPM (Optimize for website
conversions)Keep track of your
conversion goal• Daily unique reach Small audience low
frequency
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Think omnichannel
visitors
prospects
leads
sales
• Move up the sales funnel
• Retarget or close the deal with another medium
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