Using Facebook to Power Dynamic On-Site Marketing

Facebook Marketing Mini Series: Day 2

#AddShoppersNow

Your presenter

Peter MessmerDirector + Growth at

AddShoppers

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

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

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?

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

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

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

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

Why do people share on Facebook?

The 9 main reasons

1.To Talk About What

They Care About

Favorite songs, movies, products, etc...

2.To Express Themselves

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

3.To Keep In Touch

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

4.To Belong To A Group

Facebook Groups, etc.

5.To Offer Support To A Cause

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

6.To Share Things They Know

Their Friends Will Enjoy

From funny cat videos to news stories to products.

7.To Gather Feedback From Their Friends

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

8.To Share Life Events --

Big or Small

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

9.To Coordinate Events

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

On-Site Marketing Best Practices for Facebook

(non-paid)

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).

Contests & Giveaways

How It Works

Drive Traffic To A Giveaway

Registration: Capture Leads

Integrate Facebook Sharing For Maximum Reach

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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

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

The bottom bar promoting the giveaway.

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

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.

Offer Facebook Login

Why Offer Facebook Login?

Capture more rich data

Boost email capture rates

Increase checkout conversion rates

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Welcome!Connect with Facebook

for free shipping

| Connect

No Thanks

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

Incentive Facebook sharing

Why Incentivize Facebook Sharing?

Increase sharing by 191% (average) or more.

Increase conversion rates (how?)

Reduce coupon searching & cart abandonment (plus improved margins)

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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.

Refer-a-Friend

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)

Create a strong offer (know your CLV)

Kickstart your program aggressively. This is key!

Continue marketing your referral program post launch

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How To Integrate Refer-a-Friend

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

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

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

Purchase Sharing

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

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Why Purchase Sharing?

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

Case Study: Romulus Marketing

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

Case Study: Vapor 4 Life

Purchase Sharing + Social Rewards

+993%

+237%

Sharing Social Revenue

Behavioral Targeting

Cohort targeting captures 29% more emails

1:1 personalization drives 9%+ more sales

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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

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

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

Bonus: Creative Instagram

Strategies

Incentivized Follow Campaigns

Follow For Offer

Follow To Win: Step 1

Follow To Win: Step 2

Incentivize Instagram engagement on Facebook

Social Rewards For Your Instagram Page

Social Rewards For Your Instagram Page

Social Rewards For An Instagram Post

Social Rewards For An Instagram Post

Recap

Awareness

Brand Impressions

Interest

MUVs

Consideration

Customer Database Records

Purchase

Conversion Rate

& AOV

Retention

Lifetime Value

Advocacy

Referrals

Remember the Shopper Journey

Always keep in mind WHY people share, and build that

into your eCommerce experience.

Contests & Giveaways:Drive Awareness & Interest

Facebook LoginImprove Consideration (CRM Growth)

Social RewardsImprove Conversions & Awareness

Refer-a-FriendImprove Advocacy

Purchase SharingImprove Advocacy, Awareness & Interest

Behavioral TargetingImprove Conversions

Bonus: Instagram StrategiesImprove Awareness & Interest

Want to learn more about AddShoppers? Join an upcoming live demo:

AddShoppers.com/Live-Demo

Thanks for joining us!

peter@addshoppers.com@TheBigCatSays