how transform facebook into sales channel ?
DESCRIPTION
Conférence ecommerce.be yes you can le 25 avril 2013 ! Présa de Olivier de Decker.TRANSCRIPT
HOW TO TRANSFORM FACEBOOK INTO SALES CHANNEL?
Olivier de Decker Jeudi 25 avril 2013 de 14:00 à 17:00
AGENDA
• FACEBOOK BENEFITS
• SOCIAL MOOV TOOL
• BUSINESS CASES
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CONNECT USERS ON MULTIPLE DEVICES
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CONNECT TO FRIENDS OF FANS AND CAPITALIZE ON THEIR WORD OF MOUTH
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REACH THE RIGHT PEOPLE
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GENERATE HIGHER BRAND RESONANCE THAN OTHER ONLINE MEDIA
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START WITH YOUR OBJECIVES
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SOCIAL IS NOT
AN OBJECTIVE
FACEBOOK ADS : 2 DESTINATIONS
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A VARIETY OF AD PLACEMENTS
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FACEBOOK ADS NEW INNOVATIONS
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FACEBOOK ADS NEW INNOVATIONS
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CONTROL THE ROI OF YOUR CAMPAIGNS
AGENDA
• FACEBOOK BENEFITS
• SOCIAL MOOV TOOL
• BUSINESS CASES
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FACEBOOK ADVERTISING
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BULK CREATION
1 TITLE X 2 BODY X 5 PICS è 10 ADS
2 genders (with pivot) x 4 interests x 7 ages ranges
è 56 targets
10 ads x 56 targets è 560 Ads in 2 minutes
GENERATE 560 ADS IN 2 MINUTES
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MONITOR IN REAL TIME
Best performing target ! 0.28 € CPF !
Worst performing campaign
(still in the objectives)
Cost per fan (target was 1€)
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IDENTIFY MOST PERFORMING ADS
Best converting picture Worst converting picture
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Poor conversion rate (20%)
High conversion rate (30%)
ANALYSE CONVERSION BY AGE
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AGENDA
• FACEBOOK BENEFITS
• SOCIAL MOOV TOOL
• BUSINESS CASES
• How to transform Facebook as a sales channels
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SHOWROOM PRIVE FAN PAGE
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CAMPAIGN OVERVIEW
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Facebook App Facebook Ads Website
ADS REDIRECT DIRECTLY TO REGISTRATION APP
SHOWROOM PRIVE APP FLOW
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o Geo-targeting: FR, SPAIN, IT
o Gender: Female
o Age : 25/45 years old
o Clusters : online shoppers,
luxury, Discount
⇒ Critical mass: Over 100K per group
CAMPAIGN TARGETING
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ADS FORMAT OVERVIEW
ADS REDIRECT DIRECTLY TO REGISTRATION APP Copyright 2013 Be Connect . All Rights Reserved
Standard ASU Sponsored Stories
CAMPAIGN OVERVIEW
1 CLICK REGISTRATION THANKS TO PERMISSION
Viralité par parrainage
BECOME A FAN TO ACCESS SALES
FRIEND SPONSORSHIP VIRAL EFFECT
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CAMPAIGN OVERVIEW
Viralité par parrainage GENERATE TRAFFIC ON WEBSITE
USE NOTIFICATION TO PUSH SALES
SOCIAL SHARING EFFECT
1 click… 1 gameplay… 3 acquisition channels opened !
Email + Fan + Traffic
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RESULTS
Viralité par parrainage
1.1 Billion impressions
70 000 Fans
>100 000 New members
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RESULTS
Viralité par parrainage
-50% on the acquisition cost with App
+30% on the conversion rate
Glogal acquisition cost cut by 4
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RESULTS
Fans are 40% More likely to become customers
More CONTACTS (Fans, emails) =
More CLIENTS =
More SALES
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