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