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Jai Rawat
CEO
ShopSocially
@ShopSocially
Mike Ewing
Services Program Manager
HubSpot
@HubSpot
@HubSpot
@ShopSocially
For Q&A
Tweet using #fbecom handle
Or use the chat panel
@HubSpot
@ShopSocially
 Inbound Marketing SaaS founded in 2006
 10,000+ customers in 52 countries
 All-In-One Marketing...
@HubSpot
@ShopSocially
 Comprehensive Social Commerce Platform
 Started in 2010
 150+ Brand name customers
 Focused on...
@HubSpot
@ShopSocially
What is your role?
1.E-Commerce Expert
(I carry out E-Commerce strategy)
2.Social Media Marketing S...
@HubSpot
@ShopSocially
 Is Facebook Failing Marketers?
 Why Marketers are Failing to Benefit from Facebook?
 Seven Succ...
@HubSpot
@ShopSocially
@HubSpot
@ShopSocially
Organic
Reach
Paid
Reach
1 2
@HubSpot
@ShopSocially
Source: social@Ogilvy study
 Organic reach of
content published on
brands’ Facebook
Pages is down ...
@HubSpot
@ShopSocially
 Step 1. Spend money to
acquire Facebook Fans
 Step 2. Now spend more money
to reach these fans
@HubSpot
@ShopSocially
Organic
Reach
Paid
Reach
1 2
 Fewer than 15% of ads leverage social data
 FB display ads are significantly less effective than display ads at other
s...
@HubSpot
@ShopSocially
What has been your experience with Facebook ads?
a. Never tried
b. Tried but no longer running
c. C...
@HubSpot
@ShopSocially
 Chorus of angry rants from brands superbly led by this now-famous
“Breakup Letter to Facebook” fr...
@HubSpot
@ShopSocially
Why are Marketers
Failing to Leverage
Facebook?
@HubSpot
@ShopSocially
’
Imagine you are a sports team. Who would you qualify as fans?
Like us to win a free ticket
@HubSpot
@ShopSocially
 Like buying results in poor
quality fans, worse many of
these are simply fake
 Lack of engagemen...
@HubSpot
@ShopSocially

Which country leads the Apple fanbase on Facebook?
a. USA
b. UK
c. China
d. Bangladesh
@HubSpot
@ShopSocially
 Fake Likes originating from Like-Farm countries
 Google (16M Likes), Apple (11M Likes) are most ...
@HubSpot
@ShopSocially
 “I want to connect the world”: Mark Zuckerberg
 Platform designed for C2C interaction
 Newsfeed...
@HubSpot
@ShopSocially
 An average Facebook user has
1500 eligible posts in feed every
day
 For users with lots of frien...
@HubSpot
@ShopSocially
Social
Outreach
Email
Marketing
Registration
SEO Conversion
Customer
Acquisition
Social Proof
Ads
@HubSpot
@ShopSocially
Section III
Strategies for
Generating Positive
ROI from Facebook
@HubSpot
@ShopSocially
Social
Outreach
1995: Email
2014: Fans & Followers
Email
Marketing
Registration
SEO
Conversion
Cust...
@HubSpot
@ShopSocially
Like us to win a free ticket
@HubSpot
@ShopSocially
 Onsite Like-gated fan acquisition widget
@HubSpot
@ShopSocially
 High quality fans : familiar with the brand, interested in their products
 Onsite : users never ...
@HubSpot
@ShopSocially
 15,000+ real & high quality
Facebook fans acquired in short
span of time
 33.28% sales conversio...
@HubSpot
@ShopSocially
Email Marketing
1995: Email Acquisition
2014: Profile Acquisition
Social
Registration
SEO
Conversio...
@HubSpot
@ShopSocially
’
 Encouraging users to do a Facebook Connect
@HubSpot
@ShopSocially
 Capture rich profile data e.g. name, email, b’day, interests & location
 Pre-verified email addr...
@HubSpot
@ShopSocially
 29.79% Sales conversion rate
for users getting personalized
communication
 Overall revenue uplif...
@HubSpot
@ShopSocially
Registration
1996: User Id - Password
2014: Social Login
SocialOutreach
Email
Marketing
SEO
Convers...
@HubSpot
@ShopSocially
 By the end of 2015, 50% of new retail customer identities will be
based on social network identit...
@HubSpot
@ShopSocially
 88% of consumers have encountered social login before
 51% of consumers using social login
@HubSpot
@ShopSocially
SEO
2005: backlinks, keywords
2014: social signals
SocialOutreach
Email
Marketing
Registration Conv...
@HubSpot
@ShopSocially
Source: searchmetrics
@HubSpot
@ShopSocially
Then
updated
10/16/2012
Now
updated
05/27/2013
Google has officially replaced ‘back links’
with ‘sh...
@HubSpot
@ShopSocially
@HubSpot
@ShopSocially
Conversion
1998: visitor -> buyer
2014: buyer -> brand ambassador
SocialOutreach
Email
Marketing
Re...
@HubSpot
@ShopSocially
 Proactively encourage users to
share their purchases from your
site
 Leverage points of highest
...
@HubSpot
@ShopSocially
 Customers encouraged to showcase purchases just after online
transaction
@HubSpot
@ShopSocially
Case Study: Beretta USA
 Shoppers encouraged to take a ‘selfie’ and share it before
exiting the ph...
@HubSpot
@ShopSocially
 $19.15 revenue generated from
each post
 15% overall revenue uplift –
measured through a rigorou...
@HubSpot
@ShopSocially
Customer Acquisition
2005: Search
(demand fulfillment)
2014: Social
(demand generation)
SocialOutre...
@HubSpot
@ShopSocially
 User like the product and share it on Facebook with a comment
@HubSpot
@ShopSocially
 Facebook post is shared with all friends – leading to social discovery
 Each post drives 4-5 cli...
@HubSpot
@ShopSocially
 Gallery of user-comments facilitates social discovery and customer
acquisition
@HubSpot
@ShopSocially
Social Proof
2006: Product Review
2014: Real time buzz,
photomonials
SocialOutreach
Email
Marketing...
@HubSpot
@ShopSocially
Social Proof from Real People on Product Pages
@HubSpot
@ShopSocially
Real Time View of User Generated Photos Shared on
Instagram, Twitter etc.
@HubSpot
@ShopSocially
SEO
2005: backlinks, keywords
2014: social signals
Conversion
1998: visitor -> buyer
2014: buyer ->...
@HubSpot
@ShopSocially
Thanks
Q&A?
Jai@ShopSocially.com
http://shopsocially.com
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Is Facebook Failing Marketers or Are Marketers Failing to Leverage Facebook? - HubSpot + ShopSocially Webinar

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The organic reach for brands’ content on Facebook is declining. Marketers now reach just 6% of their fans on Facebook organically! Marketers may spend more money to promote branded content but that would further reduce their social ROI.

Brands should instead focus on generating word-of-mouth promotion by enabling C2C interactions promoting the brand. Getting customers to talk about your brand, share their purchases, and write social reviews is the key to a profitable social media strategy. Turning customers into social brand ambassadors is the ultimate social objective marketers.

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Transcript of "Is Facebook Failing Marketers or Are Marketers Failing to Leverage Facebook? - HubSpot + ShopSocially Webinar"

  1. 1. Jai Rawat CEO ShopSocially @ShopSocially Mike Ewing Services Program Manager HubSpot @HubSpot
  2. 2. @HubSpot @ShopSocially For Q&A Tweet using #fbecom handle Or use the chat panel
  3. 3. @HubSpot @ShopSocially  Inbound Marketing SaaS founded in 2006  10,000+ customers in 52 countries  All-In-One Marketing Software Including Revenue and Order Management  Abandoned Cart & Pre-transactional E-Commerce Nurturing
  4. 4. @HubSpot @ShopSocially  Comprehensive Social Commerce Platform  Started in 2010  150+ Brand name customers  Focused on generating ROI LinkShare Technology Genius Award Most promising private companies 2013 Featured in a recent Social Commerce case study Top Startup Award Ask-a-Friend Refer-a-Friend Get-a-Fan Social Connect Social Login Viral Offer Sharing Viral Flash SaleShare-a-Purchase Share-on-Mobile Shopping Community Product StoriesSocial SEO Share-and-Win Get-an-Email
  5. 5. @HubSpot @ShopSocially What is your role? 1.E-Commerce Expert (I carry out E-Commerce strategy) 2.Social Media Marketing Specialist (I run Social Media) 3.Boss (I make decisions) 4.Geek (I code) 5.Other If you chose (2) and haven’t tweeted about our webinar yet, your vote will be invalid!  Source: http://geek-and-poke.com/
  6. 6. @HubSpot @ShopSocially  Is Facebook Failing Marketers?  Why Marketers are Failing to Benefit from Facebook?  Seven Successful Strategies
  7. 7. @HubSpot @ShopSocially
  8. 8. @HubSpot @ShopSocially Organic Reach Paid Reach 1 2
  9. 9. @HubSpot @ShopSocially Source: social@Ogilvy study  Organic reach of content published on brands’ Facebook Pages is down to 6%  For Pages with more than 500,000 Likes, organic reach is a dismal 2%
  10. 10. @HubSpot @ShopSocially  Step 1. Spend money to acquire Facebook Fans  Step 2. Now spend more money to reach these fans
  11. 11. @HubSpot @ShopSocially Organic Reach Paid Reach 1 2
  12. 12.  Fewer than 15% of ads leverage social data  FB display ads are significantly less effective than display ads at other sites
  13. 13. @HubSpot @ShopSocially What has been your experience with Facebook ads? a. Never tried b. Tried but no longer running c. Currently running but ROI is poor d. Currently running and happy with ROI
  14. 14. @HubSpot @ShopSocially  Chorus of angry rants from brands superbly led by this now-famous “Breakup Letter to Facebook” from Eat24  Relationship status between Facebook and Marketers: It’s Complicated!!!
  15. 15. @HubSpot @ShopSocially Why are Marketers Failing to Leverage Facebook?
  16. 16. @HubSpot @ShopSocially ’ Imagine you are a sports team. Who would you qualify as fans? Like us to win a free ticket
  17. 17. @HubSpot @ShopSocially  Like buying results in poor quality fans, worse many of these are simply fake  Lack of engagement from poor/fake fans brings down organic reach & makes promoted posts more expensive!
  18. 18. @HubSpot @ShopSocially  Which country leads the Apple fanbase on Facebook? a. USA b. UK c. China d. Bangladesh
  19. 19. @HubSpot @ShopSocially  Fake Likes originating from Like-Farm countries  Google (16M Likes), Apple (11M Likes) are most popular in Dhaka Source: EDGERANKCHECKER study
  20. 20. @HubSpot @ShopSocially  “I want to connect the world”: Mark Zuckerberg  Platform designed for C2C interaction  Newsfeed is private space of users; B2C push is less effective
  21. 21. @HubSpot @ShopSocially  An average Facebook user has 1500 eligible posts in feed every day  For users with lots of friends, this number can go up to 15,000  Remember – average time spent daily on Facebook is 18 minutes!  Facebook’s algorithms rightfully pushes content which user would want to interact and engage with Sources: TechCrunch, Statistic Brain
  22. 22. @HubSpot @ShopSocially Social Outreach Email Marketing Registration SEO Conversion Customer Acquisition Social Proof Ads
  23. 23. @HubSpot @ShopSocially Section III Strategies for Generating Positive ROI from Facebook
  24. 24. @HubSpot @ShopSocially Social Outreach 1995: Email 2014: Fans & Followers Email Marketing Registration SEO Conversion Customer Acquisition Social Proof
  25. 25. @HubSpot @ShopSocially Like us to win a free ticket
  26. 26. @HubSpot @ShopSocially  Onsite Like-gated fan acquisition widget
  27. 27. @HubSpot @ShopSocially  High quality fans : familiar with the brand, interested in their products  Onsite : users never leave the site  Higher conversion: ‘earning’ coupon makes it more valuable
  28. 28. @HubSpot @ShopSocially  15,000+ real & high quality Facebook fans acquired in short span of time  33.28% sales conversion rate for Facebook fans
  29. 29. @HubSpot @ShopSocially Email Marketing 1995: Email Acquisition 2014: Profile Acquisition Social Registration SEO Conversion Customer Acquisition Social ProofOutreach
  30. 30. @HubSpot @ShopSocially ’  Encouraging users to do a Facebook Connect
  31. 31. @HubSpot @ShopSocially  Capture rich profile data e.g. name, email, b’day, interests & location  Pre-verified email address means coupon can be delivered inline rather than sending users away from the site to their inbox ’
  32. 32. @HubSpot @ShopSocially  29.79% Sales conversion rate for users getting personalized communication  Overall revenue uplift of 8%  670% ROI ’ Name Email Birthday Gender Location Friend Graph Interests
  33. 33. @HubSpot @ShopSocially Registration 1996: User Id - Password 2014: Social Login SocialOutreach Email Marketing SEO Conversion Customer Acquisition Social Proof
  34. 34. @HubSpot @ShopSocially  By the end of 2015, 50% of new retail customer identities will be based on social network identities Source: Gartner research
  35. 35. @HubSpot @ShopSocially  88% of consumers have encountered social login before  51% of consumers using social login
  36. 36. @HubSpot @ShopSocially SEO 2005: backlinks, keywords 2014: social signals SocialOutreach Email Marketing Registration Conversion Customer Acquisition Social Proof
  37. 37. @HubSpot @ShopSocially Source: searchmetrics
  38. 38. @HubSpot @ShopSocially Then updated 10/16/2012 Now updated 05/27/2013 Google has officially replaced ‘back links’ with ‘sharing’ as the key SEO driver Source: http://goo.gl/VxcHFR
  39. 39. @HubSpot @ShopSocially
  40. 40. @HubSpot @ShopSocially Conversion 1998: visitor -> buyer 2014: buyer -> brand ambassador SocialOutreach Email Marketing Registration SEO Customer Acquisition Social Proof
  41. 41. @HubSpot @ShopSocially  Proactively encourage users to share their purchases from your site  Leverage points of highest customer delight in purchase flow: • Completion of purchase • Delivery of product
  42. 42. @HubSpot @ShopSocially  Customers encouraged to showcase purchases just after online transaction
  43. 43. @HubSpot @ShopSocially Case Study: Beretta USA  Shoppers encouraged to take a ‘selfie’ and share it before exiting the physical store
  44. 44. @HubSpot @ShopSocially  $19.15 revenue generated from each post  15% overall revenue uplift – measured through a rigorous A/B testing How about Beretta AXR 100? Bought it yesterday. Feels great and amazing to shoot. Check my Facebook post?
  45. 45. @HubSpot @ShopSocially Customer Acquisition 2005: Search (demand fulfillment) 2014: Social (demand generation) SocialOutreach Email Marketing Registration SEO Conversion Social Proof
  46. 46. @HubSpot @ShopSocially  User like the product and share it on Facebook with a comment
  47. 47. @HubSpot @ShopSocially  Facebook post is shared with all friends – leading to social discovery  Each post drives 4-5 click-throughs and 10-15 view-throughs
  48. 48. @HubSpot @ShopSocially  Gallery of user-comments facilitates social discovery and customer acquisition
  49. 49. @HubSpot @ShopSocially Social Proof 2006: Product Review 2014: Real time buzz, photomonials SocialOutreach Email Marketing Registration SEO Conversion Customer Acquisition
  50. 50. @HubSpot @ShopSocially Social Proof from Real People on Product Pages
  51. 51. @HubSpot @ShopSocially Real Time View of User Generated Photos Shared on Instagram, Twitter etc.
  52. 52. @HubSpot @ShopSocially SEO 2005: backlinks, keywords 2014: social signals Conversion 1998: visitor -> buyer 2014: buyer -> brand ambassador Customer Acquisition 2005: Search (demand fulfillment) 2014: Social (demand generation) Social Proof 2006: Product Review 2014: Real time social buzz, photomonials SocialOutreach 1995: Email 2014: Fans & Followers Email Marketing 1995: Email Acquisition 2014: Profile Acquisition Registration 1996: User Id/ Password 2014: Social Login • 15-20% Increase in conversion rate • 7-10x ROI • 10-15% Incremental Traffic
  53. 53. @HubSpot @ShopSocially Thanks Q&A? Jai@ShopSocially.com http://shopsocially.com
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