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

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 ...

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

  • 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 Software Including Revenue and Order Management  Abandoned Cart & Pre-transactional E-Commerce Nurturing
  • @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
  • @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/
  • @HubSpot @ShopSocially  Is Facebook Failing Marketers?  Why Marketers are Failing to Benefit from Facebook?  Seven Successful Strategies
  • @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 to 6%  For Pages with more than 500,000 Likes, organic reach is a dismal 2%
  • @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 sites
  • @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
  • @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!!!
  • @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 engagement from poor/fake fans brings down organic reach & makes promoted posts more expensive!
  • @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 popular in Dhaka Source: EDGERANKCHECKER study
  • @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
  • @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
  • @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 Customer Acquisition Social Proof
  • @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 leave the site  Higher conversion: ‘earning’ coupon makes it more valuable
  • @HubSpot @ShopSocially  15,000+ real & high quality Facebook fans acquired in short span of time  33.28% sales conversion rate for Facebook fans
  • @HubSpot @ShopSocially Email Marketing 1995: Email Acquisition 2014: Profile Acquisition Social Registration SEO Conversion Customer Acquisition Social ProofOutreach
  • @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 address means coupon can be delivered inline rather than sending users away from the site to their inbox ’
  • @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
  • @HubSpot @ShopSocially Registration 1996: User Id - Password 2014: Social Login SocialOutreach Email Marketing SEO Conversion Customer Acquisition Social Proof
  • @HubSpot @ShopSocially  By the end of 2015, 50% of new retail customer identities will be based on social network identities Source: Gartner research
  • @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 Conversion Customer Acquisition Social Proof
  • @HubSpot @ShopSocially Source: searchmetrics
  • @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
  • @HubSpot @ShopSocially
  • @HubSpot @ShopSocially Conversion 1998: visitor -> buyer 2014: buyer -> brand ambassador SocialOutreach Email Marketing Registration SEO Customer Acquisition Social Proof
  • @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
  • @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 physical store
  • @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?
  • @HubSpot @ShopSocially Customer Acquisition 2005: Search (demand fulfillment) 2014: Social (demand generation) SocialOutreach Email Marketing Registration SEO Conversion Social Proof
  • @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 click-throughs and 10-15 view-throughs
  • @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 Registration SEO Conversion Customer Acquisition
  • @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 -> 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
  • @HubSpot @ShopSocially Thanks Q&A? Jai@ShopSocially.com http://shopsocially.com