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Kenshoo social exec briefing munich

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Kenshoo social exec briefing - Munich

Kenshoo social exec briefing - Munich

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  • 1. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information Executive Breakfast Briefing - Munich March 12, 2014
  • 2. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 2| 2 Agenda About Kenshoo Social Advertising Benefits Key Imperatives
  • 3. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 3| 3Kenshoo: Proprietary and Confidential Information |3 About Kenshoo
  • 4. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 4| 4 The Kenshoo Solution – Search + Social Closed-loop Targeting. Universal Integration. Dynamic Attribution. Predictive Analytics. Infinite Optimization.
  • 5. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information || Kenshoo: “The Sole Leader” The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13 Search Social
  • 6. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 6| 6Kenshoo: Proprietary and Confidential Information |6 Why Social Advertising?
  • 7. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 7| 7 Marketer Challenges 1. 2. 3. 4. How do I drive sales and revenue with social media? How can I apply what I know across channels, like search? How do I prove success in driving brand awareness? How do I ensure I give proper credit to each ad?
  • 8. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 8 Drive Sales & Revenue with Social Media • Leverage social media as a direct response channel • Drive significant, demonstrable ROI from social media Have Bebstore case study graph and Q4 data charts in design queue
  • 9. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 9| 9 Make Your Search Work Better
  • 10. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 10| 10 The Power of Search and Social for Driving Discovery Social Ads And Word Of Mouth Play A Leading Role In Driving Discovery Most Buyers Follow A Four-Stage Customer Life Cycle Source: “Win The Social Marketing Measurement Game,” Forrester Research, Inc., November 21, 2012 Source: “Win The Social Marketing Measurement Game,” Forrester Research, Inc., November 21, 2012 “Which of the following ways do you typically discover or find out about new products, brands, or services?” Discover Explore BuyInteract 41% 34% 33% 31% 26% 22% 22% 20% 18% 18%18% 11% Seeing ads on social networks Internet searches via search engines Reading/posting messages on social networks Receiving ads via email Other/general browsing on the internet Watching online videos General online ads Through coupon apps/services Reading blogs Through online recommendations from retailers based online shopping behaviors/preferences Through shopping applications (“apps”)
  • 11. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 11| 11 Drive Brand Awareness and Interaction Throughout the Funnel Facebook Ads & Sponsored Stories Homepage, Newsfeed, Right Side Mobile, Tablet, Desktop Facebook Exchange (FBX) Display Retargeting Search
  • 12. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 12| 12 Give Proper Credit with Multi-touch Attribution black pumps Shoes.com Looking for black pumps? Find them on Shoes.com Natalie Jones So cute! Definitely buying these. I can’t wait to wear them. Shop at Shoes.com and get the best deals on the hottest shoes. $ $ $ Shoes.com
  • 13. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 13| 13 Facebook Valued as Much as 30% Higher by Marketers Using Attribution Models other than Last Ad
  • 14. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 14| 14 Dynamic Attribution – How it Works Natalie Jones So cute! Definitely buying these. I can’t wait to wear them. Shop at Shoes.com and get the best deals on the hottest shoes. black pumps $ $ $ shoes.com $ $ $ Looking for the perfect handbag to match? Find the hottest combos on Shoes.com
  • 15. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 15| 15 Dynamic Attribution – How it Works black pumps Natalie Jones So cute! Definitely buying these. I can’t wait to wear them. Shop at Shoes.com and get the best deals on the hottest shoes. 17% 30% 43% 10% shoes.com $ $ $
  • 16. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 16| 16 Dynamic Attribution – How it Works black pumps Natalie Jones So cute! Definitely buying these. I can’t wait to wear them. Shop at Shoes.com and get the best deals on the hottest shoes. shoes.com Looking for the perfect handbag to match? Find the hottest combos on Shoes.com $ $ $ 4% 8% 18% 5% 65%$ $ $
  • 17. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 17| 17Kenshoo: Proprietary and Confidential Information |17 Key Imperatives
  • 18. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 18| 18 Harness the Power of Demand Signals
  • 19. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 19 The Direct Response Marketer’s Challenge P R O B L E M • You know which inventory items perform well & are trending on your website • Your search campaigns tell you how people respond to ads for those items • Competition on search - competing for customers, driving up CPCs, limiting your reach & decreasing your ROI • Need new ways to extend your reach quickly and easily and drive demand & increase revenue at an effective ROI S O L U T I O N Demand-Driven Campaigns An automated solution to leverage performance data from your inventory systems or your Search Product Listing Ad (PLA) campaigns to identify top performing/trending inventory items and quickly promote them to new and existing customers on Facebook.
  • 20. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 20| 20 Extend Your Reach & Drive Additional Sales with Native Facebook & FBX Advertising Native Facebook Ads Extend reach to find new customers Top Performing Products in PLA Wilson One BLX Clicks: 108,110 CVR: 4.32% ROI: $8.75 Babolat AeroPro Clicks: 248,461 CVR: 5.65% ROI: $6.92 Facebook Exchange (FBX) Ads Retarget website visitors that didn’t check out
  • 21. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 21| 21 Build High-Performing DR Facebook Campaigns in a Few Simple Steps Select product category and brands, # of products, and performance criteria Define dynamic parameters for ad headline and body copy Set your desired audiences & other targeting parameters 1 2 3 Use Google PLA or backend e-commerce platform feed with performance/trend data
  • 22. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 22 1 2 3 Goal: Increase performance and efficiency Drive demand & revenue while decreasing time spent creating and managing campaigns. Connect to advertiser inventory system Identify trending and high performing products by revenue and reviews Create native Facebook campaigns Quickly build product-specific campaigns based on performance signals and drive demand Case Study: Major Apparel Retailer  96.5% higher CTR  21% lower CPC  106% more sales  220% higher CVR  356% higher ROI  4x time savings
  • 23. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 23| 23 Discover New, Relevant Audiences
  • 24. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 24| 24 Custom Audience Targeting • Leverage existing database to target users on FB by email addresses, phone numbers and FB UIDs • Utilize all ad types (page posts, sponsored stories, social ads and web ads) while targeting defined custom audiences • Increase both life-time-value of a customer and customer retention through advertising based on product life cycle and purchase patterns • Audience expansion & look-a-like based off of CRM data
  • 25. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 25| 25 Kenshoo Social Audience Reach Engine Patent-pending algorithmic solution • Suggestions built in real-time based on relevancy, affinity and expansion objectives  Choose the right audience  Extend your reach  Improve results
  • 26. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 26| 26 Take Advantage of the Facebook Exchange
  • 27. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 27| 27 How does retargeting work? Users arrive to advertiser’s site Users visit pages on site, and leave without converting Users visit Facebook, and see a retargeted ad for the specific brand 1 2 3
  • 28. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 28| 28 FBX: Biggest direct response channel behind search • Highly-relevant ad experience • 3x the inventory of Display networks (~45B daily impressions) • 13 min. per user spent on Facebook each day
  • 29. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 29| 29 FBX Ads optimized to drive conversions LINK PAGE POST ADS • Newest FBX ad format • Large clickable space, entire image and text box area link offsite • 6–12X CTR versus Domain Ads • Social context and viral engagement for likes, comments & shares • Newsfeed & Right Hand Side placement • Original FBX ad format • Static or dynamic, feed-based creative • Significant available inventory • Right Hand Side placement only DOMAIN ADS
  • 30. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 30| 30 How much is an individual customer worth in retail?
  • 31. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 31| 31 Different signals act as proxy for user value Search ad click for “tennis racket” View several product pages Exit site Visit Facebook Visit Shopping Cart PLA Click
  • 32. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 32| 32 Kenshoo layers on additional data from search Exit site Visit Facebook Visit Shopping Cart View several product pages PLA Click Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55
  • 33. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 33| 33 PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 How much is an individual customer worth? Exit site Visit Facebook Visit Shopping Cart View several product pages Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 $1.75 CPM
  • 34. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 34| 34 Re-Engage in FBX using Search & PLA Data
  • 35. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 35| 35 Leverage dynamic ads to drive success
  • 36. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 36| 36 Leverage dynamic ads to drive success
  • 37. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 37| 37 Leverage dynamic ads to drive success
  • 38. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 38| 38 Integrate Paid, Owned, and Earned Media
  • 39. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 39 The conversion attribution solution from Kenshoo Social & Shoutlet allowed the Zappos team to create and amplify synergies between our paid and owned social media strategies. Integrate owned & paid social marketing initiatives C H AL L E N G E • Measure bottom-line impact of owned media on sales & revenue • Identify best performing page posts to amplify with paid ads B U S I N E S S I M PAC T • Attribute sales to organic posts • Optimize posts to revenue goals • Maximize ROAS of paid ads K E N S H O O S O L U T I O N • Kenshoo Social Attribution Solution - Graham Kahr, Social Scientist - Zappos“
  • 40. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 40| 40 Owned and Earned Media – Symbiotic Investment Looking for black pumps? Find them on Shoes.com Shoes.com November 5 hurry! Enjoy an extra 25% off of our sale items in store and online. Like • Comment • Share
  • 41. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 41| 41 Don’t underestimate the value of owned media and its impact on conversions and revenue Case Study: Major US Retailer Conversions & Revenue Attributable to Owned Media Posts $0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 $7,000 0 20 40 60 Conversions Revenue
  • 42. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 42| 42 Invest in Mobile
  • 43. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information | 43 M O B I L E AP P AD S Create, manage and optimize mobile app install and mobile app engagement and conversion ad campaigns M O B I L E M E AS U R E M E N T Integrate Kenshoo mobile measurement to track in-app conversions or use a 3rd party mobile measurement partner (MMP) like Facebook, HasOffers, etc. L I F E T I M E VAL U E Measure and report lifetime value of your mobile app ads to identify, target and convert your top audience segments Drive mobile app installs, in-app conversions and maximize lifetime value

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