1. Best Practices for Driving E-Commerce from
Facebook
Nick Caughel
Lead Strategist, Social Media Marketing
June 29, 2012
@offerpop
#ecommerce
#BiteSizedSocial

2. AGENDA
CONTENT AND YOUR BUSINESS
YOUR ECOMMERCE APPROACH
STRATEGIZE THE WAY YOU SHARE
OPTIMIZE PERFORMANCE
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3. IT ALL STARTS WITH CONTENT
Driving E-commerce from
Facebook is simple
Recognize that Facebook is a
social environment. The
traditional e-commerce model
doesn’t entirely apply
You want what you’re selling to be
something people talk about
It’s about engaging fans around
compelling content
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4. VISUALLY ENGAGING
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5. INTERESTING OFFERS
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6. HOW TO SPARK ENGAGEMENT
Facilitate Sharing
People share to express who they are
Incorporate Like, Comment, and
Share functions with links back to your
wall posts and content
Encourage social actions in your copy
Keep the experience in line with
Facebook’s social environment.
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7. ENGAGEMENT DRIVES REACH
What’s the benefit of reach?
“We are influenced by people up to
three degrees away from us”
“Our friends’ friends’ friends”
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8. AUGMENT ENGAGEMENT WITH YOUR TIMELINE
Pin status updates about your
promotion
• Pin your post to the top of your
Timeline
• It will remain pinned for 7 days
Highlight the post to double its width
so it takes up the whole page
Move campaign Tile into position 4 or
higher
Update cover photo
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9. USING PRODUCTS TO DRIVE PURCHASE
Allow fans to browse highly visual product
images
Products should link directly to their
corresponding product page on your
website
Sole Society’s conversion rate was
10.7% using Look Book
(Facebook avg is 2%)
Quick tip:
Use a lightweight call to action that isn’t
purchase oriented
Example: “learn more” or “check it out”
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10. USING OFFERS TO DRIVE PURCHASE: ONLINE
77kids
Create social campaigns around your
deals, offers, and coupons
77kids ran an Exclusive campaign with
many different offer types, including unique
promo codes and barcoded coupons
It’s not about offering a generic 10%
discount, but presenting an offer that ties to
the program
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11. USING OFFERS TO DRIVE PURCHASE: IN-STORE
Maple Leaf
Maple Leaf ran a Tug of War
campaign encouraging fans to
vote for their favorite recipe
Very low barrier to entry
20% conversion rate
Close to 5,000 coupons issued
43% coupon redemption rate
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12. MAKE SURE YOU’RE MOBILE READY
Mobile participation is growing rapidly – you could be missing out
54% of Facebook traffic comes from mobile
Make sure your campaigns look good on a
mobile device
Easy way for customers to redeem offers
About 160 million Facebook users use their
phones to access Facebook more often than
other devices
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13. SET UP CONVERSION TRACKING
Track downstream conversions
• Page activity, purchases, ROI
Ideally with a unified reporting
environment
Experiment and use lessons learned
to optimize future campaigns
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14. AMPLIFY YOUR SALES PROGRAMS
Sponsored Stories
Page Like
• Use to boost fan acquisition
(new customers)
• Efficient use of budget
Page Post Like
• Use to boost engagement
• Sponsor stories that contain compelling
content
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15. THANK YOU!
TO GET A COPY OF THIS PRESENTATION, OR LEARN MORE ABOUT
OFFERPOP, EMAIL ME AT:
nick@offerpop.com
Follow us @offerpop
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