#BiteSizedSocial – Driving E-commerce from Facebook
Best Practices for Driving E-Commerce fromFacebookNick CaughelLead Strategist, Social Media MarketingJune 29, 2012 @offerpop #ecommerce #BiteSizedSocial
AGENDACONTENT AND YOUR BUSINESSYOUR ECOMMERCE APPROACHSTRATEGIZE THE WAY YOU SHAREOPTIMIZE PERFORMANCE2 Offerpop Confidential
IT ALL STARTS WITH CONTENTDriving E-commerce fromFacebook is simpleRecognize that Facebook is asocial environment. Thetraditional e-commerce modeldoesn’t entirely applyYou want what you’re selling to besomething people talk aboutIt’s about engaging fans aroundcompelling content3 Offerpop Confidential
HOW TO SPARK ENGAGEMENTFacilitate SharingPeople share to express who they areIncorporate Like, Comment, andShare functions with links back to yourwall posts and contentEncourage social actions in your copyKeep the experience in line withFacebook’s social environment.6 Offerpop Confidential
ENGAGEMENT DRIVES REACHWhat’s the benefit of reach?“We are influenced by people up to three degrees away from us”“Our friends’ friends’ friends”7 Offerpop Confidential
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 photo8 Offerpop Confidential
USING PRODUCTS TO DRIVE PURCHASEAllow fans to browse highly visual productimagesProducts should link directly to theircorresponding product page on yourwebsiteSole Society’s conversion rate was10.7% using Look Book(Facebook avg is 2%)Quick tip:Use a lightweight call to action that isn’tpurchase orientedExample: “learn more” or “check it out”9 Offerpop Confidential
USING OFFERS TO DRIVE PURCHASE: ONLINE 77kidsCreate social campaigns around yourdeals, offers, and coupons77kids ran an Exclusive campaign withmany different offer types, including uniquepromo codes and barcoded couponsIt’s not about offering a generic 10%discount, but presenting an offer that ties tothe program10 Offerpop Confidential
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 rate11 Offerpop Confidential
MAKE SURE YOU’RE MOBILE READYMobile 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 devices12 Offerpop Confidential
SET UP CONVERSION TRACKINGTrack downstream conversions• Page activity, purchases, ROIIdeally with a unified reportingenvironmentExperiment and use lessons learnedto optimize future campaigns13 Offerpop Confidential
AMPLIFY YOUR SALES PROGRAMSSponsored StoriesPage Like• Use to boost fan acquisition (new customers)• Efficient use of budgetPage Post Like• Use to boost engagement• Sponsor stories that contain compelling content14 Offerpop Confidential
THANK YOU! TO GET A COPY OF THIS PRESENTATION, OR LEARN MORE ABOUT OFFERPOP, EMAIL ME AT: firstname.lastname@example.org Follow us @offerpop15 Offerpop Confidential
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