Customer Acquisition Through Social MediaMariana Rodriguez, Account Director marodcar firstname.lastname@example.org Innovation in media beebyclarkmeyler.com
Step 1: Define your acquisition goal• Make a purchase• Social action• Increase cookie pool• Download content• Register/submit info• Coupon/offer redemption• Product trial
Step 1: Define your acquisition goal What constitutes an acquisition? ONLINE OFFLINE Make an ecomm Register/ Make an offline purchase submit info purchase (retail, via phone) Social action Coupon/offer Redemption Visit Your Site (increase cookie Product trial pool) Download content
Step 2: Clearly Outline Your Campaign1. What constitutes an acquisition?2. Who do you want to reach?1. How are you going to get them to take action?
The biggest challenge in social mediacustomer acquisition is putting theright measurement plan in place.
Step 3: Measurement Plan How do you measure offline success? ONLINE OFFLINE Make an ecomm Register/ Make an offline purchase submit info purchase (retail, via phone) Social action Coupon/offer (like, follow) Redemption Visit a store Visit Your Site Product trial Attend an event Download content
Step 3: Measurement Plan Measuring offline success from social media customer acquisition efforts requires a two step process1. Non-acquisition Actions (Intermediate step)• Visits a brick and mortar store• Attends an event• Downloads coupon/offer/content2. Acquisition actions• Makes a purchase• Register/submit info (email, phone #, inquiry form, newsletter sign up, etc)• Coupon/offer redemption• Product tria
#1 most important part of the offlinemeasurement plan:Training and tools given to thosecapturing results on the ground.
Case Study 1: Entertainment RetailerChallengeAn entertainment retailer understood that social mediawas important to their target of moms and teens butthey had a limited presence. They wanted to build brandawareness through social.What is the end goal? Build prospect pool. 10
Case Study 1: Entertainment RetailerSolution: Social Promotion Facebook Social Promotion which encouraged fans to submit user generated videos for multi-tiered prizing a. UGC videos uploaded to YouTube for the promotion increased brand discoverability/awareness b. Public voting encouraged sharing and increased brand awareness c. Celebrity partnership tapped into a new audience base, producing a “halo effect” for the brand d. Facebook ads to promote the event 11
Case Study 1: Entertainment RetailerResults:• Increased Facebook fan base 305%• Qualified, highly active and loyal community through highly targeted Facebook ads and strategic partnership 12
Case Study 1: Entertainment RetailerSeveral months down the road…Activating the community through social media withcoupons, mobile, event announcements, etc to driveboth online and in-store sales. 13
Case Study 1: Entertainment RetailerResults:• Facebook referral eComm sales averaged 21% over the average order value.• In-store event attendance and same-day sales and registrations exceeded expectations and previous event benchmarks. 14
Case Study 2: Premium Beer BrandChallengeWith a limited budget shifted fromtraditional and PR to exclusively socialmedia, a US importer of Belgian beers,needed to raise awareness andencourage trial of PALM Beer, a newlyintroduced premium beer brand in thehighly competitive New York City market.What is the end goal? Product trial. 15
Case Study 2: Premium Beer Brand Product Customer ProductDiscovery/ Retention TrialAwareness (On- & (Offline) (Online) Offline) 16
Case Study 2: Premium Beer BrandProduct Product Trial CustomerDiscovery/ (Offline) RetentionAwareness (On/Offline)(Online)• Facebook and • Facebook Event • Beer Finder Twitter Applications Application presence • Facebook Event (Facebook, iPho established Ads ne, on site)• Foursquare • Love Bus alerts Lists • Influencer• Influencer Invitations Outreach 17
Case Study 2: Premium Beer BrandResults• +45% increase in sales in New York City in 2011 vs. 2010• High engaged advocates on social which has helped the brand expand well beyond the NYC area in 2012• Increased credibility achieved through online mentions by influencers who had attended events/tried product 19