Sponsor Luncheon Presentation by ExactTarget

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Acquiring New Customers Through Twitter and Facebook

Social media is an excellent tool for engagement with existing customers and brand awareness, but how do you convert the broader Twitter and Facebook users into customers? Join ExactTarget's Vice President of Social Products Margaret Francis as she dives into the ways successful organizations can and have used social media to build their customer base.

Presenter: Margaret Francis, VP of Product, ExactTarget

Margaret Francis is the Vice President of Social Products at ExactTarget. She is the former VP of Product at Lithium Technologies/Scout Labs, a leading SCRM (social CRM) company focused on customer communities, game theory and social listening and analytics. Prior to co-founding Scout Labs, she was the Director of Strategy and Analytics at Razorfish, where she developed marketing and technology strategies for Fortune 500 companies. Her customers and clients include companies such as Netflix, Coca-Cola, Visa, United Airlines, Nike, Apple, Citibank and Disney. She is a frequent speaker on the topic of social media management and metrics and their integration into marketing strategy and program measurement. Margaret is a graduate of Yale University and SFAI.

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  • This slide will remain largely unchanged. Removed the “spend” row, and added new title.
  • Sponsor Luncheon Presentation by ExactTarget

    1. 1. Six Social Things Margaret Francis VP Social Products @margaretfrancis
    2. 2. Don’t be bipolar
    3. 3. People and Products
    4. 4. Facebook: Easy for People, Hard for Brands
    5. 5. It’s your customer (not Facebook’s)
    6. 6. Email Signups are an absolute best practice
    7. 7. Compelling reasons to sign up and share
    8. 8. Promote your other social channels- including your website
    9. 9. Leverage organic conversations
    10. 10. Promotions are always in style
    11. 11. Let social be social
    12. 12. Be relevant- and appropriate
    13. 13. Let customers engage with you
    14. 14. They will, every place they can. Use it!
    15. 15. Solicit: User generated contests are still popular
    16. 16. Experiment with new interactive ad units
    17. 17. Every campaign a cross-channel campaign
    18. 18. Case Study: eBags Sweepstakes • Promoted “Bag an iPad” sweepstakes on Facebook, offering participants a chance to win a new iPad, a backpack, and a $1000 Visa gift card • Created a series of Facebook ads targeting an audience that matched their current email subscribers demographic, and directed viewers to a tab on their Facebook page devoted to the promotion • Promoted the sweepstakes on their primary website
    19. 19. Case Study: eBags Sweepstakes
    20. 20. Case Study: eBags Sweepstakes • Invited users to become fans to participate in the “Bag an iPad” promotion • Used email capture on Facebook for ongoing participation with entrants • After entering, participants were directed to a thank you page with a “Shop Now” button, and also received a follow up email
    21. 21. Case Study: eBags Sweepstakes
    22. 22. Case Study: eBags Sweepstakes • By the end of the 30 day campaign, eBags had: • Increased Likes on their Facebook page by 46,000 • Increased subscribers to their email list by 28,000 • Generated $7000 in direct sales from the link on the thank you page • With a value of $15/subscriber, estimated a value of $420K (over 1000% ROI) on this single campaign
    23. 23. Test, measure, repeat
    24. 24. Targeting = Relevance
    25. 25. Use targeting options on tabs
    26. 26. Use targeting options on tabs
    27. 27. Use targeting options in paid advertising USE YOUR OWN DATA to define an audience. Ex: Bought >1 month ago + Spends >$100 per purchase + female HASH LIST & upload to Facebook Power Editor CREATE A LIST of relevant customer identifiers: • Email address • Mobile number • Facebook UID BUY DISPLAY MEDIA against uploaded list or lookalike list MEASURE Analyze, optimize & repeat 1 2 3 4 5 Facebook Custom Audiences
    28. 28. Facebook Custom Audiences & Lookalikes Activate or Reactivate Acquire
    29. 29. Acquisition Acquire new email subscribers Activation Drive engagement and conversions from current email subscribers Reactivation Reactivate unengaged or bounced subscribers Sample Custom Audiences Campaigns A proven cross-channel approach to acquisition, engagement and reactivation.
    30. 30. Acquisition Activation Reactivation Sample Audience Definitions Lookalikes of engaged subscribers Lookalikes of high value customers Subscribers with an open/click within N days Subscribers with no open/click in N days Subscribers in hard bounce / held status Subscribe Transact Engage Reengage Recover Engaged subscribers using mobile devices Mobile Adoption
    31. 31. Case Study: Facebook Custom Audiences • Activation test drove nearly 3X checkout volume of paid search with 16% of spend • Strongest CTR: Standard ad against hard-bounced segment (5X average) • Drove additional 68% reduction in email acquisition CPA through optimization Acquisition Activation Cost per checkout Cost per registration Cost per checkout Reactivation Cost per checkout Subscribe Transact Engage Reengage
    32. 32. Up Next: Twitter Lead Gen Cards, email and cookie based ad targeting
    33. 33. Measure customer impact from the customer perspective
    34. 34. Cross Channel Behavior: Higher email Engagement Cole-Haan Case Study
    35. 35. Cross Channel Behavior: Likelihood to Purchase Cole-Haan Case Study
    36. 36. Cross Channel Behavior: LTV Cole-Haan Case Study
    37. 37. thank you! @margaretfrancis

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