Can Facebook Drive Conversions in Less Than 6 Weeks?
Can Facebook drive conversions in Less than 6 Weeks? <br />Measuring results for A Retail Electricity provider<br />Brian Bierbaum, Priority Integrated Marketing<br />Tony Napolillo, Green Mountain Energy Company<br />Lauren Albright, Green Mountain Energy Company<br />
The Goal<br />Answer the question: <br />What conversions can Facebook drive for a Retail Electricity Provider in less than 6 weeks?<br />2<br />
Priority Integrated Marketing<br /><ul><li> Founded in 1983
Increase Community Size : Offer<br />Not a Fan<br />Fan<br />13<br />
INCREASE COMMUNITY SIZE : VIRAL APP<br />At various points of the campaign the viral app was receiving upwards of 44% of the page’s visitors.<br />14<br />
RESULTS: INCREASE COMMUNITY SIZE<br />22% increase resulting in 376 new fans/likes<br />15<br />
DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM – AD TARGETING<br /><ul><li>Targeted users in our major Texas markets (deregulated territories)
Ages 25+ to reach home owners and apartment dwellers
Left “interests” targeting open</li></ul>16<br />
DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM<br />17<br />
DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM<br />18<br />
Results: Drive New Customer Prospects to GreenMountain.com<br />693 targeted visitors driven to GreenMountain.com<br />No known sales were directly attributed to the advertisements based on tracking codes. <br />However, it is possible that individuals who viewed the advertisements may have revisited the Green Mountain site later to sign up, without the direct click-through from Facebook.<br />19<br />
Major Takeaway<br />People are more likely to act when:<br />-The commitment on their part is small<br /><ul><li>The call-to-action stays within Facebook</li></ul>By focusing our efforts on increasing our fan-base rather than immediate sales, we can build relationships with prospects through multiple touches to eventually convert them to customers.<br />24<br />
Follow The Results<br />The presentation and highlights of the experiment are available for download on Priority Integrated Marketing’s blog.<br />priorityresults.com/blog<br />Brian Bierbaum<br />www.linkedin.com/in/brianbierbaum<br />Twitter: @BrianBierbaum<br />email@example.com<br />952.920.9909<br />Tony Napolillo<br />tonyn@GreenMountain.com<br />512.691.6383<br />Lauren Albright <br />lauren.albright@GreenMountain.com<br />512.691.6126<br />25<br />
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