Can Facebook drive conversions in Less than 6 Weeks? <br />Measuring results for A Retail Electricity provider<br />Brian ...
The Goal<br />Answer the question: <br />What conversions can Facebook drive for a Retail Electricity Provider in less tha...
Priority Integrated Marketing<br /><ul><li> Founded in 1983
 Staff of 40+
 Work nationwide with more than 300 clients
 Integrating traditional and online marketing is our specialty
 Multi-channel content experts
 60 awards in last two years
 Print, email, SEO and content marketing leaders</li></ul>98% customer service approval rating in recent client survey<br ...
Green Mountain Energy Company<br /><ul><li>Mission: Use the power of consumer choice to change the way power is made
Nation’s leading competitive retail provider of cleaner energy and carbon offset solutions
Founded in 1997 in Vermont
Provides cleaner energy to residential and commercial customers in regulated and deregulated territories such as Texas, Ne...
Largest market is Texas (deregulated)</li></ul>First in Texas to sell 100% pollution-free electricity<br />4<br />
Facebook Presence<br />5<br />
CONTENT STRATEGY<br /><ul><li>Content Topics:
 Eco-tips
 Energy-efficiency tips
 Customer benefits
 Industry news
 Event photos
 Limited company-focused stories
 Limit postings to 2-3 times per week to prevent oversaturation
Transparency is key
 Publicly address any negative sentiments and treat Facebook as open forum for discussion
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Can Facebook Drive Conversions in Less Than 6 Weeks?

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  • Can Facebook Drive Conversions in Less Than 6 Weeks?

    1. 1. 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 />
    2. 2. 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 />
    3. 3. Priority Integrated Marketing<br /><ul><li> Founded in 1983
    4. 4. Staff of 40+
    5. 5. Work nationwide with more than 300 clients
    6. 6. Integrating traditional and online marketing is our specialty
    7. 7. Multi-channel content experts
    8. 8. 60 awards in last two years
    9. 9. Print, email, SEO and content marketing leaders</li></ul>98% customer service approval rating in recent client survey<br />97% of clients would recommend us to a colleague<br />3<br />
    10. 10. Green Mountain Energy Company<br /><ul><li>Mission: Use the power of consumer choice to change the way power is made
    11. 11. Nation’s leading competitive retail provider of cleaner energy and carbon offset solutions
    12. 12. Founded in 1997 in Vermont
    13. 13. Provides cleaner energy to residential and commercial customers in regulated and deregulated territories such as Texas, New York, New Jersey, and Oregon
    14. 14. Largest market is Texas (deregulated)</li></ul>First in Texas to sell 100% pollution-free electricity<br />4<br />
    15. 15. Facebook Presence<br />5<br />
    16. 16. CONTENT STRATEGY<br /><ul><li>Content Topics:
    17. 17. Eco-tips
    18. 18. Energy-efficiency tips
    19. 19. Customer benefits
    20. 20. Industry news
    21. 21. Event photos
    22. 22. Limited company-focused stories
    23. 23. Limit postings to 2-3 times per week to prevent oversaturation
    24. 24. Transparency is key
    25. 25. Publicly address any negative sentiments and treat Facebook as open forum for discussion
    26. 26. Never delete content unless offensive or spam</li></ul>6<br />
    27. 27. Social Media Strategy<br />Overview of what GM has done to date to give some background on where we started with the test.<br />7<br />
    28. 28. Fan Growth – Slow But Steady<br /><ul><li>Strategy – let fan base grow organically to ensure positive interactions from “true” fans
    29. 29. Started with employee fans
    30. 30. After 6 months of testing, promoted to customers via:
    31. 31. Welcome kits
    32. 32. Customer newsletters
    33. 33. Links on corporate website
    34. 34. Tree planting promotion for Earth Month (April ‘10)</li></ul>8<br />
    35. 35. THE EXPERIMENT<br />Increase the Fan/Like base of the Green Mountain Energy Company Page<br />Drive prospective new customers to greenmountain.com to learn more and sign up<br />9<br />
    36. 36. THE EXPERIMENT<br />Facebook Ad<br />Fans and prospects see offer and viral messaging<br />Ad drives to Facebook page<br />Conversion<br />10<br />
    37. 37. INCREASE COMMUNITY SIZE : AD<br />11<br />
    38. 38. Screenshot with tab highlighted<br />12<br />
    39. 39. Increase Community Size : Offer<br />Not a Fan<br />Fan<br />13<br />
    40. 40. 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 />
    41. 41. RESULTS: INCREASE COMMUNITY SIZE<br />22% increase resulting in 376 new fans/likes<br />15<br />
    42. 42. DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM – AD TARGETING<br /><ul><li>Targeted users in our major Texas markets (deregulated territories)
    43. 43. Ages 25+ to reach home owners and apartment dwellers
    44. 44. Left “interests” targeting open</li></ul>16<br />
    45. 45. DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM<br />17<br />
    46. 46. DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM<br />18<br />
    47. 47. 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 />
    48. 48. Resources<br />20<br />
    49. 49. Lesson Learned – Community Growth <br /><ul><li>Facebook ads can work to help increase fan base/likes
    50. 50. Keep the call to action simple and easily understood
    51. 51. Test different offers/incentives for taking action</li></ul>21<br />
    52. 52. Lesson Learned – Ad best Practices<br /><ul><li> Be direct and avoid marketing jargon
    53. 53. Keep the ads fresh
    54. 54. Rotate your tab landing page
    55. 55. Avoid using your logo
    56. 56. Try Facebook Ads for Pages
    57. 57. Test different bid amounts
    58. 58. Be true to your brand</li></ul>22<br />
    59. 59. Lesson Learned – Smaller Commitments<br />23<br />
    60. 60. 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 />
    61. 61. 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 />bbierbaum@priorityresults.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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