Can Facebook Drive Conversions in Less Than 6 Weeks?

Can Facebook drive conversions in Less than 6 Weeks?
Measuring results for A Retail Electricity provider
Brian Bierbaum, Priority Integrated Marketing
Tony Napolillo, Green Mountain Energy Company
Lauren Albright, Green Mountain Energy Company

The Goal
Answer the question:
What conversions can Facebook drive for a Retail Electricity Provider in less than 6 weeks?
2

Priority Integrated Marketing
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
98% customer service approval rating in recent client survey
97% of clients would recommend us to a colleague
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Green Mountain Energy Company
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, New York, New Jersey, and Oregon
Largest market is Texas (deregulated)
First in Texas to sell 100% pollution-free electricity
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Facebook Presence
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CONTENT STRATEGY
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
Never delete content unless offensive or spam
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Social Media Strategy
Overview of what GM has done to date to give some background on where we started with the test.
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Fan Growth – Slow But Steady
Strategy – let fan base grow organically to ensure positive interactions from “true” fans
Started with employee fans
After 6 months of testing, promoted to customers via:
Welcome kits
Customer newsletters
Links on corporate website
Tree planting promotion for Earth Month (April ‘10)
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THE EXPERIMENT
Increase the Fan/Like base of the Green Mountain Energy Company Page
Drive prospective new customers to greenmountain.com to learn more and sign up
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THE EXPERIMENT
Facebook Ad
Fans and prospects see offer and viral messaging
Ad drives to Facebook page
Conversion
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INCREASE COMMUNITY SIZE : AD
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Screenshot with tab highlighted
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Increase Community Size : Offer
Not a Fan
Fan
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INCREASE COMMUNITY SIZE : VIRAL APP
At various points of the campaign the viral app was receiving upwards of 44% of the page’s visitors.
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RESULTS: INCREASE COMMUNITY SIZE
22% increase resulting in 376 new fans/likes
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DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM – AD TARGETING
Targeted users in our major Texas markets (deregulated territories)
Ages 25+ to reach home owners and apartment dwellers
Left “interests” targeting open
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DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM
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DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM
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Results: Drive New Customer Prospects to GreenMountain.com
693 targeted visitors driven to GreenMountain.com
No known sales were directly attributed to the advertisements based on tracking codes.
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.
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Resources
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Lesson Learned – Community Growth
Facebook ads can work to help increase fan base/likes
Keep the call to action simple and easily understood
Test different offers/incentives for taking action
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Lesson Learned – Ad best Practices
Be direct and avoid marketing jargon
Keep the ads fresh
Rotate your tab landing page
Avoid using your logo
Try Facebook Ads for Pages
Test different bid amounts
Be true to your brand
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Lesson Learned – Smaller Commitments
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Major Takeaway
People are more likely to act when:
-The commitment on their part is small
The call-to-action stays within Facebook
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.
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Follow The Results
The presentation and highlights of the experiment are available for download on Priority Integrated Marketing’s blog.
priorityresults.com/blog
Brian Bierbaum
www.linkedin.com/in/brianbierbaum
Twitter: @BrianBierbaum
bbierbaum@priorityresults.com
952.920.9909
Tony Napolillo
tonyn@GreenMountain.com
512.691.6383
Lauren Albright
lauren.albright@GreenMountain.com
512.691.6126
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Can Facebook Drive Conversions in Less Than 6 Weeks?

by Priority Integrated Marketing on Aug 19, 2010

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Can Facebook Drive Conversions in Less Than 6 Weeks? — Presentation Transcript