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Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc
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Facebook Marketing Strategy for Customer Acquisition for Groupon, Snapdeal etc

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A Strategy for Facebook Marketing for optimised Customer Acquisition for Daily Deal/Couponing Website – Groupon, Snapdeal …

A Strategy for Facebook Marketing for optimised Customer Acquisition for Daily Deal/Couponing Website – Groupon, Snapdeal

The Slides explain the detailed process, and the overall strategy to optimise for conversions. Acquiring 1000 customers a day – via Facebook.

This case could be used by online marketers worldwide to optimise their Costs to acquire customers / Lead Generation costs and ensure that the customers acquired are the ones which potentially bring Maximum Revenue to the Business

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  • 1. The Facebook Social Acquistion Acquiring 1000 customers a day – via Facebook- A Strategy for Facebook Marketing for optimised Customer Acquisition for DailyDeal/Couponing Website – Groupon, Snapdeal
  • 2. THE Facebook-user Acquisition Strategy Overview
  • 3. Methodology 1The Facebook-Snap Paid Ad-Purchase Model For effective digital Media campaign, optimise, CQI(campaign quality index), which defines quality of campaign =k* sq((eCPA))*time/ CVQ, where CVQ is customer value quotient defined by (avg.) (number of transactions*avg value per transaction) Lower the CQI, the better the campaign. Eventualy the whole budget be in the inverse ratio of the CQI
  • 4. The Facebook-Snap Paid Ad-Purchase – Set AThe Generalist Campaign – Targeting the general deals/Product Categories Vertical Sub-Vertical Permutation Total Example /Campaigns variants/factors ads Local Deals •Health & Beauty •Geography(5 Cities) •Restaurants •Age(3 sets) 80 •Shopping •Gender(2) •Entertainment •Interests(for eg. Beauty, health etc) •Misc (5 broad) Travel •National Geography(5 Cities, one for the rest •International of India) 15 Age(3 sets) Gender(2) Interests(for eg. Adventure Sports) (3) Products •All Geography(5 Cities and rest of India) •Mobiles Age (3 sets) 150 •Perfumes Gender (M/F) •Mens Apparel Interests(for eg. Shopping, Belts()5 •Womens Apparel broad •Watches •Jewelry •Cosmetics •Bags •Personal Care •Computers •Sunglasses •Toys •Accessories
  • 5. The Facebook-Snap Paid Ad-Purchase – Set BThe Specific Campaign – Targeting the Specific deals with high View to buy ratio(website),avgmargin choose 200 such products and make permutations according to factors defined earlier.Make 350 campaigns through these Product/ Impre Buys Buy to Avg. Margin Product Campaign Ray ban and Gold gym seem Deal/Ca ssions View*100 qualification like one of the best campaigns mpaign (=Buy to View to be advertised here. ratio*avg margin), Orka Bean 300 4 50 bag 1.333333 66.66665 Big Chill 225 7 50 Restaurant 3.111111 155.5556 Gold Gym 900 15 300 1.666667 500.0001 Ray Ban 1500 59 150 sunglasses 3.933333 590 Malaysia 2150 15 500 Travel 0.697674 348.837 Note :: The examples above are just random samples and the impressions, Buys are hypothetical just for demonstration purposes. Higher the (Buy to View ratio*avg margin), the better the product stats or the product qualification,
  • 6. Set 1 +2 A/B test SamplesCase Campaign 1 :: Target men near valentines, age group 25-30, in relationship/married exclusive shoppingdeals in the city with interests in retails shopping to gift to spouseCase Campaign 2 :: Target women in metros during summer, age group 27-40, in relationship/married togive them a deal International travel around the new yearCase Campaign 3 :: Target all on the mothers day and ask them to gift a specific item like Tanishq WatchesCoupen card Note :: for all the campaigns, its important to assign the initial budget to $ 100, which would be enough to record the effectiveness of the campaign
  • 7. Deep View Campaign Selection Campaign CPC eCPA Time to CVQ CQI consume budget(d ays) Campaign A •.15 4.2 10 400 0.441 Campaign B •.18 8 6 500 0.768 The best campaign is because Campaign C .20 5.5 5 2500 of lowest CQI. The overall budget is distributed in the ratios of .441:.0605:.768 0.0605Note :: The figures like CPC, eCPA is in dollars. Accordingly the customer value quotient is calculated in rupees. The lower theCQI(campaign quality index), the better the campaign
  • 8. Looking Ahead – Methodology 1•The ultimate Purpose is to acquire 1000 high CQI customers. We define CQI as number ofshopping in a 4 month period*avg value of transaction as frequent customer plays an important role•Out 600 Campaigns, after 40 day period, we would shortlist 100 high performancecampaigns Running on budgets in inverse proportion of CQI’s and around 20 flexiblecampaigns to accommodate special occasions, new experiments etc.•An average of .20$ CPC and 15$eCPA, it would take 15000$ to acquire 1000 fans a day
  • 9. Methodology 2 – FB Snap Social buyerMethod 2 : . Facebook Snap-social shopping (Checkout-Fb wall) On every successful transaction made by a user, He would be asked to post it on his facebook wall, in return for Snapcash Earning snapcash is a function of the value of item bought by the customer*the Social Graph Post on you Facebook wall to of the customer earn upto Rs 50 in snapcash When Friends see me buying, they have a probability of buying it too
  • 10. Methodology 3 – FB Snap RewarderCase Campaign :: Target people with Birthdays within a week and makethem Snap-customers by giving away snapacash on birthday Clicking this ad would initiate a snapdeal facebook app which would ask for his email ID and phone number and automatically credit cash into his accountCase Campaign :: Target recently moved people(shifted from another city),the ones actively interested in shopping. Clicking this let them explore recent deals in the city also giving them one time snapcash. Only recently moved people in cities are targeting in this method
  • 11. Definition GlossaryeCPA = effective cost to acquire a customer(here the cost to make him purchase once)CVQ = Defines as the customer value quotient(avg.)(number of transactions*avg value pertransaction). CVQ is the quality of the Customer acquired for a deal site like snapdeal.An equal priority is given t the number of purchases in a 4 Month period to theaverage size of those transactions to compute this.CQI = CQI(campaign quality index), which defines quality of campaign =k*(sq (eCPA))*time/CVQBuy to View Ratio = On snapdeal’s website, the products deals which have high purchasesper impressions got.Product qualification = (Buy to View ratio*avg margin) This determines the most profitableProducts which would generate maximum money per dollar spent.
  • 12. @MeMail : s@getmyform.inCall : +91-9818070682

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