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Major Online Retailer Drives Social ROI with Paid and Owned Media


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Learn how a major online retailer uses Shoutlet and Kenshoo to drive social media ROI.

Learn how a major online retailer uses Shoutlet and Kenshoo to drive social media ROI.

Published in: Social Media

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  • 1. MAJOR ONLINE RETAILER DRIVES SOCIAL ROI WITH PAID AND OWNED MEDIA RETAILER PARTNERS WITH SHOUTLET AND KENSHOO SOCIAL TO MEASURE, ATTRIBUTE, AND AMPLIFY SOCIAL MEDIA CAMPAIGNS GOAL PROVE IMPACT OF OWNED MEDIA ON FACEBOOK With 400,000 Facebook fans, the online company developed a sophisticated social media advertising strategy to further drive sales on its website. With its growing Facebook presence and social advertising strategy, the retailer team saw an opportunity to break down the silos between its owned and paid media. The company turned to Shoutlet and Kenshoo Social to better understand the impact of its owned media social marketing initiatives on Facebook and use this information to optimize both its owned and paid social media marketing programs. CAMPAIGN SOCIAL PRODUCT CAMPAIGN For two months, the retailer posted owned and paid media 5 to 6 times per day on its Facebook brand page, promoting items for sale on their e-commerce site. By leveraging Revenue per Post (RPP) and Revenue per Click (RPC) metrics — owned media metrics newly defined by Kenshoo Social — the retailer social content managers were able to identify the highest revenue-generating page posts. Equipped with these valuable insights, the team began to tailor subsequent posts towards revenue goals. Additionally, retailer paid social media buyers were able to selectively amplify posts based on conversion and revenue data, rather than relying simply on engagement metrics such as likes and shares, which do not necessarily correlate to sales. The conversion attribution solution from Kenshoo Social and Shoutlet allowed our team to create and amplify synergies between our paid and owned social media strategies. Through integrated reporting, we gained a holistic view of our customer throughout the path to purchase, which has enabled us to better understand the impact of our investments. Employee A leading online retailer Shoutlet, Inc. 2013 • v13.01 • •
  • 2. RESULTS SAMPLE RETAILER CONVERTING OWNED MEDIA POST* 34X RETURN ON INVESTMENT 3.5% UNIQUE CLICK-THROUGH RATE (CTR) 3.4% CONVERSION RATE (CVR) During the campaign, the retailer generated approximately 85,000 high quality visits to its website, resulting in significant sales and revenue that previously would not have been attributed to its owned media initiatives. Of these visits, the retailer achieved an Average Order Value (AOV) on par with its paid search and social marketing programs and an average conversion rate of 1.75 percent, with conversion rates on some of its most successful posts exceeding 10 percent. For the duration of the test, 42 percent of the retailer’s posts resulted in sales and revenue. Amplifying high performing posts as desktop and mobile news feed Page Post Ads resulted in a 5 times revenue lift and significant ROI, with Page Post Photo Ads tending to generate the highest overall revenue. HOW SHOUTLET AND KENSHOO SOCIAL HELPED Using the social media attribution solution from Shoutlet and Kenshoo Social, the retailer was able to measure and attribute conversions and revenue to owned media posts on its brand page. Moreover, the team gained valuable insights into the posts that drove the most online purchases and used this information to identify the best posts to amplify via desktop and mobile Page Post Ads to extend reach and sales to non-fans. With Shoutlet and Kenshoo Social, the retailer was able to effectively measure revenue and conversions attributable to its owned media activity and then use the owned media metrics, like RPP and RPC, to align its owned and paid initiatives to drive additional sales and revenue using paid ads. As a result, the team was able to more effectively allocate its owned and paid social media marketing resources based purely on bottom-line revenue generation. Together, Shoutlet and Kenshoo Social provided a solution for holistic social media campaign management, conversion attribution, and optimization. ABOUT SHOUTLET, INC. Shoutlet is a leading independent enterprise-class cloud-based social marketing platform that enables marketers to publish, engage, and measure social marketing campaigns and activities on social media platforms such as Facebook, Twitter, LinkedIn, Foursquare, and YouTube. Its industry-leading, enterprise class functionality includes tools for social CRM, creative design, social listening, ads, workflow management, contest design and execution, and top-notch analytics for easy integration with the industry’s leading web analytics tools from Google Analytics, IBM Digital Analytics, Omniture, and Webtrends. Shoutlet’s SaaS-based model gives customers the control and flexibility they want and need, and is rooted in a strategic partnership that provides the necessary resources and counsel to execute successful social campaigns. * etrics represent actual performance results for a sample page post M and do not represent average performance across the entire campaign. Shoutlet, Inc. 2013 • v13.01 • •