As I shared, we’ve spent many years creating social stores, tab apps and social microsites and hoping that people would engage beyond the post. While we’ve learned a lot about what works and what doesn’t, nothing has been important than how important (and effective) marketing in social streams can be.This is some data from Facebook,The volume (inventory) of posts in the news feed is immense – 115B dailyBrand posts are 16x more likely to be clicked and 10X more likely to generate a Like, Share or Comment than right rail adsAnd on mobile, where there’s no banner or right rail advertising, performance is astoundingly highLastly, when post include rich media they are even more effective THIS IS EVEN MORE TRUE WITH THE LATEST NEWS FEED UPDATES
Transcript of "What Converts In The Facebook News Feed - Justin Kistner (Social Fresh WEST 2013)"
Beyond The Click:
New Research On What
Converts In The News Feed
819M Facebook MAUs
Facebook users +25M per quarter
Twitter monthly active users
is from mobile
Source: ShopIgniter aggregate data. Facebook Q2 2013 earnings. Twitter
data from Strategy Analytcs
It’s a mobile first world
Over half of our campaign engagement is from mobile
Social Marketing 2.0
Yes, Social Marketing has evolved again
Social Marketing 1.0
• Right-Hand Rail
• Centralized on the fan page
• Tab apps
Social Marketing 2.0
• News Feed
• Decentralized in the feed
• Social Optimized Landing Pages
• They are optimized
for native mobile
apps and desktop
– HTML 5
– Fast loading
• Native integrations
– Conversion Spec
– Open Graph
• Integrated analytics
– Built-in analytics
– Combined views
of platform and
landing page data
native posts for
ads, posts, and
Spectrum of marketing outcomes
• Event Buzz
• Social Feeds (Ig, Tw, Yt)
• Customer Stories
• Video Carousel
• Single Product Explorer
• Collection Explorer
• Shoppable Video
+ Purchase Intent
• Form Capture
• Pre Order
• Wish List/Cart
Social Optimized Landing Pages
Averages from ShopIgniter campaigns
• Link Open Rate: 0.3% (not the same as CTR)
• Consideration Rate: 193%
• Conversion Rate: 4.4%
• Mobile Share of Engagement: 51.4%
Sell Pay-Per-View Event
Promote the PPV fight May Day. Drive video views to
create interest. Convert people by sending them to the
Comcast buy flow.
• Use 4 rich media posts to deliver a 3 video
carousel and deep link into the Comcast buy flow.
• Leverage Facebook ads to scale up reach.*
Promote the TreadClimber. Create demand by driving
views of their TV commercials. Then, convert people
by driving people to click for more info.
• Use rich media posts to deliver three, 30 second
video spots and allow people to share or get more
• No discount, prize, or special offer.
• Leverage Facebook ads to scale up reach ($15K
Oblivion movie premier
Promote the launch of the Oblivion movie. Create
demand by driving video views of the trailer and behind
the scenes footage. Then, convert people by driving
people to get showtimes and tickets.
• Use 3 rich media posts to deliver a five video
carousel and capture the zip code to deep link the
user into the Fandango buy flow.
• Leverage Facebook ads to scale up reach.
Launch of Boston station
Promote the launch of the Boston station for
Bloomberg Radio. Drive registrations for a
sweepstakes to collect emails for email remarketing.
• Use 2 rich media posts to deliver a contest
• Leverage Facebook ads to target people in their
target market, which was people in the Boston
area with an interest in finance.*
*Randomly selected contest winner was a banker living in Boston
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