Offerpop Best Practices for Driving Ecommerce from Facebook

1,950 views

Published on

Nick Caughel from Offerpop explores best practices from case studies including Sole Society, New York Times & Maple Leaf foods.

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,950
On SlideShare
0
From Embeds
0
Number of Embeds
751
Actions
Shares
0
Downloads
11
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Offerpop Best Practices for Driving Ecommerce from Facebook

  1. 1. Best Practices for Driving E-Commerce fromFacebookNick CaughelLead Strategist, Social Media MarketingJune 13, 2012 @offerpop #ecommerce
  2. 2. AGENDACONTENT AND YOUR BUSINESSYOUR ECOMMERCE APPROACHSTRATEGIZE THE WAY YOU SHAREOPTIMIZE PERFOMANCE2 Offerpop Confidential
  3. 3. IT ALL STARTS WITH CONTENTDriving Ecommerce fromFacebook is simpleIt’s about engaging fans aroundcompelling contentYou want what you’re selling to besomething people talk about3 Offerpop Confidential
  4. 4. VISUALLY ENGAGING4 Offerpop Confidential
  5. 5. INTERESTING OFFERS5 Offerpop Confidential
  6. 6. HOW TO SPARK ENGAGEMENTFacilitate SharingPeople share to express who they areIncorporate Like, Comment, and Sharefunctions with links back to your wall postsand contentEncourage social actions in your copyQuick tip:Content that is positive, informative,surprising, or interesting is shared moreoften that content that is not6 Offerpop Confidential
  7. 7. ENGAGEMENT DRIVES REACHWhat’s the benefit of reach?“We are influenced by people up to three degrees away from us”“Our friends’ friends’ friends”7 Offerpop Confidential
  8. 8. AUGMENT ENGAGEMENT WITH YOUR TIMELINE Pin status updates about your promotion • Pin your post to the top of your Timeline • It will remain pinned for 7 days Highlight the post to double its width so it takes up the whole page Move campaign Tile into position 4 or higher Update cover photo8 Offerpop Confidential
  9. 9. USING PRODUCTS TO DRIVE PURCHASEAllow fans to browse highly visual productimagesProducts should link directly to theircorresponding product page on yourwebsiteSole Society’s click-through rate was10.7% using Lookbook(Facebook avg is 2%)Quick tip:Use a lightweight call to action that isn’tpurchase orientedExample: “learn more” or “check it out”9 Offerpop Confidential
  10. 10. USING OFFERS TO DRIVE PURCHASE: ONLINE 77kidsCreate social campaigns around yourdeals, offers, and coupons77kids ran an Exclusive campaign withmany different offer types, including uniquepromo codes and barcoded couponsIt’s not about offering a generic 10%discount, but presenting an offer that ties tothe program10 Offerpop Confidential
  11. 11. USING OFFERS TO DRIVE PURCHASE: IN-STORE MapleLeaf MapleLeaf ran a Tug of War campaign encouraging fans to vote for their favorite recipe Very low barrier to entry 20% conversion rate Close to 5,000 coupons issued11 Offerpop Confidential
  12. 12. MAKE SURE YOU’RE MOBILE READYMobile participation is growing rapidly – you could be missing out 54% of Facebook traffic comes from mobile Make sure your campaigns look good on a mobile device Easy way for customers to redeem offers About 160 million Facebook users use their phones to access Facebook more often than other devices12 Offerpop Confidential
  13. 13. SETUP CONVERSION TRACKINGTrack downstream conversions• Page activity, purchases, ROIIdeally with a unified reportingenvironmentExperiment and use lessons learnedto optimize future campaigns13 Offerpop Confidential
  14. 14. AMPLIFY YOUR SALES PROGRAMSPage Like• Use to boost fan acquisition (new customers)• Efficient use of budgetPage Post Like• Use to boost engagement• Sponsor stories that contain compelling content14 Offerpop Confidential
  15. 15. THANK YOU! TO GET A COPY OF THIS PRESENTATION, OR LEARN MORE ABOUT OFFERPOP, EMAIL ME AT: nick@offerpop.com Follow us @offerpop15 Offerpop Confidential

×