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Offerpop Best Practices for Driving Ecommerce from Facebook
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Offerpop Best Practices for Driving Ecommerce from Facebook

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

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

Published in Technology , Business
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  • 1. Best Practices for Driving E-Commerce fromFacebookNick CaughelLead Strategist, Social Media MarketingJune 13, 2012 @offerpop #ecommerce
  • 2. AGENDACONTENT AND YOUR BUSINESSYOUR ECOMMERCE APPROACHSTRATEGIZE THE WAY YOU SHAREOPTIMIZE PERFOMANCE2 Offerpop Confidential
  • 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. VISUALLY ENGAGING4 Offerpop Confidential
  • 5. INTERESTING OFFERS5 Offerpop Confidential
  • 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. 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. 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. 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. 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. 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. 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. SETUP CONVERSION TRACKINGTrack downstream conversions• Page activity, purchases, ROIIdeally with a unified reportingenvironmentExperiment and use lessons learnedto optimize future campaigns13 Offerpop Confidential
  • 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. 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