1. #SEJSummit
#Searchmetrics

2. Free 30-Day Trial
Instant data. Tweak
strategies.
Benchmark
competitors.
“We’ve started using it
in our social division.
Now Searchmetrics is more valuable than ever before.”Sebastian Wenzel, Webanalyticsbook
Use with m
ultiple team
s

3. • Faculty Director at Social Media
Manager Pro
• Training and development for
social media professionals
• Focused on creating effective and
efficient systems and processes
#SEJSummit
#Searchmetrics

4. #SEJSummit
#Searchmetrics
3TAKEAWAYS
Deploy a strategic re-
engagement
campaign to activate
existing fans, and
increase organic
reach.
Leverage lookalike
audience functionality
to find and connect
with new, highly-
targeted fans.
Use transaction-based,
direct response invitations
to create meaningful
connections between your
fans and your brand
beyond social.

5. #SEJSummit
#Searchmetrics
ENTERPRISE CHALLENGES
Social properties are often launched and then abandoned
•Lack of support from Executive Level
•Lack of staff or budget within social team
•Too many platforms to manage - overwhelm
•Lack of expertise in a specific social focus
•Rapid changes in social, leaving social media staff “out of
the loop”

6. #SEJSummit
#Searchmetrics
CASE STUDY
Action Sports Clothing Retail - 600 Stores US & Canada
•90-day focus to boost their Facebook engagement, product and
event marketing
•1.5 million Facebook fans with extremely low engagement
•Small staff unable to keep up with all platforms and changes in
ad management techniques
•Particular interest in studying direct-to-product marketing
campaigns

7. #SEJSummit
#Searchmetrics
BASELINE KPI’S
Baseline KPIs (compared to competitors/similar businesses)

8. #SEJSummit
#Searchmetrics
KNOWNS & GOALS
• Following was over 1.5 million, but not active
• Well-defined customer avatar
• Deep knowledge of competitors, complementary products
We created with them the following three goals to demonstrate the
growth/success with managing their ads and engagement:
• Rise in “page performance” from 3% to 10%
• Rise in “monthly ad value” from $4025 to $10,000
• Rise in “engagement levels” from 0.0% to 0.2%

9. #SEJSummit
#Searchmetrics
3-PRONGED APPROACH
• Audience Re-Engagement
• Audience Growth
• Direct to Product (Invitation) Marketing

11. #SEJSummit
#Searchmetrics
PROVEN POST
• Find a successful past post that is evergreen in nature
• Use this “proven post” and put an ad behind it to show it as a
sponsored story.
• Target existing page likes first
• Create a separate campaign using very specific demographics
collected from your insights (example: skateboarders, male,
age 18-30, also likes other specific related pages)

12. #SEJSummit
#Searchmetrics
EXAMPLE PROVEN POST
WITH ORGANIC TRACTION

13. #SEJSummit
#Searchmetrics
ENGAGEMENT RESULTS
$.01

14. #SEJSummit
#Searchmetrics
RE-ENGAGEMENT RESULTS
• Week 1, as spend of $1500 resulted in:
Page performance = 5% (an increase of 166%)
Monthly Ad Value = $12,233 (an increase of 303%)
Engagement Levels = .08% (40% of initial target)

15. #SEJSummit
#Searchmetrics
UNEXPECTED RESULTS
Even a direct-to-product post can go far beyond an attempt at
generating sales.
There is additional value in the other two approaches:
•Exposure to new fans
•Increases overall page engagement

17. #SEJSummit
#Searchmetrics
CREATE A LOOKALIKE
& CUSTOM AUDIENCES
From “Create an Audience” in either Facebook Ads Manager or Power Editor,
you can create a Lookalike audience to push ads toward.
2 ways to accomplish this:
1) Conversion Pixel - Place a conversion pixel on a page on your website where
users take an action. Facebook will create an audience that most closely match
the users that have fired the conversion pixel.
*If you have 100 people with your conversion pixel, Facebook can find you
about 1,000,000 more that closely match those people.
OR

18. #SEJSummit
#Searchmetrics
LOOKALIKE AUDIENCES
2) Custom Audience by uploading a customer email list, Facebook can
match those email addresses to Facebook profiles and create a
lookalike audience based off your customer list.
• Brand had multiple email lists segmented by purchases
• Importing these lists into Facebook, we had a unique opportunity to
place targeted ads in front of customers we not only knew had
purchased, but we also knew exactly what they purchased.

19. #SEJSummit
#Searchmetrics
LOOKALIKE AUDIENCES
• This very close targeting allowed us to create meaningful connections
between the fans and the brand because our ads could speak directly
to them and their specific relationship with the brand
• Example: Our Team split tested one ad to our Nike buyers and the
same ad to a lookalike audience for our Nike buyers.

20. #SEJSummit
#Searchmetrics
AUDIENCE GROWTH
$.08

22. #SEJSummit
#Searchmetrics
LOSING AD
$14.82

23. #SEJSummit
#Searchmetrics
WINNING AD
$10.75

24. #SEJSummit
#Searchmetrics
MEASURING EACH STEP
OF THE WAY
Our team is crazy about analytics and we consistently test against the new
control, refining as we go. We configure each set as a new campaign to keep
results as clean as possible.
Split test the following variables profusely:
•Image
•Targeting
•Headline
•Copy
Looking for:
Highest click-through rate
Lowest cost-per-action
Relevance Score

25. #SEJSummit
#Searchmetrics
3TAKEAWAYS
Deploy a strategic re-
engagement
campaign to activate
existing fans, and
increase organic
reach.
Leverage lookalike
audience functionality
to find and connect
with new, highly-
targeted fans.
Use transaction-based,
direct response invitations
to create meaningful
connections between your
fans and your brand
beyond social.

26. #SEJSummit
#Searchmetrics
Twitter @katebuckjr
Linkedin in/katebuckjr
Google+ +katebuckjr