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3 Unique Ways Your Brand Can Win On Paid Social In 2019

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Shopify and Common Thread Collective joined forces to host an exclusive event around the topic of Facebook Ads as it relates to your E-Commerce business at Shopify's flagship space in Los Angeles.

Specifically, we breakdown three relevant brand case studies where Facebook advertising is being leveraged in unique and untraditional ways to successfully scale e-commerce businesses in 2019.

Featuring the team from Common Thread:
Taylor Holiday - Managing Partner
Andrew Faris - VP of 4x400
Nick Shackelford - Director of Strategy
Savannah Sanchez - Digital Marketing Manager

Named one of Glassdoor's Best Places To Work, Common Thread Collective is an online sales agency that focuses on the entirety of the e-commerce experience and has managed more than $100 million in Facebook advertising, delivering over $250 million in client revenue in 2018.

Published in: Marketing
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3 Unique Ways Your Brand Can Win On Paid Social In 2019

  1. 1. 1 TUESDAY, JUNE 18TH 3 UNIQUE WAYS YOUR BRAND CAN WIN WITH PAID SOCIAL IN 2019 SHOPIFY • LOS ANGELES
  2. 2. love wellnessMACH INE LEARN ING IN ACT ION SAVAN NAH SANCHEZ @SOCIAL_SAVANNAH
  3. 3. who am I? MBA WITH EM PHASIS IN MARKETI NG ANALY T IC S BUYE R F OR AG E NCY ’S BIGG ES T BRAN DS RE CE NTLY PUBLI SHE D AD BUYING METHODOLOGY ON SUMO
  4. 4. FACEBOOK IS 
 SMARTER THAN ME
  5. 5. SimplicityS PEAK CLE ARLY & CONCISE LY LI TE R ALLY & VISUALLY
  6. 6. let facebook do the heavy lifting WHO: F IN DING A HIG H CONVE R T I NG AUDIE NCE WHE RE: CHOOSING T HE BE S T PL ACEME NT WHE N : DE CIDING WHAT T I M E TO S HOW ADS / FREQUE NCY
  7. 7. focus on the why*WHY WOULD SOM EONE BU Y ?
  8. 8. job function #1 HYPOTHES IS TES TING & E S TABL IS HING S TATIS TICAL SIGN IFIC ANCE
  9. 9. • F EM INI NE HE ALTH PRODU CT S + VITAM IN S • HOW WE REACHE D A 4X ROAS love wellness
  10. 10. CAROUSE L PR Q UOTE VIDEO IG S TORY INTE RVIEW
  11. 11. CAROUSE L PR Q UOTE VIDEO IG S TORY INTE RVIEW
  12. 12. PR QUOTE VI DEO#1 PR Q UOTE VIDEO#2 PR QUOTE VIDEO#3
  13. 13. PR QUOTE VI DEO#1 PR Q UOTE VIDEO#2 PR QUOTE VIDEO#3
  14. 14. PR Q UOTE VIDEO#1 PR QUOTE VIDEO#2
  15. 15. PR Q UOTE VIDEO#1 PR QUOTE VIDEO#2
  16. 16. PR QUOTE VI DEO#1 PR Q UOTE VIDEO#2 PR QUOTE S TILL #3
  17. 17. PR QUOTE VI DEO#1 PR Q UOTE VIDEO#2 PR QUOTE S TILL #3
  18. 18. PR QUOTE S TILL #3 PR QUOTE S TILL #4PR Q UOTE S TILL # 2PR QUOTE S TIL L # 1
  19. 19. PR QUOTE S TILL #3 PR QUOTE S TILL #4PR Q UOTE S TILL # 2PR QUOTE S TIL L # 1
  20. 20. PR QUOTE S TILL #2PR Q UOTE S TILL # 1
  21. 21. PR QUOTE S TILL #2PR Q UOTE S TILL # 1
  22. 22. job function #2 MARKE TING MESSAGING. PE RIOD.
  23. 23. guess the best audience? Natural + Organic Products Interest “The Hills” Interest Females 18-24 + Fashion Kotex Interest Soulcycle Interest 1%LL Purchasers 5%LL Purchasers Cosmopolitan Interest Kim Kardashian Fans
  24. 24. Trick Question! FEMALE
  25. 25. key takeaways UT ILIZ E POWE R 5 AUTOMAT ION THRO UGH DYNAMIC CREATIVE TES TING TIME F O CUSE D ON HYPOTHES IS TES TING + MARKETING ME SSAG ING SAVANNAH SANCHEZ @S OCIAL_SAVANNAH
  26. 26. Micro to macroHOW INF LUE NCE RS WORK IN 2 019 NICK SHACKE LFORD @IAM NICKSHACKE LFORD
  27. 27. 2015 2016 2017 2018 2019
  28. 28. Influencers in 2019
 The Micro to Macro Approach
  29. 29. CRE ATIVE MAKES A REAL DIFFE RE NCE 11x FASTEST GROWING ADVERTISERS CREATED MORE CREATIVE ASSETS (45 VS 4) ROAS ALSO VARIES DEPENDING ON The average difference between top and bottom performing creative is 8x. CREATIVE QUALITY. Difference
  30. 30. Content that wins today NAT IVE TO PL AT FORM CON SUME R ALIGN E D THUMB S TOPPI NG
  31. 31. “THE TWO GREATEST INFLUENCES ON PURCHASE DECISIONS ARE PRICE AND A RECOMMENDATION FROM SOMEBODY YOU TRUST” FB & I NS TAGR AM ARE HU MAN NET WORKS. THEY WORK BES T WHE N PEOPLE ARE SPEAKING TO PEOPLE
  32. 32. $100k 1.5% MICRO INFLU E NCE R: 1 - $1,000 Reach: 50k 10 Micro’s Spend: ~$10,000 Reach: 500k Total Content Received: 10 MACRO IN FLU E NCE R: 1 - $100,000 Reach: 1m 1 Macro Cost: ~$100,000 Reach: 1m Total Content: 1-3 max Why Micro?
  33. 33. $100k 1.5% Wide Approach Using Many Micros across diverse but relative sub-niches Measure & identify top performers Engage top performers to amplify stage in campaign execution Source larger tier look-a-like of top performers 1st 2nd 3rd 4th Micro to macro
  34. 34. #1 Launch S TE P 1 Identify A Large Set (10-20) Micro Influencers That Present Brand Qualities And Have A Highly Engaged Following S TE P 2 Provide Each Influencer With Specific Product, Talking Points and A Unique Trackable Link S TE P 3 Each Influencer Posts An IG Story Testimonial With A Swipe Up CTA We follow a process that we have developed of qualifying “high performing” influencers that are great “salespeople” more than they are just access to additional distribution
  35. 35. Once all of the influencers have posted we analyze the outcome both quantitatively by looking at swipe up rate and purchases and qualitatively to determine who created the most on brand content. #2 Analyze
  36. 36. Once we have identified the top performers we will reach back out to them to for a partnership that delivers three things: 1. Page access to run paid campaigns through their account 2. Access to their audiences 3. Two additional pieces of content a (longer form testimonial for prospecting and an asset for re-marketing) #3 scale what works
  37. 37. Part of the value of access influencer pages is that you can pull in their audiences to target with their promoted ads as well as your own. During this campaign we will run paid programs to their core audiences as well as the top performing audiences from your account. Audiences
  38. 38. S TE P 1 Each influencer = isolated product funnel S TE P 2 Each campaign will target both brand and influencers audiences…. S TE P 3 With ads served from both the brand and influencer pages. Account setup
  39. 39. The funnel PROSPECTING LAL of Influencer Interactions RE-ENGAGEMENT Influencer Engagers/Viewers DPA REMARKETING VC/ATC/IC Influencer Inspired Landing Page / Collection Page
  40. 40. The Results 4X ROAS FOR PAC T D URING INFLU E NCE R LE D CAMPAIGN $18 COS T PE R ACQUISITION VS $35 TARGET
  41. 41. There’s huge value in the content which influencers will be creating. Repurpose photos and videos across all digital marketing mediums that you see fit! See examples: PRODU CT DIS PL AY PAGES PRESSBLOG Qualitative & quantitative
  42. 42. key takeaways COS T E F FEC TIVE M EANS OF ACQUI RING NATIVE PL ATFORM CON TE NT SHARE ABL E CONT E NT CREATION THAT DOESN’T S TRAIN YOUR T EAM REUSABI L IT Y OF CONTE NT CAN LIVE LONGE R ON MORE DIGI TAL PROPE R TIES NICK S HACKE LFORD @IAM NICKSHACKE LFORD
  43. 43. ANDREW FARIS @AN DREWJFARIS Amplifying influencer giveaways GE NE RATE REVE NUE, GROW YOUR EMAIL LIS T, AND DO OTHE R GOOD MARKE TING S TUF F
  44. 44. • FORME RLY: VP OF GROW TH & H EAD OF S T RATEGY AT CTC • CURRE NTLY: VP OF • 4X400: CTC’S HOLDING COMPANY T HAT OWNS T H RE E DTC BRANDS. MY JOB I S TO GROW THE M. who am I?
  45. 45. The main pointTHE BE S T WAY I CURRE NTLY KNOW OF TO UTILIZE IN FLUE NCE RS ON PAID S O CIAL IS TO AMPLIFY GIVEAWAYS WITH CONVE RS ION-OP T I M I Z E D AD S. I F YOU D O T HIS RIGHT, YOU’LL GE NE RATE:
 1 . L ARGE VOLUMES OF CHEAP CLICKS 2 . MAS S IVE EMAIL LIS T GROW TH 3 . PROFITABL E ROAS

  46. 46. The brand SLICK PRODUCTS
 
 WASH PRODU CTS FO R OFF-ROAD VE HICLE S The customer DIRT BIKE RIDE RS & OT HE R OFF-ROAD VE HICLE E NT HU SIAST S
  47. 47. PROF ESSIONAL MOTOCROS S & SUPE RCROS S ATHLET ES Ricky Carmichael Austin ForknerAdam Cianciarulo
  48. 48. The giveaway funnel
  49. 49. GIVEAWAY CON TE NT L ANDING PAG E EMAIL FLOW
  50. 50. 2 I T EM S 1. Anything Valuable To The Influencer’s Audience 2. Your Best Product
  51. 51. TOP OF PAGE : EMAIL CAPT URE IMME DIATE LY AF T E R: PRODUCT INF O (And don’t forget to pixel it!)
  52. 52. 5 (OR MORE?) AUTOMATE D EMAILS 1. Entrance Confirmation – (50%+ Open Rate) 2. Product Info 3. Product Info 4. Product Info 5. Special Offer “AN D THE WINNE R IS” EMAIL - Sent When You Announce The Winner - Also 50%+ Open Rate
  53. 53. - Big Social Traffic Lifts - 75% Email Capture Rate On Page - 40% Email Open Rate GIVEAWAYS Users – Google Analytics “Social” Traffic Channel this already works
  54. 54. The ad strategy
  55. 55. OP TIM I ZE F OR PURCHASE, BUT MESSAGE THE GIVEAWAY
  56. 56. ORG ANIC GIVE AWAY CONTE NT L ANDING PAG E EMAIL F LOW PAID GIVE AWAY CONTE NT
  57. 57. 1. SUPE R CHEAP CLICKS 
 
 2. COLLECT LOTS OF EMAIL ADDRESS ES 
 3. SUBSIDIZE 1 & 2 BY GET TI NG JUS T E NOU GH PURCHASES FOR IT TO BE WORTH I T
  58. 58. *Prospecting Only. Click-Only Attribution. ~1 Week Per Campaign. Campaign Cost Revenue ROAS CPC CPL Austin Forkner $1,556 $3,232 2.08 $0.49 $0.65 Ricky Carmichael $1,593 $2,580 1.62 $0.57 $0.76 Adam Cianciarulo $1,442 $2,454 1.70 $0.42 $0.57 Casey Currie $546 $764 1.40 $1.65 $2.20 BOSS Audio $441 $550 1.25 $1.98 $2.64 Totals $5,578 $9,580 1.72 $0.56 $0.75
  59. 59. *Prospecting Only. Click-Only Attribution. ~1 Week Per Campaign. 0.00 0.50 1.00 1.50 2.00 ROAS Giveaways Evergreen $0.00 $0.25 $0.50 $0.75 $1.00 CPC
  60. 60. *Prospecting Only. Click-Only Attribution. ~1 Week Per Campaign. $0.00 $2.50 $5.00 $7.50 $10.00 CPL Giveaways Evergreen PUT ANOTH E R WAY: I acquired 9.65x email addresses/dollar than I did in my evergreen campaigns.
  61. 61. Prepare For Delayed Attribution “DE L AYE D AT TRI BUTION MULTIPLIE R” 28-Day Click ROAS 1-Day Click ROAS =
  62. 62. *Prospecting Only. Click-Only Attribution. ~1 Week Per Campaign. Campaign 1-Day Click ROAS 7-Day Click ROAS 28-Day Click ROAS DAM Austin Forkner 0.60 1.13 2.08 3.47 Ricky Carmichael 0.89 1.03 1.62 1.82 Adam Cianciarulo 0.60 0.93 1.70 2.83 Casey Currie 2.08 0.56 0.81 1.40 BOSS Audio 0.16 0.24 1.25 7.81 Totals 0.60 0.91 1.72 2.87 Prepare For Delayed Attribution
  63. 63. *Prospecting Only. Click-Only Attribution. ~1 Week Per Campaign. 1.00 1.50 2.00 2.50 3.00 DAM Giveaways Evergreen PUT ANOTHE R WAY: We made a lot of this money through the emails & other follow- up. Prepare for that by modeling your Delayed Attribution Multiplier to create a 1-Day Click ROAS target. Prepare For Delayed Attribution
  64. 64. key takeaways TRY T HI S. MAKE I T BET TE R! THE N TE LL ME HOW YOU DID. AN DREW FARIS @AN DREWJ FARIS
  65. 65. Thank you

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