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Stop Targeting Everyone: They Don't Want Your Ads and Won't Drive Leads or Conversions By Jennie Choi

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From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Generating Social Conversions & Leads. PRESENTATION: Stop Targeting Everyone: They Don't Want Your Ads and Won't Drive Leads or Conversions - Given by Jennie Choi - Marc USA, Paid Social Manager. #SocialPro #22B

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Stop Targeting Everyone: They Don't Want Your Ads and Won't Drive Leads or Conversions By Jennie Choi

  1. 1. #SocialPro #22B @marcusaagency June 21,2016 Stop Targeting Everyone: They Don’t Want Your Ads and Won’t Drive Leads or Conversions
  2. 2. #SocialPro #22B @marcusaagency Resume: §  6+ Years in digital advertising §  Digitas, MEC §  Clients: Payless, Rite Aid, AT&T Fun Fact: Disney addict WHO AM I? Jennie Choi Marc USA|Results: Digital Paid Social Manager
  3. 3. #SocialPro #22B @marcusaagency 1.  Local awareness ads 2.  Align targeting and creative with TV spots 3.  CRM targeting WHAT WILL I COVER? §  Drive online leads §  Drive conversions in-store & online 3 ways to Improve your Targeting & Results
  4. 4. #SocialPro #22B @marcusaagency §  “It takes two to speak the truth: one to speak, and another to hear.”- Henry David Thoreau §  Social is the future, especially now that you need to pay to play. Everyone is on social media, if you don’t spend wisely, you’ll run out of money! SO – only speak to those who want to hear. OVERVIEW
  5. 5. #SocialPro #22B @marcusaagency 1. LOCAL AWARENESS ADS • Apparel retailer wanted to push coupon redemptions Situation • Targeting users with local awareness ads and radius geo-targeting will reach people actively in the perfect location, creating more urgency and coupon redemptions Hypothesis • Drove digital media on other channels (display and remarketing) along with Facebook local awareness ads Approach • "After we ran the local awareness campaign, we saw a lot more first-timers coming into our Las Colinas location. We still have our regulars, but they're interspersed with an entirely new crowd now.” – Chris Dahlander, CEO Snappy Salads Industry Comments
  6. 6. #SocialPro #22B @marcusaagency §  Reached the right people, at the right time based on recent locations when enabled for Facebook §  Local awareness ads used radius and demographic targeting 1. LOCAL AWARENESS ADS §  Facebook local awareness ads drove more efficient coupon redemptions compared to other online, national tactics
  7. 7. #SocialPro #22B @marcusaagency 1. LOCAL AWARENESS ADS •  Any brand with in-store locations trying to drive offer redemptions Who should use this tactic? •  If you want to target people near your store locations Why should you use this? •  Store locations, an enticing offer, and creative that speaks directly to these users What do you need to achieve this?
  8. 8. #SocialPro #22B @marcusaagency 2. ALIGN TARGETING & CREATIVE WITH TV SPOTS • National chain of convenience stores wants to increase awareness and leads for new loyalty program Situation • Aligning targeting, creative messaging, video asset, and timing with TV spots will lead to better engagement and more leads since users are primed from the TV spot Hypothesis • Pushed message through multiple screens using messaging that spoke directly to users Approach • After seeing an ad on TV and Twitter, buyers are… • 6x likely to retweet an ad • 5x more likely to follow the brand on Twitter • 4x more likely to Tweet about the brand • 3x more likely to visit the brand’s website Industry Trends according to Twitter
  9. 9. #SocialPro #22B @marcusaagency §  TV Targeting used to reach users exposed to TV spots by targeting programs and networks the spots were aired on §  To activate the community, the brand reinforced TV messaging on Twitter through native video §  Ads were both timely (airing during small window before/after programs ran) and engaging (strong CTA), helping to drive success 2. ALIGN TARGETING & CREATIVE WITH TV SPOTS •  Aired during “The Bachelorette” •  Total Video Views: 8.4K •  Cost-Per-View: $0.24 •  Engagement Rate: 9% - this surpassed the quarterly benchmark by 311%!
  10. 10. #SocialPro #22B @marcusaagency §  Although video partners drove more clicks and video views, Twitter drove more leads 2. ALIGN TARGETING & CREATIVE WITH TV SPOTS §  More leads were driven using TV targeting, indicating higher quality traffic driven by aligning creative with timing 0 20 40 60 80 100 120 Leads Twitter Video Partner 0 500 1,000 1,500 2,000 2,500 3,000 Clicks Clicks Twitter Video Partner 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 Video Views Video Views Twitter Video Partner
  11. 11. #SocialPro #22B @marcusaagency 2. ALIGN TARGETING & CREATIVE WITH TV SPOTS •  Any brand trying to increase engagement and awareness of video messaging Who should use this tactic? •  If you want to reach users on multiple screens, to ensure your video resonates with them Why should you use this? •  Closely align with your traditional team to provide insight into programming, timing, and messaging What do you need to achieve this?
  12. 12. #SocialPro #22B @marcusaagency 3a. CRM TARGETING • Apparel retailer wants to increase conversions both online and offline Situation • By targeting ads to an audience created from a CRM list, both online and in-store activity will see a lift Hypothesis • Took test markets, identified non-testing markets and compared the two to understand the lift in stores Approach • “To exploit the true potential of social media, companies should focus on social CRM and deliver competitive advantages to the customers in terms of offerings and values”- Alok Nayak, Global Digital Strategist Industry insights on CRM data
  13. 13. #SocialPro #22B @marcusaagency §  Best performing audiences included current and lapsed customers §  Drove the highest lift in conversions 3a. CRM TARGETING §  Greater return in markets with CRM targeted Facebook ads §  Conversions saw positive impact from overall test +1.3% Conversions for Current Customers +0.9% Conversions for Lapsed Customers
  14. 14. #SocialPro #22B @marcusaagency 3a. CRM TARGETING •  Any brand with existing CRM data on current and lapsed customers with the goal of driving conversionsWho should use this tactic? •  If you want to drive more conversions both online and offline by actively targeting your best usersWhy should you use this? •  CRM data and creative that speaks directly to these users, including a strong call-to-action What do you need to achieve this?
  15. 15. #SocialPro #22B @marcusaagency 3b. CRM TARGETING • New loyalty program released for a national chain of convenience stores, but leads were not being driven. Users were not signing up and instead, relying on the old program Situation • CRM data of users who signed up for the previous program but did not transfer to the new program are the most qualified users to target Hypothesis • Used Facebook along with other tactics to drive completed leads Approach • “CRM Will Be at the Heart of Digital Initiatives for Years to Come” - Joanne Correia, research VP at Gartner Industry insights on CRM data
  16. 16. #SocialPro #22B @marcusaagency §  CRM targeting was very successful §  Drove 4,600 leads §  Cost per Lead below $10 §  Interest targeting was less successful §  Less than 100 leads §  Much higher CPL of $245 3b. CRM TARGETING 0 2000 4000 6000 Volume of Leads Interest Targeting CRM Targeting $0 $50 $100 $150 $200 $250 $300 Cost per Lead Interest Targeting CRM Targeting
  17. 17. #SocialPro #22B @marcusaagency §  Interest + CRM targeting on Facebook proved to be more successful at driving leads compared to other tactics when using video link ads 3b. CRM TARGETING §  Facebook had higher Cost per View than Video Partner but was the more successful tactic at driving leads from video views 0 20 40 60 80 100 Volume of Leads Facebook Video Partner $0.00 $0.01 $0.02 $0.03 $0.04 Cost per View Facebook Video Partner
  18. 18. #SocialPro #22B @marcusaagency 3b. CRM TARGETING •  Any brand with existing CRM data that could be leveraged to find the most qualified audienceWho should use this tactic? •  If you want to run a highly efficient campaign by actively targeting your best usersWhy should you use this? •  CRM data and creative that speaks directly to these users What do you need to achieve this?
  19. 19. #SocialPro #22B @marcusaagency WHAT YOU SHOULD TAKE AWAY FROM THIS SESSION…. What we covered! •  CRM Targeting •  Aligning TV and Digital •  Reaching the right people, at the right time Who does this work for? •  Retail •  Loyalty Programs •  Branding •  ANYONE with CRM data Don’t forget! You know your business the best! These tactics should be a supplement to other channels These tactics help everyone! Tactics should be used to support other media, like offline media by aligning messaging and targeting the most qualified users
  20. 20. #SocialPro #22B @marcusaagency THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT! Any Questions or Want to Chat? Jennie Choi jchoi@marcusa.com

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