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Can Facebook Drive Conversions in Less Than 6 Weeks?

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Can Facebook Drive Conversions in Less Than 6 Weeks?

  1. 1. Can Facebook drive conversions in Less than 6 Weeks? <br />Measuring results for A Retail Electricity provider<br />Brian Bierbaum, Priority Integrated Marketing<br />Tony Napolillo, Green Mountain Energy Company<br />Lauren Albright, Green Mountain Energy Company<br />
  2. 2. The Goal<br />Answer the question: <br />What conversions can Facebook drive for a Retail Electricity Provider in less than 6 weeks?<br />2<br />
  3. 3. Priority Integrated Marketing<br /><ul><li> Founded in 1983
  4. 4. Staff of 40+
  5. 5. Work nationwide with more than 300 clients
  6. 6. Integrating traditional and online marketing is our specialty
  7. 7. Multi-channel content experts
  8. 8. 60 awards in last two years
  9. 9. Print, email, SEO and content marketing leaders</li></ul>98% customer service approval rating in recent client survey<br />97% of clients would recommend us to a colleague<br />3<br />
  10. 10. Green Mountain Energy Company<br /><ul><li>Mission: Use the power of consumer choice to change the way power is made
  11. 11. Nation’s leading competitive retail provider of cleaner energy and carbon offset solutions
  12. 12. Founded in 1997 in Vermont
  13. 13. Provides cleaner energy to residential and commercial customers in regulated and deregulated territories such as Texas, New York, New Jersey, and Oregon
  14. 14. Largest market is Texas (deregulated)</li></ul>First in Texas to sell 100% pollution-free electricity<br />4<br />
  15. 15. Facebook Presence<br />5<br />
  16. 16. CONTENT STRATEGY<br /><ul><li>Content Topics:
  17. 17. Eco-tips
  18. 18. Energy-efficiency tips
  19. 19. Customer benefits
  20. 20. Industry news
  21. 21. Event photos
  22. 22. Limited company-focused stories
  23. 23. Limit postings to 2-3 times per week to prevent oversaturation
  24. 24. Transparency is key
  25. 25. Publicly address any negative sentiments and treat Facebook as open forum for discussion
  26. 26. Never delete content unless offensive or spam</li></ul>6<br />
  27. 27. Social Media Strategy<br />Overview of what GM has done to date to give some background on where we started with the test.<br />7<br />
  28. 28. Fan Growth – Slow But Steady<br /><ul><li>Strategy – let fan base grow organically to ensure positive interactions from “true” fans
  29. 29. Started with employee fans
  30. 30. After 6 months of testing, promoted to customers via:
  31. 31. Welcome kits
  32. 32. Customer newsletters
  33. 33. Links on corporate website
  34. 34. Tree planting promotion for Earth Month (April ‘10)</li></ul>8<br />
  35. 35. THE EXPERIMENT<br />Increase the Fan/Like base of the Green Mountain Energy Company Page<br />Drive prospective new customers to greenmountain.com to learn more and sign up<br />9<br />
  36. 36. THE EXPERIMENT<br />Facebook Ad<br />Fans and prospects see offer and viral messaging<br />Ad drives to Facebook page<br />Conversion<br />10<br />
  37. 37. INCREASE COMMUNITY SIZE : AD<br />11<br />
  38. 38. Screenshot with tab highlighted<br />12<br />
  39. 39. Increase Community Size : Offer<br />Not a Fan<br />Fan<br />13<br />
  40. 40. INCREASE COMMUNITY SIZE : VIRAL APP<br />At various points of the campaign the viral app was receiving upwards of 44% of the page’s visitors.<br />14<br />
  41. 41. RESULTS: INCREASE COMMUNITY SIZE<br />22% increase resulting in 376 new fans/likes<br />15<br />
  42. 42. DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM – AD TARGETING<br /><ul><li>Targeted users in our major Texas markets (deregulated territories)
  43. 43. Ages 25+ to reach home owners and apartment dwellers
  44. 44. Left “interests” targeting open</li></ul>16<br />
  45. 45. DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM<br />17<br />
  46. 46. DRIVE NEW CUSTOMER PROSPECTS TO GREENMOUNTAIN.COM<br />18<br />
  47. 47. Results: Drive New Customer Prospects to GreenMountain.com<br />693 targeted visitors driven to GreenMountain.com<br />No known sales were directly attributed to the advertisements based on tracking codes. <br />However, it is possible that individuals who viewed the advertisements may have revisited the Green Mountain site later to sign up, without the direct click-through from Facebook.<br />19<br />
  48. 48. Resources<br />20<br />
  49. 49. Lesson Learned – Community Growth <br /><ul><li>Facebook ads can work to help increase fan base/likes
  50. 50. Keep the call to action simple and easily understood
  51. 51. Test different offers/incentives for taking action</li></ul>21<br />
  52. 52. Lesson Learned – Ad best Practices<br /><ul><li> Be direct and avoid marketing jargon
  53. 53. Keep the ads fresh
  54. 54. Rotate your tab landing page
  55. 55. Avoid using your logo
  56. 56. Try Facebook Ads for Pages
  57. 57. Test different bid amounts
  58. 58. Be true to your brand</li></ul>22<br />
  59. 59. Lesson Learned – Smaller Commitments<br />23<br />
  60. 60. Major Takeaway<br />People are more likely to act when:<br />-The commitment on their part is small<br /><ul><li>The call-to-action stays within Facebook</li></ul>By focusing our efforts on increasing our fan-base rather than immediate sales, we can build relationships with prospects through multiple touches to eventually convert them to customers.<br />24<br />
  61. 61. Follow The Results<br />The presentation and highlights of the experiment are available for download on Priority Integrated Marketing’s blog.<br />priorityresults.com/blog<br />Brian Bierbaum<br />www.linkedin.com/in/brianbierbaum<br />Twitter: @BrianBierbaum<br />bbierbaum@priorityresults.com<br />952.920.9909<br />Tony Napolillo<br />tonyn@GreenMountain.com<br />512.691.6383<br />Lauren Albright <br />lauren.albright@GreenMountain.com<br />512.691.6126<br />25<br />

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