2. Facebook: Impressions & Engagements?
You’ve had a Facebook page for a few years
You have X Facebook fans
You post organic (non-paid) updates every few days
You’re paying for some boosted/promoted posts
You’re getting reports with Impressions…
3. The new Facebook: Website Traffic & Leads!
You have X valuable fans on Facebook
You use a FB pixel to capture website visitors
You utilise your email database on FB
You create Lookalike Audiences
You use these Audience tools to drive traffic & leads
You use your audiences to create advocacy on your behalf
4. How to Leverage your audience on Facebook
1. Website Visitors
2. Driving Traffic to Key Landing Pages
3. Email Database
4. Lookalike Audiences
5. Creating Advocacy
6. Driving Leads
7. Capturing Website Visitors
1. Upload a pixel between the
<head> and <head> tags on your
website
2. This ensures on entire site
3. Can check if working with FB Pixel
Helper Ext. for Chrome
4. Create your audiences!
10. Travel Industry Example 1: Camino
Ways
Journey Paths to purchase can
be very long and complex
Average length of purchase
journey is 24 days
Users will make an Average of
21.6 site visits before making a
purchase
(Google UK Whitepaper 2011)
55. Travel Industry Example 2:
Abbey Travel
Travel agents in business for over 35 years
Abbey Street Office
Specialise in Disneyland Paris Package Holidays
58. Converting Website Traffic into
Leads
FB Audience tools:
Retargeting to
website visitors to
specific pages on
Abbeytravel.ie
Lookalike
audiences
62. Ecommerce Revenue from Facebook
Advertising
January 2014
Jan 2014 – Best month on
record for Abbey Travel
January 2015
54% Increase on Disney
Booking Enquiries
7% Increase in E-Commerce
Revenue
Overall Best Month on
record for
abbeytravel.ie
64. Key Takeaways
How to Find Audience:
1. Website
2. Email
3. Lookalike
How to Use Audience:
1. Advocacy
2. UGC
3. Leads
Editor's Notes
So because the journey to purchase is so long, there are multiple opportunities for some smart social media marketing and this is where Facebook comes in.
So let’s take it a step further – we know that the journey to purchase in the travel industry is 24 Days
Tailor ads according to where the user is on the purchase journey
So because we are reaching the right audience, they are sharing our content and our Facebook relevancy score increases.
This means a lower CPC so we drive a huge amount of traffic to the website.
1. spend 2. marketing asset – start with what I knew about the iclothing customer.
What makes people join these campaigns?
Customers across the country were asked to doodle on their Starbucks cups and submit pictures as entries. The winning entry would be the template for a new limited edition Starbucks cup. Nearly 4,000 customers submitted entries in a three week span.
iClothing on social / one way convo /
Were advertising for iClothing. Engaging with each other positive re enforcment encouragement community - advocacy
Real life situations
Campaign ran Jan to early Feb 2015.
Combined Offline with Online
January 2015 was Abbey’s most successful month ever – here’s why.
The offline campaign drove direct traffic to the website and we were then able to retarget directly using Facebook Newsfeed ads to users who had visited the site but did not convert at that time.
The offline campaign drove direct traffic to the website and we were then able to retarget directly using Facebook Newsfeed ads to users who had visited the site but did not convert at that time.
So let’s take it a step further – we know that the journey to purchase in the travel industry is 24 Days
Tailor ads according to where the user is on the purchase journey