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This document discusses how businesses can leverage Facebook audiences to drive website traffic, leads, and sales. It emphasizes capturing website visitors with Facebook pixels and creating lookalike audiences from customer lists and website visitors. These audiences can then be targeted for advocacy campaigns to generate user-generated content, driving more traffic and engagement. Two travel industry examples are provided showing how retargeting website visitors and lookalike audiences increased booking inquiries and e-commerce revenue. The key is finding relevant audiences and using them for various marketing goals like advocacy, user-generated content, and generating leads.
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- 2. Facebook: Impressions & Engagements? The old Facebook: Impressions & Engagement You’ve had a Facebook page for a few years You have 5000+ Facebook fans You post organic (non-paid) updates every few days You’re paying for boosted posts You get a report that shows Impressions & Engagements. X You think this is good…
- 3. The new Facebook: Website Traffic & Leads! You’ve had a Facebook page for a few years You have 5000+ Facebook fans 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 You are good!
- 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
- 6. 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!
- 7. Refining your custom audiences
- 9. 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)
- 10. Driving Traffic to Key Landing Pages
- 12. Using your Email Database
- 13. Using your Email Database
- 14. Lookalike Audiences • Email list (3,000 Irish emails) • Lookalike Audience built from similar characteristics (110,000)
- 17. Results Spend - €100 Reach – 45.5K Unique users Website Clicks – 2083 CPC - €0.05 Shares - 121 Website leads – 5
- 20. Advocacy Allows your audience to share your marketing: 1. Shares
- 21. Advocacy Recommendations from Facebook user to user: 2. Tagging 3. Recommendations
- 24. The Ice Bucket Challenge
- 26. What makes people participate? • Authenticity • Emotion • Simplicity
- 27. Brands Using UGC Starbucks White Cup Contest Coca-Cola Share a Coke Campaign
- 29. Turning your customers into marketing assets
- 30. Loyal Customers New VS Returning Contribution to Revenue
- 34. The KPI
- 41. 25.75% Engagement 2% Engagement
- 42. 9.5% CTR 0.9% CTR
- 43. Engagement Rate: 1.14% Engagement Rate: 42%
- 46. Keys To Success
- 47. Targeting • Website visitors • Purchasers • Cart Abandoners • Interests
- 49. Pre-Campaign Simple idea Think outside the box Choose your goals Know your audience Offer a reward if possible Custom Hashtag
- 50. During Campaign Engage constantly Target efficiently Utilise the authentic content Reward your brand advocates!
- 51. Post Campaign Create an audience from participants Remarket to this audience Keep using user generated content!
- 52. Back to Sarah…..
- 53. Driving Leads from Facebook Advertising
- 54. Travel Industry Example 2: Abbey Travel Travel agents in business for over 35 years Abbey Street Office Specialise in Disneyland Paris Package Holidays
- 55. The “40 Yes Days” Campaign
- 56. Converting Website Traffic into Leads Goal of campaign: Increase online booking enquiries FB Audience tools used: 1. Retargeting to website visitors to specific pages on Abbeytravel.ie 2. Lookalike audiences
- 57. Driving Traffic to Key Landing Pages
- 58. Results: Performance Spend - €690.14 Website Clicks – 5,700 CPC - €0.12 Shares - 56 Comments – 120
- 60. 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
- 61. Facebook Success Story: Travel
- 62. 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.
- 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