This document provides tips on how to sell products on social media. It dispels myths that social media can't drive sales or ROI. When selling, businesses should focus on helping customers rather than just promoting products. The document recommends using segmented Facebook ads, custom audiences of existing customers, look-alike audiences, and retargeting ads. It provides several case studies of companies that increased sales and engagement using these tactics, such as dark post ads and giveaways. Overall, the key is integrating social media into a company's broader marketing strategy to increase awareness, engagement, traffic and sales.

1. How to sell on
social media
March 2015 @astridhaug

2. Myths about social media
• You can’t measure the ROI of social media
• Social media is only for dialogue, not sales
• Products don’t sell on social media

3. Sender-oriented
Network-oriented
Buy our
product
Learn about
our business
We talk
about our
passion
How can we
help you with
your passion?
How can we
change the world
together?
When to sell, when to tell

4. Avr. fan penetration pr. Facebook page
0 %
13 %
25 %
38 %
50 %
Aug-13 Dec-13 Mar-14
0,42
0,16
0,11 2015
5%
When to accelerate

5. Facebook for marketing
• Segmented ads
• Track & measure
• KPIs and ROI

6. Methods
• cross media
• custom audience
• look-alike audience
• dark posts
• retargeting
• conversion pixels

7. DARK POST PUBLISHING
Dark posts for
content and/
or target
audience

8. Custom audience
• reach customers you already know with ads on
Facebook
• email
• mobile
• look-alike
• look-alike from email/mobile

9. Identify people that are
almost exact matches of your
current customer base with
look-alike-audiences. From Facebook-
page or custom audience or from
website visitors.
Look-alike audience

10. Retargeting
• People often take time to buy a product
• Website visitors (Facebook website custom
audience)

11. Conversion tracking
• Code on webpage: front + checkout + signup
• Automatic generated conversion pixel code in
Komfo platform

12. What are your objectives?
• Increase sale
• Increase traffic to website
• Increase fan base
• Increase awareness of your brand
• Increase engagement
• Cross channel promotion (mobile app, newsletter etc)
• Increase foot traffic with offers

13. Who do you reach today
- fans or other customers?
Fans
Friends of fans Your market

14. Komfo customers:
61%
67%
conversion tracking
custom
audience
custom
audience

15. Iphone, Justin Bieber?

16. Søstrene Grene
spring launch - no webshop
Dark posts from look-
alike and website-
visitors

17. Giveaway
Like and comment
Products in store
March 6th

18. Result
• 42% increased sales early March
• Facebook reach for campaign 1.2 mio.
• Engaged 130.000 users
• 114.500 unique users from Facebook to online
catalogue

19. Product launch: Game of
Thrones 2014 premiere
• 3.09 DKK per conversion
on website
• 3 different photos for
segmented audience
• ”Read more” leads to
sign-up page

20. Daenery
performed best
with women

21. HBO Nordic - Vikings
season 3
• 72.000 video views
• 0,16 DKK per views –
indirect sale and
awareness
• That weekend highly
increased subscription
sales

23. Just-Eat - superbowl event
• Warm up with American week
• Channels: Blog, newsletter, Facebook &TV3 Sport
• Shown 3x10 sec during evening show
• Facebook as 2nd screen: Competition 9-12pm with
5600 participants - winner every hour
• Targeted niche: Men & sports

25. Result
• Total Facebook reach 90.000
• Online competition 2600 participants
• Sales around Superbowl x7 compared to last year
(with reservations)

26. SoMe part of media &
marketing eco system
print
TV outdoor
online

27. JYSK - Black Friday
• Dark posts
• Page posts

29. Result
• Facebook sales record
November 2014
• This financial year x2 or more
compared to last year

30. ROAS - return on ad spend
Newsletter
8 DKK

31. Thomas Cook
Spies
• Dark post from look-
alikes, from soccer
newsletter subscribers
• Reach over 74,000
• Only 4000 fans
• Facebook most effective
channel for niche, like
yoga travels

32. Do It For Denmark

33. Do It For Denmark - result
• ROI 1490 %
• 7.350.000 views
• Earned media for 5.400.000 DKK
• Sales increase 40%
• Marketing costs decreased by 69%

34. Profil Optik
blue ocean listening

36. Listen to competitors

38. Almost there…

39. What’s in it
for you?

40. To sum up - your objectives?
• Increase sale
• Increase traffic to website
• Increase fan base
• Increase awareness of your brand
• Increase engagement
• Cross channel promotion (mobile app, newsletter etc)
• Increase foot traffic with offers

41. What can you look into?
• Dark posts
• Interests, sex, age, geography, custom +
look-alike (in combination)
• Data for custom audience and look-alike (email,
sms)
• Not below 1000 people

42. Other methods:
• foot traffic
• cross media
• retargeting
• conversion pixels

43. Thanks for listening
- reach out!
March 2015 @astridhaug