1. Beyond The Click:
New Research On What
Converts In The News Feed

2. How conversion works in the news feed

3. News Feed

4. 71% Mobile
819M Facebook MAUs
219MMobile only
Facebook users +25M per quarter
71% Mobile
Twitter monthly active users
51%of engagement
is from mobile
Source: ShopIgniter aggregate data. Facebook Q2 2013 earnings. Twitter
data from Strategy Analytcs
(http://www.strategyanalytics.com/default.aspx?mod=pressreleaseview
er&a0=5350)
It’s a mobile first world
Over half of our campaign engagement is from mobile

5. Social Marketing 2.0
Yes, Social Marketing has evolved again
Social Marketing 1.0
• Desktop
• Right-Hand Rail
• Centralized on the fan page
• Tab apps
• Viral
• Fans
• Engagement
Social Marketing 2.0
• Mobile
• News Feed
• Decentralized in the feed
• Social Optimized Landing Pages
• Paid
• Customers
• Conversion

6. Social optimized landing pages?

7. Social optimized landing pages?

8. Advantages
• They are optimized
for native mobile
apps and desktop
– HTML 5
– Responsive
design
– Fast loading
times
• Native integrations
– Conversion Spec
– Open Graph
actions
• Integrated analytics
– Built-in analytics
– Combined views
of platform and
landing page data
• Published
synchronously with
native posts for
1:1:1 paired
messaging across
ads, posts, and
landing pages

9. Spectrum of marketing outcomes
Social Aggregation
+ Amplification
• Event Buzz
• Social Feeds (Ig, Tw, Yt)
• Customer Stories
Awareness
+ Storytelling
• Video Carousel
• Lookbook
• Jukebox
Product Discovery
+ Exploration
• Single Product Explorer
• Collection Explorer
• Shoppable Video
Lead Generation
+ Purchase Intent
• Form Capture
• Pre Order
• Wish List/Cart
Reach ConvertEngage

10. What Works

11. Social Campaign Elements
The pieces you need to drive conversions
Social
Posts
Social Optimized
Landing Pages
Integrated
Analytics
Social
Ads

12. 4 3 2 1 0
Status
Video
Offer
Photo
Link
Question
0 1 2 3 4 5Millions
Avg. Organic & Viral Impressions
5
Paid Posts Unpaid Posts
Organic Viral
.08 .06 .04 .02 0 0 .02 .04 .06 .08 .10%.10
CTR

13. Social Optimized Landing Pages
Averages from ShopIgniter campaigns
• Link Open Rate: 0.3% (not the same as CTR)
• Consideration Rate: 193%
• Conversion Rate: 4.4%
• Mobile Share of Engagement: 51.4%

14. Example Campaigns

15. Xfinity
Sell Pay-Per-View Event
Goal
Promote the PPV fight May Day. Drive video views to
create interest. Convert people by sending them to the
Comcast buy flow.
Strategy
• Use 4 rich media posts to deliver a 3 video
carousel and deep link into the Comcast buy flow.
• Leverage Facebook ads to scale up reach.*
Results
11.9%
Conversion Rate
42%
Lower CPA
2X
Videos Viewed
Per Person
.8%
CTR
6.1M
Impressions

16. Bowflex
TreadClimber campaign
Goal
Promote the TreadClimber. Create demand by driving
views of their TV commercials. Then, convert people
by driving people to click for more info.
Strategy
• Use rich media posts to deliver three, 30 second
video spots and allow people to share or get more
info.
• No discount, prize, or special offer.
• Leverage Facebook ads to scale up reach ($15K
spend).
Results
9.53%
Conversion Rate
14X
Average
Video Views
18X
Lower
Neg. Feed.
Rate
1.01%
eCTR
5.1M
Impressions

17. Universal Pictures
Oblivion movie premier
Goal
Promote the launch of the Oblivion movie. Create
demand by driving video views of the trailer and behind
the scenes footage. Then, convert people by driving
people to get showtimes and tickets.
Strategy
• Use 3 rich media posts to deliver a five video
carousel and capture the zip code to deep link the
user into the Fandango buy flow.
• Leverage Facebook ads to scale up reach.
Results
5.73%
Conversion Rate
30%
More Videos
Viewed Per
Person
2X
Average
Engagement
Rate
3.48%
CTR
570K
Impressions

18. Bloomberg Radio
Launch of Boston station
Goal
Promote the launch of the Boston station for
Bloomberg Radio. Drive registrations for a
sweepstakes to collect emails for email remarketing.
Strategy
• Use 2 rich media posts to deliver a contest
registration form.
• Leverage Facebook ads to target people in their
target market, which was people in the Boston
area with an interest in finance.*
Results
52.8%
Conversion Rate
$1.99
CPA
9X
Registration
Goal
*Randomly selected contest winner was a banker living in Boston
3.21%
CTR
383K
Impressions

19. Thank You
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