Facebook for Brands by Kate Buck #SEJSummit 2015
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The document discusses a case study of using a 3-pronged social media marketing approach to boost engagement for an action sports clothing retailer. The approach included re-engaging existing fans, growing the audience through lookalike targeting, and direct-to-product marketing. Initial results showed large increases in key metrics like page performance, monthly ad value, and engagement levels. Ongoing testing and optimization of ad campaigns helped further improve performance.
Facebook for Brands by Kate Buck #SEJSummit 2015
- 2. Free 30-Day Trial Instant data. Tweak strategies. Benchmark competitors. “We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.”Sebastian Wenzel, Webanalyticsbook Use with m ultiple team s
- 3. • Faculty Director at Social Media Manager Pro • Training and development for social media professionals • Focused on creating effective and efficient systems and processes #SEJSummit #Searchmetrics
- 4. #SEJSummit #Searchmetrics 3TAKEAWAYS Deploy a strategic re- engagement campaign to activate existing fans, and increase organic reach. Leverage lookalike audience functionality to find and connect with new, highly- targeted fans. Use transaction-based, direct response invitations to create meaningful connections between your fans and your brand beyond social.
- 5. #SEJSummit #Searchmetrics ENTERPRISE CHALLENGES Social properties are often launched and then abandoned •Lack of support from Executive Level •Lack of staff or budget within social team •Too many platforms to manage - overwhelm •Lack of expertise in a specific social focus •Rapid changes in social, leaving social media staff “out of the loop”
- 6. #SEJSummit #Searchmetrics CASE STUDY Action Sports Clothing Retail - 600 Stores US & Canada •90-day focus to boost their Facebook engagement, product and event marketing •1.5 million Facebook fans with extremely low engagement •Small staff unable to keep up with all platforms and changes in ad management techniques •Particular interest in studying direct-to-product marketing campaigns
- 7. #SEJSummit #Searchmetrics BASELINE KPI’S Baseline KPIs (compared to competitors/similar businesses)
- 8. #SEJSummit #Searchmetrics KNOWNS & GOALS • Following was over 1.5 million, but not active • Well-defined customer avatar • Deep knowledge of competitors, complementary products We created with them the following three goals to demonstrate the growth/success with managing their ads and engagement: • Rise in “page performance” from 3% to 10% • Rise in “monthly ad value” from $4025 to $10,000 • Rise in “engagement levels” from 0.0% to 0.2%
- 9. #SEJSummit #Searchmetrics 3-PRONGED APPROACH • Audience Re-Engagement • Audience Growth • Direct to Product (Invitation) Marketing
- 11. #SEJSummit #Searchmetrics PROVEN POST • Find a successful past post that is evergreen in nature • Use this “proven post” and put an ad behind it to show it as a sponsored story. • Target existing page likes first • Create a separate campaign using very specific demographics collected from your insights (example: skateboarders, male, age 18-30, also likes other specific related pages)
- 12. #SEJSummit #Searchmetrics EXAMPLE PROVEN POST WITH ORGANIC TRACTION
- 14. #SEJSummit #Searchmetrics RE-ENGAGEMENT RESULTS • Week 1, as spend of $1500 resulted in: Page performance = 5% (an increase of 166%) Monthly Ad Value = $12,233 (an increase of 303%) Engagement Levels = .08% (40% of initial target)
- 15. #SEJSummit #Searchmetrics UNEXPECTED RESULTS Even a direct-to-product post can go far beyond an attempt at generating sales. There is additional value in the other two approaches: •Exposure to new fans •Increases overall page engagement
- 17. #SEJSummit #Searchmetrics CREATE A LOOKALIKE & CUSTOM AUDIENCES From “Create an Audience” in either Facebook Ads Manager or Power Editor, you can create a Lookalike audience to push ads toward. 2 ways to accomplish this: 1) Conversion Pixel - Place a conversion pixel on a page on your website where users take an action. Facebook will create an audience that most closely match the users that have fired the conversion pixel. *If you have 100 people with your conversion pixel, Facebook can find you about 1,000,000 more that closely match those people. OR
- 18. #SEJSummit #Searchmetrics LOOKALIKE AUDIENCES 2) Custom Audience by uploading a customer email list, Facebook can match those email addresses to Facebook profiles and create a lookalike audience based off your customer list. • Brand had multiple email lists segmented by purchases • Importing these lists into Facebook, we had a unique opportunity to place targeted ads in front of customers we not only knew had purchased, but we also knew exactly what they purchased.
- 19. #SEJSummit #Searchmetrics LOOKALIKE AUDIENCES • This very close targeting allowed us to create meaningful connections between the fans and the brand because our ads could speak directly to them and their specific relationship with the brand • Example: Our Team split tested one ad to our Nike buyers and the same ad to a lookalike audience for our Nike buyers.
- 24. #SEJSummit #Searchmetrics MEASURING EACH STEP OF THE WAY Our team is crazy about analytics and we consistently test against the new control, refining as we go. We configure each set as a new campaign to keep results as clean as possible. Split test the following variables profusely: •Image •Targeting •Headline •Copy Looking for: Highest click-through rate Lowest cost-per-action Relevance Score
- 25. #SEJSummit #Searchmetrics 3TAKEAWAYS Deploy a strategic re- engagement campaign to activate existing fans, and increase organic reach. Leverage lookalike audience functionality to find and connect with new, highly- targeted fans. Use transaction-based, direct response invitations to create meaningful connections between your fans and your brand beyond social.