Best Practices for Driving E-Commerce from Facebook
Nick CaughelLead Strategist, Social Media MarketingJune 29, 2012
@offerpop #ecommerce#BiteSizedSocial
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AGENDA
CONTENT AND YOUR BUSINESS
STRATEGIZE THE WAY YOU SHARE
OPTIMIZE PERFORMANCE
YOUR ECOMMERCE APPROACH
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IT ALL STARTS WITH CONTENT
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Driving E-commerce from Facebook is simple Recognize that Facebook is a social environment. The traditional e-commerce model doesn’t entirely apply
You want what you’re selling to be something people talk about
It’s about engaging fans around compelling content
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VISUALLY ENGAGING
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INTERESTING OFFERS
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HOW TO SPARK ENGAGEMENT
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Facilitate Sharing
People share to express who they are
Incorporate Like, Comment, andShare functions with links back to your wall posts and content
Encourage social actions in your copy
Keep the experience in line with Facebook’s social environment.
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ENGAGEMENT DRIVES REACH
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What’s the benefit of reach?
“We are influenced by people up to three degrees away from us”
“Our friends’ friends’ friends”
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AUGMENT ENGAGEMENT WITH YOUR TIMELINE
Pin status updates about your promotion• Pin your post to the top of your
Timeline• It will remain pinned for 7 days
Highlight the post to double its width so it takes up the whole page
Move campaign Tile into position 4 or higher
Update cover photo
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USING PRODUCTS TO DRIVE PURCHASE
Allow fans to browse highly visual product images
Products should link directly to their corresponding product page on your website
Sole Society’s conversion rate was 10.7% using Look Book(Facebook avg is 2%)
Quick tip: Use a lightweight call to action that isn’t purchase orientedExample: “learn more” or “check it out”
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USING OFFERS TO DRIVE PURCHASE: ONLINE
Create social campaigns around your deals, offers, and coupons
77kids ran an Exclusive campaign with many different offer types, including unique promo codes and barcoded coupons
It’s not about offering a generic 10% discount, but presenting an offer that ties to the program
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77kids
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USING OFFERS TO DRIVE PURCHASE: IN-STORE
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Maple Leaf
Maple Leaf ran a Tug of Warcampaign encouraging fans tovote for their favorite recipe
Very low barrier to entry
20% conversion rate
Close to 5,000 coupons issued
43% coupon redemption rate
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MAKE SURE YOU’RE MOBILE READY
Mobile participation is growing rapidly – you could be missing out
54% of Facebook traffic comes from mobile
Make sure your campaigns look good on a mobile device
Easy way for customers to redeem offers
About 160 million Facebook users use their phones to access Facebook more often than other devices
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SET UP CONVERSION TRACKING
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Track downstream conversions• Page activity, purchases, ROI Ideally with a unified reporting environment
Experiment and use lessons learned to optimize future campaigns
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AMPLIFY YOUR SALES PROGRAMS
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Page Like
• Use to boost fan acquisition (new customers)• Efficient use of budget Page Post Like
• Use to boost engagement• Sponsor stories that contain compelling
content
Sponsored Stories
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THANK YOU!
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