Best Practices for Driving E-Commerce from Facebook

Nick CaughelLead Strategist, Social Media MarketingJune 13, 2012

@offerpop #ecommerce

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AGENDA

CONTENT AND YOUR BUSINESS

STRATEGIZE THE WAY YOU SHARE

OPTIMIZE PERFOMANCE

YOUR ECOMMERCE APPROACH

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IT ALL STARTS WITH CONTENT

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Driving Ecommerce from Facebook is simple It’s about engaging fans around compelling content

You want what you’re selling to be something people talk about

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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, and Share functions with links back to your wall posts and content

Encourage social actions in your copy

Quick tip: Content that is positive, informative, surprising, or interesting is shared more often that content that is not

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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 click-through rate was 10.7% using Lookbook(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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MapleLeaf

MapleLeaf 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

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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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SETUP 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

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THANK YOU!

TO GET A COPY OF THIS PRESENTATION, OR LEARN MORE ABOUT OFFERPOP, EMAIL ME AT:

nick@offerpop.com

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