Driving Ecommerce from facebook

Best Practices for Driving E-Commerce from

Facebook

Nick Caughel

Lead Strategist, Social Media Marketing

June 29, 2012

@offerpop

#ecommerce

#BiteSizedSocial

Offerpop Confidential 2

AGENDA

CONTENT AND YOUR BUSINESS

STRATEGIZE THE WAY YOU SHARE

OPTIMIZE PERFORMANCE

YOUR ECOMMERCE APPROACH

Offerpop Confidential

IT ALL STARTS WITH CONTENT

3

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


VISUALLY ENGAGING

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INTERESTING OFFERS

5


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

Keep the experience in line with

Facebook’s social environment.


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”


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


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 oriented

Example: “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


USING OFFERS TO DRIVE PURCHASE: IN-STORE

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Maple Leaf

Maple Leaf ran a Tug of War

campaign encouraging fans to

vote for their favorite recipe

Very low barrier to entry

20% conversion rate

Close to 5,000 coupons issued

43% coupon redemption rate


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


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


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


THANK YOU!

TO GET A COPY OF THIS PRESENTATION, OR LEARN MORE ABOUT

OFFERPOP, EMAIL ME AT:

[email protected]

Follow us @offerpop

http://www.offerpop.com

Driving Ecommerce from facebook

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