SOCIAL MEDIA SUMMIT 16-12-2016

How to build Facebook campaigns that drive conversion

Hi, I am Wouter !

https://www.linkedin.com/in/wouterschikhof

https://www.twitter.com/wouterschikhof

Let’s get to know each other:

Source: http://www.socialmediamodels.net/category/roi-models/

Still reality…...

The role of Social

BUILDING BRAND BENEFITS & PREFERENCE

(rational value for me)

Credibility &

Expertise

BUILDING BRAND PERSONALITY

(positive association / identification)

Personas

CREATING A BRAND IDENTITY(establishing brand values) Storytellin

g

BRAND EXPERIENCE(inspire, support)

Customer retention (interaction through webcare

community management)

Interaction (engagement) ≠

Revenue

So what…we can’t sell through

social?

“Hell yeah, we sure can!”

How to avoid wasting budget1. Ask yourself what are touch points of

social media your customer’s journey,

2. Which user action do you considered as an act of interest or buying intent?

3. Think in “audiences”

4. Think about what message or “proposition” is relevant for your audience

5. Test messages / audiences

Touch points in the customer journey

website visitors at the point of buying your or a similar product and who are

looking for the best deal.website visitors that explicit interest in your products,

may ask their peers for tips / feedback.Website visitors that have examined your product / services.

Website visitors (customers) that have purchased your products before

whom my share their experience

People discover a product / brand through their friends

but may not visited your website. No « need »

People could be interested in your product have interacted

with your page / post / campaigns but have not

visited your website.

Building your tactics (or strategy if you prefer using that term)

Cliquez sur l'icône pour ajouter une image

Target audience

> 120 days

90 days

60 days

30 days

< 15 daysThese are people

that consider buying!

Website behavior defines buying intent

Considers a purchase:• Visited product detail pages,• Watched product demo / video• Downloads brochure

Compares / Decides:• Signs up for a trail,• Configuration / simulation

Buying :• Added to cart and buys• Started to fill out quote / form

All different audiences!!

How do I effectively

reach these people on Facebook?

Audience targeting in Facebook

Demographics / Interest,1

3 Look-a-like -> Custom audience, Conversion Tracking or a FB pages you manage.

Custom audience -> website -, app, - or CRM data,

2

Targeting vs. buying intent

Demographics / Interest category

Look-a-likes (based on custom audience, conversion tracking or a FB pages you manage)

Custom audience(based on website behavior, app behavior or CRM data)

Combine targeting + behavior

Fan of my page

Friend of “Fan”

DemographicsInterest categories

Interacted with a post

Visited my website

Visited a specific page on my website

Ordered my product

Left checkout

Bought my product

Subscribed to a newsletter

Where to start…?

Build campaign tactics

Don’t think in silo’s!!!prospect acquisition User can leave an @ in order to receive incentive / coupon

First incentive send after check. User enters into marketing

automation with inspirational content.

prospect Deduplication

Collected @ deduplicated with

current prospect DB

User leaves without browsing the shop,

buying or (mini) conversion. Remarket

for 60 days

Retarget user in search with PLA or adapted ad text and adjusted bid

strategy

Single remarketing ad Brand promise in style of season

collection. CTA discover the new collection.

Retarget user through RTB / Facebook / Instagram

User browsed the shop, does not buy.

Remarket browsers /

cart abandoners

Last 30 days.Remarket browsers Last 60 days.

Remarket browsers Last 90 days.

RSLA (Search) on generics / PLA /

Dynamic remarketing.

Remarket “not fan” Become

Fan / incentive excl. fansPush Brand Promise and

Season Inspirational

visuals

User leaves website after purchase

Conversion pixels will be used to build and target look-a-like audiences that have similar

interest the audiences attracted

Ad texts on Generic and Brand

SearchesProduct Listing Ads

on Generics Search

Target Facebook Fans / custom

audiences

Campaign Flow

Traffic through

Newsletter

Inbound traffic

FB/ Twitter

Campaign website

Luckycycle

Paid traffic through Demographic and

retargeting look-a-like audiences

Tag 7SSN site with Facebook pixel in order to gather

audiences.

Remarket all visitors from 7SSSN excluding people

that have signed up!

Interest based targeting = online shopping excl.

paypal_Signup_Succes_FB_event

Pull Push

Look-a-like audience to successful signups.

Excluding people that signed up.

Demographic targeting (18-60)

Tactics

Targeting audienceCampaign Goal Adset Demographic Targeting Placement

KL_Paypall_7SSN_Conversion

Conversion

_IB_BROAD_BE-NL

Age: 18 - 60 Interest = Online shopping. Excl. Paypal_Signup_Succes_FB_event

Desktop and Mobile Newsfeed

“ _IB_BE-NL Age: 18 - 60 - Desktop and Mobile Newsfeed

“ _LAL_Converted_BE-NL

Look-a-like audience to succesful signups but excluding they people that have already signed up

Desktop and Mobile Newsfeed

“ _LAL_BE-NL Look-a-like 7SSN but excluding they people that have already signed up

Desktop and Mobile Newsfeed

“ _RMT_BE-NL All visitors 7SSN but excluding they people that have already signed up

Desktop and Mobile Newsfeed

Demographics / Interest categoryLook-a-like / Look-a-like of convertersRemarketing visitors excl. converters

Ad Examples

Campaign Metrics ResultsImpressions 994.738Reach 499.075CPC (link) €0,83CTR (link) 0,91%Complete reg. 1.921CPA €3,90Ad cost €7.500

Results

Cliquez sur l'icône pour ajouter une image

Be aware!

Don’t expect massive sales vol.

Not even through paid

Reality = Media overlap

Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/

And conversion path’s

Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/

And this problem!

Display

View

Display

ClickSocial Click

E-mail Click

SEA Click Goal

Last Click Attribution

Facebook attribution

Be aware and fair!Social Media (paid or organic) assist conversion and revenue in the long run

KNEWLEDGE LUXEMBOURG

4, RUE D’ARLONL-8399 WINDHOF+352 263 087

KNEWLEDGE BELGIUM

VRI JWILL IGERSL A AN 19, AVENUE DES VOLONTAIRES1160 BRUSSEL - BRUXELLES+32 2 880 40 84

contact@knewledge.com