a marketer’s guide to high conversion facebook and twitter campaigns
DESCRIPTION
A marketer’s guide to high conversion Facebook and Twitter campaignsTRANSCRIPT
A marketer’s guide to high conversion
Facebook and Twitter campaignsPresented by
Jackie Lamping, Sr. Director of Marketing
Chris Bolman, Director of Growth
Jackie LampingSr. Director of Marketing
@jackielamping
Chris BolmanDirector of Growth
@chrisbolman
SPEAKERS
Percolate makes marketers more informed and productive
CREATION DISTRIBUTION
BRAND
AGENCY
Where is social today?
Social ROI checklist
High conversion social in B2C vs. B2B
Top tips for better social ROI
Putting it all together
Today I’m going to talk about
Where is social today?
+r
r r +
25Platform s wi th m o re th a n 5 0
million dai ly active users
1.5 billion
Face b o o k , Twit ter, Instagra m dai ly users
78%of Face b o o k ’s MAUs acce s s
th e platform o n mobi le
The era of person-level marketing
Agreed upon KPIs
Baseline path to purchase data (traffic, conversion %)
Attribution tracking (cookies, Atlas, conversion pixels, url tags,
funnel analytics)
CRM data (audiences)
Product(s) people want
Culture of experimentation (and processes that allow it)
Compelling content and messaging
Simple, mobile-optimized landing page
Social ROI checklist
Map creative to customer lifecycle
Path to Purchase Stage Objective(s) Creative Success metric(s)
Early 1. Generate awareness
2. Start conversation
3. Entertain or educate
1. Social video
2. Eye-catching visual experiences
3. Content marketing
4. Gamification
5. Industry thought leadership
Clicks, shares, engagement
Middle 1. Inform
2. Continue education
3. Accelerate decision-making
1. Campaign content
2. Positive, consistent visuals
3. Gated content promotions
4. UGC
Leads, email
subscribers, page
conversion rates,
repeat visitors
Ready to buy 1. Reassure
2. Create anticipation
3. Accelerate decision-making
1. Short-term promos and sales offers
2. Customer stories
3. UGC
Sales conversions
B2C example
Early Middle Re a d y to buy
B2B example
Early Middle Re a d y to buy
Pick the right success benchmark
Percolate and Salesforce | October 2014. Data includes U.S. averages from Facebook in 4Q14
CTR CPC CPM
CPG 0.20% $0.11 $0.21
Entertainment 0.87% $0.14 $1.21
Financial Services 0.17% $0.12 $0.21
Gaming 0.05% $0.45 $0.24
Retail 0.76% $0.18 $1.39
Technology 0.23% $0.19 $0.46
Creative matters, a lot.
This
Not this
Align content to audience as closely as possible
Social that converts: Lessons from GE
Highly visual
Content is closely tailored to platform and audience
Focus is always on creating value for viewer, branding
and product is secondary
Frequent use of CTA messages that encourage
viewer participation with their content (but don’t push
sale)
Distinct visual consistency
Always testing and learning
GE scales success and shares knowledge internally
Why GE consistently outperforms on social
No such thing as too many creative variations… If you can manage the assets and act on the data
Tip #1: Establish a baseline
Tip #2: Map your ads to different objectives
and steps of your customer’s path to purchase
Tip #3: Optimize your creative for captivating,
relevant visuals + CTA and test many
variations
Tip #4: T arget and personalize narrowly
Tip #5: Assume whatever you’re doing will be
experienced on mobile in a short browsing session
Putting it all together
Now I’ll Talk About…
● The increasing complexities of driving marketing ROI
● Using intent data for effective audience targeting and higher conversion
● Strategies throughout the entire marketing funnel
● Tackling the mobile dilemma
● Replicating success across Facebook and Twitter
“Every Marketer’s Dilemma” in 2014 & Beyond:
More pressure to increase sales at higher ROI every year
More platforms and devices to target users on than ever before
Greater complexity in managing ads across the media ecosystemAppetite to make smarter decisions more quickly
“What you cannot deny is that there’s a seismic disruption happening in our industry. Data strategy is the future of everything we’re banking on. We don’t buy audience targets. We build customized audience targets. We put real-time analytics behind it so we can continue to optimize the machine.”
- Deanie Elsner, CMO at Kraft
“Having good signals of a customer’s intent so you can better serve her is vital. We’ve found the highest fidelity signal comes from transactional data… Having a marketing platform that’s powered by our data is the most effective way to invest marketing dollars.”
- Brian Monahan, VP of Marketing at Walmart.com
AdRoll sees 60B+ purchase signals every day
JUL AUG
SEP
View-through conversions by day, Q3
2014
Capture website browsing data, combine with
other 1st party data (CRM).
Apply business rules expressed through custom audience
segmentation.
Customer intent data = your most effective asset for high ROI marketing campaigns
Target users with algorithmic bidding,
dynamic creative across the web,
Facebook, Twitter.
Upsell
Use customer data to reach the right users, with the right message, at the right time:
Retargeting = paid media that works
Qualtrics survey of 1,000 digital marketers across industries in the US, July 2014
It’s quickly become a full-funnel strategy
Qualtrics survey of 1,000 digital marketers across industries in the US, July 2014
Industry Marketing Goal
Customer Behavior
Retargeting Strategy
Retail Increase sales
Placed item in shopping cart but abandoned before
purchase
Display product visual and offer promotion
B2B Increase lead genBrowsed a solution but
didn’t fill out a lead form
Promote a downloadable white paper to drive email
capture
Travel Increase bookingsPurchased flights
without hotel
Target ads with hotel discounts for the specific location
Gaming Convert freemium users
Engages frequently but hasn’t purchased
Target offers to upgrade to paid
subscription
Entertainment Promote event registration
Previously attended a similar event
Target ads encouraging
registration for the event
Finance Cross-sell productsPreviously purchased a
financial productPromote a
complimentary service
… with applications in every vertical / industry:
MOBILE SOCIALDESKTOP
But… How do I apply that across all of my media?
“67% of consumer transactions are started on one platform or device and finished on another"
- ComScore’s Multiscreen Path to Purchase 2013 Report
2012
2013
2014
2015
2016
2017
2018
$0B
$100B
$200B
$300B
$400B
$500B
$600B
2012
2013
2014
2015
2016
2017
2018
$0B
$28B
$56B
$84B
$112B
$140B
m-Commerce is growing faster than e-Commerce
m-Commerce Sales, 2012 - 2018 + 37.2% Y/Y
e-Commerce Sales, 2012 - 2018 + 15.5% Y/Y
eMarketer, US Retail e-Commerce April 2014
50%+ of digital marketers are now also retargeting on mobile devices
Qualtrics survey of 1,000 digital marketers across industries in the US, July 2014
Social Media: The Single Hottest Topic in Retargeting
Adding incremental inventory sources improves ROI
229%More conversions with cross-platform retargeting
Bringing cross-platform user experiences to life
Tableau: Retargeting for Lead Gen & Nurturing
“AdRoll has made our customer acquisition and content marketing efforts seamless. It currently accounts for 14% of Tableau’s monthly advertisement free trial and content leads.”
- Alison Perry, Online Marketing Manager
Performed 40% below Target CPA
Maintained a steady and below target CPC and CPA while scaling campaign by 2.8x over a 3 month period
Wrapping Up
Contact: [email protected] Contact: [email protected]
● Start planning with the customer lifecycle in mind
● Set KPIs and measure throughout the funnel
● Tailor content and creative to the audience segment & platform
● Use technology and automated platforms to do the heavy lifting
● Test and invest where you find success
Questions?
Jackie Lamping: [email protected] or @jackielampingChris Bolman: [email protected] or @chrisbolman