stop targeting everyone: they don't want your ads and won't drive leads or conversions by...

#SocialPro #22B @marcusaagency

June 21,2016

Stop Targeting Everyone: They Don’t Want Your Ads and Won’t Drive Leads or

Conversions


Resume: §  6+ Years in digital advertising §  Digitas, MEC §  Clients: Payless, Rite Aid, AT&T

Fun Fact: Disney addict

WHO AM I?

Jennie Choi Marc USA|Results: Digital

Paid Social Manager


1.  Local awareness ads

2.  Align targeting and creative with TV spots

3.  CRM targeting

WHAT WILL I COVER?

§  Drive online leads

§  Drive conversions in-store & online

3 ways to Improve your Targeting & Results


§  “It takes two to speak the truth: one to speak, and another to hear.”- Henry David Thoreau

§  Social is the future, especially now that you need to pay to play. Everyone is on social media, if you don’t spend wisely, you’ll run out of money! SO – only speak to those who want to hear.

OVERVIEW


1. LOCAL AWARENESS ADS

• Apparel retailer wanted to push coupon redemptions

Situation

• Targeting users with local awareness ads and radius geo-targeting will reach people actively in the perfect location, creating more urgency and coupon redemptions

Hypothesis

• Drove digital media on other channels (display and remarketing) along with Facebook local awareness ads

Approach

•  "After we ran the local awareness campaign, we saw a lot more first-timers coming into our Las Colinas location. We still have our regulars, but they're interspersed with an entirely new crowd now.” – Chris Dahlander, CEO Snappy Salads

Industry Comments


§  Reached the right people, at the right time based on recent locations when enabled for Facebook §  Local awareness ads used radius

and demographic targeting

1. LOCAL AWARENESS ADS §  Facebook local awareness ads

drove more efficient coupon redemptions compared to other online, national tactics


1. LOCAL AWARENESS ADS

•  Any brand with in-store locations trying to drive offer redemptions Who should use this tactic?

•  If you want to target people near your store locations Why should you use this?

•  Store locations, an enticing offer, and creative that speaks directly to these users

What do you need to achieve this?


2. ALIGN TARGETING & CREATIVE WITH TV SPOTS

• National chain of convenience stores wants to increase awareness and leads for new loyalty program

Situation

• Aligning targeting, creative messaging, video asset, and timing with TV spots will lead to better engagement and more leads since users are primed from the TV spot

Hypothesis

• Pushed message through multiple screens using messaging that spoke directly to users

Approach

• After seeing an ad on TV and Twitter, buyers are… • 6x likely to retweet an ad • 5x more likely to follow the brand on Twitter • 4x more likely to Tweet about the brand • 3x more likely to visit the brand’s website

Industry Trends according to Twitter


§  TV Targeting used to reach users exposed to TV spots by targeting programs and networks the spots were aired on

§  To activate the community, the brand reinforced TV messaging on Twitter through native video

§  Ads were both timely (airing during small window before/after programs ran) and engaging (strong CTA), helping to drive success


•  Aired during “The Bachelorette” •  Total Video Views: 8.4K •  Cost-Per-View: $0.24 •  Engagement Rate: 9% - this

surpassed the quarterly benchmark by 311%!


§  Although video partners drove more clicks and video views, Twitter drove more leads


§  More leads were driven using TV targeting, indicating higher quality traffic driven by aligning creative with timing

0

20

40

60

80

100

120

Leads

Twitter Video Partner

0

500

1,000

1,500

2,000

2,500

3,000

Clicks

Clicks


0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Video Views

Video Views




•  Any brand trying to increase engagement and awareness of video messaging

Who should use this tactic?

•  If you want to reach users on multiple screens, to ensure your video resonates with them

Why should you use this?

•  Closely align with your traditional team to provide insight into programming, timing, and messaging



3a. CRM TARGETING

• Apparel retailer wants to increase conversions both online and offline

Situation

• By targeting ads to an audience created from a CRM list, both online and in-store activity will see a lift

Hypothesis

• Took test markets, identified non-testing markets and compared the two to understand the lift in stores

Approach

•  “To exploit the true potential of social media, companies should focus on social CRM and deliver competitive advantages to the customers in terms of offerings and values”- Alok Nayak, Global Digital Strategist

Industry insights on CRM data


§  Best performing audiences included current and lapsed customers §  Drove the highest lift in

conversions

3a. CRM TARGETING §  Greater return in markets with

CRM targeted Facebook ads §  Conversions saw positive

impact from overall test

+1.3% Conversions for

Current Customers

+0.9% Conversions for

Lapsed Customers


3a. CRM TARGETING

•  Any brand with existing CRM data on current and lapsed customers with the goal of driving conversions Who should use this tactic?

•  If you want to drive more conversions both online and offline by actively targeting your best users Why should you use this?

•  CRM data and creative that speaks directly to these users, including a strong call-to-action



3b. CRM TARGETING

• New loyalty program released for a national chain of convenience stores, but leads were not being driven. Users were not signing up and instead, relying on the old program

Situation

• CRM data of users who signed up for the previous program but did not transfer to the new program are the most qualified users to target

Hypothesis

• Used Facebook along with other tactics to drive completed leads

Approach

•  “CRM Will Be at the Heart of Digital Initiatives for Years to Come” - Joanne Correia, research VP at Gartner

Industry insights on CRM data


§  CRM targeting was very successful §  Drove 4,600 leads §  Cost per Lead below $10

§  Interest targeting was less successful §  Less than 100 leads §  Much higher CPL of $245

3b. CRM TARGETING

0

2000

4000

6000

Volume of Leads

Interest Targeting

CRM Targeting

$0 $50

$100 $150 $200 $250 $300

Cost per Lead

Interest Targeting CRM Targeting


§  Interest + CRM targeting on Facebook proved to be more successful at driving leads compared to other tactics when using video link ads

3b. CRM TARGETING

§  Facebook had higher Cost per View than Video Partner but was the more successful tactic at driving leads from video views

0

20

40

60

80

100

Volume of Leads

Facebook Video Partner

$0.00

$0.01

$0.02

$0.03

$0.04

Cost per View

Facebook Video Partner


3b. CRM TARGETING

•  Any brand with existing CRM data that could be leveraged to find the most qualified audience Who should use this tactic?

•  If you want to run a highly efficient campaign by actively targeting your best users Why should you use this?

•  CRM data and creative that speaks directly to these users



WHAT YOU SHOULD TAKE AWAY FROM THIS SESSION….

What we covered! •  CRM Targeting •  Aligning TV and Digital •  Reaching the right people, at

the right time

Who does this work for? •  Retail •  Loyalty Programs •  Branding •  ANYONE with CRM data

Don’t forget! You know your business the best! These tactics should be a supplement to other channels

These tactics help everyone! Tactics should be used to support other media, like offline media by aligning messaging and targeting the most qualified users


THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!

Any Questions or Want to Chat?

Jennie Choi [email protected]

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