Day 2: Using Facebook to Power Dynamic On-Site Marketing * Why and how to treat your Facebook traffic differently * How to use data from Facebook to power personalization * How to use your existing audience to drive new leads on Facebook

1. Using Facebook to Power
Dynamic On-Site Marketing
Facebook Marketing Mini Series: Day 2
#AddShoppersNow

2. Your presenter
Peter Messmer
Director + Growth at
AddShoppers

3. I. Facebook & The Shopper
Journey
II. Key Facebook stats
III. Facebook psychology
IV. On-site marketing best
practices for Facebook
V. BONUS
VI. Summary/Q&A/Review
Agenda

4. AddShoppers
AddShoppers helps track and optimize the
Shopper Journey for over 10,000 brands
worldwide including Hanes, NCR, Everlast,
Internet Retailer Magazine, and The
Economist.
● Co-founded by former online retailers in
Charlotte, NC 4 years ago
○ @ChadLedford & @West
● 20+ team members and growing!
● When we’re not helping brands increase
their average revenue per visitor, we
enjoy:
○ Pub Trivia
○ Friday Office Brunch
○ Charlotte Hornets Basketball

5. Awareness
Brand
Impressions
Interest
MUVs
Consideration
Customer Database
Records
Purchase
Conversion
Rate
& AOV
Retention
Lifetime
Value
Advocacy
Referrals
The Shopper Journey + Facebook
How can we improve each step using Facebook marketing?

6. What’s Facebook’s Impact?
Some exclusive (and non-exclusive) stats...

7. 1.09 billion
Daily Active Users
989 million
Daily Active Users (Mobile)
~50%
Of people in the US use
Facebook every day
200
Median number of friends per
Facebook user
Source: Facebook and Pew Research

8. 68% of people trust
Facebook
Facebook is the most trusted online
platform for product/service
recommendations
Friends and family
recommendations impact
86% of purchases
Much higher than the next highest group.
(professionals at 58%)
Source: Social Media Link

9. 73.4%
Percent of all social revenue is
driven by Facebook (#1)
21.9%
More traffic driven by Facebook
to eCommerce sites in 2015
24.5%
Of all sharing goes
to Facebook (#2)
$0.80
Average value of
a Facebook share
From our 2015 On-Site Marketing Breakdown - shop.pe/2em8v
Data From Our Network

10. Why do people share on
Facebook?
The 9 main reasons

11. 1.
To Talk About What
They Care About
Favorite songs, movies, products, etc...

12. 2.
To Express Themselves
Show what they’re feeling and what they’re doing.

13. 3.
To Keep In Touch
Stay in touch with family members, friends, classmates, etc.

14. 4.
To Belong To A Group
Facebook Groups, etc.

15. 5.
To Offer Support To A Cause
Charities, celebrities, politicians, athletes, etc...

16. 6.
To Share Things They Know
Their Friends Will Enjoy
From funny cat videos to news stories to products.

17. 7.
To Gather Feedback
From Their Friends
About potential purchases, vacations, outfits, home decorating,
etc...

18. 8.
To Share Life Events --
Big or Small
Graduation, engagement, marriage, new house, new baby, new
purchases etc...

19. 9.
To Coordinate Events
Parties, networking, outings, reunions, etc...

20. On-Site Marketing Best
Practices for Facebook
(non-paid)

21. The Basics
Focus on Shares
Shares are 340% more valuable than
Likes.
Include Social Proof
Higher Share (or Like) numbers help
drive MORE shares (and conversions).

22. Contests & Giveaways

23. How It Works
Drive Traffic To A Giveaway
Registration: Capture Leads
Integrate Facebook Sharing
For Maximum Reach
1
2
3

24. Case Study: Silver Jeans Increased Sharing
4,650% and Email Captures 225% with a
Social Contest.
+4,650%
+1,900% +225%
Sharing Social Referral Traffic Email Subscribers

25. Step 1: Drive Traffic
Here’s how Silver Jeans kickstarted the
promotion:
● Bottom bar on their site using the
AddShoppers Behavioral Targeting App.
● Emailed their customer list
● Promoted the giveaway via social media

26. The bottom bar promoting the giveaway.

27. Step 2: Registration
Sign in with Facebook or enter Name + Email.

28. Step 3: Share
Now, the fun begins!
Using the Contests & Giveaways App,
participants shared products to create their
wishlist.
We also implemented a Trending Wall to
facilitate sharing and discovery.

29. Offer Facebook Login

30. Why Offer Facebook Login?
Capture more rich data
Boost email capture rates
Increase checkout conversion
rates
1
2
3
Welcome!
Connect with Facebook
for free shipping
| Connect
No Thanks
* Facebook accounts for 57% of all social
logins (Google is #2 at 33%).

31. Incentive Facebook sharing

32. Why Incentivize Facebook Sharing?
Increase sharing by 191%
(average) or more.
Increase conversion rates
(how?)
Reduce coupon searching & cart
abandonment (plus improved
margins)
1
2
3

33. Case Study: Miracle Noodle
+1,994% +2,127%
Sharing Social Referral Traffic
+826%
Social Revenue
* Around 40 - 50% of these increases came from Facebook alone.

34. Refer-a-Friend

35. Why referral
marketing on
Facebook?
● 85%+ of all social revenue from
Refer-a-Friend comes from
Facebook
● Referred customers are 25% more
profitable & 18% more loyal
● 50% of people are more likely to
give a referral if offered a direct
incentive. (Study from Software
Advice)

36. Create a strong offer (know
your CLV)
Kickstart your program
aggressively. This is key!
Continue marketing your referral
program post launch
1
2
3
How To Integrate Refer-a-Friend
On average, we see 35 sales for every
100 shares via Refer-a-Friend.

37. Case Study
Hanes’ Refer-a-Friend program paid for itself in 2 weeks.

38. Another Case Study
The success of BLINQ’s Refer-a-Friend program is driven by Facebook sharing.

39. Purchase Sharing

40. Tap into the natural desire to
share. (30% of all sharing
happens post-purchase)
Facebook accounts for 75% of
all Purchase Sharing revenue
Shares from purchases
convert well above average
1
2
3
Why Purchase Sharing?
Pro Tip: Combine with Social Rewards to
increase sharing + loyalty.

41. Case Study: Romulus Marketing
Romulus Marketing integrated
Purchase Sharing and converted traffic
coming from those shares at 29.6%!

42. Case Study: Vapor 4 Life
Purchase Sharing + Social Rewards
+993%
+237%
Sharing Social Revenue

43. Behavioral Targeting

44. Cohort targeting captures 29% more emails
1:1 personalization drives 9%+ more sales
1
2
How Can Facebook Improve
Your Behavioral Targeting?
Pro Tip: Facebook Login helps you capture data for
personalization, plus improve conversion rates
1:1 personalization has been tested to
capture up to 600% more emails3

45. Behavioral Targeting Examples
Using Facebook data for personalization
Facebook exclusive
offer!
Connect with Facebook to join our
newsletter and get $10 off your
first purchase:
Happy Birthday Mike!
On your special day, we’d like to
offer you $25 towards any purchase
of $100 or more:
No Thanks
Yes, I’d Like $25| Connect
No Thanks
Cohort Targeting 1:1 Personalization

46. Case Study: Old Time Candy
Using 1:1 personalization, they were able to
dramatically increase conversion rates for both email
captures and checkouts.
644%
Increase in conversion rate
for email captures
15.7%
Higher conversion rate
to purchases

47. Bonus:
Creative Instagram
Strategies

48. Incentivized Follow Campaigns

49. Follow For Offer

50. Follow To Win: Step 1

51. Follow To Win: Step 2

52. Incentivize Instagram engagement
on Facebook

53. Social Rewards For Your Instagram Page

54. Social Rewards For Your Instagram Page

55. Social Rewards For An Instagram Post

56. Social Rewards For An Instagram Post

57. Recap

58. Awareness
Brand
Impressions
Interest
MUVs
Consideration
Customer Database
Records
Purchase
Conversion
Rate
& AOV
Retention
Lifetime
Value
Advocacy
Referrals
Remember the Shopper Journey

59. Always keep in mind WHY
people share, and build that
into your eCommerce
experience.

60. Contests & Giveaways:
Drive Awareness & Interest

61. Facebook Login
Improve Consideration (CRM Growth)

62. Social Rewards
Improve Conversions & Awareness

63. Refer-a-Friend
Improve Advocacy

64. Purchase Sharing
Improve Advocacy, Awareness & Interest

65. Behavioral Targeting
Improve Conversions

66. Bonus: Instagram Strategies
Improve Awareness & Interest

67. Want to learn more about AddShoppers? Join an
upcoming live demo:
AddShoppers.com/Live-Demo
Thanks for joining us!
peter@addshoppers.com
@TheBigCatSays