2015:the year of the audience
TRANSCRIPT
Facebook: Impressions & Engagements?
You’ve had a Facebook page for a few yearsYou have X Facebook fans You post organic (non-paid) updates every few daysYou’re paying for some boosted/promoted postsYou’re getting reports with Impressions…
The new Facebook: Website Traffic & Leads!
You have X valuable fans on Facebook You use a FB pixel to capture website visitors You utilise your email database on FB You create Lookalike Audiences You use these Audience tools to drive traffic & leads You use your audiences to create advocacy on your behalf
How to Leverage your audience on Facebook 1. Website Visitors2. Driving Traffic to Key Landing Pages 3. Email Database4. Lookalike Audiences5. Creating Advocacy6. Driving Leads
Facebook Ads Manager
Capturing Website Visitors
1. Upload a pixel between the <head> and <head> tags on your website 2. This ensures on entire site3. Can check if working with FB Pixel Helper Ext. for Chrome4. Create your audiences!
Refining your custom audiences
Travel Industry Example 1: Camino Ways
Journey Paths to purchase can be very long and complex
Average length of purchase journey is 24 days
Users will make an Average of 21.6 site visits before making a purchase
(Google UK Whitepaper 2011)
Driving Traffic to Key Landing Pages
Using your Email Database
Using your Email Database
Lookalike Audiences
• Email list (3,000 Irish emails)
• Lookalike Audience built from similar characteristics (110,000)
Creating Lookalike Audiences
Results Spend - €100
Reach – 45.5K Unique users
Website Clicks – 2083
CPC - €0.05
Shares - 121
Website leads – 5
AdvocacyAllows your audience to share your marketing:
1. Shares
AdvocacyRecommendations from Facebook user to user:
2. Tagging 3. Recommendations
The Ice Bucket Challenge
What makes people participate?
• Authenticity• Emotion• Simplicity
Brands Using UGC
Starbucks White Cup Contest
Coca-Cola Share a Coke
Campaign
SuperValu #GoodFoodKarma
Campaign
Littlewoods Ireland #LoveIt Campaign
Turning your customers into marketing assets
Loyal Customers
New VS Returning
Contribution to Revenue
Returning Customers
The KPI
iClothing Advocates
25.75% Engagement 2% Engagement
Twitter Engagement
Engagement Rate: 1.14%
Engagement Rate: 42%
Twitter Engagement
9.5% CTR 0.9% CTR
Facebook CTR
Twitter Case Study
Keys To Success
Targeting
• Website visitors• Purchasers• Cart Abandoners• Interests
Pre-CampaignSimple idea Think outside the boxChoose your goalsKnow your audienceOffer a reward if possible Custom Hashtag
During Campaign
Engage constantly Target efficientlyUtilise the authentic content Reward your brand advocates!
Post Campaign
Create an audience from participants Remarket to this audienceKeep using user generated content!
7.4% CTR6,000+ Clicks
Facebook Multi
Product Ads
Back to Sarah…..
Driving Leads from Facebook Advertising
Travel Industry Example 2: Abbey Travel Travel agents in business for over 35 yearsAbbey Street Office Specialise in Disneyland Paris Package Holidays
The “40 Yes Days” Campaign
Converting Website Traffic into Leads
Goal of campaign: Increase online booking enquiries
Converting Website Traffic into Leads
FB Audience tools: Retargeting to website visitors to specific pages on Abbeytravel.ie Lookalike audiences
Driving Traffic to Key Landing Pages
Results: PerformanceSpend - €690.14
Website Clicks – 5,700
CPC - €0.12
Shares - 56
Comments – 120
Ecommerce Revenue from Facebook AdvertisingJanuary 2014
Jan 2014 – Best month on record for Abbey Travel
January 2015
54% Increase on Disney Booking Enquiries7% Increase in E-Commerce Revenue Overall Best Month on record for abbeytravel.ie
Facebook Success Story: Travel
Key Takeaways
How to Find Audience: 1. Website 2. Email 3. Lookalike
How to Use Audience: 1. Advocacy2. UGC 3. Leads
