dm event: facebook commerce - trada
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DM Event: The Facebook Ecosystem Speaker Series
Lou KernerNiel Robertson – Trada Scissons - SyncapseNick Bellamo – 8th BridgeFebruary 22, 2012
Lou Kerner - SecondSharesNiel Robertson – Trada Nick Bellomo – 8th BridgeFebruary 22, 2012
DeMatteo Monness Event: Facebook and The Rise of Social Commerce
The Facebook Ecosystem Speaker Series: How Facebook is Driving eCommerce
Niel RobertsonFounder and CEO
Tradanielr@trada.com
Traditional Marketing Funnel
Awareness
Research
Evaluation
Purchase
The fundamentals of the Marketing Funnel are essentially the same for offline, online and social
advertising.
Google Facebook
Where the Market Thinks They Are
Facebook strives to move down the funnel, while Google moves up.
Awareness
Research
Evaluation
Purchase
Google Facebook
Where They Really Are
Awareness
Research
Evaluation
Purchase
Google Facebook Pinterest
Where They Want To Be
The Battlefield Over Domination of the Funnel!
Awareness
Research
Evaluation
Purchase
Example: Tory Burch
How Will Facebook Own the Funnel?
How Will Facebook Own the Funnel?
Awareness Friend Forwards Email
Facebook Ads
Engagement Subscribe/Opt-in Like
Convert to Buyer Offer to Subscribers
Offer to Likers
Purchase Direct from email to purchase
Direct from Facebook ad to purchase
Leverage social engagement to move users through the funnel.
Targeting and Creative are the Keys to Successful Advertising
Hypertargeting• Gives advertisers a level
of targeting you can’t get in display.
• Puts the most likely buyers in the funnel.
• Nonlinear thinking from a diverse community of Facebook experts reaches buyers tools would miss.
Trada Enables Social e-Commerce
Creative• Constantly changing creative solves the
biggest challenge with Facebook advertising: ad fatigue
• Allows advertisers to target Likers with new messaging to push them down the funnel
Trada Enables Social e-Commerce
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