kenshoo social exec briefing munich
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Kenshoo social exec briefing - MunichTRANSCRIPT
Kenshoo: Proprietary and Confidential Information Kenshoo: Proprietary and Confidential Information Kenshoo: Proprietary and Confidential Information
Executive Breakfast Briefing - Munich March 12, 2014
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Agenda About Kenshoo
Social Advertising Benefits
Key Imperatives
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About Kenshoo
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The Kenshoo Solution – Search + Social
Closed-loop Targeting. Universal Integration. Dynamic Attribution.
Predictive Analytics.
Infinite Optimization.
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Kenshoo: “The Sole Leader”
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with
exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.
Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13
Search Social
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Why Social Advertising?
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Marketer Challenges
1.
2.
3.
4.
How do I drive sales and revenue with social media?
How can I apply what I know across channels, like search?
How do I prove success in driving brand awareness?
How do I ensure I give proper credit to each ad?
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Drive Sales & Revenue with Social Media
• Leverage social media as a direct response channel
• Drive significant, demonstrable ROI from social media
Have Bebstore case study graph and Q4 data
charts in design queue
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Make Your Search Work Better
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The Power of Search and Social for Driving Discovery
Social Ads And Word Of Mouth Play A
Leading Role In Driving Discovery
Most Buyers Follow A Four-Stage
Customer Life Cycle
Source: “Win The Social Marketing Measurement Game,”
Forrester Research, Inc., November 21, 2012
Source: “Win The Social Marketing Measurement Game,”
Forrester Research, Inc., November 21, 2012
“Which of the following ways do you typically discover or
find out about new products, brands, or services?”
Discover Explore
Buy Interact
41%
34%
33%
31%
26%
22%
22%
20%
18%
18% 18%
11%
Seeing ads on social networks
Internet searches via search
engines
Reading/posting messages on
social networks
Receiving ads via email
Other/general browsing on
the internet
Watching online videos
General online ads
Through coupon apps/services
Reading blogs
Through online recommendations
from retailers based online
shopping behaviors/preferences
Through shopping applications
(“apps”)
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Drive Brand Awareness and Interaction Throughout the Funnel
Facebook Ads & Sponsored Stories
Homepage, Newsfeed, Right Side
Mobile, Tablet, Desktop
Facebook Exchange (FBX)
Display Retargeting
Search
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Give Proper Credit with Multi-touch Attribution
black pumps
Shoes.com
Looking for black pumps?
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Shoes.com
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
$ $ $
Shoes.com
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Facebook Valued as Much as 30% Higher by Marketers Using Attribution Models other than Last Ad
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Dynamic Attribution – How it Works
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
black pumps
$ $ $
shoes.com
$ $ $
Looking for the perfect
handbag to match?
Find the hottest
combos on
Shoes.com
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Dynamic Attribution – How it Works
black pumps
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
17%
30%
43%
10%
shoes.com
$ $ $
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Dynamic Attribution – How it Works
black pumps
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
shoes.com
Looking for the perfect
handbag to match?
Find the hottest
combos on
Shoes.com
$ $ $
4%
8%
18%
5%
65% $ $ $
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Key Imperatives
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Harness the Power of Demand Signals
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The Direct Response Marketer’s Challenge
P R O B L E M
• You know which inventory items perform well & are trending on your website
• Your search campaigns tell you how people respond to ads for those items
• Competition on search - competing for customers, driving up CPCs, limiting your
reach & decreasing your ROI
• Need new ways to extend your reach quickly and easily and drive demand & increase
revenue at an effective ROI
S O L U T I O N
Demand-Driven Campaigns An automated solution to leverage performance data from your inventory systems or
your Search Product Listing Ad (PLA) campaigns to identify top performing/trending
inventory items and quickly promote them to new and existing customers on Facebook.
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Extend Your Reach & Drive Additional Sales with Native Facebook & FBX Advertising
Native Facebook Ads
Extend reach to find new customers Top Performing Products in PLA
Wilson One BLX
Clicks: 108,110
CVR: 4.32%
ROI: $8.75
Babolat AeroPro
Clicks: 248,461
CVR: 5.65%
ROI: $6.92
Facebook Exchange (FBX) Ads Retarget website visitors that didn’t check out
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Build High-Performing DR Facebook Campaigns in a Few Simple Steps
Select product
category and brands,
# of products, and
performance criteria
Define dynamic
parameters for ad
headline and body copy
Set your desired
audiences & other
targeting parameters
1 2 3
Use Google PLA or backend e-commerce platform feed with performance/trend data
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1
2
3
Goal: Increase performance and efficiency
Drive demand & revenue while decreasing time
spent creating and managing campaigns.
Connect to advertiser inventory system
Identify trending and high performing
products by revenue and reviews
Create native Facebook campaigns
Quickly build product-specific campaigns based
on performance signals and drive demand
Case Study: Major Apparel Retailer
96.5% higher CTR
21% lower CPC
106% more sales
220% higher CVR
356% higher ROI
4x time savings
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Discover New, Relevant Audiences
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Custom Audience Targeting
• Leverage existing database to target
users on FB by email addresses, phone
numbers and FB UIDs
• Utilize all ad types (page posts,
sponsored stories, social ads and web
ads) while targeting defined custom
audiences
• Increase both life-time-value of a
customer and customer retention
through advertising based on product
life cycle and purchase patterns
• Audience expansion & look-a-like based
off of CRM data
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Kenshoo Social Audience Reach Engine
Patent-pending algorithmic solution
• Suggestions built in real-time based on relevancy, affinity and expansion objectives
Choose the right audience
Extend your reach
Improve results
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Take Advantage of the Facebook Exchange
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How does retargeting work?
Users arrive to
advertiser’s site
Users visit pages on
site, and leave
without converting
Users visit Facebook,
and see a retargeted ad
for the specific brand
1 2 3
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FBX: Biggest direct response channel behind search
• Highly-relevant ad
experience
• 3x the inventory of
Display networks
(~45B daily
impressions)
• 13 min. per user spent
on Facebook each day
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FBX Ads optimized to drive conversions
LINK PAGE POST ADS
• Newest FBX ad format
• Large clickable space, entire image and
text box area link offsite
• 6–12X CTR versus Domain Ads
• Social context and viral engagement for
likes, comments & shares
• Newsfeed & Right Hand Side placement
• Original FBX ad format
• Static or dynamic, feed-based creative
• Significant available inventory
• Right Hand Side placement only
DOMAIN ADS
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How much is an individual customer worth in retail?
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Different signals act as proxy for user value
Search ad click for “tennis racket”
View several product pages
Exit site
Visit Facebook
Visit Shopping Cart
PLA Click
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Kenshoo layers on additional data from search
Exit site
Visit Facebook
Visit Shopping Cart
View several product pages
PLA Click
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
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PLA Click
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55
How much is an individual customer worth?
Exit site
Visit Facebook
Visit Shopping Cart
View several product pages
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
$1.75 CPM
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Re-Engage in FBX using Search & PLA Data
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Leverage dynamic ads to drive success
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Leverage dynamic ads to drive success
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Leverage dynamic ads to drive success
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Integrate Paid, Owned, and Earned Media
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The conversion attribution solution from Kenshoo
Social & Shoutlet allowed the Zappos team to
create and amplify synergies between our paid
and owned social media strategies.
Integrate owned & paid social marketing initiatives
C H AL L E N G E
• Measure bottom-line impact of owned media on sales & revenue
• Identify best performing page posts to amplify with paid ads
B U S I N E S S I M PAC T
• Attribute sales to organic posts
• Optimize posts to revenue goals
• Maximize ROAS of paid ads
K E N S H O O S O L U T I O N
• Kenshoo Social Attribution Solution
- Graham Kahr, Social Scientist
- Zappos “
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Owned and Earned Media – Symbiotic Investment
Looking for black pumps?
Find them on
Shoes.com
Shoes.com
November 5
hurry! Enjoy an extra 25% off of our
sale items in store and online.
Like • Comment • Share
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Don’t underestimate the value of owned media and its impact on conversions and revenue
Case Study: Major US Retailer
Conversions & Revenue Attributable to Owned Media Posts
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
0
20
40
60
Conversions Revenue
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Invest in Mobile
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M O B I L E AP P AD S
Create, manage and optimize mobile
app install and mobile app engagement
and conversion ad campaigns
M O B I L E M E AS U R E M E N T
Integrate Kenshoo mobile
measurement to track in-app
conversions or use a 3rd party mobile
measurement partner (MMP) like
Facebook, HasOffers, etc.
L I F E T I M E VAL U E
Measure and report lifetime value of your
mobile app ads to identify, target and
convert your top audience segments
Drive mobile app installs, in-app conversions and maximize lifetime value