knewledge presentation on the safeshops café 12th february - lindemans brewery

SAFESHOPS CAFÉ 12-02-2015

Direct selling through Social? Sure you can!

HI…….MY NAME IS @WOUTERSCHIKHOF

Performance Marketing

is about understanding the

customer’s journey and

online (media) behavior to

build an effective digital

media strategy that

increases overall results!

Paid channels - ROI index

TV

RADIO

SOCIAL

VIDEO

DISPLAY

PAID SEARCH

AFFILIATE

E-MAIL1

2

3

4

5

6

7

8

TV and Radio are

awareness and

activation tools they

rank low on ROI

efficiency because of

reach and media

investment

Social, video and

display are

influential channels

that create different

touch points in the

customer journey.

They have a

significant impact on

awareness, brand

preference and thus

assisted

conversion.

Paid search,

affiliate and e-mail

are highly targeted

and relatively low on

cost. These channels

are in most cased the

last touch point

before conversion.

8 = Lowest ROI; 1 = Highest ROI

Uuuh…I don’t get it….?

You said, we can sell to social...,right?

Yes, we can!

Spend your money wise so:

1. Identify touch points of social media in the customer journey,

2. Analyze & define your target audience,

3. Use targeting tactics per audience,

4. Get the right ad format to right audience, (and adjust your message of course!)

5. Extend your reach.

Touch points in the journey

( )

Sa

les

Cyc

le s

tag

e

Time lapse to

Purchase

Analyse & define target audience

Use demographic data from Google Analytics

Details on target audience characteristics and the most valuable segments

Analyse & define target audience

Analyse affinity categories

Customers with a certain interest (lifestyle) are more likely to convert than others!

Use targeting tactics per audience

( )

Mid funnel

Potential customer (visited your

website)

Upper funnel

Your target audience

Sal

es C

ycle

sta

ge

Time lapse to

Purchase

Lower funnel

New customer / Existing

customer

Mid funnel

Target audience (never visited your website)

Audience targeting in Facebook

Demographics / Interest,1

3 Look-a-like -> Custom audience, Conversion Tracking or a FB

pages you manage.

Custom audience -> website -, app, - or CRM data,2

Use targeting tactics per audience

Mid funnel


website)

Mid funnel


Fans are excluded from the campaigns

Customer acquisition (not fan of

your page)

Demographic &

Interest category

Look-a-like

audience

Remarketing (not bought) based

upon custom audience data

Push strategy Pull strategy

Lower funnel

New customer

Lower funnel

Existing customer

Customer loyality (fan of your page)

Remarketing / custom

audience (exclude buyers)

Custom audience

(target fans (that bought))

Up- cross sell strategy

Facebook campaigns with a sales

goal

Select the right ad formats

Video

views

Page

Likes

Page Post

Engagement(video/photo/text

)

Event

responses

Clicks to

website

Website

conversion ( Links /

Products)

Offer

claims

Multi-

product

ads

App

Installs *

App

Engagement

*

Strategy Goal

Desktop - Right Hand Side

Desktop - Newsfeed

Mobile Newsfeed

Brand

Awareness

Max.

Impressions

Max. reach

EngagementEngagement

Interaction

Conversion

Online sales

Lead

generation

* App installs ads target newsfeed. RHS only for desktop apps.

Right ad format to right audience

Exclude fans through advanced connection targeting

Campaigns with a

sales goal

Mid funnel


website)

Mid funnel


Customer acquisition (not fan of

your page)

Push strategy Pull strategy

Conversion ads(Newsfeed / RHS)

Conversion & offer ads

(Newsfeed / RHS)

Conversion & offer

ads

(Newsfeed / RHS)

Lower funnel

New customer

Lower funnel

Existing customer

Customer loyality (fan of your page)

Up- cross sell strategy

Conversion & offer

ads

(Newsfeed / RHS)

Conversion more likely to be

driven by “Branded Search”

This all may avoid this….

Extend your reach

Retargeting

Advertisers

Ad ExchangesDoubleclickRubicon Microsoft Improve DigitalAppnexus Facebook

Publishers

(websites)

Extend your reach

Facebook ads - Cases

Case study – C&A

General situation• Retail under pressure -> Increase in online sales

• Deploy multichannel approach -> direct selling online.

• Goal is to attract new customers online!

About C&A?• 1.575 shops in Europe.

• Also Active in Mexico, China and Brazil Our assignment for

Belgium / Luxembourg / France

Grow online sales -> optimizing channels

on performance (ROAS)

Case study – C&A

Target audience Targeted placementWebsite

conversion adsAd Examples Ad variation

Demographic &

Interest category

targeting:

NL/FR Women

Aged between 16-65

with an interest in:

- Beauty

- Clothing,

- Fashion,

- Accessories,

- Shopping…

Desktop - Newsfeed

Desktop - Right Hand

Side

2 versions of each

visual with different

call to action/titles in

both NL & FR

3 versions of each



both NL & FR

Case study – C&A

Global performance figures:• Avg conversion rate: 2,95%

• Avg cost per sale: 11,17 €

• Global ROAS: 265%

Global campaign figures:

49.124.670 Total Impressions

70.162 Total clicks

0,14% Avg. CTR

0,33€ Avg. CPC

Case study – C&A

Case study – C&A

• Dutch speaking audience converts more easy,

• But the average order value is higher in the French speaking audience!

Case study – J&Joy

General situation• Retail under pressure -> Increase in online sales

• Direct selling online -> Increase sales period!

• Goal: drive people online to buy directly in the e-shop!

Who is?• Belgian fashion Brand,

• Distributes and own shops

• Active in 16 countries worldwide.

Our assignment for Belgium and Luxembourg (FR)

Drive online sales at positive return

-> Sales period!!


Target audience Targeted placementWebsite conversion

adsAd Examples Ad variation

Demographic &

Interest category

targeting:

FR Women

Aged between 18-50

with an interest in:

- Childeren’s Clothing,

- Clothing,

- Fashion,

- Online shopping

Accessories.

- Competitive brands!

+

2 custom

audiences

- People that converted

in the last 30 days,

- People that visited the

“Solden” Page.

Desktop – Newsfeed

Desktop - Right Hand

Side

Mobile - Newsfeed

3 versions of each



both NL & FR

2 versions of each



both NL & FR

2 versions of each



both NL & FR


Global performance figures:• Avg. conversion rate: 0,72%

• Avg. cost per sale: 19,15 €

• Global ROAS: 74%

Global campaign figures:

6.556.952 Total Impressions

34.291 Total clicks

0,52% Avg. CTR

0,14€ Avg. CPC


• Desktop Newsfeed -> sales driver at lowest CPA/CPS

• RHS -> Highest CPA lowest conversion volume - > better for branding (?)

Desktop Newsfeed ads – conversion driver 1

3 Mobile newsfeed ads – 2nd conversion driver

5 take-aways

Desktop RHS ads – better for Branding2

4 Average CPA/CPS low – compared to for ex. SEA

5 You can drive sales at positive ROAS

Questions?

K N E W L E D G E L U X E M B O U R G

4 , R U E D ’ A R L O N

L - 8 3 9 9 W I N D H O F

+ 3 5 2 2 6 3 0 8 7

K N E W L E D G E B E L G I U M

W I T T E PAT E R S T R A AT 4 , R U E D E S P È R E S B L A N C S

1 0 4 0 B R U S S E L - B R U X E L L E S

+ 3 2 2 8 8 0 4 0 8 4

[email protected]

knewledge presentation on the safeshops café 12th february - lindemans brewery

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