customer acquisition via facebook - case studies

Social Fulcrum Case Studies

June, 2014

All Recent Client Campaigns

• These are not just the best campaigns – this is all of them• We have consistently delivered this performance across industries• We need to update the numbers – some of these are even lower now

“COCA” = Cost of Customer Acquisition (sales, leads, downloads, registrations, etc.)

Informational Product Case Study

Informational Product

• Challenge:– Sexy Confidence wasn’t happy with their Facebook

Advertising vendor, since costs were rising

• Solution: – Our structured, scientific testing methodology to lower COCA– Multi-stage retargeting campaign coordinated with

Infusionsoft funnel to boost down-funnel conversion– Facebook used as primary channel

• Results (3 weeks!): – Lowered cost per lead by 32%– Raised down-funnel conversion per lead by 84%

Menswear Case Study

Menswear Case Study

• Challenge: – Root Bizzle sells subscription neckties.

They wanted to: • Identify the cost of customer acquisition• Lower the cost of customer acquisition as fast

as possible• Identify marketing messages that resonate

best with target audiences• Identify new potential audiences• Test Facebook, LinkedIn, and Adwords as

potential channels

Menswear Case Study

• Solution: –We employed our structured testing

methodology to identify and drive down the cost of customer acquisition• Test channels• Test ad images• Test ad copy• Optimize campaign based on results

Menswear Case Study

• Results (12 Weeks): – 62% Increase in Conversion

Rate• We increased the proportion of

visitors on the site who purchased by over 62%

– 82% Reduction in cost-of-customer acquisition (COCA)• Costs are still decreasing as we

optimize further

“Social Fulcrum has been a great partner in marketing and growing the Root Bizzle business. They have built a sharp, data-driven team and they are experts on performance marketing in social and search. They are all very responsive, scrappy, and willing to help and give advice across all topics at any time.” – Dan Scudder, CEO

Menswear Next Steps

• We are now working with the client to test other channels– Twitter is doing extremely well so far– Tested LinkedIn = dud– Tested Adwords = dud– Tested Google Display = dud

Fitness Website Case Study

Fitness Website User Acquisition

• Challenge:– Identify and lower COCA for new tennis-

player-matching site+app– Identify marketing messages that

resonate best with target audience

• Solution:– Employ our structured testing

methodology– Facebook used as primary channel

Fitness Website User Acquisition

• Results (30 days):– 300% increase in conversion rate– 79% reduction in COCA

B2B Products/Services Case Study

B2B Products/Services

• Challenge:– Logomix runs huge volume through

Adwords but wanted to test Facebook as a channel

–We were tasked with identifying a ballpark COCA and then lowering as much as possible

– Logomix also wanted us to use our proprietary tools to identify new audiences for them

B2B Products/Services

• Solution:– Employ our proprietary tool to build

custom B2B audiences– Employ our structured testing

methodology to drive down the cost of customer acquisition

– Primary channel was Facebook

B2B Products/Services

• Results (30 days):– 20% increase in conversion rates– 73% reduction in COCA

• We are now working with Logomix to set up a structured retargeting campaign to increase conversion rates

Other Customer Acquisition Case StudiesCampaign: Generate Sales: Targeting affluent parents

Results: Reduced cost-per-acqusition (sale) by over 90% in 12 months

Campaign: Generate Leads

Results: Reduced cost-per-acquisition (lead) by over 95% in less than 8 weeks

Campaign: Generate Users/Downloads

Results: Reduced cost-per-acquisition (user) by over 75% in less than 8 weeks

ecoVent

Testing Process - Methodology

Brainstorm:• Images• Copy• Audiences

Test Pictures Test HeadlinesTest

Audiences

Use what we’ve learned to find ideal pairings or “pockets” of opportunity

One Cycle usually takes about 1 month

Testing Process – Each Step

Setup Test Winner Scale

Loser

Replace Losers with new ideas

Methodology Example(Subscription Menswear)

• Round 1: Image Testing

• Round 2: Text Testing

• Round 3: Audience Testing:– Lawyers vs Bankers– Men vs wives looking for gifts– Geography, – Age Range– Interested in Fashion or convenience?

Winning image used as basis for next test

Winning text & image used as basis for next test

Project Phases

Discover Identify Optimize Scale

Deliverables + Timeline

Discover Identify Optimize Scale

Onboarding, Setup

Identify:• COCA• Niches• Ad Copy

Optimize COCA

Replicate on large scale

2 Weeks 4-6 Weeks

8-10 Weeks

Ongoing

14-18 Weeks

“COCA” = Cost of Customer Acquisition (acquisition = registered users, in this case)

Social Fulcrum

• Founded in 2010• Specialize in customer acquisition for

B2C companies• 8 Employees (5 FT, 3 PT)• Offices in Boston and NYC• Over 90% repeat client rate

Agile methodology, firm results.Data driven marketing to help your business reach the

tipping point.

What Makes Us Different

1. Our process is unique and has a proven track record

2. At Social Fulcrum, the people who work on our client campaigns are partners – we have an equity stake in the company, and thus a long-term stake in the success of our clients.