#SEJSummit#Searchmetrics

Free 30-Day Trial

Instant data. Tweak strategies.

Benchmark competitors.

“We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.”Sebastian Wenzel, Webanalyticsbook

Use with

multip

le teams

• Faculty Director at Social Media Manager Pro

• Training and development for social media professionals

• Focused on creating effective and efficient systems and processes

#SEJSummit#Searchmetrics

#SEJSummit#Searchmetrics

3TAKEAWAYS

Deploy a strategic re-engagement

campaign to activate existing fans, and increase organic

reach.

Leverage lookalike audience functionality

to find and connect with new, highly-

targeted fans.

Use transaction-based, direct response invitations

to create meaningful connections between your

fans and your brand beyond social.

#SEJSummit#Searchmetrics

ENTERPRISE CHALLENGESSocial properties are often launched and then abandoned

•Lack of support from Executive Level•Lack of staff or budget within social team•Too many platforms to manage - overwhelm•Lack of expertise in a specific social focus•Rapid changes in social, leaving social media staff “out of the loop”

#SEJSummit#Searchmetrics

CASE STUDYAction Sports Clothing Retail - 600 Stores US & Canada

•90-day focus to boost their Facebook engagement, product and event marketing

•1.5 million Facebook fans with extremely low engagement

•Small staff unable to keep up with all platforms and changes in ad management techniques

•Particular interest in studying direct-to-product marketing campaigns

#SEJSummit#Searchmetrics

BASELINE KPI’SBaseline KPIs (compared to competitors/similar businesses)

#SEJSummit#Searchmetrics

KNOWNS & GOALS• Following was over 1.5 million, but not active• Well-defined customer avatar• Deep knowledge of competitors, complementary products

We created with them the following three goals to demonstrate the growth/success with managing their ads and engagement:

• Rise in “page performance” from 3% to 10%• Rise in “monthly ad value” from $4025 to $10,000• Rise in “engagement levels” from 0.0% to 0.2%

#SEJSummit#Searchmetrics

3-PRONGED APPROACH

• Audience Re-Engagement

• Audience Growth

• Direct to Product (Invitation) Marketing

#SEJSummit#Searchmetrics

PROVEN POST• Find a successful past post that is evergreen in nature

• Use this “proven post” and put an ad behind it to show it as a sponsored story.

• Target existing page likes first

• Create a separate campaign using very specific demographics collected from your insights (example: skateboarders, male, age 18-30, also likes other specific related pages)

#SEJSummit#Searchmetrics

EXAMPLE PROVEN POSTWITH ORGANIC TRACTION

#SEJSummit#Searchmetrics

ENGAGEMENT RESULTS

$.01

#SEJSummit#Searchmetrics

RE-ENGAGEMENT RESULTS• Week 1, as spend of $1500 resulted in:

Page performance = 5% (an increase of 166%)Monthly Ad Value = $12,233 (an increase of 303%)Engagement Levels = .08% (40% of initial target)

#SEJSummit#Searchmetrics

UNEXPECTED RESULTSEven a direct-to-product post can go far beyond an attempt at generating sales.

There is additional value in the other two approaches:•Exposure to new fans •Increases overall page engagement

#SEJSummit#Searchmetrics

CREATE A LOOKALIKE& CUSTOM AUDIENCES

From “Create an Audience” in either Facebook Ads Manager or Power Editor, you can create a Lookalike audience to push ads toward.

2 ways to accomplish this:

1) Conversion Pixel - Place a conversion pixel on a page on your website where users take an action. Facebook will create an audience that most closely match the users that have fired the conversion pixel.

*If you have 100 people with your conversion pixel, Facebook can find you about 1,000,000 more that closely match those people.

OR

#SEJSummit#Searchmetrics

LOOKALIKE AUDIENCES2) Custom Audience by uploading a customer email list, Facebook can

match those email addresses to Facebook profiles and create a lookalike audience based off your customer list.

• Brand had multiple email lists segmented by purchases

• Importing these lists into Facebook, we had a unique opportunity to place targeted ads in front of customers we not only knew had purchased, but we also knew exactly what they purchased.

#SEJSummit#Searchmetrics

LOOKALIKE AUDIENCES• This very close targeting allowed us to create meaningful connections

between the fans and the brand because our ads could speak directly to them and their specific relationship with the brand

• Example: Our Team split tested one ad to our Nike buyers and the same ad to a lookalike audience for our Nike buyers.

#SEJSummit#Searchmetrics

AUDIENCE GROWTH

$.08

#SEJSummit#Searchmetrics

LOSING AD

$14.82

#SEJSummit#Searchmetrics

WINNING AD

$10.75

#SEJSummit#Searchmetrics

MEASURING EACH STEP OF THE WAY

Our team is crazy about analytics and we consistently test against the new control, refining as we go. We configure each set as a new campaign to keep results as clean as possible.

Split test the following variables profusely:•Image•Targeting•Headline•Copy

Looking for:Highest click-through rateLowest cost-per-actionRelevance Score

#SEJSummit#Searchmetrics

3TAKEAWAYS

Deploy a strategic re-engagement

campaign to activate existing fans, and increase organic

reach.

Leverage lookalike audience functionality

to find and connect with new, highly-

targeted fans.

Use transaction-based, direct response invitations

to create meaningful connections between your

fans and your brand beyond social.

#SEJSummit#Searchmetrics

Twitter @katebuckjr

Linkedin in/katebuckjr

Google+ +katebuckjr