is facebook failing marketers or are marketers failing to leverage facebook? - hubspot +...

Jai RawatCEO

ShopSocially@ShopSocially

Mike EwingServices Program Manager

HubSpot@HubSpot

@HubSpot@ShopSocially

For Q&A

Tweet using #fbecom handle

Or use the chat panel


Inbound Marketing SaaS founded in 2006

10,000+ customers in 52 countries

All-In-One Marketing Software Including Revenue and Order Management

Abandoned Cart & Pre-transactional E-Commerce Nurturing


Comprehensive Social Commerce Platform

Started in 2010

150+ Brand name customers

Focused on generating ROI

LinkShareTechnology

Genius Award

Most promising private companies

2013

Featured in a recent Social Commerce

case study

Top StartupAward

Ask-a-Friend

Refer-a-Friend

Get-a-Fan

Social Connect

Social Login

Viral Offer Sharing

Viral Flash SaleShare-a-Purchase

Share-on-Mobile

Shopping Community

Product StoriesSocial SEO

Share-and-Win

Get-an-Email


What is your role?1.E-Commerce Expert

(I carry out E-Commerce strategy)

2.Social Media Marketing Specialist (I run Social Media)

3.Boss (I make decisions)

4.Geek (I code)

5.Other

If you chose (2) and haven’t tweeted about our webinar yet, your vote will be invalid!

Source: http://geek-and-poke.com/

http://geek-and-poke.com/







Is Facebook Failing Marketers?

Why Marketers are Failing to Benefit from Facebook?

Seven Successful Strategies


OrganicReach

Paid Reach

1 2


Source: social@Ogilvy study

Organic reach of content published on brands’ Facebook Pages is down to 6%

For Pages with more than 500,000 Likes, organic reach is a dismal 2%

http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/


Step 1. Spend money to acquire Facebook Fans

Step 2. Now spend more money to reach these fans


OrganicReach

Paid Reach

1 2

Fewer than 15% of ads leverage social data

FB display ads are significantly less effective than display ads at other sites


What has been your experience with Facebook ads?

a. Never tried

b. Tried but no longer running

c. Currently running but ROI is poor

d. Currently running and happy with ROI


Chorus of angry rants from brands superbly led by this now-famous “Breakup Letter to Facebook” from Eat24

Relationship status between Facebook and Marketers:

It’s Complicated!!!

http://blog.eat24hours.com/breakup-letter-to-facebook-from-eat24/


Why are Marketers Failing to Leverage Facebook?


’

Imagine you are a sports team. Who would you qualify as fans?

Like us to win a free ticket


Like buying results in poor quality fans, worse many of these are simply fake

Lack of engagement from poor/fake fans brings down organic reach & makes promoted posts more expensive!


Which country leads the Apple fanbase on Facebook?

a. USA

b. UK

c. China

d. Bangladesh


Fake Likes originating from Like-Farm countries

Google (16M Likes), Apple (11M Likes) are most popular in DhakaSource: EDGERANKCHECKER study

http://edgerankchecker.com/blog/2014/04/providing-stats-metrics-to-the-eat24-facebook-discussion/


“I want to connect the world”: Mark Zuckerberg

Platform designed for C2C interaction

Newsfeed is private space of users; B2C push is less effective


An average Facebook user has 1500 eligible posts in feed every day

For users with lots of friends, this number can go up to 15,000

Remember – average time spent daily on Facebook is 18 minutes!

Facebook’s algorithms rightfully pushes content which user would want to interact and engage with

Sources: TechCrunch, Statistic Brain

http://techcrunch.com/2014/04/03/the-filtered-feed-problem/

http://www.statisticbrain.com/facebook-statistics/


SocialOutreach

Email Marketing

Registration

SEO Conversion

Customer Acquisition

Social Proof

Ads


Section III

Strategies for Generating Positive ROI from Facebook


SocialOutreach

1995: Email2014: Fans & Followers

Email Marketing

Registration

SEO

Conversion


Social Proof


Like us to win a free ticket


Onsite Like-gated fan acquisition widget


High quality fans : familiar with the brand, interested in their products

Onsite : users never leave the site

Higher conversion: ‘earning’ coupon makes it more valuable


15,000+ real & high quality Facebook fans acquired in short span of time

33.28% sales conversion rate for Facebook fans


Email Marketing

1995: Email Acquisition

2014: Profile Acquisition

Social

Registration

SEO

Conversion


Social ProofOutreach


’

Encouraging users to do a Facebook Connect


Capture rich profile data e.g. name, email, b’day, interests & location

Pre-verified email address means coupon can be delivered inline rather than sending users away from the site to their inbox

’


29.79% Sales conversion rate for users getting personalized communication

Overall revenue uplift of 8%

670% ROI

’

Name

Email

Birthday

Gender

Location

Friend Graph

Interests


Registration

1996: User Id - Password2014: Social Login

SocialOutreach

Email Marketing

SEO

Conversion


Social Proof


By the end of 2015, 50% of new retail customer identities will be based on social network identities

Source: Gartner research

http://www.gartner.com/newsroom/id/2326015


88% of consumers have encountered social login before

51% of consumers using social login


SEO

2005: backlinks, keywords

2014: social signals

SocialOutreach

Email Marketing

Registration Conversion


Social Proof


Source: searchmetrics

http://www.searchmetrics.com/en/services/ranking-factors-2013/


Thenupdated

10/16/2012

Nowupdated

05/27/2013

Google has officially replaced ‘back links’with ‘sharing’ as the key SEO driver

Source: http://goo.gl/VxcHFR

http://goo.gl/VxcHFR


Conversion

1998: visitor -> buyer

2014: buyer -> brand ambassador

SocialOutreach

Email Marketing

Registration

SEO


Social Proof


Proactively encourage users to share their purchases from your site

Leverage points of highest customer delight in purchase flow:

• Completion of purchase

• Delivery of product


Customers encouraged to showcase purchases just after online transaction


Case Study: Beretta USA

Shoppers encouraged to take a ‘selfie’ and share it before exiting the physical store


$19.15 revenue generated from each post

15% overall revenue uplift –measured through a rigorous A/B testing

How about Beretta AXR 100? Bought ityesterday. Feels great and amazing to shoot.Check my Facebook post?


Customer Acquisition2005: Search

(demand fulfillment)2014: Social

(demand generation)

SocialOutreach

Email Marketing

Registration

SEO

Conversion

Social Proof


User like the product and share it on Facebook with a comment


Facebook post is shared with all friends – leading to social discovery

Each post drives 4-5 click-throughs and 10-15 view-throughs


Gallery of user-comments facilitates social discovery and customer acquisition

https://www.facebook.com/StarTrek/app_399224775146


Social Proof2006: Product Review2014: Real time buzz, photomonials

SocialOutreach

Email Marketing

Registration

SEO

Conversion



Social Proof from Real People on Product Pages


Real Time View of User Generated Photos Shared on Instagram, Twitter etc.


SEO

2005: backlinks, keywords

2014: social signalsConversion

1998: visitor -> buyer

2014: buyer -> brand ambassador

Customer Acquisition2005: Search

(demand fulfillment)2014: Social

(demand generation)

Social Proof

2006: Product Review2014: Real time social buzz, photomonials

SocialOutreach

1995: Email2014: Fans & Followers

Email Marketing

1995: Email Acquisition2014: Profile

Acquisition

Registration

1996: User Id/ Password2014: Social Login

• 15-20% Increase in conversion rate• 7-10x ROI• 10-15% Incremental Traffic


Thanks

Q&A?

[email protected]

http://shopsocially.com

mailto:[email protected]

http://shopsocially.com

is facebook failing marketers or are marketers failing to leverage facebook? - hubspot +...

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