A presentation at OMMA Social
Justin Kistner's presentation:
Fortune 100 companies had an average 23.02% drop in traffic between Nov. 2009 and Nov. 2010. This is adapt or die.
Facebook fans vs. monthly site visitors: if only 10% of Coke's Facebook fans were active in any give month, there would be 10 times their current monthly web traffic.
Fans are customers looking for deals, news, and community. 84% are existing customers. 83% want exclusive offers and benefits. 36% buy MORE after becoming a fan.
Think of your Facebook fan page as a loyalty program that nurtures existing customers.
- A study of 11k Facebook campaigns showed:
- .05% average CTR of ads to acquire fans - half the industry standard for banner ads
- .35% average CTR of ads to existing fans - targeting ads at existing fans - 7x clickthrough rates
After first month, 1 to 10% of fans visit Facebook store once a month.
Wall post best practices
- 2 to 4 per week
- Experiment with promotions, audience targeting, images, specific merchandise categories
Facebook stores engage visitors
- Average earned media reach to friends of fans equals 20% of fan base
- Average 17% social engagement rate (likes and share per visitor)
- Average 5.8 page views per visit
- Conversion rates of 2-4% on par with ecommerce sites (av. 3.4)
Success as an ecommerce channel requires great stores and great marketing. Consistent wall posts dive traffic and awareness and build an organic base of users. Early adopters will be rewarded with a long-term, meaningful ecommerce channel.
Eric Ludwig's presentation
"Be a scientist, challenge believe systems and be agile (or choose to have a lame career."
Facebook looks like the most amazing database marketing platform ever developed. CRM is back!
You can have two-way conversations - if you have the wrong customers for your brand [as fans], they are typically the ones that will post non-positive comments.
Tips for testing and sales growth
- Test copy for use in email, display, and call center scripting. Use CTR as proxy for likely success.
- if you have call center support, make your 800 number available and prominent. A good portion of buyers will not convert without it.
- Drive them off Facebook. If you have special pricing options available in other channels, use Facebook to promote those response vehicles. Soft sell - mostly.
- Bonus tip: make up words - cranialvascular health. [Good for SEO.]
- ROI: Facebook increases lead collection and downstream conversions through CRM (Email is BACK!).
Facebook advertising tips:
- Friends of fans targeting is a must. They are natural lookalikes.
- Image first, then copy. Facebook is a platform of emotion vs. other platforms, Google, etc. Look for resonance with targets.
- Change creative often to avoid ad fatigue.
- Really think about the writing.
- The wall is a place for your fans to interact -- a community space
- Questions get a ton of interactions
- Interactions on promotions are much lower; this lowers your post quality score. Then your reach goes down because the Facebook algorithm stops putting you in your fans' feeds