The organic reach for brands’ content on Facebook is declining. Marketers now reach just 6% of their fans on Facebook organically! Marketers may spend more money to promote branded content but that would further reduce their social ROI.
Brands should instead focus on generating word-of-mouth promotion by enabling C2C interactions promoting the brand. Getting customers to talk about your brand, share their purchases, and write social reviews is the key to a profitable social media strategy. Turning customers into social brand ambassadors is the ultimate social objective marketers.
3. @HubSpot
@ShopSocially
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
4. @HubSpot
@ShopSocially
Comprehensive Social Commerce Platform
Started in 2010
150+ Brand name customers
Focused on generating ROI
LinkShare
Technology
Genius Award
Most promising
private companies
2013
Featured in a recent
Social Commerce
case study
Top Startup
Award
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
5. @HubSpot
@ShopSocially
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/
12. Fewer than 15% of ads leverage social data
FB display ads are significantly less effective than display ads at other
sites
13. @HubSpot
@ShopSocially
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
14. @HubSpot
@ShopSocially
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!!!
17. @HubSpot
@ShopSocially
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!
19. @HubSpot
@ShopSocially
Fake Likes originating from Like-Farm countries
Google (16M Likes), Apple (11M Likes) are most popular in Dhaka
Source: EDGERANKCHECKER study
20. @HubSpot
@ShopSocially
“I want to connect the world”: Mark Zuckerberg
Platform designed for C2C interaction
Newsfeed is private space of users; B2C push is less effective
21. @HubSpot
@ShopSocially
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
27. @HubSpot
@ShopSocially
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
31. @HubSpot
@ShopSocially
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
’
32. @HubSpot
@ShopSocially
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
34. @HubSpot
@ShopSocially
By the end of 2015, 50% of new retail customer identities will be
based on social network identities
Source: Gartner research
41. @HubSpot
@ShopSocially
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
44. @HubSpot
@ShopSocially
$19.15 revenue generated from
each post
15% overall revenue uplift –
measured through a rigorous A/B
testing
How about Beretta AXR 100? Bought it
yesterday. Feels great and amazing to shoot.
Check my Facebook post?
47. @HubSpot
@ShopSocially
Facebook post is shared with all friends – leading to social discovery
Each post drives 4-5 click-throughs and 10-15 view-throughs