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Social Media Customer Acquisition Strategies
1. Customer Acquisition
Through Social Media
Mariana Rodriguez, Account Director
marodcar
mrodriguez@beebyclarkmeyler.com
Innovation in media
beebyclarkmeyler.com
2. Step 1: Define your acquisition goal
• Make a purchase
• Social action
• Increase cookie pool
• Download content
• Register/submit info
• Coupon/offer redemption
• Product trial
3. Step 1: Define your acquisition goal
What constitutes an acquisition?
ONLINE OFFLINE
Make an ecomm Register/ Make an offline
purchase submit info purchase
(retail, via phone)
Social action Coupon/offer
Redemption
Visit Your Site
(increase cookie Product trial
pool)
Download content
4. Step 2: Clearly Outline Your Campaign
1. What constitutes an acquisition?
2. Who do you want to reach?
1. How are you going to get them to take action?
6. The biggest challenge in social media
customer acquisition is putting the
right measurement plan in place.
7. Step 3: Measurement Plan
How do you measure offline success?
ONLINE OFFLINE
Make an ecomm Register/ Make an offline
purchase submit info purchase
(retail, via phone)
Social action Coupon/offer
(like, follow) Redemption Visit a store
Visit Your Site Product trial Attend an event
Download content
8. Step 3: Measurement Plan
Measuring offline success from social media customer
acquisition efforts requires a two step process
1. Non-acquisition Actions (Intermediate step)
• Visits a brick and mortar store
• Attends an event
• Downloads coupon/offer/content
2. Acquisition actions
• Makes a purchase
• Register/submit info (email, phone #, inquiry form, newsletter sign up, etc)
• Coupon/offer redemption
• Product tria
9. #1 most important part of the offline
measurement plan:
Training and tools given to those
capturing results on the ground.
10. Case Study 1: Entertainment Retailer
Challenge
An entertainment retailer understood that social media
was important to their target of moms and teens but
they had a limited presence. They wanted to build brand
awareness through social.
What is the end goal? Build prospect pool.
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11. Case Study 1: Entertainment Retailer
Solution: Social Promotion
Facebook Social Promotion which encouraged fans to submit
user generated videos for multi-tiered prizing
a. UGC videos uploaded to YouTube for the promotion
increased brand discoverability/awareness
b. Public voting encouraged sharing and increased brand
awareness
c. Celebrity partnership tapped into a new audience
base, producing a “halo effect” for the brand
d. Facebook ads to promote the event
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12. Case Study 1: Entertainment Retailer
Results:
• Increased Facebook fan base 305%
• Qualified, highly active and loyal community through
highly targeted Facebook ads and strategic partnership
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13. Case Study 1: Entertainment Retailer
Several months down the road…
Activating the community through social media with
coupons, mobile, event announcements, etc to drive
both online and in-store sales.
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14. Case Study 1: Entertainment Retailer
Results:
• Facebook referral eComm sales averaged 21%
over the average order value.
• In-store event attendance and same-day sales
and registrations exceeded expectations and
previous event benchmarks.
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15. Case Study 2: Premium Beer Brand
Challenge
With a limited budget shifted from
traditional and PR to exclusively social
media, a US importer of Belgian beers,
needed to raise awareness and
encourage trial of PALM Beer, a newly
introduced premium beer brand in the
highly competitive New York City market.
What is the end goal? Product trial.
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16. Case Study 2: Premium Beer Brand
Product Customer
Product
Discovery/ Retention
Trial
Awareness (On- &
(Offline)
(Online) Offline)
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17. Case Study 2: Premium Beer Brand
Product Product Trial Customer
Discovery/ (Offline) Retention
Awareness (On/Offline)
(Online)
• Facebook and • Facebook Event • Beer Finder
Twitter Applications Application
presence • Facebook Event (Facebook, iPho
established Ads ne, on site)
• Foursquare • Love Bus alerts
Lists • Influencer
• Influencer Invitations
Outreach
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19. Case Study 2: Premium Beer Brand
Results
• +45% increase in sales in New York City in 2011 vs. 2010
• High engaged advocates on social which has helped the
brand expand well beyond the NYC area in 2012
• Increased credibility achieved through online mentions
by influencers who had attended events/tried product
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