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How To Keep Your Facebook Holiday Campaigns Off The Naughty List

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This year, nearly $650 billion in holiday revenue will be up for grabs, with social media playing a larger role than ever to influence what people decide to purchase, and with whom to do their shopping.

To help you drive your sales home for the holidays, we've broken down some of the most important strategies that marketers can employ to keep their campaigns off the naughty list, and on the path to success.

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How To Keep Your Facebook Holiday Campaigns Off The Naughty List

  1. 1. Holiday Advertising for Retailers on Facebook NAUGHTY NICE How to Keep Your Campaigns Off the Naughty List presented by brandnetworks
  2. 2. In 2013, holiday sales rang in at $601.1 BILLION. This year, they’re projected to increase another 8%. Let It Grow! Let It Grow! Let It Grow! www.bn.co
  3. 3. That’s nearly $650 billion up for grabs this season. To stay on their companies’ nice list, marketers will need to snag their fare share of these seasonal dollars. www.bn.co
  4. 4. E-COMMERCE WILL PLAY A BIG ROLE Average e-commerce order value increased by 13.96% to roughly $166 Between Thanksgiving and Cyber Monday, 33% more purchases were made on leading retailers’ websites LAST YEAR: 3x 166$ www.bn.co
  5. 5. YOUR NAME YOUR NAME YOUR NAMEYOUR NAME YOUR NAME Facebook accounts for 55.18% of upstream traffic from social sites to retailers sites 30% of Facebook users have purchased an item in store after sharing or liking it And 28% have purchased an item online after sharing or liking it Facebook boasts an average order value of $102.59 E-COMMERCE FUELED BY FACEBOOK www.bn.co
  6. 6. practices for your seasonal Facebook campaigns. To help you DRIVE RETAIL SALES HOME FOR THE HOLIDAYS, we’ve created a list of Naughty & Nice NAUGHTY NICE www.bn.co
  7. 7. LAUNCHING ADS IMMEDIATELY BEFORE BLACK FRIDAY, THEN STOPPING CAMPAIGNS WHEN THE HOLIDAYS ARE OVER NAUGHTY www.bn.co
  8. 8. Create early awareness and drive traffic to your site. Track and re-market to these visitors later on. Be ready to address potential issues and opportunities. Adjust ads later in the day, when hot items have already sold out. Revert back to an always-on strategy to continually promote products and sales. Roughly 3/5 of people receive holiday gift cards. Keep campaigns rolling after the holidays to target these late spenders. HAVING A PLAN BEFORE, DURING, & AFTER THE HOLIDAYS 1-2 MONTHS PRIOR TO BLACK FRIDAY THANKSGIVING & BLACK FRIDAY BLACK FRIDAY THROUGH THE HOLIDAYS AFTER THE HOLIDAYS NICE www.bn.co
  9. 9. USING THE SAME PRODUCT IMAGERY & COPY THAT YOU’VE BEEN US- ING THROUGHOUT THE YEAR NAUGHTY www.bn.co
  10. 10. SKIMMABLE CONTENT Group products in a way that’s easy for overwhelmed shoppers to digest. For example: “Gifts for her,” “Steals under $15,” and “Seasonal Sweaters.” TAILORING COPY & CREATIVE SPECIFICALLY FOR THE HOLIDAYS SEASONAL CONTEXT Dress your content in it’s “holidays finest.” Sympathize with seasonal stress, and embrace the spirit of “giving” rather than “buying.” EXCLUSIVE OFFERS Free shipping and online- only discounts (68% and 58%) drive users to buy online. Let user’s know why now is the time to get the best deal. NICE www.bn.co
  11. 11. ONLY RE-MARKETING TO USERS WHO PLACE AN ITEM IN THEIR SHOPPING CART, OR VISIT YOUR CHECK-OUT PAGE NAUGHTY www.bn.co
  12. 12. Sweaters You’ll Love! Watches 25% off now! Place Website Custom Audiences pixels on the landing pages for each product vertical you offer, then pair your ads with unique targeting and creative. CAPTURING & REMARKETING TO USERS THROUGHOUT THEIR ONLINE EXPERIENCE Browse Sale Shoes Now NICE www.bn.co
  13. 13. ASSUMING CUSTOM AUDIENCES ARE REACHING A LARGE ENOUGH USER BASE NAUGHTY www.bn.co
  14. 14. FINDING LARGER RELEVANT AUDIENCES WITH LOOKALIKE AUDIENCES Extend the reach of lookalike audiences by matching them to the top 10% of Facebook users. Then, layer interest and behavioral targeting on top of this wide initial user base to trim size. NICE www.bn.co
  15. 15. FOCUSING ALL OF YOUR EFFORTS ON DESKTOP SHOPPERS NAUGHTY www.bn.co
  16. 16. Use images designed for the small screen, reduce copy, and drive to mobile-friendly sites. Prevent lagging load times by targeting 3G users or higher for link or video posts. OPTIMIZE CAMPAIGNS FOR MOBILE & DESKTOP SHOPPERS Cyber Monday mobile traffic jumped 53.19% last year Since 2012 Black Friday mobile traffic to retail sites is up 89.46% 2013 Mobile sales were over $1B for Thanksgiving - Cyber Monday NICE www.bn.co
  17. 17. MANUALLY MANAGING ALL ASPECTS OF YOUR CAMPAIGN NAUGHTY www.bn.co
  18. 18. Email Actions: Whenever a user receives, opens, or clicks an email - serve them a similar ad. Product Surplus: This years “hottest” toy isn’t selling as fast as you thought it would. Trigger ads that show mom what she’s missing. In-store Traffic Drop: Use geo-targeted Unpublished Page Posts to scale messaging to markets with low in-store traffic. USING AUTOMATION TO REDUCE WORKLOAD & CREATE GREATER CONTEXT FOR YOUR CONTENT NICE www.bn.co
  19. 19. Even the “nicest” of advertisers still need a little help creating holiday magic on Facebook. For even more tips and tricks to help you drive holiday sales with Facebook, download our complimentary ebook : The 2014 Ultimate Guide to Holiday Advertising on Facebook DOWNLOAD The Ultimate Guide to Holiday Advertising on Facebook

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