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A Guide to Facebook Advertising and Social Media Strategy

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Social media has evolved and social ads are becoming an increasingly efficient lead source. This slideshare is a presentation from a social media advertising workshop and covers an introduction to sales funnels, how to start a conversion funnel analysis, Facebook conversion pixels, Facebook custom audiences, tips to increase your conversion rate, and Facebook remarketing.

Originally posted here: http://www.galvanize.com/blog/facebook-advertising-and-social-media-strategy/

Publicado en: Marketing
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A Guide to Facebook Advertising and Social Media Strategy

  1. 1. SOCIAL MEDIA ACQUISITION Who are your customers? How do you find more of them?
  2. 2. Before you can acquire more customers efficiently, you need to understand your customer lifecycle
  3. 3. SUCCESS what people think it looks like what it actually looks like
  4. 4. YOUR CUSTOMER LIFECYCLE what people think it looks like what it actually looks like
  5. 5. FUNNEL 101 ASK THE QUESTIONS
  6. 6. Turn Your Business Questions How do your customers find you? What does your funnel look like? How long from stranger to customer? What’s their customer experience in that same time period?
  7. 7. Into Data Questions What percentage of leads are coming from which source? Does time in funnel affect conversion rate? What percentage of new leads are customer referrals? What percentage of your business is repeat business?
  8. 8. What are your business questions?
  9. 9. How can you turn them into data questions?
  10. 10. MAP YOUR FUNNEL ANSWER THE QUESTIONS
  11. 11. pretty standard funnel VISITOR LEAD CLIENT REPEAT
  12. 12. But we’re forgetting an important piece…
  13. 13. flip the funnel VISITOR LEAD CLIENT REPEAT BRAND ADVOCATE REFERRAL ADVOCATE NETWORK
  14. 14. flip the funnel VISITOR LEAD CLIENT REPEAT BRAND ADVOCATE REFERRAL ADVOCATE NETWORK You won’t get repeat business from all clients, just the happy ones
  15. 15. flip the funnel VISITOR LEAD CLIENT REPEAT BRAND ADVOCATE REFERRAL ADVOCATE NETWORK If you want referral business (you do), you need to treat your advocates’ network like part of your funnel
  16. 16. And what’s the best way to nurture your advocates’ networks?
  17. 17. Social Media Advertising!
  18. 18. FUNNEL ANALYSIS EXAMPLE REAL ESTATE BROKERAGE
  19. 19. VISITOR REGISTRANT READY TO TOUR TOURING DEAL TIME standard real estate funnel
  20. 20. Business Questions 1. In order to help our agents prioritize touring clients, we mark them inactive after 30 days without touring. Is this the right threshold? 2. What is the ideal customer lifecycle in terms of “touches” from the brokerage? 3. How often do our clients recommend our services?
  21. 21. Data Questions 1. How does the number of days a customer takes off from home touring affect their eventual close rate? 2. Does the number of times we interact with a client affect their close rate, or how quickly they close? 3. What percentage of our business is referral?
  22. 22. flip the real estate funnel ADVOCATE NETWORK VISITOR REGISTRANT READY TO TOUR TOURING DEAL REPEAT REFERRAL INACTIVE ADVOCATE
  23. 23. What We Found How does the number of days a customer takes off from home touring affect their eventual close rate? Counting touring customers inactive after 30 days was too short. Touring can be exhausting, we found people were not truly inactive until 55 days off.
  24. 24. What We Found What percentage of our business is referral? We didn’t have the capabilities to measure this, but our funnel analysis flagged that and we built a system. We eventually found that referral customers tend to close quicker than non-referral. We hypothesized this was due to their familiarity with the brand and process.
  25. 25. What We Found How does the number of times we interact with a client affect their close rate? Once people’s touring patterns decreased, if they didn’t put in an offer, we targeted them on Facebook. Encouraging them to tour specific, local listings. This worked, especially for inactive customers.
  26. 26. Your Turn: Draw Your Funnel 1. Draw your funnel (keep it simple, napkins are cool) 2. Take a picture 3. Tweet it at me! Tag @_rsamuelson and tell me what your business does
  27. 27. Tip Your business may have more than one funnel. Consider the different types of customers you have and how their funnels differ. For example, an app that connects students to employers will have a student funnel and an employer funnel.
  28. 28. SOCIAL MEDIA FUNNEL SOCIAL MEDIA HAS CHANGED
  29. 29. It used to be enough just to build a large community
  30. 30. Then people started to realize their communities had serious power
  31. 31. Traffic Rules Everything
 Around
 Me
  32. 32. And as traffic grew, so did conversions
  33. 33. If your social media funnel looks like this, you’ve only reached the tip of the iceberg
  34. 34. YOUR COMMUNITY TRAFFIC CONVERSION
  35. 35. It should look like this…
  36. 36. SOCIAL MEDIA USERS TRAFFIC CONVERSION
  37. 37. SOCIAL MEDIA USERS TRAFFIC CONVERSION 56% of Americans
  38. 38. STARTING FROM THE BOTTOM SETUP TO CONVERT FROM SOCIAL MEDIA
  39. 39. Do These Things First 1. Map customer journey from discovery to objective 2. Setup conversion pixels 3. Setup customer journey assets, if you need them 4. Tag Your Links
  40. 40. Customer Journey 1. Map customer journey from discovery to objective 2. Setup conversion pixels 3. Set up landing pages, if you need them 4. Tag Your Links This is where we get specific. Map your customer’s journey from ad impression on your most-utilized social network to your objective.
  41. 41. Customer Journey Examples FB Ad Impression Click LP Sign up What is your end goal for customers from social? Free Trial: Newsletter Sign-up: Email Capture FB Lead Ad Impression
  42. 42. This has fewer steps because I’m using Facebook’s new Lead Gen ads. Once you map your customer journey, fit it to the ad options and try to cut out steps where you can. Newsletter Sign-up: Email Capture FB Lead Ad Impression
  43. 43. Your Turn: Map Your Customer Journey 1. Map your customer journey (be specific!) 2. Take a picture 3. Tweet it at me! Tag @_rsamuelson and tell me if you think you can cut out any steps
  44. 44. Do These Things First 1. Map customer journey from discovery to objective 2. Setup conversion pixels 3. Setup landing pages, if you need them 4. Tag Your Links
  45. 45. Conversion Pixels The Linchpin of your Acquisition Operation Easy to Install 1. Facebook Ads Manager 2. Tools -> Pixels 3. Actions -> View Pixel Code 4. Copy -> Paste into the header tag on your site
  46. 46. Need help installing? Check out the resources section for a how-to guide.
  47. 47. Tip Conversion pixels can be installed into the body of a blog post if that’s faster than waiting for an engineer to do it. At the very least, get one on your landing pages so you can use them to remarket.
  48. 48. Do These Things First 1. Map customer journey from discovery to objective 2. Setup conversion pixels 3. Setup customer journey assets, if you need them 4. Tag Your Links
  49. 49. Customer Journey Assets • Landing Pages • Forms • Email Templates • etc We’re not going to cover these in depth. If you want me to, tweet at me (_@rsamuelson) and tell me.
  50. 50. Do These Things First 1. Map customer journey from discovery to objective 2. Setup conversion pixels 3. Setup landing pages, if you need them 4. Tag Your Links
  51. 51. Why do you need to tag your links?
  52. 52. Dark Traffic It’s estimated that 50% of social traffic is “dark”
  53. 53. Dark Traffic Definition: The social sharing of content that occurs and cannot be tracked by analytics programs
  54. 54. Track Everything It’s impossible to attach an ROI to something unmeasured. Track everything
  55. 55. How do you tag your links?
  56. 56. You’ve Seen URLs Like This 
 
 http://www.galvanize.com/landing/data- science? utm_campaign=local&utm_medium=soc ial&utm_source=facebook&utm_content =top-cta
  57. 57. You’ve Seen URLs Like This 
 
 http://www.galvanize.com/landing/data- science? utm_campaign=local&utm_medium=soc ial&utm_source=facebook&utm_content =top-cta Everything after the question mark is called a “UTM Parameter”
  58. 58. Types of UTM Parameters UTM Definition Required? Example Campaign specific marketing campaign or promotion Yes local Medium method of sharing Yes social Source origin of traffic Yes facebook Content additional details for A/B testing or content-specific ads No top-cta Term suggested for paid search No holiday- giveaways
  59. 59. What does this URL mean? 
 
 http://www.galvanize.com/create-content- that-drives-traffic?utm_campaign=e- content&utm_medium=social&utm_sour ce=facebook&utm_content=test
  60. 60. What does this URL mean? 
 
 http://www.galvanize.com/create-content- that-drives-traffic?utm_campaign=e- content&utm_medium=social&utm_source =facebook&utm_content=test The link was used in our entrepreneurship content campaign
  61. 61. What does this URL mean? 
 
 http://www.galvanize.com/create-content- that-drives-traffic?utm_campaign=e- content&utm_medium=social&utm_sourc e=facebook&utm_content=test The link was shared via social media
  62. 62. What does this URL mean? 
 
 http://www.galvanize.com/create-content- that-drives-traffic?utm_campaign=e- content&utm_medium=social&utm_sourc e=facebook&utm_content=test The specific social media site was www.facebook.com
  63. 63. What does this URL mean? 
 
 http://www.galvanize.com/create-content- that-drives-traffic?utm_campaign=e- content&utm_medium=social&utm_source =facebook&utm_content=test Let’s say you want to test which headline will do better. You’d create the content parameter based on which ad headline the link is attached to. This is the test headline.
  64. 64. What about utm_term? utm_term is almost exclusively used for paid keyword tracking in Google Adwords. You will not need to use it for conversion on social. The link in resources about UTM parameters covers it, if you want to learn more.
  65. 65. LET’S BUILD A SOLID FOUNDATION IS KEY
  66. 66. Create Your Audiences Three Kinds (on Facebook): • Saved • Lookalike • Custom Twitter and Pinterest have similar audience setups
  67. 67. Saved Audiences
  68. 68. Saved Audiences • No pixel required • Easy way to save targeting groups that you use often • Example: Plug your competitors into “interests” and use it to woo people to your company
  69. 69. Uncover New Saved Audiences There is a $5 Twitter Experiment on Jon Loomer’s blog that you can run to find new saved audiences Applicable if: • You don’t have a pixel installed • You don’t have a ton of traffic yet • You have a new product to test out • You are looking for some new targeting options
  70. 70. $5 Twitter Experiment 1. Set up a $5 Twitter Ad • Campaign Objective: Tweet Engagements • You can run it from a brand account or your personal • Include a photo • Use TV show targeting, if applicable as it has the highest engagement rate
  71. 71. $5 Twitter Experiment 2. Let the ad run through it’s $5 budget (might take a day or two) 3. Export the campaign information from the “interests” tab, by day
  72. 72. Clean Up Your Data 1. Sort by spend, delete rows that have $0 spend 2. Sort by impressions, delete any rows that have less than 15 impressions 3. Sort by engagement rate, delete the bottom third 4. Add three blank columns to your spreadsheet
  73. 73. Analyze Your Data 1. Your first blank column is “Engagement Rate/CPE” • This will give you a ranked list of the most cost-effective interest groups to target 2. Your second blank column is “Media Views/Impressions” • This will give you a “media view rate” 3. Your third blank column is “Media Views/Engagement Rate” • This will give you an ER that combines media views and total engagements 4. Sort by each of your new columns and highlight the top interests that are high across the board
  74. 74. Use Your Data
  75. 75. What happened when we used these niche targeting groups?
  76. 76. Results $0 $5 $10 $15 $20 $25 $30 $35 $40 $45 Control Experiment #1 Cost per Lead
  77. 77. Results $0 $5 $10 $15 $20 $25 $30 $35 $40 $45 Control Experiment #1 Cost per Lead -29% Drop in CPL
  78. 78. Custom Audiences: Customer List
  79. 79. Where the Magic Begins Custom Audiences can be used in three different ways: • Customer List • Website Traffic • App Activity
  80. 80. Custom Audiences
  81. 81. Customer List Examples • Event Attendees • Newsletter Subscribers • Older clients that you want repeat business from You must have a minimum of 400 emails or Facebook_IDs for this to work
  82. 82. Tip Upload your whole customer list, create a Lookalike Audience from it (slides on that next). Create an ad for the Lookalike Audience. Go get some brand new customers.
  83. 83. Lookalike Audiences
  84. 84. Lookalike Audiences Now that you’ve created some audiences, you can expand upon them with Lookalike Audiences: • Based on a customer list upload • Based on user activity on the website • Based on who is in your community
  85. 85. Lookalike Audiences every_customer_ever
  86. 86. every_customer_ever Lookalike Audiences This is based on a custom audience, which was created from my full customer list
  87. 87. Custom Audiences: Website Traffic
  88. 88. Website Traffic
  89. 89. How to Create a Website Traffic Audience
  90. 90. Let’s say you want to build an audience on Facebook of people who have visited your blog, so you can serve them your newest content
  91. 91. Change this to only capture visitors to specific pages (you can do custom combinations here, too)
  92. 92. Input your directory or URL keyword you want to track visitors to
  93. 93. Default is 30 days. 180 is the max. You’ll want to use the max if you don’t get at ton of traffic
  94. 94. Facebook will need some time to build your audience, so let’s create some ads in the meantime
  95. 95. NOW WE’RE HERE AND WE’RE GONNA HAVE A GOOD TIME
  96. 96. Ad Planning You should make a plan before you start making ads. Setup a Google Sheet with these columns and dream up all the possibilities. Objective Budget Image Landing Page URL (with tags) Which Audience? Additional targeting, if needed Location, if applicable
  97. 97. Ad Planning: Testing Ad Planning will also make it much easier to test and properly track your results. Don’t be afraid to test, just test one variable at a time: CTA Image Creative Description
  98. 98. Ad Setup 1. Manage Ads 2. Create Ad 3. Choose Your Objective 4. Set Audience 5. Set Budget 6. Build Your Creative 7. Launch!
  99. 99. Ads for Conversion
  100. 100. Get Local Social Media is global, but users’ interactions are local.
  101. 101. Not Local
  102. 102. Local
  103. 103. This is Why After 1-week Not-Local Local Delta Clicks 1668 1497 -11% Leads 40 74 46% CPL $40 $23 -74% Conversion Rate 2.40% 4.94% 51%
  104. 104. Tip Local = Specific. If you’re in e-commerce and you don't have a location to call out, keep your ads and CTAs extremely simple and specific.
  105. 105. Remarketing
  106. 106. Get Them Back Think back to your funnel analysis and ask yourself: • Where am I losing people? • What do they need to come back?
  107. 107. Get Them Back Remember those custom audiences based on website visitors? This is where they come in handy. Ads Manager -> Tools -> Audiences -> Create New
  108. 108. For example, I want everyone who saw our Full Stack Program landing page, but didn’t convert to a lead to see an ad that will entice them to come back
  109. 109. Setup Your Audience
  110. 110. Setup Your Audience I know that all of my Full Stack LPs have “fs” in the URL (and no other pages have that), so I want to include that
  111. 111. Setup Your Audience But I want to exclude people who have seen a “Thank You” page, which the user only sees after they become a lead
  112. 112. Setup Your Audience Now, I have an audience of 3700 people who were interested enough to click on an ad, but for whatever reason, they didn’t convert
  113. 113. Now Let’s Create an Ad for Them
  114. 114. Create Your Ad Remember those custom audiences based on website visitors? This is where they come in handy.
  115. 115. Correct Objective
  116. 116. Tagged URL
  117. 117. Associated Pixel
  118. 118. Build Your Creative
  119. 119. Based on my funnel analysis and talking to my customers, we learned that tuition cost was one of the biggest hurdles our potential leads were facing
  120. 120. So I Served Them This
  121. 121. And What Do Ya Know… $0 $5 $10 $15 $20 $25 $30 $35 $40 $45 Control Experiment #1 Remarketing Cost per Lead
  122. 122. And What Do Ya Know… $0 $5 $10 $15 $20 $25 $30 $35 $40 $45 Control Experiment #1 Remarketing Cost per Lead -214% Drop in CPL
  123. 123. YOU’RE READY GO GET ‘EM
  124. 124. Thank You Thanks for your time! I’d love to hear what you learned or what you’re excited to try. Tweet at me and tell me: www.twitter.com/_rsamuelson
  125. 125. Want More Content Like This? Go To: www.galvanize.com/blog
  126. 126. Resources • $5 Twitter Experiment: www.jonloomer.com/ 2015/08/23/twitter-ad-facebook-strategy/

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