Customer Acquisition via Facebook - Case Studies
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Social Fulcrum Case Studies
June, 2014
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All Recent Client Campaigns
• These are not just the best campaigns – this is all of them• We have consistently delivered this performance across industries• We need to update the numbers – some of these are even lower now
“COCA” = Cost of Customer Acquisition (sales, leads, downloads, registrations, etc.)
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Informational Product Case Study
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Informational Product
• Challenge:– Sexy Confidence wasn’t happy with their Facebook
Advertising vendor, since costs were rising
• Solution: – Our structured, scientific testing methodology to lower COCA– Multi-stage retargeting campaign coordinated with
Infusionsoft funnel to boost down-funnel conversion– Facebook used as primary channel
• Results (3 weeks!): – Lowered cost per lead by 32%– Raised down-funnel conversion per lead by 84%
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Menswear Case Study
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Menswear Case Study
• Challenge: – Root Bizzle sells subscription neckties.
They wanted to: • Identify the cost of customer acquisition• Lower the cost of customer acquisition as fast
as possible• Identify marketing messages that resonate
best with target audiences• Identify new potential audiences• Test Facebook, LinkedIn, and Adwords as
potential channels
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Menswear Case Study
• Solution: –We employed our structured testing
methodology to identify and drive down the cost of customer acquisition• Test channels• Test ad images• Test ad copy• Optimize campaign based on results
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Menswear Case Study
• Results (12 Weeks): – 62% Increase in Conversion
Rate• We increased the proportion of
visitors on the site who purchased by over 62%
– 82% Reduction in cost-of-customer acquisition (COCA)• Costs are still decreasing as we
optimize further
“Social Fulcrum has been a great partner in marketing and growing the Root Bizzle business. They have built a sharp, data-driven team and they are experts on performance marketing in social and search. They are all very responsive, scrappy, and willing to help and give advice across all topics at any time.” – Dan Scudder, CEO
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Menswear Next Steps
• We are now working with the client to test other channels– Twitter is doing extremely well so far– Tested LinkedIn = dud– Tested Adwords = dud– Tested Google Display = dud
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Fitness Website Case Study
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Fitness Website User Acquisition
• Challenge:– Identify and lower COCA for new tennis-
player-matching site+app– Identify marketing messages that
resonate best with target audience
• Solution:– Employ our structured testing
methodology– Facebook used as primary channel
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Fitness Website User Acquisition
• Results (30 days):– 300% increase in conversion rate– 79% reduction in COCA
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B2B Products/Services Case Study
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B2B Products/Services
• Challenge:– Logomix runs huge volume through
Adwords but wanted to test Facebook as a channel
–We were tasked with identifying a ballpark COCA and then lowering as much as possible
– Logomix also wanted us to use our proprietary tools to identify new audiences for them
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B2B Products/Services
• Solution:– Employ our proprietary tool to build
custom B2B audiences– Employ our structured testing
methodology to drive down the cost of customer acquisition
– Primary channel was Facebook
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B2B Products/Services
• Results (30 days):– 20% increase in conversion rates– 73% reduction in COCA
• We are now working with Logomix to set up a structured retargeting campaign to increase conversion rates
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Other Customer Acquisition Case StudiesCampaign: Generate Sales: Targeting affluent parents
Results: Reduced cost-per-acqusition (sale) by over 90% in 12 months
Campaign: Generate Leads
Results: Reduced cost-per-acquisition (lead) by over 95% in less than 8 weeks
Campaign: Generate Users/Downloads
Results: Reduced cost-per-acquisition (user) by over 75% in less than 8 weeks
ecoVent
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Testing Process - Methodology
Brainstorm:• Images• Copy• Audiences
Test Pictures Test HeadlinesTest
Audiences
Use what we’ve learned to find ideal pairings or “pockets” of opportunity
One Cycle usually takes about 1 month
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Testing Process – Each Step
Setup Test Winner Scale
Loser
Replace Losers with new ideas
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Methodology Example(Subscription Menswear)
• Round 1: Image Testing
• Round 2: Text Testing
• Round 3: Audience Testing:– Lawyers vs Bankers– Men vs wives looking for gifts– Geography, – Age Range– Interested in Fashion or convenience?
Winning image used as basis for next test
Winning text & image used as basis for next test
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Project Phases
Discover Identify Optimize Scale
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Deliverables + Timeline
Discover Identify Optimize Scale
Onboarding, Setup
Identify:• COCA• Niches• Ad Copy
Optimize COCA
Replicate on large scale
2 Weeks 4-6 Weeks
8-10 Weeks
Ongoing
14-18 Weeks
“COCA” = Cost of Customer Acquisition (acquisition = registered users, in this case)
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Social Fulcrum
• Founded in 2010• Specialize in customer acquisition for
B2C companies• 8 Employees (5 FT, 3 PT)• Offices in Boston and NYC• Over 90% repeat client rate
Agile methodology, firm results.Data driven marketing to help your business reach the
tipping point.
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What Makes Us Different
1. Our process is unique and has a proven track record
2. At Social Fulcrum, the people who work on our client campaigns are partners – we have an equity stake in the company, and thus a long-term stake in the success of our clients.