Facebook and Beyond the RackRichard Cohene

Director of Marketing

Launched in 2009

Offices in Montreal, New York, Las Vegas and Toronto

$150 Million in 2012 (+55% vs. 2011)

Largest Canadian e-commerce retailer

#3 fastest growing company Canada for 2012 (Profit Magazine)

#1 fastest growing online retailer for 2011 (Internet Retailer)

COMPANY PROFILE

CORPORATE GROWTH

9 million consumer members 200K new members per month 450 Employees 360,000 Facebook & 19,000 Twitter fans 65 million showcase page views, (Feb 2013) 75% of traffic repeats 10,000 total shipments daily (North

America)

Over 5,000 Brands and 13 Merchandise CategoriesFashion, Accessories, Footwear, Home, Jewelry, Beauty, Kids, Men’s, Consumer

Electronics, Travel, Lingerie, Swim, Plus

19% of monthly new members come from Social media

Staff:1. Media buyer2. Community manager3. CSR

Product facing:4. Connect Desktop/ Mobile5. Custom FB Fan page6. Paid ads/ tracking (Adparlor)7. FB easy sharing (Events, PDP, Purchases)

Social from 30,000 feet:

FB Connect:

-12% of monthly registrations-10% to 12% of daily logins-40K to 60K daily revenue

FB fan page:-353K likes-6%-8% engagement

FB community:

- We monitor and react

Register in FB:

2011-1

2011-3

2011-5

2011-7

2011-9

2011-11

2012-1

2012-3

2012-5

2012-7

2012-9

2012-11

2013-1 $-

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

$2,000,000

Social organic growth: Revenue for organic FB traffic $1.8M

What KPI’s are you tracking?CPC - Conversions – CPL – CPA – ROMI - Time on site - Bounce rates – LTV- K-Factor ……

The devil is in the details

What LTV Means to me:

Mobile it important: 78% reg 65% rev

13% reg18 % rev 9% reg

17% rev

-Partnership with PMD Adparlor-Facebook pixel tracking integration (97% accurate)-Daily manual optimization short term agility-Machine learning for long term ROI-Daily testing and learning-Look a like targeting -ROI by device Desktop/Tablet/Mobile-Target by age/demo/likes/time on site-Day parting-Ad copy/creative for CTR-Test everything you can, even the things you think you know……..

Beyond the Rack and Adparlor:Test everything, then test it again

Social sharing:

App coming soon

Facebook and Beyond the RackRichard Cohene

Director of Marketing