How to sell on social media

March 2015 @astridhaug

Myths about social media

• You can’t measure the ROI of social media

• Social media is only for dialogue, not sales

• Products don’t sell on social media

Sender-oriented

Network-oriented

Buy our product

Learn about our business

We talk about our passion

How can we help you with your passion?

How can we change the world

together?

When to sell, when to tell

Avr. fan penetration pr. Facebook page

0 %

13 %

25 %

38 %

50 %

Aug-13 Dec-13 Mar-14

0,42

0,16

0,11 2015 5%

When to accelerate

Facebook for marketing

• Segmented ads

• Track & measure

• KPIs and ROI

Methods

• cross media

• custom audience

• look-alike audience

• dark posts

• retargeting

• conversion pixels

DARK POST PUBLISHING

Dark posts for content and/

or target audience

Custom audience

• reach customers you already know with ads on Facebook • email • mobile

• look-alike • look-alike from email/mobile

Identify people that arealmost exact matches of your current customer base with look-alike-audiences. From Facebook-page or custom audience or from website visitors.

Look-alike audience

Retargeting

• People often take time to buy a product • Website visitors (Facebook website custom

audience)

Conversion tracking

• Code on webpage: front + checkout + signup • Automatic generated conversion pixel code in

Komfo platform

What are your objectives?

• Increase sale

• Increase traffic to website

• Increase fan base

• Increase awareness of your brand

• Increase engagement

• Cross channel promotion (mobile app, newsletter etc)

• Increase foot traffic with offers

Who do you reach today - fans or other customers?

Fans

Friends of fans Your market

Komfo customers:

61%

67%

conversion tracking

custom

audience

custom audience

Iphone, Justin Bieber?

Søstrene Grene spring launch - no webshop

Dark posts from look-alike and website-

visitors

GiveawayLike and comment Products in store

March 6th

Result

• 42% increased sales early March

• Facebook reach for campaign 1.2 mio.

• Engaged 130.000 users

• 114.500 unique users from Facebook to online catalogue

Product launch: Game of Thrones 2014 premiere

• 3.09 DKK per conversion on website

• 3 different photos for segmented audience

• ”Read more” leads to sign-up page

Daenery performed best

with women

HBO Nordic - Vikings season 3

• 72.000 video views

• 0,16 DKK per views – indirect sale and awareness

• That weekend highly increased subscription sales

Just-Eat - superbowl event

• Warm up with American week

• Channels: Blog, newsletter, Facebook &TV3 Sport

• Shown 3x10 sec during evening show

• Facebook as 2nd screen: Competition 9-12pm with 5600 participants - winner every hour

• Targeted niche: Men & sports

Result

• Total Facebook reach 90.000

• Online competition 2600 participants

• Sales around Superbowl x7 compared to last year (with reservations)

SoMe part of media & marketing eco system

print

TV outdoor

online

JYSK - Black Friday

• Dark posts

• Page posts

Result

• Facebook sales record November 2014

• This financial year x2 or more compared to last year

ROAS - return on ad spendNewsletter

8 DKK

Thomas Cook Spies

• Dark post from look-alikes, from soccer newsletter subscribers

• Reach over 74,000

• Only 4000 fans

• Facebook most effective channel for niche, like yoga travels

Do It For Denmark

Do It For Denmark - result

• ROI 1490 %

• 7.350.000 views

• Earned media for 5.400.000 DKK

• Sales increase 40%

• Marketing costs decreased by 69%

Profil Optik blue ocean listening

Listen to competitors

Almost there…

What’s in it for you?

To sum up - your objectives?

• Increase sale

• Increase traffic to website

• Increase fan base

• Increase awareness of your brand

• Increase engagement

• Cross channel promotion (mobile app, newsletter etc)

• Increase foot traffic with offers

What can you look into?

• Dark posts

• Interests, sex, age, geography, custom + look-alike (in combination)

• Data for custom audience and look-alike (email, sms)

• Not below 1000 people

Other methods:

• foot traffic

• cross media

• retargeting

• conversion pixels

Thanks for listening - reach out!

March 2015 @astridhaug