Presented at SMX Social 2012 in Las Vegas on 12/5/2012

1. Customer Acquisition
Through Social Media
Mariana Rodriguez, Account Director
marodcar
mrodriguez@beebyclarkmeyler.com
Innovation in media
beebyclarkmeyler.com

2. Step 1: Define your acquisition goal
• Make a purchase
• Social action
• Increase cookie pool
• Download content
• Register/submit info
• Coupon/offer redemption
• Product trial

3. Step 1: Define your acquisition goal
What constitutes an acquisition?
ONLINE OFFLINE
Make an ecomm Register/ Make an offline
purchase submit info purchase
(retail, via phone)
Social action Coupon/offer
Redemption
Visit Your Site
(increase cookie Product trial
pool)
Download content

4. Step 2: Clearly Outline Your Campaign
1. What constitutes an acquisition?
2. Who do you want to reach?
1. How are you going to get them to take action?

5. Step 3: Measurement Plan

6. The biggest challenge in social media
customer acquisition is putting the
right measurement plan in place.

7. Step 3: Measurement Plan
How do you measure offline success?
ONLINE OFFLINE
Make an ecomm Register/ Make an offline
purchase submit info purchase
(retail, via phone)
Social action Coupon/offer
(like, follow) Redemption Visit a store
Visit Your Site Product trial Attend an event
Download content

8. Step 3: Measurement Plan
Measuring offline success from social media customer
acquisition efforts requires a two step process
1. Non-acquisition Actions (Intermediate step)
• Visits a brick and mortar store
• Attends an event
• Downloads coupon/offer/content
2. Acquisition actions
• Makes a purchase
• Register/submit info (email, phone #, inquiry form, newsletter sign up, etc)
• Coupon/offer redemption
• Product tria

9. #1 most important part of the offline
measurement plan:
Training and tools given to those
capturing results on the ground.

10. Case Study 1: Entertainment Retailer
Challenge
An entertainment retailer understood that social media
was important to their target of moms and teens but
they had a limited presence. They wanted to build brand
awareness through social.
What is the end goal? Build prospect pool.
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11. Case Study 1: Entertainment Retailer
Solution: Social Promotion
Facebook Social Promotion which encouraged fans to submit
user generated videos for multi-tiered prizing
a. UGC videos uploaded to YouTube for the promotion
increased brand discoverability/awareness
b. Public voting encouraged sharing and increased brand
awareness
c. Celebrity partnership tapped into a new audience
base, producing a “halo effect” for the brand
d. Facebook ads to promote the event
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12. Case Study 1: Entertainment Retailer
Results:
• Increased Facebook fan base 305%
• Qualified, highly active and loyal community through
highly targeted Facebook ads and strategic partnership
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13. Case Study 1: Entertainment Retailer
Several months down the road…
Activating the community through social media with
coupons, mobile, event announcements, etc to drive
both online and in-store sales.
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14. Case Study 1: Entertainment Retailer
Results:
• Facebook referral eComm sales averaged 21%
over the average order value.
• In-store event attendance and same-day sales
and registrations exceeded expectations and
previous event benchmarks.
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15. Case Study 2: Premium Beer Brand
Challenge
With a limited budget shifted from
traditional and PR to exclusively social
media, a US importer of Belgian beers,
needed to raise awareness and
encourage trial of PALM Beer, a newly
introduced premium beer brand in the
highly competitive New York City market.
What is the end goal? Product trial.
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16. Case Study 2: Premium Beer Brand
Product Customer
Product
Discovery/ Retention
Trial
Awareness (On- &
(Offline)
(Online) Offline)
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17. Case Study 2: Premium Beer Brand
Product Product Trial Customer
Discovery/ (Offline) Retention
Awareness (On/Offline)
(Online)
• Facebook and • Facebook Event • Beer Finder
Twitter Applications Application
presence • Facebook Event (Facebook, iPho
established Ads ne, on site)
• Foursquare • Love Bus alerts
Lists • Influencer
• Influencer Invitations
Outreach
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18. Case Study 2: Premium Beer Brand
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19. Case Study 2: Premium Beer Brand
Results
• +45% increase in sales in New York City in 2011 vs. 2010
• High engaged advocates on social which has helped the
brand expand well beyond the NYC area in 2012
• Increased credibility achieved through online mentions
by influencers who had attended events/tried product
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