Acquiring New Customers Through Twitter and Facebook Social media is an excellent tool for engagement with existing customers and brand awareness, but how do you convert the broader Twitter and Facebook users into customers? Join ExactTarget's Vice President of Social Products Margaret Francis as she dives into the ways successful organizations can and have used social media to build their customer base. Presenter: Margaret Francis, VP of Product, ExactTarget Margaret Francis is the Vice President of Social Products at ExactTarget. She is the former VP of Product at Lithium Technologies/Scout Labs, a leading SCRM (social CRM) company focused on customer communities, game theory and social listening and analytics. Prior to co-founding Scout Labs, she was the Director of Strategy and Analytics at Razorfish, where she developed marketing and technology strategies for Fortune 500 companies. Her customers and clients include companies such as Netflix, Coca-Cola, Visa, United Airlines, Nike, Apple, Citibank and Disney. She is a frequent speaker on the topic of social media management and metrics and their integration into marketing strategy and program measurement. Margaret is a graduate of Yale University and SFAI.

1. Six Social Things
Margaret Francis
VP Social Products
@margaretfrancis

2. Don’t be bipolar

3. People and
Products

4. Facebook:
Easy for
People, Hard
for Brands

5. It’s your customer
(not Facebook’s)

6. Email Signups
are an absolute
best practice

7. Compelling reasons to sign up and share

8. Promote your other social channels- including
your website

9. Leverage organic
conversations

10. Promotions are always in style

11. Let social be
social

12. Be relevant- and
appropriate

13. Let customers engage with you

14. They will, every place they can. Use it!

15. Solicit:
User
generated
contests
are still
popular

16. Experiment with new
interactive ad units

17. Every campaign a
cross-channel
campaign

18. Case Study: eBags Sweepstakes
• Promoted “Bag an iPad” sweepstakes on Facebook, offering
participants a chance to win a new iPad, a backpack, and a $1000
Visa gift card
• Created a series of Facebook ads targeting an audience that
matched their current email subscribers demographic, and directed
viewers to a tab on their Facebook page devoted to the promotion
• Promoted the sweepstakes on their primary website

19. Case Study: eBags Sweepstakes

20. Case Study: eBags Sweepstakes
• Invited users to become fans to participate in the “Bag an iPad”
promotion
• Used email capture on Facebook for ongoing participation with
entrants
• After entering, participants were directed to a thank you page with a
“Shop Now” button, and also received a follow up email

21. Case Study: eBags Sweepstakes

22. Case Study: eBags Sweepstakes
• By the end of the 30 day campaign, eBags had:
• Increased Likes on their Facebook page by 46,000
• Increased subscribers to their email list by 28,000
• Generated $7000 in direct sales from the link on the thank you
page
• With a value of $15/subscriber, estimated a value of $420K
(over 1000% ROI) on this single campaign

23. Test, measure, repeat

24. Targeting =
Relevance

25. Use targeting options on tabs

26. Use targeting options on tabs

27. Use targeting options in paid advertising
USE YOUR OWN DATA
to define an audience. Ex:
Bought >1 month ago +
Spends >$100 per
purchase + female
HASH LIST
& upload to
Facebook Power
Editor
CREATE A LIST
of relevant customer identifiers:
• Email address
• Mobile number
• Facebook UID
BUY DISPLAY
MEDIA against
uploaded list or
lookalike list
MEASURE
Analyze, optimize
& repeat
1 2
3 4 5
Facebook Custom Audiences

28. Facebook Custom Audiences & Lookalikes
Activate or Reactivate Acquire

29. Acquisition
Acquire new email
subscribers
Activation
Drive engagement and
conversions from current
email subscribers
Reactivation
Reactivate unengaged or
bounced subscribers
Sample Custom Audiences Campaigns
A proven cross-channel approach to acquisition, engagement and reactivation.

30. Acquisition Activation Reactivation
Sample Audience Definitions
Lookalikes
of engaged
subscribers
Lookalikes
of high
value
customers
Subscribers
with an
open/click
within N
days
Subscribers
with no
open/click
in N days
Subscribers
in hard
bounce /
held status
Subscribe
Transact
Engage Reengage
Recover
Engaged
subscribers
using
mobile
devices
Mobile
Adoption

31. Case Study: Facebook Custom Audiences
• Activation test drove nearly 3X checkout volume of paid search with 16% of spend
• Strongest CTR: Standard ad against hard-bounced segment (5X average)
• Drove additional 68% reduction in email acquisition CPA through optimization
Acquisition Activation
Cost per checkout
Cost per
registration
Cost per
checkout
Reactivation
Cost per checkout
Subscribe Transact Engage Reengage

32. Up Next: Twitter Lead Gen
Cards, email and cookie
based ad targeting

33. Measure customer
impact from the
customer
perspective

34. Cross Channel Behavior: Higher email Engagement
Cole-Haan Case Study

35. Cross Channel Behavior: Likelihood to Purchase
Cole-Haan Case Study

36. Cross Channel Behavior: LTV
Cole-Haan Case Study

38. thank you!
@margaretfrancis