This document summarizes strategies for optimizing Facebook advertising and social media marketing during the busy Q4 shopping season. It discusses how social traffic has become increasingly important, especially on mobile, but also has lower conversion rates than other traffic sources. The presentation recommends focusing on "micro-moments" by capturing secondary conversions like emails and social logins to increase touchpoints. More advanced strategies include referral targeting, 1:1 personalized offers, and addressing upcoming changes like Google's removal of mobile popups.

1. The 2016
Facebook Advertising Summit
HOW TO APPROACH FACEBOOK PERFORMANCE MARKETING DURING THE Q4 SHOPPING RUSH

2. How to Fix Non-Converting
Social Traffic
Why your Facebook traffic won’t convert
#AddShoppersNow

3. Your presenter
Peter Messmer
Director + Growth at
AddShoppers

4. I. The current state of social
traffic
II. Strategy Shift
III. Turbocharge Micro
Moments
IV. #PopupDoomsday
Summary

5. We increase your Average
Revenue Per Visitor by
seamlessly turning
browsers into buyers and
buyers into advocates.
Trusted by 1,000+ brands
worldwide
Our clients’ average increase
in revenue per visitor38%

6. The current state
of social traffic

7. Why do people use social?
Addictive time killer
Connecting & sharing with friends
Stay connected with brands they
love
1
2
3

8. How do people use social?
Via mobile devices (90% of
Facebook daily active visitors
connect via mobile1
)
All times of the day (The average
Facebook user logs in 4x per day2
)
Everywhere
1
2
3
1. Source: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/#gref
2. Source: http://www.convinceandconvert.com/social-media-research/11-shocking-new-social-media-statistics-in-america/

9. Why is this important?
2 key trends

10. Facebook’s traffic impact is
increasing...
21.9%
More traffic driven by Facebook
to eCommerce sites in 2015
From our 2015 On-Site Marketing Breakdown: shop.pe/2em8v

11. $200
$160
$80
$40
$0
100%
80%
60%
40%
$0
Tablets Smartphones PCs
OnlineSales(billions)
...and so is mobile’s.
$14
$26
$18
$35
$181
$193
84%
93%
6%
2014
2015
Y-o-Y
Growth
From Marketyze.com

12. Why is this significant?
Average Conversion Rates by device type
Desktop 4.66%
Tablets 3.89%
Smartphones 1.43% (2.3x lower than desktop!)
US Traffic from Q4 2015
1. Source: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/#gref

13. Seems like a
convergence of two
negative forces, doesn’t it?

14. So what do we do?

15. Let’s start by understanding
EXACTLY how social traffic converts
(and differs from search
traffic, for example)

16. Social Traffic Requires More Touchpoints...
1 touchpoint
conversions
12+ touchpoint
conversions
vs.

17. ...and more time.
0 day
conversions
12+ day
conversions
vs.

18. POLL QUESTION:
What percentage of traffic do
you get from social?

19. Strategy Shift
Micro moments: more touchpoints, more conversions

20. Mobile micro-moments
Influencing the longer social conversion cycle

21. “Your social + mobile strategy should be
built around generating micro moments
and capturing secondary conversions.”
#AddShoppersNow
Tweet This

22. A secondary conversion is a conversion that leads to
a primary conversion (placing an order).

23. Good: Cookie a visitor for remarketing
Better: Capture a visitor's e-mail address
Best: Getting a visitor to create an account
(or capturing email + rich data)
Ultimate: Data + Generating a customer referral
Hierarchy of Secondary Conversions

24. “Better” Secondary Conversion:
Capturing Emails
Welcome!
Join our newsletter and
get free shipping
X No Thanks
Join Now
Email Address
This is an example of a “better”
secondary conversion.
Make sure you’re capturing emails from
your Facebook traffic so you can
continue marketing to them after they
leave your site (and they will!).
Example campaigns: Giveaways, free
shipping, coupon codes, secret sales,
free gifts, etc.

25. Segmented Coupon Offer

26. “Best” Secondary Conversion:
Social Login
Not just emails collected --
store accounts created.
Capture more rich data than
just email (with less effort).
Increase checkout conversion
rates.
1
2
3
Welcome!
Connect with Facebook
for free shipping
| Connect
No Thanks

27. Trending Wall
Embedded social products
Allow your visitors to see
your most shared products
Increase AOV and page views
Integrate real-time social
data (Likes, Tweets, Pins,
Wants, etc)
Customize to match your
brand
SEO indexable fresh content
1st Party Social
Data made
actionable
What data can you get from Social Login?
First Name / Last Name
Peter Messmer
Email Address
peter@addshoppers.com
Male / Female
Male
Birthday
4/17/1988
Location
Charlotte, NC
Klout Score
58
Follow Stats
✓ Follows You
# Of Social Shares
9
Profile Picture
# Of Social Clicks
127
Amount Of Social Revenue
$497.68
# Of Social Referrals
3

28. “Ultimate” Secondary Conversion:
Incentivized Social Sharing

29. Case Study: Miracle Noodle
+1,994% +2,127%
Sharing Social Referral Traffic
+826%
Social Revenue
* Over 40% of these increases came from Facebook alone.

30. Turbocharge micro moments
Some more advanced strategies

31. Referring Source
Targeting
captures 29% more emails
Facebook
exclusive
offer!
Connect with
Facebook to join our
newsletter and get $10
off your first purchase:
| Connect
No Thanks

32. 1:1 personalized
offers
Drive 9% more revenue & 600%
more actions
No Thanks
Yes, I’d Like $25
Happy
Birthday
Mike!
On your special day,
we’d like to offer you
$25 towards any
purchase of $100+

33. Mobile Abandonment
Targeting
Plus personalization drives 16%
higher conversion rate

34. Are you ready for
#PopupDoomsday?
January 10th, 2017

35. Google is killing mobile popups.
Will you be ready?
Learn More: PopupDoomsday.com
JAN 10TH

36. Want a free #PopupDoomsday audit
from AddShoppers?

37. To learn more about AddShoppers, join an
upcoming live demo:
addshoppers.com/live-demo
Additional Questions? Follow Up?
peter@addshoppers.com
@TheBigCatSays