The document discusses developing content that converts customers through social media. It outlines 4 key lessons: 1) create customer-first content, 2) test and learn which ad units perform best, 3) conversions are gradual and require ongoing testing, and 4) use the right ad objective to optimize. An example is provided of how their approach increased impressions, clicks, and lower funnel activities for a boating organization within 6 months while decreasing spend by 50%. The approach focuses on strategic content and progressive targeting to move customers through the buying process and drive measurable online and offline conversions.

1. CONVERTING CUSTOMERS
with social content

2. CONTENT THAT CONVERTS: FULL FUNNEL PROGRAM
Our Speakers
© 2016 Ignite Social Media - Proprietary and Confidential
CONVERTING CUSTOMERS WITH SOCIAL CONTENT
Lisa Braziel,
Senior VP
@Lisa_Braziel
Kathleen Loescher,
Sr. Content
Producer
ksloescher

3. CONTENT THAT CONVERTS: FULL FUNNEL PROGRAM
Today’s Agenda
• The Evolving Customer Journey
• 4 Lessons for Converting Customers with Content
• Our Approach in Action
© 2016 Ignite Social Media - Proprietary and Confidential
CONVERTING CUSTOMERS WITH SOCIAL CONTENT

4. POLL
HOW TO DEVELOP CONTENT THAT CONVERTSCONVERTING CUSTOMERS WITH SOCIAL CONTENT
Are you satisfied with how your social
efforts are converting to sales?
A. Very satisfied
B. Somewhat satisfied
C. Not satisfied

5. CONTENT THAT CONVERTS: FULL FUNNEL PROGRAM
Listen to the full webinar here.

6. AN EVOLVING CUSTOMER
JOURNEY
CONVERTING CUSTOMERS WITH SOCIAL CONTENT

7. The Evolution of the Customer Journey
CONVERTING CUSTOMERS WITH SOCIAL CONTENT
The traditional customer journey is evolving with technology
4,000 – 10,000
marketing messages
each day
This means that brands have to supply seamless, engaging
content across a wide number of channels in order to
maintain relevancy and interest while moving consumers
down the funnel.
Source: Brandwatch
“On social media alone, users
will scroll through feeds the
height of the Statue of Liberty
each day.”
-American Express

8. 42% of consumers report using
social media to research new
brands or products, making
social the second-most
important research channel, just
behind search engines.
Source: GWI
Social Media’s Impact on the Customer
Journey
CONVERTING CUSTOMERS WITH SOCIAL CONTENT
0
20
40
60
80
100
16-24 years 25-34 years 35-44 years 45-54 years 55-64 years
The Potential for Social Commerce
% of internet users in the following groups
Purchased product online Social for product research
Liked post is purchase driver Buy button purchase driver

9. Source: Curalate Consumer Survey
Social Media’s Impact on the Customer
Journey
CONVERTING CUSTOMERS WITH SOCIAL CONTENT
Facebook is by far the most
popular social media
platform for driving direct
purchases through social
media, but Instagram is
gaining ground.
Younger social media users
are more inclined to
participate in this activity.
Social Platforms
76% of U.S. consumers have
purchased a product they saw
in a brand’s social media post

10. 4 Lessons for Converting
Customers with Content
CONVERTING CUSTOMERS WITH SOCIAL CONTENT

11. The traditional monthly calendar-based
approach to planning content often does
not drive tangible business results.
We’ve learned 4 lessons on how to best
convert customers with social media
content.
The traditional calendar doesn’t convert
CONVERTING CUSTOMERS WITH SOCIAL CONTENT
“Social media isn’t something you can “turn
on” and expect to start seeing an increase in
revenue or conversions. It takes time and
effort to build a successful social media
presence…” - Jayson DeMers

12. Lesson 1: Create Customer First Content
HOW TO DEVELOP CONTENT THAT CONVERTSCONVERTING CUSTOMERS WITH SOCIAL CONTENT
Content needs to quickly capture the attention of the audience and be delivered in the format that
resonates best with them.

13. POP QUIZ
HOW TO DEVELOP CONTENT THAT CONVERTSCONVERTING CUSTOMERS WITH SOCIAL CONTENT
For a retail/ecomm brand, can you guess
which ad unit has driven the most
conversions?
A. Instagram Stories
B. Facebook Link Post
C. Facebook Carousel Post

14. Lesson 2: Test & Learn
HOW TO DEVELOP CONTENT THAT CONVERTSCONVERTING CUSTOMERS WITH SOCIAL CONTENT
Be willing to test ad units and make
nimble changes
• Our teams carefully select ad units based
on the objective and stage in the journey
and then continuously tests different ad
units until a trend becomes apparent.
• Collaboration is key before, during and
after content creation.
• Employ a multi-discipline approach and we
routinely integrate all resource teams.

15. Testing Ad Units
HOW TO DEVELOP CONTENT THAT CONVERTSCONVERTING CUSTOMERS WITH SOCIAL CONTENT
For another client in the
lifestyle space, Video Link
posts drove the most traffic.
Facebook Link posts were the most
efficient at the beginning of the campaign
but after 3 weeks, Instagram Stories (with
similar messaging) became the most
efficient ad placement and drove the
highest number of conversions.
Different ad units perform differently based on the target audience and industry.
For one of our healthcare
clients, Link Posts with short,
numbered tips drove the
highest number of sign-ups.

16. Lesson 3: Conversions are Gradual
HOW TO DEVELOP CONTENT THAT CONVERTSCONVERTING CUSTOMERS WITH SOCIAL CONTENT
$30
$17
$15.30 $15.97
$13.25
$10.28
First Day
(Campaign)
Last Day (Phase 1) First Day (Phase 2) Last day (Phase 2) First Day (Phase 3) Last Day
(Campaign)
Cumulative Cost Per Conversion
Conversions don’t begin immediately
• Meeting routinely and implementing tests plays
the biggest role in driving down the cost of
conversions.
• Expect that conversions will be slow to start but
as customers become more acclimated with
your messaging and your paid media increases,
you should expect customers to begin to take
actions.
Actual example over a 3 month period

17. Lesson 4: Using the Right Ad Objective
HOW TO DEVELOP CONTENT THAT CONVERTS
Supporting content with paid media and selecting the right objective to optimize is very important.
Strategic content planning, media boosting, and optimization is proven to drive increased ad efficiencies
and convert to results.
CONVERTING CUSTOMERS WITH SOCIAL CONTENT
Impressions Reach
Engagements Post Engagement
Collect leads/email addresses Lead Generation
Conversion Website Conversion/Product Sales
KPI AD OBJECTIVE

18. OUR APPROACH IN ACTION
CONVERTING CUSTOMERS WITH SOCIAL CONTENT

19. A New Approach
HOW TO DEVELOP CONTENT THAT CONVERTSCONVERTING CUSTOMERS WITH SOCIAL CONTENT
A customer-first content and media planning approach that guides users through the customer journey
through strategic content and progressive targeting that moves more customers through the buying process -
driving high quality online and offline conversions for your brand.
The result?
Streamlined social content
and paid targeting that
drives measurable results.

20. HOW TO DEVELOP CONTENT THAT CONVERTS
In Action: Discover Boating
Discover Boating was looking to increase consumer demand. Through our approach, we connected valuable
customer actions & drove conversions to boat manufacturer websites with the right content and appropriate
paid media spend at the different stages.
CONVERTING CUSTOMERS WITH SOCIAL CONTENT

21. Key Findings
HOW TO DEVELOP CONTENT THAT CONVERTS
Video link content was
most efficient at driving
traffic within this campaign
Carousel and Instagram Story
posts were also efficient at
driving traffic, behind video link
content
Though it was more expensive in
terms of CPC, single image
content generated a lower cost-
per-manufacturer referral
CONVERTING CUSTOMERS WITH SOCIAL CONTENT
Through testing & learning, we found:

22. Results
HOW TO DEVELOP CONTENT THAT CONVERTS
In just 6 months, our campaign generated more impressions, more clicks, more lower funnel activities than the
entire year prior - with 50% less spend from the prior campaign.
Impressions
94MM
45% above goal
Advertising Spend
-50%
Less spend
Manufacturer
Referrals
29%
Increase from prior
year
Purchase Intent
101%
Increase
CONVERTING CUSTOMERS WITH SOCIAL CONTENT

23. Delivered a campaign ROI of
$21:$1 and a cost per
acquisition -36% less than
other acquisition activities.
Generated 23% more impressions
and 142% more referring clicks than
anticipated within the respective
campaigns. Our approach resulted
in efficiency savings of over $186K
in just one quarter.
With this approach, we were
able to increase impressions by
51%, engagements by 33%,
and online revenue by 76%
E-Commerce Brand Healthcare Brand Fashion Retailer
New Method, Proven Results
HOW TO DEVELOP CONTENT THAT CONVERTSCONVERTING CUSTOMERS WITH SOCIAL CONTENT

24. Questions?
Add your Questions in the
Questions Chat Pane

25. Thank You!
Want to chat about
Content That Converts Pilot
Programs?
lisa@ignitesocialmedia.com
Want to learn more?
www.ignitesocialmedia.com