What Slevomat do on Facebook and why. It´ll be just our point of view on Facebook communication and advertising.

1. SLEVOMAT
What to have in mind if you want to sell on Facebook – Zdeněk Linc

2. Content
 Slevomat on Facebook
 Why is Facebook important
 Sales related to Facebook
 Organic is dead
 Facebook solution for happiness
 Metrics
 Slevomat results

3. Slevomat on Facebook
 Biggest daily deal site
 15 FB pages
 12 cities
 3 verticals – Fashion, Travel, Goods
 Over 300 000 fans

4. Importance of Facebook
 Users (at least once a month
in Czech Republic)
 Seznam 96%
 Google 72%
 Facebook 68%
 Targeting
 No-one is better
 Simple retargeting
(not cookies, but
users)

5. Facebook sales specifics
 Facebook is mostly at the beginning of the
funnel or map.

6. Facebook sales specifics

7. Organic is dead
 Slevomat post regularly but we regularly see
drop in organic reach
 On the other hand we don ´t see drop in sales!
 If someone give us like we don´t feel it in viral
reach…
Viral reach 203

8. Facebook solution for happiness
 Boost
 The worst button ever
 Ads
 Slevomat use / used everything Facebook offer
(except reach block –not relevant for us)
 Nice way how to easily expand reach
 Targeting is a must if you don´t have great deal
 Retargeting based on user not cookies

9. Ads examples
FBX - 6x cheaper than Google
ROI 1,2
ROI 3,5

10. Metrics
Seems good, but isn´t or maybe it is but I can´t
tell you, because I don´t know.
 Facebook metrics work different – keep that
in mind
 CTR isn´t CTR as ecommerce subjects are used to
 Never measure actions
 CPC should be call CPI – cost per interaction
 Use Google Analytics and tag everything you
put on Facebook

11. Slevomat results from Facebook
 ROI stable >1
 Number 2 in customer aquisition
 Monthly TO about 4 mio. CZK
 Monthly over 300 000 visits (16% new)

12. Thanks for listening
Questions?
…probably will be some answers
linc.zdenek@gmail.com
@zdeneklinc