Shopify and Common Thread Collective joined forces to host an exclusive event around the topic of Facebook Ads as it relates to your E-Commerce business at Shopify's flagship space in Los Angeles. Specifically, we breakdown three relevant brand case studies where Facebook advertising is being leveraged in unique and untraditional ways to successfully scale e-commerce businesses in 2019. Featuring the team from Common Thread: Taylor Holiday - Managing Partner Andrew Faris - VP of 4x400 Nick Shackelford - Director of Strategy Savannah Sanchez - Digital Marketing Manager Named one of Glassdoor's Best Places To Work, Common Thread Collective is an online sales agency that focuses on the entirety of the e-commerce experience and has managed more than $100 million in Facebook advertising, delivering over $250 million in client revenue in 2018.

1. 1
TUESDAY, JUNE 18TH
3 UNIQUE WAYS YOUR BRAND
CAN WIN WITH PAID SOCIAL IN 2019
SHOPIFY • LOS ANGELES

2. love wellnessMACH INE LEARN ING
IN ACT ION
SAVAN NAH SANCHEZ
@SOCIAL_SAVANNAH

3. who am I?
MBA WITH EM PHASIS IN
MARKETI NG ANALY T IC S
BUYE R F OR AG E NCY ’S BIGG ES T BRAN DS
RE CE NTLY PUBLI SHE D AD BUYING
METHODOLOGY ON SUMO

4. FACEBOOK IS
SMARTER THAN ME

6. SimplicityS PEAK CLE ARLY & CONCISE LY
LI TE R ALLY & VISUALLY

7. let facebook do the
heavy lifting
WHO: F IN DING A HIG H CONVE R T I NG AUDIE NCE
WHE RE: CHOOSING T HE BE S T PL ACEME NT
WHE N : DE CIDING WHAT T I M E TO S HOW ADS / FREQUE NCY

8. focus on the why*WHY WOULD SOM EONE BU Y ?

9. job function #1
HYPOTHES IS TES TING & E S TABL IS HING
S TATIS TICAL SIGN IFIC ANCE

10. • F EM INI NE HE ALTH
PRODU CT S +
VITAM IN S
• HOW WE REACHE D
A 4X ROAS
love wellness

11. CAROUSE L PR Q UOTE VIDEO IG S TORY INTE RVIEW

12. CAROUSE L PR Q UOTE VIDEO IG S TORY INTE RVIEW

13. PR QUOTE VI DEO#1 PR Q UOTE VIDEO#2 PR QUOTE VIDEO#3

14. PR QUOTE VI DEO#1 PR Q UOTE VIDEO#2 PR QUOTE VIDEO#3

15. PR Q UOTE VIDEO#1 PR QUOTE VIDEO#2

16. PR Q UOTE VIDEO#1 PR QUOTE VIDEO#2

17. PR QUOTE VI DEO#1 PR Q UOTE VIDEO#2 PR QUOTE S TILL #3

18. PR QUOTE VI DEO#1 PR Q UOTE VIDEO#2 PR QUOTE S TILL #3

19. PR QUOTE S TILL #3 PR QUOTE S TILL #4PR Q UOTE S TILL # 2PR QUOTE S TIL L # 1

20. PR QUOTE S TILL #3 PR QUOTE S TILL #4PR Q UOTE S TILL # 2PR QUOTE S TIL L # 1

21. PR QUOTE S TILL #2PR Q UOTE S TILL # 1

22. PR QUOTE S TILL #2PR Q UOTE S TILL # 1

24. job function #2
MARKE TING MESSAGING. PE RIOD.

25. guess the best audience?
Natural + Organic Products Interest
“The Hills” Interest
Females 18-24 + Fashion
Kotex Interest
Soulcycle Interest
1%LL Purchasers
5%LL Purchasers
Cosmopolitan Interest
Kim Kardashian Fans

26. Trick Question!
FEMALE

27. key takeaways
UT ILIZ E POWE R 5
AUTOMAT ION THRO UGH DYNAMIC CREATIVE TES TING
TIME F O CUSE D ON HYPOTHES IS TES TING + MARKETING
ME SSAG ING
SAVANNAH SANCHEZ
@S OCIAL_SAVANNAH

28. Micro to macroHOW INF LUE NCE RS WORK
IN 2 019
NICK SHACKE LFORD
@IAM NICKSHACKE LFORD

29. 2015 2016 2017 2018 2019

30. Influencers in 2019
The Micro to Macro Approach

31. CRE ATIVE MAKES A REAL DIFFE RE NCE
11x
FASTEST GROWING ADVERTISERS CREATED
MORE CREATIVE
ASSETS (45 VS 4)
ROAS ALSO VARIES DEPENDING ON
The average difference between top and
bottom performing creative is 8x.
CREATIVE QUALITY.
Difference

32. Content that wins today
NAT IVE TO PL AT FORM
CON SUME R ALIGN E D
THUMB S TOPPI NG

33. “THE TWO GREATEST INFLUENCES ON PURCHASE DECISIONS ARE PRICE AND A RECOMMENDATION FROM
SOMEBODY YOU TRUST”
FB & I NS TAGR AM ARE HU MAN NET WORKS.
THEY WORK BES T WHE N PEOPLE ARE SPEAKING TO PEOPLE

34. $100k
1.5%
MICRO INFLU E NCE R:
1 - $1,000
Reach: 50k
10 Micro’s
Spend: ~$10,000
Reach: 500k
Total Content Received: 10
MACRO IN FLU E NCE R:
1 - $100,000
Reach: 1m
1 Macro
Cost: ~$100,000
Reach: 1m
Total Content: 1-3 max
Why Micro?

35. $100k
1.5%
Wide Approach Using Many
Micros across diverse but
relative sub-niches
Measure & identify top
performers
Engage top performers to
amplify stage in campaign
execution
Source larger tier look-a-like of
top performers
1st
2nd
3rd
4th
Micro to macro

37. #1 Launch
S TE P 1 Identify A Large Set (10-20) Micro Influencers
That Present Brand Qualities And Have A Highly
Engaged Following
S TE P 2 Provide Each Influencer With Specific
Product, Talking Points and A Unique Trackable Link
S TE P 3 Each Influencer Posts An IG Story
Testimonial With A Swipe Up CTA
We follow a process that we have developed of qualifying “high performing” influencers that are great
“salespeople” more than they are just access to additional distribution

38. Once all of the influencers have posted we analyze the outcome both quantitatively by looking at swipe up rate and
purchases and qualitatively to determine who created the most on brand content.
#2 Analyze

39. Once we have identified the top performers we will reach back out to them to for a partnership that delivers three things:
1. Page access to run paid campaigns through their account
2. Access to their audiences
3. Two additional pieces of content a (longer form testimonial for prospecting and an asset for re-marketing)
#3 scale what works

40. Part of the value of access influencer pages is that you can pull in their audiences to target with their promoted ads
as well as your own. During this campaign we will run paid programs to their core audiences as well as the top
performing audiences from your account.
Audiences

41. S TE P 1
Each influencer = isolated product funnel
S TE P 2
Each campaign will target both brand and
influencers audiences….
S TE P 3
With ads served from both the brand
and influencer pages.
Account setup

42. The funnel
PROSPECTING
LAL of Influencer Interactions
RE-ENGAGEMENT
Influencer Engagers/Viewers
DPA
REMARKETING
VC/ATC/IC
Influencer Inspired Landing Page / Collection Page

43. The Results
4X ROAS FOR
PAC T D URING
INFLU E NCE R LE D
CAMPAIGN
$18 COS T PE R
ACQUISITION
VS $35
TARGET

44. There’s huge value in the content which influencers will be creating. Repurpose photos and videos across all
digital marketing mediums that you see fit! See examples:
PRODU CT DIS PL AY PAGES PRESSBLOG
Qualitative & quantitative

45. key takeaways
COS T E F FEC TIVE M EANS OF ACQUI RING NATIVE PL ATFORM
CON TE NT
SHARE ABL E CONT E NT CREATION THAT DOESN’T S TRAIN
YOUR T EAM
REUSABI L IT Y OF CONTE NT CAN LIVE LONGE R ON MORE
DIGI TAL PROPE R TIES
NICK S HACKE LFORD
@IAM NICKSHACKE LFORD

46. ANDREW FARIS
@AN DREWJFARIS
Amplifying influencer
giveaways
GE NE RATE REVE NUE, GROW YOUR EMAIL LIS T,
AND DO OTHE R GOOD MARKE TING S TUF F

47. • FORME RLY: VP OF GROW TH & H EAD OF S T RATEGY AT CTC
• CURRE NTLY: VP OF
• 4X400: CTC’S HOLDING COMPANY T HAT OWNS T H RE E DTC
BRANDS. MY JOB I S TO GROW THE M.
who am I?

48. The main pointTHE BE S T WAY I CURRE NTLY KNOW OF TO UTILIZE
IN FLUE NCE RS ON PAID S O CIAL IS TO AMPLIFY GIVEAWAYS
WITH CONVE RS ION-OP T I M I Z E D AD S.
I F YOU D O T HIS RIGHT, YOU’LL GE NE RATE:
1 . L ARGE VOLUMES OF CHEAP CLICKS
2 . MAS S IVE EMAIL LIS T GROW TH
3 . PROFITABL E ROAS

49. The brand
SLICK PRODUCTS
WASH PRODU CTS FO R OFF-ROAD
VE HICLE S
The customer
DIRT BIKE RIDE RS & OT HE R
OFF-ROAD VE HICLE E NT HU SIAST S

50. PROF ESSIONAL MOTOCROS S &
SUPE RCROS S ATHLET ES
Ricky Carmichael Austin ForknerAdam Cianciarulo

51. The giveaway funnel

52. GIVEAWAY CON TE NT L ANDING PAG E EMAIL FLOW

53. 2 I T EM S
1. Anything Valuable To The
Influencer’s Audience
2. Your Best Product

54. TOP OF PAGE :
EMAIL CAPT URE
IMME DIATE LY AF T E R:
PRODUCT INF O
(And don’t forget to pixel it!)

55. 5 (OR MORE?) AUTOMATE D EMAILS
1. Entrance Confirmation –
(50%+ Open Rate)
2. Product Info
3. Product Info
4. Product Info
5. Special Offer
“AN D THE WINNE R IS” EMAIL
- Sent When You Announce The Winner
- Also 50%+ Open Rate

56. - Big Social Traffic Lifts
- 75% Email Capture Rate On Page
- 40% Email Open Rate
GIVEAWAYS
Users – Google
Analytics “Social”
Traffic Channel
this already works

57. The ad strategy

58. OP TIM I ZE F OR PURCHASE,
BUT MESSAGE THE
GIVEAWAY

59. ORG ANIC
GIVE AWAY
CONTE NT
L ANDING PAG E
EMAIL F LOW
PAID
GIVE AWAY
CONTE NT

60. 1. SUPE R CHEAP CLICKS
2. COLLECT LOTS OF EMAIL ADDRESS ES
3. SUBSIDIZE 1 & 2 BY GET TI NG JUS T E NOU GH
PURCHASES FOR IT TO BE WORTH I T

61. *Prospecting Only. Click-Only Attribution. ~1 Week Per Campaign.
Campaign Cost Revenue ROAS CPC CPL
Austin
Forkner
$1,556 $3,232 2.08 $0.49 $0.65
Ricky
Carmichael
$1,593 $2,580 1.62 $0.57 $0.76
Adam
Cianciarulo
$1,442 $2,454 1.70 $0.42 $0.57
Casey Currie $546 $764 1.40 $1.65 $2.20
BOSS Audio $441 $550 1.25 $1.98 $2.64
Totals $5,578 $9,580 1.72 $0.56 $0.75

62. *Prospecting Only. Click-Only Attribution. ~1 Week Per Campaign.
0.00
0.50
1.00
1.50
2.00
ROAS
Giveaways
Evergreen
$0.00
$0.25
$0.50
$0.75
$1.00
CPC

63. *Prospecting Only. Click-Only Attribution. ~1 Week Per Campaign.
$0.00
$2.50
$5.00
$7.50
$10.00
CPL
Giveaways
Evergreen
PUT ANOTH E R WAY:
I acquired 9.65x email
addresses/dollar than I did
in my evergreen campaigns.

64. Prepare For Delayed Attribution
“DE L AYE D
AT TRI BUTION
MULTIPLIE R”
28-Day Click ROAS
1-Day Click ROAS
=

65. *Prospecting Only. Click-Only Attribution. ~1 Week Per Campaign.
Campaign
1-Day Click
ROAS
7-Day Click
ROAS
28-Day Click
ROAS
DAM
Austin Forkner 0.60 1.13 2.08 3.47
Ricky Carmichael 0.89 1.03 1.62 1.82
Adam
Cianciarulo
0.60 0.93 1.70 2.83
Casey Currie 2.08 0.56 0.81 1.40
BOSS Audio 0.16 0.24 1.25 7.81
Totals 0.60 0.91 1.72 2.87
Prepare For Delayed Attribution

66. *Prospecting Only. Click-Only Attribution. ~1 Week Per Campaign.
1.00
1.50
2.00
2.50
3.00
DAM
Giveaways
Evergreen
PUT ANOTHE R WAY:
We made a lot of this money
through the emails & other follow-
up. Prepare for that by modeling
your Delayed Attribution Multiplier
to create a 1-Day Click ROAS target.
Prepare For Delayed Attribution

67. key takeaways
TRY T HI S.
MAKE I T BET TE R!
THE N TE LL ME HOW YOU DID.
AN DREW FARIS
@AN DREWJ FARIS

68. Thank you