NEMOA 2017 presentation featuring OrionCKB and ButcherBox CEO about using Facebook to grow your business. Included: -insights into how Facebook's advertising works on the back end, how Facebook identifies high value audiences for you (outside of who you attempt to target) -How you can integrate Facebook with catalog/direct mail efforts, as well as paid search and influencer marketing -The importance of video in a Facebook advertising strategy, particularly for retailers & ecommerce brands

1. How Social Advertising Gets
You Closer to Your Customer -
and Closer to ROI
Mike Salguero, ButcherBox
Sandra Rand, OrionCKB

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Meet Your Speakers
Mike Salguero
• CEO, ButcherBox
Sandra Rand
• VP Marketing, OrionCKB
• @sandra_rand

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1,200,000,000
1,400,000,000
Facebook DAU Cows on Earth

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Targeting Options Offered by Facebook

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Targeting Options Offered by Facebook
+creative testing
+dayparting
+your product
catalogue
+lookalikes
+retargeting
+device
+ad types
+CRM data from
call centers, direct
mail, email, and
other sources…

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Don’t Start from Scratch
• Custom Audiences from CRM data
• Email list
• Address list (name/zip)
• Phone Numbers
• Facebook matches these details w/Facebook ID – match
rate is upwards of 90%!

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How ButcherBox Launched
• Custom Audiences
• Email list of customers (best to have at least a few thousand to
start)
• Website pixel that audiences of people who landed on the site
• Place Facebook pixel to track traffic + conversions
• Facebook pixel helped identify high LTV audiences
• Build Lookalikes

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Facebook Knows Things We Don’t

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Signals We Send to Facebook

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Signals We Send to Facebook

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Signals We Send to Facebook

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Affinity Analysis for ButcherBox revealed…

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Objectives & Ad Types

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There’s a reason virtually all of
our ecommerce clients are
running ONLY video ads on FB

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Image Zoom / Slideshow

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GIF

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Short Form, <30 seconds

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Long Form, More Branding than DR

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UGC

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Video Ads with Impact
CTRs
than
ecommerce
industry
benchmarks
40% higher
CTRs
than
subscription
box industry
benchmarks
100% higher

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Paid Social’s Impact on Other Channels
Email
Facebook
Influencers
Search

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Facebook’s
Impact on Other
Channels
• Be sure to account
for statistical
significance!

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Demographics, Interest,
Lookalikes
Awareness
Familiarity
Consideration
Purchase
Loyalty
Broad Categories/Partner
Categories/Connections
DR Buttons/Lead Ads
Retargeting/Product Ads
Retention/Remarketing

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ThinkGeek Results
• “ROI worth pursuing”
• Catalog recipients up 225% ROAS
• Retargeting past purchasers, only 175% ROAS
• Social + direct mail FTW

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Retargeting with Social
• Remember, we spend 50 mins on Facebook/day, prime
opportunity to be reminded of all the things we haven’t
bought yet
• Newsfeed is unignorable (largely) – esp on mobile
• Content is inherently shareable
• Targeting is more recent, more relevant
• For ButcherBox, time to purchase may be longer ($$$
subscription)
• Nudge them further down the funnel w/each touchpoint

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Finding ButcherBox’s Optimal Retargeting Frequency

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Source: Nanigans

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• Target Customer Acquisition Cost = Below Profit from
Box #1
• Any box purchased after that is gravy (there’s a meat/food joke in
here somewhere)
• If CPA costs are below goals, keep spending
• Scaled 200% in the last 6 months
How ButcherBox Solves for ROI

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• Use your CRM/existing customer data as a jumping off point
for FB targeting, FB will fill in the rest
• Don’t be afraid of video – it’s Facebook’s preferred ad type,
which = better delivery
• Lift Tests to determine how FB impacts spend on other
channels
• Test retargeting of people who have seen your message
across channels
• CPA is a good place to start to track ROI
Let’s Review