The declining organic reach of brands' content on Facebook has made marketers accuse Facebook of failing them. They spent top marketing dollars to acquire the fanbase, and now are not able to reach to them through organic methods. However, truth is that marketers are failing to read Facebook. They should understand that Facebook is primarily a peer-to-peer communication channel and for true success on Facebook, they should employ C2C strategies. Marketers should convert their customers into social brand ambassadors. In this webinar, HubSpot and ShopSocially jointly presented strategies for marketers to generate positive ROI with Facebook. These strategies are: 1. Facebook outreach through genuine fans 2. Acquire rich social profile of users 3. Use social login 4. Drive SEO through Facebook 5. Create social brand ambassadors 6. Acquire customers through social demand generation 7. Show social proof For more details on these strategies, contact ShopSocially at info@shopsocially.com or visit http://blog.shopsocially.com/2014/05/22/hubspot-and-shopsocially-present-strategies-for-profitable-e-commerce-with-facebook/

1. Jai Rawat
CEO
ShopSocially
@ShopSocially
Mike Ewing
Services Program Manager
HubSpot
@HubSpot

2. @HubSpot
@ShopSocially
For Q&A
Tweet using #fbecom handle
Or use the chat panel

3. @HubSpot
@ShopSocially
 Inbound Marketing SaaS founded in 2006
 10,000+ customers in 52 countries
 All-In-One Marketing Software Including Revenue and Order
Management
 Abandoned Cart & Pre-transactional E-Commerce Nurturing

4. @HubSpot
@ShopSocially
 Comprehensive Social Commerce Platform
 Started in 2010
 150+ Brand name customers
 Focused on generating ROI
LinkShare
Technology
Genius Award
Most promising
private companies
2013
Featured in a recent
Social Commerce
case study
Top Startup
Award
Ask-a-Friend
Refer-a-Friend
Get-a-Fan
Social Connect
Social Login
Viral Offer Sharing
Viral Flash SaleShare-a-Purchase
Share-on-Mobile
Shopping Community
Product StoriesSocial SEO
Share-and-Win
Get-an-Email

5. @HubSpot
@ShopSocially
What is your role?
1.E-Commerce Expert
(I carry out E-Commerce strategy)
2.Social Media Marketing Specialist
(I run Social Media)
3.Boss
(I make decisions)
4.Geek
(I code)
5.Other
If you chose (2) and haven’t tweeted
about our webinar yet, your vote will
be invalid! 
Source: http://geek-and-poke.com/

6. @HubSpot
@ShopSocially
 Is Facebook Failing Marketers?
 Why Marketers are Failing to Benefit from Facebook?
 Seven Successful Strategies

7. @HubSpot
@ShopSocially

8. @HubSpot
@ShopSocially
Organic
Reach
Paid
Reach
1 2

9. @HubSpot
@ShopSocially
Source: social@Ogilvy study
 Organic reach of
content published on
brands’ Facebook
Pages is down to 6%
 For Pages with more
than 500,000 Likes,
organic reach is a
dismal 2%

10. @HubSpot
@ShopSocially
 Step 1. Spend money to
acquire Facebook Fans
 Step 2. Now spend more money
to reach these fans

11. @HubSpot
@ShopSocially
Organic
Reach
Paid
Reach
1 2

12.  Fewer than 15% of ads leverage social data
 FB display ads are significantly less effective than display ads at other
sites

13. @HubSpot
@ShopSocially
What has been your experience with Facebook ads?
a. Never tried
b. Tried but no longer running
c. Currently running but ROI is poor
d. Currently running and happy with ROI

14. @HubSpot
@ShopSocially
 Chorus of angry rants from brands superbly led by this now-famous
“Breakup Letter to Facebook” from Eat24
 Relationship status between Facebook and Marketers:
It’s Complicated!!!

15. @HubSpot
@ShopSocially
Why are Marketers
Failing to Leverage
Facebook?

16. @HubSpot
@ShopSocially
’
Imagine you are a sports team. Who would you qualify as fans?
Like us to win a free ticket

17. @HubSpot
@ShopSocially
 Like buying results in poor
quality fans, worse many of
these are simply fake
 Lack of engagement from
poor/fake fans brings down
organic reach & makes promoted
posts more expensive!

18. @HubSpot
@ShopSocially

Which country leads the Apple fanbase on Facebook?
a. USA
b. UK
c. China
d. Bangladesh

19. @HubSpot
@ShopSocially
 Fake Likes originating from Like-Farm countries
 Google (16M Likes), Apple (11M Likes) are most popular in Dhaka
Source: EDGERANKCHECKER study

20. @HubSpot
@ShopSocially
 “I want to connect the world”: Mark Zuckerberg
 Platform designed for C2C interaction
 Newsfeed is private space of users; B2C push is less effective

21. @HubSpot
@ShopSocially
 An average Facebook user has
1500 eligible posts in feed every
day
 For users with lots of friends, this
number can go up to 15,000
 Remember – average time spent
daily on Facebook is 18 minutes!
 Facebook’s algorithms rightfully
pushes content which user would
want to interact and engage with
Sources: TechCrunch, Statistic Brain

22. @HubSpot
@ShopSocially
Social
Outreach
Email
Marketing
Registration
SEO Conversion
Customer
Acquisition
Social Proof
Ads

23. @HubSpot
@ShopSocially
Section III
Strategies for
Generating Positive
ROI from Facebook

24. @HubSpot
@ShopSocially
Social
Outreach
1995: Email
2014: Fans & Followers
Email
Marketing
Registration
SEO
Conversion
Customer
Acquisition
Social Proof

25. @HubSpot
@ShopSocially
Like us to win a free ticket

26. @HubSpot
@ShopSocially
 Onsite Like-gated fan acquisition widget

27. @HubSpot
@ShopSocially
 High quality fans : familiar with the brand, interested in their products
 Onsite : users never leave the site
 Higher conversion: ‘earning’ coupon makes it more valuable

28. @HubSpot
@ShopSocially
 15,000+ real & high quality
Facebook fans acquired in short
span of time
 33.28% sales conversion rate for
Facebook fans

29. @HubSpot
@ShopSocially
Email Marketing
1995: Email Acquisition
2014: Profile Acquisition
Social
Registration
SEO
Conversion
Customer
Acquisition
Social ProofOutreach

30. @HubSpot
@ShopSocially
’
 Encouraging users to do a Facebook Connect

31. @HubSpot
@ShopSocially
 Capture rich profile data e.g. name, email, b’day, interests & location
 Pre-verified email address means coupon can be delivered inline
rather than sending users away from the site to their inbox
’

32. @HubSpot
@ShopSocially
 29.79% Sales conversion rate
for users getting personalized
communication
 Overall revenue uplift of 8%
 670% ROI
’
Name
Email
Birthday
Gender
Location
Friend Graph
Interests

33. @HubSpot
@ShopSocially
Registration
1996: User Id - Password
2014: Social Login
SocialOutreach
Email
Marketing
SEO
Conversion
Customer
Acquisition
Social Proof

34. @HubSpot
@ShopSocially
 By the end of 2015, 50% of new retail customer identities will be
based on social network identities
Source: Gartner research

35. @HubSpot
@ShopSocially
 88% of consumers have encountered social login before
 51% of consumers using social login

36. @HubSpot
@ShopSocially
SEO
2005: backlinks, keywords
2014: social signals
SocialOutreach
Email
Marketing
Registration Conversion
Customer
Acquisition
Social Proof

37. @HubSpot
@ShopSocially
Source: searchmetrics

38. @HubSpot
@ShopSocially
Then
updated
10/16/2012
Now
updated
05/27/2013
Google has officially replaced ‘back links’
with ‘sharing’ as the key SEO driver
Source: http://goo.gl/VxcHFR

39. @HubSpot
@ShopSocially

40. @HubSpot
@ShopSocially
Conversion
1998: visitor -> buyer
2014: buyer -> brand ambassador
SocialOutreach
Email
Marketing
Registration
SEO
Customer
Acquisition
Social Proof

41. @HubSpot
@ShopSocially
 Proactively encourage users to
share their purchases from your
site
 Leverage points of highest
customer delight in purchase flow:
• Completion of purchase
• Delivery of product

42. @HubSpot
@ShopSocially
 Customers encouraged to showcase purchases just after online
transaction

43. @HubSpot
@ShopSocially
Case Study: Beretta USA
 Shoppers encouraged to take a ‘selfie’ and share it before
exiting the physical store

44. @HubSpot
@ShopSocially
 $19.15 revenue generated from
each post
 15% overall revenue uplift –
measured through a rigorous A/B
testing
How about Beretta AXR 100? Bought it
yesterday. Feels great and amazing to shoot.
Check my Facebook post?

45. @HubSpot
@ShopSocially
Customer Acquisition
2005: Search
(demand fulfillment)
2014: Social
(demand generation)
SocialOutreach
Email
Marketing
Registration
SEO
Conversion
Social Proof

46. @HubSpot
@ShopSocially
 User like the product and share it on Facebook with a comment

47. @HubSpot
@ShopSocially
 Facebook post is shared with all friends – leading to social discovery
 Each post drives 4-5 click-throughs and 10-15 view-throughs

48. @HubSpot
@ShopSocially
 Gallery of user-comments facilitates social discovery and customer
acquisition

49. @HubSpot
@ShopSocially
Social Proof
2006: Product Review
2014: Real time buzz,
photomonials
SocialOutreach
Email
Marketing
Registration
SEO
Conversion
Customer
Acquisition

50. @HubSpot
@ShopSocially
Social Proof from Real People on Product Pages

51. @HubSpot
@ShopSocially
Real Time View of User Generated Photos Shared on
Instagram, Twitter etc.

52. @HubSpot
@ShopSocially
SEO
2005: backlinks, keywords
2014: social signals
Conversion
1998: visitor -> buyer
2014: buyer -> brand
ambassador
Customer Acquisition
2005: Search
(demand fulfillment)
2014: Social
(demand generation)
Social Proof
2006: Product Review
2014: Real time social
buzz, photomonials
SocialOutreach
1995: Email
2014: Fans & Followers
Email Marketing
1995: Email Acquisition
2014: Profile
Acquisition
Registration
1996: User Id/ Password
2014: Social Login
• 15-20% Increase in conversion rate
• 7-10x ROI
• 10-15% Incremental Traffic

53. @HubSpot
@ShopSocially
Thanks
Q&A?
Jai@ShopSocially.com
http://shopsocially.com