Learn how a major online retailer uses Shoutlet and Kenshoo to drive social media ROI.

1. MAJOR ONLINE RETAILER DRIVES
SOCIAL ROI WITH PAID AND OWNED MEDIA
RETAILER PARTNERS WITH SHOUTLET AND KENSHOO SOCIAL TO MEASURE,
ATTRIBUTE, AND AMPLIFY SOCIAL MEDIA CAMPAIGNS
GOAL
PROVE IMPACT OF OWNED MEDIA ON FACEBOOK
With 400,000 Facebook fans, the online company developed a sophisticated
social media advertising strategy to further drive sales on its website. With its
growing Facebook presence and social advertising strategy, the retailer team
saw an opportunity to break down the silos between its owned and paid media.
The company turned to Shoutlet and Kenshoo Social to better understand
the impact of its owned media social marketing initiatives on Facebook and
use this information to optimize both its owned and paid social media
marketing programs.
CAMPAIGN
SOCIAL PRODUCT CAMPAIGN
For two months, the retailer posted owned and paid media 5 to 6 times per day
on its Facebook brand page, promoting items for sale on their e-commerce site.
By leveraging Revenue per Post (RPP) and Revenue
per Click (RPC) metrics — owned media metrics
newly defined by Kenshoo Social — the retailer social
content managers were able to identify the highest
revenue-generating page posts. Equipped with these
valuable insights, the team began to tailor subsequent
posts towards revenue goals. Additionally, retailer paid
social media buyers were able to selectively amplify
posts based on conversion and revenue data, rather
than relying simply on engagement metrics such as
likes and shares, which do not necessarily correlate
to sales.
The conversion attribution
solution from Kenshoo Social and
Shoutlet allowed our team to create
and amplify synergies between our
paid and owned social media
strategies. Through integrated
reporting, we gained a holistic view
of our customer throughout the
path to purchase, which has enabled
us to better understand the impact
of our investments.
Employee
A leading online retailer
Shoutlet, Inc. 2013 • v13.01
shoutlet.com • facebook.com/shoutlet • twitter.com/shoutlet

2. RESULTS
SAMPLE RETAILER CONVERTING OWNED MEDIA POST*
34X
RETURN ON
INVESTMENT
3.5% UNIQUE
CLICK-THROUGH
RATE (CTR)
3.4%
CONVERSION
RATE (CVR)
During the campaign, the retailer generated approximately 85,000 high quality visits to its website,
resulting in significant sales and revenue that previously would not have been attributed to its
owned media initiatives. Of these visits, the retailer achieved an Average Order Value (AOV) on
par with its paid search and social marketing programs and an average conversion rate of 1.75 percent,
with conversion rates on some of its most successful posts exceeding 10 percent. For the duration
of the test, 42 percent of the retailer’s posts resulted in sales and revenue. Amplifying high
performing posts as desktop and mobile news feed Page Post Ads resulted in a 5 times revenue
lift and significant ROI, with Page Post Photo Ads tending to generate the highest overall revenue.
HOW SHOUTLET AND KENSHOO SOCIAL HELPED
Using the social media attribution solution from Shoutlet and Kenshoo Social, the retailer was
able to measure and attribute conversions and revenue to owned media posts on its brand page.
Moreover, the team gained valuable insights into the posts that drove the most online purchases
and used this information to identify the best posts to amplify via desktop and mobile Page
Post Ads to extend reach and sales to non-fans.
With Shoutlet and Kenshoo Social, the retailer was able to effectively measure revenue and
conversions attributable to its owned media activity and then use the owned media metrics,
like RPP and RPC, to align its owned and paid initiatives to drive additional sales and revenue
using paid ads. As a result, the team was able to more effectively allocate its owned and paid
social media marketing resources based purely on bottom-line revenue generation.
Together, Shoutlet and Kenshoo Social provided a solution for holistic social media campaign
management, conversion attribution, and optimization.
ABOUT SHOUTLET, INC.
Shoutlet is a leading independent enterprise-class cloud-based social marketing platform that
enables marketers to publish, engage, and measure social marketing campaigns and activities
on social media platforms such as Facebook, Twitter, LinkedIn, Foursquare, and YouTube. Its
industry-leading, enterprise class functionality includes tools for social CRM, creative design,
social listening, ads, workflow management, contest design and execution, and top-notch
analytics for easy integration with the industry’s leading web analytics tools from Google
Analytics, IBM Digital Analytics, Omniture, and Webtrends. Shoutlet’s SaaS-based model gives
customers the control and flexibility they want and need, and is rooted in a strategic partnership
that provides the necessary resources and counsel to execute successful social campaigns.
* etrics represent actual performance results for a sample page post
M
and do not represent average performance across the entire campaign.
Shoutlet, Inc. 2013 • v13.01
shoutlet.com • facebook.com/shoutlet • twitter.com/shoutlet