Monday, January 27, 2014

How to Turn Shares and Likes into Customers and Conversions

You already have a large fan base on Facebook, how can you leverage that huge social presence to increase engagement and drive traffic back onsite for increased conversions? Social numbers only matter so much, if those fans are not actively purchasing and going on-site, it means very little for your bottom line. A video-game retailer, came to us with this exact problem. We worked together to design and run a Facebook Like-Gating contest on-site as well as their Facebook page. To attract current fans, additional entries to the contest were given for shares and friend referrals. Let’s take a closer look at how this contest brought in over $10,000 dollars in incremental revenue.
Differentiating Factor 1: A unique branded prize, available only through the contest.
Incentivize fans with a drool-worthy branded product that will have them dreaming at night. This retailer offered a one-of-a-kind prize to entice current fans and attract new ones. The prize doesn’t necessarily need to be high in cost, but rather it should be high in value for fans of the brand. Also, the fact that it was only available to consumers through the contest, definitely made it much more alluring. This got current fans to re-engage and excited to interact with the brand. In a little over 30 days, they received over 30,000 entries. Engage your fans with an exclusive prize that your fans would love to have. Make it only available through the contest to create even more buzz among fans.
Differentiating factor 2: Generate high quality shares
Loyal fans shared and referred and ultimately drove thousands of qualified new visitors onsite. Further incentivize current fans with additional entries for shares and referrals. Visitors who entered through the contest were 3x more likely to convert.Because the prize was so unique to the brand and its fans, the friends who accepted the shares were also more likely to become loyal brand advocates themselves. By creating a very niche prize, this retailer ensured high quality traffic that converts. The results were astounding. They received almost 800 social referral orders.
Each initial contest entry brought with it, granular customer data from Facebook Open Graph’s API, including Likes, Interests, geographic location, and a verified email address. With this information, you’ll be able to pinpoint top influencers and collect rich actionable data for next-level marketing initiatives. The contest was not only valuable for the spike in traffic and conversions, but it enabled them to set the foundation for more strategic marketing, even more engagement and ultimately more social ROI.