Performance Marketing and Facebook

Performance

In

Sanjit AtwalUK Network Director

TradeDoubler

David ParfectHead of Sales

Facebook

Mike TompkinsChief Technical

OfficerTop CashBack

Lee GriffinCommercial Director

TBG London

|PerformanceIn Facebook|

The Google Gamble…

Facebook Social Plug-ins

Top CashBack Case Study

TBG London & Facebook advertising

Influence Targeting

Population: Everyone in this room…and then some!



TradeDoubler

• Average percentage of traffic 10 top UK affiliates are receiving from Google

42%

Vs

• Percentage of top 5 search affiliates who received a ‘Google slap’ in the last 18 months 100%

Alexa, August 2010



Mike TompkinsChief Technical

OfficerTop CashBack

Utilising Facebook Social Plug-ins in Affiliate | Case

Study

More recently, we have utilised Facebooks new Social Plugins


Top Cashback Embracing Social Interaction

• Increase Member BaseThrough a new distribution channel, as well as brand awareness, we can increase acquisition of members via referral links from Facebook users profile pages.

• Increase Trust As our site is free, having an independent community ‘Liking’ our site and particularly friends of people browsing our site, it re-assures users of its legitimacy.

• Increase ConversionsUsers seeing a ‘like count’ helps to drive further interest in an offer, increasing sales and adding value for our merchant partners.


Goals for using the plugins

Like Box – a no-brainer !

- Adds a ‘Trust’ element to our site- Re-enforces our testimonials- Enables independent inbound referrals- Takes just minutes to integrate

Homepage ‘Like Box’ Benefits


4.3%2) Clickthrough Rate Increase

1) Like Button Provides- Recommendation Element- Community Feel

4.4%3) TransactionsIncrease in numberof members purchasing

BUY4) Extra Distribution Channel Leads to increased referrals and sales


+ve and -ve

• During a three week split test period, we have experienced an average of 3.4% increase in transactions for a selection of 8 merchants, as well as acquiring new members through ‘like’ referrals. This in itself is a positive result for the small investment required.

• However, what do our users think of merchant offers which currently have a zero or low ‘like’ count?

• Our next stage is to further test the impact of those merchant pages. Perhaps it will be determined that the ‘Like button’ should be shown only for more ‘newsworthy’ offers and promotions?


• We’ve found ways that the social plugins can benefit our business. I do however feel we’re in the early stages of optimising the returns.

• As there are many types and ways to integrate social media – each site has to find the way and areas in which social sites best interact with your users to provide a positive benefit.


Conclusion


Influence Targeting| Increasing Conversion Rates


TradeDoubler

Geo targeting Behavioural targeting

Contextual targetingRe-targeting

Social targeting

90% of online consumers trust recommendations from people they know


Product adoption

Time

• Slow start with early adopters influencing change

• Product sales pick up during mid-term

• Adoption levels off after time

By boosting early adoption through key influencers, sales can increase

market share quicker



Conclusion

1) Incentivise affiliates to identify key influencers through Facebook social plug-ins

2) Provide strategic offers to selected demographics to increase early adopter ‘multiplication’ rate

3) Take more market share and build a more balanced and scalable future for your affiliate programme!!!


Questions?

Technology

Performance Marketing and Facebook