How to Convert Mobile Traffic on Social Media Brent Albrecht Full Name I Company I Job Title IBrent Albrecht I Friendemic I National Sales Director I Is it important to be good at Mobile Marketing? Brent Albrecht I Friendemic I National Sales Director I 85% of respondents said that mobile devices were a central part of their lives. (Salesforce.com 2014) Learning Objectives Brent Albrecht I Friendemic I National Sales Director I 1.How much do mobile visitors to my Social Media Results? 2.Do mobile visitors really purchase on Social Media? 3.How do mobile visitors use Social Media differently? 4.How should my mobile content strategy differ on Social Media? 5.How should my mobile advertising strategy differ so I can increase my conversions? Agenda Brent Albrecht I Friendemic I National Sales Director I 1.Mobile Traffic Trends on the web and in Social Media 2.Mobile visitors and eCommerce 3.Developing a Social Media Strategy for mobile a.Your website b.Content Posting Strategies for mobile 4.Social Advertising Strategies for mobile traffic a.What types of Ads to use i.Click to Call Ads ii.Local Awareness Ads iii.Lead Ads b.Optimizing for Conversions 1. MOBILE TRAFFIC TRENDS ON THE WEB AND IN SOCIAL MEDIA Brent Albrecht I Friendemic I National Sales Director I The Mobile Audience is Growing Brent Albrecht I Friendemic I National Sales Director I and spending more time online. Brent Albrecht I Friendemic I National Sales Director I 51% of time spent online is on a mobile device 2. MOBILE VISITORS AND ECOMMERCE Brent Albrecht I Friendemic I National Sales Director I Desktop Users generate more Revenue, but Brent Albrecht I Friendemic I National Sales Director I Mobile purchases are increasing Brent Albrecht I Friendemic I National Sales Director I Mobile traffic is not just browsing, they are buying Brent Albrecht I Friendemic I National Sales Director I When it comes to Social Media, they Buy most on Facebook Brent Albrecht I Friendemic I National Sales Director I Facebook accounts for 50% of social referrals, but 64% of Social Media generated revenue. Comparing conversion Rates across Social Media Brent Albrecht I Friendemic I National Sales Director I 3. DEVELOPING A SOCIAL MEDIA STRATEGY FOR MOBILE Brent Albrecht I Friendemic I National Sales Director I How is the Experience Different for Mobile? Brent Albrecht I Friendemic I National Sales Director I 1.Mobile is not an exclusive experience a.Americans now own 4 digital devices on average 1 b.47% of smartphone owners visit social media sites every day 2 c.Mobile has become a second screen that has transformed the TV viewing experience 2.Though some users rely soley on mobile a.47% of Facebook Users login ONLY from Mobile 1.Top Activities that Shoppers complete on Mobile 2 a.Locate Stores b.Price Comparisons c.Researching Items to buy later d.Reading Reviews e.Using Coupons or Discounts f.Commenting on purchases on Social Media 1.Millenial Medias Smart Report 2.Nielsen, 2014 How to adjust your Content Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Change how you post content This is a DISTRACTED User a.Mobile visitors on Facebook are likely to be multi-tasking so attention span is much shorter b.Dont rely exclusively on Photos. Both Link Posts and Video Posts have been performing better in terms of reach c.Video Content should be shorter, Grab Attention Faster i.Videos should be uploaded to Facebook vs linking to YouTube videos 2.All content should link to mobile friendly sites a.Same goes for your link posts b.Mobile websites beat Mobile Apps i.2 out of 3 customers prefer accessing a mobile website vs a mobile app. Mobile apps created an unneccesary barrier 1 1.Comscore 4. SOCIAL ADVERTISING STRATEGIES Brent Albrecht I Friendemic I National Sales Director I How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Optimize not just the ads, but where you send them a.Ads should always link to mobile friendly page, and i.Landing page should have a track-able phone anda.Sometimes a bounce is not a bounce ii.Landing page should be shorter in length to minimize scrolling iii.Calls to Action near the top of the page iv.Use Anchors v.Keep Lead Gen Forms short How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Media Time Creation a.Within 5 hours people consume 7 hours of content because of the second screen i.People use their smartphones while they watch TV ii.Take advantage of this and use Facebook Ads as a way to reinforce cable Regional Group used current running cable spot to also run with Facebook Ads 97% of the views were on Mobile ReachAmount10 second Views Cost per view Views to 50% Views to 100% Cost per 100% View % of audience engaged 35,002$60011,064$0.059,2147,548$0.1168% How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Carousel Ads work well on mobile a.Use the multiple images to tell a story b.Stitch images together to offer broader view c.Multiple videos ads launching soon! How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Carousel Ads work well on mobile ReachFrequencyImpressionsAmountLink ClicksConversions (Lead form) Cost per ClickCost per Conversion 141, ,000$1,1502,04133$0.56$35 How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Send mobile traffic to Lead Form and Track Conversions a.Use conversion tracking pixel to track ALL actions i.Use Custom Conversion pixels ii.Reminder: Cookies are not shared across browser and app b.Possible Conversions to Track: i.View Content on key pages a.Inventory b.VDP ii.Track Searches iii.Complete registration iv.Submit Lead v.Complete Purchase c.Use a Strong Call to Action How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Send mobile traffic to Lead Form and Track Conversions ReachImpressionsAmountLink ClicksConversions (Lead form) Cost per ClickCost per Conversion 10,21424,092$ $0.87$3.78 How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Send mobile traffic to Lead Form and Track Conversions d.Choose the Right Call to Action How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Send mobile traffic to Lead Form and Track Conversions c.Choose the Right Call to Action 1.01% CTR 0.50% CTR How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Instead of using a Lead Form Use a Click to Call Ad a.Instead of sending to online form, have them call you b.Schedule Test Drives or Provide Quotes c.Service Ads can call to Appointment Desk Click to Call: Ads displayed only to mobile users. Button displays Call Now and upon click displays advertisers number for a click to call Goal. Drive prospects direct to BDC who can answer questions or assist in setting appointment. How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Use Local Awareness Ads 1.Options to Call Now, Get Directions, or Learn More ReachImpressionsAmountClicksConversionsCost/Conversion 56,708176,307$ $40 How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Use Lead Ads only work on Mobile 1.Leads sent directly to you by2.User Clicks call to action, and second click to send info How to adjust your Advertising Strategy for Mobile Brent Albrecht I Friendemic I National Sales Director I 1.Use Lead Ads only work on Mobile ReachLead Forms Submitted Cost/Conversion 60,74744$88.57 Using Mobile Ads, what change should you see? Brent Albrecht I Friendemic I National Sales Director I Share an important takeaway you received from this session using hashtag #DD20 for a chance to win an iPad Contact Info Full Name: Brent Albrecht Company: Friendemic Job Title: National Sales Director