Shoutlet, Inc. 2013 • v13.01 shoutlet.com • facebook.com/shoutlet • twitter.com/shoutlet

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

GOALPROVE 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.

CAMPAIGNSOCIAL 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

HOW SHOUTLET AND KENSHOO SOCIAL HELPEDUsing 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.

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.

34XRETURN ONINVESTMENT

3.5% UNIQUE CLICK-THROUGH

RATE (CTR)

3.4%CONVERSIONRATE (CVR)

RESULTSSAMPLE RETAILER CONVERTING OWNED MEDIA POST*

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.

* Metrics represent actual performance results for a sample page post and do not represent average performance across the entire campaign.