How TigerTail hooked Facebook engagement at 5 cents

Screen Shot 2013-12-11 at 5.45.53 PM

Kevin McGinnis runs online marketing for TigerTail, a manufacturer of ATV equipment in Minneapolis, MN.

Like most small businesses, he has a website, shopping cart, email list, and Facebook page. These different systems don’t talk to one another.

He knows that when he sends email, it drives sales. But it’s not exactly clear how all his marketing efforts come together.

So this is what he did to kick his marketing into high gear on Facebook.

He uploaded his email list to Facebook, getting 500 users to match.

Screen Shot 2013-12-11 at 5.48.12 PM

You can do this with whatever email system you use — MailChimp, ConstantContact, Infusionsoft, aweber, or whatever. And it’s free.

Now whenever he posts to Facebook, these email subscribers will also see his messages in their News Feeds.

He set up the 3 campaign structure of audience, engagement, and conversion, as described here.
Screen Shot 2013-12-11 at 5.51.28 PMTigerTail is able to automatically grow its fan base, increase engagement, and drive sales, since these campaigns are linked together.He’s spending $25 a day.

His top ad drove a 10% CTR and 666 actions for only $29. That’s 5 cents per engagement.

Screen Shot 2013-12-11 at 5.53.06 PM

We know that the higher the CTR, the lower the CPC. Facebook rewards you for having highly engaging content targeted at the right audience.

In this case, ATV enthusiasts whose friends are connected to TigerTail. It’s this last filter that makes everything relevant, since it’s leveraging the social connection of what friends like.

This is word of mouth at scale and how social advertising is different than paid search.

But we also want to drive the bottom line — we need sales.

Here is the e-commerce reporting from his Google Analytics.

Screen Shot 2013-12-11 at 5.56.04 PM

The conversion campaign is fed from the engagement campaign. So a lot of the Facebook engagement traffic drives more searches in Google, which then gets credit for the eventual sale.

That’s why even though there is more traffic from Facebook, the revenue impact is seen via Google.

Screen Shot 2013-12-11 at 5.57.14 PM

Many e-commerce players make this last click attribution mistake, not realizing there is an assist from Facebook that makes email and search more effective. More people are going to search for your name because of your social efforts.

The only real solution here on this tracking issue is to have a tag management system in combination with url tags and conversion tracking pixels.

Even still, Google Analytics hides most of the referral traffic, including the keyword that the user came in on, like this:

Screen Shot 2013-12-11 at 6.00.05 PM

As you can see, most of the traffic is hidden under the “not provided”.

Readers, what are you doing about tying your search and social efforts together?

Social Media 101

Mediabistro Course

Social Media 101

Get hands-on social media training for beginners in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will teach you the best practices to be successful on social. Register before July 31 to get $50 OFF with early bird pricing. Register now!

 

Leave a Reply

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Digital Content Promotion Coordinator

The Dallas Morning News
Dallas, TX

Social Media Coordinator

Northside Media Group - Brooklyn Magazine
Brooklyn, NY

Social Media Manager

National Center for Learning Disabilities
New York, NY

Associate Editor, Social Media/Newsletter

AFAR Media
San Francisco, CA

Social Media Coordinator

Benefit Cosmetics
San Francisco, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
 
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us