Social media has evolved and social ads are becoming an increasingly efficient lead source. This slideshare is a presentation from a social media advertising workshop and covers an introduction to sales funnels, how to start a conversion funnel analysis, Facebook conversion pixels, Facebook custom audiences, tips to increase your conversion rate, and Facebook remarketing. Originally posted here: http://www.galvanize.com/blog/facebook-advertising-and-social-media-strategy/

1. SOCIAL MEDIA
ACQUISITION
Who are your customers?
How do you find more of them?

2. Before you can acquire more
customers efficiently, you need
to understand your customer
lifecycle

3. SUCCESS
what people think
it looks like
what it actually
looks like

4. YOUR CUSTOMER LIFECYCLE
what people think
it looks like
what it actually
looks like

5. FUNNEL 101
ASK THE QUESTIONS

6. Turn Your Business Questions
How do your customers find you?
What does your funnel look like?
How long from stranger to customer?
What’s their customer experience in that
same time period?

7. Into Data Questions
What percentage of leads are coming from
which source?
Does time in funnel affect conversion rate?
What percentage of new leads are
customer referrals?
What percentage of your business is repeat
business?

8. What are your
business questions?

9. How can you turn them
into data questions?

10. MAP YOUR FUNNEL
ANSWER THE QUESTIONS

11. pretty
standard
funnel
VISITOR
LEAD
CLIENT REPEAT

12. But we’re forgetting
an important piece…

13. flip
the
funnel
VISITOR
LEAD
CLIENT
REPEAT
BRAND
ADVOCATE
REFERRAL
ADVOCATE
NETWORK

14. flip
the
funnel
VISITOR
LEAD
CLIENT
REPEAT
BRAND
ADVOCATE
REFERRAL
ADVOCATE
NETWORK
You won’t get
repeat business
from all clients, just
the happy ones

15. flip
the
funnel
VISITOR
LEAD
CLIENT
REPEAT
BRAND
ADVOCATE
REFERRAL
ADVOCATE
NETWORK
If you want referral
business (you do),
you need to treat
your advocates’
network like part of
your funnel

16. And what’s the best way
to nurture your
advocates’ networks?

17. Social Media
Advertising!

18. FUNNEL ANALYSIS
EXAMPLE
REAL ESTATE BROKERAGE

19. VISITOR
REGISTRANT
READY TO TOUR
TOURING
DEAL
TIME
standard
real estate
funnel

20. Business Questions
1. In order to help our agents prioritize touring
clients, we mark them inactive after 30 days
without touring. Is this the right threshold?
2. What is the ideal customer lifecycle in terms of
“touches” from the brokerage?
3. How often do our clients recommend our
services?

21. Data Questions
1. How does the number of days a customer takes
off from home touring affect their eventual close
rate?
2. Does the number of times we interact with a client
affect their close rate, or how quickly they close?
3. What percentage of our business is referral?

22. flip the
real estate
funnel
ADVOCATE
NETWORK
VISITOR
REGISTRANT
READY
TO TOUR
TOURING
DEAL
REPEAT
REFERRAL
INACTIVE
ADVOCATE

23. What We Found
How does the number of days a customer takes
off from home touring affect their eventual close
rate?
Counting touring customers inactive after 30 days
was too short. Touring can be exhausting, we found
people were not truly inactive until 55 days off.

24. What We Found
What percentage of our business is referral?
We didn’t have the capabilities to measure this, but
our funnel analysis flagged that and we built a
system.
We eventually found that referral customers tend to
close quicker than non-referral. We hypothesized
this was due to their familiarity with the brand and
process.

25. What We Found
How does the number of times we interact with a
client affect their close rate?
Once people’s touring patterns decreased, if they
didn’t put in an offer, we targeted them on
Facebook. Encouraging them to tour specific, local
listings. This worked, especially for inactive
customers.

26. Your Turn: Draw Your Funnel
1. Draw your funnel (keep it simple, napkins are cool)
2. Take a picture
3. Tweet it at me!
Tag @_rsamuelson and tell me what your business
does

27. Tip
Your business may have more than one
funnel. Consider the different types of
customers you have and how their funnels
differ.
For example, an app that connects students to
employers will have a student funnel and an
employer funnel.

28. SOCIAL MEDIA
FUNNEL
SOCIAL MEDIA HAS CHANGED

29. It used to be enough
just to build a large
community

31. Then people started to
realize their communities
had serious power

32. Traffic
Rules
Everything
Around
Me

33. And as traffic grew,
so did conversions

35. If your social media funnel
looks like this, you’ve only
reached the tip of the iceberg

36. YOUR COMMUNITY
TRAFFIC
CONVERSION

37. It should look like
this…

38. SOCIAL MEDIA USERS
TRAFFIC
CONVERSION

39. SOCIAL MEDIA USERS
TRAFFIC
CONVERSION
56% of Americans

40. STARTING FROM
THE BOTTOM
SETUP TO CONVERT FROM SOCIAL MEDIA

41. Do These Things First
1. Map customer journey from discovery to
objective
2. Setup conversion pixels
3. Setup customer journey assets, if you
need them
4. Tag Your Links

42. Customer Journey
1. Map customer journey from discovery to
objective
2. Setup conversion pixels
3. Set up landing pages, if you need them
4. Tag Your Links
This is where we get specific.
Map your customer’s journey from ad
impression on your most-utilized social
network to your objective.

43. Customer Journey Examples
FB Ad
Impression Click LP Sign up
What is your end goal for customers from social?
Free Trial:
Newsletter Sign-up:
Email
Capture
FB
Lead Ad
Impression

44. This has fewer steps because I’m using Facebook’s new
Lead Gen ads. Once you map your customer journey, fit it
to the ad options and try to cut out steps where you can.
Newsletter Sign-up:
Email
Capture
FB
Lead Ad
Impression

45. Your Turn: Map Your
Customer Journey
1. Map your customer journey (be specific!)
2. Take a picture
3. Tweet it at me!
Tag @_rsamuelson and tell me if you think you can
cut out any steps

46. Do These Things First
1. Map customer journey from discovery to
objective
2. Setup conversion pixels
3. Setup landing pages, if you need them
4. Tag Your Links

47. Conversion Pixels
The Linchpin of your Acquisition Operation
Easy to Install
1. Facebook Ads Manager
2. Tools -> Pixels
3. Actions -> View Pixel Code
4. Copy -> Paste into the header tag on your site

48. Need help installing?
Check out the resources
section for a how-to guide.

49. Tip
Conversion pixels can be installed into the
body of a blog post if that’s faster than
waiting for an engineer to do it.
At the very least, get one on your landing
pages so you can use them to remarket.

50. Do These Things First
1. Map customer journey from discovery to
objective
2. Setup conversion pixels
3. Setup customer journey assets, if you
need them
4. Tag Your Links

51. Customer Journey Assets
• Landing Pages
• Forms
• Email Templates
• etc
We’re not going to cover these in depth. If you
want me to, tweet at me (_@rsamuelson) and tell
me.

52. Do These Things First
1. Map customer journey from discovery to
objective
2. Setup conversion pixels
3. Setup landing pages, if you need them
4. Tag Your Links

53. Why do you need to
tag your links?

54. Dark Traffic
It’s estimated that 50% of
social traffic is “dark”

55. Dark Traffic
Definition: The social sharing
of content that occurs and
cannot be tracked by analytics
programs

56. Track Everything
It’s impossible to attach an ROI
to something unmeasured.
Track everything

57. How do you tag your
links?

58. You’ve Seen URLs Like This
http://www.galvanize.com/landing/data-
science?
utm_campaign=local&utm_medium=soc
ial&utm_source=facebook&utm_content
=top-cta

59. You’ve Seen URLs Like This
http://www.galvanize.com/landing/data-
science?
utm_campaign=local&utm_medium=soc
ial&utm_source=facebook&utm_content
=top-cta
Everything after the question mark is
called a “UTM Parameter”

60. Types of UTM Parameters
UTM Definition Required? Example
Campaign
specific marketing campaign or
promotion
Yes local
Medium method of sharing Yes social
Source origin of traffic Yes facebook
Content
additional details for A/B testing
or content-specific ads
No top-cta
Term suggested for paid search No
holiday-
giveaways

61. What does this URL mean?
http://www.galvanize.com/create-content-
that-drives-traffic?utm_campaign=e-
content&utm_medium=social&utm_sour
ce=facebook&utm_content=test

62. What does this URL mean?
http://www.galvanize.com/create-content-
that-drives-traffic?utm_campaign=e-
content&utm_medium=social&utm_source
=facebook&utm_content=test
The link was used in our
entrepreneurship content campaign

63. What does this URL mean?
http://www.galvanize.com/create-content-
that-drives-traffic?utm_campaign=e-
content&utm_medium=social&utm_sourc
e=facebook&utm_content=test
The link was shared via social media

64. What does this URL mean?
http://www.galvanize.com/create-content-
that-drives-traffic?utm_campaign=e-
content&utm_medium=social&utm_sourc
e=facebook&utm_content=test
The specific social media site was
www.facebook.com

65. What does this URL mean?
http://www.galvanize.com/create-content-
that-drives-traffic?utm_campaign=e-
content&utm_medium=social&utm_source
=facebook&utm_content=test
Let’s say you want to test which headline
will do better. You’d create the content
parameter based on which ad headline
the link is attached to. This is the test
headline.

66. What about utm_term?
utm_term is almost exclusively used for paid keyword
tracking in Google Adwords. You will not need to use
it for conversion on social. The link in resources about
UTM parameters covers it, if you want to learn more.

67. LET’S BUILD
A SOLID FOUNDATION IS KEY

68. Create Your Audiences
Three Kinds (on Facebook):
• Saved
• Lookalike
• Custom
Twitter and Pinterest have similar audience
setups

69. Saved Audiences

70. Saved Audiences
• No pixel required
• Easy way to save targeting groups that you use
often
• Example: Plug your competitors into “interests”
and use it to woo people to your company

71. Uncover New Saved Audiences
There is a $5 Twitter Experiment on Jon Loomer’s blog
that you can run to find new saved audiences
Applicable if:
• You don’t have a pixel installed
• You don’t have a ton of traffic yet
• You have a new product to test out
• You are looking for some new targeting options

72. $5 Twitter Experiment
1. Set up a $5 Twitter Ad
• Campaign Objective: Tweet Engagements
• You can run it from a brand account or your
personal
• Include a photo
• Use TV show targeting, if applicable as it has the
highest engagement rate

73. $5 Twitter Experiment
2. Let the ad run through it’s $5 budget (might take a
day or two)
3. Export the campaign information from the
“interests” tab, by day

75. Clean Up Your Data
1. Sort by spend, delete rows that have $0 spend
2. Sort by impressions, delete any rows that have
less than 15 impressions
3. Sort by engagement rate, delete the bottom third
4. Add three blank columns to your spreadsheet

76. Analyze Your Data
1. Your first blank column is “Engagement Rate/CPE”
• This will give you a ranked list of the most cost-effective interest
groups to target
2. Your second blank column is “Media Views/Impressions”
• This will give you a “media view rate”
3. Your third blank column is “Media Views/Engagement Rate”
• This will give you an ER that combines media views and total
engagements
4. Sort by each of your new columns and highlight the top interests that are
high across the board

78. Use Your Data

79. What happened when
we used these niche
targeting groups?

80. Results
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
Control Experiment #1
Cost per Lead

81. Results
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
Control Experiment #1
Cost per Lead
-29% Drop
in CPL

82. Custom Audiences:
Customer List

83. Where the Magic Begins
Custom Audiences can be used in three
different ways:
• Customer List
• Website Traffic
• App Activity

84. Custom Audiences

85. Customer List Examples
• Event Attendees
• Newsletter Subscribers
• Older clients that you want repeat
business from
You must have a minimum of 400 emails
or Facebook_IDs for this to work

86. Tip
Upload your whole customer list, create a
Lookalike Audience from it (slides on that next).
Create an ad for the Lookalike Audience.
Go get some brand new customers.

87. Lookalike Audiences

88. Lookalike Audiences
Now that you’ve created some audiences, you can
expand upon them with Lookalike Audiences:
• Based on a customer list upload
• Based on user activity on the website
• Based on who is in your community

89. Lookalike Audiences
every_customer_ever

90. every_customer_ever
Lookalike Audiences
This is based
on a custom
audience,
which was
created from
my full
customer list

91. Custom Audiences:
Website Traffic

92. Website Traffic

93. How to Create a Website
Traffic Audience

94. Let’s say you want to build an
audience on Facebook of people
who have visited your blog, so you
can serve them your newest content

96. Change this to only capture
visitors to specific pages
(you can do custom
combinations here, too)

97. Input your directory or URL
keyword you want to track
visitors to

98. Default is 30
days. 180 is the
max. You’ll want
to use the max if
you don’t get at
ton of traffic

100. Facebook will need some time to
build your audience, so let’s
create some ads in the meantime

101. NOW WE’RE HERE
AND WE’RE GONNA HAVE A GOOD TIME

102. Ad Planning
You should make a plan before you start making ads.
Setup a Google Sheet with these columns and dream up
all the possibilities.
Objective
Budget
Image
Landing Page URL (with tags)
Which Audience?
Additional targeting, if needed
Location, if applicable

103. Ad Planning: Testing
Ad Planning will also make it much easier to
test and properly track your results.
Don’t be afraid to test, just test one variable at a time:
CTA
Image
Creative
Description

104. Ad Setup
1. Manage Ads
2. Create Ad
3. Choose Your Objective
4. Set Audience
5. Set Budget
6. Build Your Creative
7. Launch!

105. Ads for Conversion

106. Get Local
Social Media is global, but users’
interactions are local.

107. Not Local

108. Local

109. This is Why
After
1-week
Not-Local Local Delta
Clicks 1668 1497 -11%
Leads 40 74 46%
CPL $40 $23 -74%
Conversion
Rate
2.40% 4.94% 51%

110. Tip
Local = Specific. If you’re in e-commerce and
you don't have a location to call out, keep
your ads and CTAs extremely simple and
specific.

111. Remarketing

112. Get Them Back
Think back to your funnel analysis and
ask yourself:
• Where am I losing people?
• What do they need to come back?

113. Get Them Back
Remember those custom audiences based
on website visitors?
This is where they come in handy.
Ads Manager -> Tools -> Audiences -> Create New

114. For example, I want everyone who saw
our Full Stack Program landing page,
but didn’t convert to a lead to see an
ad that will entice them to come back

115. Setup Your Audience

116. Setup Your Audience
I know that all of
my Full Stack
LPs have “fs” in
the URL (and no
other pages have
that), so I want to
include that

117. Setup Your Audience
But I want to
exclude people
who have seen a
“Thank You”
page, which the
user only sees
after they
become a lead

118. Setup Your Audience
Now, I have an audience
of 3700 people who
were interested enough
to click on an ad, but for
whatever reason, they
didn’t convert

119. Now Let’s Create an
Ad for Them

120. Create Your Ad
Remember those custom audiences based
on website visitors?
This is where they come in handy.

122. Correct Objective

123. Tagged URL

124. Associated Pixel

126. Build Your Creative

127. Based on my funnel analysis and
talking to my customers, we learned
that tuition cost was one of the biggest
hurdles our potential leads were facing

128. So I Served Them This

129. And What Do Ya Know…
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
Control Experiment #1 Remarketing
Cost per Lead

130. And What Do Ya Know…
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
Control Experiment #1 Remarketing
Cost per Lead
-214% Drop
in CPL

131. YOU’RE READY
GO GET ‘EM

132. Thank You
Thanks for your time!
I’d love to hear what you learned or what you’re
excited to try. Tweet at me and tell me:
www.twitter.com/_rsamuelson

133. Want More Content Like This?
Go To:
www.galvanize.com/blog

134. Resources
• $5 Twitter Experiment: www.jonloomer.com/
2015/08/23/twitter-ad-facebook-strategy/