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Growing a Quality FB Base. Custom Audiences, ROI, & Engagement. Overview. First, the wrong way to acquire fans Why fans are attractive Intelligent fan acquisition Optimizing fan engagement Multi-touch customer journeys. Legacy Issues. C ontests were used to build a fan base

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Growing a quality fb base

Growing a Quality FB Base

Custom Audiences, ROI, & Engagement


Overview
Overview

  • First, the wrong way to acquire fans

  • Why fans are attractive

  • Intelligent fan acquisition

  • Optimizing fan engagement

  • Multi-touch customer journeys


Legacy issues
Legacy Issues

Contests were used to build a fan base

Indonesians were 24% of the fan base

Indonesians are not the target market


Usa ca fb traffic is engaged appealing
USA & CA FB traffic is engaged & appealing


Indonesian fb traffic is not appealing
Indonesian FB traffic is not appealing


Intelligent fan acquisition
“Intelligent” Fan Acquisition

  • Custom Audiences isolated 1,200,000 past version owners – a 42% match rate

  • Macro revenue covered 66% of costs

  • Result = Fan CPA reduced 66%



Multi touch dr customer journey
Multi-Touch DR Customer Journey

Social Media

Non-Brand Keyword Search

ReTargeting

Banners

In-Prod-Mkting

SEO

Attention

Interest

Desire

Action

Amplify

Loyalty

eMail

Brand Keyword Search

Affiliate

3rd Party Banners

eDM List > FB Ad > Corel.com > Site Retargeting > Trial > IPM/eDM > Purchase



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