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Growing a Quality FB Base

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

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  1. Growing a Quality FB Base Custom Audiences, ROI, & Engagement

  2. Overview • First, the wrong way to acquire fans • Why fans are attractive • Intelligent fan acquisition • Optimizing fan engagement • Multi-touch customer journeys

  3. Legacy Issues Contests were used to build a fan base Indonesians were 24% of the fan base Indonesians are not the target market

  4. USA & CA FB traffic is engaged & appealing

  5. Indonesian FB traffic is not appealing

  6. “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%

  7. Driving Maximum Value

  8. 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

  9. Thank you

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