Kenshoo Social and Shoutlet Illuminate Value of Facebook Marketing for Zappos, Driving Significant Return on Investment
Zappos' social media posts achieved 1.75 percent average conversion rate; 42 percent of posts generated sales revenue; amplification with paid ads delivered 5X revenue lift
SAN FRANCISCO, February 6, 2013 /PRNewswire/ --
Kenshoo Social (http://www.KenshooSocial.com), a global social marketing platform, today announced results of an integrated Facebook marketing campaign with leading online retailer, Zappos, and cloud-based social marketing platform, Shoutlet. During a two-month test on a single brand page, Zappos' Facebook posts generated approximately 85,000 visits to its website. The high-quality traffic produced an average order value (AOV) on par with its paid search and social marketing programs and an impressive return on investment (ROI). The campaign achieved an average conversion rate (CVR) of 1.75 percent, with some of the most successful page posts exceeding 10 percent CVR.
Through the Kenshoo Social and Shoutlet holistic solution for paid and owned media attribution, Zappos was able to measure Facebook page posts by sales revenue for the first time and truly identify the value of Facebook as a marketing channel. Leveraging new social media metrics, including revenue per post (RPP) and revenue per click (RPC), Zappos identified the brand's highest converting Facebook page posts, and the team's social content managers tailored subsequent posts toward revenue goals. Additionally, Zappos' paid social media buyers were able to selectively amplify posts with paid ads based on conversion and revenue data, rather than rely 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 the Zappos team to create and amplify synergies between our paid and owned social media strategies," said Graham Kahr, social scientist at Zappos. "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."
During the campaign, 42 percent of Zappos' posts resulted in sales and revenue as measured by Kenshoo Social and Shoutlet. Furthermore, amplifying high-performing posts as Facebook desktop and mobile news feed page post ads generated a five times revenue lift and significant ROI. Unlike other offerings in the market, the integrated solution from Kenshoo Social and Shoutlet empowered Zappos to more effectively allocate its owned and paid social media marketing resources based on bottom-line revenue generation. For one particular Facebook post, Kenshoo Social and Shoutlet recorded a 3.5 percent unique click-through rate (CTR), 3.4 percent CVR, $4.90 RPC, and 34x ROI.
"Utilizing attribution solutions that better reflect a company's bottom-line goals and seamlessly align social content and paid media teams around a common objective can be a true game-changer," said Sivan Metzger, general manager of Kenshoo Social. "Zappos has proven that our innovative approach to social media measurement and optimization delivers powerful results from Facebook marketing."
Please visit KenshooSocial.com/Zappos for the case study detailing the complete findings.
About Kenshoo Social
The mission of Kenshoo Social is to activate and illuminate the value of social media with breakthrough technology that drives results. Through Kenshoo Social, marketers can develop integrated social media campaigns to achieve brand building and performance marketing goals. Kenshoo Social is built on the Kenshoo Universal Platform, a scalable infrastructure that bridges the gap between owned, paid, and earned media for cross-channel measurement and optimization. As a Facebook Strategic Preferred Marketing Developer with access to the Facebook Exchange, Kenshoo Social delivers over 1 billion targeted ads each day. Please visit KenshooSocial.com or Facebook.com/KenshooSocial for more information.
Kenshoo is a digital marketing technology company that engineers premium solutions for search marketing, social media and online advertising. Brands, agencies and developers use Kenshoo Enterprise, Kenshoo Local and Kenshoo Social to direct more than $25 billion in annual client sales revenue. The Kenshoo Universal Platform delivers automation, intelligence, integration and scale to make better marketing investments. With campaigns running in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks, Kenshoo clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Kenshoo has 16 international locations and is backed by Sequoia Capital, Arts Alliance and Tenaya Capital. Please visit http://www.Kenshoo.com for more information.
Kenshoo Social and Kenshoo are trademarks of Kenshoo Ltd. Other company and brand names may be trademarks of their respective owners. Facebook® is a registered trademark of Facebook, Inc.
SOURCE Kenshoo Social
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