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Facebook and Beyond the Rack

Facebook and Beyond the Rack. Richard Cohene Director of Marketing . COMPANY PROFILE. Launched in 2009 Offices in Montreal, New York, Las Vegas and Toronto $ 150 Million in 2012 (+55% vs. 2011) Largest Canadian e -commerce retailer

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Facebook and Beyond the Rack

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  1. Facebook and Beyond the Rack Richard Cohene Director of Marketing

  2. COMPANY PROFILE • Launched in 2009 • Offices in Montreal, New York, Las Vegas and Toronto • $150 Million in 2012 (+55% vs. 2011) • Largest Canadian e-commerce retailer • #3 fastest growing company Canada for 2012 (Profit Magazine) • #1 fastest growing online retailer for 2011 (Internet Retailer)

  3. CORPORATE GROWTH • 9million consumer members • 200K new members per month • 450 Employees • 360,000 Facebook & 19,000 Twitter fans • 65million showcase page views, (Feb 2013) • 75% of traffic repeats • 10,000 total shipments daily (North America)

  4. Over 5,000 Brands and 13 Merchandise Categories Fashion, Accessories, Footwear, Home, Jewelry, Beauty, Kids, Men’s, Consumer Electronics, Travel, Lingerie, Swim, Plus

  5. Social from 30,000 feet: 19% of monthly new members come from Social media Staff: Media buyer Community manager CSR Product facing: Connect Desktop/ Mobile Custom FB Fan page Paid ads/ tracking (Adparlor) FB easy sharing (Events, PDP, Purchases)

  6. FB Connect: -12% of monthly registrations-10% to 12% of daily logins-40K to 60K daily revenue

  7. FB fan page:-353K likes-6%-8% engagement

  8. FB community:- We monitor and react

  9. Register in FB:

  10. Social organic growth:Revenue for organic FB traffic $1.8M

  11. What KPI’s are you tracking?CPC - Conversions – CPL – CPA – ROMI - Time on site - Bounce rates – LTV- K-Factor …… The devil is in the details

  12. What LTV Means to me:

  13. Mobile it important: 78% reg 65% rev 13% reg 18 % rev 9% reg 17% rev

  14. Beyond the Rack and Adparlor: Test everything, then test it again • Partnership with PMD Adparlor • Facebook pixel tracking integration (97% accurate) • Daily manual optimization short term agility • Machine learning for long term ROI • -Daily testing and learning • -Look a like targeting • -ROI by device Desktop/Tablet/Mobile • -Target by age/demo/likes/time on site • -Day parting • -Ad copy/creative for CTR • -Test everything you can, even the things you think you know……..

  15. Social sharing:

  16. App coming soon

  17. Facebook and Beyond the Rack Richard Cohene Director of Marketing

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