[Editor's note: This is the ninth "link" in a 10-part series. The first, Do You Have Broken Links?, appeared on Mar. 23. Check back Friday, May 25, for link 10: email acquisition chains.]
For the social acquisition chain analysis, we looked at four ads on social networking sites to determine the effectiveness of customer acquisition chains (CACs). The advertisements shown here appeared on Facebook and LinkedIn. Here are the results:
Social No. 1: Bonobos.com, featuring men’s pants. Link: http://www.bonobos.com/welcome/facebook. Clicking the link on Facebook took us to a page with men’s pants and other items, plus an attractive 40 percent discount offer (as mentioned in the “You Need These Pants” ad) and a code to use at checkout. It’s exactly what you’d expect and is well done CAC.
Social No. 2: Sleep Connect, pitching sleep apnea supplies. Link: http://sleepapneasupplies.sleepconnect.com/. Clicking the link on Facebook took us to a simple Web page requesting basic information so that we could learn if we qualify for sleep apnea supplies at little or no cost. The promise of the ad was fulfilled at the website.
Social No. 3: Colorado Technical University, offering a MBA in marketing. Link:
http://www.ctucomm.com/online/programs/masters_degrees.asp?code=4310&siteid=marketing. This LinkedIn ad took us to a detailed page about the MBA offering from CTU. It included a simple form to request more information and listed other degrees. If we were thinking about going for an MBA, this ad and corresponding Web page would have met our expectations for relevant information.
Social No. 4: 4pm.com. Link: www.4pm.com. The ad on LinkedIn pitches project management seminars and links to a page that gives extensive detail on the Project Management Training & Certification program, along with a video and testimonials. There is a phone number to call (good), but there was no easy online response mechanism–we think this would help improve conversions.