After their successfull talk at Dublin's Social Media Summit, Anna and Natalie share how to create a full funnel social media strategy.

1. Full Social Strategy from Engagement to Conversions

3. • Pixel
• Business Manager
• Creative Assets
• Audiences
• Analytics and Reporting
5 Must-Haves
Full Funnel Social Media Strategy from Engagement to Conversions

4. Full Funnel Social Media Strategy
Full Funnel Social Media Strategy from Engagement to Conversions

5. Video
Canvas
Broad Interest Targeting
Website Visitors
Lookalike
Full Funnel Social Media Strategy from Engagement to Conversions

6. • Higher Reach
• Audience Collection
• Short Format
• Cost efficient >€0.01
Why Video For Awareness?
Full Funnel Social Media Strategy from Engagement to Conversions

7. • Grab Attention in first 3 seconds
• Total length under 20 seconds
• Use subtitles
• Include a Call to Action
• Collect Audiences
Tips For Video
Full Funnel Social Media Strategy from Engagement to Conversions

8. Why Facebook Canvas?
Full Funnel Social Media Strategy from Engagement to Conversions
• Immersive Ad Format
• Engaging: 126% view uplift when using canvas
Average view time is 52 seconds
• Utilising various creative formats
• High CTRs

9. Newsfeed Ads
Carousel Ads
Remarket to Custom
Audiences from
Awareness stage
Email Lists
Website Visitors
Full Funnel Social Media Strategy from Engagement to Conversions

10. Facebook Carousel Ads
• Promote multiple images
• Use to drive relevant traffic
• Higher CTR compared to single
image ads
• Reduced CPC
Full Funnel Social Media Strategy from Engagement to Conversions

11. Tips for Carousel Ads
• UTM Links for tracking and reporting
purposes
• Upload your own photos
• Option to include video
• Multiple CTA options: Call now, book now,
shop now, learn more, contact us etc.
Full Funnel Social Media Strategy from Engagement to Conversions

12. Lead Generation Ads
Dynamic Product Ads
Newsfeed Ads
Carousel Ads
Remarket to warm
Custom Audiences
(web visitors, email
lists, engaged users)
Full Funnel Social Media Strategy from Engagement to Conversions

13. Lead Generation Ads
• Prompts users to fill out a form
• Auto populated from user Facebook
profile
• Automatically collect leads
• Mobile, Desktop & Instagram
Full Funnel Social Media Strategy from Engagement to Conversions

14. Dynamic Product Ads
• Upload a Product Catalogue
• Products shown based on users browsing
history
• Uses Facebook Pixel
• Automatically turn off ads for Out of Stock
• Mobile, Desktop & Instagram
Full Funnel Social Media Strategy from Engagement to Conversions

15. User Generated Content Remarket to Converters
Full Funnel Social Media Strategy from Engagement to Conversions

16. Advocacy
Full Funnel Social Media Strategy from Engagement to Conversions

17. Tips for UGC Campaigns
• What photos are on their phone already?
• Leverage and start with the loyal customers
• Offer incentive if possible
• Use authentic content where possible
Full Funnel Social Media Strategy from Engagement to Conversions

18. Key Takeaways
Full Funnel Social Media Strategy from Engagement to Conversions
Bring a user on a journey
Tailor your messages to
each stage of the funnel
Capture your Custom
Audiences for Remarketing
Don’t forget to optimise your campaigns

19. www.wolfgangdigital.com/SMSummit
Free Resources
Full Funnel Social Media Strategy from Engagement to Conversions

20. Questions?
#SMSummitIRL @wolfgangDigital
Full Funnel Social Media Strategy from Engagement to Conversions
Or email us directly at:
anna@wolfgangdigital.com
natalie@wolfgangdigital.com