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Social: Why your company should be using Facebook Canvas!
Facebook Canvas is a very cool ad format. Different content blocks - containing any combination of photos, video, text, links, and other content formats - combine to form a unique, immersive brand experience. But what are the best ways to use it? And how can you use it to increase conversion?
Mallorie Rosenbluth, head of social media for Grubhub & Seamless, will discuss her successful use of Canvas, including the ability to retarget ads based on which parts of a Canvas ad a user interacted with (ooh, creepy! And useful!).
Today on Social I got to speak with the lovely Mallory Rosenbluth from GrubHub & Seamless! We discussed how to use Facebook Canvas to promote your business, and why you should be using it. Mallory talked about how you need to go by the cliche "content is king," because it is! In todays social media chaos, sometimes its hard to stand out from the crowd and be "thumb stoppingly creative." By using Facebook Canvas, Mallory explains how they use this amazing tool to really connect and engage with their customers. Grub hub found that the tilt to pan option gave them the most customer engagement rates, and the carousel option is where they generated the highest click-through-rates. Being able to use these creative tools for customer engagement is amazing, but its even better to use these by adding in a call to action option directly after the Canvas advertisement is finished.
Mallorie talked about how easy it is for anyone to create one of these advertisements, stating "It's drag and drop, its just so easy!" She also pointed out that, "businesses large and small can succeed with canvas... it looks like it costs a million bucks, but it didn't!"
If you're interested in learning more about Facebook Canvas, which you TOTALLY should be, tune in below!
She had me at "Zack Morris"
The story Mallorie told about retargeting consumers based on which part of a Facebook Canvas they interacted with the most was just a stroke of absolute brilliance.
Not gonna lie: I was the most psyched for Mallorie's presentation. In addition to the fact that, like myself, she's got awesomely vibrant-colored hair, take a look at this description of her talk:
“Be Like Zack Morris: Using the power of storytelling to sell via social media
Mallorie Rosenbluth, Sr. Manager, Social Media, Grubhub / Seamless
Ever wonder how Zack Morris (yes, that Zack Morris) gets every girl during Saved by the Bell and Screech can’t score one date with Lisa? Watching Zack’s techniques won’t just entertain you and indulge your desire for nostalgia; it will also unlock insights and strategies to apply towards driving ROI via your social media channels. In this session, you’ll learn about the Zack Morris approach and hear real examples of how this technique has worked in practice for both Grubhub and Seamless.”
Beyond the "Saved by the Bell" retro goodness, this actually sounded like a really useful presentation. And it was!
(In short: Screech's persuasion technique to get Lisa is like shouting, "Buy me!" at your audience; Zack gets all the ladies via understanding his target and wooing them via suave storytelling)
I'm planning to have Mallorie on Social sometime soon to discuss Facebook Canvas, since I think a lot of us could use a little more understanding of this great new feature. The story she told about retargeting consumers based on which part of a Canvas they interacted with the most was just a stroke of absolute brilliance - one which I'm dying to try!