Kenshoo Social and Shoutlet Illuminate Value of Facebook Marketing for Zappos, Driving Significant Return on Investment

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

PR Newswire

SAN FRANCISCO, February 6, 2013

SAN FRANCISCO, February 6, 2013 /PRNewswire/ --

Kenshoo Social (, 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

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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

"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

Please visit 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 or for more information.

About Kenshoo

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.comfor 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

Contact: Contact: Addie Reed, PReturn Inc., +1-312-432-9406,
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