Case Study - How JustBooks Clc uses Facebook to connect with their target audience

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An overview of how JustBooks, a unique organisation giving users the ability to Read, Rent and Return books leverage Facebook for increased engagement. In just two month, AliveNow helped transform the JustBooks page with many applications, features and better engagement/conversation.

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Case Study - How JustBooks Clc uses Facebook to connect with their target audience

  1. 1. Country: India | Sector: Library/Rentals JustBooks Clc Case Study An overview of how JustBooks, a unique organization giving users the ability to Read, Rent and Return leverage Facebook for increased engagement. In just two months, AliveNow helped transform the JustBooks page with many applications, features and better engagement/conversation.www.alivenow.in facebook.com/alivenowinc October 2011blog.alivenow.in twitter.com/alivenowinc Bangalore, India
  2. 2. Country: India | Sector: Library/Rentals facebook.com/JustBooksCLCObjectives and Strategy To build the brand image and create a recognizable identity for JustBooks’ unique model of operation. Also spreading the word about the online library model where one can rent, read and return the book! Create engaging content which will drive the Fans to get involved with the brand. Increase the reading habit and reinstate the fact that it is not required to Buy the book to read it. Create a buzz about JustBooks and get the word going around by creating more online conversations. Also, to keep a track of all the online conversations happen- ing and fix any issues/problems/concerns. Build more personal relationships with the members by engaging with the Fans with regular updates on Authors, Books, Trivia and ask questions regarding the same. Empowering fans to suggest books which can be added to the collection of Books at JustBooks Clc Library’s. Announce opening of new Stores, share photos of the stores.
  3. 3. Country: India | Sector: Library/RentalsObjectives and Strategy Increase the number of avid readers, making it easier for the members to lend books from JustBooks. Share events organized by JustBooks Clc for members and promote the same. Most updates on the facebook wall about the Author or Book is combined with a link to the collection of Books by the author or to the book on the website. This lets the members to locate the Book easily and rent it. Keep making posts in order to keep the customers updated and giving them a reminder about the brand. It’s a way where communication happens between business and many potential readers. Establish as the one stop solution for all Reading requirements. Give a chance to let your customers play an active role in the business. Let them give suggestions and share what they like and what they don’t. This drives high consumer delight.
  4. 4. Country: India | Sector: Library/RentalsActivities Done (Introduction) By Default Fans would land on the Welcome Tab, for a overview of what Just- Books is all about and the collection of Books and more is listed here. The Land- ing page can be changed as and when a new communication is required to go. We created “Rent Books” Tab were the New Arrivals, Top Rentals, Recom- mended Books, & Best Sellers are displayed and the fans can browse the list and Rent the Book he/she is willing to read. Memory Game tab, a fun corner for Fans to check their visual memory. “Join Us” Tab enabling fans to sign up with JustBooks Library. Once the fan signs up for JustBooks Clc from this tab, a representative from JustBooks Clc would contact the Fan and provide him/her with details on the different membership offers. JustBooks Connect tab where the fans can access the mothly JustBooks newsleter right from Facebook. Press releases. Poll and questions to know customers preferences, their likes etc.
  5. 5. Country: India | Sector: Library/RentalsWelcome Tab Created a Welcome Tab for JustBooks Fans on Facebook. We created an infographic Slideshow with interesting and compelling reasons to be a part of JustBooks Clc. Fans could easily go through initial information on why JustBooks is unique, the collection of books in it’s stores, etc. We made the Welcome page interesting by making it an automated slideshow.
  6. 6. Country: India | Sector: Library/RentalsRent Books We wanted to showcase the New Arrivals,Top Rentals, JustBooks Recommend Books, Best Sellers and Books for Young Readers all in one place. To address the above need we Created a “Rent Books” Tab enabling fans to go through the above mentioned category of books right from Facebook and also enabled a way for fans to rent the books. Fans could select the different categories from the Drop Down menu and books related to that category would be displayed and when clicked on the Book it would lead them to the corresponding page on the JustBooks Clc website. This was to enable fans to go through the featured books right from the Facebook Page.
  7. 7. Country: India | Sector: Library/RentalsMemory Game Created a Tab for Memory Game. This was a fun activity for fans and also a brain teaser. The rules were simple, match the books with the minimum number of clicks! The fan could reset his score and begin all over. We made it possible for fans to share the Memory Game with their friends. We made updates on the Facebook wall regarding the memory game.
  8. 8. Country: India | Sector: Library/RentalsJustBooks Connect Created a JustBooks connect tab, showcasing the JustBooks Clc Monthly newsletters. By default the latest Newsletter from JustBooks Clc would be displayed. We also incorporated a dropdown box from which the fans could select the previous month newsletters. This enabled Fans to stay up to date on what is happening at JustBooks. We made updates on the Facebook wall when the Newsletter were released. We originally uploaded the Newsletter to JustBooks Slideshare channel and then embedded the slide- show on JustBooks Connect Tab.
  9. 9. Country: India | Sector: Library/RentalsFrequent Updates & Queries
  10. 10. Country: India | Sector: Library/RentalsFrequent Updates & Queries
  11. 11. Country: India | Sector: Library/RentalsJustBooks Facebook Ads We ran highly targeted Facebook ads for JustBooks Clc to reach to new and related audience. The Ad campaign was successful as we reached the target audience. We made sure we reached the right target audience, by targeting via place, gender, age and likes related to books. The Ad campaign had 68% conversion rate i.e., 68% of the target audience who clicked on the Ad became fans of the page, or for every 100 clicks, JustBooks added 68 new fans/likes.
  12. 12. Country: India | Sector: Library/RentalsThe total number of people who have liked the Page from August 15th to October 15th 2011. 1232 1299 1704 The rise in number of fans is due to 5th October1 Facebook Ads & Campaigns run on the page. th Sep tember 15 th August 15
  13. 13. Country: India | Sector: Library/RentalsNo. of new likes from August 15th to October 15th 2011. 77 896 5th Sep 15 th - Oct1 The rise in number of new fans is due to regular updates on the page & Ad spends in October. 15th Aug 15 th - Sep
  14. 14. Country: India | Sector: Library/RentalsDaily Page Views from users logged into Facebook from August 15th to October 15th 2011. 2172 1784 ct15th Sep 15th - O th g 15th - Sep 15 Au
  15. 15. Country: India | Sector: Library/RentalsDaily News Feed Impressions from August 15th to October 15th 2011. 56,449 51,596 h p 15th - Oct15t Se 15th Aug 15 th - Sep
  16. 16. Country: India | Sector: Library/RentalsDaily The number of people sharing stories about the page from August 15th to October 15th 2011. 548 210 h p 15th - Oct15t Se 15th Aug 15 th - Sep
  17. 17. Country: India | Sector: Library/RentalsDaily The number of people who have seen contentassociated with the Page from August 15th to October 15th 2011. 13,273 1,23,680 h p 15th - Oct15t Se With the increase In the number of Fans and engagement level, the impressions received also shot up and Facebook Ads played a vital role in 15th reaching to large Aug 15 th - Sep audience.
  18. 18. Visit us online!www.AliveNow.inVisit our blog to learn more about the social media spaceblog.alivenow.inFollow us on twitter @AliveNowIncwww.twitter.com/AliveNowIncLike us on facebookwww.facebook.com/AliveNowIncFeel free to drops us email anytimeWrite to us at adhvith@alivenow.in or contact@alivenow.inJoin our SMS channel, it’s free! (Note: India only)Just SMS, “On AliveNow” to 9870807070 and wait for confirmation.Subscribe to our RSS feedwww.feeds.feedburner.com/AliveNowBlogFollow us on Linkedinwww.bit.ly/AliveNow-LinkedinRead more on our SlideShare channelwww.slideshare.net/AliveNowInc

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