Social Business Strategy <br />Melbourne’s GPO Case Study <br />
Old website: Issues with “flash”, multiple suppliers, 6 clicks and getting lost <br />GPO website before<br />We don’t nee...
GPO website after<br />
STATS<br />24 August – 11 September 2008<br />24 August – 11 September 2009<br />2,107 Visits<br />3,150 Visits<br />Up 50...
What steps should we take?<br />Listen and learn<br />Develop our ‘earned’ strategy<br />Manage and measure<br />
Goal: <br />Become a fashion and lifestyle destination<br />
MGPO ‘LOVERS’ survey findings<br />Sample<br /><ul><li>311 GPO database ‘lovers’ responded
Email method
Incentive = thirty double pass tickets to the movie ‘Mary & Max’
Survey sent 10am Monday 20th April
Data collected & competition closed 5pm Thursday 23rd April </li></ul>Respondents<br /><ul><li>311/5057 lovers with email ...
Where do they spend their time?<br />Number of respondents<br />Approx 79% of our lovers use Facebook and 54% use YouTube<...
See if they’re willing to engage with you<br />
Ask them what they need or want<br />“Get a Twitter account & have Twitter-exclusive offers. ”<br />“Create an online foru...
Darren, Niocolangela <br />“6,000? Lets make it 60,000!” (number of lovers)<br />GPO in 3 words: We love it! But the brand...
Bianca, FAT <br />“We trade our nuts off!”<br />GPO in 3 words: Iconic, beautiful, confused.<br />How can you help them?<b...
What should we measure?<br />Community size - lovers, followers<br />More time spent with brand<br />Increased unique visi...
http://www.flickr.com/photos/heraklit/169567682/<br />Not all customers have equal value<br />“MARKET TO THE OBSESSED”  SE...
Where is your audience hanging?<br />171,568 Unique Browsers per month! <br />
What are they doing?<br />
What is written about you?<br />
Any videos with your name on them?<br />
Any images?<br />
What are your competitors doing?<br />
How much are they ‘Earning’?<br />
Do you have the management resource?<br />blog editorial<br />Retailers communication<br />Implementing web-tools<br />soc...
Annual timeline + events <br />Analytics<br />Display<br />Display<br />Display<br />SEM+<br />SEM+<br />Analytics<br />An...
Good numbers of followers/fans on twitter (340) and facebook (280). Our Flickr has more than 920 photos already!<br />
MGPO red carpet competition<br />20 entries in 3-4 days.<br />It’s only the start of our dialogue with our audience. <br /...
100<br />1000<br />500<br />100<br />1000<br />
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Social bussiness/media strategy case study - Melbourne's GPO

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This is the work we've done with Melbourne's GPO - an iconic shopping center known for designer clothing and fine food. You can read more on the site: http://www.melbournesgpo.com/

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  • Because social media it doesn’t mean you do it yourself.
  • Social bussiness/media strategy case study - Melbourne's GPO

    1. 1. Social Business Strategy <br />Melbourne’s GPO Case Study <br />
    2. 2. Old website: Issues with “flash”, multiple suppliers, 6 clicks and getting lost <br />GPO website before<br />We don’t need a “new website”. We need a website that will act as a marketing tool. <br />
    3. 3. GPO website after<br />
    4. 4. STATS<br />24 August – 11 September 2008<br />24 August – 11 September 2009<br />2,107 Visits<br />3,150 Visits<br />Up 50%<br />3,945 Pageviews<br />10,212 Pageviews<br />Up 159%<br />1.87 Pages/visit<br />3.24 Pages/visit<br />Up 73%<br />72.90% Bounce rate <br />32.95% Bounce rate <br />Down 55%<br />00:01:00 Avg. time on site <br />00:02:30 Avg. time on site<br />Up 150%<br />496 followers<br />467 fans<br />1000 photos<br />55 videos<br />
    5. 5. What steps should we take?<br />Listen and learn<br />Develop our ‘earned’ strategy<br />Manage and measure<br />
    6. 6. Goal: <br />Become a fashion and lifestyle destination<br />
    7. 7. MGPO ‘LOVERS’ survey findings<br />Sample<br /><ul><li>311 GPO database ‘lovers’ responded
    8. 8. Email method
    9. 9. Incentive = thirty double pass tickets to the movie ‘Mary & Max’
    10. 10. Survey sent 10am Monday 20th April
    11. 11. Data collected & competition closed 5pm Thursday 23rd April </li></ul>Respondents<br /><ul><li>311/5057 lovers with email addresses = 6.14% (completed survey)response rate</li></li></ul><li>We asked them to tell us three words <br />that describe Melbourne&apos;s GPO…<br />
    12. 12. Where do they spend their time?<br />Number of respondents<br />Approx 79% of our lovers use Facebook and 54% use YouTube<br />
    13. 13. See if they’re willing to engage with you<br />
    14. 14. Ask them what they need or want<br />“Get a Twitter account & have Twitter-exclusive offers. ”<br />“Create an online forum and viewable fashion community.”<br />“ More tailored communication please - less of the one-size-fits-all approach. ”<br />“ Using online social networks to keep us informed on the latest happenings in GPO. ”<br />“ An information person downstairs to ask questions. ”<br />
    15. 15. Darren, Niocolangela <br />“6,000? Lets make it 60,000!” (number of lovers)<br />GPO in 3 words: We love it! But the brand needs to be flogged. <br />Ask your employees, contractors and collaborators what they think<br />
    16. 16. Bianca, FAT <br />“We trade our nuts off!”<br />GPO in 3 words: Iconic, beautiful, confused.<br />How can you help them?<br />
    17. 17. What should we measure?<br />Community size - lovers, followers<br />More time spent with brand<br />Increased unique visitors<br />Links, mentions, blog posts, Google juice<br />Free mentions in media / PR value<br />Lovers’ satisfaction and engagement<br />Retailer satisfaction and retention<br />Content produced<br />New retailer enquiries <br />and OMG… even sales!<br />
    18. 18. http://www.flickr.com/photos/heraklit/169567682/<br />Not all customers have equal value<br />“MARKET TO THE OBSESSED” SETH GODIN<br />Passive viewer<br />Active fan<br />Engaged evangelist<br />http://www.flickr.com/photos/stovak/1561603147/<br />http://www.flickr.com/photos/greenpeacefinland/2967630234/<br />
    19. 19. Where is your audience hanging?<br />171,568 Unique Browsers per month! <br />
    20. 20. What are they doing?<br />
    21. 21. What is written about you?<br />
    22. 22. Any videos with your name on them?<br />
    23. 23. Any images?<br />
    24. 24.
    25. 25. What are your competitors doing?<br />
    26. 26. How much are they ‘Earning’?<br />
    27. 27. Do you have the management resource?<br />blog editorial<br />Retailers communication<br />Implementing web-tools<br />social media profiles<br />Employee education<br />Users<br />Community <br />Content production<br />Liaising with organisation<br />Blogger relations<br />Liaising with outside suppliers<br />(PR, Events)<br />Monitor buzz & website analytics<br />Who will do this? How?<br />
    28. 28. Annual timeline + events <br />Analytics<br />Display<br />Display<br />Display<br />SEM+<br />SEM+<br />Analytics<br />Analytics<br />SEM+<br />Analytics<br />Site dev<br />MSFW<br />Site dev<br />Site dev<br />Site dev<br />GNO<br />MF&WF<br />LMFF<br />Spring racing/MVRC<br />Xmas<br />May<br />June<br />July<br />August<br />Sep<br />Oct<br />Nov<br />Dec<br />Jan<br />Feb<br />March<br />April<br />Community<br />Display<br />Events<br />Site dev<br />SEM+<br />Analytics<br />Community<br />
    29. 29. Good numbers of followers/fans on twitter (340) and facebook (280). Our Flickr has more than 920 photos already!<br />
    30. 30. MGPO red carpet competition<br />20 entries in 3-4 days.<br />It’s only the start of our dialogue with our audience. <br />It’s genuine interest. <br />
    31. 31.
    32. 32.
    33. 33. 100<br />1000<br />500<br />100<br />1000<br />
    34. 34. Communication with retailers taking shape<br />Our retailer communication has also improved as we now use a friendlier MGPO email template for regular updates<br />
    35. 35. Benefits of Earned – GPO’s first week<br />Real time consumer insight<br />More focused use of resources<br />24/7 audience connection <br />Improved customer service<br />Demonstrate brand leadership<br />Site traffic (UBs)<br />Platform for new initiatives<br />More time spent with brand<br />Improved Search - organic Google juice<br />We can tick a few of these boxes already. Some not 100% but we’ll get there <br />Become the category – free media and PR value<br />
    36. 36. http://www.melbournesgpo.com/<br />http://frankvizeum.com.au/<br />http://twitter.com/FRANkVizeum<br />

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