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Social bussiness/media strategy case study - Melbourne's GPO
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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/

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.
  • Transcript

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