Case Study: Using a Facebook Fan Page (Matco Tools)

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Case Study: Using a Facebook Fan Page (Matco Tools)

  1. 1. Use of Fan Page - OMMA Matco Tools
  2. 2. GOAL: GAIN MARKET SHARE LEVERAGE FAN PAGE TO INCREASE SHARE OF VOICE ON FACEBOOK OVER LARGEST COMPETITOR
  3. 3. Engagement Defines Social Success • 1.6% of Matco Tools’ total fans are engaged daily; 0.3% of their largest competitors’ fans are engaged daily GOAL: GAIN SUBSTANTIAL MARKET SHARE FROM LARGEST COMPETITOR
  4. 4. Create Substantial Audience Growth • 141% organic increase in Facebook Fans from start of Intrapromote campaign GOAL: GAIN SUBSTANTIAL MARKET SHARE FROM LARGEST COMPETITOR
  5. 5. GOAL: LEAD GENERATION CREATE A MARKETING CHANNEL FROM THE FAN PAGE TO INCREASE FRANCHISE LEAD GENERATION
  6. 6. Increase conversions in franchise recruitment • 278% increase in clicks on franchise lead generation assets on Facebook Fan Page from start of Intrapromote campaign GOAL: CREATE VIABLE MARKETING CHANNEL OUT OF FACEBOOK FAN PAGE
  7. 7. Foster an Engaged Community Surrounding Matco Tools • 115% increase in traffic to MatcoTools.com from social channels from start of Intrapromote campaign • MatcoTools.com receives 1 social visit for every 15.5 engaged users on Facebook GOAL: CREATE VIABLE MARKETING CHANNEL OUT OF FACEBOOK FAN PAGE
  8. 8. Increase conversions in sales, franchise recruitment, and consumer programs • 170% increase in social traffic revenue on MatcoTools.com from start of Intrapromote campaign • 62% increase in social traffic per-visit value from start of Intrapromote campaign GOAL: CREATE VIABLE MARKETING CHANNEL OUT OF FACEBOOK FAN PAGE
  9. 9. GOAL: CUSTOMER SERVICE MANAGE EXISTING CUSTOMER SERVICE AND BRAND REPUTATION ISSUES
  10. 10. Manage Customer Service and Grow Brand Advocacy on Fan Page • 53% decrease in problematic posts from January GOAL: EXTINGUISH BRAND REPUTATION ISSUES FOR MATCO TOOLS

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