How Scholastics is using facebook to create loyal brand ambassadors. Jason Ng PUB 355
Main Points <ul><li>Introduce new community to existing customers </li></ul><ul><li>Give them a reason to keep coming back...
Offline to Online <ul><li>Using existing offline community </li></ul><ul><li>Started with a facebook group </li></ul><ul><...
Audience <ul><li>Scholastics has a very engaged and loyal community offline </li></ul><ul><li>Facebook page allowed direct...
From facebook and on… <ul><li>Success of facebook group </li></ul><ul><li>Scholastics increased publicity and expanded wit...
Goals <ul><li>Transfer the offline loyalty to the online community </li></ul><ul><li>Connect directly with parents, reader...
What facebook page offered <ul><li>Expert advice on books and reading </li></ul><ul><li>Exclusive contents </li></ul><ul><...
Results <ul><li>3 Sweepstakes were promoted via facebook </li></ul><ul><li>Generated </li></ul><ul><ul><li>+50,000 fans (s...
Summary <ul><li>Use your existing loyal customers, bring them online and reward them </li></ul><ul><ul><li>Use giveaways t...
Thanks for listening!
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How scholastics is using facebook to create loyal

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How Scholastics used facebook to help their business.
Presented: January 28th, 2011
Presented By: Jason Ng

Published in: Education
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Transcript of "How scholastics is using facebook to create loyal"

  1. 1. How Scholastics is using facebook to create loyal brand ambassadors. Jason Ng PUB 355
  2. 2. Main Points <ul><li>Introduce new community to existing customers </li></ul><ul><li>Give them a reason to keep coming back </li></ul><ul><li>Keep promoting and supporting the community </li></ul>
  3. 3. Offline to Online <ul><li>Using existing offline community </li></ul><ul><li>Started with a facebook group </li></ul><ul><li>Moved to facebook fan page </li></ul><ul><li>Using facebook as a platform to communicate with target audience </li></ul><ul><li>Replicate loyal offline fan to the online community </li></ul>
  4. 4. Audience <ul><li>Scholastics has a very engaged and loyal community offline </li></ul><ul><li>Facebook page allowed direct communication </li></ul><ul><li>Bridge the gap between school and home </li></ul><ul><li>Teachers, parents, book & reading fans, scholastic readers </li></ul><ul><li>Keep audience engaged with targeted posts </li></ul>
  5. 5. From facebook and on… <ul><li>Success of facebook group </li></ul><ul><li>Scholastics increased publicity and expanded with: </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Youtube channels </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Online book club </li></ul></ul>
  6. 6. Goals <ul><li>Transfer the offline loyalty to the online community </li></ul><ul><li>Connect directly with parents, readers, and fans of Scholastics </li></ul><ul><li>Increase awareness and sales of Scholastic products </li></ul><ul><li>Create a platform for discussion and promotion of Scholastics products </li></ul>
  7. 7. What facebook page offered <ul><li>Expert advice on books and reading </li></ul><ul><li>Exclusive contents </li></ul><ul><li>Customer service </li></ul><ul><li>Communicate with audience directly </li></ul><ul><li>Foster interaction among users </li></ul><ul><li>Low cost social media platform </li></ul>
  8. 8. Results <ul><li>3 Sweepstakes were promoted via facebook </li></ul><ul><li>Generated </li></ul><ul><ul><li>+50,000 fans (sweepstake) </li></ul></ul><ul><ul><li>+17,000 fans (with facebook ads) </li></ul></ul><ul><ul><li>+36,000 fans (sweepstakes) </li></ul></ul><ul><li>Fans placed 30% more order and spent 7.6% more on each order compare to non fans </li></ul>
  9. 9. Summary <ul><li>Use your existing loyal customers, bring them online and reward them </li></ul><ul><ul><li>Use giveaways to generate early excitement </li></ul></ul><ul><li>Offer exclusive content on the new community </li></ul><ul><li>Keep promoting the new community once established </li></ul>
  10. 10. Thanks for listening!

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