Using Facebook Pages to Drive Ticket Sales

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Case study of Blue1, a Finnish airline, together with Virta Mediacommunity and Campalyst.

Case study of Blue1, a Finnish airline, together with Virta Mediacommunity and Campalyst.

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  • GigaOM's take on the topic: http://gigaom.com/2011/10/25/the-secret-behind-facebooks-obsession-with-fan-pages/
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  • 1. USING FACEBOOK PAGESTO DRIVE TICKET SALESCASE STUDYOCTOBER 2011
  • 2. CLIENT:BLUE1 AIRLINE (FINNISH AIRLINE – PART OF SAS GROUP)AGENCY:VIRTA MEDIACOMMUNITY
  • 3. CAMPAIGN GOAL:-  DRIVING SPECIAL OFFER SALESCHANNELS: TIMEFRAME:•  FACEBOOK PAGE •  AUG – SEP, 2011•  FACEBOOK ADS•  DISPLAY ADS
  • 4. RESULTS
  • 5. 14% Average REACHING THE FANS IS daily reach of fans* THE BIGGEST 36% CHALLENGE ON FACEBOOK Maximum daily reach of fans* % of page fans that have seen the updates in their news stream
  • 6. CTRs FOR FACEBOOK0.45%Average Click Through Rate on UPDATES ARE HIGHER THAN FORlinks posted to Facebook Page DISPLAY OR FACEBOOK ADS
  • 7. 6.3x Conversion rate for visitorsfrom Facebook Pages exceed VISITORS FROM FACEBOOK PAGESconversion rates for Facebook Ads by more than 6 times CONVERT MORE OFTEN THAN 57% VISITORS FROM DISPLAY AND Conversion rate for visitors FACEBOOK ADSfrom Facebook Pages exceed conversion rates for display ads by 57%
  • 8. BRAND’S FANS30%Average purchase by brand’s fan was 30% higher than a SPEND MORE COMPARED TO purchase by any other OTHER customer CUSTOMERS
  • 9. BASED ON THE RESULTS, THE CLIENT IS CONSIDERING:-  INCREASING BUDGET FOR DEVELOPING FACEBOOK PAGE-  DIVERTING FACEBOOK ADS TO FAN PAGE INSTEAD OF THE WEBSITE-  FURTHER ANALYSING THE PERFORMANCE OF FACEBOOK PAGE COMPARED TO DISPLAY AND SEARCH ADVERTISING
  • 10. KNOWING[…NOT GUESSING…]REVENUE PER FANGIVES CONFIDENCE TO INVEST
  • 11. THANK YOU!Jevgenijs KazaninsCampalyst, CEOjevgenijs@campalyst.com+1 650 283 2003www.campalyst.com