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Fans Can Equal Sales:  A Facebook Case Study
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Fans Can Equal Sales: A Facebook Case Study

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By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, owners are better equipped to improve their business with Facebook. R&A ...

By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, owners are better equipped to improve their business with Facebook. R&A Marketing’s Kevin Doran will share detailed information and analytics about a specific client in the industry, allowing attendees to make informed decisions about their future plans for social media.

Specific insights to be shared:

* User Insights: including likes, number of fans, new Likes/Unlikes, page views and more
* Interaction Insights: Daily story feedback, daily page activity and more

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  • You created your Facebook Fan Page. Now what? There are no doubt a lot of questions about what strategies are best regarding brand identity, customer interests, and fan growth. How can you tell which strategies are most effective and work best for your brand? Lucky for you, Facebook has integrated, and recently updated, its own analytics tool called Facebook Insights that helps page owners analyze trends within user growth and demographics, consumption of content, and creation of content.
  • You created your Facebook Fan Page. Now what? There are no doubt a lot of questions about what strategies are best regarding brand identity, customer interests, and fan growth. How can you tell which strategies are most effective and work best for your brand? Lucky for you, Facebook has integrated, and recently updated, its own analytics tool called Facebook Insights that helps page owners analyze trends within user growth and demographics, consumption of content, and creation of content.
  • If you set up a Facebook fan page for your business and start attracting fans, you’ve got to figure out a way to keep those fans engaged. Luckily, Facebook provides a free tool to help you do just that. It’s called Facebook Insights, and it measures user exposure, actions, and behavior relating to your Social Ads and Facebook Page.
  • The number of new people who have liked your page. Month long snap shotI’ve been asked by several business owners if their numbers look good and honestly that is hard to measure since the feedback is new. Rather than deciding if your numbers right now are good or bad, instead save the emails and use the numbers as a benchmark. If you are working your social media marketing program, the numbers should steadily increase and improve week over week. Facebook provides the option of downloading the data as an Excel file or CSV file. Then, you can track whether you need to improve your fan interaction by posting more relevant information, photos, links or videos to your page. 
  • The total number of people who have like your page.
  • The number of fans who have interacted with or viewed your page or its posts. Month long snap shot.
  • The Number of times people (Fans and non-fans) have viewed a News feed story posted on your page. Month Long snap shot
  • The number of likes and comments made on News Feed stories posted by your page. Month long snap shot
  • Tellshow many new fans have been added, the number of wall posts, comments and likes this week, as well as the number of visits to the fan page this week.
  • Small Store
  • Anyone that liked George’s FB page by Wednesday 1/6 would be entered into win a $100 gift card.
  • Small Store
  • Small Store
  • Top Right is the “When Did Liking Someone Ever Pay Off”, Bottom Left is the “Let The Savings Begin!”
  • Frist Email went out on 11/16…Weekly Active and Daily active users went to it’s highest levels. Daily Visitors almost equaled Weekly Active Users on Friday November 26th (Black Friday)

Fans Can Equal Sales: A Facebook Case Study Presentation Transcript

  • 1. FACEBOOK + MARKETING
    CAN =
    S A L E S
  • 2. Kevin & Kyle are the owners of R&A Marketing,
    a full service traditional and digital marketing company from Columbus Ohio. R&A Marketing is a second generation family business that began in 1987 and today services clients ranging from $500k to $150 mm in top line sales from coast-to-coast.
  • 3. Agenda
    What is Facebook
    Facebook Insights
    Case Study One
    George’s Furniture
    Case Study Two
    Star Furniture
    Case Study Three
    Connells Furniture
  • 4.
  • 5. Nielsen Reports | 2010
    Each month the average person views 1,050 pages and spends 25 hours month online
    Two-thirds of the global internet population visits social networks
    More than half of the U.S. population over age 12 have set up a social network
    Social Networks/Blogs account for one in every four and a half minutes online
    Facebook has over 500 million users
  • 6. PracticaleCommerce.com
    On average, Fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as Fans
    Fans are 28 percent more likely than non-Fans to continue using a specific brand.
    Fans are 41 percent more likely than non-Fans to recommend a product.
  • 7. Facebook Insights
    Once your Facebook page has more than 30 followers and regular activity, Facebook will automatically engage Insights to start monitoring your page’s activity and growth.
    These analytics can only be accessed by page administrators.
  • 8.
  • 9. Facebook Insights
    WHAT YOU SHOULD BE
    PAYING
    ATTENTION TO
  • 10. Understanding Insights
    New Likes
  • 11. Understanding Insights
    Lifetime Likes
  • 12. Understanding Insights
    Monthly Active Users
  • 13. Understanding Insights
    Post Views
  • 14. Understanding Insights
    Post Feedback
  • 15. Understanding Insights
    Page Content Feedback
  • 16. Understanding Insights
    Weekly Email Stats
  • 17. Case Study One
    • Single Store Operation
    • 18. R&A Customer Since 2008
    • 19. Full Line Mid-Priced Store
    • 20. Farming Community
  • Case Study One
    Starting you Facebook page and how to get Fans.
    Combining your “marketing message” with “relationship messages”.
  • 21. Starting your page and how to get Fans
    It’s not all about Fans
    It’s about engagement
    When someone clicks
    An average of 40 of their friends see it.
    Client wanted Facebook Fans
    Client wanted them Fast
  • 22. Started page in January 2011
    In four days 104 people liked George’s page
    How we advertised
    Announced on weekly radio call in show done by client.
    Also used Facebook posts and in-store signage
    Made give away time sensitive.
    This makes fans engage and share
  • 23. Combining your FB “marketing message” with FB “relationship messages”.
    Its about finding the right balance
    BUY BUY BUY
  • 24. 603 Impressions
    Its about finding the right balance
  • 25. 500 + Impressions
  • 26. 800 + Impressions
  • 27. 1st Quarter 2011
    Average 220 Monthly Active Users
    42,463 Post Views
    Average 151 Post Feedback per Month
    Demographics
    Age 25-44 make up 45 percent of page users
    80 percent of users are Female
    Total lifetime likes
    131
    By The Numbers
  • 28. Case Study Two
    Case Study Two
    • 6 Store Chain
    • 29. R&A Customer Since 1987
    • 30. Full Line Mid-Priced Store
    • 31. Diverse Market Places
  • Case Study Two
    • Talk about what matters to your Fans.
    • 32. Use the new tool “Use Facebook as your page” as a tool for your marketing.
    • 33. Don’t always talk about your business.
  • Talk about what matters to your Fans.
    They are a fan of you for a reason. Give them a reason to keep coming back.
    655 Impressions
  • 34. 700 + Impressions
    700 + Impressions
  • 35. Use the new tool “Use Facebook as Page” as a tool for your marketing.
    Great way to have a cross promotion or get your name out on other pages that people are looking at everyday.
  • 36. Notifications
    Receive notifications when people interact with your page or posts.
    Search
    Find other pages to like and comment on them as your page.
    Home
    Keep up with the other pages you've liked through a newsfeed just for your page.
    Notifications
    Home
    Using Facebook as Fan Page
    Search
  • 37. Using Facebook as Fan Page
  • 38. 750 Impressions
    Don’t always talk about your business.
    Share tips, ideas, things happening around the community.
    905 Impressions
    650 Impressions
  • 39. 1st Quarter 2011
    Average 655 Monthly Active Users
    29,598 Post View
    94,300 Visits
    Average 197 Post Feedback per Month
    Demographics
    Age 25-44 make up 66 percent of page users
    58 percent of users are Female
    39 percent of users are Male
    Total lifetime likes
    124
    By The Numbers
  • 40. Case Study Three
    • 2 Stores
    • 41. R&A Customer Since 1987
    • 42. Full Line Mid-Priced Store
    • 43. Bedroom Communities of a Major Market
  • Case Study Three
    Contests
    Wall Posts
    What to post, how to post, and when to post
    Facebook Events
    Offer something to just your Facebook fans.
  • 44. Contests
    Finding the right contest that meets your marketplace and your Facebook’s marketing place.
    Decide whether you want to create Fan interaction or you just want to increase Fans.
    You have to give away something
    Remember you’re a Furniture Store
    Make it Fun
    This is great PR… So BUILD it up!
  • 45. Grand Prize: Sofa
    Contest Instructions
    Dress yourself, your family, or your kid up in a Halloween costume, take a picture and you might just win
    Month Long Contest
    Fans Decide Winner
  • 46. Promoted On Website
    Press Release
    Email Marketing
    Word of Mouth
    POP
    Sales people required to talk about it
  • 47.
  • 48. First Place
    254 Number of Votes
    79 Comments
    • 1332 Total Number of Contest Votes
    • 49. 264 Total Number of Contest Comments
    • 50. Second and Third Place both bought from Connells after contest!
    Second Place
    29 Comments
    134 Number of Votes
    Third Place
    33 Comments
    132 Number of Votes
  • 51. Grand Prize: $2,500 Gift Card
    Contest Instructions:
    Take a picture of your room, explain why you deserve a room makeover, post it on Facebook, and you could win a brand new room!
    Month Long Contest
    Fans Decide Three Finalists
    Judges Determine Winner
  • 52.
  • 53. March 2011
    Room Makeover
  • 54. March 2011
    Room Makeover
  • 55. What to Post
    Share links to interesting and relevant articles, post thought-provoking or meaningful updates, share a joke, or ask a question.
    Just keep it lively, interesting, and consistent!
    The words in updates that triggered the most “likes” and comments are: 1. Event 2. Win3. Winner4. Sale 5. Contest
    Wall Posts—When & What
  • 56. Top Post Examples
    “Success is simple. Do what's right, the right way, at the right time.” (Quote)
    505 Impressions
    “Creating a Reading Nook” (Blog)
    750 Impressions
    “We have something big to offer just for our FB Fans on Friday. Be Sure to visit our page Friday morning for this amazing offer!”
    802 Impressions
    Wall Posts—When & What
  • 57. Be sure to check you Page Post Insights to see what your fans react to the most!
    Wall Posts—When & What
  • 58. A report from Buddy Media found that the hours companies should post to Facebook don’t necessarily coincide with business hours.
    The four best times for higher engagement rates among followers are at 4 a.m., 7 a.m., 11 p.m., and 5 p.m.
    I encourage you to approach your timing on a case-by-case basis
    Wall Posts—When & What
  • 59. Offer something to just your Facebook fans
    They are fans of you for a reason
    Reward them for being a fan
    Make it something distinctive
    Unique enough to stand out above the rest
    Make it share worthy
    The more sharable the more likely it will be a better event
    Events are fun
    The more fun they have the more likely they remember you when shopping
    Events
  • 60.
  • 61.
  • 62. “Let the Savings Begin”
    “When Did Liking Someone Ever Pay Off”
  • 63.
  • 64. Facebook Fan Offer Only
    Ran right after a Contest
    High visit and user rates
    Offered a greater discount to Facebook fans than the public.
    Reward them for being a Fan of your page
    Made it time sensitive.
    This will increase customers to visit page.
    Deal Share
  • 65. Deal Share (one day insights)
  • 66. Interaction
    750 Impressions
    650 Impressions
    Deal Share
  • 67. 336 New Likes
    112,539 Post Views
    953 Post Feedbacks
    136 per month
    473 Average Monthly Active Users
    Cannot track active personal data
    15 of 336 Fans Have Bought
    3 Deal Shares Redeemed in less than 24 hours
    Average ticket of $1900
    480 unique votes cast for Room Makeover
    Black Friday Promotion
    5 purchases totaling $5000
    2nd Highest Month in Connell’s history during Room Makeover Contest
    734 unique visitor's from Facebook to the website
    Third highest traffic source to Connells Website behind:
    Direct URL
    Google
    Facebook/Bing
    Yahoo
  • 68. Facebook Tips
    Slow and Steady Wins the Race
    Find Quality Fans
    Offer Promotions and Discounts
    Post Interesting and Valuable Content
    Provide Excellent Customer Service
  • 69. Come See us
    Stop on by our booth for a one on one social media needs analysis with the R&A Account Services team
    What is the best way to meet your social media needs?
    How do you set up your social media accounts?
    What are you missing?
    What is the next step?
  • 70. Questions?
    ?
    Fan us on
    Facebook.com/RAMarketing
    Follow us on
    Twitter.com/RAMarketing
    Watch us on
    YouTube.com/RandAtelevison
    Follow Me on
    Twitter.com/KevinJDoran
    Email Me
    Kevin@ramarketing.com