Social Media Marketing: How a retailer increased Facebook reach 366%

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In our next MarketingSherpa webinar, you'll learn how a global sporting goods company developed a successful strategy to engage a social audience for a new product launch. …

In our next MarketingSherpa webinar, you'll learn how a global sporting goods company developed a successful strategy to engage a social audience for a new product launch.

Join Courtney Eckerle, Manager of Editorial Content, MECLABS, and Evin Catlett, Digital Marketing Manager, Amer Sports Americas, for a look at a strategy that sought to increase overall social media engagement and attract more U.S.-based fans.

What resulted was a campaign that surpassed what Catlett was expecting to see.

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  • 1. Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  • 2. Social Media Marketing How a sporting goods company increased Facebook reach 366% with content contest
  • 3. We’re live streaming Join us at: MarketingSherpa.com/LiveWebinar
  • 4. Speakers Courtney Eckerle Manager of Editorial Content MECLABS @CourtneyEckerle Evin Catlett Digital Marketing Manager Amer Sports @EvinCatlett Black & White Headshot
  • 5. Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  • 6. Related resources Content Marketing: E-commerce site moves beyond promo email, boosts opens with social media content Social Media Marketing: UNC Health Care boosts weekly reach of Facebook page 2,576% with live chats Email Marketing: Koyal Wholesale uses social media integration to boost seasonal campaign revenue 16% Social Media Marketing: How a small e-commerce site attracted 293,000 Facebook fans E-commerce: 10 case studies to help you excel in content marketing, social media and website optimization Social Media Marketing: An inside look at Neiman Marcus' Pinterest and blogger relations strategies
  • 7. About Amer Sports Internationally recognized sporting goods company Offering sports equipment, apparel, footwear and accessories covering a wide range of sports: • Tennis • Badminton • Golf • American football • Soccer • Baseball • Basketball • Diving • Alpine skiing • Snowboarding • Cross-country skiing • Fitness training • Cycling • Running • Hiking
  • 8. Challenges Social Media U.S. Presence Watch Functionality Instagram Account
  • 9. Share your ambitions About the campaign: • Launched photo contest in June 2012 • Social media followers uploaded inspirational photos using #SuuntoAmbitions • Each week, winner received a new Suunto Ambit2 S, along with $2,500 in gear • Worked with sponsored athletes • Purchased ad space in social media
  • 10. Timeline May 7 May 13 June 23 July 1 July 12 Closed Top 10 Announced WinnerInstagram Launch
  • 11. Getting athletes and departments together
  • 12. Demonstrating a goal
  • 13. Aligning the athletes
  • 14. Invitation to inspire
  • 15. Instagram it • Newly launched Instagram account • Linking social media platforms to one another • Universal hashtag: #SuuntoAmbitions
  • 16. Facebook campaign
  • 17. Facebook campaign
  • 18. Twitter
  • 19. Showcase engaged users
  • 20. Support via social advertising Total impressions Clicks Ads targeted users based on predefined interests 104,731 875 Total impressions Clicks New “likes” from ads 7,404,794 38,112 6,384
  • 21. Repurpose user-generated content Trade show booth featuring users’ Instagram photos showcasing #SuuntoAmbitions entries
  • 22. Results 2,000 entries 10,000 votes 47% increase in Facebook page views Increased U.S. presence on Facebook, increasing from 19% to 30% 60%increase in PTAT (People Talking About This) 366% daily reach increase Daily impressions increased by 253%
  • 23. Top takeaways 1 2 3 Play in multiple spaces Leverage content from multiple sources Support via social advertising is critical
  • 24. If you joined us on our live stream, please take the survey below and let us know your thoughts!