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Play.com Case Study: How to Turn Fans and Followers into Buyers - Richard Jones, EngageSciences

by Our Social Times on Sep 19, 2011

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Play.com Case Study: How to Turn Fans and Followers into Buyers - Richard Jones, EngageSciences — Presentation Transcript

Introduction

1
Reach the Friends of Fans

2
How we do it

Play.com Case Study
Turning Followers into Buyers

Facebook Strategy
Accelerate Fan Recruitment
Drive Fan Loyalty
Turn Fans into Customers
Leverage Unique Content
Competitions and Apps
Generate Conversation
New and Exclusive Offers

Access to talent
Rich content
Exclusive product offerings
Universally desired products
Money can’t buy experiences
Viral apps to engage customers
Two-way conversation
Spark debate
Quizzes and challenges
Learn more about our customers
Urgency
Exclusivity
Embrace viral opportunity

Easy Campaign Creation

Simple tool allows us to create and manage multiple campaigns simultaneously with limited resource
Mixture of campaign types and frequently refreshed content helps to keep users engaged

Interactive Preview

Interactive preview environment allows testing of design and functionality
Share previews with interested 3rd parties to ensure sign-off from all sides

Example Competition Flow
Existing Fans
Automatically goes into your friends’ News Feeds
Competition App
Posts to your wall
Non-Fans
Direct messages sent to invited friends
If they enter, goes into their friends’ feeds
Pre-order message and link back to product on Play.com

Managing the Conversation

Mix of topics and formats in posts to keep engagement and Edgerank high
Manage positive and negative conversation from fans

Fan Recruitment Results

Immediate and sustained impact from working with Engage Sciences

Increased Fan Engagement

Increasing engagement and number of followers
More than 2x daily active users, more than 3x daily post interactions

Turn Fans Into Buyers

Exclusivity and urgency key to generating sales from Facebook
CTR and Conversion Rate more than double when these mechanics used

Turn Fans Into Buyers - Results

Although still early days, already seeing a significant uplift in referred sales from Facebook since launch with Engage Sciences

The Social Marketing Database

Leverage user permissions to build detailed picture of our fanbase
Identify advocates, marry with onsite behaviour to segment for Social CRM

Questions?

Play.com Case Study: How to Turn Fans and Followers into Buyers - Richard Jones, EngageSciences

by Our Social Times on Sep 19, 2011

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Play.com Case Study: How to Turn Fans and Followers into Buyers - Richard Jones, EngageSciences — Presentation Transcript