CONFIDENTIAL   1
Avi Savar                               Lorena Pino               Founder & Chief Creative Officer       Public Relations ...
WE TAKE BRANDS FROM     CONTENT TO COMMERCE                               A model that drives business                    ...
THE BEST IN               CHILDREN’S CLOTHING AND ACCESSORIES                               A leading specialty retailer o...
The Children’s Place               One Millionth Fan Program                      Case StudyCONFIDENTIAL               5
Agenda                   Program Overview                   Performance Evaluation                            Key Learning...
Goals                                   Program Objectives:    ‣ Celebrate reaching the one millionth fan         mileston...
Program                           One Millionth Fan Party               ‣ Who: Open to all fans of The Children’s Place   ...
One Millionth Fan Party         ‣ Where: A virtual “party” on Facebook         ‣ When: 9pm to 10pm EDT on July 26th       ...
One Millionth Fan Party         ‣ Where: A virtual “party” on Facebook         ‣ When: 9pm to 10pm EDT on July 26th       ...
‣ Rewards: All party attendees received a               20% off coupon code and were eligible to win               one of ...
‣ Rewards: All party attendees received a               20% off coupon code and were eligible to win               one of ...
Agenda                            Program Overview                    Performance Evaluation                              ...
Top-Line EngagementCONFIDENTIAL           12
Fast Facts                Program Results: One Millionth Fan Chat    During the Chat: 9pm-10pm EST 7/26    ‣ Approximately...
Fast Facts               Program Results: One Millionth Fan Sweepstakes  Contest duration: 7/26 - 8/2  ‣ 100,000 tab visit...
Facebook Analytics                      Fan Results: Facebook Analytics                      Building engagement of the ta...
Chat Conversation               One Millionth Fan Party Conversation Cloud               Chat Conversation Drove Affinity F...
A Deeper Look...CONFIDENTIAL          17
Fan Growth                                   Facebook Fan Growth               11,000                8,250                ...
Fan Growth                                   Facebook Fan Growth                Accelerated daily fan growth by 850% on th...
Page Views                               Daily Facebook Page Views               150000               112500              ...
Page Views                                Daily Facebook Page Views                   Generated a 5,000% increase in daily...
Wall Visits                               Daily Facebook Wall Visits               40000               30000              ...
Wall Visits                               Daily Facebook Wall Visits                   Generated a 1,700% increase in Face...
Wall Posts                                   Daily Fan Wall Posts               3000               2250               1500...
Wall Posts                                       Daily Fan Wall Posts                              Accelerated daily fan w...
Twitter Mentions                               Daily Twitter Mentions               150               100                5...
Twitter Mentions                                   Daily Twitter Mentions     Twitter mentions and hashtag usage increased...
Brand Channel ManagementCONFIDENTIAL              23
Daily Fan Likes and Comments    ‣ Pre-party teasers and posts         on the day of the party saw         the most interac...
Interactions                          Daily Fan Likes and CommentsIncreased avg. daily wall comments by 3,000% and avg. we...
Interactions                          Daily Fan Likes and CommentsIncreased avg. daily wall comments by 3,000% and avg. we...
Facebook AnalyticsCONFIDENTIAL           26
Snapshot                 The Children’s Place: Monthly Active Users                                       Monthly active u...
Snapshot               The Children’s Place: Monthly Active Users               Average monthly active users continue to i...
Snapshot                             The Children’s Place: Daily Active Users                                      Users a...
Snapshot               The Children’s Place: Demographics                 International Reach: Growth occurred globally   ...
Agenda                       Program Overview                    Performance Evaluation                        Key Learnin...
Key Learnings                                    Key Learnings   ‣ Strong incentives: Helped deliver a        more compell...
Key Learnings                                    Key Learnings    ‣ Generating excitement: Teaser posts         encouraged...
Fan Feedback               Building Brand Health Pays OffCONFIDENTIAL                 34
Thank you!                Questions?CONFIDENTIAL        35
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The Children's Place Case Study: Using Engagement to Convert Fans into Customers

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When the Children's Place threw an online party celebrating their one millionth fan on Facebook, they turned social engagement into real dollars by rewarding their fans. Not only did the number of comments and likes skyrocket, but they were able to track sales from the campaign through an online coupon. Lorena Pino of The Children's Place and Avi Savar of Big Fuel share their secret to driving positive sentiment and increasing the lifetime value of customers through social media.

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  • The Children's Place Case Study: Using Engagement to Convert Fans into Customers

    1. 1. CONFIDENTIAL 1
    2. 2. Avi Savar Lorena Pino Founder & Chief Creative Officer Public Relations / Social Media Manager Big Fuel The Children’s PlaceCONFIDENTIAL 2
    3. 3. WE TAKE BRANDS FROM CONTENT TO COMMERCE A model that drives business objectives while providing relevant engagement to consumers across all social platforms.CONFIDENTIAL 3
    4. 4. THE BEST IN CHILDREN’S CLOTHING AND ACCESSORIES A leading specialty retailer of childrens merchandise.  As of February 1, 2011, the Company owned and operated 995 The Childrens Place stores in North America in addition to its online store @ www.childrensplace.comCONFIDENTIAL 4
    5. 5. The Children’s Place One Millionth Fan Program Case StudyCONFIDENTIAL 5
    6. 6. Agenda Program Overview Performance Evaluation Key LearningsCONFIDENTIAL 6
    7. 7. Goals Program Objectives: ‣ Celebrate reaching the one millionth fan milestone with the community that made it possible ‣ Increase Facebook user engagement, fan acquisition and sharing ‣ Reward the community for their ongoing supportCONFIDENTIAL 7
    8. 8. Program One Millionth Fan Party ‣ Who: Open to all fans of The Children’s Place ‣ What: Celebrate reaching the one millionth fan milestoneCONFIDENTIAL 8
    9. 9. One Millionth Fan Party ‣ Where: A virtual “party” on Facebook ‣ When: 9pm to 10pm EDT on July 26th ‣ How: Held in the form of a chat, moderated by celebrities Denise Richards, La La Anthony, Kelly Rutherford, and influential Mom BloggersCONFIDENTIAL 9
    10. 10. One Millionth Fan Party ‣ Where: A virtual “party” on Facebook ‣ When: 9pm to 10pm EDT on July 26th ‣ How: Held in the form of a chat, moderated by celebrities Denise Richards, La La Anthony, Kelly Rutherford, and influential Mom BloggersCONFIDENTIAL 9
    11. 11. ‣ Rewards: All party attendees received a 20% off coupon code and were eligible to win one of 375 gift cardsCONFIDENTIAL 10
    12. 12. ‣ Rewards: All party attendees received a 20% off coupon code and were eligible to win one of 375 gift cardsCONFIDENTIAL 10
    13. 13. Agenda Program Overview Performance Evaluation Key LearningsCONFIDENTIAL 11
    14. 14. Top-Line EngagementCONFIDENTIAL 12
    15. 15. Fast Facts Program Results: One Millionth Fan Chat During the Chat: 9pm-10pm EST 7/26 ‣ Approximately 13,000 posts ‣ Over 200 posts per minute ‣ Over 10,000 unique authors contributed One Millionth Fan HeadquartersCONFIDENTIAL 13
    16. 16. Fast Facts Program Results: One Millionth Fan Sweepstakes Contest duration: 7/26 - 8/2 ‣ 100,000 tab visits ‣ 72,473 clicks to enter the sweepstakes ‣ 48,245 users registered to winCONFIDENTIAL 14
    17. 17. Facebook Analytics Fan Results: Facebook Analytics Building engagement of the target audience During the week of the contest: ‣ 21,116 new fans, making for a 160% increase in fan growth ‣ 2,951 wall posts, a 1,900% increase over the prior week ‣ 10,588 likes and 4,641 commentsCONFIDENTIAL 15
    18. 18. Chat Conversation One Millionth Fan Party Conversation Cloud Chat Conversation Drove Affinity For The Children’s Place Brand The size of a word indicates frequency of usageCONFIDENTIAL 16
    19. 19. A Deeper Look...CONFIDENTIAL 17
    20. 20. Fan Growth Facebook Fan Growth 11,000 8,250 5,500 2,750 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2CONFIDENTIAL 18
    21. 21. Fan Growth Facebook Fan Growth Accelerated daily fan growth by 850% on the day of the chat 11,000 8,250 5,500 2,750Daily Fan Growth Average 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2CONFIDENTIAL 18
    22. 22. Page Views Daily Facebook Page Views 150000 112500 75000 37500 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2CONFIDENTIAL 19
    23. 23. Page Views Daily Facebook Page Views Generated a 5,000% increase in daily Facebook page views 150000 112500 75000 37500Daily Fan Growth Average 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2CONFIDENTIAL 19
    24. 24. Wall Visits Daily Facebook Wall Visits 40000 30000 20000 10000 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2CONFIDENTIAL 20
    25. 25. Wall Visits Daily Facebook Wall Visits Generated a 1,700% increase in Facebook page wall visits 40000 30000 20000 10000Daily Fan Growth Average 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2CONFIDENTIAL 20
    26. 26. Wall Posts Daily Fan Wall Posts 3000 2250 1500 750 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2CONFIDENTIAL 21
    27. 27. Wall Posts Daily Fan Wall Posts Accelerated daily fan wall posts by 13,000% 3000 2250 1500 750Daily Fan Growth Average 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2CONFIDENTIAL 21
    28. 28. Twitter Mentions Daily Twitter Mentions 150 100 50 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2 Mentions include conversation that takes in to account #TCPparty and @TheChildrensPlcCONFIDENTIAL 22
    29. 29. Twitter Mentions Daily Twitter Mentions Twitter mentions and hashtag usage increased by 530% over the daily average 150 100 50 Daily FanMentions Average 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2 Mentions include conversation that takes in to account #TCPparty and @TheChildrensPlcCONFIDENTIAL 22
    30. 30. Brand Channel ManagementCONFIDENTIAL 23
    31. 31. Daily Fan Likes and Comments ‣ Pre-party teasers and posts on the day of the party saw the most interaction and increased awareness ‣ The top three posts generated over 6,600 Likes and 142 commentsCONFIDENTIAL 24
    32. 32. Interactions Daily Fan Likes and CommentsIncreased avg. daily wall comments by 3,000% and avg. weekly wall likes by 1,490% 5000 Likes Comments 3750 2500 1250 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2CONFIDENTIAL 25
    33. 33. Interactions Daily Fan Likes and CommentsIncreased avg. daily wall comments by 3,000% and avg. weekly wall likes by 1,490% 5000 Teaser Likes Comments 3750 2500 1250 0 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2CONFIDENTIAL 25
    34. 34. Facebook AnalyticsCONFIDENTIAL 26
    35. 35. Snapshot The Children’s Place: Monthly Active Users Monthly active users increased by 19% Benchmark: Program: 4/30/2011 - 5/30/2011 7/16/2011 - 8/14/2011600000300000 4/30/2011 - 8/14/2011 April 30 May 30 June 30 July 30 Benchmark: Program Duration: Active Users (1Month Avg.) 394,420 Active Users (1Month Avg.) 469,467 Post Views (1 Month) 8,577,757 Post Views (1 Month) 31,296,388 Post Feedback (1 Month) 6,471 Post Feedback (1 Month) 41,000CONFIDENTIAL 27
    36. 36. Snapshot The Children’s Place: Monthly Active Users Average monthly active users continue to increased by 6.3% Program: Post - Program: 7/16/2011 - 8/14/2011 8/15/2011 - 9/14/2011700000350000 4/30/2011 - 8/14/2011 April 30 May 30 June 30 July 30 August 30 September 30 Program Duration: Post Program: Active Users (1Month Avg.) 469,467 Active Users (1Month Avg.) 498,895 Post Views (1 Month) 31,296,388 Post Views (1 Month) 19,187,153 Post Feedback (1 Month) 41,000 Post Feedback (1 Month) 11,946CONFIDENTIAL 28
    37. 37. Snapshot The Children’s Place: Daily Active Users Users are more active when posts are consistent Program: 7/16/2011 - 8/14/2011300000150000 3/6/2011 - 8/14/2011 ‣ Daily active users spiked from July 13 - August 6 ‣ Consistent Brand Channel Management led to more consistent user activity for the duration of the programCONFIDENTIAL 29
    38. 38. Snapshot The Children’s Place: Demographics International Reach: Growth occurred globally Top Top Top Countries Cities Languages Dallas U.S. English (0.1%) Atlanta Canada Spanish (13%) Chicago Puerto Rico French (12%) New York (3%) 8/14/2011CONFIDENTIAL 30
    39. 39. Agenda Program Overview Performance Evaluation Key LearningsCONFIDENTIAL 31
    40. 40. Key Learnings Key Learnings ‣ Strong incentives: Helped deliver a more compelling campaign ‣ Interaction: Facebook Fans and blogger communities love discovering new ways to interact ‣ International: program saw strong activity in other markets, specifically Canada, Puerto Rico and international military basesCONFIDENTIAL 32
    41. 41. Key Learnings Key Learnings ‣ Generating excitement: Teaser posts encouraged interaction, sharing and attendance ‣ Feedback: Fans love platforms to give feedback ‣ Shared stories: Amplify the love ‣ Incentivized rewards: Leads to fan interaction and increased purchase intentCONFIDENTIAL 33
    42. 42. Fan Feedback Building Brand Health Pays OffCONFIDENTIAL 34
    43. 43. Thank you! Questions?CONFIDENTIAL 35
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