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 …

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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Transcript

  • 1. CONFIDENTIAL 1
  • 2. Avi Savar Lorena Pino Founder & Chief Creative Officer Public Relations / Social Media Manager Big Fuel The Children’s PlaceCONFIDENTIAL 2
  • 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. 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. The Children’s Place One Millionth Fan Program Case StudyCONFIDENTIAL 5
  • 6. Agenda Program Overview Performance Evaluation Key LearningsCONFIDENTIAL 6
  • 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. 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. 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. 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. ‣ Rewards: All party attendees received a 20% off coupon code and were eligible to win one of 375 gift cardsCONFIDENTIAL 10
  • 12. ‣ Rewards: All party attendees received a 20% off coupon code and were eligible to win one of 375 gift cardsCONFIDENTIAL 10
  • 13. Agenda Program Overview Performance Evaluation Key LearningsCONFIDENTIAL 11
  • 14. Top-Line EngagementCONFIDENTIAL 12
  • 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. 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. 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. 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. A Deeper Look...CONFIDENTIAL 17
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Brand Channel ManagementCONFIDENTIAL 23
  • 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. 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. 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. Facebook AnalyticsCONFIDENTIAL 26
  • 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. 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. 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. 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. Agenda Program Overview Performance Evaluation Key LearningsCONFIDENTIAL 31
  • 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. 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. Fan Feedback Building Brand Health Pays OffCONFIDENTIAL 34
  • 43. Thank you! Questions?CONFIDENTIAL 35