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An ‘Aussie’ case studyDigital Outlook / P&G<br />Daniel Heale<br />Digital Outlook<br />
Why do you ‘like’ a page on Facebook?<br />
There’s more to life than hair but it’s a good place to start.<br />
Total Likes: 189,000<br />The community is predominantly female and aged 18-24<br />
Getting the tone right<br />Fun, hair-centric and populist<br />
Getting the content right<br />Popular updates have been generally open-ended, with a low threshold of engagement.<br />In...
Launch campaign - Aussie ‘Rescues’<br />The competition was supported with aFacebook ASU campaign, driving traffic to the ...
Aussie ‘Rescues’<br />Additional content(photos and videos of the winners) was added to the page to increase traffic and e...
Aussie ‘Rescues’<br />Fans encouraged to add their own content, comments and photos<br />
Follow natural behaviour<br />
Respond to fans questions<br />Quick, useful, responses encourages fans to see the page as a useful service.<br />
Bring on the evangelists<br />
And finally… to engage beyond ‘liking’<br />Respond to fan questions and treat them as individuals<br />Give the 40% of fa...
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Chinwag Insight: Facebook Marketing - Dan Heale, Digital Outlook - What's in a Like

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Chinwag Insight: Facebook Marketing - Dan Heale, Digital Outlook - What's in a Like

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Chinwag Insight: Facebook Marketing - Dan Heale, Digital Outlook - What's in a Like

  1. 1. An ‘Aussie’ case studyDigital Outlook / P&G<br />Daniel Heale<br />Digital Outlook<br />
  2. 2. Why do you ‘like’ a page on Facebook?<br />
  3. 3. There’s more to life than hair but it’s a good place to start.<br />
  4. 4. Total Likes: 189,000<br />The community is predominantly female and aged 18-24<br />
  5. 5. Getting the tone right<br />Fun, hair-centric and populist<br />
  6. 6. Getting the content right<br />Popular updates have been generally open-ended, with a low threshold of engagement.<br />Invitefansto share their own content<br />
  7. 7. Launch campaign - Aussie ‘Rescues’<br />The competition was supported with aFacebook ASU campaign, driving traffic to the page and competition app.<br />
  8. 8. Aussie ‘Rescues’<br />Additional content(photos and videos of the winners) was added to the page to increase traffic and engagement.<br />
  9. 9. Aussie ‘Rescues’<br />Fans encouraged to add their own content, comments and photos<br />
  10. 10. Follow natural behaviour<br />
  11. 11. Respond to fans questions<br />Quick, useful, responses encourages fans to see the page as a useful service.<br />
  12. 12. Bring on the evangelists<br />
  13. 13. And finally… to engage beyond ‘liking’<br />Respond to fan questions and treat them as individuals<br />Give the 40% of fans what they want - promotions and discounts!<br />Partnerships – partner with relevant brands give them more <br />Ask them what they want and deliver as much as you can – bigger bottles, tips and advice, competitions<br />

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