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Play.com Case Study<br />Turning Followers into Buyers<br />
Facebook Strategy<br />Accelerate Fan Recruitment<br />Drive Fan Loyalty<br />Turn Fans into Customers<br />Leverage Uniqu...
Rich content
Exclusive product offerings
Universally desired products
Money can’t buy experiences
Viral apps to engage customers
Two-way conversation
Spark debate
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Chinwag Insight: Facebook Marketing - Richard Jones, Engage Sciences -  F-commerce: from Fans to Customers

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Chinwag Insight: Facebook Marketing - Richard Jones, Engage Sciences -  F-commerce: from Fans to Customers

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Chinwag Insight: Facebook Marketing - Richard Jones, Engage Sciences -  F-commerce: from Fans to Customers

  1. 1. Play.com Case Study<br />Turning Followers into Buyers<br />
  2. 2. Facebook Strategy<br />Accelerate Fan Recruitment<br />Drive Fan Loyalty<br />Turn Fans into Customers<br />Leverage Unique Content<br />Competitions and Apps<br />Generate Conversation<br />New and Exclusive Offers<br /><ul><li>Access to talent
  3. 3. Rich content
  4. 4. Exclusive product offerings
  5. 5. Universally desired products
  6. 6. Money can’t buy experiences
  7. 7. Viral apps to engage customers
  8. 8. Two-way conversation
  9. 9. Spark debate
  10. 10. Quizzes and challenges
  11. 11. Learn more about our customers
  12. 12. Urgency
  13. 13. Exclusivity
  14. 14. Embrace viral opportunity</li></li></ul><li>Easy Campaign Creation<br /><ul><li>Simple tool allows us to create and manage multiple campaigns simultaneously with limited resource
  15. 15. Mixture of campaign types and frequently refreshed content helps to keep users engaged</li></li></ul><li>Example Competition Flow<br />Existing Fans<br />Automatically goes into your friends’ News Feeds<br />Competition App<br />Posts to your wall<br />Non-Fans<br />Direct messages sent to invited friends<br />If they enter, goes into their friends’ feeds<br />Pre-order message and link back to product on Play.com<br />
  16. 16. Fan Recruitment Results<br /><ul><li>Immediate and sustained impact from working with Engage Sciences</li></li></ul><li>Increased Fan Engagement<br /><ul><li>Increasing engagement and number of followers
  17. 17. More than 2x daily active users, more than 3x daily post interactions</li></li></ul><li>Turn Fans Into Buyers<br /><ul><li>Exclusivity and urgency key to generating sales from Facebook
  18. 18. CTR and Conversion Rate more than double when these mechanics used</li></li></ul><li>Turn Fans Into Buyers - Results<br /><ul><li>Although still early days, already seeing a significant uplift in referred sales from Facebook since launch with Engage Sciences</li></li></ul><li>The Social Marketing Database<br /><ul><li>Leverage user permissions to build detailed picture of our fanbase
  19. 19. Identify advocates, marry with onsite behaviour to segment for Social CRM</li>

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