BAM SMS Facebook Case Study

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Presenting Facebook Case Studies in Thailand and in Asia Pacific, including metrics such as People Talking About This, Engagement and Reach.

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BAM SMS Facebook Case Study

  1. 1. FACEBOOK CASE STUDY 1 Saltworks Thailand
  2. 2. Objective and target audience Situation: Saltworks is building a salt mine in Korat province. They used print advertising, etc to reach Thai people and promote the benefits of salt mines but it has not worked. Main goal: Increase the popularity of Saltworks in Korat’s province and then the rest of Thailand; educate/inform people on the benefits of an upcoming salt mining project. Our target audience: •Nationality: Thai •Location: Thailand (Korat) 2
  3. 3. Terminology People Talking About This (PTAT): Whenever a user creates a story, this includes: sharing, likes, comments, mentions, check-ins, event responses, claiming an offer A measure of Brand Awareness. Engagement: It includes everything from PTAT, plus actions like clicking on a post, opening up a link, watching a video, or viewing out your photos. Engagement is a larger scale of user interaction. 3
  4. 4. Increase brand awareness (people talking)  Posts related to up-to-date or seasonal events in Thailand. For example, create Cover Photo related to Makha Bucha. 4
  5. 5. Increase brand awareness (people talking)  Posts related to up-to-date or seasonal events in Thailand. For example, create Cover Photo related to Chinese New Year. 5
  6. 6. Increase brand awareness (people talking)  People like, share and comment on Saltworks Posts. For example, posts that promote Korat culture and engage its communities 6
  7. 7. Increase brand awareness (people talking)  Total in past 1 month 9,900 people talked about Saltworks Facebook Page In one month It is 290 people per day! 7
  8. 8. Increase brand awareness (people talking)  At its high points, Saltworks Facebook Page reached in some days 5,000 people talking about it  It means 50 % of Saltworks Fans!!! 8
  9. 9. Increase brand awareness  Total in 4 months 23,400 people talked about Saltworks Facebook Page In 4 months It is 200 people per day! 9
  10. 10. Increase engagement with Brand  Organized Facebook activities to promote Saltworks. For example, a CSR activity that distributes drinking water to the villages. 10
  11. 11. Increase engagement with Brand  Organized Facebook activities to promote Saltworks. For example, a CSR activity that gives towels to the villages. 11
  12. 12. Increase engagement with Brand  Posts related to beautiful Salt mines in other countries give a positive image of your brand or project 12
  13. 13. Increase engagement with Brand  Posts related to the benefits of Saltworks project for the communities  Posts that inform local communities about CSR initiatives (ricefield demonstration) and posts about job opportunities 13
  14. 14. Increase engagement with Brand  Posts related to the benefits of Saltworks project for the communities. For example, ricefield demonstration in a salt land. How to grow rice well 14
  15. 15. Increase engagement with Brand  Create smart and compelling PR cover photo to promote and increase trust within the community 15
  16. 16. Increase engagement with Brand  Total in the past 1 month 12,690 people engaged with Saltworks Facebook Page In one Month It is 370 people per day! 16
  17. 17. Increase engagement with Brand  Total in 4 months 31,000 people talked about Saltworks Facebook Page In 4 months It is 260 people per day! 17
  18. 18. Increase the number of LIKES (fans)  Summary of the last 4 months 18
  19. 19. Increase the number of LIKES (fans) 20th January 2014 11,409 LIKES 20th September 2013 0 LIKES 19
  20. 20. Increase Saltworks’ visibility  Total in past 1 month 368,000 people reached on Facebook In one month It is 10,800 people per day! 20
  21. 21. Increase Saltworks’ visibility  Total in 4 months 1 MILLION of people have been reached on Facebook In 4 months It is 8,700 people per day! 21
  22. 22. Increase Saltworks’ visibility  Total in the past 1 month 7,600 people (Chiang Mai) 7,000 people (Korat) 94,500 people (Bangkok) 22
  23. 23. Increase Saltworks’ visibility  Total in 4 months 33,900 people (Chiang Mai) 26,800 people (Korat) 362,000 people (Bangkok) 23
  24. 24. FACEBOOK CASE STUDY 2 Beauty Story Thailand
  25. 25. Objective and target audience Situation: Beauty Story Thailand presence in Facebook has very little engagement. The Page hardly interacts with its audience. Main goal: Increase the popularity of Beauty Story and promote its stores and treatments/services. Our target audience: • Nationality: Thai • Location: Thailand (5 store locations) • Majority of Women (90%) • Age : from 20 to 50 years old 25
  26. 26. Terminology People Talking About This (PTAT): Whenever a user creates a story, this includes: sharing, likes, comments, mentions, check-ins, event responses, claiming an offer A measure of Brand Awareness. Engagement: It includes everything from PTAT, plus actions like clicking on a post, opening up a link, watching a video, or viewing out your photos. Engagement is a larger scale of user interaction. 26
  27. 27. Increase brand awareness (people talking)  Optimize Beauty Story Facebook Page and in line with seasons/holidays. For example, Chinese New Year. 27
  28. 28. Increase brand awareness (people talking)  Organize Facebook activity to engage people with the page. For example, “Name this Girl” contest. 28
  29. 29. Increase brand awareness (people talking)  Summary of the last 2 months (Beauty Story started the Facebook activities in December) 6,000 people talked about Beauty Story Facebook Page In 2 months 29
  30. 30. Increase brand awareness (people talking)  Total in past 1 month 3,500 people talked about Beauty Story Facebook Page In one month It is 116 people per day! 30
  31. 31. Increase engagement with brand  People like, share and comment about Beauty Story Posts Knowledge and tips on beauty targets women 31
  32. 32. Increase engagement with brand  Posts related to Beauty Story staff to show a positive image of your brand 32
  33. 33. Increase engagement with brand  People like, share and comment Beauty Story Posts What types of posts interest your audience? For example, weekly horoscope interest women and increases views and engagements 33
  34. 34. Increase engagement with brand  Promoted Beauty Story stores to show convenience and accessibility 34
  35. 35. Increase engagement with brand  Organized Facebook activities to engage fans and attract new customers. For example, Selfie contest 35
  36. 36. Increase engagement with Brand  Summary of the last 2 months (Beauty Story started the Facebook activities in December) 10,500 people engaged with Beauty Story Facebook Page In 2 Months 36
  37. 37. Increase engagement with Brand  Total in past 1 month 6,900 people engaged with Beauty Story Facebook Page In one Month It is 230 people per day! 37
  38. 38. Increase Beauty Story’s visibility  Total in past 1 month 220,000 people reached on Facebook In one month It is 7,300 people per day! 38
  39. 39. Increase Beauty Story’s visibility  Summary of the past 2 months 340,000 people reached on Facebook In 2 months 39
  40. 40. Increase the number of LIKES (fans)  Summary of the last 2 months (Beauty Story started their Facebook activities in December)
  41. 41. Increase the number of LIKES (fans) 4,000 NEW Likes 27th January 2014 4,000 LIKES In two months !!! 27th November 2013 502 LIKES 41
  42. 42. OTHER FACEBOOK CASE STUDIES
  43. 43. OREO DAILY TWIST (100 YEARS) • To celebrate 100 years of OREO, they showed 100 ads in 100 days • It turned every day TRENDING NEWS STORIES into visual treats • Results? – 1 Million new fans – 1.3 Million interactions – Share Rate increased by 280% (1,472 times) • Mainstream media BUZZ
  44. 44. Social Media ROI (Examples from Social Media Today) 1. Coffee Groundz – Channel used: Twitter – Used it as a direct ordering channel – Sales and market share increased 25% 2. Vitabiotics – Channels used: Twitter, Facebook, and blog – Built a community of 13,000 – Saves the company hundreds of thousands USD annually vs. traditional research and test marketing
  45. 45. Social Media ROI (Case studies) 3. Jimmy Choo – – – – Channel used: Twitter Geo-located and featured upscale stores that sell their sneakers Sneaker sales increased 33% 40% increase in positive tweets and messages 4. Kraft/Toblerone – Channels used: Company website and multiple social networks used in the Philipines – Established October 20th as the country’s “National Thank You Day” – Drove 500,000 website visits – Sales of Toblerone increased 132%
  46. 46. Social Media ROI (Research) • 4 out of 5 consumers say they would be more inclined to buy a brand after being exposed to Social Media (IAB UK Research) • 83% of consumers exposed to Social Media would trial a brand’s product (IAB UK Research) • 1 out of 3 shoppers say they were introduced to a brand or changed their opinion about a brand because of Social Media
  47. 47. THANK YOU VERY MUCH! Ojm.Quevedo@bamsms.com

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