Nice to essential – the rise of social<br />Great for market/product research<br />Great for customer service<br />Adds variation to link portfolio<br />Turn the public into link builders<br />Great for traffic<br />
Giving search the X factor<br />Friendship bracelet awareness<br />Paid ads bidding on X Factor contestant names<br />Day parting to maximise impression opportunity<br />Approximately 30% increase in impressions<br />Rebecca Ferguson - best CTRAiden Grimshaw - most clicks<br />
Facebook opportunity<br />The Xtra Factor – include Facebook Ad’s for Friendship bracelet push<br />Current Facebook Ad platform cumbersome and slow<br />I Spy Labs created Upcast - Facebook Ad Management Platform<br />Allows quick creation of hundreds of ad variants<br />Quick split test analysis<br />Ad scheduling<br />
189% increase in traffic from social media<br />219% increase in revenue<br />102% increase in traffic to the main site after pre-sale event for Facebook fans<br />
Online to offline – unified approach<br />Gnome hunt – In store and Online treasure hunt<br />Clues placed online via Twitter and Facebook<br />Gnome hunters had to take a photo with the gnome and go into store to collect their free bracelet – 50 for each hunt<br />PR and Customer services worked closelywith I Spy across all hunts<br />Activity happened over 4 month period<br />8 offline hunts and 1 online hunt<br />
Online to offline – unified approach<br />Gnome hunt – Results<br /><ul><li>Lots of content created online by our customers uploading their pictures.
Gnome Hunters who’d met on the hunt made friends on Facebook and discussed the hunt.
Customers were in constant conversation with us and each other on Facebook over each hunt and in between hunts.
Longevity of interaction on FB – leading up to the hunt, the day of the hunt, winners receiving their bracelets and saying thank you.</li></li></ul><li>Increased activity = more fans<br />Start of Gnome Hunt<br />
Learning’s from the Gnome Hunt<br />Online absolutely drives footfall in-store and vice versa<br />Our dedicated fans are very involved with the brand and amazing advocates<br />Social channels are an invaluable marketing tool for our brand<br />Something different works!<br />Sale of Friendships have continued to grow and exceed sales expectations<br />Facebook fans have continued to grow and are now x28,000+<br />