Facebook Fan Page  &  Customer Behavior Dessert Gallery Bakery & Café  Lynnelle Wilson Bold Vision Consulting [email_addre...
The Facebook Effect <ul><li>What effect does having a Facebook Fan Page have on your customers’ buying behavior? </li></ul...
Step 1 – Beginning Benchmarks <ul><li>Email Survey to customers </li></ul><ul><ul><li>Customer evaluations of the café </l...
Step 2 – Facebook Page <ul><li>Emailed customers an invitation to join Facebook Fan Page </li></ul><ul><ul><li>Signs in ca...
<ul><li>Active posting several times a week </li></ul><ul><ul><li>Contests and promotions </li></ul></ul><ul><ul><li>Tanta...
Step 3 - Measure <ul><li>After 3 months emailed survey to customers </li></ul><ul><li>1067 Responses (70% increase) </li><...
<ul><li>“… how likely is it that you would recommend us to a friend or colleague?”  </li></ul>
Net Promoter Score http://bit.ly/9kZhyZ Customer Satisfaction –vs.- Net Promoter is difference in the way results are anal...
 
The Results <ul><li>Yes, a Facebook Fan Page did have a positive effect  on customer behavior </li></ul><ul><li>Best Custo...
Does it Matter? <ul><li>5 Months Later… </li></ul><ul><li>286% increase in Facebook Fans (283 to 1100) </li></ul><ul><li>D...
Take Aways <ul><li>Objective of Facebook Page is building loyalty and engaging with customers First - Sales is second  </l...
Social Network Strategies Leads Loyalty
Tweet Me Friend Me Link Me Call Me <ul><li>@Lynnelle & @BoldBusiness  </li></ul><ul><li>Facebook.com/Lynnelle </li></ul><u...
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Social Media Case Study: Dessert Gallery Bakery & Cafe

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What effect does a Facebook Fan Page have on customer buying behavior? Ask Dessert Gallery Bakery & Cafe and Rice University - by way of HBR.

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Social Media Case Study: Dessert Gallery Bakery & Cafe

  1. 1. Facebook Fan Page & Customer Behavior Dessert Gallery Bakery & Café Lynnelle Wilson Bold Vision Consulting [email_address] A Few Marketing Minutes -- Integrating Social Media into Marketing
  2. 2. The Facebook Effect <ul><li>What effect does having a Facebook Fan Page have on your customers’ buying behavior? </li></ul>Photo credit: Marc Dietrich
  3. 3. Step 1 – Beginning Benchmarks <ul><li>Email Survey to customers </li></ul><ul><ul><li>Customer evaluations of the café </li></ul></ul><ul><ul><li>Customer shopping behaviors </li></ul></ul><ul><ul><ul><li>How often did they frequent Dessert Gallery Café? </li></ul></ul></ul><ul><ul><ul><li>How much did they spend on each visit? </li></ul></ul></ul><ul><ul><ul><li>How likely were they to recommend DGC to a friend or relative? etc. </li></ul></ul></ul><ul><li>13,270 Customers emailed Survey </li></ul><ul><li>689 responses </li></ul>
  4. 4. Step 2 – Facebook Page <ul><li>Emailed customers an invitation to join Facebook Fan Page </li></ul><ul><ul><li>Signs in café? </li></ul></ul><ul><ul><li>Link on website? </li></ul></ul>
  5. 5. <ul><li>Active posting several times a week </li></ul><ul><ul><li>Contests and promotions </li></ul></ul><ul><ul><li>Tantalizing pictures of baked goods </li></ul></ul><ul><ul><li>Introductions to bakers and staff </li></ul></ul>
  6. 6. Step 3 - Measure <ul><li>After 3 months emailed survey to customers </li></ul><ul><li>1067 Responses (70% increase) </li></ul><ul><li>Divided Respondents into 3 Groups </li></ul><ul><li>Facebook Fans </li></ul><ul><li>Facebook Users – Not DGC Fans </li></ul><ul><li>Customers not on Facebook </li></ul>
  7. 7. <ul><li>“… how likely is it that you would recommend us to a friend or colleague?” </li></ul>
  8. 8. Net Promoter Score http://bit.ly/9kZhyZ Customer Satisfaction –vs.- Net Promoter is difference in the way results are analyzed.
  9. 10. The Results <ul><li>Yes, a Facebook Fan Page did have a positive effect on customer behavior </li></ul><ul><li>Best Customers: 283 </li></ul><ul><li>Responded to both surveys and became a Facebook Fan </li></ul><ul><ul><li>Amount spent per visit remained the same </li></ul></ul><ul><ul><li>Frequency of visits increased 20% </li></ul></ul><ul><ul><li>More likely to recommend DGC to friends and family, per NPS </li></ul></ul>
  10. 11. Does it Matter? <ul><li>5 Months Later… </li></ul><ul><li>286% increase in Facebook Fans (283 to 1100) </li></ul><ul><li>Do the Math… </li></ul><ul><li>1100 fans frequenting the café 20% more multiplied by the average amount spent each visit </li></ul><ul><li>1100 fans recommending the café to their friends and family </li></ul><ul><li>1100 fans, increasing at a triple-digit rate </li></ul>
  11. 12. Take Aways <ul><li>Objective of Facebook Page is building loyalty and engaging with customers First - Sales is second </li></ul><ul><li>Building a fan base on Facebook doesn’t happen </li></ul><ul><ul><li>By Accident </li></ul></ul><ul><ul><li>In a vacuum </li></ul></ul><ul><li>Long-term, ongoing and active effort </li></ul><ul><li>Is only part of a marketing effort and an integrated part of the broader strategy. </li></ul><ul><ul><li>75% of customer base not a Facebook fan …yet. </li></ul></ul>
  12. 13. Social Network Strategies Leads Loyalty
  13. 14. Tweet Me Friend Me Link Me Call Me <ul><li>@Lynnelle & @BoldBusiness </li></ul><ul><li>Facebook.com/Lynnelle </li></ul><ul><li>LinkedIn.com/in/LynnelleWilson </li></ul><ul><li>Facebook.com/BoldBusiness </li></ul><ul><li>BoldVisionConsulting.com </li></ul><ul><li>1-207-221-3492 or lbianco on Skype </li></ul>Lynnelle Wilson Bold Vision Consulting, Inc. Integrating New Communications into Traditional Businesses Consulting, Training and Speaking Other Projects by BVC, Inc. BOLDBusiness.TV – highlighting people NOT doing business as usual

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