Summer Sweepstakes - Facebook campaign using Wildfire App


Published on

Our case study detailing the strategy and results behind a three-month summer Facebook campaign using Wildfire's Sweepstakes application.

  • Be the first to comment

  • Be the first to like this

Summer Sweepstakes - Facebook campaign using Wildfire App

  1. 1. Summer Sweepstakes: Facebook and my-DittoJerusalem Web ProfessionalsKelli Brown | Sept. 2011<br />
  2. 2. What we do:<br /><ul><li>Social Media
  3. 3. Search Engine Optimization (SEO)
  4. 4. Website Development
  5. 5. Custom Facebook Tabs and Pages
  6. 6. Consulting
  7. 7. Strategy
  8. 8. Implementation
  9. 9. Maintenance</li></li></ul><li>The product – my-Ditto<br />Network Attached Storage (NAS) Solution for Small Businesses and Personal Use<br />
  10. 10. The product – my-Ditto<br />External hard drive accessible worldwide by disk on key<br />Accessible through Apple and Android apps<br />Affordable, secure, plug and play device<br />Available in wide range of memory sizes, configurations<br />
  11. 11. Campaign Goals<br />Boost sales of my-Ditto online<br />Build a following of educated consumers<br />Create one dominant social media presence<br />Highlight the product’s value for personal use<br />Prepare target market for upcoming releases:<br />New website<br />New product revision<br />
  12. 12. Challenges<br />Product is relatively complex to understand<br />Lacks tech sex appeal<br />Existing website was awful<br />Unable to buy my-Ditto<br />Lacked blog functionality, RSS, etc.<br />Company lacked a following on social outlets<br />Duplicate efforts – multiple FB pages<br />
  13. 13. What we did<br />Launched three-month campaign using Wildfire’s Sweepstakes app<br />May: Sonos S5 Music Player & my-Ditto server<br />June: Flat-screen TV & my-Ditto server<br />July: iPad 2 & my-Ditto server<br />Enabled entries via Facebook, Twitter, email newsletter blast and widget on website<br />Seeded initial entries with Facebook ads<br />
  14. 14. Wildfire App details<br />Standalone tab on FB page<br />Entries required name and email address<br />Direct export to Constant Contact lists<br />Did not require entrant to “like” the page<br />Pros and cons re: Edge Rank<br />Encouraged entrant to share with friends<br />
  15. 15. Content<br />Love it, covet, buy it – sales push later<br />Educated users about “cool side” of my-Ditto<br />Focus on usage with other existing tech toys<br />Scare tactics (sad, but very effective):<br />Dangers of cloud storage<br />Privacy concerns<br />Frequent outages & mistakes<br />Preserving family memories<br />
  16. 16. Results – over three months<br />12,866 entries<br />~3,500 new fans<br />~320 new links back to the main site<br />Web-based sales increased 22% over previous year<br />Content shared on FB page was viewed an average of 9,000 times per month<br />
  17. 17. Final push – follow-up email<br />New website launched two weeks later<br />Email campaign announced new site launch<br />Offered non-winners a discount on my-Ditto<br />Sent to roughly 12,500 new fans<br />27% of recipients made a purchase via new website<br />Single most-effective sales tactic ever used<br />
  18. 18. Getting lucky – Edge Rank<br />App charges extra ($$) to mandate “liking”<br />One third of entries via FB became fans<br />New fans remain active participants today<br />Everything you need to know about Facebook’s EdgeRank – The Next Web<br /> <br />DO NOT FORCE ENTRANTS TO “LIKE” YOU or you risk harm to your Edge Rank<br />
  19. 19. Final notes – what we learned<br />Entry rate is exponential, not linear<br />Huge benefit to long-term cumulative campaign<br />Details generate entries<br />Excitement over Sonos S5 vs. “a TV”<br />Partnerships didn’t work as well as hoped<br />Same campaign didn’t work on Twitter<br />Plan for the six months after the campaign<br />
  20. 20. Thanks!<br />Keep in touch with me at<br />Connect with us online at<br /><br /><br /><br />