The document discusses two case studies of social media marketing strategies for Saltworks and Beauty Story in Thailand, focusing on increasing brand awareness, engagement, and visibility through various Facebook activities. Saltworks aims to promote its salt mining project in Korat, while Beauty Story seeks to enhance engagement for its beauty services among Thai women. Both companies reported substantial increases in audience interactions and reach over a specified timeframe, emphasizing the importance of targeted social media strategies.

1. FACEBOOK CASE STUDY
1
Saltworks Thailand

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. 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. 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. 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. 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. 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. 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. 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. Increase engagement with Brand
 Organized Facebook activities to promote Saltworks. For example, a CSR activity
that distributes drinking water to the villages.
10

11. Increase engagement with Brand
 Organized Facebook activities to promote Saltworks. For example, a CSR activity
that gives towels to the villages.
11

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. 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. 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. Increase engagement with Brand
 Create smart and compelling PR cover photo to promote and increase trust within
the community
15

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. 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. Increase the number of LIKES (fans)
 Summary of the last 4 months
18

19. Increase the number of LIKES (fans)
20th January
2014
11,409 LIKES
20th September
2013
0 LIKES
19

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. 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. Increase Saltworks’ visibility
 Total in the past 1 month
7,600 people
(Chiang Mai)
7,000 people
(Korat)
94,500 people
(Bangkok)
22

23. Increase Saltworks’ visibility
 Total in 4 months
33,900 people
(Chiang Mai)
26,800 people
(Korat)
362,000 people
(Bangkok)
23

24. FACEBOOK CASE STUDY
2
Beauty Story Thailand

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. 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. Increase brand awareness
(people talking)
 Optimize Beauty Story Facebook Page and in line with
seasons/holidays. For example, Chinese New Year.
27

28. Increase brand awareness
(people talking)
 Organize Facebook activity to engage people with the page. For
example, “Name this Girl” contest.
28

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. 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. Increase engagement with brand
 People like, share and comment about Beauty Story Posts
Knowledge and tips on beauty targets women
31

32. Increase engagement with brand
 Posts related to Beauty Story staff to show a positive image of your brand
32

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. Increase engagement with brand
 Promoted Beauty Story stores to show convenience and accessibility
34

35. Increase engagement with brand
 Organized Facebook activities to engage fans and attract new customers. For
example, Selfie contest
35

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. 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. 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. Increase Beauty Story’s visibility
 Summary of the past 2 months
340,000
people reached on Facebook
In 2 months
39

40. Increase the number of LIKES (fans)
 Summary of the last 2 months
(Beauty Story started their Facebook activities in December)

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. OTHER FACEBOOK
CASE STUDIES

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. 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. 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. 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. THANK YOU VERY MUCH!
Ojm.Quevedo@bamsms.com