Ecommerce Social Media Marketing Case Study
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This document outlines a social media marketing plan with 5 steps: 1) Awareness, 2) Demand, 3) Transactions, 4) Adoption, and 5) Advocacy. It describes tactics for each step including competitions and ads to boost reach and capture emails. Metrics like engagements, clicks, and sales are reported, showing the plan resulted in over £24,500 in direct sales with a 500% return on investment. The plan turned awareness into brand advocacy within 3 months using social media.
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Ecommerce Social Media Marketing Case Study
- 2. Marketing Map • Social Media customer journey
- 3. Marketing Map • Social Media customer journey • Tactics for each step
- 4. Marketing Map • Social Media customer journey • Tactics for each step • Metrics that matter
- 5. Marketing Map • Social Media customer journey • Tactics for each step • Metrics that matter • The business results – revenue!
- 6. From awareness to brand advocacy, in just 3-months.
- 9. 1) Awareness • Respect new audience
- 10. 1) Awareness • Respect new audience • Avoid being promotional
- 11. 1) Awareness • Respect new audience • Avoid being promotional • No direct sales pitch
- 13. Competition • Viral competition • Emails captured
- 14. Competition • Viral competition • Emails captured • Custom audiences
- 15. Competition • Viral competition • Emails captured • Custom audiences • Ads boosted reach
- 16. Results • Total reach = 89,530 • Engagements = 1,167 • Total clicks = 3,345
- 17. Emails Captured • 1,377 emails captured • Costing just 18 pence each
- 18. Sourced Content • Relevant content • Interesting • Educational • Entertaining
- 19. 2) Demand • Intersperse branded content • Boost engagement • Drive website visits
- 20. A Bounty of Data • Customer email uploads
- 21. A Bounty of Data • Customer email uploads • Remarketing audiences
- 22. A Bounty of Data • Customer email uploads • Remarketing audiences • Build lookalike audiences
- 23. Cheap Traffic • Small budget of £30 • 1,277 clicks • 2 pence each click
- 24. 3) Transactions • Direct product promotion • Remain cautious in the early months • Introduce a compelling offer
- 25. Dipping a Toe • Try before you buy offer
- 26. Dipping a Toe • Try before you buy offer • Low risk, low commitment
- 27. Dipping a Toe • Try before you buy offer • Low risk, low commitment • Doesn’t have to be free
- 28. Sales! • £12,738 direct sales • With assists • Total sales ~£24,500 … it doesn’t stop here!
- 29. 4) Adoption • Make existing fans feel good
- 30. 4) Adoption • Make existing fans feel good • Engaging customers
- 31. 4) Adoption • Make existing fans feel good • Engaging customers • After-sales support
- 32. 4) Adoption • Make existing fans feel good • Engaging customers • After-sales support • All via social media
- 33. Community Spirit • Value input from fans • Sparking conversion • Listening to opinions • Curry favour
- 34. The simple rule, no more than 20% promotional posts.
- 35. 5) Advocacy • The power of ‘positive’
- 36. 5) Advocacy • The power of ‘positive’ • Share brand message
- 37. 5) Advocacy • The power of ‘positive’ • Share brand message • Loyal followers
- 38. 5) Advocacy • The power of ‘positive’ • Share brand message • Loyal followers • Extended audience reach
- 40. Return on Investment (ROI), Over 500%