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Ecommerce Social Media Marketing Case Study
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.
Ecommerce Social Media Marketing Case Study
- 1.
- 2. Marketing Map • SocialMedia customer journey
- 3. Marketing Map • SocialMedia customer journey • Tactics for each step
- 4. Marketing Map • SocialMedia customer journey • Tactics for each step • Metrics that matter
- 5. Marketing Map • SocialMedia customer journey • Tactics for each step • Metrics that matter • The business results – revenue!
- 6. From awareness tobrand advocacy, in just 3-months.
- 9. 1) Awareness • Respectnew audience
- 10. 1) Awareness • Respectnew audience • Avoid being promotional
- 11. 1) Awareness • Respectnew audience • Avoid being promotional • No direct sales pitch
- 12.
- 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 • 1,377emails captured • Costing just 18 pence each
- 18. Sourced Content • Relevantcontent • Interesting • Educational • Entertaining
- 19. 2) Demand • Interspersebranded content • Boost engagement • Drive website visits
- 20. A Bounty ofData • Customer email uploads
- 21. A Bounty ofData • Customer email uploads • Remarketing audiences
- 22. A Bounty ofData • Customer email uploads • Remarketing audiences • Build lookalike audiences
- 23. Cheap Traffic • Smallbudget of £30 • 1,277 clicks • 2 pence each click
- 24. 3) Transactions • Directproduct 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 directsales • With assists • Total sales ~£24,500 … it doesn’t stop here!
- 29. 4) Adoption • Makeexisting fans feel good
- 30. 4) Adoption • Makeexisting fans feel good • Engaging customers
- 31. 4) Adoption • Makeexisting fans feel good • Engaging customers • After-sales support
- 32. 4) Adoption • Makeexisting fans feel good • Engaging customers • After-sales support • All via social media
- 33. Community Spirit • Valueinput from fans • Sparking conversion • Listening to opinions • Curry favour
- 34. The simple rule,no more than 20% promotional posts.
- 35. 5) Advocacy • Thepower of ‘positive’
- 36. 5) Advocacy • Thepower of ‘positive’ • Share brand message
- 37. 5) Advocacy • Thepower of ‘positive’ • Share brand message • Loyal followers
- 38. 5) Advocacy • Thepower of ‘positive’ • Share brand message • Loyal followers • Extended audience reach
- 40. Return on Investment(ROI), Over 500%