The document outlines goals and metrics for Matco Tools' use of their Facebook fan page. The goals are to increase their share of voice over their largest competitor on Facebook, generate leads for new franchises, and create a viable marketing channel. Metrics show the fan page achieved a 141% increase in organic fans, a 278% increase in clicks on franchise assets, and a 170% increase in sales revenue from social traffic through improved engagement on Facebook.

1. Use of Fan Page - OMMA
Matco Tools

2. GOAL: GAIN MARKET SHARE
LEVERAGE FAN PAGE TO INCREASE SHARE OF
VOICE ON FACEBOOK OVER LARGEST COMPETITOR

3. Engagement Defines Social Success
• 1.6% of Matco Tools’ total fans are engaged daily; 0.3% of their largest competitors’ fans are
engaged daily
GOAL: GAIN SUBSTANTIAL MARKET SHARE FROM LARGEST COMPETITOR

4. Create Substantial Audience Growth
• 141% organic increase in Facebook Fans from start of Intrapromote campaign
GOAL: GAIN SUBSTANTIAL MARKET SHARE FROM LARGEST COMPETITOR

5. GOAL: LEAD GENERATION
CREATE A MARKETING CHANNEL FROM THE FAN
PAGE TO INCREASE FRANCHISE LEAD GENERATION

6. Increase conversions in franchise recruitment
• 278% increase in clicks on franchise lead generation assets on Facebook Fan Page from start of
Intrapromote campaign
GOAL: CREATE VIABLE MARKETING CHANNEL OUT OF FACEBOOK FAN PAGE

7. Foster an Engaged Community Surrounding Matco Tools
• 115% increase in traffic to MatcoTools.com from social channels from start of
Intrapromote campaign
• MatcoTools.com receives 1 social visit for every 15.5 engaged users on Facebook
GOAL: CREATE VIABLE MARKETING CHANNEL OUT OF FACEBOOK FAN PAGE

8. Increase conversions in sales, franchise recruitment, and consumer programs
• 170% increase in social traffic revenue on MatcoTools.com from start of Intrapromote campaign
• 62% increase in social traffic per-visit value from start of Intrapromote campaign
GOAL: CREATE VIABLE MARKETING CHANNEL OUT OF FACEBOOK FAN PAGE

9. GOAL: CUSTOMER SERVICE
MANAGE EXISTING CUSTOMER SERVICE AND
BRAND REPUTATION ISSUES

10. Manage Customer Service and Grow Brand Advocacy on Fan Page
• 53% decrease in problematic posts from January
GOAL: EXTINGUISH BRAND REPUTATION ISSUES FOR MATCO TOOLS