Using Facebook Pages to Drive Daily Deal Sales for www.Pirk.lt Facebook Page: http://www.facebook.com/Pirklt

1. USING FACEBOOK PAGES
TO DRIVE DAILY DEAL SALES
March 2, 2012

2. CLIENT:
PIRK.LT – e-commerce website
SKUBEK.LT – daily deals website
FACEBOOK PAGE:
FACEBOOK.COM/PIRKLT
MARKET:
LITHUANIA

3. CAMPAIGN GOAL:
- DRIVING DAILY DEAL SALES
CAMPAIGN STRATEGY:
• Two posts on each weekday at a morning time
• Brief description of the product in the comments
• 170 posts in total
• Timeframe: August – December 2011

4. RESULTS

5. 1
BEST DAYS FOR
ENGAGEMENT ARE
WEDNESDAY AND FRIDAY
DETAILS:
• Posts made on Wednesdays were the most liked during the period.
• Posts made on Fridays were the most commented.

6. 2
BEST DAYS FOR SALES
AND CLICKS ARE
THURSDAY AND FRIDAY
DETAILS:
• Posts made on Thursdays received 1.9 times higher click through rate than
average.
• Posts made on Thursdays generated 2.8 times more purchases than
average.
• Posts made on Fridays had 1.2 times more purchases than average.

7. 3
SHARED TRAFFIC
GENERATED 23% OF
TOTAL SALES
DETAILS:
• Posts shared by the fans on their walls and clicked by their friends generated
23% of total sales from the Facebook Page.
• Majority of the shared sales came from a single post presenting special offer
for shoes, which was widely shared among the target audience.

8. 4
CLOSELY TIMED POSTS
HAD THE POOREST
PERFORMANCE
DETAILS:
• Both visits and sales are the lowest for posts that are followed by another
post within the same 5 minutes.
• Waiting at least 5 minutes before posting another post increased visits 2.7
times, and sales - 3.7 times for the first post.
• Waiting for more than a day before posting another post increased visits and
sales for the first post even more – by 4.3 times and 14.5 times respectively–
compared to immediate posting.

9. 5
HIGHER ENGAGEMENT
DID NOT LEAD TO HIGHER
SALES
DETAILS:
• Increase in likes led to increase in sales only up to three likes per post -
further engagement did not give additional boost to sales.
• Pirk.lt also performed a giveaway campaign, where it was possible to win a
prize by answering basketball-related questions on the Facebook Page.
• During the giveaway campaign, sales per post were lower than usual, as the
core fans were distracted by the giveaway instead of focusing on the daily
deals, and freebie-hunters were attracted by the promotion.

10. CONCLUSIONS
• Top days for sales do not necessarily coincide with the most
engagement driving days.
• A single virally shared post can contribute to a substantial part of
overall sales.
• Time span between posts has to be at least 5 minutes, otherwise
they do not get through the Facebook’s news feed.
• Giveaways have to be targeted to potential customers instead of just
Facebook users who are mostly interested in the free prize.

11. “ We see a lot of potential in our Facebook
Page – and will continue experimenting to see
”
which strategies bring the most sales.
Eduardas Sitikas
Pirk.lt – General Manager

12. THANK YOU!
ANY QUESTIONS?
jevgenijs@campalyst.com
@campalyst
www.campalyst.com