2. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• This is a review of the social media strategy created and
implemented for Western Digital NZ, beginning 30/04/12 and
currently ongoing.
www.facebook.com/wdkiwi
• Employed integrated strategy to grow and engage community
• Grew community from launch to 3390 Likes
• Garnered valuable learnings allowing continued improvements
Executive Summary
3. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
Context
• Western Digital continuing push into entertainment technology space
with WD TV Live and My Net range of products
• No social media presence in NZ for WD nor direct competitors
• Focus on Noel Leeming and Bond & Bond in the channel
Key Objective
Build an online community around the WD brand in New Zealand,
creating conversation and continued engagement.
Brief
4. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
2 distinct areas that need to be addressed
Engage community
Interaction with these people
• See Communication Strategy slide
Build community
Increase number of people
who Like the page
• Paid Facebook advertising
• Viral content
• Physical competition POS in-stores
Strategy
5. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• We ran Facebook Ads,
targeted at people residing
in NZ
• There is a Like button built
directly into the ad – drove
Likes early in campaign
• 5,934,511 impressions served
• Average Cost per Click –
$0.52 (compared with
$1.76 - $2.45 for other
media same period)
• Average Cost per Like – $0.90
• Average Click to conversion –
58%
Building the Community – Facebook Ads
6. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
Buy Now Win Big
• 3 month campaign requiring product
purchase for entry
• First Prize was Home Entertainment
system
• Displayed as an ‘App’ through an iframe
• Promoted via Facebook ads and POS
material – provided a ‘hook’
• 236 Entries across competition period
• Like-gated via social plugin – people had
to Like the page to enter
• Allowed capture of deeper data
(addresses, phone numbers, place of
purchase)
• Confirmed Facebook statistics
Building the Community - Competition
7. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• The Facebook Wall is the most powerful way to brands to communicate with
the public on Facebook
• Brand not product
- Only one in every 5-8 posts directly product related
• Audience not customers
- People have to want to keep receiving your posts in their Newsfeed –
‘exile’ is only two mouse clicks away
• Fun not corporate
- The tone of the communication must maintain a fun, personal, almost
irreverent feel. Posts with images rated much higher than those without.
• Post frequency: 1 per day
- Time varied between midday and early evening
- Balance between overwhelming people with content > leads to Unlikes,
and the missed opportunity of less than optimal exposure
- So far in excess of 100 pieces of content live
Engaging the Community - Communication Strategy
8. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• Reached 4,191 people
• 107 people voted
• Many added their own answers
• Virality of 2.05%
- Top 5 viral posts were all
Poll Questions
- Viral means percentage of
people who see the post that
create a story from it
Top Reaching Post
9. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• Highest number of
comments on a single
post: 15
• All posts in Top 5 for
comments were phrased
as direct questions
• Almost exclusively
positive comments
Top Commented Post
10. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• Total of 28 Likes
• 2 of top 5
‘Liked’ posts
contained
images of kittens
• Remainder were
‘Looking back’
style posts
Top ‘Liked’ post
11. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• Fantastic result when
‘real people’ become
the mouthpiece for
your message
• Use posts to guide
them in this direction
• Of course, the public
can be unpredictable
Interesting Posts
12. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• Ability to turn a customer ‘complaint’ into a positive story
Interesting Posts
13. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• 3390 ‘Likes’ for the Western Digital New Zealand Facebook Page
• Average of 754 Weekly engaged users
- The number of unique people who engaged with the page.
Engagement includes any click or story created.
Results
Lifetime Total ‘Likes’
Figures from launch on 30 April until 11 August
14. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• 62,398 Total organic reach (unique users – daily)
- Average 600 per day
• 137,845 Total Viral Reach (unique users who saw
content from page – can be friends of fans)
- Average 1325 per day
• 276,927 impressions of posts in News Feed,
Ticker and Page visits
• 5,934,511 Facebook ad impressions
Results
Figures from launch on 30 April until 11 August
15. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
Demographics of ‘Likes’
• Skew towards males, young to middle aged.
- Dovetails with external statistics we have on consumer profile
• Almost exclusively from NZ
- Most popular cities are Auckland, Christchurch and Wellington respectively
Results
Figures from launch on 30 April until 11 August
16. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
• Valuable tool for communicating brand identity
- Especially strong at communicating a brand ‘personality’
• Communicating to the people who are already brand advocates (in general)
- Avenue for consistent communication
- Platform to build brand equity and keep brand top of mind
• Opportunity to turn ‘complaint’ into positive story
- Time key factor in fine line between positive
customer experience and ballooning negativity
• Steer clear of anything controversial
- Must be careful with tone
• Facebook ads very effective at driving initial Likes
• People are willing to engage/share ideas
- Platform to test reception of new ideas
Key Take-Outs
17. Results
Total number of handsets claimed across
incentive period: 2855
» BlackBerry Bold 9860 sales claimed: 1281
» BlackBerry Bold 9900 sales claimed: 734
Represents an 572% increase in claimed sales
over baseline *
Salespeople who qualified for a free BlackBerry
Torch 9860 smartphone: 291
Total new A-List members: 381
(all states and territories represented)
Participation : 410 members made at least one claim –
highest numbers to participate in incentive in A-List history
* Based on month of August
Deeper engagement through:
• Content refinement
• Faster post response times
• Development of games/competition apps
Next Steps
