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Transforming Scholastic Book  Clubs customers into brand  ambassadors and introducing… YouAreWhatYouRead.com
<ul><li>Remember these? </li></ul>
Making the jump to  social media 144,000 fans
Strategy Voice New titles; bestsellers Expert Advice Customer  Service Book Buzz Exclusive Content Editorial recommendatio...
Growing our fan base <ul><li>Early fan drivers: </li></ul><ul><li>Facebook message to the “I <3 Scholastic Book Clubs” gro...
Targeted sweepstakes <ul><li>FIRST sweeps: 12K entrants,  </li></ul><ul><li>netted  50K  fans </li></ul>THIRD/most recent ...
<ul><li>Steps to creating a Scholastic Book Clubs sweepstakes: </li></ul><ul><li>Create a tab on our Facebook page that di...
Sweepstakes successes 1 3 2
Keeping our new fans interested <ul><li>Needed to remember: </li></ul><ul><ul><li>Our community included teachers, parents...
The content <ul><li>5-10 posts/week </li></ul><ul><li>Constant communication among the editorial team! </li></ul>Customer-...
The Team: <ul><li>Weekly meetings with the page’s editorial team  evaluate our successes and remedy what’s not working </l...
Why it works <ul><li>Bridging the  </li></ul><ul><li>home-school connection </li></ul>Their feedback informs the community...
Social media and sales <ul><li>Clubs looked at the spend, number of orders, and order frequency of 32,000 teachers who sel...
A year later… <ul><li>144,000 fans </li></ul><ul><li>Monthly active users:  77% </li></ul><ul><li>Executive buy-in </li></...
A niche  community Parents/teaches demographics Total fans Low “hide” rate
Clubs set the stage for the rest of Scholastic social media
Session 1: Participation, trends, goals, ROI, monitoring Session 2: Best practices, converting the skeptics, engaging Twit...
<ul><li>What’s next, you ask?   </li></ul>
MILLIONS OF BOOKS. WHICH FIVE SHAPED YOUR LIFE?
MILLIONS OF BOOKS. WHICH FIVE SHAPED YOUR LIFE?
You Are What You Read! <ul><li>To date, we have more than 130 participating Names You Know, including: </li></ul>
Join our community! @Scholastic Facebook.com/Scholastic Facebook.com/ScholasticBookClubs www.oomscholastic.com
 
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BlogWell Philadelphia Social Media Case Study: Scholastic, presented by Ivy Li & Morgan Baden

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In their BlogWell Philadelphia presentation, "Transforming Scholastic Book Clubs Into Brand Amabassadors," Scholastic Digital Publicist, Ivy Li, and Senior Manager of Internal Communications and Social Media, Morgan Baden, share how social media has helped turn Clubs customers into brand ambassadors.

They also discuss the unveiling of a new book community for readers of every age, everywhere, to celebrate the company's 90th anniversary.

Published in: Technology, Business
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BlogWell Philadelphia Social Media Case Study: Scholastic, presented by Ivy Li & Morgan Baden

  1. 2. Transforming Scholastic Book Clubs customers into brand ambassadors and introducing… YouAreWhatYouRead.com
  2. 3. <ul><li>Remember these? </li></ul>
  3. 4. Making the jump to social media 144,000 fans
  4. 5. Strategy Voice New titles; bestsellers Expert Advice Customer Service Book Buzz Exclusive Content Editorial recommendations Behind-the-scenes Platform for teacher/parent voices Give back (huge component of Clubs business model) Customer queries/issues Employee perspectives Content that can’t be found elsewhere Experiment; be flexible; offer value
  5. 6. Growing our fan base <ul><li>Early fan drivers: </li></ul><ul><li>Facebook message to the “I <3 Scholastic Book Clubs” group (netted 1,500 fans) </li></ul><ul><li>Personal email to customers from the President of Clubs, introducing the Clubs Facebook page along with an exclusive sweepstakes </li></ul>Fan growth post-email
  6. 7. Targeted sweepstakes <ul><li>FIRST sweeps: 12K entrants, </li></ul><ul><li>netted 50K fans </li></ul>THIRD/most recent sweeps: additional 36K fans SECOND sweeps*: additional 17K fans *Used Facebook advertising
  7. 8. <ul><li>Steps to creating a Scholastic Book Clubs sweepstakes: </li></ul><ul><li>Create a tab on our Facebook page that directs users to a sweepstakes entry form on Scholastic.com (image 2) </li></ul><ul><li>Create a branded entry form on Scholastic.com (image 3); make the directions very clear </li></ul><ul><li>Post legal rules </li></ul><ul><li>Execution: email the sweeps to customers. Sweeps link in email sends them to our Facebook page, which acts like an “ad spot.” From there, fans can choose to fan the page; fan the page and enter the sweeps; or just enter the sweeps. </li></ul>Want to run the contest on Facebook? Facebook has strict rules about conducting sweepstakes and contests when the form of entry lives on Facebook. Your best bet is to read the Promotions Guidelines set by Facebook.
  8. 9. Sweepstakes successes 1 3 2
  9. 10. Keeping our new fans interested <ul><li>Needed to remember: </li></ul><ul><ul><li>Our community included teachers, parents, and people with nostalgic connection </li></ul></ul><ul><ul><li>Messages/prompts/content had to be diverse enough to engage all community members </li></ul></ul>Highly engaged fans: teachers, parents, readers
  10. 11. The content <ul><li>5-10 posts/week </li></ul><ul><li>Constant communication among the editorial team! </li></ul>Customer-directed, fun prompts Due diligence with customer service inquiries Exclusive information for fans
  11. 12. The Team: <ul><li>Weekly meetings with the page’s editorial team evaluate our successes and remedy what’s not working </li></ul>Editorial Marketing Promotions Creative Business/ content Sweeps/ Contests User experience/ content Product expertise/ recommendations Corporate Communications Two mid-level employees dedicated to Clubs Social Media 4-5 members from Scholastic Book Clubs Customer Service
  12. 13. Why it works <ul><li>Bridging the </li></ul><ul><li>home-school connection </li></ul>Their feedback informs the community Teachers get answers from other teachers Teachers’ and parents’ perspectives are heard TEACHERS SCHOLASTIC PARENTS
  13. 14. Social media and sales <ul><li>Clubs looked at the spend, number of orders, and order frequency of 32,000 teachers who self-identified as a fan. </li></ul><ul><li>On average: </li></ul><ul><ul><li>Fans spent 29% more than non-fans </li></ul></ul><ul><ul><li>Fans spent 7.6% more per event than non-fans </li></ul></ul><ul><ul><li>Fans place 29.8% more orders than non-fans </li></ul></ul>
  14. 15. A year later… <ul><li>144,000 fans </li></ul><ul><li>Monthly active users: 77% </li></ul><ul><li>Executive buy-in </li></ul><ul><ul><li>All messaging to customers </li></ul></ul><ul><ul><li>Even on our shipment boxes </li></ul></ul><ul><li>And it’s working: </li></ul><ul><ul><li>Traditional media coverage </li></ul></ul><ul><ul><li>Page continues to grow and thrive </li></ul></ul><ul><ul><li>The attacking organization has turned to other brands </li></ul></ul><ul><ul><li>Spun Facebook page into a BookTalk blog </li></ul></ul>
  15. 16. A niche community Parents/teaches demographics Total fans Low “hide” rate
  16. 17. Clubs set the stage for the rest of Scholastic social media
  17. 18. Session 1: Participation, trends, goals, ROI, monitoring Session 2: Best practices, converting the skeptics, engaging Twitter conversations, case studies Session 3: Tying goals to metrics, measurement, social media metrics, tools for sharing
  18. 19. <ul><li>What’s next, you ask? </li></ul>
  19. 20. MILLIONS OF BOOKS. WHICH FIVE SHAPED YOUR LIFE?
  20. 21. MILLIONS OF BOOKS. WHICH FIVE SHAPED YOUR LIFE?
  21. 22. You Are What You Read! <ul><li>To date, we have more than 130 participating Names You Know, including: </li></ul>
  22. 23. Join our community! @Scholastic Facebook.com/Scholastic Facebook.com/ScholasticBookClubs www.oomscholastic.com

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