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The secret to 10,000 likes? Running a social media campaign with UX and behavioural nudges

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What happens when you team an experimental economist, UX practitioners and a stand-up comedian to run a social media campaign to drive engagement and lead generation? We will demonstrate how we went about attempting to achieve our target of 10,000 likes in a social media campaign by combining UX research and behavioural nudges with lots of creative juices – what a typical week during the campaign looks like, our successes and failures, and most importantly, our learnings and how they can help other practitioners make an impact in the digital strategy space. Presented at UX Australia 2015 by Yuan Wang, Creative Director of Melbourne digital agency Yump.

Published in: Social Media

The secret to 10,000 likes? Running a social media campaign with UX and behavioural nudges

  1. 1. Running a social media campaign with UX and behavioural nudges by Yuan Wang Creative Director, Yump
  2. 2. A brand is no longer what we tell the customer it is. It is what customers tell each other it is. Scott David Cook, co-founder of Intuit
  3. 3. Client Helps consumers save Cheaper electricity rates Cheaper health insurance policies Challenges Little-known brand Crowded marketplace No budget for traditional media Mission 10,000 Facebook Likes in 4 months
  4. 4. What is a LIKEworth?
  5. 5. Conversion Customers EvangelistsFans
  6. 6. Activate your fans. Don’t just collect them like baseball cards. Jay Baer, Convince & Convert
  7. 7. Facebook is a PAIDplatform
  8. 8. image text brand menu tool bar other ads friends messaging next post headline like more
  9. 9. Who are our CUSTOMERS?
  10. 10. People’s behaviour makes sense if you think about it in terms of their goals, needs, and motives. Thomas Mann
  11. 11. Research CRM Analysis Surveys & Interviews Market & Competitors
  12. 12. Arrives at Family Dollar website via social media or advertising links Reads reviews, testimonials, comments and snippets of contents that interest User Seeing an Ad triggers User to check out Family Dollar’s Facebook page 1 2 3
  13. 13. What does our TEAMlook like?
  14. 14. Team Leader Overall strategy & creative direction Head of Marketing Business & marketing direction Community Manager Daily posts & monitoring Sales Manager CRM & leads management Writer Research & writing Head of Sales Sales strategies UX Designer Research & design Developer Development & tracking Comedian Ideas for humour Media Specialist Advertising & conversion Experimental Economist Data analysis & nudges AgencyClient
  15. 15. What happens in a WEEK
  16. 16. Sales & Leads Review Engagement Review Competitors Research Post Scheduling Idea Generation Post Creation News Research Landing Page Development Landing Page Testing Ads Creation Ads Testing
  17. 17. Wink wink. Nudge NUDGE
  18. 18. How to encourage people to use less electricity at home? Psychologist Robert Cialdini, California
  19. 19. 1. It protects the environment. 2. It benefits society. 3. It saves money. 4. A lot of other people are trying to do it. MOST IMPORTANT PHONE SURVEYS LEAST IMPORTANT
  20. 20. 1. Protect the environment by conserving energy. 2. Do your part to conserve energy for future generations. 3. Save money by conserving energy. 4. Join your neighbours in conserving energy. PLACARDS WITH NUDGES
  21. 21. Humour 113 likes $1.20 per like 127 likes $1.07 per like 415 likes $0.50 per like 431 likes $0.48 per like Conformity
  22. 22. Month 0 End of Month 4 8,433 10,000 Results No. of likes: 45 8,433 Lowest cost of conversion to lead: $226 $37
  23. 23. What we LEARNT
  24. 24. Don’t trust all the numbers.
  25. 25. Break down the barriers.
  26. 26. Stay agile.
  27. 27. yump.com.au Let’s connect @yumpdigitalTHANKS

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