BAM SMS Facebook Case Study

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Transcript of BAM SMS Facebook Case Study

FACEBOOK CASE STUDY1

Saltworks Thailand

Objective and target audience

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Situation:Saltworks is building a salt mine in Korat province. They used print advertising, etc to reach Thai people and promote the benefits of salt mines but it has not worked. Main goal:

Increase the popularity of Saltworks in Korat’s province and then the rest of Thailand; educate/inform people on the benefits of an upcoming salt mining project.

Our target audience:

•Nationality: Thai•Location: Thailand (Korat)

Terminology

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People Talking About This (PTAT):

Whenever a user creates a story, this includes: sharing, likes, comments, mentions, check-ins, event responses, claiming an offer

A measure of Brand Awareness.

Engagement:

It includes everything from PTAT, plus actions like clicking on a post, opening up a link, watching a video, or viewing out your photos.

Engagement is a larger scale of user interaction.

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Posts related to up-to-date or seasonal events in Thailand. For example, create Cover Photo related to Makha Bucha.

Increase brand awareness (people talking)

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Posts related to up-to-date or seasonal events in Thailand. For example, create Cover Photo related to Chinese New Year.

Increase brand awareness (people talking)

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People like, share and comment on Saltworks Posts. For example, posts that promote Korat culture and engage its communities

Increase brand awareness (people talking)

Increase brand awareness (people talking)

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9,900 people talked about Saltworks Facebook Page

In one month

It is 290 people per day!

Total in past 1 month

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At its high points, Saltworks Facebook Page reached in some days 5,000 people talking about it

It means 50 % of Saltworks Fans!!!

Increase brand awareness (people talking)

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Increase brand awareness

23,400 people talked about Saltworks Facebook Page

In 4 months

It is 200 people per day!

Total in 4 months

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Organized Facebook activities to promote Saltworks. For example, a CSR activity that distributes drinking water to the villages.

Increase engagement with Brand

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Organized Facebook activities to promote Saltworks. For example, a CSR activity that gives towels to the villages.

Increase engagement with Brand

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Posts related to beautiful Salt mines in other countries give a positive image of your brand or project

Increase engagement with Brand

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Posts related to the benefits of Saltworks project for the communities Posts that inform local communities about CSR initiatives (ricefield

demonstration) and posts about job opportunities

Increase engagement with Brand

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Posts related to the benefits of Saltworks project for the communities. For example, ricefield demonstration in a salt land. How to grow rice well

Increase engagement with Brand

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Create smart and compelling PR cover photo to promote and increase trust within the community

Increase engagement with Brand

Increase engagement with Brand

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12,690 people engaged with Saltworks

Facebook Page

In one Month It is 370 people per day!

Total in the past 1 month

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Increase engagement with Brand

31,000 people talked about Saltworks Facebook Page

In 4 months

It is 260 people per day!

Total in 4 months

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Increase the number of LIKES (fans)

Summary of the last 4 months

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20th January 2014

11,409 LIKES

20th September 2013

0 LIKES

Increase the number of LIKES (fans)

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368,000people reached on Facebook

In one month It is 10,800 people per day!

Increase Saltworks’ visibility

Total in past 1 month

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Increase Saltworks’ visibility

1 MILLION of people have been reached on Facebook

In 4 months

It is 8,700 people per day!

Total in 4 months

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94,500 people (Bangkok)

7,000 people (Korat)

7,600 people (Chiang Mai)

Increase Saltworks’ visibility

Total in the past 1 month

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362,000 people (Bangkok)

26,800 people (Korat)

33,900 people (Chiang Mai)

Increase Saltworks’ visibility

Total in 4 months

FACEBOOK CASE STUDY2

Beauty Story Thailand

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Situation:Beauty Story Thailand presence in Facebook has very little engagement. The Page hardly interacts with its audience.

Main goal:

Increase the popularity of Beauty Story and promote its stores and treatments/services.

Our target audience:

• Nationality: Thai• Location: Thailand (5 store locations)• Majority of Women (90%) • Age : from 20 to 50 years old

Objective and target audience

Terminology

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People Talking About This (PTAT):

Whenever a user creates a story, this includes: sharing, likes, comments, mentions, check-ins, event responses, claiming an offer

A measure of Brand Awareness.

Engagement:

It includes everything from PTAT, plus actions like clicking on a post, opening up a link, watching a video, or viewing out your photos.

Engagement is a larger scale of user interaction.

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Optimize Beauty Story Facebook Page and in line with seasons/holidays. For example, Chinese New Year.

Increase brand awareness (people talking)

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Organize Facebook activity to engage people with the page. For example, “Name this Girl” contest.

Increase brand awareness (people talking)

Summary of the last 2 months (Beauty Story started the Facebook activities in December)

6,000 people talked about Beauty Story Facebook Page

In 2 months

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Increase brand awareness (people talking)

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3,500people talked about Beauty Story Facebook Page

In one month It is 116 people per day!

Total in past 1 month

Increase brand awareness (people talking)

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People like, share and comment about Beauty Story Posts

Knowledge and tips on beauty targets women

Increase engagement with brand

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Posts related to Beauty Story staff to show a positive image of your brand

Increase engagement with brand

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People like, share and comment Beauty Story Posts

What types of posts interest your audience? For example, weekly horoscope interest women and increases views and engagements

Increase engagement with brand

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Promoted Beauty Story stores to show convenience and accessibility

Increase engagement with brand

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Organized Facebook activities to engage fans and attract new customers. For example, Selfie contest

Increase engagement with brand

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Increase engagement with Brand

10,500 people engaged with Beauty Story

Facebook Page

In 2 Months

Summary of the last 2 months (Beauty Story started the Facebook activities in December)

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Increase engagement with Brand

6,900 people engaged with Beauty Story

Facebook Page

In one Month It is 230 people per day!

Total in past 1 month

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220,000people reached on Facebook

In one month

It is 7,300 people per day!

Increase Beauty Story’s visibility

Total in past 1 month

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340,000people reached on Facebook

In 2 months

Increase Beauty Story’s visibility

Summary of the past 2 months

Increase the number of LIKES (fans) Summary of the last 2 months (Beauty Story started their Facebook activities in December)

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27th January 2014

4,000 LIKES

27th November 2013

502 LIKES

4,000NEW Likes

In two months !!!

Increase the number of LIKES (fans)

OTHER FACEBOOK CASE STUDIES

OREO DAILY TWIST (100 YEARS)

• To celebrate 100 years of OREO, they showed 100 ads in 100 days

• It turned every day TRENDING NEWS STORIES into visual treats

• Results?– 1 Million new fans– 1.3 Million interactions– Share Rate increased by 280% (1,472 times)

• Mainstream media BUZZ

Social Media ROI (Examples from Social Media Today)

1. Coffee Groundz

– Channel used: Twitter– Used it as a direct ordering channel– Sales and market share increased 25%

2. Vitabiotics

– Channels used: Twitter, Facebook, and blog– Built a community of 13,000– Saves the company hundreds of thousands USD annually vs.

traditional research and test marketing

Social Media ROI (Case studies)

3. Jimmy Choo

– Channel used: Twitter– Geo-located and featured upscale stores that sell their sneakers– Sneaker sales increased 33%– 40% increase in positive tweets and messages

4. Kraft/Toblerone

– Channels used: Company website and multiple social networks used in the Philipines

– Established October 20th as the country’s “National Thank You Day”– Drove 500,000 website visits– Sales of Toblerone increased 132%

Social Media ROI(Research)

• 4 out of 5 consumers say they would be more inclined to buy a brand after being exposed to Social Media (IAB UK Research)

• 83% of consumers exposed to Social Media would trial a brand’s product (IAB UK Research)

• 1 out of 3 shoppers say they were introduced to a brand or changed their opinion about a brand because of Social Media

THANK YOU VERY MUCH!Ojm.Quevedo@bamsms.com