BlogWell Austin Social Media Case Study: REI, presented by Jordan Williams
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Transcript of BlogWell Austin Social Media Case Study: REI, presented by Jordan Williams
![Page 1: BlogWell Austin Social Media Case Study: REI, presented by Jordan Williams](https://reader034.fdocuments.in/reader034/viewer/2022052600/557f74d3d8b42aab198b4606/html5/thumbnails/1.jpg)
![Page 2: BlogWell Austin Social Media Case Study: REI, presented by Jordan Williams](https://reader034.fdocuments.in/reader034/viewer/2022052600/557f74d3d8b42aab198b4606/html5/thumbnails/2.jpg)
Donations Instead of Deals A Facebook Places
Check-in Deals Launch Story
Blogwell AustinFebruary 2, 2011
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Context of geo-social at REI
Lower frequency of visit
Don’t play the coupon/offer game
Haven’t seen critical mass w/ our customers
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Facebook Launches Places
Could this be the tipping point for check-ins?
If a small % of users start checking-in?!
![Page 5: BlogWell Austin Social Media Case Study: REI, presented by Jordan Williams](https://reader034.fdocuments.in/reader034/viewer/2022052600/557f74d3d8b42aab198b4606/html5/thumbnails/5.jpg)
What could REI do?
Design a promotion/test that is:
Brand right
Has multiple opportunities for success
Does more of what we already do well
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Social good for social behavior: donation vs. deal
What could REI do?
Design a promotion/test that is:
Designed for multiple audiences:Customers
Non-profit partnersEmployees
Local giving / local partnerships
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How did it work?
68 Non-profit partners selected
$1 per check-in
Kicked off November 5th
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How did it turn out? (Part 1)
Slow run rate leads to experimentation
$10 per check-in Black Friday
When in doubt… go all in!
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What was challenging?
Tying the timing of a national retail promotion to 3rd party technology product launch
Facebook mobile app updates
UX of claiming deal
Reporting
Location spam
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What was challenging?
Low awareness of “checking-in”
Early adopters already have a geo-social life
Lots of early adopters on Android
Privacy concerns amongst consumers
Communications fatigue
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How did it turn out? (Part 2)
Incremental traffic during holiday shopping period
We drove over 18,000 check-ins
Drove awareness of our non-profit giving
Drove internal awareness on the power of social
Exponential reach through our non-profit partners
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Bottom-line
Privacy issues persist with consumers
Hype outpacing reality (for now)
Platform fragmentation makes tough to scale
Brand right experiments make testing ok
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Questions?
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