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Chinwag Insight: Facebook Marketing - Richard Jones, Engage Sciences - F-commerce: from Fans to...
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Transcript of Chinwag Insight: Facebook Marketing - Richard Jones, Engage Sciences - F-commerce: from Fans to...
© 2011 Play.com
Play.com Case StudyTurning Followers into Buyers
© 2011 Play.com
• Access to talent• Rich content• Exclusive product offerings
• Universally desired products• Money can’t buy experiences• Viral apps to engage customers
• Two-way conversation• Spark debate• Quizzes and challenges• Learn more about our customers
• Urgency• Exclusivity• Embrace viral opportunity
Accelerate Fan Recruitment
Drive Fan Loyalty Turn Fans into Customers
Leverage Unique Content
Competitions and Apps
Generate Conversation
New and Exclusive
Offers
Facebook Strategy
© 2011 Play.com
Easy Campaign Creation
• Simple tool allows us to create and manage multiple campaigns simultaneously with limited resource
• Mixture of campaign types and frequently refreshed content helps to keep users engaged
© 2011 Play.com
Posts to your wall
Automatically goes into your friends’ News
Feeds
If they enter, goes into their friends’ feeds
Pre-order message and link back to product on Play.com
Direct messages sent
to invited friends
Existing Fans
Non-Fans
Competition App
Example Competition Flow
© 2011 Play.com
Fan Recruitment Results
• Immediate and sustained impact from working with Engage Sciences
© 2011 Play.com
Increased Fan Engagement
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Play.com Daily Facebook Activity
Daily Post Interactions Daily Active Users
• Increasing engagement and number of followers• More than 2x daily active users, more than 3x daily post interactions
© 2011 Play.com
Turn Fans Into Buyers
• Exclusivity and urgency key to generating sales from Facebook• CTR and Conversion Rate more than double when these mechanics used
© 2011 Play.com
Turn Fans Into Buyers - Results
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Weekly Facebook Referred Sales
• Although still early days, already seeing a significant uplift in referred sales from Facebook since launch with Engage Sciences
© 2011 Play.com
The Social Marketing Database
• Leverage user permissions to build detailed picture of our fanbase• Identify advocates, marry with onsite behaviour to segment for Social
CRM