Introduction

1Reach the Friends of Fans

2How we do it

© 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

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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

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Interactive Preview

• Interactive preview environment allows testing of design and functionality

• Share previews with interested 3rd parties to ensure sign-off from all sides

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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

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Managing the Conversation

• Mix of topics and formats in posts to keep engagement and Edgerank high

• Manage positive and negative conversation from fans

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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

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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

Questions?