dan pilkington from lucky voice (mashable social media day)

Dan PilkingtonDigital Marketing Manager, Lucky Voice

@luckyvoicefacebook.com/luckyvoice

Why are Facebook and Twitter important? And can we measure their impact?

- 62% of people who come to Lucky Voice have been recommended us by a friend. Much of this will inevitably have come about through conversations in social media.

-15,000 visits across our 4 websites came directly from social media. So yes, it’s important and yes, we can measure it – Google Analytics.

- Social media amplifies messages beyond websites, CRM and traditional paid for media. It drives PR cheaply, effectively and constantly.

- ‘Buzz’ also amplifies our brand message and creates close emotional bonds to us. Measure using HootSuite.

Techniques to build your database and monetize!

Freebies and discounts – particularly effective on FacebookGives you relationship with user plus a conversion. When people book they have to mention Facebook so we can track bookings. One week, 25% of our bookings came from this mechanic. Plus, use Facebook Ads to drive more.

Techniques to build your database and monetize!

Freebies and discounts – make your Twitter followers feel specialOccasional giveaways to your Twitter following always work well! Competitions which are fun help too! We then track the spend of the customers we book in for free and see great returns as well as generating buzz!

Techniques to build your database and monetize!

Reach out to other businesses / communitiesWe develop relationships on Twitter with businesses and communities that we work with. E.g. Qype, Cancer Research, The O2.

Techniques to build your database and monetize!

Offers app on FacebookCreate an app which allows people to sign up for offers / discounts that you run. By getting their details for email newsletters, you can also track their purchases.

Techniques to build your database and monetize!

User-generated content on FacebookWe’ve created an app which allows people to smoothly upload photos and videos of their Lucky Voice experiences.

Techniques to build your database and monetize!

User-generated content on FacebookThey then get their friends to vote on their photos / videos.

Techniques to build your database and monetize!

User-generated content on Facebook

-The user is incentivised to share their contentLots of people who may never have considered coming to Lucky Voice, or using our online service, see how fun it is!

-When people vote, the message spreads further via their Walls

- People have to ‘Like’ us to vote

- We get the email address and other details of anyone who submits an entry or votes

- At any point, anyone can share the content with their friends.

Techniques to build your database and monetize!

Results so far!

- Last week, after launching the apps, our Facebook Page visits were up 178%

- Since putting the apps, our ‘Likes’ are up 198%

- We’ve pulled in data from around 400 new contacts in a week.

Techniques to build your database and monetize!

Exclusive contentGive your followers / fans exclusive content just for them. This could be offers / new product testing / focus groups and news on your brand.

Techniques to build your database and monetize!

Retweet and comment on great stuff your fans say and are doing!Again, it’s all about making them feel special and building that relationship so they will reciprocate. Make sure you follow what your best ambassadors are up to!

Techniques to build your database and monetize!

Interesting / engaging content about your business!Blog posts which you then tweet and post to Facebook to engage and spread virally. Also excellent for SEO! Also, get guest bloggers to write relevant content so spreading the word about your business and gaining endorsement from key people. E.g. What happened on this day in music...

Techniques to build your database and monetize!

Make yourselves human!Tell people what you’re up to! Social media is a great way of making yourselves seem more human and this will help boost your following / database.

Techniques to build your database and monetize!

-Facebook ShopsMore and more brands are monetising directly! Great concept because everything people do will be seen by their friends so very viral.

-AND you can directly measure sales from Facebook / sales generated by the sharing of content. -AND you get all the personal details of every shopper!

See ASOS and Lyle and Scott.

Allocating time and resource

- Work out your strategy

- Keep things simple

- You don’t have to post all day, every day. Just timely posts when necessary that fit with your strategy

- DO try and respond to customer enquiries asap so you don’t miss out on bookings / purchases. With Twitter, people expect quick response.

- Get experts in to work on small projects that will save you time. There are lots of good, small tech agencies that can help without charging the world.

- Do things on a project by project basis – often there’s no need for a ‘social media agency’ unless you’re a big business.

Questions?

Dan PilkingtonDigital Marketing Manager, Lucky Voice

@luckyvoicefacebook.com/luckyvoice