blogwell philadelphia social media case study: scholastic, presented by ivy li & morgan baden
TRANSCRIPT
Transforming Scholastic Book Clubs customers into brand ambassadors
and introducing…
YouAreWhatYouRead.com
Strategy
Voice New titles;bestsellers
ExpertAdvice
Customer Service
Book BuzzExclusiveContent
Editorial recommendations
Behind-the-scenes
Platform for teacher/parent voices
Give back (huge component of Clubs business model)
Customer queries/issues
Employee perspectives
Content that can’t be found elsewhere
Experiment; be flexible; offer value
Experiment; be flexible; offer value
Growing our fan baseEarly fan drivers:• Facebook message to the “I <3 Scholastic Book Clubs” group
(netted 1,500 fans)• Personal email to customers from the President of Clubs,
introducing the Clubs Facebook page along with an exclusive sweepstakes
Fan growth post-email
Fan growth post-email
Targeted sweepstakes
FIRST sweeps: 12K entrants,
netted 50K fans
THIRD/most recent sweeps: additional 36K fans
SECOND sweeps*: additional 17K fans *Used Facebook advertising
Steps to creating a Scholastic Book Clubs sweepstakes:
•Create a tab on our Facebook page that directs users to a sweepstakes entry form on Scholastic.com (image 2)
•Create a branded entry form on Scholastic.com (image 3); make the directions very clear
•Post legal rules
•Execution: email the sweeps to customers. Sweeps link in email sends them to our Facebook page, which acts like an “ad spot.” From there, fans can choose to fan the page;
fan the page and enter the sweeps; or just enter the sweeps.
Want to run the contest on Facebook? Facebook has strict rules about conducting sweepstakes and contests when the form of entry lives on Facebook. Your best bet is to read the Promotions Guidelines set by Facebook.
Keeping our new fans interested• Needed to remember:
– Our community included teachers, parents, and people with nostalgic connection
– Messages/prompts/content had to be diverse enough to engage all community members
Highly engaged fans: teachers, parents, readers
The content • 5-10 posts/week• Constant communication among the editorial
team!
Customer-directed, fun prompts
Due diligence with customer service inquiries
Exclusive information for fans
The Team:Weekly meetings with the page’s editorial team
evaluate our successes and remedy what’s not working
EditorialMarketing Promotions Creative
Business/content
Sweeps/Contests
User experience/content
Product expertise/ recommendations
Corporate Communications
Two mid-level employees dedicated to Clubs Social Media
4-5 members from Scholastic Book Clubs Customer Service
Why it works Bridging the home-school connection
Their feedback informs the community
Their feedback informs the community
Teachers get answers from other teachers
Teachers get answers from other teachers
Teachers’ and parents’ perspectives are heardTeachers’ and parents’ perspectives are heard
TEACHERS
SCHOLASTIC
PARENTS
Social media and sales
Clubs looked at the spend, number of orders, and order frequency of 32,000 teachers who self-identified as a fan.
• On average:– Fans spent 29% more than non-fans– Fans spent 7.6% more per event than non-fans– Fans place 29.8% more orders than non-fans
A year later…• 144,000 fans• Monthly active users: 77%• Executive buy-in
– All messaging to customers– Even on our shipment boxes
• And it’s working:– Traditional media coverage– Page continues to grow and
thrive– The attacking organization
has turned to other brands– Spun Facebook page into a
BookTalk blog
Session 1: Participation, trends, goals, ROI, monitoring
Session 2: Best practices, converting the skeptics, engaging Twitter conversations, case studies
Session 3: Tying goals to metrics, measurement, social media metrics, tools for sharing
Join our community!
@Scholastic
Facebook.com/Scholastic
Facebook.com/ScholasticBookClubs
www.oomscholastic.com