social bussiness/media strategy case study - melbourne's gpo
DESCRIPTION
This is the work we've done with Melbourne's GPO - an iconic shopping center known for designer clothing and fine food. You can read more on the site: http://www.melbournesgpo.com/TRANSCRIPT
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Social Business Strategy Melbourne’s GPO Case Study
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We don’t need a “new website”. We need a website that will act as a marketing tool.
Old website: Issues with “flash”, multiple suppliers, 6 clicks and getting lost
GPO website before
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GPO website after
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STATS
24 August – 11 September 2008 24 August – 11 September 2009
2,107 Visits 3,150 Visits
3,945 Pageviews 10,212 Pageviews
Up 50%
Up 159%
1.87 Pages/visit 3.24 Pages/visit Up 73%
72.90% Bounce rate 32.95% Bounce rate Down 55%
00:01:00 Avg. time on site 00:02:30 Avg. time on site Up 150%
496 followers467 fans
1000 photos55 videos
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What steps should we take?
Listen and learn
Develop our ‘earned’ strategy
Manage and measure
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Goal: Become a fashion and lifestyle destination
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MGPO ‘LOVERS’ survey findings
Sample+ 311 GPO database ‘lovers’ responded+ Email method+ Incentive = thirty double pass tickets to the movie ‘Mary & Max’+ Survey sent 10am Monday 20th April+ Data collected & competition closed 5pm Thursday 23rd April
Respondents+ 311/5057 lovers with email addresses = 6.14% (completed
survey) response rate
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We asked them to tell us three words that describe Melbourne's GPO…
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Nu
mb
er
of
resp
on
den
ts
Approx 79% of our lovers use Facebook and 54% use YouTube
Where do they spend their time?
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See if they’re willing to engage with you
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Ask them what they need or want
“Get a Twitter account & have Twitter-exclusive
offers. ”“Create an online
forum and viewable fashion community.”
“ Using online social networks to keep us
informed on the latest happenings in GPO. ”
“ More tailored communication please -
less of the one-size-fits-all approach. ”
“ An information person downstairs to ask
questions. ”
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Darren, Niocolangela “6,000? Lets make it 60,000!” (number of lovers)
GPO in 3 words: We love it! But the brand needs to be flogged.
Ask your employees, contractors and collaborators what they think
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Bianca, FAT “We trade our nuts off!”
GPO in 3 words: Iconic, beautiful, confused.
How can you help them?
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What should we measure?More time
spent with
brand
Links, mentions, blog posts, Google juice
Increased unique visitors
Community size - lovers, followers
Content produced
Retailer satisfaction
and retention
Free mentions in media / PR
value
New retailer
enquiries
Lovers’ satisfaction
and engagement
and OMG… even sales!
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Not all customers have equal value
http://www.flickr.com/photos/stovak/1561603147/
http://www.flickr.com/photos/greenpeacefinland/2967630234/
“MARKET TO THE OBSESSED” SETH GODIN
Passive viewer Active fan Engaged evangelist
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171,568 Unique Browsers per month!
Where is your audience hanging?
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What are they doing?
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What is written about you?
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Any videos with your name on them?
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Any images?
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What are your competitors doing?
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How much are they ‘Earning’?
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Retailers communicati
on
blog editorial
social media profiles
UsersCommunit
y
Liaising with
organisation
Monitor buzz &
website analytics
Blogger relations
Content production
Liaising with
outside suppliers
(PR, Events)
Implementing web-
tools
Employee education
Who will do this? How?
Do you have the management resource?
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Analytics
Analytics
Analytics
Site dev
Community
LMFFSpring racing/MVRC Xmas
MSFW MF&WF
Annual timeline + events
May June July August Sep Oct Nov Dec Jan Feb March April
SEM+ SEM+ SEM+
Site dev Site dev Site dev
Analytics
GNO
Site dev
Community
Events
SEM+
Analytics
Display
Display Display Display
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Good numbers of followers/fans on twitter (340) and facebook (280). Our Flickr has more than
920 photos already!
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MGPO red carpet competition
20 entries in 3-4 days.It’s only the start of our
dialogue with our audience.
It’s genuine interest.
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1000
500
100
1000
100
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Communication with retailers taking shape
Our retailer communication has also improved as we now use a
friendlier MGPO email template for regular updates
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Benefits of Earned – GPO’s first week
Improved Search - organic Google juice
More focused use of resources
Platform for new initiatives
Improved customer
service
Demonstrate brand
leadership
Site traffic (UBs)
Real time consumer insight
More time spent with brand
Become the category – free media and PR value
24/7 audience
connection
We can tick a few of these boxes already. Some not 100% but we’ll
get there
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http://frankvizeum.com.au/
http://twitter.com/FRANkVizeum
http://www.melbournesgpo.com/