spotlight on b2c: attracting revenue through your social media activities
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Attracting revenue through your social
media activities – mini case study
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Giveaway + survey campaign• Aim: to build on existing engagement and increase number of Likes from 1K; plus raise brand profile
• Means #1: Launched an iPhone 4 giveaway, coupled with social shopping survey
• Means #2: As well as promoting through email marketing, forums and partners like PayPal we had mini-campaigns
• Results #1: Numbers increased in 4 weeks from 1K - 6.9K
• Results #2: Plus 1.3K social shopping respondents with offline and online coverage
• ROI: £500 for iPhone 4 plus £100 for listing promo
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Before the giveaway..
Trial: 600 visitors to the Shopping.com UK £200 Sweepstake and 88 entries (Mar 2010: Wildfire app).
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Giveaway launch
• We first surveyed members on what they wanted as a top giveaway
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Email marketing results• Increased size of sign ups from 4318 – from Aug 2010 newsletter with
12.5% open rate - to 19,934 for July 2011 newsletter with 57.9% open rate based on personalised subject line.
• Design went static to visually dynamic!
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Competition during the giveaway..
Used photo tag facility to engage members – uploading the same photo to allow the flood of entries in return for a small prize..
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And after..
‘Everyone’s a winner’…gave away 10 iPod Nano’s in collaboration with Dabs.com
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Shopping survey: results
Follow-up coverage of our survey in the online trade press:
• Internet Retailing – ‘80% say shopping is cheaper online’
• The Retail Bulletin – ‘New survey reveals that 80% believe best bargains are found online’
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Shopping survey in the Metro
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Facebook vs community?
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Community = SEO as ugc
Method: 40 comparison product guides
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Bloggers = SEO!
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SEO and bloggers
• Tactic to improve backlinks from top blogs?
• Use a social monitoring tool based on keywords you are focusing on, and spotting when top bloggers are writing on a relevant subject.
• Reaching out to them to see if they’d review your product, or leave a comment on that blog piece