the secret to 10,000 likes? running a social media campaign with ux and behavioural nudges

Running a social media campaign with UX and behavioural nudgesby Yuan WangCreative Director, Yump

A brand is no longer what we tell the customer it is. It is what customers tell each other it is.Scott David Cook, co-founder of Intuit

ClientHelps consumers save Cheaper electricity rates Cheaper health insurance policies

ChallengesLittle-known brandCrowded marketplaceNo budget for traditional media

Mission10,000 Facebook Likes in 4 months

What is a

LIKE worth?

ConversionCustomers EvangelistsFans

Activate your fans. Don’t just collect them like baseball cards.Jay Baer, Convince & Convert

Facebook is a

PAID platform

image

text

brand

menu

tool bar

other ads friends messaging

next post

headline

like

more

Who are our

CUSTOMERS?

People’s behaviour makes sense if you think about it in terms of their goals, needs, and motives.Thomas Mann

ResearchCRM

AnalysisSurveys &Interviews

Market & Competitors

Arrives at Family Dollar website via social media or advertising links

Reads reviews, testimonials, comments and snippets of contents that interest User

Seeing an Ad triggers User to check out Family Dollar’s Facebook page

1 2 3

What does our

TEAM look like?

TeamLeader

Overall strategy& creative direction

Head of Marketing

Business & marketing direction

CommunityManager

Daily posts & monitoring

SalesManager

CRM & leads management

Writer

Research &writing

Head ofSales

Sales strategies

UXDesigner

Research &design

Developer

Development& tracking

Comedian

Ideas forhumour

MediaSpecialist

Advertising & conversion

ExperimentalEconomist

Data analysis& nudges

AgencyClient

What happens in a

WEEK

Sales & LeadsReview

EngagementReview

CompetitorsResearch

Post Scheduling

Idea Generation

PostCreation

NewsResearch

Landing PageDevelopment

Landing PageTesting

AdsCreation

AdsTesting

Wink wink. Nudge

NUDGE

How to encourage people to use less electricity at home?

Psychologist Robert Cialdini, California

1. It protects the environment.2. It benefits society.3. It saves money.4. A lot of other people are trying to do it.

MOST IMPORTANT

PHONE SURVEYS

LEAST IMPORTANT

1. Protect the environment by conserving energy.

2. Do your part to conserve energy for future generations.

3. Save money by conserving energy.

4. Join your neighbours in conserving energy.

PLACARDS WITH NUDGES

Humour

113 likes$1.20 per like




Conformity

Month 0 End of Month 4

8,433

10,000

ResultsNo. of likes: 45 8,433 Lowest cost of conversion to lead: $226 $37

What we

LEARNT

Don’t trust all the numbers.

Break down the barriers.

Stay agile.

yump.com.au

Let’sconnect@yumpdigitalTHANKS

the secret to 10,000 likes? running a social media campaign with ux and behavioural nudges

Social Media