On Wednesday morning I went to the breakfast briefing at with We Are Social at the ActionAid headquarters near Farringdon. Here’s what I learnt about Facebook:

Josh March- Conversocial

  • The most successful Facebook campaigns were due to the engagement management rather than budget.
  • Advertising just multiplies the effect of good management.
  • Success is not just about the number of ‘likes’.
  • Around 85% of all interactions with fan pages happens on the news feed.
  • The most recent news feed contains all content.
  • Facebook has an algorithm which selects content you’ll find most interesting.

(Explained further: Inside Facebook- News Feed Optimisation by Justin Smith)

  • Lots of engagement means more visibility for your brand, but makes it more difficult to moderate.
  • Photo albums get more attention from NFO because they add three photos at a time.

Case study: Tesco Clothing

  • Aim: to raise awareness of Tesco’s clothing brand on Facebook amongst fashionistas and frugal individuals.
  • Started with a blank canvas and without cross-promotional support from email, had to prove worth.
  • Firstly, created a strategic plan for queries or customer service.
  • Worked on a series of separate campaigns including Friday Frenzy.
  • Friday Frenzy was a 50% off flash sale for 2 hours.
  • This led to 40,000 new followers in one day and 9,515 interactions.
  • Tesco extended its sale for those who couldn’t join in.
  • Brand made a weeks profit in 2 hours.
  • Martin Lewis blogged about it.
  • Audience changed, no longer fashion focussed, more family focussed.
  • Initial testing allowed them to tailor content.
  • Audience loved giving opinions on products.
  • It’s important to reward brand advocates, community leaders appear.
  • Put fan features on the blog.
  • Give out Facebook exclusive codes but be aware these will leak.
  • Integrate themes on Facebook with other social media.
  • Clothing At Tesco can track £1 million in sales from their Facebook page.
  • Gained 10,000 new fans from first Facebook application.
  • You have to focus on it daily.
  • Each community is unique, you need to understand the theme and tone.
  • Don’t over-incentivise people, use competitions when appropriate.
  • It should be a conversational place not for one-way updates.

Case-study: Visit Britain

  • Create self-sustaining content.
  • Commitment is better than campaign.
  • Make sure there’s a value exchange.
  • The Love UK page aggregates checkins at tourist destinations and pulls them into a chart.
  • They also held a ‘win a trip to the UK’ competition.
  • Have 80/20 split of foreign to English users.
  • Places leaderboard boosted their activity.
  • Gained 60,000 followers in six months.
  • Helps stimulate the travel market.
  • The data available on check-ins is currently minimal.
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7 responses »

  1. [...] This post was mentioned on Twitter by charlotteclark, Marcus Hickman. Marcus Hickman said: RT @charlotteclark: Driving engagement and results on Facebook #SMWLDN #WeAreSocial http://wp.me/pNvKh-hg [...]

  2. Hey I was at this event – nice to now be connected :)

    • charlotteelizabethclark says:

      Aah cool, actually now I look at your photo I think maybe you were talking to my friend Mary who works for NMA? Or am I completely off-track?

      Hope you enjoyed the event!

  3. charlotteelizabethclark says:

    NEWS FLASH: For anyone who’s interested We Are Social just put out the slideshare of the Tesco case-study:

    http://wearesocial.net/blog/2011/02/case-study-clothing-tesco-lifestyled/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+wearesocial+(We+Are+Social)

    Check it out!

  4. Mary Chaney says:

    Thanks for the name check Charlotte! ;)

    Great round up of the event.
    I also put together a post covering the wearesocial case study about Clothing at Tesco! Seems it was quite inspirational!

    • charlotteelizabethclark says:

      Thanks, be sure to add a link to your own post, I’m sure all my readers would be very interested to hear more about it. The effect of their Friday deal was phenomenal :)

  5. Mary Chaney says:

    Sorry it took me so long to post but here is the link to my thoughts and what I learnt from this case study.

    http://marychaney.posterous.com/driving-engagements-and-results-on-facebook

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