chinwag insight: facebook marketing - dan heale, digital outlook - what's in a like
TRANSCRIPT
An ‘Aussie’ case study
Digital Outlook / P&G
Daniel Heale
Digital Outlook
Why do you ‘like’ a page on Facebook?
There’s more to life than hair but it’s a good place to start.
Total Likes:
189,000
The community is predominantly
female and aged 18-24
Getting the tone right
Fun, hair-centric
and populist
Getting the content rightPopular updates have been
generally open-ended, with
a low threshold of
engagement.
Invite fans to share their
own content
Launch campaign - Aussie ‘Rescues’
The competition was supported
with a Facebook ASU campaign,
driving traffic to the page and
competition app.
Aussie ‘Rescues’
Additional content
(photos and videos of
the winners) was
added to the page to
increase traffic and
engagement.
Aussie ‘Rescues’
Fans encouraged to add their own
content, comments and photos
Follow natural behaviour
Respond to fans questions
Quick, useful, respon
ses encourages fans
to see the page as a
useful service.
Bring on the evangelists
And finally… to engage beyond ‘liking’
• Respond to fan questions and treat them as individuals
• Give the 40% of fans what they want - promotions and discounts!
• Partnerships – partner with relevant brands give them more
• Ask them what they want and deliver as much as you can – bigger bottles, tips
and advice, competitions