Transcript
Page 1: Being Social Earns Sweet Success

Wednesday 3rd May 2017

Sweet Success of Social

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• >1.86 billion

active monthly

Facebook users

• 54.2% of users

only access the

site from their

mobile phones

• 600m active

monthly users

• Nearly twice as

big as Twitter

• Engagement is

up to 50x higher

than Twitter*

• Approx. 150

million users

(60% female 40%

male)

• 50% of users are

outside of US

• 313m active

users

• 82% of active

Twitter users

access it via

mobile

Setting the social media scene - today

Source: https://newsroom.fb.com/company-info/; https://about.twitter.com/company;

https://www.omnicoreagency.com/pinterest-statistics/;

https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/

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Lily O’Brien’s and The Wonderland: A Success Story

THE GROUND

WORK

TESTING AND

LEARNING

THE ROLL OUT

THE IMPACT

Are you ready to hear about our story?

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Helping to build Lily O’Brien’s social media:

THE GROUND WORK

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The key difference between Thorntons and Lily O’Brien’s is, that Thorntons has many stores. Lily’s have none in

the UK and rely on internet and supermarket distribution.

Our learnings in eCommerce, chocolate and the gifting industry in general

started with Thorntons

ONLINE

LEARNING

• Prize draws drive data capture

• Data capture is the way to convert

visitors to purchases

• Member-get-member works (with a

good audience size)

• Chocolate incentive is always

successful

• Customers shop with their eyes

• Incentivise upsells

• Offer unique products

• We learnt how to drive

traffic from store to online,

and vice versa. From prize,

draws, offers, freebies

and MGM campaigns

IN-STORE

LEARNING

SOCIAL

LEARNINGS

• Lead people to your page

• Engage with your

audience

• Social-only activity

(Advent Calendar,

integrated application)

• Integrate social into other

campaigns

• Turn posts into

discussion topics

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When The Wonderland and Lily O’Brien’s paths crossed in 2011, Lily’s asked us to help improve their digital

performance in Ireland and then in turn the UK. And improve it, we did.

Our approach to Lily O’Brien’s goals

Social growth

Data capture

Sales

• Facebook activation

• Twitter start

• Blog expansion

• Pinterest start

• Instagram start

• Social advertising

• ‘Monetise’ social channels

• Prize draws

• Data capture campaigns

• Email

• Using micro sites

• Seasonal campaigns

• AYR

• Creating new seasons

• Recurring campaigns

• Website improvements

• NPD ideas (Advent)

*We also knew we needed to be clever during key revenue driving seasons, such as Christmas

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Our social media strategy was simple: To grow its following on social channels

• Twitter was not a focus due to

budget and resource

• At the time (early 2012),

Instagram and Pinterest were

tiny compared to Facebook, but

this was a visual product so these

were great platforms to explore

Growth would be generated by engaging with followers in different ways, such as with content,

campaigns, competitions and interaction.

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The give-aways and treats started our…

FIRST TEST, AND LEARNINGS

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Season AYR: 2012

Our first Facebook prize draw was aimed at increasing likes, and registrations on the back of it.

CUSTOMER JOURNEY:

• 50 box choc give-away

• Attractive prize: iPad 2

• Prize draw page embedded into FB

• Database logged opt ins

• MGM encouraged via iPad prize

PROMOTION:

• Facebook posts and ads

• Website banners

• Launch email and banners

RESULTS:

• 79% opt-ins

• Database increase: 44%

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Season Easter: 2013

In 2013 we ramped up activity on Facebook. The Easter Egg hunt campaign was a success.

CUSTOMER JOURNEY:

• 2 part promotion

• Data capture to win an iPad Mini in FB tab

• Click to landing page for design comp

• Data captured across both prize draw and competition

• Attractive prize: iPad mini

PROMOTION:

• Facebook posts and ads

• Website

• Launch email and banners

• Advertising on ‘The big Egg hunt Dublin’ FB page

RESULTS:

• 72% opt-ins

• Database increase: 35%

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Season Christmas: 2013

Facebook was used to drive traffic to the website and gain more data.

CUSTOMER JOURNEY:

• Focus was driving consumers to the website

• Facebook used as an advertising mechanic for the

website

• The carrot was the instant win prize ‘daily’

• Extra bonus: a purchase-driven, overall prize at the

end of the Christmas period

PROMOTION:

• Facebook posts, banners and ads

• Website

• Launch email and banners

RESULTS:

• 66% opt-ins

• Database increase: 59%

• Sales increase: 22% YOY

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In 2014/2015…

THE OBJECTIVES CHANGED!

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Lily O’Brien’s received venture capital funding, and the focus changed towards

the UK

MARKET INFO:

• Chocolate market continues to grow

• Despite the decline in snacking, on-

the-go chocolate is growing ahead

of the market

• This manifested itself in sharing

pouches and bitesize formats

• Premium market under pressure

from standard and own label

alternatives

OBJECTIVES:

• Increase brand awareness

• Grow distribution penetration

• Grow online sales (there one big shop)

• Increase NPD

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When we did a survey we found out that Lily O’Brien’s’ customers are very

engaged with the brand, and very passionate about chocolate.

5,347 CUSTOMERS COMPLETED THE SURVEY

1. Methodology: Facebook/Email survey (2014)

2. Responders were, not surprisingly, mainly female, Customers are

more likely to self-treat than give to another

3. Two-thirds give chocolate ‘often’

4. Customers care about quality when buying for others, taste when

self-treating

5. Nearly half eat chocolate a few times a week, some even in bed!

6. The favourites: Milk chocolate, caramel, honeycomb and nuts

We used these insights to create ideas that work.

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Season AYR: 2014

The social media MGM campaign was a hit, showing the value of the activity and sampling.

CUSTOMER JOURNEY:

• FB centric; open to everyone; again, no “like” gate

• Win one of 1k boxes

• Recommend a friend; friend has to sign up to enter

• First 1,000 to enter

• Winners found out at the end

PROMOTION:

• FB banners and adverts

• Emails

• Homepage banners

• In store POS

• Inbox leaflets

RESULTS:

• 72% opt-ins

• Database increase: 55%

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Season Christmas: The format that worked

This double competition was so successful in 2013 that we ran it again in 2014 and 2015.

CUSTOMER JOURNEY:

• Focus: To drive consumers to the website

• Facebook: Used as an advertising mechanic for the website

• The carrot: The instant win prize ‘daily’

• Extra bonus: A purchase-driven, overall prize at the end of

the Christmas period

PROMOTION:

• 8 weeks

• Facebook posts, banners and ads

• Website

• Launch email and banners

RESULTS:

• Database increase

• Black Friday sales increase:

• Sales increase

*Audience

participation

this year

increased by

over 700% YOY

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Thorntons

PR activity Chocolate Box Touring UK and Ireland:

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In 2016/2017

WE STEPPED ACTIVITY

UP A GEAR!

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We took all learnings and stepped up a gear, with brand-focused activity and

better integration with other channels. More budget was made available

BRAND, ON-PAGE, SOCIAL

REACH AND ENGAGEMENT:

• Video recipes

• Boomerang images

• On page activity and draws

• More liking and on-page chats

• Brand advertising

SALES LED ACTIVITY:

• Traffic driving (advertised on FB/social)

• Data capture

• Sales generation

• Tracking links

• Web promotions and exclusives

*Out of

season

campaigns are

key! TEST

AND LEARN!

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We introduced more variety in content, especially on the blog. We also upped

our game on social media with awesome community management.

WHAT WE HAVE DONE:

• Infographics to share. Aims: build links, create more

brand awareness.

• Topics: Guides to the ultimate party; planning

weddings; local events throughout key seasons.

• Consumers: Increase involvement by taking part in

surveys and questionnaires.

• Community:

– Shorten response time, resolving any issues the

same day.

– Monitoring social media platforms during the day,

evenings and weekends, including bank holidays

and Christmas. Yep it has to be done!

• Interaction: We like all comments, shares and posts;

we encourage followers to respond back to us.

RESULTS:

• Many positive comments, reviews

and feedback from customers who

are thrilled with their customer

experience

• Fans post to page and share their

content

• Positive brand impact leading to

WoM recommendations

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So how much did we…ROCK AT

SOCIAL MEDIA?…in 2016

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Our Facebook impact was substantial, considering little budget was put into advertising and

boosting posts. So using 2016 as a benchmark…

650KOrganic reach Oct to Christmas

400Korganic reach of the

2016 Christmas

campaign

1.1MTotal organic reach in 2016

1.2M with paid advertising included

27.5KThe highest ever

organic reach for a

non-prize draw post

49K

The highest ever

organic reach for a

prize draw post

6.48%The organic rate of

engagement in 2016;

13.71% with

advertising

• 5.3k+ new likes

• 37.5k+ reactions

• 428 content items

• 4.2k+ direct messages

received and resolved

• Customer service out

of hoursAverage reach for

an advertised post

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2016 Twitter, Instagram and blog impact. With advertising and outreach we can add

a lot more value in these channels.

Luxury chocolate

bar launch coverage

21KProfile visits

Blog page views.

Since 2012, 200 blog

posts have been

written

410kThe organic reach on

Twitter in 2016;

9.5KMentions

• Trended on Twitter with our

own hashtag (#LOBBarLaunch)

• Double engagement rate

• We generated hype!

2.3%Ave. engagement

(mentions only)

351Instagram posts,

1.9Kfollowers

2.5KNew followers

The combined effect of all social activities drives increased awareness for the Lily O’Brien’s brand.

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SOCIAL AT THE CORE

OF THE STRATEGY

2017: out of season activity, brand and more

testing

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Exquisite Prize Draw: Photography

All

photography,

props and

editing was

done in-house

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So….

IN SUMMARY!

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Thorntons

Facebook Growth: 2011 - 2017

0

10000

20000

30000

40000

50000

60000

70000

80000

90000Nov-11

Feb-12

May-12

Aug-12

Nov-12

Feb-13

May-13

Aug-13

Nov-13

Feb-14

May-14

Aug-14

Nov-14

Feb-15

May-15

Aug-15

Nov-15

Feb-16

May-16

Aug-16

Nov-16

Feb-17

*This includes

Facebook

advertising

for likes

Facebook growth shows the rise in “likes” between November 2011 and March 2017 – we

continue to grow and have a loyal following. We had lots of learnings to get to here

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Do you have…

ANY QUESTIONS?

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WE LOVE VIDEOS

Infographics are still very popular.

Post boosting is worthwhile for

infographics in view of the large

increase in views

INFOGRAPHICS ROCK!

Videos have achieved the highest

engagement of all non-prize draw

content

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© All content and ideas within this presentation are copyright of the ‘In the Wonderland Ltd.’

THANKS FOR LISTENING!


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