Being Social Earns Sweet Success

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  • Wednesday 3rd May 2017

    Sweet Success of Social

  • >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/

    https://newsroom.fb.com/company-info/https://about.twitter.com/companyhttps://www.omnicoreagency.com/pinterest-statistics/https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/

  • Lily OBriens 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?

  • Helping to build Lily OBriens social media:

    THE GROUND WORK

  • The key difference between Thorntons and Lily OBriens is, that Thorntons has many stores. Lilys 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

  • When The Wonderland and Lily OBriens paths crossed in 2011, Lilys 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 OBriens 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

  • 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.

  • The give-aways and treats started our

    FIRST TEST, AND LEARNINGS

  • 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%

  • 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%

  • 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

  • In 2014/2015

    THE OBJECTIVES CHANGED!

  • Lily OBriens 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

  • When we did a survey we found out that Lily OBriens 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.

  • 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%

  • 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

  • Thorntons

    PR activity Chocolate Box Touring UK and Ireland:

  • In 2016/2017

    WE STEPPED ACTIVITY

    UP A GEAR!

  • 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!

  • 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