Social bussiness/media strategy case study - Melbourne's GPO
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This is the work we've done with Melbourne's GPO - an iconic shopping center known for designer clothing and fine food. You can read more on the site: http://www.melbournesgpo.com/
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Social bussiness/media strategy case study - Melbourne's GPO
- 1. Social Business Strategy Melbourne’s GPO Case Study
- 2. Old website: Issues with “flash”, multiple suppliers, 6 clicks and getting lost GPO website before We don’t need a “new website”. We need a website that will act as a marketing tool.
- 4. STATS 24 August – 11 September 2008 24 August – 11 September 2009 2,107 Visits 3,150 Visits Up 50% 3,945 Pageviews 10,212 Pageviews Up 159% 1.87 Pages/visit 3.24 Pages/visit Up 73% 72.90% Bounce rate 32.95% Bounce rate Down 55% 00:01:00 Avg. time on site 00:02:30 Avg. time on site Up 150% 496 followers 467 fans 1000 photos 55 videos
- 5. What steps should we take? Listen and learn Develop our ‘earned’ strategy Manage and measure
- 6. Goal: Become a fashion and lifestyle destination
- 8. Email method
- 9. Incentive = thirty double pass tickets to the movie ‘Mary & Max’
- 10. Survey sent 10am Monday 20th April
- 12. Where do they spend their time? Number of respondents Approx 79% of our lovers use Facebook and 54% use YouTube
- 13. See if they’re willing to engage with you
- 14. Ask them what they need or want “Get a Twitter account & have Twitter-exclusive offers. ” “Create an online forum and viewable fashion community.” “ More tailored communication please - less of the one-size-fits-all approach. ” “ Using online social networks to keep us informed on the latest happenings in GPO. ” “ An information person downstairs to ask questions. ”
- 15. Darren, Niocolangela “6,000? Lets make it 60,000!” (number of lovers) GPO in 3 words: We love it! But the brand needs to be flogged. Ask your employees, contractors and collaborators what they think
- 16. Bianca, FAT “We trade our nuts off!” GPO in 3 words: Iconic, beautiful, confused. How can you help them?
- 17. What should we measure? Community size - lovers, followers More time spent with brand Increased unique visitors Links, mentions, blog posts, Google juice Free mentions in media / PR value Lovers’ satisfaction and engagement Retailer satisfaction and retention Content produced New retailer enquiries and OMG… even sales!
- 18. http://www.flickr.com/photos/heraklit/169567682/ Not all customers have equal value “MARKET TO THE OBSESSED” SETH GODIN Passive viewer Active fan Engaged evangelist http://www.flickr.com/photos/stovak/1561603147/ http://www.flickr.com/photos/greenpeacefinland/2967630234/
- 19. Where is your audience hanging? 171,568 Unique Browsers per month!
- 20. What are they doing?
- 21. What is written about you?
- 22. Any videos with your name on them?
- 23. Any images?
- 25. What are your competitors doing?
- 26. How much are they ‘Earning’?
- 27. Do you have the management resource? blog editorial Retailers communication Implementing web-tools social media profiles Employee education Users Community Content production Liaising with organisation Blogger relations Liaising with outside suppliers (PR, Events) Monitor buzz & website analytics Who will do this? How?
- 28. Annual timeline + events Analytics Display Display Display SEM+ SEM+ Analytics Analytics SEM+ Analytics Site dev MSFW Site dev Site dev Site dev GNO MF&WF LMFF Spring racing/MVRC Xmas May June July August Sep Oct Nov Dec Jan Feb March April Community Display Events Site dev SEM+ Analytics Community
- 29. Good numbers of followers/fans on twitter (340) and facebook (280). Our Flickr has more than 920 photos already!
- 30. MGPO red carpet competition 20 entries in 3-4 days. It’s only the start of our dialogue with our audience. It’s genuine interest.
- 33. 100 1000 500 100 1000
- 34. Communication with retailers taking shape Our retailer communication has also improved as we now use a friendlier MGPO email template for regular updates
- 35. Benefits of Earned – GPO’s first week Real time consumer insight More focused use of resources 24/7 audience connection Improved customer service Demonstrate brand leadership Site traffic (UBs) Platform for new initiatives More time spent with brand Improved Search - organic Google juice We can tick a few of these boxes already. Some not 100% but we’ll get there Become the category – free media and PR value
Notas do Editor
- Because social media it doesn’t mean you do it yourself.