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Converse Facebook
   Case Study

           - Umananda Mukherjee
Fast facts




•   Converse established their Facebook presence on August 14, 2008
•   Presently have more than 34 million fans on its Converse page
•   Listed 7th among top 10 successful brands on Facebook by Tracksocial.com
                                        (as on September 17, 2012)
1   st
              Community engagement
Converse
Facebook
 Strategy

      First status update




     Major activity started on Feb 2010 –
     Converse posted opinion polls on
     random topics, to which they
     received a good amount of
     response, with ‘comments’
     surpassing the number of ‘likes’.

     RESULT: This gave them an initial
     understanding of the basics of
     community engagement.
2   nd
              Attract eyeballs
Converse
Facebook
 Strategy




 In Feb 2010 Converse also decided to make a tryst with the idea "Attracting eyeballs". They
 started making and posting short movies on Facebook, showcasing people with unique
 talents like "Olivia the photographer “ and "Mentalgassi the street artists". Deservingly
 enough, the responses were very encouraging.

 They even touched upon the subject “weird”, when they posted a video "Kissing with Ross",
 featuring a densely bearded man, showing how to kiss; which although received loads of
 critical comments, made Ross an internet sensation overnight.

 RESULT: This indirectly promoted Converse as a brand.
3   rd
            Give people what they want
Converse
Facebook
 Strategy


                                 April 2010 saw Converse starting
                                 to promote its sponsored events
                                 like music shows, basket ball
                                 games, skating board
                                 competitions on Facebook,
                                 attracting tons of likes and
                                 comments. This move attracted
                                 lots of music and sports lovers,
                                 who were presented with
                                 something they have always
                                 loved.

                                 RESULT: The brand Converse
                                 became synonymous with
                                 entertainment.
4   th
            Understand the value of right timing and
Converse
Facebook
            subtle marketing
 Strategy
                                   By April 21, 2010, Converse
                                   which had a fair understanding
                                   of Facebook as a platform and
                                   more importantly its fans felt
                                   that the time was ripe for a little
                                   marketing.

                                   Taking a subtle step, they
                                   started posting photos of their
                                   latest shoe models, supported
                                   by a very restrained marketing
                                   content.

                                   RESULT: Received heaps of
                                   likes all the way, with people
                                   commenting and even sharing
                                   the posts.
5   th
            Promoting and recognizing partners is self
Converse
Facebook
            promotion
 Strategy




   Beginning of May 2010,
   Converse began posting status
   updates of its partner brands
   like RED (a charity for AIDS
   prevention and cure), Complex
   Magazine, Thrasher Magazine
   etc., who would have directly or
   indirectly involved in marketing
   or sale of its products.

   RESULT: People appreciated
   and the likes followed.
6   th
             Piggy back on big occasions and
Converse
Facebook
             encourage action
 Strategy


     During September and October 2010,
     Converse tried tapping on Halloween
     fever. They released shoe designs on
     the Halloween theme and posted
     pictures of their shoes on Facebook.

     This was also the time when they
     started posting action oriented status
     updates.

     This proves that Converse had a good
     understanding of its audiences' behavior
     and know the exact timing of their posts
     to garner the maximum engagement
     and thus avoiding time decay.

     RESULT: Again the amount of likes,
     comments and shares were very
     encouraging.
7   th
            Understand your audience
Converse
Facebook
 Strategy


                                 On May 27, 2011
                                 Converse in its effort to
                                 understand its audiences
                                 a step closer, asked its
                                 fans about their likes and
                                 dislikes on Converse's
                                 activities on Facebook.

                                 RESULT: This provided
                                 Converse with a clear
                                 understanding of their
                                 fans’ likings, which in turn
                                 helped them to better
                                 strategize their moves in
                                 future.
8   th       Give fans a sense of involvement and
Converse
Facebook      reward them
 Strategy




 June , 2011 - Taking a significant step, Converse asked its fans to post photos of their favorite
 Chuck Taylor All Star shoes on its wall. Converse then went a step further and chose a
 selection of the submissions and posted the images of their fans’ Chuck Taylors on their
 Timeline.

 RESULT: Garnered a huge positive response from fans, also Converse’s decision to
 showcase their fans’ photo on their wall again turned out to be very popular. Who wouldn't
 love to be featured on their favorite brand’s page?
9   th      Get hold of facebook tools
Converse
Facebook
 Strategy




 March 31, 2012 - Converse intelligently used the "highlighting option" on the very next day of
 its availability as a part of Facebook’s launch of the "Timeline". While the highlight option
 doesn’t add much practical value, it definitely adds to the visual appeal when a fan is scrolling
 through the page.

 RESULT: Keeping a close eye on Facebook as an ever evolving platform, can keep you
 ahead of the competition.
10    th
            Create engagement and desirability for
Converse
Facebook
            your product
 Strategy




 Converse again proved its
 mastery of subtle product
 marketing on Facebook, when it
 successfully ran a campaign to
 promote its Dr. Seuss themed
 shoes; asking its fans to upload
 photos of their Dr. Seuss shoes,
 from which selected ones were
 later showcased in an album.

 RESULT: A restrained
 marketing approach paid off,
 earning Converse a colossal
 amount of positive responses.
Converse Facebook case study - key
take away:
• Community engagement is an all important key to drive a roaring trade on
  Facebook
• Attracting eyeballs is what you should be initially looking at and then build on
  the momentum
• Give people what they want and they will return the favor
• Understand the value of right timing and subtle marketing - aggressive
  marketing might backfire
• Promoting and recognizing partners is self promotion
• Piggy back on big occasions and encourage fans to take an active part
• Understanding your audience, their likes and dislikes will help you know your
  position and strategize accordingly
• Give your fans a sense of involvement and reward them
• Getting hold of the ever evolving facebook platform can be instrumental in
  giving you the much needed competitive edge
• Finally, keeping in mind that creating engagement and desirability of your
  product is why you are on Facebook at the first place
Thank You
Connect with me on:
• http://www.linkedin.com/pub/umananda-mukherjee/18/aa8/638
• http://www.slideshare.net/UmanandaM
• http://twitter.com/umanandaM




Disclaimer: I don’t own rights to any of the images used on this presentation. The purpose of
this presentation is only informative and not commercial in anyway. The published information
in no way reflects the views and opinion of my employer and represents only my personal
viewpoint.

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Converse Facebook Case Study

  • 1. Converse Facebook Case Study - Umananda Mukherjee
  • 2. Fast facts • Converse established their Facebook presence on August 14, 2008 • Presently have more than 34 million fans on its Converse page • Listed 7th among top 10 successful brands on Facebook by Tracksocial.com (as on September 17, 2012)
  • 3. 1 st Community engagement Converse Facebook Strategy First status update Major activity started on Feb 2010 – Converse posted opinion polls on random topics, to which they received a good amount of response, with ‘comments’ surpassing the number of ‘likes’. RESULT: This gave them an initial understanding of the basics of community engagement.
  • 4. 2 nd Attract eyeballs Converse Facebook Strategy In Feb 2010 Converse also decided to make a tryst with the idea "Attracting eyeballs". They started making and posting short movies on Facebook, showcasing people with unique talents like "Olivia the photographer “ and "Mentalgassi the street artists". Deservingly enough, the responses were very encouraging. They even touched upon the subject “weird”, when they posted a video "Kissing with Ross", featuring a densely bearded man, showing how to kiss; which although received loads of critical comments, made Ross an internet sensation overnight. RESULT: This indirectly promoted Converse as a brand.
  • 5. 3 rd Give people what they want Converse Facebook Strategy April 2010 saw Converse starting to promote its sponsored events like music shows, basket ball games, skating board competitions on Facebook, attracting tons of likes and comments. This move attracted lots of music and sports lovers, who were presented with something they have always loved. RESULT: The brand Converse became synonymous with entertainment.
  • 6. 4 th Understand the value of right timing and Converse Facebook subtle marketing Strategy By April 21, 2010, Converse which had a fair understanding of Facebook as a platform and more importantly its fans felt that the time was ripe for a little marketing. Taking a subtle step, they started posting photos of their latest shoe models, supported by a very restrained marketing content. RESULT: Received heaps of likes all the way, with people commenting and even sharing the posts.
  • 7. 5 th Promoting and recognizing partners is self Converse Facebook promotion Strategy Beginning of May 2010, Converse began posting status updates of its partner brands like RED (a charity for AIDS prevention and cure), Complex Magazine, Thrasher Magazine etc., who would have directly or indirectly involved in marketing or sale of its products. RESULT: People appreciated and the likes followed.
  • 8. 6 th Piggy back on big occasions and Converse Facebook encourage action Strategy During September and October 2010, Converse tried tapping on Halloween fever. They released shoe designs on the Halloween theme and posted pictures of their shoes on Facebook. This was also the time when they started posting action oriented status updates. This proves that Converse had a good understanding of its audiences' behavior and know the exact timing of their posts to garner the maximum engagement and thus avoiding time decay. RESULT: Again the amount of likes, comments and shares were very encouraging.
  • 9. 7 th Understand your audience Converse Facebook Strategy On May 27, 2011 Converse in its effort to understand its audiences a step closer, asked its fans about their likes and dislikes on Converse's activities on Facebook. RESULT: This provided Converse with a clear understanding of their fans’ likings, which in turn helped them to better strategize their moves in future.
  • 10. 8 th Give fans a sense of involvement and Converse Facebook reward them Strategy June , 2011 - Taking a significant step, Converse asked its fans to post photos of their favorite Chuck Taylor All Star shoes on its wall. Converse then went a step further and chose a selection of the submissions and posted the images of their fans’ Chuck Taylors on their Timeline. RESULT: Garnered a huge positive response from fans, also Converse’s decision to showcase their fans’ photo on their wall again turned out to be very popular. Who wouldn't love to be featured on their favorite brand’s page?
  • 11. 9 th Get hold of facebook tools Converse Facebook Strategy March 31, 2012 - Converse intelligently used the "highlighting option" on the very next day of its availability as a part of Facebook’s launch of the "Timeline". While the highlight option doesn’t add much practical value, it definitely adds to the visual appeal when a fan is scrolling through the page. RESULT: Keeping a close eye on Facebook as an ever evolving platform, can keep you ahead of the competition.
  • 12. 10 th Create engagement and desirability for Converse Facebook your product Strategy Converse again proved its mastery of subtle product marketing on Facebook, when it successfully ran a campaign to promote its Dr. Seuss themed shoes; asking its fans to upload photos of their Dr. Seuss shoes, from which selected ones were later showcased in an album. RESULT: A restrained marketing approach paid off, earning Converse a colossal amount of positive responses.
  • 13. Converse Facebook case study - key take away: • Community engagement is an all important key to drive a roaring trade on Facebook • Attracting eyeballs is what you should be initially looking at and then build on the momentum • Give people what they want and they will return the favor • Understand the value of right timing and subtle marketing - aggressive marketing might backfire • Promoting and recognizing partners is self promotion • Piggy back on big occasions and encourage fans to take an active part • Understanding your audience, their likes and dislikes will help you know your position and strategize accordingly • Give your fans a sense of involvement and reward them • Getting hold of the ever evolving facebook platform can be instrumental in giving you the much needed competitive edge • Finally, keeping in mind that creating engagement and desirability of your product is why you are on Facebook at the first place
  • 14. Thank You Connect with me on: • http://www.linkedin.com/pub/umananda-mukherjee/18/aa8/638 • http://www.slideshare.net/UmanandaM • http://twitter.com/umanandaM Disclaimer: I don’t own rights to any of the images used on this presentation. The purpose of this presentation is only informative and not commercial in anyway. The published information in no way reflects the views and opinion of my employer and represents only my personal viewpoint.