Social Media Marketing: How a retailer increased Facebook reach 366%

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In our next MarketingSherpa webinar, you'll learn how a global sporting goods company developed a successful strategy to engage a social audience for a new product launch. Join Courtney Eckerle, Manager of Editorial Content, MECLABS, and Evin Catlett, Digital Marketing Manager, Amer Sports Americas, for a look at a strategy that sought to increase overall social media engagement and attract more U.S.-based fans. What resulted was a campaign that surpassed what Catlett was expecting to see.

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Social Media Marketing
How a sporting goods company increased Facebook reach
366% with content contest

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About Amer Sports
Internationally recognized
sporting goods company
Offering sports equipment, apparel, footwear
and accessories covering a wide range of sports:
• Tennis
• Badminton
• Golf
• American football
• Soccer
• Baseball
• Basketball
• Diving
• Alpine skiing
• Snowboarding
• Cross-country skiing
• Fitness training
• Cycling
• Running
• Hiking

Challenges
Social Media
U.S. Presence
Watch
Functionality
Instagram
Account

Share your ambitions
About the campaign:
• Launched photo contest in June 2012
• Social media followers uploaded inspirational
photos using #SuuntoAmbitions
• Each week, winner received a new Suunto
Ambit2 S, along with $2,500 in gear
• Worked with sponsored athletes
• Purchased ad space in social media

Timeline
May 7
May 13
June 23
July 1
July 12
Closed
Top 10 Announced
WinnerInstagram
Launch

Getting athletes and departments together

Instagram it
• Newly launched
Instagram account
• Linking social media
platforms to one
another
• Universal hashtag:
#SuuntoAmbitions

Support via social advertising
Total impressions
Clicks
Ads targeted users based on predefined interests
104,731
875
Total impressions
Clicks
New “likes” from ads
7,404,794
38,112
6,384

Repurpose user-generated content
Trade show booth featuring
users’ Instagram photos
showcasing #SuuntoAmbitions
entries

Results
2,000 entries
10,000 votes
47%
increase in
Facebook
page views
Increased U.S.
presence on
Facebook,
increasing from
19% to 30%
60%increase
in PTAT (People
Talking About This)
366%
daily reach
increase
Daily impressions
increased by
253%

Top takeaways
1
2
3
Play in multiple spaces
Leverage content from multiple sources
Support via social advertising is critical

If you joined us on our live stream,
please take the survey below and let
us know your thoughts!

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Organisational success today depends on effective communication and collaboration with individuals from cultures with varying beliefs and practices. Indeed, with the workforce increasingly comprised of people of varying cultural backgrounds, leaders must now prioritise the significance of cultural competence in the workplace. Ensuring cultural competence at every level of your organisation cannot be understated. While cultural disparities can manifest in different ways, as a leader, you must build deep and nuanced cultural competence skills and education to accurately spot, address and alleviate the various scenarios that can arise. Failing to recognise the importance of cultural competence or not acting to improve it can lead to cultural negligence. There are a few things to consider to ensure your organisation is on the right track. In this deck, you'll understand the importance of building cultural competence in the workplace. You'll also learn • The three (3) dimensions of Cultural Competence in the workplace • Key strategies to build a culturally competent workforce • Major benefits you stand to gain by having a culturally competent team.

Cracking the Cultural Competence Code.pptx

Workforce Group

Dr. Admir Softic_ presentation_Green Club_ENG.pdf

Admir Softic

Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

Insurers' journeys to build a mastery in the IoT usage

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Social Media Marketing: How a retailer increased Facebook reach 366%

1. Ask questions and tell us what you learned on Twitter! #SherpaWebinar

2. Social Media Marketing How a sporting goods company increased Facebook reach 366% with content contest

3. We’re live streaming Join us at: MarketingSherpa.com/LiveWebinar

4. Speakers Courtney Eckerle Manager of Editorial Content MECLABS @CourtneyEckerle Evin Catlett Digital Marketing Manager Amer Sports @EvinCatlett Black & White Headshot

5. Ask questions and tell us what you learned on Twitter! #SherpaWebinar

6. Related resources Content Marketing: E-commerce site moves beyond promo email, boosts opens with social media content Social Media Marketing: UNC Health Care boosts weekly reach of Facebook page 2,576% with live chats Email Marketing: Koyal Wholesale uses social media integration to boost seasonal campaign revenue 16% Social Media Marketing: How a small e-commerce site attracted 293,000 Facebook fans E-commerce: 10 case studies to help you excel in content marketing, social media and website optimization Social Media Marketing: An inside look at Neiman Marcus' Pinterest and blogger relations strategies

7. About Amer Sports Internationally recognized sporting goods company Offering sports equipment, apparel, footwear and accessories covering a wide range of sports: • Tennis • Badminton • Golf • American football • Soccer • Baseball • Basketball • Diving • Alpine skiing • Snowboarding • Cross-country skiing • Fitness training • Cycling • Running • Hiking

8. Challenges Social Media U.S. Presence Watch Functionality Instagram Account

9. Share your ambitions About the campaign: • Launched photo contest in June 2012 • Social media followers uploaded inspirational photos using #SuuntoAmbitions • Each week, winner received a new Suunto Ambit2 S, along with $2,500 in gear • Worked with sponsored athletes • Purchased ad space in social media

10. Timeline May 7 May 13 June 23 July 1 July 12 Closed Top 10 Announced WinnerInstagram Launch

11. Getting athletes and departments together

12. Demonstrating a goal

13. Aligning the athletes

14. Invitation to inspire

15. Instagram it • Newly launched Instagram account • Linking social media platforms to one another • Universal hashtag: #SuuntoAmbitions

16.

17.

18. Facebook campaign

19. Facebook campaign

20. Twitter

21. Showcase engaged users

22. Support via social advertising Total impressions Clicks Ads targeted users based on predefined interests 104,731 875 Total impressions Clicks New “likes” from ads 7,404,794 38,112 6,384

23. Repurpose user-generated content Trade show booth featuring users’ Instagram photos showcasing #SuuntoAmbitions entries

24. Results 2,000 entries 10,000 votes 47% increase in Facebook page views Increased U.S. presence on Facebook, increasing from 19% to 30% 60%increase in PTAT (People Talking About This) 366% daily reach increase Daily impressions increased by 253%

25. Top takeaways 1 2 3 Play in multiple spaces Leverage content from multiple sources Support via social advertising is critical

26. If you joined us on our live stream, please take the survey below and let us know your thoughts!

Social Media Marketing: How a retailer increased Facebook reach 366%

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Social Media Marketing: How a retailer increased Facebook reach 366%