BAM SMS Facebook Case Study

FACEBOOK CASE STUDY1

Saltworks Thailand

Objective and target audience

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Situation:Saltworks is building a salt mine in Korat province. They used print advertising, etc to reach Thai people and promote the benefits of salt mines but it has not worked. Main goal:

Increase the popularity of Saltworks in Korat’s province and then the rest of Thailand; educate/inform people on the benefits of an upcoming salt mining project.

Our target audience:

•Nationality: Thai•Location: Thailand (Korat)

Terminology

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People Talking About This (PTAT):

Whenever a user creates a story, this includes: sharing, likes, comments, mentions, check-ins, event responses, claiming an offer

A measure of Brand Awareness.

Engagement:

It includes everything from PTAT, plus actions like clicking on a post, opening up a link, watching a video, or viewing out your photos.

Engagement is a larger scale of user interaction.

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Posts related to up-to-date or seasonal events in Thailand. For example, create Cover Photo related to Makha Bucha.

Increase brand awareness (people talking)

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Posts related to up-to-date or seasonal events in Thailand. For example, create Cover Photo related to Chinese New Year.


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People like, share and comment on Saltworks Posts. For example, posts that promote Korat culture and engage its communities



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9,900 people talked about Saltworks Facebook Page

In one month

It is 290 people per day!

Total in past 1 month

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At its high points, Saltworks Facebook Page reached in some days 5,000 people talking about it

It means 50 % of Saltworks Fans!!!


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Increase brand awareness


In 4 months


Total in 4 months

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Organized Facebook activities to promote Saltworks. For example, a CSR activity that distributes drinking water to the villages.

Increase engagement with Brand

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Organized Facebook activities to promote Saltworks. For example, a CSR activity that gives towels to the villages.


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Posts related to beautiful Salt mines in other countries give a positive image of your brand or project


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Posts related to the benefits of Saltworks project for the communities Posts that inform local communities about CSR initiatives (ricefield

demonstration) and posts about job opportunities


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Posts related to the benefits of Saltworks project for the communities. For example, ricefield demonstration in a salt land. How to grow rice well


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Create smart and compelling PR cover photo to promote and increase trust within the community



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12,690 people engaged with Saltworks

Facebook Page

In one Month It is 370 people per day!

Total in the past 1 month

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In 4 months


Total in 4 months

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Increase the number of LIKES (fans)

Summary of the last 4 months

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20th January 2014

11,409 LIKES

20th September 2013

0 LIKES


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368,000people reached on Facebook

In one month It is 10,800 people per day!

Increase Saltworks’ visibility


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1 MILLION of people have been reached on Facebook

In 4 months

It is 8,700 people per day!

Total in 4 months

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94,500 people (Bangkok)

7,000 people (Korat)

7,600 people (Chiang Mai)


Total in the past 1 month

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362,000 people (Bangkok)

26,800 people (Korat)

33,900 people (Chiang Mai)


Total in 4 months

FACEBOOK CASE STUDY2

Beauty Story Thailand

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Situation:Beauty Story Thailand presence in Facebook has very little engagement. The Page hardly interacts with its audience.

Main goal:

Increase the popularity of Beauty Story and promote its stores and treatments/services.

Our target audience:

• Nationality: Thai• Location: Thailand (5 store locations)• Majority of Women (90%) • Age : from 20 to 50 years old

Objective and target audience

Terminology

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People Talking About This (PTAT):

Whenever a user creates a story, this includes: sharing, likes, comments, mentions, check-ins, event responses, claiming an offer

A measure of Brand Awareness.

Engagement:

It includes everything from PTAT, plus actions like clicking on a post, opening up a link, watching a video, or viewing out your photos.

Engagement is a larger scale of user interaction.

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Optimize Beauty Story Facebook Page and in line with seasons/holidays. For example, Chinese New Year.


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Organize Facebook activity to engage people with the page. For example, “Name this Girl” contest.


Summary of the last 2 months (Beauty Story started the Facebook activities in December)

6,000 people talked about Beauty Story Facebook Page

In 2 months

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3,500people talked about Beauty Story Facebook Page

In one month It is 116 people per day!



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People like, share and comment about Beauty Story Posts

Knowledge and tips on beauty targets women

Increase engagement with brand

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Posts related to Beauty Story staff to show a positive image of your brand


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People like, share and comment Beauty Story Posts

What types of posts interest your audience? For example, weekly horoscope interest women and increases views and engagements


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Promoted Beauty Story stores to show convenience and accessibility


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Organized Facebook activities to engage fans and attract new customers. For example, Selfie contest


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10,500 people engaged with Beauty Story

Facebook Page

In 2 Months

Summary of the last 2 months (Beauty Story started the Facebook activities in December)

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6,900 people engaged with Beauty Story

Facebook Page

In one Month It is 230 people per day!


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In one month

It is 7,300 people per day!

Increase Beauty Story’s visibility


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In 2 months

Increase Beauty Story’s visibility

Summary of the past 2 months

Increase the number of LIKES (fans) Summary of the last 2 months (Beauty Story started their Facebook activities in December)

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27th January 2014

4,000 LIKES

27th November 2013

502 LIKES

4,000NEW Likes

In two months !!!


OTHER FACEBOOK CASE STUDIES

OREO DAILY TWIST (100 YEARS)

• To celebrate 100 years of OREO, they showed 100 ads in 100 days

• It turned every day TRENDING NEWS STORIES into visual treats

• Results?– 1 Million new fans– 1.3 Million interactions– Share Rate increased by 280% (1,472 times)

• Mainstream media BUZZ

Social Media ROI (Examples from Social Media Today)

1. Coffee Groundz

– Channel used: Twitter– Used it as a direct ordering channel– Sales and market share increased 25%

2. Vitabiotics

– Channels used: Twitter, Facebook, and blog– Built a community of 13,000– Saves the company hundreds of thousands USD annually vs.

traditional research and test marketing

Social Media ROI (Case studies)

3. Jimmy Choo

– Channel used: Twitter– Geo-located and featured upscale stores that sell their sneakers– Sneaker sales increased 33%– 40% increase in positive tweets and messages

4. Kraft/Toblerone

– Channels used: Company website and multiple social networks used in the Philipines

– Established October 20th as the country’s “National Thank You Day”– Drove 500,000 website visits– Sales of Toblerone increased 132%

Social Media ROI(Research)

• 4 out of 5 consumers say they would be more inclined to buy a brand after being exposed to Social Media (IAB UK Research)

• 83% of consumers exposed to Social Media would trial a brand’s product (IAB UK Research)

• 1 out of 3 shoppers say they were introduced to a brand or changed their opinion about a brand because of Social Media

THANK YOU VERY [email protected]

BAM SMS Facebook Case Study

Social Media

Transcript of BAM SMS Facebook Case Study