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Claudio  Arcovito©    

claudio.arcovito@gmail.com  

G!P"#$Sp!r%&

Overview  Company Background GoPlaySport  is  an  eCommerce  site  for  sporAng  goods  and  equipment.  The  website  ships  products  to  the  UK,  Ireland,  France,  Germany,  Italy  and  Spain.    Company  currently  runs  ads  using  Google  AdWords:  you  are  seeing  generally  good  results,  but  want  to  increase  your  social  media  presence.    GoPlaySports  has  not  a  Facebook  presence  nor  you’ve  started  any  Facebook  Ad  campaign.    Market  Overview Last  year  270  millions  of  european  internet  users  (74,5%  of  all  online  users)  visited  an  eCommerce  site.  eCommerce  for  sporAng  goods  is  a  very  compeAAve  sector:    

 -­‐all  the  top  brands  (Nike,  Adidas,  etc)  have  a  strong  online  and  social  media  presence    -­‐it’s  a  “war  on  margins”:  many  discounts  but  low  customer  loyalty  

 

To  differen?ate  from  compe?tors  GoPlaySports  needs  to  create  a  stronger  rela?onship  with  its  customers:  from  “occasional  customers"  to  fans.    Objective Drive  awareness  of  your  site  and  increase  product  sales.      

How  Facebook  can  help  GoPlaySports  GoPlaySports needs to increase awareness on a specific target: people who practice sports actively and live in UK, Ireland, France, Spain, Germany and Italy.

• Facebook  is  where  your  customers  are:  more  than  800  million  ac?ve  users  • Facebook  helps  you  reach  your  customers:  with  Facebook  you  can  target  by  age,  gender,  educaAon,  interests,  relaAonship  and  interacAon  with  a  specific  applicaAon.           GoPlaySports needs to increase sales

• Facebook  increases  sales:  a  visitor  coming  from  from  a  social  network  is  10  ?mes  more  likely  to  make  a  purchase  online  than  an  average  visitor  (“Social  Media  in  UK  2010”  -­‐  Oxford  Res.  Agency).    

• Facebook  drives  loyalty  sales:  fan  will  spend  117%  more  on  a  brand  compared  to  a  non  fan  (Social  Commerce  Today  –  2011)  

• Facebook  increases  word-­‐of-­‐mouth:  average  user  has  130  friends  • Internet  users  spend  more  ?me  on  Facebook  that  any  other  web  site        

Ireland   Italy   UK   France   Spain   Germany  

66%  

Facebook’s  penetra.on  on  Internet  users  in  target  countries  

66%   58%   51%   48%   33%  110 million

Strategy  overview  

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Build  “GoPlaySports” presence  

Engage    Fans  

Amplify    “GoPlaySports”  voice    

New leads  New  customers  More  ARPU  

Facebook  ecosystem  

From  “customers”    to  “fans”  

GoPlaySports  eCommerce  site  

   (((    )))  

Create  GoPlaySports  page  on  Facebook  

A Facebook Page will give a “voice” to GoPlaySports to join the conversation with its audience on Facebook.  Facebook  Ad  respondents  convert  at  higher  rates  when  landing  on  a  landing  page  within  Facebook.    A Facebook page will also increase brand awareness of GoPlaySports outside FB, because Google and Bing rank facebook pages.

Key success factor The  success  of  a  FB  page  is  strongly  

depending  on  the  capacity  to  provide  fresh  content  and  parAcipate  in  acAve  discussions.  

Find  targeted  people    

Facebook  Ads  are  the  best  way  to  build  awareness  of  GoPlaySports  page  and  drive    new  fans.    GoPlaySports  can  run  a  Facebook  adver?sing  campaign  to  encourage  people  to  “like”  the  GoPlaySports  page,  for  example  with  a  free  shipping  discount  for  the  first  purchase.   GoPlaySports can leverage the unique targeting capabilities of Facebook’s advertising to ensure that it is driving fan growth with the ideal consumer set.    Google Ads or Facebook Ads? In  Google  Adwords,  the  goal  is  to  get  your  ad  seen  by  the  people  who  are  searching  for  what  you  are  selling.    In  Facebook  Ads,  the  goal  is  to  posiAon  your  ad  in  front  of  your  target  consumer  where  they  spend  most  of  their  ?me  online:  their  Facebook  Home  page.      

GoPlaySports.com  

Increase  GoPlaySports  fans  

•  33%  of  internet  users  trust  online  banners  •  70%  of  internet  users  trust  online  reccommenda:ons  from  strangers  •  90%  of  internet  users  trust  online  reccommenda.ons  from  people  they  know  

(“Social  Media  in  UK  2010”  -­‐  Oxford  Research  Agency)  

     No  ma]er  how  many  fans  you  have,  they  are  only  a  por?on  of  the  people  you  can  reach  on  Facebook.      GoPlaySports can use Sponsored Stories to enlarge its reach by allowing fans to help their friends discover you and to increase the likelihood of generating new sales.

75%    of  Facebook  users  have  “liked”  a  brand  

Fan Friends

Mile  Fretto  and  Luisa  Corna  like  GoPlaySports.com  

GoPlaySports.com  G!P"#$Sp!r%&

The  people  who  like  your  Page  are  saying  that  they  want  a  relaAonship  with  you.  This  connecAon  allows  you  to  build  and  deepen  rela?onships  with  your  most  loyal  customers  and  allows  them  to  spread  the  word  about  your  brand  to  their  friends.  

Create  a  social  experience  at  GoPlaySport  site  and  increase  sales    

Facilitate access from FB page to GoPlaySport eCommerce site. Add  single  sign-­‐on  with  Facebook  creden?als:  this  eliminates  virtually  all  fric?on  in  the  registra?on  process  to  the  GoPlaySports  site,  as  most  FB  users  are  perpetually  logged  in.      

Add the activity feed on GoPlaySports website will  keep  people  coming  back  to  your  site  and  clicking  on  content  to  see  what  their  friends  have  been  liking,  commenAng  on  and  sharing. Integrate the “Like button” onto GoPlaySports website A  Like  helps  start  the  conversaAon  with  some  new  users,  engage  exisAng  users,  and  drive  traffic.  

Clicking  the  ‘like’  buKon  increases  51%  likelihood  a  customer  will  purchase  (Social  Commerce  Today  –  2011)  

 

       

G!P"#$Sp!r%&

Engage  and  amplify  

GoPlaySports  could  launch  a  social  game,  the  “2012  GoPlaySports  Olympics”,    with  the  objecAve  to  increase  the  number  of  fans  and  the  engagement  in  the  GoPlaySports  FB  page.    When  a  FB  user    creates  his  Olympic  team,  a  sponsored  message  will  be  sent  to  all  his  contacts.    

GoPlaySports    

www.GoPlaySports.com

G!P"#$Sp!r%&

And win € 500!

Create your Olympic Team

Fantastc awards €  500  discount  coupons  International It’s  a  cross  borders  adverAsing  campaign  Potentially viral Olympics  will  be  “the  event”  in  2012  Coherent with GoPlaySport mission fans  of  all  sports  are  involved  

1: Pick a team of 10 athletes in 10 different disciplines from the list 2: All the points of your team will be scored by these 10 athletes, depending on their results during 2012 Olympics see points

Impressions CTR Clicks CPC Total costConversion

rate Salesconversions

/clicks ARPU Revenues Margin20.000.000 0,051% 10.200 0,42! 4.284! 0,00012 2.400 23,53% 30! 72.000! 67.716!

Duration Daily budget Salesconversions

/clicks30 143! Break-even: 143 1,40%

Economics  and  insights  

Average 2010 Facebook CTR (Source: WebTrends Jan 2011)

Highest CPC suggested by Facebook for this campaign

Average value of a single purchase on GoPlaySports (estimate) Average conversion rate

(strongly dependent on content, creativity, etc.)

Facebook Insights

With  Pages  Insights,  GoPlaySports  can:  • Understand  the  performance  of  its  Page;  • Learn  which  content  resonates  with  its  audience  • Op?mize  how  GoPlaySports  publishes  to  its  audience    + engagement = + conversations= + relationships = + business    

World  Soccer  Shop  

World  Soccer  Shop  is  an  online  soccer  gear  retailer,  with  more  than  1  million  fans  on  its  Facebook  page.