GOAL: How to recruit and engage supporters on Facebook
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For the European Football Cup (June 8th to July 1st) , the french e-retailer Rue du Commerce asked us to create a prediction contest for its Facebook community. Within few weeks, we brought thousands of new likes and multiplied by 4 the engagement rate of the page.
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GOAL: How to recruit and engage supporters on Facebook
- 1. GOAL! HOW TO RECRUIT AND ENGAGE SUPPORTERS ON FACEBOOK x
- 2. WE LOVE FOOTBALL... For the European Football Cup (June 8th to July 1st) , the french e-retailer Rue du Commerce asked us to create a prediction contest for its Facebook community. FRA VS ENG FRA VS UKR FRA VS SWE CZE VS POR GER VS GRE SPA VS FRA ENG VS ITA POR VS ESP GER VS ITA SPA VS ITA
- 3. ...AND FACEBOOK APPS. The game was simple and sharing-oriented. Just predict the score and you’re set. This is what we call a snack app. Participation and virality were boosted by the great prizes offered by RueDuCommerce
- 4. IT’S NOT ONLY ONE GAME. The aim was to create a recurring moment for this community, by giving them Number of the chance to share their predictions on 10 different matches, one at a time. participations 2400 2145 2035 1800 1648 1651 1677 1417 1160 1200 1075 983 687 600 0 FRA VS ENG FRA VS UKR FRA VS SWE CZE VS POR GER VS GRE SPA VS FRA ENG VS ITA POR VS ESP GER VS ITA SPA VS ITA Match
- 5. TAKE A SIT IN THE FACEBOOK STANDS. 4,5 % 8-10 PARTICIPATIONS : THE AMBASSADORS 7,9 % They support the brand on Facebook in sharing content with their networks. The Ambassadors are crucial to increase your viral reach. 12,2 % 5-7 PARTICIPATIONS : THE ENGAGED FANS Client or future client, they interact with your brand on Facebook. They are listening to your messages. 3-4 PARTICIPATIONS : THE AMATEUR 75,4 % They are interested in contests and games. They are looking for fun and Facebook is a great playground for them. 1-2 PARTICIPATIONS : THE CURIOUS Even if they are curious and try new experiences, they mainly use Facebook basic features such as hanging out with friends.
- 6. IT’S DIFFICULT TO BE NOSTRADAMUS. 78,3 % 14 % 77,9 % 85,2 % 5,3 % 8,5 % 20,1 % 1% 10,4 % 0,2 % FRA VS ENG FRA VS UKR FRA VS SWE CZE VS POR GER VS GRE 21,9 % 56,9 % 14,6 % 7,6 % 43,1 % 2,3 % 1,6 % 11,2 % 11,5 % 0% SPA VS FRA ENG VS ITA POR VS ESP GER VS ITA SPA VS ITA It’s hard to bet on the right score. % of people predicting the right winning team (or draw) Give the opportunity to your community to play % of people predicting the right score several times, you will increase your reach.
- 7. WE BROUGHT NEW SUPPORTERS. New likes 1200 June 8th - BEGINNING OF THE GAME 1123 new fans in one day 900 Game period : ~ 3 weeks 600 300 Before : 53 new fans per day 0 Time 4,5x new page likes during the game
- 8. IT’S ALL ABOUT ENGAGEMENT. Engagement rate (%) 4,91% 5,00 3,75 2,50 Game period : ~ 3 weeks 1,25 0 Time Thanks to this interactive contest, Rue Du Commerce has reached a 4,91% engagement rate. 4x the page engagement rate !
- 9. HEAR THE VUVUZELA EFFECT. Reach Game period : ~ 3 weeks 200000 MAX REACH : 168144 users The OVP Mix to increase your total reach: Organic, Viral, Paid. 150000 3,5x the reach to enhance the page EdgeRank 100000 Total Reach 50000 Viral Reach Organic Reach 0 Paid Reach
- 10. TIME OUT. VISITS PARTICIPATIONS CONVERSION RATE 26762 14478 54% PLAYERS NEW LIKES 6591 4301 AVERAGE REACH (BEFORE) AVERAGE REACH (DURING THE GAME) 56k 2x 117k AVERAGE ENGAGEMENT RATE AVERAGE ENGAGEMENT (DURING THE GAME) 0,97% 3,7x 3,55%
- 11. MANY THANKS TO ROMAIN GIACALONE FROM RUE DU COMMERCE FOR HIS HELP ON THIS PROJECT
- 12. TIGERLILY LOVES PRESENTATIONS. Take a look at our Slideshare channel!
- 13. The Tigerlily platform helps iconic brands optimize conversations, engage users through rich contents or contests, and identify key communities. NOW IS THE TIME TO BECOME A SOCIAL MEDIA CHIEF. VISIT OUR WEBSITE CONTACT US