Facebook ain’t just for the big boys

Another week, another encouraging Facebook campaign success story for you, and this time from a lesser known start-up. We have heard this month that brands are continuing to take Facebook marketing very seriously, with the number of paid brand advertising campaigns rising by 104% in Q2 compared to Q1 (Source: TBG Digital).

Unsurprisingly, as Facebook campaigns have grown in popularity, costs have also increased (by 45% and 74% year-on-year in Q2 for CPM and CPC rates respectively).

With prices being hiked, it is especially refreshing to hear about emerging online businesses that are seeing strong results from Facebook brand campaigns. A trio of new case studies on clickz.com this week focused on start-ups – and one in particular caught our eye for its sage use of targeting to maximise ROI.

Case study: YouBeauty.com

Background: YouBeauty.com is a one-month old health and beauty website launched by Dr Oz and Dr Roizen, two doctors-turned-US-daytime-TV-personalities.

Aim: Primarily to grow its Facebook follower base with a budget of US$10,000.

Strategy: YouBeauty.com tasked agency Extole with targeting women aged 19 to 50 years old whose profiles revealed an interest in health, beauty, fitness, skincare and Oprah Winfrey. Extole created a sweepstake, offering one winner the chance to win a three-day trip including visiting Dr Oz’s show in New York and meeting the TV star backstage. Also up for grabs was a US$300 L’Oreal goody bag.

Results: YouBeauty’s Facebook page soared from 500 ‘Likes’ to almost 15,000 during the campaign, which ran for one week only. Since participants had to provide an email address to enter the competition, the brand grew its email list from zero to 13,000 in the same time frame.

FPR’s Final Thought: The precisely targeted nature of this campaign and well-positioned competition prize has helped this start-up to not only grow its social marketing footprint, but also to garner an invaluable email list.

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Business exclusive: Social media has foothold in Southwest Florida – The News

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Lai also responds quickly to compliments and complaints guests post on the TripAdvisor travel website.

“It does take up a lot of my time, but it’s easy: I can do it from my iPhone,” Lai said. Time on TripAdvisor is time well-spent, he said, because travelers of all ages and experience read and post reviews.

By contrast, Lai doesn’t see the Twitter micro-blogging site as important to his inland hotel’s future. “If you’re a sports team, an airline, a restaurant, Twitter is valuable.”

Borges, who spoke earlier this year at a social media event hosted by the Lee County Economic Development Office, said social media can be just as useful for enterprises reaching out to other businesses as those talking to customers.

Business-to-business social media provides a chance to share highly technical, insider information that may only be useful to a specific group, he said. For example, an equipment manufacturer can share technical specifications or troubleshooting suggestions that are hard to find elsewhere.

“It’s the best opportunity they have to build a community and foster a loyalty that sticks to the company,” Borges said.

That loyalty applies to consumers, as well.

On Chico’s’ White House/Black Market page on Facebook, customers routinely post pictures of themselves in the store’s clothes. Customers offer suggestions for future styles and sometimes complain if a size is sold out or even if a Louisiana store was just too hot.

“If there is an issue, our job is to try to help get the issue resolved,” Wells said.

Staying responsive

Nearly every post on the Chico’s Facebook page gets a response, whether it is a suggestion of how to find an out-of-stock size or a promise to take a concern to management.

Borges said some companies shy away from social media on the misguided thought that they don’t want to provide a forum for complaints.

“People can and do talk about a company,” Borges said. “The issue is: Are you listening and are you responsive. The smart company understands it has to include social media.”

Sarah Yanovich, co-owner of Yanos restaurant off First Street in Fort Myers, said maintaining an active Facebook page provides a quick way to keep regulars and newcomers aware of what’s happening there.

“You can immediately put up changes at the restaurant, like a daily or nightly special, and you get a response to it right away,” Yanovich said. “We can put a picture of the dish up and it brings people in rather than just waiting until they come in and hear about it.”

Beyond the marketing benefit, Yanovich said staying in touch with customers helps create a bond with them.

“There is a sense of community,” she said.

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