So social media is the buzz word for 2009-2010 and we’ve been beaten over the head with it for a while. Yes, I can go into long detail about this “great paradigm” shift in consumerism or marketing strategy, but no, I’m not going to do that. Below is a “plain English” case study of a recent social media campaign we did for a client. Easy to read, jargon-free.
Client: Blueair, Inc.
Location: Chicago
Product Mix: Consumer Air Purifiers
1) Identify Objective
The client came to us with really one need: “We need to use social media.” After some discussion, the objective turned toward that fact that users of Blueair Air Purifiers had great stories about their success. Our client hears these stories everyday in customer service phone calls, but they’re rarely shared. Wow…new objective: “Get Blueair product users to share their good experiences.”
2) Creating A Game Plan
Building the Facebook Fan Page
After identifying a better defined objective, we discussed the building of a Facebook Fan Page. At that time, 2 weeks ago, it was a “fan page.” We added a few photos and a couple tabs to the fan page. to integrate some additional “engagement opportunity.” Ideally, we are trying to inform and educate people who are concerned about indoor air quality. There is always room for additional educational tools on the Fan page, but this was a start.
Driving People to the Site
The main question that every client has is: “How do I drive people to the Facebook page?” With the Blueair campaign we did 2 fast actions:
1.) Designed banner advertising that ran on “Housewares” specific websites.
2.) Designed an email campaign that reached 13,000 customers and prospects.
3) The Promotion
We built a promotion around Earth Day 2010. We suggested the giveaway promotion tie-in with the Blueair ECO10 Air Purifier, ultra high efficiency air purifier unit. The “engaging” part of the giveaway requested that contestants write on the Facebook Wall about their experience with Blueair.
3) The Outcome
OK guys….here are the real world results of a shoestring social media campaign. The email campaign and banner advertising media buys occurred 2 weeks before Earth Day. We drove people directly to the Facebook Fan Page. The email had a 27% open rate(# of people who viewed the email) and 5% click through rate (# of people who visited the Facebook page).
Overall, the client:
1.) Picked up over 100 great comments about how users are enjoying their Blueair Air Purifiers.
2.) Added over 200 new fans.
3.) Lastly, the Facebook received over 2,200 views during the one week campaign.
Actual Comments & Fan Photos
We love our Blueair purifiers. My whole family has allergies and once we plugged in our purifiers we all stopped sneezing. They are amazing.
We live in Wisconsin, where we are stuck in the house for almost half of the year during winter. My two kids have colds very often during the season. I bought a Blueair air purifier to help remove the airborne particles to relieve their cold symptoms. To my surprise, since I had the Blueair, they only get 1 or 2 times cold throughout the winter.
The Conclusion
The client was happy with their first dip into social media. We now have great comments posted on the Facebook wall and we’re growing that online community by engaging those people. Simple and easy. The next step is to keep in communication with our new social media “friends.”
