WD NZ Facebook Case Study
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Western Digital launched a social media strategy in New Zealand to build an online community around their brand. They grew their Facebook page from launch to over 3,300 likes using paid advertising, viral contests, and engaging posts. Analysis of post performance found that questions, images like kittens, and customer stories engaged users the most. The strategy helped Western Digital establish their first social media presence in New Zealand.
WD NZ Facebook Case Study
- 1. Western Digital New Zealand Facebook Launch Author: Carl Edwards
- 2. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August This is a review of the social media strategy created and implemented for Western Digital NZ, beginning 30/04/12 and currently ongoing. www.facebook.com/wdkiwi Employed integrated strategy to grow and engage community Grew community from launch to 3390 Likes Garnered valuable learnings allowing continued improvements Executive Summary
- 3. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August Context Western Digital continuing push into entertainment technology space with WD TV Live and My Net range of products No social media presence in NZ for WD nor direct competitors Focus on Noel Leeming and Bond & Bond in the channel Key Objective Build an online community around the WD brand in New Zealand, creating conversation and continued engagement. Brief
- 4. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August 2 distinct areas that need to be addressed Engage community Interaction with these people See Communication Strategy slide Build community Increase number of people who Like the page Paid Facebook advertising Viral content Physical competition POS in-stores Strategy
- 5. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August We ran Facebook Ads, targeted at people residing in NZ There is a Like button built directly into the ad drove Likes early in campaign 5,934,511 impressions served Average Cost per Click $0.52 (compared with $1.76 - $2.45 for other media same period) Average Cost per Like $0.90 Average Click to conversion 58% Building the Community Facebook Ads
- 6. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August Buy Now Win Big 3 month campaign requiring product purchase for entry First Prize was Home Entertainment system Displayed as an App through an iframe Promoted via Facebook ads and POS material provided a hook 236 Entries across competition period Like-gated via social plugin people had to Like the page to enter Allowed capture of deeper data (addresses, phone numbers, place of purchase) Confirmed Facebook statistics Building the Community - Competition
- 7. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August The Facebook Wall is the most powerful way to brands to communicate with the public on Facebook Brand not product - Only one in every 5-8 posts directly product related Audience not customers - People have to want to keep receiving your posts in their Newsfeed exile is only two mouse clicks away Fun not corporate - The tone of the communication must maintain a fun, personal, almost irreverent feel. Posts with images rated much higher than those without. Post frequency: 1 per day - Time varied between midday and early evening - Balance between overwhelming people with content > leads to Unlikes, and the missed opportunity of less than optimal exposure - So far in excess of 100 pieces of content live Engaging the Community - Communication Strategy
- 8. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August Reached 4,191 people 107 people voted Many added their own answers Virality of 2.05% - Top 5 viral posts were all Poll Questions - Viral means percentage of people who see the post that create a story from it Top Reaching Post
- 9. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August Highest number of comments on a single post: 15 All posts in Top 5 for comments were phrased as direct questions Almost exclusively positive comments Top Commented Post
- 10. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August Total of 28 Likes 2 of top 5 Liked posts contained images of kittens Remainder were Looking back style posts Top Liked post
- 11. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August Fantastic result when real people become the mouthpiece for your message Use posts to guide them in this direction Of course, the public can be unpredictable Interesting Posts
- 12. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August Ability to turn a customer complaint into a positive story Interesting Posts
- 13. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August 3390 Likes for the Western Digital New Zealand Facebook Page Average of 754 Weekly engaged users - The number of unique people who engaged with the page. Engagement includes any click or story created. Results Lifetime Total Likes Figures from launch on 30 April until 11 August
- 14. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August 62,398 Total organic reach (unique users daily) - Average 600 per day 137,845 Total Viral Reach (unique users who saw content from page can be friends of fans) - Average 1325 per day 276,927 impressions of posts in News Feed, Ticker and Page visits 5,934,511 Facebook ad impressions Results Figures from launch on 30 April until 11 August
- 15. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August Demographics of Likes Skew towards males, young to middle aged. - Dovetails with external statistics we have on consumer profile Almost exclusively from NZ - Most popular cities are Auckland, Christchurch and Wellington respectively Results Figures from launch on 30 April until 11 August
- 16. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August Valuable tool for communicating brand identity - Especially strong at communicating a brand personality Communicating to the people who are already brand advocates (in general) - Avenue for consistent communication - Platform to build brand equity and keep brand top of mind Opportunity to turn complaint into positive story - Time key factor in fine line between positive customer experience and ballooning negativity Steer clear of anything controversial - Must be careful with tone Facebook ads very effective at driving initial Likes People are willing to engage/share ideas - Platform to test reception of new ideas Key Take-Outs
- 17. Results Total number of handsets claimed across incentive period: 2855 損 BlackBerry Bold 9860 sales claimed: 1281 損 BlackBerry Bold 9900 sales claimed: 734 Represents an 572% increase in claimed sales over baseline * Salespeople who qualified for a free BlackBerry Torch 9860 smartphone: 291 Total new A-List members: 381 (all states and territories represented) Participation : 410 members made at least one claim highest numbers to participate in incentive in A-List history * Based on month of August Deeper engagement through: Content refinement Faster post response times Development of games/competition apps Next Steps
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