Increasing their Facebook fan count tenfold has helped Play.com boost sales coming through the platform by 80 per cent.
Engage Sciences noted ?2 million worth of sales were directly attributed to Facebook in the year its fan numbers grew from under 35,000 to over 350,000.
Play.com director of marketing Adam Steward said social fans can be "massively valuable" to online retailers if brands engage intelligently with them.
"It's not just about increasing sales through our Facebook fans; we see social channels as being a huge part of engaging and rewarding our fans," he went on to say, adding that an analysis of how fans engage with and share content is key in creating compelling campaigns.
Do people want to engage with brands on Facebook?
ExactTarget research shows 45 per cent of online consumers in the UK have liked a brand on Facebook, but what is the value of a like if that user does not convert into a customer?
While this can be hard to quantify, it appears Facebook likes do count for something: almost a quarter of people said they are more likely to buy from a particular brand after liking them on Facebook.
For Twitter, the conversion rate is even higher. While only seven per cent of consumers follow a brand on Twitter, 32 per cent of these say they are more likely to buy from a company after following them on the platform.
ExactTarget chief marketing officer Tim Kopp said it is crucial for marketers to drive interaction between different channels and build consumer engagement in the process. "UK consumers expect more from brands than ever before as they turn to email, Facebook and Twitter for exclusive content, special offers and unique experiences," he added.
Related articles:
Engage on Facebook with unique content?
How Missguided.co.uk engages fans on Facebook?
How loyal are your customers?
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