Social Business Strategy Melbourne’s GPO Case Study

We don’t need a “new website”. We need a website that will act as a marketing tool.

Old website: Issues with “flash”, multiple suppliers, 6 clicks and getting lost

GPO website before

GPO website after

STATS

24 August – 11 September 2008 24 August – 11 September 2009

2,107 Visits 3,150 Visits

3,945 Pageviews 10,212 Pageviews

Up 50%

Up 159%

1.87 Pages/visit 3.24 Pages/visit Up 73%

72.90% Bounce rate 32.95% Bounce rate Down 55%

00:01:00 Avg. time on site 00:02:30 Avg. time on site Up 150%

496 followers467 fans

1000 photos55 videos

What steps should we take?

Listen and learn

Develop our ‘earned’ strategy

Manage and measure

Goal: Become a fashion and lifestyle destination

MGPO ‘LOVERS’ survey findings

Sample+ 311 GPO database ‘lovers’ responded+ Email method+ Incentive = thirty double pass tickets to the movie ‘Mary & Max’+ Survey sent 10am Monday 20th April+ Data collected & competition closed 5pm Thursday 23rd April

Respondents+ 311/5057 lovers with email addresses = 6.14% (completed

survey) response rate

We asked them to tell us three words that describe Melbourne's GPO…

Nu

mb

er

of

resp

on

den

ts

Approx 79% of our lovers use Facebook and 54% use YouTube

Where do they spend their time?

See if they’re willing to engage with you

Ask them what they need or want

“Get a Twitter account & have Twitter-exclusive

offers. ”“Create an online

forum and viewable fashion community.”

“ Using online social networks to keep us

informed on the latest happenings in GPO. ”

“ More tailored communication please -

less of the one-size-fits-all approach. ”

“ An information person downstairs to ask

questions. ”

Darren, Niocolangela “6,000? Lets make it 60,000!” (number of lovers)

GPO in 3 words: We love it! But the brand needs to be flogged.

Ask your employees, contractors and collaborators what they think

Bianca, FAT “We trade our nuts off!”

GPO in 3 words: Iconic, beautiful, confused.

How can you help them?

What should we measure?More time

spent with

brand

Links, mentions, blog posts, Google juice

Increased unique visitors

Community size - lovers, followers

Content produced

Retailer satisfaction

and retention

Free mentions in media / PR

value

New retailer

enquiries

Lovers’ satisfaction

and engagement

and OMG… even sales!

Not all customers have equal value

http://www.flickr.com/photos/stovak/1561603147/

http://www.flickr.com/photos/greenpeacefinland/2967630234/

“MARKET TO THE OBSESSED” SETH GODIN

Passive viewer Active fan Engaged evangelist

171,568 Unique Browsers per month!

Where is your audience hanging?

What are they doing?

What is written about you?

Any videos with your name on them?

Any images?

What are your competitors doing?

How much are they ‘Earning’?

Retailers communicati

on

blog editorial

social media profiles

UsersCommunit

y

Liaising with

organisation

Monitor buzz &

website analytics

Blogger relations

Content production

Liaising with

outside suppliers

(PR, Events)

Implementing web-

tools

Employee education

Who will do this? How?

Do you have the management resource?

Analytics

Analytics

Analytics

Site dev

Community

LMFFSpring racing/MVRC Xmas

MSFW MF&WF

Annual timeline + events

May June July August Sep Oct Nov Dec Jan Feb March April

SEM+ SEM+ SEM+

Site dev Site dev Site dev

Analytics

GNO

Site dev

Community

Events

SEM+

Analytics

Display

Display Display Display

Good numbers of followers/fans on twitter (340) and facebook (280). Our Flickr has more than

920 photos already!

MGPO red carpet competition

20 entries in 3-4 days.It’s only the start of our

dialogue with our audience.

It’s genuine interest.

1000

500

100

1000

100

Communication with retailers taking shape

Our retailer communication has also improved as we now use a

friendlier MGPO email template for regular updates

Benefits of Earned – GPO’s first week

Improved Search - organic Google juice

More focused use of resources

Platform for new initiatives

Improved customer

service

Demonstrate brand

leadership

Site traffic (UBs)

Real time consumer insight

More time spent with brand

Become the category – free media and PR value

24/7 audience

connection

We can tick a few of these boxes already. Some not 100% but we’ll

get there

http://frankvizeum.com.au/

http://twitter.com/FRANkVizeum

http://www.melbournesgpo.com/