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4 November 2011 | Facebook for Marketers
Creating Awareness! (ARC) IMO car wash" Case Study"mycleveragency"
"January 2012"
Full service social media agency that teams up with companies to build their brand equity by leveraging all forms of the social web to create conversations, increase word of mouth and build lasting relationships.!!!
4 November 2011 | Facebook for Marketers
Introduction
" (ARC) IMO car wash is the largest dedicated car wash company in Europe spanning 14 countries and washing over 34 million cars each year!
Objectives!" Build awareness!" Create an online community!" Ensure brand consistency !
4 November 2011 | Facebook for Marketers
Approach
4 November 2011 | Facebook for Marketers
4 November 2011 | Facebook for Marketers
Aesthetics
Fan-gate!
Fan-gate!
" Bespoke tab that encouraged non Facebook fans to ‘Like’ the Page!
" Mirrored the current campaigns in the design!
4 November 2011 | Facebook for Marketers
Profile Picture
Profile Picture!
Profile Picture!
" Designed profile images to reflect the campaigns!
" Created profile images that ensured a correct thumbnail was visible!
4 November 2011 | Facebook for Marketers
Community
Community Management -!" Created various types of posts to
encourage engagement amongst Facebook fans!
Community Management Examples!
4 November 2011 | Facebook for Marketers
Awareness Campaign
4 November 2011 | Facebook for Marketers
Process
Car Washes for Life Sweepstakes!
Car Washes for Life Sweepstakes!
" Make the entry process easy by avoiding app authorisation!
" Entrants needed to enter their name, age and email for a chance to win!
" Created bespoke Facebook Sweepstakes tab!
" Put fan-gate on top of the Sweepstakes to encourage ‘Likes’!
4 November 2011 | Facebook for Marketers
Offline Promotion
Offline Promotion!
Offline Promotion!" Point of Sale posters at all IMO sites!" QR codes sent people to a ‘Like’ button
for the IMO Facebook Page!
4 November 2011 | Facebook for Marketers
4 November 2011 | Facebook for Marketers
Aesthetics
Background Image!
Background Image!
" Background image included a brand message and vertical name branding!
4 November 2011 | Facebook for Marketers
Blog
Blog!
Blog!" Created branded blog!" Used blog to spread content across
social media platforms!
4 November 2011 | Facebook for Marketers
Results
4 November 2011 | Facebook for Marketers
Facebook - Total Likes
Total Likes!
Total Likes!
" Increased Facebook fans from 35 to 7,187 !
" Increased fans during the awareness campaign by 11,344% (56 fans to 6,409 fans)!
!
4 November 2011 | Facebook for Marketers
Facebook - People Talking About This
Talking About This!
Talking About This…!
" Is the number of people sharing stories about the IMO Facebook Page!
" Stories include liking the Page, posting on the wall and commenting!
" Increased people ‘Talking About This’ by 3,495% (during the awareness campaign)!
!
4 November 2011 | Facebook for Marketers
Facebook - Weekly Engaged Users
Weekly Engaged Users!
Weekly Engaged Users…!
" Is the number of people who engaged with the IMO Facebook Page!
" Increased engaged users during the awareness campaign by 3,324%!
" Engaged fans peaked at 1,580 people!
!
4 November 2011 | Facebook for Marketers
Facebook – Weekly Reach
Weekly Reach!
Weekly Reach…!
" Is the number of people who have seen any content from the Facebook Page!
" Increased reach during the awareness campaign by 2,569%!
" Reached peaked at 7,521 people!
4 November 2011 | Facebook for Marketers
Facebook – Weekly Impressions
Weekly Impressions!
Weekly Impressions…!
" Is the number of impressions that came from all of the IMO posts!
" Increased impressions during the awareness campaign to 46,697 (at its peak)!
Contact us…!Web – www.mycleveragency.com !Email – [email protected]!
Tweet - @mycleveragency!Facebook - /mycleveragency!
Phone – 0208 123 0025!
