Compete Product Case Study – Jen Russell – #IMS11

Why Are We Here:

  • I need to justify my social media budget?
  • What is my competition doing?
  • I’ve got a lot of fair weather fans? what should I do?
  • My boss wants to measure my social media success.
  • Is Facebook the new storefront?
  • People not only want to measure what they are doing but also want to measure what they are doing compared to others in their vertical.
  • Social Media Case Study Part 1
    • Who
      • 43 US-brand based sites and Facebook pages
    • What
      • Unique Facebook Fan Pages
      • Index of Facebook page UVs to Brand Website UVs
      • Infinite possibilities to measure beyond Thumbs Up
    • When
      • February 2011
    • Where
      • Multiple US-based industries
    • Why
      • Top social questions
      • ROI
    • Walmart leads brands in Facebook page visitors – Nearly 1 million unique visitors
      • Followed by State Farm and BMWs
      • One post about a new popsicle generated 3,500 comments on one page
    • Top 10 Brands – Walmart, State Farm, BMW, Best Buy, Capital One, Blackberry, Progressive, iTunes, Ford
    • Only Apple’s iTunes has more FB page UVs than Domain UVs
      • iTunes has 16 million uniques on their page – free music, shared music, storefront that incorporates iTunes, giveaways like trips to music festivals
    • Don’t spend millions of dollars building your Facebook page and driving traffic through offline advertising and then not spend the money on the page to promote engagement
    • If your company has hundreds of Facebook pages due to local offices, etc.