One of the largest airlines in the world, KLM Royal Dutch Airlines, is also considered one of the best in converting “Likes” into paying customers. Part of their marketing success is their willingness to take bold yet calculated risks. They are able to do this because they understand the customer buying journey. The touch points along the journey a lead or existing customer takes as they experience the KLM brand and then, how KLM works to improve each touch point along the path.
They began in social media the summer of 2009. Since then, they had a few failures along with great successes. One of their more controversial and successful campaigns is their Meet and Seat initiative. See below video. It’s a way for you to see who you may be sitting next to days before you board the plane.
Seven Social Media Campaigns Documented
To read the case studies of each campaign, go to their Facebook Page and click our social journey. They provide details about each campaign and insight into what made each one successful. They also did a 4 part series about their social media strategy. Part 3 of the series talks about some of the campaigns. Skip 1, 2, and 4. Weak on substance and depth. Not worth your time to read unless you are new to social media.
Yahoo! Movies, a division of Yahoo! wanted to get a bigger piece of the multi-billion dollar movie going pie by the summer of 2012 through their Facebook page. Their goal is to become the source for movie goers who love to research, be in the “know,” get VIP passes to early showings, and communicate with other movie aficionados.
They get 24 million visitors on their main website but lack that kind of traffic on Facebook where they see untapped potential to grow their brand.
Joint Venture
Their campaign strategy was a joint effort with their offline partner, Regal Cinemas, who put up banners in theaters promoting the Yahoo! brand along with a QR code pointing to an offer most movie goers couldn’t refuse – free popcorn. People who did a social check-in via their Smart phones and liked the page got the popcorn. Offer applied online also. They would just redeem the popcorn when they arrived at the theater.
The Results From Campaign
1.2 million new Likes on their Facebook page
200,000 Check-ins
1.4 Million minutes spent on Yahoo! Movies Website
$1,000,000 of popcorn given away
Let’s Test Their Million Dollar Spend
They say their long-term goal is not about the “liking” it’s about building an audience of repeat visitors who will engage and make Yahoo! Movies their online source.
The great part about case studies like this is that you and I can take a peek behind the curtain and see if this is hype or really working. Below are the objectives/goals they hope to achieve now since the campaign began a few months ago. I encourage you to go to their Facebook page and see if the goals below are being lived out.
How Yahoo! Measured Success
Target a Season – focus on summer movie season
Hit Fans From All Angles – Reach fans online and offline
Relevant – Reward movie goers and capture “Likes” in return for continued activity on their Facebook page
Connect More – Interact with more movie fans via their website and Facebook page
Become The Movie Source – provide great content to keep fans coming back to their page regularly
My Take
I would question their last two goals – connecting and becoming the source. Out of the 2.15 million fans, they are not averaging the comments and interaction I would expect to consider this successful. It’s about amazing content and some of their biggest days of activity are based on movie blockbuster debuts or contests/giveaways they may be doing in a certain month. Their ratio of commenting back to people is very low and not that of a Sage archetype or the “in the know” type of a person I would expect running the page.
To view the full case study on SlideShare - go here. What do your think? Was it successful?
PETCO knows pet owners are also pet lovers and they consult each other on buying products. To increase their sales, PETCO came up with product reviews of customers and incorporated ratings and reviews into email campaigns and in turn got 5 times boost in rates. In association with Bazaarvoice, it differentiated four and five start products which gave 40% more conversion and 60% more average order value than normal shopping ways. Case study
One of the largest airlines in the world, KLM Royal Dutch Airlines, is also considered one of the best in converting “Likes” into paying customers. Part of their marketing success is their willingness to take bold yet calculated risks. They are able to do this because they understand the customer buying journey. The touch points along the journey a lead or existing customer takes as they experience the KLM brand and then, how KLM works to improve each touch point along the path.