March 2, 2012

USING FACEBOOK PAGES TO DRIVE DAILY DEAL SALES

CLIENT:

PIRK.LT – e-commerce websiteSKUBEK.LT – daily deals website

FACEBOOK PAGE:

FACEBOOK.COM/PIRKLT

MARKET:

LITHUANIA

CAMPAIGN GOAL:

- DRIVING DAILY DEAL SALES

CAMPAIGN STRATEGY:

• Two posts on each weekday at a morning time

• Brief description of the product in the comments

• 170 posts in total

• Timeframe: August – December 2011

RESULTS

BEST DAYS FOR ENGAGEMENT ARE WEDNESDAY AND FRIDAY1

DETAILS:

• Posts made on Wednesdays were the most liked during the period.

• Posts made on Fridays were the most commented.

BEST DAYS FOR SALES AND CLICKS ARETHURSDAY AND FRIDAY2

DETAILS:

• Posts made on Thursdays received 1.9 times higher click through rate than average.

• Posts made on Thursdays generated 2.8 times more purchases than average.

• Posts made on Fridays had 1.2 times more purchases than average.

SHARED TRAFFIC GENERATED 23% OF TOTAL SALES3

DETAILS:

• Posts shared by the fans on their walls and clicked by their friends generated 23% of total sales from the Facebook Page.

• Majority of the shared sales came from a single post presenting special offer for shoes, which was widely shared among the target audience.

CLOSELY TIMED POSTS HAD THE POOREST PERFORMANCE4

DETAILS:

• Both visits and sales are the lowest for posts that are followed by another post within the same 5 minutes.

• Waiting at least 5 minutes before posting another post increased visits 2.7 times, and sales - 3.7 times for the first post.

• Waiting for more than a day before posting another post increased visits and sales for the first post even more – by 4.3 times and 14.5 times respectively– compared to immediate posting.

HIGHER ENGAGEMENT DID NOT LEAD TO HIGHER SALES5

DETAILS:

• Increase in likes led to increase in sales only up to three likes per post - further engagement did not give additional boost to sales.

• Pirk.lt also performed a giveaway campaign, where it was possible to win a prize by answering basketball-related questions on the Facebook Page.

• During the giveaway campaign, sales per post were lower than usual, as the core fans were distracted by the giveaway instead of focusing on the daily deals, and freebie-hunters were attracted by the promotion.

CONCLUSIONS

• Top days for sales do not necessarily coincide with the most engagement driving days.

• A single virally shared post can contribute to a substantial part of overall sales.

• Time span between posts has to be at least 5 minutes, otherwise they do not get through the Facebook’s news feed.

• Giveaways have to be targeted to potential customers instead of just Facebook users who are mostly interested in the free prize.

“ ”We see a lot of potential in our Facebook

Page – and will continue experimenting to see which strategies bring the most sales.

Eduardas SitikasPirk.lt – General Manager

THANK YOU! ANY QUESTIONS?

jevgenijs@campalyst.com

@campalyst

www.campalyst.com