Case Study: Using a Facebook Fan Page (Matco Tools)

Use of Fan Page - OMMA

Matco Tools

GOAL: GAIN MARKET SHARELEVERAGE FAN PAGE TO INCREASE SHARE OF VOICE ON FACEBOOK OVER LARGEST COMPETITOR

Engagement Defines Social Success• 1.6% of Matco Tools’ total fans are engaged daily; 0.3% of their largest competitors’ fans are

engaged daily

GOAL: GAIN SUBSTANTIAL MARKET SHARE FROM LARGEST COMPETITOR

Create Substantial Audience Growth• 141% organic increase in Facebook Fans from start of Intrapromote campaign

GOAL: GAIN SUBSTANTIAL MARKET SHARE FROM LARGEST COMPETITOR

GOAL: LEAD GENERATIONCREATE A MARKETING CHANNEL FROM THE FAN PAGE TO INCREASE FRANCHISE LEAD GENERATION

Increase conversions in franchise recruitment• 278% increase in clicks on franchise lead generation assets on Facebook Fan Page from start of

Intrapromote campaign

GOAL: CREATE VIABLE MARKETING CHANNEL OUT OF FACEBOOK FAN PAGE

Foster an Engaged Community Surrounding Matco Tools• 115% increase in traffic to MatcoTools.com from social channels from start of

Intrapromote campaign• MatcoTools.com receives 1 social visit for every 15.5 engaged users on Facebook

GOAL: CREATE VIABLE MARKETING CHANNEL OUT OF FACEBOOK FAN PAGE

Increase conversions in sales, franchise recruitment, and consumer programs• 170% increase in social traffic revenue on MatcoTools.com from start of Intrapromote campaign• 62% increase in social traffic per-visit value from start of Intrapromote campaign

GOAL: CREATE VIABLE MARKETING CHANNEL OUT OF FACEBOOK FAN PAGE

GOAL: CUSTOMER SERVICEMANAGE EXISTING CUSTOMER SERVICE AND BRAND REPUTATION ISSUES

Manage Customer Service and Grow Brand Advocacy on Fan Page• 53% decrease in problematic posts from January

GOAL: EXTINGUISH BRAND REPUTATION ISSUES FOR MATCO TOOLS