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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