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What effect does a Facebook Fan Page have on customer buying behavior? Ask Dessert Gallery Bakery & Cafe and Rice University - by way of HBR.
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Facebook Fan Page & Customer Behavior
Dessert Gallery Bakery & Café
Lynnelle WilsonBold Vision Consulting
1
A Few Marketing Minutes --Integrating Social Media into
Marketing
The Facebook Effect
What effect does having a Facebook Fan Page have on your customers’ buying behavior?
Photo credit: Marc Dietrich
Step 1 – Beginning Benchmarks
• Email Survey to customers– Customer evaluations of the café
– Customer shopping behaviors• How often did they frequent Dessert Gallery Café? • How much did they spend on each visit? • How likely were they to recommend DGC to a friend or relative? etc.
• 13,270 Customers emailed Survey
• 689 responses
Step 2 – Facebook Page
• Emailed customers an invitation to join Facebook Fan Page– Signs in café?
– Link on website?
• Active posting several times a week– Contests and promotions
– Tantalizing pictures of baked goods
– Introductions to bakers and staff
Step 3 - Measure
• After 3 months emailed survey to customers
• 1067 Responses (70% increase)
Divided Respondents into 3 Groups
1. Facebook Fans
2. Facebook Users – Not DGC Fans
3. Customers not on Facebook
“…how likely is it that you would recommend us to a friend or colleague?”
Net Promoter Score
http://bit.ly/9kZhyZ
Customer Satisfaction –vs.- Net Promoter is difference in the way results are analyzed.
The Results
Yes, a Facebook Fan Page did have a positive effect on customer behavior
Best Customers: 283
•Responded to both surveys and became a Facebook Fan
– Amount spent per visit remained the same
– Frequency of visits increased 20%
– More likely to recommend DGC to friends and family, per NPS
Does it Matter?
5 Months Later…
• 286% increase in Facebook Fans (283 to 1100)
Do the Math…
• 1100 fans frequenting the café 20% more multiplied by the average amount spent each visit
• 1100 fans recommending the café to their friends and family
• 1100 fans, increasing at a triple-digit rate
Take Aways
• Objective of Facebook Page is building loyalty and engaging with customers First - Sales is second
• Building a fan base on Facebook doesn’t happen1. By Accident
2. In a vacuum
• Long-term, ongoing and active effort
• Is only part of a marketing effort and an integrated part of the broader strategy. – 75% of customer base not a Facebook fan …yet.
Social Network Strategies
Leads
Loyalty
Tweet Me Friend Me Link Me Call Me
• @Lynnelle & @BoldBusiness
• Facebook.com/Lynnelle
• LinkedIn.com/in/LynnelleWilson
• Facebook.com/BoldBusiness
• BoldVisionConsulting.com
• 1-207-221-3492 or lbianco on Skype
Lynnelle WilsonBold Vision Consulting, Inc. Integrating New Communications into Traditional Businesses Consulting, Training and Speaking
Other Projects by BVC, Inc.BOLDBusiness.TV – highlighting people NOT doing business as usual
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