the secret to 10,000 likes? running a social media campaign with ux and behavioural nudges
TRANSCRIPT
Running a social media campaign with UX and behavioural nudgesby Yuan WangCreative Director, Yump
A brand is no longer what we tell the customer it is. It is what customers tell each other it is.Scott David Cook, co-founder of Intuit
ClientHelps consumers save Cheaper electricity rates Cheaper health insurance policies
ChallengesLittle-known brandCrowded marketplaceNo budget for traditional media
Mission10,000 Facebook Likes in 4 months
What is a
LIKE worth?
ConversionCustomers EvangelistsFans
Activate your fans. Don’t just collect them like baseball cards.Jay Baer, Convince & Convert
Facebook is a
PAID platform
image
text
brand
menu
tool bar
other ads friends messaging
next post
headline
like
more
Who are our
CUSTOMERS?
People’s behaviour makes sense if you think about it in terms of their goals, needs, and motives.Thomas Mann
ResearchCRM
AnalysisSurveys &Interviews
Market & Competitors
Arrives at Family Dollar website via social media or advertising links
Reads reviews, testimonials, comments and snippets of contents that interest User
Seeing an Ad triggers User to check out Family Dollar’s Facebook page
1 2 3
What does our
TEAM look like?
TeamLeader
Overall strategy& creative direction
Head of Marketing
Business & marketing direction
CommunityManager
Daily posts & monitoring
SalesManager
CRM & leads management
Writer
Research &writing
Head ofSales
Sales strategies
UXDesigner
Research &design
Developer
Development& tracking
Comedian
Ideas forhumour
MediaSpecialist
Advertising & conversion
ExperimentalEconomist
Data analysis& nudges
AgencyClient
What happens in a
WEEK
Sales & LeadsReview
EngagementReview
CompetitorsResearch
Post Scheduling
Idea Generation
PostCreation
NewsResearch
Landing PageDevelopment
Landing PageTesting
AdsCreation
AdsTesting
Wink wink. Nudge
NUDGE
How to encourage people to use less electricity at home?
Psychologist Robert Cialdini, California
1. It protects the environment.2. It benefits society.3. It saves money.4. A lot of other people are trying to do it.
MOST IMPORTANT
PHONE SURVEYS
LEAST IMPORTANT
1. Protect the environment by conserving energy.
2. Do your part to conserve energy for future generations.
3. Save money by conserving energy.
4. Join your neighbours in conserving energy.
PLACARDS WITH NUDGES
Humour
113 likes$1.20 per like
127 likes$1.07 per like
415 likes$0.50 per like
431 likes$0.48 per like
Conformity
Month 0 End of Month 4
8,433
10,000
ResultsNo. of likes: 45 8,433 Lowest cost of conversion to lead: $226 $37
What we
LEARNT
Don’t trust all the numbers.
Break down the barriers.
Stay agile.
yump.com.au
Let’sconnect@yumpdigitalTHANKS