Chinwag Insight: Facebook Marketing - Dan Heale, Digital Outlook - What's in a Like

1. An ‘Aussie’ case studyDigital Outlook / P&G Daniel Heale Digital Outlook

2. Why do you ‘like’ a page on Facebook?

3. There’s more to life than hair but it’s a good place to start.

4. Total Likes: 189,000 The community is predominantly female and aged 18-24

5. Getting the tone right Fun, hair-centric and populist

6. Getting the content right Popular updates have been generally open-ended, with a low threshold of engagement. Invitefansto share their own content

7. Launch campaign - Aussie ‘Rescues’ The competition was supported with aFacebook ASU campaign, driving traffic to the page and competition app.

8. Aussie ‘Rescues’ Additional content(photos and videos of the winners) was added to the page to increase traffic and engagement.

9. Aussie ‘Rescues’ Fans encouraged to add their own content, comments and photos

10. Follow natural behaviour

11. Respond to fans questions Quick, useful, responses encourages fans to see the page as a useful service.

12. Bring on the evangelists

13. And finally… to engage beyond ‘liking’ Respond to fan questions and treat them as individuals Give the 40% of fans what they want - promotions and discounts! Partnerships – partner with relevant brands give them more Ask them what they want and deliver as much as you can – bigger bottles, tips and advice, competitions