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BlogWell Austin Social Media Case Study: REI, presented by Jordan Williams
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2. Donations Instead of Deals A Facebook Places Check-in Deals Launch Story Blogwell Austin February 2, 2011
3. Context of geo-social at REI Lower frequency of visit Don’t play the coupon/offer game Haven’t seen critical mass w/ our customers
4. Facebook Launches Places Could this be the tipping point for check-ins? If a small % of users start checking-in?!
5. What could REI do? Design a promotion/test that is: Brand right Has multiple opportunities for success Does more of what we already do well
6. What could REI do? Social good for social behavior: donation vs. deal Design a promotion/test that is: Designed for multiple audiences: Customers Non-profit partners Employees Local giving / local partnerships
7. How did it work? 68 Non-profit partners selected $1 per check-in Kicked off November 5th
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9. How did it turn out? (Part 1) Slow run rate leads to experimentation $10 per check-in Black Friday When in doubt… go all in!
10. What was challenging? Tying the timing of a national retail promotion to 3 rd party technology product launch Facebook mobile app updates UX of claiming deal Reporting Location spam
11. What was challenging? Low awareness of “checking-in” Early adopters already have a geo-social life Lots of early adopters on Android Privacy concerns amongst consumers Communications fatigue
12. How did it turn out? (Part 2) Incremental traffic during holiday shopping period We drove over 18,000 check-ins Drove awareness of our non-profit giving Drove internal awareness on the power of social Exponential reach through our non-profit partners
13. Bottom-line Privacy issues persist with consumers Hype outpacing reality (for now) Platform fragmentation makes tough to scale Brand right experiments make testing ok
Average customer comes to REI between 3 & 4 times a year Comparison since foursquare launched in March 2009: Seattle Flagship > 4,600 check-ins vs. 1.25 million annual visitors (.0018% of visitors checking-in via foursquare) Starbucks closest to Flagship > 3,100 check-ins (one of over 300 Starbucks in the Seattle area) Denver: 2332 checkins San Francisco: 1692 checkins Portland (Pearl District): 1040 checkins Chicago (Lincoln Park): 722 checkins Boston: 507 checkins
Average customer comes to REI between 3 & 4 times a year Comparison since Foursquare launched in March 2009: Seattle Flagship > 4,600 Foursquare check-ins (vs. 1.25 million annual visitors) Starbucks closest to Flagship > 3,100 check-ins (one of over 300 Starbucks in the Seattle area) Denver: 2332 checkins San Francisco: 1692 checkins Boston: 507 checkins Chicago (Lincoln Park): 722 checkins Portland (Pearl District): 1040 checkins
Average customer comes to REI between 3 & 4 times a year Comparison since Foursquare launched in March 2009: Seattle Flagship > 4,600 Foursquare check-ins (vs. 1.25 million annual visitors) Starbucks closest to Flagship > 3,100 check-ins (one of over 300 Starbucks in the Seattle area) Denver: 2332 checkins San Francisco: 1692 checkins Boston: 507 checkins Chicago (Lincoln Park): 722 checkins Portland (Pearl District): 1040 checkins
Average customer comes to REI between 3 & 4 times a year Comparison since Foursquare launched in March 2009: Seattle Flagship > 4,600 Foursquare check-ins (vs. 1.25 million annual visitors) Starbucks closest to Flagship > 3,100 check-ins (one of over 300 Starbucks in the Seattle area) Denver: 2332 checkins San Francisco: 1692 checkins Boston: 507 checkins Chicago (Lincoln Park): 722 checkins Portland (Pearl District): 1040 checkins
Actually check-ins: $1 original (Nov 5 – Nov 25): 657 $10 Black Friday/CyberMonday (Nov 25 – 29): 397 $1 Post-Thanksgiving (Nov 30 – Dec 13): 349 $50 Super Deal (Dec 13 – 20): 1231 Actually deals claimed: $1 original (Nov 5 – Nov 25): 657 $10 Black Friday/CyberMonday (Nov 25 – 29): 397 $1 Post-Thanksgiving (Nov 30 – Dec 13): 349 $50 Super Deal (Dec 13 – 20): 1231
Launch was delayed a handful of times > tricky to line up training, in-store marketing, etc iPhone updated at launch of deals > Android wasn’t updated for a number of weeks Many steps to check-in and claim deal 3-day delay in reporting > only real-time will support scaling promotions which hit margin & inventory If customer didn’t see us in location list > they could create their own listing & check-in
iPhone updated at launch of deals > Android wasn’t updated for a number of weeks
Actually deals claimed: $1 original (Nov 5 – Nov 25): 657 $10 Black Friday/CyberMonday (Nov 25 – 29): 397 $1 Post-Thanksgiving (Nov 30 – Dec 13): 349 $50 Super Deal (Dec 13 – 20): 1231
Actually deals claimed: $1 original (Nov 5 – Nov 25): 657 $10 Black Friday/CyberMonday (Nov 25 – 29): 397 $1 Post-Thanksgiving (Nov 30 – Dec 13): 349 $50 Super Deal (Dec 13 – 20): 1231