Early December 2011, PostNL decided to set up a Facebook page for its KaartWereld service . I was asked to supervise this project by monitoring progress, setting up an editorial organization for conversation management and managing the online ads on Facebook. This article provides a report on the process, important learnings and useful tips based on this case.
From 100 to 30,000 fans
The Facebook page had 100 fans and that has now grown to more than 30,000 fans. KaartWereld is in second place this week, after KLM, with the fastest growing fan base in the Netherlands. Below is a report on how we tackled this, what the most important learnings are and a number of tips. In the report I follow the following steps:
As a company, decide that you want to get started with social media
Growing your fan base
From fans to passionate brand recommenders
Social by Design, from B2C to people to people
Step 1. Get started with social media, specifically Facebook
We had two long meetings to decide to set up a Facebook page. The target group was extensively researched and a target group profile was created together with Motivaction. That was early December and the intention was to tie in with a Christmas campaign that was already running outside Facebook. Kaartwereld had already been successfully active on Hyves for some time and this campaign was also running there.
The problem was that this campaign did not really have a good landing page in the Facebook branded page, which caused the result of the accompanying Facebook ad campaign to be disappointing. The score after two months was 985 fans. On Facebook, Greetz was the undisputed market leader in December 2011 with a mature conversation and successful campaigns on the timeline.
Looking at the competitors, Kaartwereld was at the bottom on February 1, 2012 with 987 and Greetz was at the top with 22,680 fans.
Step 2. Growing the fan base
The most important first step to ensure that the fan base would grow was to set up an lebanon telegram data appealing campaign and to ensure that this campaign had an effective landing page. That is why it was decided to start a free card campaign and to accompany this with an advertising campaign on Facebook, which ensured the landing on the campaign page. The target group profile that we had previously drawn up was used as a starting point. Determining and formulating the target group well is very important for success.
The campaign was set up in such a way that a user who clicked on the advertisement ended up on a landing page where they were asked to like it, then they could register for the free card and a numbered coupon was issued, which provided a discount in the Kaartwereld store.
From campaign-oriented to editorially organized
A second important step was to start with an organized editorial environment. Once a week on Thursday there was a 2-hour afternoon meeting, where the content for the following week was discussed and a theme for an app. Every Monday the posts for the following week were discussed and adjusted to current events. It is clear that this change in approach meant that the organization grew from a campaign-oriented marketing organization to an editorially organized organization.
I provided a monthly report in which the state of maturity for the organization was made visible and this has contributed greatly to the acceptance of the change in work approach and the improvement of the quality of the postings. Below you see the scorecard matrix.