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Being Social Earns Sweet Success

The document discusses the social media success story of Lily O'Brien's, highlighting its strategies for growing digital presence and sales through various campaigns on platforms like Facebook and Instagram. Key learnings from their efforts include effective data capture strategies, the importance of engaging content, and adapting approaches based on customer insights. Overall, the focus was on leveraging social media to drive brand awareness and increase online sales, particularly during key seasons.

Social Media◦
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Wednesday 3rd May 2017 Sweet Success of Social
• >1.86 billion active monthly Facebook users • 54.2% of users only access the site from their mobile phones • 600m active monthly users • Nearly twice as big as Twitter • Engagement is up to 50x higher than Twitter* • Approx. 150 million users (60% female 40% male) • 50% of users are outside of US • 313m active users • 82% of active Twitter users access it via mobile Setting the social media scene - today Source: https://newsroom.fb.com/company-info/; https://about.twitter.com/company; https://www.omnicoreagency.com/pinterest-statistics/; https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/
Lily O’Brien’s and The Wonderland: A Success Story THE GROUND WORK TESTING AND LEARNING THE ROLL OUT THE IMPACT Are you ready to hear about our story?
Helping to build Lily O’Brien’s social media: THE GROUND WORK
The key difference between Thorntons and Lily O’Brien’s is, that Thorntons has many stores. Lily’s have none in the UK and rely on internet and supermarket distribution. Our learnings in eCommerce, chocolate and the gifting industry in general started with Thorntons ONLINE LEARNING • Prize draws drive data capture • Data capture is the way to convert visitors to purchases • Member-get-member works (with a good audience size) • Chocolate incentive is always successful • Customers shop with their eyes • Incentivise upsells • Offer unique products • We learnt how to drive traffic from store to online, and vice versa. From prize, draws, offers, freebies and MGM campaigns IN-STORE LEARNING SOCIAL LEARNINGS • Lead people to your page • Engage with your audience • Social-only activity (Advent Calendar, integrated application) • Integrate social into other campaigns • Turn posts into discussion topics
When The Wonderland and Lily O’Brien’s paths crossed in 2011, Lily’s asked us to help improve their digital performance in Ireland and then in turn the UK. And improve it, we did. Our approach to Lily O’Brien’s goals Social growth Data capture Sales • Facebook activation • Twitter start • Blog expansion • Pinterest start • Instagram start • Social advertising • ‘Monetise’ social channels • Prize draws • Data capture campaigns • Email • Using micro sites • Seasonal campaigns • AYR • Creating new seasons • Recurring campaigns • Website improvements • NPD ideas (Advent) *We also knew we needed to be clever during key revenue driving seasons, such as Christmas
Our social media strategy was simple: To grow its following on social channels • Twitter was not a focus due to budget and resource • At the time (early 2012), Instagram and Pinterest were tiny compared to Facebook, but this was a visual product so these were great platforms to explore Growth would be generated by engaging with followers in different ways, such as with content, campaigns, competitions and interaction.
The give-aways and treats started our… FIRST TEST, AND LEARNINGS
Season AYR: 2012 Our first Facebook prize draw was aimed at increasing likes, and registrations on the back of it. CUSTOMER JOURNEY: • 50 box choc give-away • Attractive prize: iPad 2 • Prize draw page embedded into FB • Database logged opt ins • MGM encouraged via iPad prize PROMOTION: • Facebook posts and ads • Website banners • Launch email and banners RESULTS: • 79% opt-ins • Database increase: 44%
Season Easter: 2013 In 2013 we ramped up activity on Facebook. The Easter Egg hunt campaign was a success. CUSTOMER JOURNEY: • 2 part promotion • Data capture to win an iPad Mini in FB tab • Click to landing page for design comp • Data captured across both prize draw and competition • Attractive prize: iPad mini PROMOTION: • Facebook posts and ads • Website • Launch email and banners • Advertising on ‘The big Egg hunt Dublin’ FB page RESULTS: • 72% opt-ins • Database increase: 35%
Season Christmas: 2013 Facebook was used to drive traffic to the website and gain more data. CUSTOMER JOURNEY: • Focus was driving consumers to the website • Facebook used as an advertising mechanic for the website • The carrot was the instant win prize ‘daily’ • Extra bonus: a purchase-driven, overall prize at the end of the Christmas period PROMOTION: • Facebook posts, banners and ads • Website • Launch email and banners RESULTS: • 66% opt-ins • Database increase: 59% • Sales increase: 22% YOY
In 2014/2015… THE OBJECTIVES CHANGED!
Lily O’Brien’s received venture capital funding, and the focus changed towards the UK MARKET INFO: • Chocolate market continues to grow • Despite the decline in snacking, on- the-go chocolate is growing ahead of the market • This manifested itself in sharing pouches and bitesize formats • Premium market under pressure from standard and own label alternatives OBJECTIVES: • Increase brand awareness • Grow distribution penetration • Grow online sales (there one big shop) • Increase NPD
When we did a survey we found out that Lily O’Brien’s’ customers are very engaged with the brand, and very passionate about chocolate. 5,347 CUSTOMERS COMPLETED THE SURVEY 1. Methodology: Facebook/Email survey (2014) 2. Responders were, not surprisingly, mainly female, Customers are more likely to self-treat than give to another 3. Two-thirds give chocolate ‘often’ 4. Customers care about quality when buying for others, taste when self-treating 5. Nearly half eat chocolate a few times a week, some even in bed! 6. The favourites: Milk chocolate, caramel, honeycomb and nuts We used these insights to create ideas that work.
Season AYR: 2014 The social media MGM campaign was a hit, showing the value of the activity and sampling. CUSTOMER JOURNEY: • FB centric; open to everyone; again, no “like” gate • Win one of 1k boxes • Recommend a friend; friend has to sign up to enter • First 1,000 to enter • Winners found out at the end PROMOTION: • FB banners and adverts • Emails • Homepage banners • In store POS • Inbox leaflets RESULTS: • 72% opt-ins • Database increase: 55%
Season Christmas: The format that worked This double competition was so successful in 2013 that we ran it again in 2014 and 2015. CUSTOMER JOURNEY: • Focus: To drive consumers to the website • Facebook: Used as an advertising mechanic for the website • The carrot: The instant win prize ‘daily’ • Extra bonus: A purchase-driven, overall prize at the end of the Christmas period PROMOTION: • 8 weeks • Facebook posts, banners and ads • Website • Launch email and banners RESULTS: • Database increase • Black Friday sales increase: • Sales increase *Audience participation this year increased by over 700% YOY
Thorntons PR activity Chocolate Box Touring UK and Ireland:
In 2016/2017 WE STEPPED ACTIVITY UP A GEAR!
We took all learnings and stepped up a gear, with brand-focused activity and better integration with other channels. More budget was made available BRAND, ON-PAGE, SOCIAL REACH AND ENGAGEMENT: • Video recipes • Boomerang images • On page activity and draws • More liking and on-page chats • Brand advertising SALES LED ACTIVITY: • Traffic driving (advertised on FB/social) • Data capture • Sales generation • Tracking links • Web promotions and exclusives *Out of season campaigns are key! TEST AND LEARN!
We introduced more variety in content, especially on the blog. We also upped our game on social media with awesome community management. WHAT WE HAVE DONE: • Infographics to share. Aims: build links, create more brand awareness. • Topics: Guides to the ultimate party; planning weddings; local events throughout key seasons. • Consumers: Increase involvement by taking part in surveys and questionnaires. • Community: – Shorten response time, resolving any issues the same day. – Monitoring social media platforms during the day, evenings and weekends, including bank holidays and Christmas. Yep it has to be done! • Interaction: We like all comments, shares and posts; we encourage followers to respond back to us. RESULTS: • Many positive comments, reviews and feedback from customers who are thrilled with their customer experience • Fans post to page and share their content • Positive brand impact leading to WoM recommendations
So how much did we…ROCK AT SOCIAL MEDIA? …in 2016
Our Facebook impact was substantial, considering little budget was put into advertising and boosting posts. So using 2016 as a benchmark… 650K Organic reach Oct to Christmas 400K organic reach of the 2016 Christmas campaign 1.1M Total organic reach in 2016 1.2M with paid advertising included 27.5K The highest ever organic reach for a non-prize draw post 49K The highest ever organic reach for a prize draw post 6.48% The organic rate of engagement in 2016; 13.71% with advertising • 5.3k+ new likes • 37.5k+ reactions • 428 content items • 4.2k+ direct messages received and resolved • Customer service out of hoursAverage reach for an advertised post
2016 Twitter, Instagram and blog impact. With advertising and outreach we can add a lot more value in these channels. Luxury chocolate bar launch coverage 21K Profile visits Blog page views. Since 2012, 200 blog posts have been written 410k The organic reach on Twitter in 2016; 9.5K Mentions • Trended on Twitter with our own hashtag (#LOBBarLaunch) • Double engagement rate • We generated hype! 2.3% Ave. engagement (mentions only) 351 Instagram posts, 1.9K followers 2.5K New followers The combined effect of all social activities drives increased awareness for the Lily O’Brien’s brand.
SOCIAL AT THE CORE OF THE STRATEGY 2017: out of season activity, brand and more testing
Exquisite Prize Draw: Photography All photography, props and editing was done in-house
So…. IN SUMMARY!
Thorntons Facebook Growth: 2011 - 2017 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 Nov-11 Feb-12 May-12 Aug-12 Nov-12 Feb-13 May-13 Aug-13 Nov-13 Feb-14 May-14 Aug-14 Nov-14 Feb-15 May-15 Aug-15 Nov-15 Feb-16 May-16 Aug-16 Nov-16 Feb-17 *This includes Facebook advertising for likes Facebook growth shows the rise in “likes” between November 2011 and March 2017 – we continue to grow and have a loyal following. We had lots of learnings to get to here
Do you have… ANY QUESTIONS?
WE LOVE VIDEOS Infographics are still very popular. Post boosting is worthwhile for infographics in view of the large increase in views INFOGRAPHICS ROCK! Videos have achieved the highest engagement of all non-prize draw content
© All content and ideas within this presentation are copyright of the ‘In the Wonderland Ltd.’ THANKS FOR LISTENING!