Facebook Fan Page & Customer Behavior

Dessert Gallery Bakery & Café

Lynnelle WilsonBold Vision Consulting

Lynnelle@BoldVisionConsulting.com

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A Few Marketing Minutes --Integrating Social Media into

Marketing

The Facebook Effect

What effect does having a Facebook Fan Page have on your customers’ buying behavior?

Photo credit: Marc Dietrich

Step 1 – Beginning Benchmarks

• Email Survey to customers– Customer evaluations of the café

– Customer shopping behaviors• How often did they frequent Dessert Gallery Café? • How much did they spend on each visit? • How likely were they to recommend DGC to a friend or relative? etc.

• 13,270 Customers emailed Survey

• 689 responses

Step 2 – Facebook Page

• Emailed customers an invitation to join Facebook Fan Page– Signs in café?

– Link on website?

• Active posting several times a week– Contests and promotions

– Tantalizing pictures of baked goods

– Introductions to bakers and staff

Step 3 - Measure

• After 3 months emailed survey to customers

• 1067 Responses (70% increase)

Divided Respondents into 3 Groups

1. Facebook Fans

2. Facebook Users – Not DGC Fans

3. Customers not on Facebook

“…how likely is it that you would recommend us to a friend or colleague?”

Net Promoter Score

http://bit.ly/9kZhyZ

Customer Satisfaction –vs.- Net Promoter is difference in the way results are analyzed.

The Results

Yes, a Facebook Fan Page did have a positive effect on customer behavior

Best Customers: 283

•Responded to both surveys and became a Facebook Fan

– Amount spent per visit remained the same

– Frequency of visits increased 20%

– More likely to recommend DGC to friends and family, per NPS

Does it Matter?

5 Months Later…

• 286% increase in Facebook Fans (283 to 1100)

Do the Math…

• 1100 fans frequenting the café 20% more multiplied by the average amount spent each visit

• 1100 fans recommending the café to their friends and family

• 1100 fans, increasing at a triple-digit rate

Take Aways

• Objective of Facebook Page is building loyalty and engaging with customers First - Sales is second

• Building a fan base on Facebook doesn’t happen1. By Accident

2. In a vacuum

• Long-term, ongoing and active effort

• Is only part of a marketing effort and an integrated part of the broader strategy. – 75% of customer base not a Facebook fan …yet.

Social Network Strategies

Leads

Loyalty

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• @Lynnelle & @BoldBusiness

• Facebook.com/Lynnelle

• LinkedIn.com/in/LynnelleWilson

• Facebook.com/BoldBusiness

• BoldVisionConsulting.com

• 1-207-221-3492 or lbianco on Skype

Lynnelle WilsonBold Vision Consulting, Inc. Integrating New Communications into Traditional Businesses Consulting, Training and Speaking

Other Projects by BVC, Inc.BOLDBusiness.TV – highlighting people NOT doing business as usual

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