Social Media in Action
Adrian Moss – BOTTLE PR and Focus Business Communications
Poundland Case Study – using social media to support a retail operation.
Number 1 single price discount retailer in Europe. IT driven retail distribution. Lots of short-run and end-of-line product.
Blog experiment to promote Xmas lines – aiming for <£1 cost per visitor
12k visitors in 10 weeks. <50p CPV. Lots of links from blog to company website. 100 active subscribers / Facebook friends. Typically each Facebook friend has 50-100 other friends. Echo chamber effect – 360% increase in referrals to website. [Blog] probably worth £0.5M already. Extrapolate to a full year, turnover ~ £1.5M <=> 0.5 of a store.
Key was planning. Audience, tone/style/format. Core objectives: engage with key targets, regular posts (3-7/wk), note new product lines.
Lessons: listen to feedback, adjust and adapt go with the flow and the rules, if you make a mistake, acknowledge