Roberts Arts and Crafts is an
international arts and crafts store, selling merchandise both
online and at its 12 brick-and-mortar stores in Utah, USA.
Founded in 1963, has grown into a multi-million dollar company
to this days. Overview Roberts was hesitant to dive into social media. When they came to AddReal they had dipped their toe in the water with a YouTube Channel with a handful of videos, and that was it. But their customers were connecting online and discussing their craft hobbies on social networking sites, and Roberts knew they needed to be in on the conversation. So they turned to AddReal. Objectives AddReal conducted extensive market research to determine which social media channels would benefit the most. Facebook and YouTube stood out as the clear winners. Target customers were already interacting with these two channels, discussing and looking for information on the exact type of products our client sells. The number of users on these sites is growing every day. Solution Starting from scratch, AddReal set up, created and promoted a custom Facebook Business Page including a business strategy to create fidelity, new customer creation, and increased traffic. We also completely revamped the YouTube presence, going with an entirely new design and approach in order to garner more activity among the new and regular YouTube viewers. Results - In one month, the Facebook Page generated a higher overall sales conversion rate than SEO. - In that same period, our customer was able to generate nearly 1,200 Facebook "Likes." - Communication with the brand is up. The Facebook Page has an average of 15 customer interactions (Likes or comments) to each Wall post, proving that customers want to engage with the brand on this social network. - One wall post received 36 interactions in one day. This means that not only is the company posting about information its target audience is interested in, it is successfully communicating with dozens of crafts enthusiasts on a daily basis. - Our customer gained nearly 400 Facebook fans in a single day by following AddReal's recommendation to promote its social media profiles using the company's existing offline outlets. - As a direct result of AddReal's work, the new YouTube Channel generated 190% more channel views and 260% more subscribers/friends. - As a result of its social media marketing efforts, the company has a stronger overall sales rate. By using Facebook as a branch of its customer service department, the social network has garnered an extraordinary amount of customer feedback, ultimately improving the company as a whole. |
