Case Study: DZsocial.com Facebook Campaign

DZsocial's Facebook Campaign continues to be very successful. We've increased by 150 fans in 7 days --  about 1/3 of those new fans have translated into members on DZsocial.com

We started at ground-zero with the DZsocial Facebook page -- so it's been gratifying to see it grow so quickly (more than 100% in a week!)  There are a few things we can point to as keys in the success of the pages rapid spread among our target audience:

1.) Utilization of a Custom Landing Page for "non-fans"

This was incredibly important because visitors to the the DZsocial Facebook page likely had not heard of the website prior to their initial visit (the site only launched last month.) By creating a landing page that mimicked tbe front page of  www.dzsocial.com -- we were able to give users a lot of information on one screen. That's something we couldn't have accomplished with a standard FB business page alone.

2.) Creation of a custom Facebook application

By creating a fun and easily spreadable "gifting" application on Facebook -- New Nectar was able to integrate the name "DZsocial" and "DZsocial.com" into a fun and enjoyable application that users voluntarily spread to other members of our target demographic.

3.) Incorporation of a Facebook "widget" on the website

The front page of www.dzsocial.com contains a Facebook "fan" badge (Facebook's term for the widget that displays information about the current number of fans, updates, posts, etc...) This meant that every visitor to the site was aware of the FB page. It also meant that visitors that had found the page via FB were aware of the integration on the site. This made it clear that DZsocial hadn't simply "thrown a Facebook page together" -- but rather they were dedicated to interaction between the site & its members.

4.) Use of Facebook Connect

While Facebook Connect isn't a viable solution for every webpage -- it certainly was a good fit for DZsocial.  Fans of DZsocial on Facebook were able to join the site with one click versus actively filling out a form. So far, about 20% of members who have joined the site have done so using Facebook Connect.

5.) New Nectar was able to tap into the existing community of skydivers on Facebook

DZsocial.com is a website that provides skydiving information and an integrated skydiving social network.  Due to this highly-specialized target demographic -- it was very important for New Nectar to tap into that network of users and facilitate the spread of information about both the website & the FB page.  We were able to do that by contacting and connecting with thought-leaders within that community.

Campaign Summary:

It's too early to formally "summarize" our experiences with this campaign. New Nectar is continuing its efforts to promote both the Facebook page and the main website. We are pleased however with the early successes of the Facebook campaign and we look forward to applying the lessons we've learned to other projects.

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