Case Study: Traditional Furniture Company Builds Momentum through Social Media

Est. Reading Time: 3 minutes

Twitter Link Building Campaign and Facebook Giveaway Engages Fans, Builds Positive Brand Image, and Increases Site Links.

Challenge:  Along with companies investing in more traditional web

marketing activities like SEO, PPC and conversion optimization, Social

Media has become a major component to marketing strategy as a

whole. Beacon Technologies began social media efforts for an

International Furniture Retailer in early 2010. There were growing

expectations for how to measure the return on such investments and

to increase that return. The desired return in this case was customer

engagement, positive brand image and SEO benefits like link building

and driving traffic to the client website.


Business Solution: In order to acheive success in multiple channels

and hit our return goals, Beacon formulated simultaneous promotions

for Facebook and Twitter to coincide with the launch of a new product.

In addition, the frequency and level of customer engagement were

greatly increased in order to spread the word and create enough

interesting content to entice people to stay connected to the client

even after the promotions had ended. Due to Facebook promotion

restrictions and the social network’s inability to have status updates

and links indexed in Google, Beacon chose to hold a more involved link

building campaign on Twitter and have a simple product sweepstakes

on Facebook. These efforts were promoted on social networks and the

client website. Client provided no budget for paid advertising.

Twitter: Beacon provided legal copy for the promotion then used

tweets, a promotion-specific Twitter background, Facebook status

updates, and a Facebook tab to advertise the promotion. One item was

given away once a week for five weeks. Clues were tweeted about the

weekly item and followers had to visit the client website, try to guess

the item, then tweet the link to the item along with the hashtag for the

promotion. A winner was selected at random from all correct guesses at

the end of each week.

Facebook: Beacon created a simple sweepstakes on Facebook to

promote a new product launch and to keep Facebook fans engaged

while the focus was on Twitter. This cross-promotion maximized

network exposure.

Results: Beacon provided a significant positive return from the above

social media efforts. Combining a stimulating promotion where visitors

could participate and share for a greater number of smaller prizes with

one large exciting giveaway, and increasing good social content,

resulted in positive gains across the board. Please see campaign results

to the left for specific numbers.