1. Case Study
Results
• 35% of revenue comes from Facebook
• 40% of website traffic originates from Facebook
35% of handmade craft retailer’s revenue
• 70% of Page fan base are active buyers from the website
comes from Facebook
“Facebook allows us to establish and engage with an
Goals audience of about 37,000 fans with over 70% of these fans
Luulla established a presence on Facebook to:
being active buyers. Because of this we have seen a
• Increase awareness about the service 30% increase in revenue and 35% increase in web traffic
• Build a base of sellers to the site”
Tommy Ng,
• Start a community of active buyers Luulla
Approach
Build Even before the company’s website was launched, Luulla
built a Page on Facebook.
Connect
• The cover photo is a collage of all the latest products
Engage
being sold on the site
Reach
• The profile photo is the company’s logo
Influence
• The Page design is simple and easy to navigate
Build
Build Engage
Connect Luulla uses Facebook ads to attract and connect buyers
and sellers.
Engage
• 80% of ads are targeted to buyers and 20% to sellers of
Reach
handmade products
Influence
• Groups of users are targeted through ads for specific
products
• Targeting options such as “Likes and Interests” and
“Connections” are used to narrow down the profile of
Build
users who are most likely to be interested in buying
and selling on the website
Connect
Engage The Facebook Page is a vital part of Luulla’s marketing
initiatives.
Reach
• Products on sale are posted on the Page
Influence
Build • Buyers are directed to the website from the Page to
Connect
purchase the product
Engage
• All
photographs are divided into albums that are
named intuitively to make browsing easier for users
Reach
Influence
Luulla capitalized on its fan base and reached out to a
larger audience through:
• Page posts promoted to fans to reach a larger number Connect Influence
of fans
• Sponsored stories targeted to friends of fans to
increase the fans of the Page Luulla is a marketplace for handmade crafts
• Friends of connections targeting used to reach a
facebook.com/luulla.com
larger base of users with a social context
Facebook: Building Essential Connections