Gorkana Insight & Analysis Team
When customer experience software provider Satmetrix asked Threepipe to launch its latest product, the agency turned to Facebook to get the attention of time-pressured decision makers and capture sales leads...
Campaign: Launching Satmetrix Xperience
PR Team: Threepipe
Timing: November 2011
Satmetrix is the leading provider of customer experience software for some of the world's largest companies including Lenovo and Symantec. Satmetrix applications deliver full process support to help companies reduce customer churn, mobilize loyal promoters, generate more powerful insights, and drive customer obsession through accountability.
To launch their latest product, Satmetrix 'Xperience', Threepipe was tasked with finding a way to engage with time-poor decision makers and drive data capture for the Satmetrix sales team using social media.
The key objectives were to:
- Launch Xperience to a wide range of decision makers across all key sectors.
- Capture sales leads and reinforce the message that customer loyalty is the most vital metric to measure.
- Drive 50,000 site views at its dedicated product website and translate this in to data capture for the Satmetrix sales team.
We developed a series of Satmetrix-branded videos created to 'go viral' and be shared amongst the target industry professionals. These would also educate sales prospects and drive data capture.
The series of short videos put real customer service teams to the test, to highlight the importance of creating a positive customer experience. We hired a comedy actor who called customer service teams from recognisable brands to ask probing questions which we knew would lead to comical responses. The conversations were recorded, filmed and edited into a series of short comedy films.
The video began and ended with information putting the content in to context, expanding on the importance of the overall customer experience and giving background on the Satmetrix Xperience software.
Links to three of the videos:
Video one (secured over 20,000 YouTube views within the target demographic)
Video two (secured over 20,000 YouTube views within the target demographic)
Video three (secured over 20,000 YouTube views within the target demographic)
To drive data capture we built a dedicated Facebook application, featuring the video. Visitors were asked a question relating to the video to win a free trial of the Satmetrix software.
To enter the competition, visitors were required to submit their answers and contact details at which point they were encouraged to click through to the website to learn how to improve their own company’s customer experience.
To drive initial interest in the application we sent an e-shot to the existing Satmetrix database announcing the launch of the campaign.
We then targeted social media influencers (bloggers and tweeters) in each of our key audiences to highlight the campaign, drive discussion and build awareness about the campaign and to encourage their own followers to watch the videos. Different videos featuring the comedy actor calling customer service teams were launched every few weeks over the two month campaign.
The official Satmetrix Facebook page grew from a community of just 300 to more than 5,000 'Likes' over the course of the two month campaign. This campaign was the only Facebook promotion to be running at this time and no paid for advertising took place during the period.
The video content received more than 60,000 YouTube views over an eight week period, driving over 5,000 click throughs to the Satmetrix Facebook page. The competition mechanic secured details for over 800 individuals which were passed to the Satmetrix sales team.
Britt Davies, field marketing director at Satmetrix, said: "This campaign proved the value of social media marketing to our business. It took a subject which could be perceived as 'dry' and turned it into a highly creative campaign which our sales prospects enjoyed and which also highlighted the key USP’s of our new product. We are now investing more marketing spend into social media and especially the use of video."