Here’s a story of how Facebook messenger and a great youtube video can take you to perform for thousands of people.
Back in 2013 a friend of mine shared a post on Facebook about a contest she was in to perform with a famous hip hop band in a music festival called World Village Festival, in Finland. In order to get a chance to be selected to be in the main stage with the band, you had to post a video to the contest’s promo website and be in the top 5 most voted aspiring artists.
I clicked the link and I watched the video. It was quite good, but she was only in 7th place. I clicked around the site and saw the other contestants didn’t have this huge number of votes. So I decided I could be of help to my friend.
She had 262 votes up to then and I noticed the overall votes weren’t rising overnight to more than a few dozen for each competitor. So I decided I could run a quick marketing campaign with very a very targetet audience, which was certain to give me ears: my facebook friends. By then, I had a little more than 1000, but I figured out they would just scan through a post of mine, so I decided to run a Facebook Messenger marketing campaign. You see, it’s harder for friends to just ignore you there. It’s quite impolite.
The first step was to set my marketing campaign goal, which was pretty easy: place my friend in the top 5 contestants. Then I analyzed my target audience. I segmented them in three main groups: first, by religious view (my freind and I are both Bahá’ís and nearly 300 – 400 of my facebook friends were then bahá’ís too), then friends who were into music and artsy stuff and last a few social-clickers, influence-seeking friends. Last, but not least, I had to further segment each group by language (English or Portuguese). Then it was time for the easy, yet VERY repetitive, part: send the messages (which had a customized opening for each of my friends and then the “standard” request to vote).
I spent a whole sunday planning and running the marketing campaign and I must have sent around 700 to 800 messages. Then I kept checking out on the poll along the week and sending friendly reminders to some people who hadn’t yet replied my facebook message.
By the end of the contest week, my friend gathered nearly 800 votes and was 3rd place. Since my marketing campaign objective was to make her at least 5h, I’d say it was a successful campaign. Of course, my friend also advertised her video, but all in all, rising from 262 to nearly 800 votes with around 800 messages sent is a pretty nice conversion rate for any marketing campaign, don’t you think?
Now, guess who the band chose to go on stage with them?