Tuesday, October 4, 2011
Durring ExactTarget's recent Connections '11 conference, we launched the ExactTarget SocialPages application. This is an amazing new product because it takes the headache out of creating branded Facebook pages, and makes it easy to integrate them into cross-channel interactive marketing campaigns. This will certainly change what brands can do on Facebook.
NASA was one of many customers that helped shape this new product. And on top of that, Stephanie Schierholz, NASA’s social media manager, delivered an awesome presentation during Connections, walking us through NASA’s latest Facebook campaign.
Essentially NASA used the recent launch of the space shuttle Atlantis to drive deeper engagement with the agency’s Facebook fans, and promote ongoing conversation and education beyond the shuttle’s return landing and ultimate retirement.
They rolled out an “Image of the Day” tab on Facebook a couple of days before the Atlantis launch. For every fan who had not yet “liked” NASA’s Facebook page, this became the default welcome page, showcasing NASA’s most engaging content, and providing a call to action to like the page and learn more about the agency’s mission.
The image content changes daily, giving fans an incentive to engage with NASA more frequently. After liking the page, fans also see Image of the Day updates in their newsfeeds, which then drives them back to the tab again.
The results have been incredible:
- 21% increase in active users per month
- 44% increase in impressions per day
- 59% increase in interactions (likes/comments per day)
- More views on Image of the Day tab than on wall
If you haven’t liked the NASA page, I’d definitely recommend it. Who doesn’t want to see cool photos from space! And even better, Stephanie let us in on a little secret. Turns out these incredible hi-res images are available for use by the public. Check it out and enjoy!
If you couldn't join us for Connections '11, don't worry. We're already planning for next year. Be sure to join us next September 17-20 for Connections ’12.