13. SOCIAL MEASUREMENT CASE STUDY:
Motorcycle Superstore (Motorcycle-Superstore.com) is the leading
retailer of motorcycle gear, parts, accessories and clothing in the
U.S. Operating through the Internet for over a decade, the site
receives about a million visitors per month.
To increase brand engagement, create a sense of community and
drive traffic to the website, the company launched a Facebook page
in the summer of 2009. To measure the impact of various ads and
promotions, Motorcycle Superstore deployed Webtrends Analytics,
already in use on the website, for its social media analyses.
Initially, the Facebook page was promoted by a single ad of general
interest on the website, and the click-through rate (CTR) was 0.05%,
which is the industry average.
Sports Bike persona
Facebook ad 0.50% click-
through rate - 10X increase
Original Facebook promotion
ad 0.05% click-through rate