1) KRS was a software development company founded in 1987 that decided to launch a new social media and mobile focused business called "I'm Bored" to list family-friendly events. 2) They initially underestimated the work needed and launched on Facebook in September 2013, gaining over 1,000 paid likes for $60 and building their page to over 50,000 total likes across several cities in South Africa. 3) While they launched their mobile app in December 2013, getting it to 1,000 downloads took the entire month and their Facebook reach and engagement dropped significantly over time, leading them to adjust their Facebook strategy and focus on content.

1. Fighting Facebook
(Creating a strong social media marketing campaign)
Lessons of a mobile services start-up

2. KRS was founded 1987
Software Developers, corporate suppliers
Branches in Cape Town and Gauteng
40+ Developers
Lorraine Steyn
Simplifier-in-Chief
(ie. Always trying to simplify systems)

3. After 27 years of business, decided to buy a boat and go sailing for a year (2013)

4. Homeschooled my son, saw beautiful places, got lots of time to think

5. Looking for something new…
 Something everyone needs
 Fully digital
 Social media business
 Mobile
 Web
 Free basic service
 Paid premium service
 International

6. What’s on service
Focus on children/families
Amalgamate and list ALL public
events
List family-friendly places
Provide free basic event listing
Paid premium placement

7. What we planned
June ’13
Created “Garage” start-up
Selected 2 developers from KRS
Devs took a salary cut and got shares
Sep ’13
Wanted basic service up in 3 months
Mobile first
Android (bigger market share)
No web

8. What really happened
Under-estimated our learning curve
3 Months was too short
Long-distance comms was a challenge
Revised plan for 6 months
Looked for a way to still launch in Sep
Voila! Facebook!

9. 19-24 August ‘13
1st Facebook Advert
$60 total
1011 Paid Likes
1260 Total Likes (+25%)
Reached 21K of 108K

10. September ’13 - Likes
Cape grew from 1427 – 2989 Likes
$110 cost of Facebook Adverts
977 Paid Likes, 1562 Total Likes (+60%)
200 Likes per day per $10 – female
100 Likes per day per $10 – male
400 Likes per day per $10 – female, friends of friends
September ’13 - Post Reach
Text Status posts 1,750 (73%)
Photo posts 1,014 (42%)
Link posts 576 (24%)
Average reach 835 (35%)
Added Joburg Page

11. Oct &Nov ’13 - Likes
Cape grew from 2989 - 9108 Likes
$340 cost of Facebook Adverts
4212 Paid Likes, 6119 Total Likes (+45%)
150 Likes per $10 – one city, all genders
Countrywide - 70 Likes per $10
Post Reach Sep Oct Nov
Text Status posts (73%) (50%) (44%)
Photo posts (42%) (37%) (25%)
Link posts (24%) (22%) (15%)
Average reach (35%) (27%) (20%)
Joburg hit 10K Likes

12. December ’13 –App Launch

13. December ’13 - Likes
Cape grew to 10K Likes
Spent $120 promoting the App to 20K fans on CT+Jhb pages
Took all December to get 1,000 downloads
Bottom fell out of the Reach statistics
Post Reach Sep Oct Nov Dec
Text Status posts (73%) (50%) (44%) (39%)
Photo posts (42%) (37%) (25%) (9%)
Link posts (24%) (22%) (15%) (7%)
Average reach (35%) (27%) (20%) (10%)
2014
(5%)
(2.8%)
(3.3%)

14. Facebook strategy now
±3 Facebook posts per day per City page (3% reach)
Plus a daily text summary (5% reach)
Friday text summary for the week-end (5% reach)
Durban added in Feb 2014
Engagement rates still low – does it matter?
50K+ LIKES
CT 19,000
Jhb 23,300
Durbs 8,700
Bloem 1,500

15. Social Media extras
5,000 subscribers on the Mobile App
Twitter streams per city
Web Application - events.imbored.co.za
All event links go to our Blog at imbored.co.za, then
to the 3rd party links:
2,500 views per week-day average

16. Content is still king
imbored.co.za/blog

17. Web App Mobile App
What happened
What the Apps look like now…

18. Lessons learned
Use Facebook ‘Insights’ constantly
Know your own stats
Target as precisely as you can
Use friends of friends targeting
Engagement helps
Check that all Links work
Text is better than images for reach
Content is King

19. Thank you!
Questions?
Lorraine Steyn / lor@krs.co.za / lor@imbored.co.za / @lor_krs