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The Case Of
The Pretty Pink Purse:
MEASURING THE FALLOUT
KathleenHeuer.com
READ THE REST OF
THE CASE STUDY
• The

Case of the Pretty Pink Purse:
Advertising Within a Local Facebook Group
http://bit...
THE QUICK RECAP
• Seller

advertises designer purse for sale
in local private (closed) Facebook group

• Prospective

cust...
THE SURVEY
• The

group had 4,837 members the day of the event

• 175

responded to the survey (3.6%)

• Respondents
• Thr...
THE SURVEY
1. Were you a witness to “Pursegate” on Thursday, February 6, 2014?
2. As a result of “Pursegate,” are you more...
Q1. Were you a witness to “Pursegate”
on Thursday, February 6, 2014?
• Yes, I

watched the whole thing unfold live.

• Yes...
Saw the whole thing
Saw most of it
Missed some of it
Saw something, but not much
Missed the whole thing.

7%
29%

7%

31%
...
Q2. As a result of “Pursegate,”
are you more or less likely to purchase
products or services from the seller in question?
...
Not a prospective customer
Prospective customer

33%
57 people*

67%
125 people*
*People must have checked
more than one b...
As a result of “Pursegate,” are you more or less likely to purchase products or services from the seller in question?
Less...
All things being equal,
people will do business with,
and refer business to,
those people they

know, like and trust.
-Bob...
As a result of “Pursegate,” are you more or less likely to
purchase products or services from the seller in question?
Plea...
As a result of “Pursegate,” are you more or less likely to
purchase products or services from the seller in question?
Plea...
As a result of “Pursegate,” are you more or less likely to
purchase products or services from the seller in question?
Plea...
Q3. If “Pursegate” changed
the likelihood of purchasing
from the seller,
what comment, question,
or overall “vibe” changed...
What changed your mind?
“The fact that she clearly lied
about what price the purses
were going for online.
If she is disho...
What changed your mind?
“I did not like her attacks on the group.
I was inclined to believe the person
who was telling us ...
What changed your mind?
“Definitely the defensive attitude of the seller
and the lashing out that followed.
It made her see...
What changed your mind?
“I didn't like how she kept on posting.
It made her look childish and I'm sure [it] may have
turne...
What changed your mind?
“…I would not consider buying something from someone like that.
It's completely inappropriate to r...
What changed your mind?
“It's not about the purse, it was about
how unprofessional she acted.
Not much care for her custom...
What changed your mind?
“The part where ‘slander’ and ‘sue you’ were used.”
“Something along the lines of
‘Is there an att...
“I don't hate on someone trying to make a buck.”
“I feel she was attacked and lost her cool.
I would give her a chance to ...
KATHLEENHEUER.COM
digital marketing

Got a question about social media?
kathleen@kathleenheuer.com
@kathleenheuer
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Facebook Marketing Case Study: The Case of the Pretty Pink Purse

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The final piece of the 3-part case study on marketing within a Facebook group. Poor decisions lead to an epic social media meltdown, resulting in alienating 3/4 of prospective buyers.

Publié dans : Marketing
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Facebook Marketing Case Study: The Case of the Pretty Pink Purse

  1. 1. The Case Of The Pretty Pink Purse: MEASURING THE FALLOUT KathleenHeuer.com
  2. 2. READ THE REST OF THE CASE STUDY • The Case of the Pretty Pink Purse: Advertising Within a Local Facebook Group http://bit.ly/pursecasestudy1 • Pass the TEQUILA: Preventative Medicine for Social Media Meltdowns http://bit.ly/pursecasestudy2 • The Case of the Pretty Pink Purse: Measuring the Fallout http://bit.ly/pursecasestudy3
  3. 3. THE QUICK RECAP • Seller advertises designer purse for sale in local private (closed) Facebook group • Prospective customer in the group spots same item for significantly less elsewhere online • Seller makes a series of poor choices, resulting in a social media meltdown. • Group member dubs the incident “Pursegate”
  4. 4. THE SURVEY • The group had 4,837 members the day of the event • 175 responded to the survey (3.6%) • Respondents • Three were likely those who had the strongest feelings about the event questions • SurveyMonkey.com
  5. 5. THE SURVEY 1. Were you a witness to “Pursegate” on Thursday, February 6, 2014? 2. As a result of “Pursegate,” are you more or less likely to purchase products or services from the seller in question? 3. If “Pursegate” changed the likelihood of purchasing from the seller, what comment, question or overall “vibe” changed your mind?
  6. 6. Q1. Were you a witness to “Pursegate” on Thursday, February 6, 2014? • Yes, I watched the whole thing unfold live. • Yes, I saw a lot of it as it happened. •I saw some, but not the whole thing. •I saw something about it, but not much. •I missed it. • Other (please specify)
  7. 7. Saw the whole thing Saw most of it Missed some of it Saw something, but not much Missed the whole thing. 7% 29% 7% 31% 27%
  8. 8. Q2. As a result of “Pursegate,” are you more or less likely to purchase products or services from the seller in question? • More • Less likely. likely. • About •I the same. was never a prospective customer. • Please explain.
  9. 9. Not a prospective customer Prospective customer 33% 57 people* 67% 125 people* *People must have checked more than one box. Poor survey design on my part.
  10. 10. As a result of “Pursegate,” are you more or less likely to purchase products or services from the seller in question? Less likely Just as likely More likely 28% 16 people 41 people 72% More likely to purchase? 0 people
  11. 11. All things being equal, people will do business with, and refer business to, those people they know, like and trust. -Bob Burg
  12. 12. As a result of “Pursegate,” are you more or less likely to purchase products or services from the seller in question? Please explain. “Since she mis-represented the purse she was selling, claiming it to be a different and more expensive version than it actually is, I would be very hesitant to buy anything from her, knowing she lied about that.” “The seller has always been ‘off ’ for me due to her advertising techniques. … She has become more and more aggressive, and I don't usually buy from aggressive sellers anyhow. I don't trust them in any field of business.”
  13. 13. As a result of “Pursegate,” are you more or less likely to purchase products or services from the seller in question? Please explain. “…Her constant posting is annoying. I know full well that I can ‘keep scrolling,’ but that doesn’t change the fact that I always see it. Furthermore. …never once would I…threaten to sue. She behaved inappropriately.”
  14. 14. As a result of “Pursegate,” are you more or less likely to purchase products or services from the seller in question? Please explain. “I did try to go to the Etsy store, which I've never done before.” “Will continue to be a customer.”
  15. 15. Q3. If “Pursegate” changed the likelihood of purchasing from the seller, what comment, question, or overall “vibe” changed your mind?
  16. 16. What changed your mind? “The fact that she clearly lied about what price the purses were going for online. If she is dishonest about that, how can I trust anything she says?”
  17. 17. What changed your mind? “I did not like her attacks on the group. I was inclined to believe the person who was telling us about the factory ‘difference.’ ” “The bickering. As they say, the customer is always right. Don't argue, keep your mouth shut, and interested people will come along.”
  18. 18. What changed your mind? “Definitely the defensive attitude of the seller and the lashing out that followed. It made her seem more guilty and made me question her ability to handle any potential issues that can sometimes arise when you're buying any product.”
  19. 19. What changed your mind? “I didn't like how she kept on posting. It made her look childish and I'm sure [it] may have turned some possible customers away.… She did not need to keep the drama going.” “She needs to watch her comments in posts. In my opinion, she is a small business owner and should conduct herself in a personal, professional manner so fights over petty things do not get blown out of proportion.”
  20. 20. What changed your mind? “…I would not consider buying something from someone like that. It's completely inappropriate to respond rudely to people on a public forum.… How do I know…what they are going to say about me? It's better to ignore the negative and apologize for any misunderstanding than to cause drama.… Just bite your tongue and move on….”
  21. 21. What changed your mind? “It's not about the purse, it was about how unprofessional she acted. Not much care for her customers who felt they were cheated.” “The fact that after the ‘Pursegate’ incident she actually posted more things for sale. She should have let it fizzle down, but it was like she was taunting the ones annoyed the most by her post.”
  22. 22. What changed your mind? “The part where ‘slander’ and ‘sue you’ were used.” “Something along the lines of ‘Is there an attorney that works with small businesses?’ on the EXACT same forum that the people she was threatening to sue use. Were they supposed to go running at the threat?”
  23. 23. “I don't hate on someone trying to make a buck.” “I feel she was attacked and lost her cool. I would give her a chance to explain her actions though and let that determine if I would buy from her.” “It's a free market. Do I AGREE with the seller? NO! Do others (including companies) buy and try to resell at a large profit? ABSOLUTELY.” “U admins need a life”
  24. 24. KATHLEENHEUER.COM digital marketing Got a question about social media? kathleen@kathleenheuer.com @kathleenheuer

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