KANSAS CITY, Mo. (7/16/12)--A new social media campaign launched in June has doubled the number of page "likes" for Mazuma CU's Facebook page.
The Kansas City, Mo.-based Mazuma said it is not new to using social media to engage members in the greater Kansas City community but added the success of its Sponsored Story campaign on Facebook was "pleasantly surprising."
A Sponsored Story is an ad that acts much like a post from a Facebook friend. The story highlights something friends have an interest in and is shared with their network of friends on Facebook.
After a month of the Sponsored Story ads on Facebook, the credit union found that more than 24,000 people saw Mazuma's ad--doubling the page "likes" for its Facebook page. The campaign simply placed testimonial-like ads on its Friends of Friends pages.
"Mazuma's campaign objective using Facebook was to ramp up page likes and traffic to Mazuma's Facebook page," said Brandon Michaels, president/CEO of the $475 million asset credit union. "The key to success in advertising on Facebook is trying new things and seeing what works; finding out what people respond to. We're launching new ad campaigns all the time, most recently our Summer Auto Loan campaign."
The credit union employed Facebook's ad manager function to geo-target the campaign to include only people within the Kansas City metro area, which makes the ad expenditure "very efficient," said Andy Dickhut, Mazuma's account supervisor at Beyond Marketing LLC, Lenexa, Kan.
"Mazuma took advantage of Facebook's CPC (cost-per-click) budgeting tool so it only pays when someone clicks on the ad. Mazuma can also control its budget by setting a daily spending limit," said Dickhut.
The credit union said it plans to continue to track and use Facebook Sponsored Story advertising. "It's always exciting to discover new opportunities to engage with our members and the community," Michaels said.