Has Play.com cracked the power of a Facebook Like?

Natalie Steers
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Online store Play.com has claimed it has quantified one of the biggest conundrums in business today: the power of Facebook Like. 

Using social marketing platform EngageSciences, Play.com analysed the shopping behaviour of its Facebook fans during 2011 and found those that engaged with one or more of the brand’s campaigns spent 24% more on the website than customers who had not engaged at all.  

Additionally, the research showed that consumers that made their first purchase on the site through a Facebook referral spent 30% more than average in their first year of using the website.

According to the firm, it has more than doubled its social following over the last 12 months to total more than 350,000 with an estimated fan reach of over 38m.

Adam Stewart, director of marketing at Rakuten’s Play.com, said: “We know that there is a lot of discussion at the moment about how to quantify the value of social fans. Our results show that through intelligent engagement, social fans, particularly on Facebook, are massively valuable to online retailers.

“In fact, Facebook fans can be more valuable to online retailers than those gained through paid-for channels. Our approach has helped Rakuten’s Play.com attract over two million pounds of sales in 2011 that can be directly attributed to Facebook.”


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