Castrol Motor Oil Builds Loyalty With Online Communities, Social Media Techniques
One involved assigning unique tracking codes to promotional programs by medium. A promotion or rebate downloaded from a Facebook page would have a different unique tracking code and landing page than a rebate or promotion downloaded from Twitter, for example.
"We could easily track, by code, how many rebates were downloaded via Twitter versus Facebook," Krin said.
Castrol also tracked engagement with its brand by posts. Here, Castrol relies on Facebook Insights, Facebook’s fan page traffic analytics service. The service enables fan page owners to collect and analyze page interactions and the overall quality of their pages’ content. It also gives companies aggregate scores based on how well their fan pages are doing in terms of number of posts compared to other fan pages of similar size.
"Facebook Insights has been extraordinarily important when selling our social media programs to upper management," Krin said.