Fuelmywebsite case study with:-

Description:
The Blackface Meat Company is a small family business, rearing Blackface sheep and Galloway cattle on their heather clad hill farm in the South West of Scotland. They supply a wide range of high quality, oven-ready game from selected Scottish estates and also source slow grown 'Iron Age' pork and Christmas turkeys from nearby farms. This outstanding meat is now available all over the UK via an efficient home delivery service.

Website:

http://www.blackface.co.uk

Campaign objectives:
To get coverage on blogs and help validate the brand online to a new audience that may have not heard of their business. Long term goals to have the reviews rank on the first two or three pages of Google to help validate the brand to web surfers.

Messages:
Promoting succulent home reared mutton - getting the bloggers to experiment with various recipes. For The Blackface Meat Company it was a perfect way to showcase and demonstrate the high quality and standards of a company that takes pride in supplying the best possible meat to its customers.

Blogger Reward:
The bloggers all received a rack of mutton each, they were able to test the companys delivery efficiency as well as experience a high level of customer service. Meat packaging and of course the taste all went under the scrutiny of independent bloggers.

Solutions & Service:

1. Blackface gave us content and images to use for our blogger marketing 2. Newsletter sent to our UK network of independent bloggers offering opportunity to review the meat in return of a full unbiased review. - note this could have been sent globally to over 40,000 bloggers. 3. We tweeted the opportunity to over 3,000 followers, predominantly bloggers and press.

Example of newsletter article

Over 50 bloggers came forward willing to take part in the campaign we submitted a list of 20 pre-selected bloggers all ranging from pr 1 to 5 and Blackface selected 8 bloggers they wanted to work with.

4. Reviews published by independent bloggers that have received a rack of mutton from Blackface:

http://littlegreenblog.com/family-and-food/nutrition/experiments-in-mutton/

http://www.clearyourheart.net/2011/09/clear-your-plate-mutton-fast-slow-stew.html

5. Branded Testimonial Widget/Code: All the widgets are created in HTML and fully customisable to fit within the businesses website look and feel, we advise every business to set up or add this code to their reviews or testimonial page as it is far more valuable to a new customer than the simple, and easily faked:Terry from Essex I love the meat it is great.

See a live example of a live testimonial page on Iffyton:www.iffyton.co.uk/index.php/reviews/

6. NFC Enabled Stickers: Worth 60 each we send an NFC enabled sticker to every business that has reviews with Fuelmywebsite, thanks to our recent partnership with Nokia, we are able to send offline traffic to your Facebook page (ie people walking past or entering your shop/office). The technology was launched heavily in 2011 on all new smartphone devices, including Blackberry, Android and iPhone coming in next launch during 2012. People with these devices, estimated to be the majority of all mobile phone users by 2013, will be able to simply tap their phone on the sticker and be sent directly as a fan to your page. See an example of the sticker in a cafe below.

How important are reviews and testimonials?

Validate your brand - helps new customers trust you. Reputation management - spammy paid for comments and reviews about you written by competitors on ecommerce sites and forums will rank below the blog reviews on Google. According to a recent YouGov poll, 75% of online and offline purchases are made after checking online reviews. 53.5% of Internet users will read blogs this year (2011) (emarketer)

Published in September 2011 by Nielsen 1. Social networks and blogs account for nearly a quarter of total time spent on the internet 2. Social media has grown rapidly today nearly 4 in 5 active internet users visit social networks and blogs 3. 41% of Bloggers audience have a household income over $75k+ 4. Close to 40% of social media users access social media content from their social media phone 5. Social networking apps are the the third most popular among US smartphone owners. 6. 53% of active adult social network users follow a brand

Implementation Highlights:
The whole campaign took 5 weeks from beginning to completion and created positive content associated with the brand as well as highlighted a product through creative blog posts including other media platforms such as YouTube, Twitter and Facebook. The absolute key result is that the reviews are featuring in search and will drive long term validation on what is clearly a great company and brand.

Reviews

Twitter Followers

FMW Facebook Impressions

Google Search Ranking

PageRank

http://giventodistractingothers.blogsp ot.com/2011/08/blackface-meatcompany-mutton-review.html http://asmallholding.blogspot.com/20 11/08/blackface-baa-lamb.html http://thefoodiegifthunter.co.uk/http:/ thefoodiegifthunter.co.uk/gettingmutton-on-the-menu-thanks-to-theblackface-meat-company http://rocksaltuk.wordpress.com/2011 /08/18/review-the-blackface-meatcompany/ http://whitelilygreen.blogspot.com/20 11/08/blackface-meat-companyreview.html http://www.clearyourheart.net/2011/0 9/clear-your-plate-mutton-fast-slowstew.html http://littlegreenblog.com/family-andfood/nutrition/experiments-inmutton/ Combined followers and fb impressions on Fuelmyblog page

2491 200 2059

263 277 261

page 1 page1 page3

PR1 PR3 PR3

358 2231 1095 2409 10843

326 365 253 333 2078

page 1 page1 page1 page3

PR2 PR2 PR3 PR4

And finally...how it looks on Google after..

And many customers come back for reviews on more products, examples below...

JML sell products in over 80 countries and are well known for their as seen on TV products Repeat Order Examples EZ Combs April 2010 I'll be Francoise Diary of a 70s Teen Me, The Man & The Baby Turbo Snake July 2010 Daddy Papersurfer The DailyDust Cutajar Pampered Toes April 2011 High Heel Shoes Ananyah Regular Jen SpinGym November 2011 The London Diaires Blazing Minds Given To Distracting Others

Kopi is a new business founded by Kelkoo founder Philip Wilkinson, it delivers coffee to the door by monthly subscription Repeat order examples (still ongoing). November 2011 Ananyah Last Year's Girl February 2012 Miss Smidge A Small Holding Contact us - Fuelmywebsite