Mazuma Credit Union (Kansas City) is not new to social media used to engage with members in the greater Kansas City community. However, since the early June launch of Mazuma’s Sponsored Story campaign on Facebook, the results have been surprising. In Facebook terms, a Sponsored Story is an ad that acts much like a post from a friend. The “story” highlights something they have an interest in, and is shared with their network of friends on Facebook.
After one month of Sponsored Story ads on Facebook, more than 24,000 people saw Mazuma’s ad. In turn, this more than doubled the number of page “likes” for Mazuma’s Facebook page. The social campaign simply placed the testimonial-like ads on Mazuma’s “Friends of Friends” Facebook pages.
“Mazuma’s campaign objective using Facebook was to ramp up page likes and traffic to Mazuma’s Facebook page,” said Brandon Michaels, Mazuma president and CEO. “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.”
“Through Facebook’s ad manager function, Mazuma was able to geo-target the campaign to include only those within the Kansas City metro area, which makes the advertising expenditure very efficient,” said Andy Dickhut, Mazuma’s account supervisor at Beyond Marketing, LLC, Lenexa, Kansas. “Mazuma took advantage of Facebook’s CPC (cost-per-click) budgeting tool so they only pay when someone clicks on their ad. Mazuma can also control their budget by setting a daily spending limit.”
Mazuma will continue to track and use Facebook Sponsored Story advertising, particularly in light of the recent positive results and cost efficiencies. “It’s always exciting to discover new opportunities to engage with our members and the community,” Michaels added.