Lithys 2016: PayPal - Marketing Champion

Lithys 2016: PayPal - Marketing Champion

url.pngCompany: PayPal

Entry submitted by: Carolynn Bae  (Head of APAC Customer Early Life)

Community: PayPal Headstart

Lithy category:  Marketing Champion

 

PayPal is a leading technology platform company that enables digital and mobile payments on behalf of consumers and merchants worldwide. We put our customers at the center of everything we do. We strive to increase our relevance for consumers, merchants, friends and family to access and move their money anywhere in the world, anytime, on any platform and through any device.

 

We provide safer and simpler ways for businesses of all sizes to accept payments from merchant websites, mobile devices and applications, and at offline retail locations through a wide range of payment solutions.

 

Our unique promotion

 

We launched the PayPal Headstart Community to increase engagement with small business owners in 6 countries to help them through to their first transaction after signing up for PayPal and for existing businesses to increase our share of checkout through PayPal. Rather than launch the new community in the usual way we gave business owners the opportunity to connect with experts through the community and ask a question that really mattered to them and their business simultaneously helping the community gain traction and also help the business owners. We called the campaign Ask an Expert and had 3x ecommerce experts and a $100 Google AdWords incentive to kickstart the conversation.

 

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Our strategy and tactics for community promotion

 

We provided a small incentive to encourage businesses to open the invitation and to submit high quality questions. We leveraged the experts bio’s as an email and social media campaign utilizing Facebook custom audiences to capture the attention of our existing business and funnel them to the community. Our hypothesis was that business owners who are more engaged with us as they set up their business are more likely to successfully integrate PayPal into their businesses and receive their first transaction.

 

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Our results

 

Within 3 months we had a 2.5% lift in number of businesses making their first successful PayPal transaction across all 6 markets. And unexpectedly we also had a significant 1.84x increase in number of transactions for business segment that had activated PayPal in the last 3 months. During the 2 week campaign period we had over 500 new posts and 100k views.

 

Value Analytics YTD Results as of 3/31/16:

n = 266

75% of respondents indicated they were able to find the information they were looking for.

66% of those respondents indicated they would have phoned or emailed had they not found their answer.

6 Comments
Lithium Alumni (Retired)

@PayPal Team -- great submission and beautiful community!  Wish you lots of luck and can't wait to see you and the team at LiNC '16!

 

Beverly

Occasional Commentator

Awwww, thanks Beverly! We are super excited. Ellie, Stephanie and Franz are looking forward to connecting with you guys and other Lithium customers in June. I won't be there but will be watching from afar. Smiley Very Happy 

 

New Commentator

We are very excited to see the results of the PayPal Headstart Community in APAC!! Great results so far and an innovative way to reach customers and help them get their business going with PayPal!

New Commentator

Go team. Whoop,  whoop! Great results so far, and let's hope we can keep improving. clap, clap!

New Commentator

Just a really fantastic community, with great content ! And I do really appreciate the little pop up survey to gauge the level of helpfulness & feedback of the site. Good luck PayPal Team ! 

New Commentator

GOOD LUCK....GOOD JOB and continue being AWESOME!! ... GO PYPL!!!!