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Engagement - FB Marketing Conference
- 1. Engagement: the true measure of successful Facebook communities Wednesday, March 27th, 2013
- 2. Engagement Intro Who We Are: Breanne Schroder Digital Community Specialist, rGenta We develop and carry out comprehensive digital strategy for a suite brands, personalities, films, and non-profits. Among these, we represent one of Canadas Top 2 Engaged Pages on Facebook (socialbakers.com) Why Were Here: We see organizations of all sizes create and manage Facebook pages with the wrong goals in mind. They are focused on growing their pages, garnering impressions and bombarding their fans with branded content every day. How we are approaching social needs to change!
- 3. Engagement What is it? Engagement is more than just the size of a community or the number of visits you acquire. Engagement requires dialogue. It commands the ability to choose how and when to engage and a unique, yet integrated intention across each channel. What is especially important is whether or not people are genuinely interacting with you, and you with them. Engagement defines the core of the relationship between consumers and organizations.
- 4. Engagement Best Practices 1. Encourage your engagement plan to extend outside of your brands personal domains and interests 2. Gain leverage through collaboration with your fans. Use user- generated-content in your content plan! 3. Earn connections by allowing for and showcasing appreciation for advocacy. Reward the loyal and the influential with perks
- 5. Engagement Best Practices 4. Define and stay true to a digital identity / character. Let go of the stuffy brand messaging customers are used to seeing in marketing. Be genuine, personable and tackle the hard stuff face on 5. Listen to your community directly or indirectly, they will tell you how they want to be engaged with 6. Dont just push content, get involved. Show up, participate and be an authentic and regularly active member of your communities
- 6. Engagement Best Practices 7. Actually act on inquiries. Have a system in place to address them in a timely fashion and follow up 8. Set the tone for conduct and hold yourself and your community accountable. A safe, welcoming and positive environment creates fertile grounds for engagement 9. Avoid the use of canned messaging. Even for commonly asked questions, fans notice when you copy and paste a generic response
- 7. Engagement Best Practices 10. Empower and train your Community Manager(s). This person shouldnt simply be social media savvy, they require copywriting, marketing, PR, customer service, time management, analytics and planning skills. They are the voice and face of your brand online. Understand this job is not conventional! Our CMs work from the office and from home, at various intervals during the day from 9am-10pm. They need to be present when your community is most alive.
- 8. Engagement Case Study: Crystal Head Vodka Key Elements for Success Strong customer service & response rate to fan posts Appreciation and promotion of UGC Compelling brand story & voice Frequent promotions & giveaways to promote regular engagement and showcase appreciation Timing of posts (late evening) Influencer program (perks for loyal and influential) Personal relationship between CM and fan base
- 9. Engagement Case Study: Revolution (film) Key Elements for Success Rapid response rate to all fan comments and inquiries Content plan is very rich media based CM works with designer to produce compelling posts Brand champion (Rob Stewart) Calls-to-action people are more likely to engage when given a simple ask Appreciation and sharing of UGC Address the hard questions face on
- 10. Engagement Questions? Breanne Schroder Digital Community Specialist rGenta @rGenta bschroder@rgenta.com www.rgenta.com *Will post 際際滷Share link immediately after this presentation on Twitter