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Engagement: the true measure of successful Facebook communities
Wednesday, March 27th, 2013
Who We Are:Breanne SchroderDigital 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 Canada’s Top 2 Engaged Pages on Facebook (socialbakers.com)
Why We’re 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!
Engagement Intro
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.
Engagement What is it?
1. Encourage your engagement plan to extend outside of your
brand’s 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
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. Don’t just push content, get involved. Show up, participate
and be an authentic and regularly active member of your
communities
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
Engagement Best Practices
10. Empower and train your Community Manager(s). This
person shouldn’t 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 CM’s 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.
Engagement Best Practices
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
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
Breanne Schroder
Digital Community Specialist
rGenta
@rGenta
www.rgenta.com
*Will post SlideShare link immediately after this presentation on
Engagement Questions?
