#GorkanaSocial panel event: Amy Butterworth, We Are Social
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#GorkanaSocial panel event: Amy Butterworth, We Are Social

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Amy Butterworth for We Are Social's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.

Amy Butterworth for We Are Social's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.

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#GorkanaSocial panel event: Amy Butterworth, We Are Social #GorkanaSocial panel event: Amy Butterworth, We Are Social Presentation Transcript

  • we are socialHow to build relationships & drive advocacy on social media
  • Case Study:Team Volcanicity we are social
  • Previously, Volvic UK’s facebook content focussed on the product
  • Engagement Rates were low as fans couldn’t relate to the content we are social
  • As Facebook is pushing brands to deliver content that’s asrelevant as the status updates you see from your friends… we are social
  • …it was really important to develop a strategy to truly engage with our fans – talk to them on their level about things that are relevant to them
  • So, how did we do this?
  • We decided to let Volvic fans take charge…
  • …And so, the search was on for ‘Team Volcanicity’ we are social
  • The aim was to find ‘Real’ Community Managers… we are social
  • ..who would create content that would resonate with their peers… we are social
  • …key to driving advocacy & engagement we are social
  • The campaign started with a facebook competition we are social
  • ...Meanwhile, we also reached out to influential bloggers, who became our Team Volcanicity Founding Members we are social
  • …We ran selection days & google hangouts to find content creators who possessed ‘Volcanicity’
  • And finally Team Volcanicity were born!
  • Since adopting a new ‘fan-focussed’ content strategy, engagement has increased… we are social
  • And the organic reach of the page has increased by 213% we are social
  • Top tips for buildingrelationships & drivingadvocacy on social media we are social
  • Know your audience we are social
  • Be Human! Tone of voice is really important we are social
  • Build Rapport – Comment, Reply, Share we are social
  • Make it relevant: Don’t just push products! we are social
  • Find out what makes your bloggers/influencers tick we are social
  • Test and Learn! we are social
  • Thank you. we are social