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Case Study: Driving Successful Engagement and Adapting to Customer Needs, Anna Ermann, PLAYMOBIL and Stefanie Hecht, We Are Social  English Version
 

Case Study: Driving Successful Engagement and Adapting to Customer Needs, Anna Ermann, PLAYMOBIL and Stefanie Hecht, We Are Social English Version

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In this insightful case study, Anna and Stefanie explain how PLAYMOBIL, supported by We Are Social, has managed to successfully drive engagement on the Facebook Fanpages of PLAYMOBIL. This was ...

In this insightful case study, Anna and Stefanie explain how PLAYMOBIL, supported by We Are Social, has managed to successfully drive engagement on the Facebook Fanpages of PLAYMOBIL. This was achieved by constant monitoring and the consequent adaption of contents towards the needs of the audience.

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    Case Study: Driving Successful Engagement and Adapting to Customer Needs, Anna Ermann, PLAYMOBIL and Stefanie Hecht, We Are Social  English Version Case Study: Driving Successful Engagement and Adapting to Customer Needs, Anna Ermann, PLAYMOBIL and Stefanie Hecht, We Are Social English Version Presentation Transcript

    • PLAYMOBIL – Case Studywe are social
    • Anna Ermann Stefanie Hecht @phaerearwen @frau_hecht Social Media Manager PLAYMOBIL Account Manager We Are Socialwe are social
    • Key Element of communication in Social Media... The PLAYMOBIL Figurewe are social
    • A product with tradition...Since the market launch in 1974 more than 2,5 bn. figures have been produced.we are social
    • Good starting conditions for engagement in Social Media... à high product quality à well working CRM àemotional und likeable productwe are social
    • Challengeswe are social
    • A new target group... Adult PLAYMOBIL customers and fanswe are social
    • All fans are not created equal... Different offers for different target groupswe are social
    • Adult customers, who buy PLAYMOBIL for their kids à National Facebook Fanpageswe are social
    • Fans of the brand, who played with PLAYMOBIL as a child à Facebook Fanpageswe are social
    • Collectors, who buy PLAYMOBIL for themself à PLAYMOBIL Collectors Clubwe are social
    • Customers and fans with connection to a PLAYMOBIL subsidiary à National Facebook Fanpageswe are social
    • Customers and fans without connection to a PLAYMOBIL subsidiary à International Facebook Fanpage we are social
    • Visitors of the PLAYMOBIL FunParks à Facebook FunPark Fanpageswe are social
    • Need for structures across national borderswe are social
    • Organisation & Workflow à Key control: Social Media Manager à Community-Management and CRM: on site subsidiaries à Support in coordination and implementation: agencywe are social
    • Basis of PLAYMOBIL‘s engagement in Social Media...we are social
    • Quality of interaction and dialog is more important than total reach and quantitywe are social
    • Customer loyalty and brand image support have priority over sales interests in Social Mediawe are social
    • Engagement is arranged long-term – not seen as a short time online campaignwe are social
    • International Fanpage: Increase of Fanbase since start: 149% Engagement Rate: 0,68% Above norm à without Ad campaign!we are social
    • Content is adapted for customer needs and preferences à Interaction rate above averagewe are social
    • Basis: Monitoring of Fan Interactionswe are social
    • Monitoring of Engagement Ratewe are social
    • User Content as key element. More than 2.500 Fanposts à User Content is integrated and featured activelywe are social
    • User Experience is extended through „My Story“ Appwe are social
    • The App shows about 20 theme worlds featuring products of 35 years in a timeline à Link between nostalgia und actualitywe are social
    • Each theme world is enriched with behind the scenes stories by PLAYMOBILwe are social
    • Fans can ad their personal PLAYMOBIL stories, share and vote for them and get the chance to win a prize as well as a personal congratulation video each month. we are social
    • More than 55 personal fan stories have been written so far. à Fans fiddle with the history of PLAYMOBIL and their own memories intensely à Emotional bond with brand and productswe are social
    • Outlook: Beyond Facebook...we are social
    • THANKS! Questions?we are social