#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.

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#GorkanaSocial panel event: Amy Butterworth, We Are Social

  1. 1. we are socialHow to build relationships & drive advocacy on social media
  2. 2. Case Study:Team Volcanicity we are social
  3. 3. Previously, Volvic UK’s facebook content focussed on the product
  4. 4. Engagement Rates were low as fans couldn’t relate to the content we are social
  5. 5. As Facebook is pushing brands to deliver content that’s asrelevant as the status updates you see from your friends… we are social
  6. 6. …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
  7. 7. So, how did we do this?
  8. 8. We decided to let Volvic fans take charge…
  9. 9. …And so, the search was on for ‘Team Volcanicity’ we are social
  10. 10. The aim was to find ‘Real’ Community Managers… we are social
  11. 11. ..who would create content that would resonate with their peers… we are social
  12. 12. …key to driving advocacy & engagement we are social
  13. 13. The campaign started with a facebook competition we are social
  14. 14. ...Meanwhile, we also reached out to influential bloggers, who became our Team Volcanicity Founding Members we are social
  15. 15. …We ran selection days & google hangouts to find content creators who possessed ‘Volcanicity’
  16. 16. And finally Team Volcanicity were born!
  17. 17. Since adopting a new ‘fan-focussed’ content strategy, engagement has increased… we are social
  18. 18. And the organic reach of the page has increased by 213% we are social
  19. 19. Top tips for buildingrelationships & drivingadvocacy on social media we are social
  20. 20. Know your audience we are social
  21. 21. Be Human! Tone of voice is really important we are social
  22. 22. Build Rapport – Comment, Reply, Share we are social
  23. 23. Make it relevant: Don’t just push products! we are social
  24. 24. Find out what makes your bloggers/influencers tick we are social
  25. 25. Test and Learn! we are social
  26. 26. Thank you. we are social

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