PLAYMOBIL – Case Studywe are social
Anna Ermann                     Stefanie Hecht           @phaerearwen                     @frau_hecht   Social Media Manag...
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 produ...
Good starting conditions for engagement in Social Media...                   à high product quality                    à...
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 soc...
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 subsidi...
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%   ...
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 ac...
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 be...
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 pers...
More than 55 personal fan stories have been written so far.  à Fans fiddle with the history of PLAYMOBIL and their own   ...
Outlook:                Beyond Facebook...we are social
THANKS!                Questions?we are social
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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

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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 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

  1. 1. PLAYMOBIL – Case Studywe are social
  2. 2. Anna Ermann Stefanie Hecht @phaerearwen @frau_hecht Social Media Manager PLAYMOBIL Account Manager We Are Socialwe are social
  3. 3. Key Element of communication in Social Media... The PLAYMOBIL Figurewe are social
  4. 4. A product with tradition...Since the market launch in 1974 more than 2,5 bn. figures have been produced.we are social
  5. 5. Good starting conditions for engagement in Social Media... à high product quality à well working CRM àemotional und likeable productwe are social
  6. 6. Challengeswe are social
  7. 7. A new target group... Adult PLAYMOBIL customers and fanswe are social
  8. 8. All fans are not created equal... Different offers for different target groupswe are social
  9. 9. Adult customers, who buy PLAYMOBIL for their kids à National Facebook Fanpageswe are social
  10. 10. Fans of the brand, who played with PLAYMOBIL as a child à Facebook Fanpageswe are social
  11. 11. Collectors, who buy PLAYMOBIL for themself à PLAYMOBIL Collectors Clubwe are social
  12. 12. Customers and fans with connection to a PLAYMOBIL subsidiary à National Facebook Fanpageswe are social
  13. 13. Customers and fans without connection to a PLAYMOBIL subsidiary à International Facebook Fanpage we are social
  14. 14. Visitors of the PLAYMOBIL FunParks à Facebook FunPark Fanpageswe are social
  15. 15. Need for structures across national borderswe are social
  16. 16. 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
  17. 17. Basis of PLAYMOBIL‘s engagement in Social Media...we are social
  18. 18. Quality of interaction and dialog is more important than total reach and quantitywe are social
  19. 19. Customer loyalty and brand image support have priority over sales interests in Social Mediawe are social
  20. 20. Engagement is arranged long-term – not seen as a short time online campaignwe are social
  21. 21. International Fanpage: Increase of Fanbase since start: 149% Engagement Rate: 0,68% Above norm à without Ad campaign!we are social
  22. 22. Content is adapted for customer needs and preferences à Interaction rate above averagewe are social
  23. 23. Basis: Monitoring of Fan Interactionswe are social
  24. 24. Monitoring of Engagement Ratewe are social
  25. 25. User Content as key element. More than 2.500 Fanposts à User Content is integrated and featured activelywe are social
  26. 26. User Experience is extended through „My Story“ Appwe are social
  27. 27. The App shows about 20 theme worlds featuring products of 35 years in a timeline à Link between nostalgia und actualitywe are social
  28. 28. Each theme world is enriched with behind the scenes stories by PLAYMOBILwe are social
  29. 29. 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
  30. 30. 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
  31. 31. Outlook: Beyond Facebook...we are social
  32. 32. THANKS! Questions?we are social

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