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