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How to build relationships & drive advocacy on social media

Case Study: Team Volcanicity

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Previously, Volvic UK’s facebook content focussed on the product

Engagement Rates were low as fans couldn’t relate to the content

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As Facebook is pushing brands to deliver content that’s as relevant as the status updates you see

from your friends…

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…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’

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The aim was to find ‘Real’ Community Managers…

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..who would create content that would resonate with their peers…

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…key to driving advocacy & engagement

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The campaign started with a facebook competition

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...Meanwhile, we also reached out to influential bloggers, who became our Team Volcanicity

Founding Members

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…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…

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And the organic reach of the page has increased by 213%

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Top tips for building relationships & driving advocacy on social media

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Know your audience

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Be Human! Tone of voice is really important

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Build Rapport – Comment, Reply, Share

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Make it relevant: Don’t just push products!

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Find out what makes your bloggers/influencers tick

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Test and Learn!

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Thank you.

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