case study: driving successful engagement and adapting to customer needs, anna ermann, playmobil and...
Post on 18-Oct-2014
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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.TRANSCRIPT
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PLAYMOBIL – Case Study
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Anna Ermann @phaerearwen
Social Media Manager PLAYMOBIL
Stefanie Hecht @frau_hecht
Account Manager We Are Social
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Key Element of communication in Social Media... The PLAYMOBIL Figure
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A product with tradition... Since the market launch in 1974 more than 2,5 bn. figures have
been produced.
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Good starting conditions for engagement in Social Media... à high product quality à well working CRM
àemotional und likeable product
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Challenges
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A new target group... Adult PLAYMOBIL customers and fans
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All fans are not created equal... Different offers for different target groups
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Adult customers, who buy PLAYMOBIL for their kids à National Facebook Fanpages
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Fans of the brand, who played with PLAYMOBIL as a child à Facebook Fanpages
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Collectors, who buy PLAYMOBIL for themself à PLAYMOBIL Collectors Club
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Customers and fans with connection to a PLAYMOBIL subsidiary à National Facebook Fanpages
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Customers and fans without connection to a PLAYMOBIL subsidiary à International Facebook Fanpage
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Visitors of the PLAYMOBIL FunParks à Facebook FunPark Fanpages
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Need for structures across national borders
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Organisation & Workflow à Key control: Social Media Manager
à Community-Management and CRM: on site subsidiaries à Support in coordination and implementation: agency
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Basis of PLAYMOBIL‘s engagement in Social Media...
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Quality of interaction and dialog is more important than total reach and quantity
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Customer loyalty and brand image support have priority over sales interests in Social Media
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Engagement is arranged long-term – not seen as a short time online campaign
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International Fanpage: Increase of Fanbase since start: 149%
Engagement Rate: 0,68% Above norm à without Ad campaign!
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Content is adapted for customer needs and preferences à Interaction rate above average
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Basis: Monitoring of Fan Interactions
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Monitoring of Engagement Rate
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User Content as key element. More than 2.500 Fanposts
à User Content is integrated and featured actively
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User Experience is extended through „My Story“ App
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The App shows about 20 theme worlds featuring products of 35 years in a timeline
à Link between nostalgia und actuality
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Each theme world is enriched with behind the scenes stories by PLAYMOBIL
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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.
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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 products
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Outlook: Beyond Facebook...
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THANKS! Questions?