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