On social media platforms people share and cultivate their passions, they exchange opinions, comment, rate and enjoy togetherness. Not infrequently they form communities to their preferences to talk about their interests. They want to have a say, they want to be asked, and they want to see what others think about the issues they are talking about.
Exactly why the integration of Communties can be meaningful also for brands. If you do it wisely, you can be quite successful with the integration of your own brand community via platforms like Facebook. What does it take? Above all, knowledge about the passions and interests of the people and the targeted use of various possibilities of community involvement.
Brands can use communities, such as Facebook groups, in a variety of ways. You can create new groups yourself and initiate a new “committed fan base” with a unique, creative idea. You can invite members of their pages. And they can draw attention to their group via competitions and Facebook ads. However, the groups should always have an added value for the members and additionally provide activating elements so that something really happens there.
Digital guru Gary Vaynerchuck rightly called Account Takeovers a great example of a 50/50 exchange of values, a partnership between brand and influencer that actually serves both sides equally. And he is absolutely right. And that’s exactly why so many companies (including AboutYou) are currently experimenting with it. Account takeover refers to the temporary “hijacking” of a market account by an influencer or by a community member, which was previously selected for example by a raffle. Account takeovers are also a good way to build a strong community, because they make the company particularly accessible.
User Generated Content
On social media platforms like Facebook or Instagram, businesses benefit from their community’s activity, especially their content and engagement with business content. For brands that want to give a community a framework for open exchange, this means: strong focus on stimulating user-generated content – in the form of stories, videos and photos. There are now many fine examples of campaigns that rely on this type of content and use it for their own channels.
Surveys about posts or stories are a great way to actively involve your community in decision making or ask for their opinion. In Stories, pictures can be processed via stickers and GIFs extremely entertaining. The limited response options polarize, immediate results reflect a very direct opinion. Both are perfect triggers for further interactions.
Live Q & A
Q & A sessions, for example via Facebook Live, are an important tool to stimulate direct exchange with the community. Well prepared, authentically moderated and started with good icebreaker questions, bring such questioner lots of traffic. In addition, the reach of these lives can be pushed via well-known moderators or participants as well as competitions.
Red Bull shows how it works
Typical of a brand that is always a bit off the beaten track, Red Bull called for a student challenge that included the ‘Can You Make It?’ Challenge. The goal: to inspire young students for the Red Bull brand. The idea: Participating teams should travel across Europe – without cash and credit card. Instead, 24 Red Bull tins were used as currency, which had to be exchanged for food, sleep and transport with much charm and negotiating skills. The challenge: On the way, the teams should experience as many adventures as possible, with videos, photos and co document and at best top the other teams with their own adventures. Student teams from all over the world could apply.
27 million video views and 4.3 million unique viewers
In April 2018, more than 200 teams from 60 countries started their seven-day adventure trip. The entire Challenge was accompanied with videos on Facebook. Surveys and live videos actively involved the community. The attendance was substantial: more than 27 million video views and 4.3 million unique viewers – these are just two of the success stories of the Red Bull ‘Can You Make It?’ Challenge.
The activation of the community was prepared in three stages: A broad awareness campaign drew students’ attention to the challenge. In a video campaign on Facebook and Instagram, Red Bull called on the community of young students to face the ‘Can You Make It?’ Challenge. A Messenger Bot helped with the application as a coach and was also supportive during the competition. Finally, in the sharing phase, #Can You Make It? shared all the students’ interesting, Europe-wide adventures. From this user-generated content, Red Bull created several ‘Best of: Can You Make It?’ Compilations on the Red Bull ‘Can You Make It?’ At the end of the challenge. Facebook page were published.
Christina Keller leads the Creative Shop for Facebook and Instagram in Central Europe. Together with her team, she supports companies and agencies in developing innovative ideas for the Mobile First environment. Before joining Facebook in August 2015, she worked for several advertising agencies – including Jung von Matt, TBWA and DDB – and later on for Deutsche Bahn.