Social Media Engagement
Objectives:
To motivate a company’s team members to further engage with the brand’s voice in social media conversations about the company and their portfolio companies.
Assumptions:
Company’s employees are not as engaged with the brand on social media because they don’t know what to say, how to say it and when to say it.
Solution:
10 employees installed the Echo keyboard where they had access to predetermined templates created by a social media manager. The employees were now tasked with engaging with the company, brand, employees, and associates of the company on social media using these predetermined templates.
Key Elements in Echo Templates:
Recommended #Hashtags
Correct Twitter Handles
URLs
Ideas on Different Topics
29 Templates were created on 13 topics
Results:
Learnings:
We saw a brand accuracy of 100% on all our tweets posted with Echo
Even when people personalized their post a bit, they still used proposed hashtags and correct Twitter handles.
With only 7 users, Twitter mentions of our brand increased by 8% in 40 days.
A larger/more engaged community will increase this number. Finding ways to get users more engaged is a priority.
Engaged users increased their number of mentions by 175% in average after they started using Echo.
While one of the users frequency to mention the brand did not increase, the user who saw the most abrupt change reported an increase of 650% (from 4 to 30 mentions)
People might don’t promote your brand because they don’t know what to say not because they don’t want to to do it.
10 out of 13 77% topics proposed to users generated engagement. Only 3 topics where not attractive to users.
Give your team ideas and help them build a message and they will promote your brand.
New Twitter Followers Increased by 40%.
Your employees are your best brand advocates. Give them the tools and they will bring followers.
