community engagement is everything
You’ve heard it said, “If you’re on social media, then be social”.
I say it’s about serving the community you’ve got and the community you want.
What social engagement looks like
M1 - Product Research Project
The product, the Owner’s Rewards Card (a Credit Card by M1), didn’t hit projections. In fact, it didn’t come close.
While the marketing team was questioning what went wrong, the PM asked me to do anything I could to create some social buzz around the product to see if there was any saving the product.
So I took to Twitter…
You’re looking at select Tweets from a 30-day guerilla social engagement sprint. This tactic can be effective and is free, but it burns time like no other. By constantly liking, commenting, and responding to in-the-moment conversations, I lifted our target markets’ product awareness within their native online communities.
24K Impressions
584 Engagements
61 Published posts
What community engagement looks like
RWC - Nurturing Brand Ambassadors
My mother taught me to always say “Thank you”.
When it comes to engaging with Brand Ambassadors, saying “thanks” goes a long way.
You’re looking at content our Brand Ambassadors posted of our “Thank you gifts" to them. We never posted that we were sending out goodies nor did we make calls for new brand ambassadors to come on board. These efforts were entirely organic, from the social team’s desk, and driven by yours truly.
Why spend time, money, and energy on a Brand Ambassador Program? Because it’s the right thing to do to thank your loyal customers. And most times, they respond in earnest.
Over 50 Brand Ambassadors
Over 15 became Influencers
Countless UGC posts, reviews, and references can be attributed directly to this program.
This little cutie is the daughter of one of the brand ambassadors I was nurturing from the social team. Did I consciously say "This plumber is going to be a paid influencer one day."? No. What I did say was, "He's a new dad, we should send him something." I loved making gift baskets for the long-time customers turned parents. And I loved seeing these photos even more.
A real brand champion. Peter took on the role of educating his fellow plumbers in the comments on when to best use our brand's products. TBH, he made my job a lot easier. I would pin his comments when appropriate. To show him my appreciation, we sent him a swag box with everything pictured. He later became an official influencer with our brand.
My philosophy: Take care of people. This guy loved our products. Unfortunately, his tool box was stolen with hundreds of dollars of our products inside. We sent him a new one free-of-charge (without him requesting it). After that, he would sing our company praises in the comments and to his colleagues.
I like to meet people where they're at. This gentleman knew sometimes a plumber's gotta do what a plumber's gotta do. When he needed a solution for when he was in a tight spot (literally and figuratively) he knew to come to SharkBite. We coached him around improper installations and when to use our products for the best install yet.
What holiday engagement looks like
RWC - Social Campaign Engagement
Careers in Construction Month was a cross-channel marketing campaign. As the social team, we enjoyed adding an organic social push to recognize all the tradespeople in the field. Plumbers love jokes, love Instagram, and love to tell you why their job is so pivotal.
We took advantage of all 3 with this IG engagement story. "Things that go wrong on the job site" is an easy way to keep plumbers engaged while tee-ing up our own product as a solution.