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.

Business Technology

Anna Ermann Stefanie Hecht
@phaerearwen @frau_hecht

Social Media Manager PLAYMOBIL Account Manager We Are Social

we are social

Key Element of communication in Social Media...
The PLAYMOBIL Figure

we are social

A product with tradition...
Since the market launch in 1974 more than 2,5 bn. figures have
been produced.

we are social

Good starting conditions for engagement in Social Media...
à high product quality
à well working CRM
àemotional und likeable product

we are social

A new target group...
Adult PLAYMOBIL customers and fans

we are social

All fans are not created equal...
Different offers for different target groups

we are social

Adult customers, who buy PLAYMOBIL for their kids
à National Facebook Fanpages

we are social

Collectors, who buy PLAYMOBIL for themself
à PLAYMOBIL Collectors Club

we are social

Customers and fans with connection to a PLAYMOBIL subsidiary
à National Facebook Fanpages

we are social

Customers and fans without connection to a PLAYMOBIL subsidiary
à International Facebook Fanpage

we are social

Visitors of the PLAYMOBIL FunParks
à Facebook FunPark Fanpages

we are social

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

we are social

Basis of PLAYMOBIL‘s engagement in Social Media...

we are social

Quality of interaction and dialog is more important than
total reach and quantity

we are social

Engagement is arranged long-term – not seen as a short time
online campaign

we are social

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

we are social

Basis: Monitoring of Fan Interactions

we are social

Monitoring of Engagement Rate

we are social

User Content as key element.
More than 2.500 Fanposts
à User Content is integrated and featured actively

we are social

User Experience is extended through
„My Story“ App

we are social

The App shows about 20 theme worlds featuring products of 35
years in a timeline
à Link between nostalgia und actuality

we are social

Each theme world is enriched with behind the scenes stories by
PLAYMOBIL

we are social

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

Outlook:
Beyond Facebook...

we are social

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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 àemotional und likeable product we are social

6. Challenges 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

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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Case Study: Driving Successful Engagement and Adapting to Customer Needs, Anna Ermann, PLAYMOBIL and Stefanie Hecht, We Are Social English Version