1. Engagement: the true measure of
successful Facebook communities
Wednesday, March 27th, 2013

2. Engagement Intro
Who We Are:
Breanne Schroder
Digital Community Specialist, rGenta
We develop and carry out comprehensive digital strategy for a suite
brands, personalities, films, and non-profits. Among these, we
represent one of Canada’s Top 2 Engaged Pages on Facebook
(socialbakers.com)
Why We’re Here:
We see organizations of all sizes create and manage Facebook
pages with the wrong goals in mind. They are focused on growing
their pages, garnering impressions and bombarding their fans with
branded content every day. How we are
approaching social needs to change!

3. Engagement What is it?
Engagement is more than just the size of a community or the
number of visits you acquire. Engagement requires dialogue. It
commands the ability to choose how and when to engage and a
unique, yet integrated intention across each channel. What is
especially important is whether or not people are genuinely
interacting with you, and you with them. Engagement defines the
core of the relationship between consumers and organizations.

4. Engagement Best Practices
1. Encourage your engagement plan to extend outside of your brand’s
personal domains and interests
2. Gain leverage through collaboration with your fans. Use user-
generated-content in your content plan!
3. Earn connections by allowing for and showcasing appreciation for
advocacy. Reward the loyal and the influential with perks

5. Engagement Best Practices
4. Define and stay true to a digital identity / character. Let go of the stuffy
brand messaging customers are used to seeing in marketing. Be
genuine, personable and tackle the hard stuff face on
5. Listen to your community – directly or indirectly, they will tell you how
they want to be engaged with
6. Don’t just push content, get involved. Show up, participate and be an
authentic and regularly active member of your
communities

6. Engagement Best Practices
7. Actually act on inquiries. Have a system in place
to address them in a timely fashion and follow up
8. Set the tone for conduct and hold yourself and your community
accountable. A safe, welcoming and positive environment creates fertile
grounds for engagement
9. Avoid the use of “canned” messaging. Even for commonly asked
questions, fans notice when you copy and paste a
generic response

7. Engagement Best Practices
10. Empower and train your Community Manager(s). This person
shouldn’t simply be social media savvy, they require
copywriting, marketing, PR, customer service, time management, analytics
and planning skills. They are the voice and face of your brand online.
Understand this job is not conventional! Our CM’s work from the office and
from home, at various intervals during the day from 9am-10pm. They need
to be present when your community is most alive.

8. Engagement Case Study: Crystal Head
Vodka
Key Elements for Success
• Strong customer service & response
rate to fan posts
• Appreciation and promotion of UGC
• Compelling brand story & voice
• Frequent promotions & giveaways to
promote regular engagement and
showcase appreciation
• Timing of posts (late evening)
• Influencer program (perks for loyal and
influential)
• Personal relationship between CM and
fan base

9. Engagement Case Study: Revolution (film)
Key Elements for Success
• Rapid response rate to all fan
comments and inquiries
• Content plan is very rich media based –
CM works with designer to produce
compelling posts
• Brand champion (Rob Stewart)
• Calls-to-action – people are more likely
to engage when given a simple ask
• Appreciation and sharing of UGC
• Address the hard questions face on

10. Engagement Questions?
Breanne Schroder
Digital Community Specialist
rGenta
@rGenta
bschroder@rgenta.com
www.rgenta.com
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