Member-first social strategy

Community Manager

Content Creator

Social Media Strategist

Facebook

Shifted their Facebook presence from a passive page with almost 90% female and older males to an active community of 89% males under 34 (desired audience). This was 39% above KPI within 6 months.

Background

Client sold retirement products and investment services for people working in the building and construction industry.

They wanted to use Facebook as a way to connect with young males.

Why? To get a head start on building a trusting relationship, retirement is a long-game.

Problem is, the old strategy was attracting more females and older males (above 35 years, particularly 55 and above).

Objective

Build a Facebook community of primarily male under 34 years who are the most disengaged audience.

Shift engagements to males under 34 years to 50%.

Create and nurture a truly engaged community of male under 34 years.

Enhance LinkedIn to promote the company and attract top talent.

Action

Conducted focus groups with desired audiences to inform strategy, content creation, and sense check how the content resonates.

Produced content using actual members of the brand and live construction sites.

Managed the Facebook community and escalated cases with internal stakeholders.

Planned and executed Facebook spend to increase engagement and strategically target the desired audience.

Delivered regular reports (social, competitive, and spend) to be presented up the chain to C-level executives.

Results

Conducted over 10 focus groups (male under 34 years in the building and construction industry). This is refreshed every 6-12 months to ensure strategy and content were on-point.

Within 6 months, Facebook engagement from desired target audience was at 89% (39% above KPI).

Grew LinkedIn by 15% and helped hire 150 roles in 12 months.

Achieved an average growth of 450 - 500 new people every month on Facebook.

Leveraged tradesmen culture and created "inside jokes" to hit engagement rates ranging from 3% - 10%. For example, Snagbae as a nod to Aussie snags (hot dogs) received 208k views with over 5k engagements.