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How to build a Live n Engaging community on Social Media (Facebook)?

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Community building exercise, April 14, Delhi

Digital Vidya’s Social Media for B2C bootcamp on April 14, 2010 concluded with two new communities Delhi Deals – Shop Till You drop and Dilli Ki Kahani…Dilli Ki Zubaani on Facebook, made by participants as a hands-on exercise on Community building. Both the communities were given $30 and a week’s time to promote their community to get high degree of engagement and maximum number of fans. On April 21, 2010, after a two-hour of web session review of the pages, Delhi Deals was declared as the winner. Dilli Ki Kahani managed to get 740 fans but Delhi Deals outperformed them by getting 1084 fans. Both the communities were promoting Delhi. Delhi Deals – Shop Till You Drop was confined to the shopping destinations in Delhi. However Dilli Ki Kahani…Dilli Ki Zubaani kept its topic broad; this included anything in regards to Delhi.

Live community building exercise resulted in two new communities on Facebook - Delhi Deals and Dilli ki kahaani dilli ki zubaani

Delhi Deals came out as winner because of the continuous and aggressive participation as a team. They made sure to post something new every hour and constantly interacted with their fans. The information provided was very specific which attracted fans. The second primary reason being Delhi Deals got 339 fans with over 70% conversion rate at 0.06$ CPC under US$ 28 budget over a week,

explained Pradeep Chopra analyzing the highlights of the winning team during the webinar.

On the other hand, Dilli ki Kahani could not manage to put team efforts. One or two participants were active in the initial days which slowly faded. The topic was huge which could include anything about Delhi but the specific information that could attract fans was not there. Also they had got 115 fans with only 48.9% conversion rate at 0.12$ CPC under US$ 28 budget over a week,

added Kapil Nakra highlighting the analytics of Dilli Ki Kahani.

During the workshop the participants were provided insights from case studies like Ching’s Secret (101,354 fans) and unofficial Commonwealth Games – 2010 (23,792 fans) which have been able to run a successful campaign as well as have generated a huge fan following. For any individual it would be a challenge to create a successful fan page on Social Media Platform but speakers Kapil and Pradeep’s continuous guidance and support throughout the community building exercise build the confidence and competitive feeling among the teams to create the two fan pages.

The participants were divided in two groups of six people each including the trainers Pradeep and Kapil. The total duration for the exercise was 2 hours. In the beginning, the teams were given 15 minutes to think of an individual topic to build their community. Once the two communities were created, they were also given $30 each to promote their pages. It was decided that the communities will be promoted through team’s engagement and minimally through the advertisement for a week.

Throughout the week the teams kept doing the wall posts, likes, comments and inviting friends to promote the fan pages.

High degree of egnagement - Delhi Deals

Wall post by Dilli ki kahani...

After a week, in the 2 hours of web session, various aspects of both the pages were discussed.

It is very important for any fan page to have a reputation because of which it is followed. If you want to be followed, you need to have visibility, relevancy and credibility,

added Kapil.

I did many things that attracted fans to Delhi Deals page, I targeted various groups and posted about my page, I asked my friends who have more than 500 friends to post it as their status message and by doing this we got around 100 fans,

added Vaibhav Jaiswal, one of the participants of Delhi Deals fan page.

The first day after making the fan page we saw that we (Delhi Deals) were way too behind from the other team (Dilli ki Kahaani). It was then we took a challenge to put in efforts as team. We exchanged mails, discussed strategy to make our page more interesting, made sure that we are visible, relevant and credible to our fans. We stood as a team and the result is great. We stand as winners. I believe this is how it goes for any campaign on any Social Media platform,

Vaibhav added further.

The first day Dilli Ki Kahaani was leading with over 100 fans because of spending the allocated amount of $25 in a single day. On the contrary Delhi Deals used only $5 per day and hence the conversion rate was much more in the latter. The most interesting part was that the ad spending was done by Pradeep and Kapil without disclosing it to the teams while the participants were busy promoting pages through engagement. The ad spending was shared only at the time of result during the webinar while reviewing and discussing the analytics of the pages with participants.

Another interesting aspect was shared by Adarsh Jain when he posted about Delhi Deals on another fan page promoting Delhi, he was banned immediately.

I posted about Delhi Deals on another community promoting Delhi and I was banned. Then I realized that before promoting any brand you need to listen to what people are saying and accordingly you have to build its credibility. This is an important learning point of this exercise.

Getting banned this way is more like when you do door to door sales and they shut the door at your face. It implies that you need to have some credibility before you take your product to someone,

added Pradeep.

Another surprising insight from Delhi Deals was the male (67%) to female (33%) participation ratio. General perception is however opposite when we talk about shopping.

Surprising Insight from Delhi Deals page analytics

In fact initially we strategize targeting woman oriented groups and posted all our female friends to get more fans but the result came out surprising,

added Adarsh Jain.

The learning through this whole exercise is that the Facebook ad plays a very important role – great initial points and then if the content is enriching the effect multiplies,

explained Kapil.

Ads Comparison of both pages

Overall it was a wonderful experience for all the participants.

It has been a great learning experience and would love to be part of future camps by Digital Vidya,

added Naveen Arora, Quasar.

The idea of this Facebook Community building hands-on exercise was to give the real feel of it to the participants and the actual winner was the spirit of participation of all the participants,

concluded Pradeep Chopra.

If you want to leverage Social Media for your business, you may want to attend Digital Vidya’s upcoming Social Media Marketing bootcamps taking place in Delhi on May 14, 2010, in Mumbai on June 4, 2010 and in Pune on June 5, 2010.

  • social-media-training

  • There are 3 comments

    • 9 years ago

      Kapil Nakra   /   Reply

      Nice coverage of the whole event!

    • 9 years ago

      Priyanka D   /   Reply

      looks really interesting! nice insights..

    • 5 years ago

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