We’re really proud of our STAEDTLER Teachers’ Club campaign, so we were delighted to share some of the successes at not one, but two events, last week.
Both presentations focused on our award-winning case study of how we’ve used Facebook to build a highly-engaged community of teachers. We started Teachers’ Club’s page on zero Likes back in 2013 and have since grown to more than 23,000 Likes. On top of this, we’ve seen incredible engagement, reaching more than 2.8million users with a single post (that week, better engagement than Starbucks, McDonald’s and Topshop combined).
Here’s some of the advice shared at the sessions:
- Consider your platform and have a clear aim – I don’t just mean choosing Pinterest because you’re targeting mums, or using Snapchat to reach teens, really think about what it is you’re trying to get out of your chosen platform. For us, it’s about building engagement between brand and user, giving our target audience a wonderful experience which will ultimately end up in brand loyalty
- Set KPIs – obvious I know, but it’s surprising how many marketers don’t apply the same measures to social media compared to traditional media. This brings me onto my next point…
- Revisit and revise – the beauty of social is that it’s measurable and allows you to make changes during your campaign. If something isn’t working, change it and try a new approach
- Get to know your audience – we’ve spoken to teacher friends and Club members to build up four character profiles for our teachers. By knowing when teachers are busy planning or relaxing, their likes and pet hates, we’re able to show greater empathy and understanding, helping us to build much stronger engagement
- Develop quality content – we give teachers a reason to engage by creating content that they can actually use – KS1 and KS2 curriculum-linked resources. Holding monthly content meetings also ensures that your content is well thought-out and not a last minute scramble to find something (mediocre) to share that day!
- Use analytics tools – most social channels come with built-in analytics, or if they don’t, you will probably be able to find a tool that does it for you e.g. Iconosquare for Instagram. These tools can tell you when your audience is most active, which posts are performing best, and provide user demographics
- Have a social policy in place – especially if you have multiple people updating one channel. It’s important to define the tone of voice, language, and appropriate content. Your social channels are a reflection of your organisation or brand
- Invest in advertising – both through money and time! Set up multiple ads and monitor how they perform against each other to secure best cost per click or engagement
- Listen! – we use our Facebook community as a sounding board and develop content and campaigns on the back of what our teachers want. In 2015, we recruited a team of brand ambassadors to our Teachers’ Panel, who input ideas for our resources and provide product reviews.
For social media training enquiries, email: firstname.lastname@example.org or call: 02920 764 100.