Community Engagement · Community Management

How to create engagement on my Facebook page with an intangible product ?

Marion Lemoine Hi ! I'm Marion, I am digital marketing manager for a french messaging app startup.

March 16th, 2017

I work for a french digital startup called Newmanity who makes daily communication efficient, ethic and green with an email box / cloud and soon a messaging app. We really have some trubles to engage our community (get shared posts, comments and likes) because we can't show our products. Do you have some idea / solutions to improve our community engagement ?

David Cruz e Silva Innovator & Business Developer

March 27th, 2017

Hi Marion. Great question!


From what I read your problem is that you have a community that literally doesn't care that much for what you are doing. Ecology vs what you are doing.


Change your mindset. Think, what would you do if you had literally a community of 0 people?!?!?


I would do this:


1. Define the niche that benefits the most from your offer

2. Understand them and their problems (as well as those that are not at all related to what you are doing)


( Side note - if you do this properly you will have contacted with a bunch of people matching the niche)


3. Create content based on what you learned

4. Share it and distribute it intelligently - don't expect people to share it, you have to do all the work at the start


5, What about now? Repeat!


Feel free to reach out if you think I can help you.

Fernanda Paronetto Founder: BehindTheScenesNYC / Partner: Kuthoomi

March 16th, 2017

Hello Marion! Even though you can't show your products, you can "sell" or show a lifestyle through your social pages, aligned to your Misson/Core/Values...that will attract people to your feed. People look on FB or IG, regardless of being a product, a blogger's page, etc...because they want to be part of a Lifestyle, and the product is a consequence of that. Think about your message, your audience, what you want people to learn....and portray that in a great FB feed. Hope it helps! Kindly, Fernanda

Fouad Tolaib Filling the gaps by executing creative solutions.

March 16th, 2017

I think that this is the kind of user case that gets neglected by most experts in the industry because it's in a market where building case studies is much harder than markets like that of apparel or consumer electronics.


From the few companies I've seen do it well in a similar space as yours, I've mostly noticed that their tool for community building and engagement is information and education. The strategy behind it is to not sell but to educate. Once you've established trust and authority, your product will sell itself as long as it's of decent quality and at an accepted price point.


My advice for you is to find/hire an expert in your industry and have that person write and post short digestible bits of information relevant to your target audience. Use different kinds of media (infographics, videos, etc.) to increase appeal. Make sure to include a sales hook in the information you spread. This is when you connect information you shared with your product. Don't overdo it tough. I'd say 1 out of every 3 posts should include a hook.


Finally, look at your biggest competitors. Some of them have an entire dedicated department responsible for social media. Reverse engineer their channels. See what they're doing, look at what's working and apply it to your own channels.


Good luck!

Fouad Tolaib Filling the gaps by executing creative solutions.

March 17th, 2017

Try to look at the posts that do get decent engagement. It is also good to know that when you post something on your FB page, only a small portion of your followers will see it because of how FB's algorithm works. Facebook uses a user's history to assume what they might be interested in. If your post scores high in relevancy you'll get priority on a user's timeline. In general, this has caused many pages to see a drop in engagement because it's hard to make a post relevant to all of your followers. `


However, if you check IBM's FB page you'll notice that they use a combination of current events, content relevancy and multimedia to get decent engagement. Try to apply the same to your own page. What could also be helpful is if you check the few posts that do get good engagement, on the pages of your direct competitors, and post similar stuff.


Some pages to look at:


Spark Email

Microsoft

Netflix

Skype

Tesla

Amazon

Marion Lemoine Hi ! I'm Marion, I am digital marketing manager for a french messaging app startup.

March 17th, 2017

@Diminitry The point is that the company started on a different business (it was more an organization based on ecology). So the FB community is also based on that, a lot of people who are interested in ecology and solidarity. And then we launched an ecological email box and we started to transform it into a profitable business. So we are now part of the digital industry but this community don't really care about digital things, they prefer ecology. So that's the first point to answer why I have some difficulties to engage them. The other point is that our product is now an email box and a cloud. I can show them of course but it is not as exiting as showing a real tangible product such as a dress or a cosmetics box.

@Fouad

Thanks for your advices. Actually, I have looked our competitors community on FB and It's seems that they meet the same problem. They have a lot people following them but their engagement rate is really low. You talked about "similar spaces of yours", could you give me the name of those companies as I could compare how they make engagement ?

a a .

March 28th, 2017

Hi Marion, the Newmanity website didn't seem intangible to me. It's an app of email and office suite, powered by green energy - doesn't have to be complicated.


I find users will organically share posts when there is something remarkable to share. So, if people are ignoring you, it's not them, it's you. (Sorry!)


Maybe you need a "Intel Inside" moment. Maybe, you want to lead with green energy as a differentiator instead of an inbox that is green.

Dimitry Rotstein Founder at Miranor

March 16th, 2017

There isn't enough information here to give anything other than a generic advice, which is to create a mockup of the product (animated presentation, for example) and show that. But why can't you show the product? And how do you have a community if you don't have a product? What is this community?