The Mavrck Playbook

Below are top tips and tricks that have produced excellent results for many brands. See how many of these you can work into your community!

Brand Management
Community
Rewards
Promotion
Retention

 


Brand Management

Responsiveness

Responding with feedback and approvals on community content in a 3 day time frame helps keep the content fresh and adaptive to community learnings.

Timing: 3 day turnaround

Example: Number of new activities started directly correlates to number of activities completed in communities.

Activities Started vs Completed

 

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Transparency

Providing MAVRCK consistent updates on marketing initiatives and objectives that can be amplified in the community. This will keep the community aligned with other branded marketing efforts and allows MAVRCK to provide strategic ideas for how the community can help hit those campaign goals.

Timing: Monthly

Example: Using MAVRCK to amplify your existing marketing objectives
Company A exceeded their campaign sign-up goals by 142%.
Company B saw their blog traffic increase over 50% due to their MAVRCK community.

 

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Interaction with Micro-Influencers as VIPs

Treating micro-influencers as top customers and giving them exclusive opportunities/content make them feel valued by your brand. Consider releasing important content to the community before the public or asking for their feedback on products or brand decisions to make them feel valued.

Timing: Considered daily. Executed weekly.

Example: Company A ask for their honest opinion on products and what can be improved. These are some of the responses:
  • “We love ALL the flavors we’ve tried”
  • “Would love to see jars with a single veggie other than green beans. My little guys is allergic.”
  • “Delish! And love the new jars.”

 

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Interaction with Micro-Influencers on a One-to-One Level

Creating a one-to-one conversation with your top fans makes your brand more human. We suggest responding to Join the Conversation comments within 3-4 days of the post, even if the posts aren’t questions. We also suggest personally emailing back any micro-influencer who reaches out with a question.

Timing: 1-2 times a week

Example: One-to-one interactions surprise and delight micro-influencers as well as makes your brand look more human.
Brand responses on Join the Conversation:

JTCresponse1

JTCresponse2

Email responses from personal interactions:
  • “Wow you rock and I feel like you must know me! How funny. You really get me!”
  • “Thanks for the reply! It is nice to know there really is someone out there!”

 

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Community

Frequency of Changing Content

Changing all the community content every week allows micro-influencers to feel like the community is alive and vibrant when they log back in.

Timing: Weekly

Example: new activities started directly correlates to activities completed in communities.

Activities Started vs Completed

 

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Balance of Branded Activities

Don’t try to sell the micro-influencers or hit them with heavily branded tasks, they’re already sold on your brand! Instead, use branded content as a way for micro-influencers to learn something new about your brand or supply them branded information on matters the micro-influencers care about.

If it is heavily branded content (such as sharing a post or photo), make it as fun or meaningful as possible (a good cause/scavenger hunt/fun fact) or use a more genuine setting (Instagram).

Timing: Weekly

Example: Micro-influencers and friends do not want to engage with branded content if it is not connected to something they care about.

promoting prodcut with purpose

 

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Join the Conversation

Start the Join the Conversation section by asking micro-influencers what they want to see in the community. Doing this allows you to hear from the micro-influencers how they would like to interact with your brand and cater the community to these wants/needs.

Timing: Start at launch and update weekly

Example: Use the Join the Conversation comments to shape the activities you place in the community.

JTC comment1

JTC comment2

Activity based on JTC1

Activity based on JTC2

 

Activity based on JTC3

Activity based on JTC4

 

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User Generated Content

Every week, as content is switched out, pull any submitted images, survey results, winners, or other user generated content that can be displayed in the community. Building news banners to display this information in the community make users feel special, excited to keep coming back, and valued by the brand.

Timing: Weekly

Example: Re-engagement and excitement around displaying User-Generated Content based on email open and click rates.

newsletter performance based on winners

 

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Organic Images

If you are asking micro-influencers to share posts on their social channels, make sure to use good, organic imagery in the post creative to make your post more “human” and less promotional. Using organic imagery has proven

Timing: Weekly

Example: A/B testing of a post asking people to register for a loyalty program (testing 2 different images).

Post A: promotional image

  • 12 posts created
  • 60 clicks on the post
  • 0 conversions on the sign-up page

 

Post B: organic image

  • 47 posts created
  • 310 clicks on the post
  • 2 conversions on the sign-up page

 

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User Generated Content

Every week, as content is switched out, pull any submitted images, survey results, winners, or other user generated content that can be displayed in the community. Building news banners to display this information in the community make users feel special, excited to keep coming back, and valued by the brand.

Timing: Weekly

Example: Re-engagement and excitement around displaying User-Generated Content based on email open and click rates.

newsletter performance based on winners

 

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Rewards

Rewards Best Practices

Keep 2-4 rewards live in the community at all times to keep excitement in the community. Provide your monthly budgets for rewards and details on what can be offered for that month to your MAVRCK account manager for suggestions on quantities and which activities your rewards should be tied to.

Timing: Every 1-2 weeks

Example: One company had a different reward attached to every activity for a week, then announced hundreds of winners the next week. Here are the results:
Email performance announcing the opportunity and activities: 32% open rate, 15.5% CTR
Email performance announcing the winners: 41% open rate, 32% CTR
Saw 5x the number of micro-influencers re-engaging with the community those 2 weeks than any previous week.

 

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Promotion

Overall Community Promotion

Seed the community with people who know and loved the brand. Provide MAVRCK the channels you could utilize to achieve this. MAVRCK can then devise a promotion plan to hit these people where they are most likely to interact with your brand and invite them to join the community.

Timing: Weekly during launch. Every 1-2 months after launch

Example: Retention levels of micro-influencers based on brand affinity

Community A:

36.12% are known fans of the brand

63.88% are not known fans of the brand

influencers dont know brand

*activity shifted toward earlier dates as micro-influencers don’t have high brand affinity and don’t feel the need to come back after interacting once.

 

Community B:

78.33% are known fans of the brand

21.66% are not known fans of the brand

influecners know brand

*More evenly distributed with fans coming back across multiple weeks.

 

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Social Tests

Send multiple Facebook, Twitter and Instagram posts promoting the community. The average person has to be reminded 6 times before taking action.

A/B test different messaging to see which posts perform best, then promote the highest performing post to a paid audience. Paying to promote posts that have proven strong engagement level will guarantee a better ROI.

Timing: Weekly during launch. Every 1-2 months after launch

Example: Performance of tested then promoted posts vs not tested promoted posts

tested promoted post vs not tested

 

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Embed Community on Website

Embed the community on your website to acquire more micro-influencers who know and love your brand as they are already visiting your site. Also, it provides existing micro-influencers an easy way to find and re-enter the community.

Timing: Once

Example: Coming soon!

 

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Retention

Newsletters

Send a newsletter email once new content is loaded so the micro-influencers are reminded of the community as well as updated on the new activities, winners, and content they can interact with.

Timing: Weekly

Example: Daily community activations over a week.

activations based on email sent

 

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Welcome Emails

Set up drip emails that automatically send to micro-influencers when they sign up to help orient them in the community and explain what they can expect from your community. This helps keep the community top of mind at the most critical moment.

Timing: One time set up and will send emails as micro-influencers match the criteria

Example: Being reminded of the community right from the start makes micro-influencers more likely to participate:
Company A had a welcome email
Retention after 2 weeks: 89.20%
Retention after 3 weeks: 63.68%
Company B did not have a welcome email
Retention after 2 weeks: 31.66%
Retention after 3 weeks: 4.68%

 

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Stale Trigger Emails

Set up drip emails that automatically send to micro-influencers when they haven’t logged into the community for a few days. We recommend using 2 “stale” emails: one at 2-5 days of not logging in that is activity focused and another at 5-10 days that is rewards focused.

Timing: One time set up and will send emails as micro-influencers match the criteria

Example: Activity focus creates a sense of FOMO, but rewards focused has proven to be the most enticing reason to sign back into a community:

 

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