This project was unique in that they didn’t want us to raise awareness of a Crowdfund but to engage with British enthusiasts of Iceland that had recently visited. An interesting challenge to tackle- as it was a new angle for us to target such a specific kind of person over social media. They wouldn’t have a traditional Network Asset Map and they weren’t looking for donations so how do we reward the people for taking the time to complete the survey? Thankfully they were providing accommodation for a 4 night stay for 2 as an incentive, but that only rewards 2 people, what about the other 98?
It raised many interesting questions but glad to say we were successful.
So how did we find 100 adventurous Brits who had travelled further than the main city of Reykjavik into the rural outskirts?
Well let’s go back to basics of understanding our methodology. Authentic engagement, turning apathy into care and developing this into conversion of your followers.
- Transparent, honest engagement with your followers
- Conversation with followers and customers
- Focused direction in line with your vision
We came to terms with Icelandic Farm Holidays current social media presence and how to work from there. With only one Brit currently liking them on Facebook it began to seem like a bit of a steep hill to climb. However if we weren’t asking people to donate money, just their time, it should be easier right? Time to get creative.
Creating a twitter account and using a genuine tone of “here we are, this is what we would like to do, can you help us?”, gained us a reasonable level of response and getting retweeted by TinyIceland and Inspired by Iceland got us halfway to our target but while we would normally expect Twitter to be leading with results we were gaining a lot more conversion from Facebook, a bit of a surprise for us. To capitalise on this we placed an advert on Facebook and were excited as the responses started pouring in. The ad was very effective as we didn’t just link it to our questionnaire, it lead to a page of conversations and questions that people had previously posed, so we were engaging with enthusiasts, talking and listening to them and then showed them the questionnaire, in this way I think we got a lot more people to respond. In retrospect Facebook is a lot more personal for people and the people we are targeting are going to have an emotional attachment to the country through all the good memories they have there. Nothing highlights this more than the fact that we took out a Facebook ad for a raffle being held for Back Out There and we haven’t had any response from that, knowing the target audience and how they use social media is critical.