REA Group

by being-admin August 9, 2018

REA Group

Community Management

RealEstate.com and Quiip combined forces during the 2014 launch of a major brand campaign, Australia Lives Here, starring Arnold Schwarzenegger.

Australia Lives Here:

Australia’s leading property website www.realestate.com.au engaged Quiip for support services during the launch of a major brand campaign in 2014.

The Australia Lives Here campaign starring Arnold Schwarzenegger was a major play to firmly establish the brand, and the biggest advertising initiative they had conducted to date.

Quiip provided a full time in-house social media manager and additional out-of-business hours monitoring and customer service.

Key challenges:

RealEstate.com’s high profile, number one market position, well-known talent for the campaign (Arnold Schwarzenegger), and issues such as distrust of real estate agents meant their campaign presented a considerable risk, which would likely play out across social media.

An additional challenge was the small size of the RealEstate.com social media team and internal perceptions around the role and importance of social media. Quiip played an integral part in helping to establish internal best practice in regards to social media content creation, scheduling, posting, moderating, and reporting.

Solutions:

Quiip worked directly with internal stakeholders responsible for the brand and marketing, to ensure all social media activity was led by an audience first approach.

Quiip’s Key Account Director and business as usual (BAU) Community Manager worked closely with RealEstate.com’s Senior Manager of content and community strategy to conduct a risk assessment and put in place procedures to ensure the remote community management team were able to promptly action any identified risks. This meant there were no category one (crisis) level risks during the brand campaign.

Our in-house team member supplied BAU support, assisting their team with content creation for the campaign on blogs and social media, as well as creating a schedule for ongoing posting of evergreen content.

Quiip contributed content for all social networks along with blog posts, and revived a dormant Instagram account, quickly growing engagement on this important emerging platform.

Quiip’s skilled community managers spent almost 400 hours monitoring and managing this campaign in social media. During out of hours monitoring Quiip managed an average of one incident every five minutes. All incidents were documented and included in reports to RealEstate.com.

Reporting provided to RealEstate.com was extensive, providing weekly progress updates, gauging success against competitors and the brand’s own benchmarks.

Key achievements:

Quiip’s community management team adeptly moderated, mitigated and managed all risks, removing content per brand guidelines and engaging with the audience per tone of voice guides.

In total, almost 350 escalations were made in just 70 hours of outside business hours community management. This meant that not only was the brand reputation and talent protected, but RealEstate.com ensured ASX guidelines on response times to customer issues were met.

Quiip instilled a community management approach into all social media activity, which led to greater engagement than previous benchmarks for realestate.com.au. Other key achievements included strong audience growth of 18% across all channels from both paid and organic activity, particularly in the critical 21-44 age demographic, management of 8,500 engagements across RealEstate.com’s social media platforms, doubling of a Pinterest audience in three months, and strong growth on YouTube, Instagram and Google+.