CHRISTINE YEEContent Marketing. Writing. Social Media. SEO. Digital PR
Content Marketing. Writing. Social Media. SEO. Digital PR
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Managing and Engaging A New Growing Community - Dogasaur
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After reaching the 3000 membership mark, one of Dogasaur's main objectives was to optimize page views in order to create a lucrative, active and thriving environment for advertisers to showcase their brands on the site.
Therefore, engagement was very important for encouraging members to spend more time on the site and view as much content as possible when logged in. We wanted to encourage actions such as:
- sharing media
- cultivating friendships
- active participation in the discussions section (Ask Dogasaur)
- making comments and rating the available content
I decided that it was more optimal to proactively encourage greater levels of activity and participation instead of expecting this to happen on its own.
Engagement Strategy
To keep members engaged, I developed a strategy to include the following measures conducted on a regular basis.
- obtaining member feedback in the form of questionnaires to evolve the site and learn about which features and content users were most interested in.
- direct engagement with members as a daily routine to be conducted by the interns (from Fabric's internship program that I developed)
- introducing new members in the monthly newsletters (making them feel welcome and helping them connect with older members)
- creating blog posts to feature noteworthy members
- implementing monthly photo contents to win cash and tangible prizes (e.g Daily Woof store items)
- acknowledging and rewarding member contributions within the newsletters
- introducing new conversational topics on the Dogasaur forum (Ask Dogasaur)
Dogasaur's membership base grew on an international level.The strategy for building relationships outside the U.S. included:
- developing site content regarding canine ownership and in the foreign countries represented on the site
- reaching out to international charties and rescue groups to expand our overall network
Thus instead of relying on social media postings, new page views resulting from Facebook ads and other standard methods, we were able to further augment content viewership by leveraging the growing community of registered Dogasaur members.
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