@ŠKODAGRAM is the home of ŠKODA on Instagram where we showcase the very best of ŠKODA owners' photography and reach out to a younger audience. We openly invite ŠKODA owners to share their best shots using the hashtag #ŠKODALOVE and the reaction is remarkable. The very best of user generated content (UGC) is shared with our Instagram community of 72.7k followers and then across our entire international brand social media networks, comprising of an audience of over 5 million fans. The organic performance of the UGC posts always performs way above the industry benchmarks for Global Auto. Our customers' creativity and the fans' reaction to fellow ŠKODA owners' photography ranks as engaging as 360 campaign content by our Auto competitors, according to Socialbakers' data. Socialbakers' Performance Optimization platform has enabled @ŠKODAGRAM to propel #ŠKODALOVE content to a new level of views and interactions through predictive data on how to best elevate organic reach and engagement through media spend and audience targeting. The platform has established key performance indicators tied to increased reach, unique engagement rates, volume of interactions, click-through-rates, unique visits to the website, and increased fan growth.
The ŠKODA social media team constantly monitors and engages with its audience to find great user generated content, as well as content within the global ŠKODA community. We instinctively know the content and photography which inspires not only our fans, but non-fans alike. By connecting our 'human algorithm' with the power of Socialbakers' Performance Optimization tool, we are able to create content that has strong organic reach, providing posts the best launch before engaging in a paid media strategy. Socialbakers' platform provides us with predictive data that helps paid media spend to boost posts to targeted audiences, and the likely return on investment.
During the period of September through November 2016, a single post created by a local ŠKODA dealership in The Netherlands and shared via @ŠKODAGRAM and on the ŠKODA Facebook page, graded A+ in Socialbakers' optimization tool, meaning it was performing better than any other brand post over the previous six months. Within the first 24 hours, the post was achieving four times more organic reach and was 100 percent more engaging than the industry benchmark for Global Auto, according to Socialbakers' data. With Socialbakers' optimization platform and tool predictions, Mustard suggested ŠKODA increase its media budget for the specific post, with the intent of making it the most engaging social content in the brands' digital history. In turn, ŠKODA increased the media spend by 57 percent, and it achieved phenomenal social engagement and business results.
By leveraging the data presented by Socialbakers' social analytics and optimization platform, a single user generated content post created by a local ŠKODA dealership in The Netherlands became the brands most engaging social post in its digital history. On Facebook, it reached 1,541,602 people, 68 percent of which was organic reach and achieving a 7.31% unique engagement rate. This led to more than 3,300 visitors clicking through to the online product brochure, 1,7000 visits to the local importer page and 8,873 unique visits to the model page. In addition, the local dealership increased its online community by more than 220 fans. Ultimately, local dealerships reported heavily increased dealership visits, tied directly to an increase in the sales pipeline.
