COMMUNITY MANAGEMENT
CASE STUDY
TIKTIKS - SECONDARY TICKET MARKET
Community Management
Objective
Effective community management is crucial for boosting audience engagement and driving brand awareness, which is why our goal was to first identify and then engage TikTiks’ target audiences across major Canadian cities.
TikTiks, a secondary ticket market startup similar to StubHub but local to Calgary, faced the challenge of capturing and retaining new users. By leveraging community management techniques and audience engagement strategies, we aimed to utilize existing fan communities to drive brand awareness and user acquisition.
1
Finding Our Audience
We targeted Canadian markets first, focusing on the existing Facebook Groups for teams like the Canucks, Oilers, Flames, Jets, Leafs, Senators, and Canadiens.
These groups, with thousands of members, provided a ready-made audience for TikTiks. Our strategy involved building relationships with group admins to gain access and permission to engage directly with fans.
This audience targeting approach ensured that our efforts were both efficient and impactful.
CGY
6.3k
EDM
24k
TOR
100k
2
Design
After pinpointing our audience, we designed engaging content that aligned with their values and interests. Recognizing that hockey is a lifestyle for many fans, we created a unique campaign for TikTiks that added value to these communities.
We introduced a game day contest, “FIRST GOAL,” which was posted in each Facebook Group, linking back to our page to drive engagement.
This content strategy was tailored to create excitement and interaction, fostering a sense of community among fans.
3
Building Community
Rather than building a following on our channels from scratch, we leveraged the trust and social proof of established Facebook Groups.
By offering tickets to admins in exchange for posting our contests, we gained access to nearly 100k hockey fans across Canada. This community management strategy was crucial in boosting brand awareness and driving significant engagement.
The existing trust within these groups provided a solid foundation for our outreach efforts.
AVG. POST REACH
6.3k
AVG. POST ENG.
1,189
4
Successful Campaigns
Our community-focused approach resulted in significant growth for TikTiks.
We achieved 4,457 followers on their Facebook page, extended their brand reach to over 100k validated fans through Facebook Groups, and maintained high engagement with our daily contests, reaching 3,000-7,000 people per post. This success demonstrated the power of strategic social media engagement and audience strategy in growing a brand’s online presence.
5
Conclusion
Our strategic community management and social media engagement efforts not only grew TikTiks’ audience but also facilitated their expansion into new markets across North America for hockey, football, and baseball.
By focusing on targeted audience engagement and leveraging existing communities, we were able to drive significant results and support TikTiks’ growth objectives.