Our brand is considering running a pilot, publishing Facebook ads that direct-link to Messenger so that potential customers can ask questions and close the sale in-channel. Has anyone run a campaign like this before? If any, any key learnings to share? ROI?
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Interesting question @drolcak. Similar to @SheenaK, my team has witnessed very similar behavioural patterns on our community. While we don't have targeted campaigns to encourage members of a specific gender to participate, we do actively engage existing members on our community on regular basis. If you are looking to increase the participation of you female members, one of the things we do on our community is send a welcome PM to new and/or high potential members. My team will introduce all of our Community Managers, but also engage in a conversation by asking them a bit about themselves, why they joined the community, etc. This relationship building activity has been incredibly successful in increasing participation from both genders, but it has also given us incredible insights into the intrinsic motivation of our members. Once you understand the motivation of your existing female members, it should give you a few ideas about how to attract more new humans. I do like @SheenaK's idea about polls or proactive feedback campaigns though. 🙂
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