BD Diabetes Innovations Facebook Community THE ASK Increase engagement in the existing “Diabetes Innovations” Facebook community, while ensuring BD’s business goals are being met. THE APPROACH Develop a social media strategy with a “bulls-eye” approach that surrounds branded and product content with value-added content such as: health news, lifestyle tips, milestone dates and holidays. Engage key influencers from the online community, and get their feedback and insights on the content strategy. Ensure different perspectives are featured (nurses, caregivers, patients, etc.), so the overall page voice can take on a richer, more authentic tone. Focus on visual and engaging executions such as: animations, videos, images, user-generated content, challenges and surveys. THE RESULTS The community has grown by 31% to over 537,604 members strong! Comparing similar quarters from pre-and post community management takeover, average daily engaged users increased by 60% and average daily reach increased by 122%. Not resting on past successes, the team continues to focus on the key campaign pillars – more relevant content, richer discussions and ultimately more engagement.