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Increased Members

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Scaling an online Community TO a Global Level with FeverBee Community Strategy

Vorwerk wanted to scale their community around the world which is hard. Vorwerk would face challenges they had never tackled before. They would need a detailed global community strategy, professional training for theworldwide team, and a trusted partner to guide them through the entire process.

"I had found FeverBee initially through an online search. I loved how simple and easy FeverBee made such a new, complex, and rapidly evolving topic."

  • Challenge

1) Lack of measurements to track progress and success
2) Lack of clear concept, objective or connection to value
3) Lack of leadership support (from Heads of Marketing)
4) Complicated resourcing
5) Different levels of maturity
6) Different levels of experience
7) Lack of consistency

  • Solution

Creating a data-driven Community Strategy

FeverBee’s work began with a half-day detailed discovery workshop in London. Aggiato presented his current challenge and his vision to move away from very corporate oneway communications to a more humanised, interactive style and tone. FeverBee provided advice and identified quick wins Aggiato could immediately implement. Both FeverBee and Vorwerk recognised the full potential of Vorwerk’s customer communities, which currently had no clear goals, strategy, or even a consistent approach to community management. It was clear that with so many stakeholders in multiple locations, more work was needed to tackle the scale and challenges successfully.

Creating a data-driven Community Strategy

FeverBee’s work began with a half-day detailed discovery workshop in London. Aggiato presented his current challenge and his vision to move away from very corporate oneway communications to a more humanised, interactive style and tone. FeverBee provided advice and identified quick wins Aggiato could immediately implement. Both FeverBee and Vorwerk recognised the full potential of Vorwerk’s customer communities, which currently had no clear goals, strategy, or even a consistent approach to community management. It was clear that with so many stakeholders in multiple locations, more work was needed to tackle the scale and challenges successfully.

Creating a data-driven Community Strategy

1. Monthly training webinars – recorded and accessible for reuse throughout the organisation
2. Quarterly one-to-one coaching – personal help for every single community manager
3. Twice weekly knowledge sharing sessions – where all community managers would receive the latest, relevant external information, research, ask and receive immediate support online
4. Quarterly training workshops – 2 days in July, September and November with pre-work, action plans and commitments made by attendees every time
5. Knowledge base of training resources – indefinite access to all the materials shared during our training sessions

  • Results
As a result of implementing the training and communication plan, all communities now support the global strategy and are working towards the same core business goals. Every country which sent a community representative to the training saw an increase in:
  • Total unique weekly visitors – across all communities this jumped up 41% from 183k in June 2016 to 259k in December 2016
  • Monthly active members – up between 3% and 9%. Poland, a new community jumped from 15% in November 2015, to 24% in November 2016
  • Recipe publishing in 2016 – from the average being 20 new recipes published per country per month, it’s now around 50 per month but still fluctuates due to seasons, competitions and recipe events
  • All community manager have stronger relationships with a core group of members

"I had found FeverBee initially through an online search. I loved how simple and easy FeverBee made such a new, complex, and rapidly evolving topic."

"I had found FeverBee initially through an online search. I loved how simple and easy FeverBee made such a new, complex, and rapidly evolving topic."

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