According to Sprout Social, 91 percent of consumers believe social can connect people and 78 percent want brands to use social to bring them together. M2.0’s client success team was well aware of how well social media in the Philippines–particularly communities–united people with the same interests and motivations.
The team thought of Lotus Mall as a center of community as well. It wasn’t only a place for shopping, it was a place where people could get together, have fun, and learn new things, and here where’s the social media plan started.
The idea then was to establish a common ground between the brand and the users to create a strong sense of community around the website and Facebook accounts. By fostering strong relationships via engaging and relatable content, the team could bring in more people and businesses to the mall. There were families, barkadas, organizations, tenants, and budding entrepreneurs who were part of the Lotus community. Each one had vastly different lifestyles and needs that were taken into consideration in crafting the campaign.
This inclusive approach can be seen on their website and Facebook page. For families and barkadas, it provided lists of shops and upcoming events while tenants and entrepreneurs were exposed to business opportunities. Doing this helped potential clients envision their future within the community.