It is therefore interesting to see which paths Ouwehands Dierenpark is taking. The zoo from Rhenen has introduced an adventurer in the person of Bamboo Bill for young visitors. Bamboo Bill has also been given his own channel on Facebook and addresses his followers there in his own way. The elaboration behavioral segmentation deserves further development, but it is clear that Bamboo Bill strikes a chord. The interaction is not between the park and the visitors, but more personal: from Bamboo Bill to his fans and vice versa. An approach that appeals not only to children, but also to parents.
Different objectives per attraction
What a day attraction wants to achieve with the Facebook page varies. If we zoom in on animal parks again, parties such as Dierenpark Amersfoort (Father’s Night, Animal Challenges) and Emmen (entrance + breakfast) clearly focus on sales. This is in contrast to Burgers Zoo, where there are hardly any concrete call-t-actions to be seen. Here, the focus is on engagement, and in such a qualitative way that the followers almost form a photo community in themselves. The number of shared photos (often of high quality) around subjects is remarkable.
Where is the common thread?
Which approach works best for a day attraction will differ per park. But overall, a social editorial formula still deserves attention from various players. Some Facebook pages jump from promotional campaign to consumer research and from vacancy to service announcement (such as roadworks) within a week. Different subjects with their own character and different goals: where is the common thread?
Perhaps that is precisely the lesson that the leader of the rankings has to tell the Anne Frank House. There clean email is a recognizable style, regular updates and a good variety of information and interaction. With this mix, it is not only possible to acquire likes and followers, but also to keep the band five ideas for effective content marketing active. Inspiration enough. Also for other sectors.
