How CliniClowns creates positive engagement on social media

Are you looking to use a group of volunteers to run your webcare (online customer support) operations, keep an eye on expenses, and keep your service level high and professional? This is currently the case at CliniClowns. Seven days a week, agents from the webcare agency Scooperz work with a group of volunteers in the webcare department to monitor everything that is happening. It’s all tightly arranged, efficiently, and delivered with a lot of pleasure and positivity.

We spoke to Sarah Comajta, Content Strategist and Webcare Manager at CliniClowns, about how she and her team are accomplishing this.

Social media and webcare: starting from zero

Sarah started working for the foundation five years ago after years of experience in business. It was her job to set up the content branch. She explains: “When I started, our social channels were still in their infancy, and our webcare was not yet optimally invested. First, I tried to determine which channels people contacted us and what we did with the response. I also looked at how the organisation was listening to our target groups, how we could ‘tell our story’ in the best way possible and build a valuable relationship with our target groups.”

With her sleeves rolled up, Sarah set to work with a concrete strategy in which she laid out the role of content, how the webcare should be set up and how to respond to current developments. “We wanted to show society who we are and what we stand for. We would prefer just to be able to bring everyone into the hospital to show them exactly what we do, but that’s not always possible. So we had to devise a way to show the positive effect of the CliniClowns on an online platform.”

High engagement through positivity, service and experience

Sarah says engagement between the organisation and the target group is critical. “CliniClowns visit sick children and people with disabilities or dementia who desperately need to feel the power of laughter. They make a heavy situation lighter. And we want to pass that positive force on to everyone who comes into contact with us or visits our socials.”

“We also think that good service and customer experience are essential. A webcare and monitoring tool such as Engage makes this much easier. Messages arrive clearly, making it easy to help people immediately and ensure a first-time fix. It also allows us to work together efficiently with the software, create searches, monitor sentiments, and respond immediately to these when necessary. We also publish directly from Engage, which helps us to plan well and measure and analyse the results.”

Webcare agents and volunteers work seamlessly together

The special part about this story is that the webcare is partially run by a team of volunteers. “We work with a team of professional agents from a webcare agency, but we also have a pool of volunteers who run our webcare operations in the evenings and on the weekends. This makes for a very diverse webcare team.

This volunteer pool includes communication professionals and managers of large companies or the children’s parents, who are selflessly committed to us. They all have different backgrounds and motivations. The collaboration between professionals and volunteers is seamless in the tooling itself and as we help each other forward. Some volunteers eventually went for a paid job in webcare.”

The amount of positive interactions within webcare is striking. Sarah explains:

“Many sick children’s parents share the special moments between a CliniClown and their child on our socials. Other parents draw strength from this in difficult moments, and donors see what they are all achieving with their support. We see, via our messaging channels WhatsApp and Facebook Messenger, that not only questions are received about, for example, donations or changes of address, but also requests from parents, sick children themselves and care institutions who want to know whether the clowns can also come and visit them. Fortunately, the lines with the planning department are short, so we can often respond positively and immediately to these requests.”

Live chat during peak times

Live chat has a different role within Sarah’s team. “If we have a major campaign running or appear in a television program, we expect a lot of traffic to our website. We switched on the live chat function at those moments so we could answer the large volume of questions directly and in a personal way.”

The monitoring function also offers a lot of added value for the organisation. “Storytelling and user-generated content are essential pillars in our content strategy. To hear what the target groups for which we play think of the clown visit, we closely monitor what they say. How did they experience the visit, and what did it bring about in the short and long term?

They often share this on their social media accounts. We also see videos and fantastic photos of the visit. This is extremely valuable for our internal reflection, and we can use these stories to our best advantage within our communications. Because monitoring and webcare are integrated with Spotler Engage, we can ask immediately whether we can use someone’s experience or story in our communications”, says Sarah.