1. PÖTTYÖS TÚRÓ RUDI’S SUCCESS
ON FACEBOOK.
1 Istvan Csaba Gergely

2. SYNOPSIS
 Theoreticalframework presenting:
 Social Media
 Motivation
 Engagement
 Methodology
2

3. PRESENTATION
 Analysis of posts from September, October
and November
 Discussion of engagement
 Conclusion
3

4. ANALYSIS
 Hertzberg’s theory (1987)
 Extrinsic motivators:
 The 5th of September – the 20th of September – “Spot
navigation” promotion.
 “Turan Frici, the famous rally driver is looking for a
co-pilot for his Ford Fiesta at the page of Ford
Hungary. Play with the Spot Navigator and win an
unforgettable adrenalin kick with Frici, or win one of
the super gifts.” (Pottyos Facebook Page, the 5th of
September)
4

5. INTRINSIC MOTIVATORS:
 Enjoyment:
 “How would you call Turo Rudi in another language?
For us the French “Rudi du Turo” is the best” (Pottyos
Facebook Page, the 16th of November)
 “T-U-R-O-R-U-D-I 8 letters can you describe it
with 8 words?” (Pottyos Facebook Page, the 7th of
September)
 Related to the brand personality of the
product
5

6. INTRINSIC MOTIVATORS:
 Sense of belonging:
 “What is your personal record of eating Pottyos at one
place?” (Pottyos Facebook Page, the 23th of
November)
 “There are around 1500 people, who eat all the
chocolate cover first. Is there anybody, who eats it in
one piece?” (Pottyos Facebook Page, the 25th of
November)
 Creating a community around Pottyos
6

7. INTRINSIC MOTIVATORS:
 Place of self expression
“Erika created this tasty muffin, which is decorated
with Pottyos. Awesome.” (Pottyos Facebook Page,
the 27th of September)
7

8. SELF EXPRESSION
 Calling for action:
 “Put your hands up if you started the week with a
Pottyos.” (Pottyos Facebook Page, the 12th of October)
 Asking a question:
 “What about a tiny night-snack?” (Pottyos Facebook
Page, the 24th of November)
 “How many different types of Pottyos do you know?”
(Pottyos Facebook Page, the 27th of October) 8

9. ENGAGEMENT
Posts using extrinsic Low involvement
motivators Number of fan posts 2- 20
Posts using intrinsic motivators Medium to high involvement
Number of fan posts 30- 511
Advertisements Medium involvement
Number of fan posts 20- 142
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10. ENGAGEMENT
 Different
kind of fan replies:
 Consumption practices
 Answering the question or to the quest
 Asking a question
10
 Positive replies

11. DISCUSSION
 One way communication / Public information
(Grunig 1984)
 Rare replies of the company in the posts (7
replies)
 Connecting posts:
 “How many different tastes of Pottyos do you know”
(Pottyos Facebook Page, the 27th of October)
 “What is your best friend’s favourit Pottyos? Ask him/
her in a comment, let’s see!” (Pottyos Facebook Page,
the 27th of October)
11

12. DISCUSSION
 Engagement (Porter et al. 2011) > Relationship (
Morgan&Hunt, 1994)
 Conversations with substance, insight,
collaboration and helpful exchange > satisfaction
and value. (Solis 2011)
 “Perhaps what we learn is that authenticity+
wisdom+ engagement+ reflection+ adaptation+
participation= trust, loyalty, and authority.”
(Solis 2011, p.39)
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13. CONCLUSION
 Problem statement: How does the organization
motivate the “fans” in order to create engagement
on Facebook?
 Both extrinsic and intrinsic motivators.
 Successful motivation
 Company not engaging > missing the essence of
Social Media
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14. BIBLIOGRAPHY
 Herzberg, F. (1987) One more time: How do you
motivate employees? Harvard Business Review,
65(5), 109-120.
 Grunig, J. E. & Hunt, T. (1984) Managing Public
Relations. New York: Holt, Rinehart&Winston
 Porter, C.; Donthu, N.; MacElroy, W.; Wydra, P.
(2011) How to foster and sustain engagement in
Virtual Communities. California Management
Review 53(4), 80–110.
 Morgan, R.; Hunt, S. (1994) The commitment-
trust theory of relationship marketing. Journal of
Marketing, 58(3), 20-38.
 Solis, B. (2011) Engage, Wiley 14