1. Session 4A more detailed look at engagement

2. The aim of this session To understand how to create engagement in the social media space To introduce you to the course assessment task To show you how to listen 3. To summarise Very few organisations understand how to usesocial media This is because: They dont want to understand it There is a huge commercial vested interestdesigned to position social media as just anotherchannel you can use to reach consumers Know one is really paying attention to howconsumers are actually using social media 4. Gartner Hype Cycle 5. Gartner Hype Cycle FalseArrival of Productive EngagementEngagement Intelligence 6. Social media: its not atools based problem 7. YouTubeSlideshare LinkedInFacebook FlickrTwitter 8. Social media: its aknowledge basedproblem 9. There are two types of EngagementThe engagement brands wantThe engagement consumersto have with their consumers want to have with brands (but were unable to have BSM) 10. Brand engagementSuperficialManipulativeLoyalty Huge gap withRespect consumersPassion definition of theseLovetermsBut it works! 11. At best it can give you warm andfuzzy moment before you get onwith your lifeAnd when you come to make apurchase decision, the faintafterglow of that moment mayjust be enough 12. THE GREAT THINGABOUT ADVERTISINGIS THAT NOBODYTAKES ITPERSONALLY 13. Two different spacesTraditional media space Social media spaceChannel and Behaviourmessage identification identification and response challengechallenge 14. What is the role of traditional media? 15. Problem: social media does not have scale (engine) built into itSocial media is really an infrastructureor set of tools 16. Social media doesnt do big numbers It doessmall groups 17. Possible solutionsDevise ways to addCreate newscale to social approaches thatmediadont rely on scale 18. Introducing the Super FanKachWachi saves Logitech$150,000 in call deflection costsper year 19. The rules for Super FansThey are not Brand AmbassadorsBecause to 99.9% of yourconsumers will think they areweirdThey are not Brand EvangelistsBecause the communities theywant to be a part of comprisepeople who are also like themTheir value is not in spreadinginformation, it is in helping youmanage your business Customer service Google endorsement 20. Lets find some Super Fans What are they like? Are there many of them? What do they seem to want to talkabout? What are the issues around thebrand? What might you be able to do withthem? 21. @eurostar Train stuck at bxl midifor last hour. Whats happening?@RichardStacy #eurostarnewsproblem with power transmissionaround Lille. http://bit.ly/0216YLfor latest info@eurostar Will now miss mytrain home. Can you help me? 22. Creating The Expectationof Listening 23. Implications for strategy ThingsProcessesThe old space: The new space:output = piece of output = form of behaviour communication 24. The four engagement spacesSaying something supportiveCONVERSATION Saying something critical Asking a question for whichCONTENT your brand is the answerWilling to help you do it COMMUNITYbetter 29 25. Prioritisation You dont have to speak to everyone You can afford to be very specific about Audience Subject You should be very specific about anobjective Defined in terms of what you want toachieve 26. DecentralisationCommunications becomes atraining,facilitation or editorial function(not a productionfunction) 27. Example: @twelpforce 28. Pulling it all togetherObjectives InfrastructurePeople PlanPlanOperationPlanContent Response 29. It all starts with listening 30. An introduction to your assessment task You have been appointed to review the socialmedia strategies of (one of) four organisations Two steps Set up a real time monitoring dashboard andreport back on what is going on (by next week) Present your findings and recommendations (3December) 31. Setting up a monitoring dashboard 32. Recommended tabs Mentions Monitoring mentions of the brand in: Twitter Facebook Blogs Discussion forums News Subject Mentions of key subject terms Sources Key fixed information sources Publications Bloggers Mentions of competitors Twitter, blogs, news 33. What to do first 34. Twitter 35. Blogs / Discussions / News 36. Facebook 37. Setting up a Netvibes account Create Gmail account Sign-up to Netvibes