PowerPoint Presentation

Increasing and Cultivating Brand EngagementSocial Prep School Series

#SocialPrep

Todays Presenters

Jordan SlabaughDirector of SocialSpredfast@jordanv @spredfastChristina TrapolinoDirector of SocialJasons Deli@cmtrapolino @jasonsdeliWill ZweigartSenior Program Director5Loom@5Loom#SocialPrep

EngagementInteractions by social users with brand content or social channels

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Its a Multi-Channel, Social WorldNumerous ways, places and types of interactions with social brands

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Social Customers Crave Interaction

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So, Why Does Engagement Matter?Looking at five leading social networks, Fortune 100 company names are mentioned more than 10 million times per month

17% of customers have used social in past year to get customer service response

Customers who engage with companies over social spend 20 to 40% more money with this customers than other customersSources: Digital Buzz Blog, American Express 2012 Customer Barometer, Balin and Company Report#SocialPrep

Connecting to Business GoalsEngagement helps tie social activity to business:Building awareness(Likes, Follows, Shares)Enhancing customer service (Responses, Replies)Acknowledging social customers(Thanks, Positive Mentions)Converting social customers(Website traffic, Sales, Conversions)Generating word of mouth (Sharing, Retweets, Embeds)

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Cultivating EngagementUnderstanding business goalsMonitoringBeing present for opportunitiesUnderstanding your audienceTargeting right message to right peopleEmbracing existing conversations, interests, newsLeveraging data to find insightsFocusing on content#SocialPrep

Get in Your Audiences HeadIf you arent asking the following questions, you arent thinking about your audience(s)

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What are they talking about on their channels?What are their motivations to interact with my brand?What do they need as a social customer?What do they want as a social customer?

A Model for Thinking About ContentCreate content that speaks to the interests, needs and emotions of your audience

Curatebest in class content from news, community members, industry sources

Conversateby leveraging existing conversations, interests and memes#SocialPrep

Applying the Model#SocialPrep

The 7 Whiteboard Sessions Whitepaper Share learned best practices, tips and strategic social business insights with social strategists to embrace in 2012. CreateBlog post(sContributed to industry blogsFacebook posts/ pollsTwitter posts/ pollsWebinar series

CurateIdeas and feedback from audienceQuotes, advice from leadersPre-during-post content and live webinarConversate#SocialSpruceShared best ideas, feedback through corp. social channels

Create hundreds of social shares from blog content, webinar regs

Curate - high level of social engagement, curated best of ideas >2000 tipsheet views, ~5000 PPT views

Conversate - 500 # mentions,

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ABOUT 5LOOMStrategic PlanningChannel Launch andManagementSocial MediaCampaignsSpecialty ServicesSocial Analytics#SocialPrep

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The distribution of technologyhas changed the technology of distribution.

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The device doesnt matter anymore.More video is now consumed through digital devices than TV.So we must create content that is highly engaging and shareable across any channel.And we must allow fans to unlock deeper experiences around their passion points.

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NOW CONTENT COMES TO US

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The turning point here is between PULL AND PUSH. We can now consume everything we need to know from newsfeeds, on a phone in our pockets.

Not surprising that social networks are a huge chunk of our time spent on digital devices. In fact, social networks will eventually drive more referral traffic than Google.

Guardian tested out a social reader app that brought in over 8 million subscribers in 5 months, generating 30% of ALL referral traffic to the site this February.14

ASK THREE QUESTIONSWhy would they engage?Why would they share?Why _____ ? (your brand)CREATE SHAREABLE CONTENT#SocialPrep

Buzzfeed data examplesThe key to shareable content - make people feel somethingThink about the emotional reaction this content will createInspirationExcitementLaughter Intrinsic reward of being the first to share helpful info

In all cases, multimedia is critical. 44% of consumers are more likely to engage with a brand or product post if it includes a picture. (2012, ROI Research)

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CONNECT AROUND PASSION POINTS

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catalysts campaignsUGCLEVERAGE PAID, OWNED AND EARNED

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There is a new class of content creators blurring the line between traditional (super big budget) and consumer (low quality)This allows more room for experimentation - can create content specifically for digital channel17

AND DONT TALK TOO MUCH

56% of those who follow a brand are more likely to make a purchase of that brands product

52% of consumers stop following brands because content became competitive or boring over time

To show support for a liked brandCompany posted too frequently#SocialPrep

Pfizer18

BENCHMARK PERFORMANCE BY TOPIC

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ReachContent impressionsVideo viewsFan base/growth %

EngagementPTAT per postPost level:LikesCommentsSharesHigh authority sharesClicks/referral

Dont forget qualitativeAnything that creates business value, such as:Thought leadershipCustomer resolutionsCustomer insights/feedbackInfluencer relationshipsSEO

PRIMARY MEASUREMENT AREAS

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Make Someone Happy

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Engage! Wait, what?

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Engagement TypesTruly engaging published content allows brand advocates to share what you have to say, which increases your reach through social signals.#SocialPrep

Engagement TypesBUT content is expensive! It costs resources, bandwidth, time, and can get lost in corporate approval black holes.

If youre not in a content culture, youll have to get creative in other ways.

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Engage! Wait, what?Its actually all about relationships: stronger relationships can increase frequency in your best customers and grow sales.

Compelling content is important, but most publishing is still just publishing, regardless of the medium.

Want to really WOW your customers? Join their conversations.

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Community ConversationsAny online conversation where interests unify people = a community conversation.

Examples include gluten free, travelers, event attendees, and your brand advocates.

Right now, we are all a community of professionals working in social media and our unifying interest is social engagement best practices!#SocialPrep

MonitoringYour best social customer segment is actually interested in things that arent you! Find out what they are.

Deepen your relationship in a scalable way: by joining the right community conversations.

Listen and monitor with keyword searches and content labels in Spredfast.#SocialPrep

Surprise & Delight Its All About The OpportunityDirect Brand MentionsIndirect Brand MentionsNo expectation of a response.Good chance she doesnt know youre social, or else shed be talking TO you!Expectation is to receive acknowledgement.Odds are, shes already following you.

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Targeting ResponsesYou must have a solid brand voice, but still think like a consumer.

Love data. A deep qualitative understanding of your best customer segments will help guide keyword selections for monitoring.

Set your ego to in check its not all about you!

Always be sincere, or dont chime in at all.#SocialPrep

Targeting ResponsesResponse TypesLike, +1, FavoriteComment, ReplyRetweet, Re-shareWhat They MeanThis exists. I see it, and I approve of it.This was compelling enough for me to respond with a thought.This is so epic that I need to share it with my followers.#SocialPrep

Surprise & DelightReplying lets you join a conversation.

Favoriting says, were listening.

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Winning With Conversations

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Thanks!

Jordan Slabaugh@jordanv @spredfastChristina Trapolino@cmtrapolino @jasonsdeliWill Zweigart@5Loom#SocialPrep

Contact usinfo@spredfast.com

@Spredfast

Slides from todays presentation can be found at www.slideshare.net/spredfast

Thanks for joining us!#SocialPrep