Engagement Unleased


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Engagement Unleashed: How to Maximize Engagement (and measure ROI) on the Most Popular Social Media Platforms.

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  • those words may live on a website, a digital ad, Facebook or a mobile app I would bet I'm not the only one creating content for the interwebs...  How many of you blog?  use FB, Twitter, YouTube, Flickr, Yelp, Groupon
  • those words may live on a website, a digital ad, Facebook or a mobile app I would bet I'm not the only one creating content for the interwebs...  How many of you blog?  use FB, Twitter, YouTube, Flickr, Yelp, Groupon
  • Engagement Unleased

    1. 2. Well, hello... “ My name is Amanda & I play with words online” - Amanda
    2. 3. A Social Gage <ul><li>Travelers go social to...  </li></ul><ul><ul><li>Brainstorm trip ideas </li></ul></ul><ul><ul><li>Research destination for upcoming trip  </li></ul></ul><ul><ul><li>Read reviews from other travelers </li></ul></ul><ul><ul><li>Get specific recommendations on where to stay/what to do </li></ul></ul><ul><ul><li>Share their travels with friends & family </li></ul></ul>
    3. 4. Social Media Allows You to... <ul><ul><li>Build trust and loyalty by giving travelers what they want, when they want it. </li></ul></ul><ul><ul><li>Connect with travelers by sharing content that makes them think, smile, act. </li></ul></ul><ul><ul><li>Listen and engage with them before, during, and after their trip. </li></ul></ul>
    4. 5. So, what do we measure? <ul><li>Visitors </li></ul><ul><li>Fans </li></ul><ul><li>Followers </li></ul>
    5. 6. So, what do we measure? <ul><ul><li>Frequency </li></ul></ul><ul><ul><ul><li>How often clusters (about you and yours) form around specific events </li></ul></ul></ul><ul><ul><li>Influence </li></ul></ul><ul><ul><ul><li>The potential impact of individuals driving conversation about you </li></ul></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><ul><ul><li>What's the tone of conversation? cranky, happy, neutral </li></ul></ul></ul>
    6. 7. So, what do we measure? <ul><ul><li>Reach </li></ul></ul><ul><ul><ul><li>how many people saw your content </li></ul></ul></ul><ul><ul><li>Financials </li></ul></ul><ul><ul><ul><li>CRM data? Web Referrals? Web Reservations? </li></ul></ul></ul><ul><ul><ul><li>Cost per lead / Cost per action / Cost per impression </li></ul></ul></ul><ul><ul><ul><li>Administration of contests, staff time listening and engaging community </li></ul></ul></ul><ul><ul><li>Volume </li></ul></ul><ul><ul><ul><li>How many times you're mentioned </li></ul></ul></ul>
    7. 8. So, what do we measure? <ul><ul><li>Insights </li></ul></ul><ul><ul><ul><li>What are you learning? </li></ul></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><ul><li>How are you helping, inspiring, educating? </li></ul></ul></ul><ul><ul><li>Connection </li></ul></ul><ul><ul><ul><li>How strong are your relationships--responsiveness, quality of sharing, brand awareness? </li></ul></ul></ul>
    8. 9. So, what do we measure? <ul><ul><li>Interactions </li></ul></ul><ul><ul><ul><li>Likes </li></ul></ul></ul><ul><ul><ul><li>Recommendations </li></ul></ul></ul><ul><ul><ul><li>Shares </li></ul></ul></ul><ul><ul><ul><li>Google+ </li></ul></ul></ul><ul><ul><ul><li>Mentions </li></ul></ul></ul><ul><ul><ul><li>Contest Submissions </li></ul></ul></ul><ul><ul><ul><li>Reviews </li></ul></ul></ul><ul><ul><ul><li>Posts  </li></ul></ul></ul>
    9. 10. Hatching Your Engagement Plan <ul><ul><li>How are you going to measure success?  </li></ul></ul><ul><ul><li>What's your brand personality? </li></ul></ul><ul><ul><li>What key messages do you want to communicate? </li></ul></ul>
    10. 11. Hatching Your Engagement Plan <ul><ul><li>Picking your team </li></ul></ul><ul><ul><li>Social guidelines </li></ul></ul><ul><ul><li>Editorial calendars  </li></ul></ul><ul><ul><ul><li>Guest contributors </li></ul></ul></ul><ul><ul><ul><li>Content from other mediums </li></ul></ul></ul>
    11. 12. Hatching Your Engagement Plan <ul><ul><li>Social CRM like... Radian6, Collective Intellect, Nielsen Buzmetrics  </li></ul></ul>
    12. 13. Plan for Good Content <ul><li>Create it often. </li></ul><ul><li>Make it easy for visitors to join in the conversation. </li></ul><ul><li>Encourage visitors to share your content. </li></ul><ul><li>Tailor your message to your visitor and your medium. </li></ul>
    13. 14. Plan for Action <ul><li>Craft calls to action that are: </li></ul><ul><ul><li>Short </li></ul></ul><ul><ul><li>Compelling </li></ul></ul><ul><ul><li>Clear </li></ul></ul>
    14. 15. &quot;Fan Me&quot; Tips for <ul><li>Give more than you get. </li></ul><ul><li>Use analytics to hone in on the kind of tweets your listeners like. </li></ul><ul><li>Call people out (in a good way) with @mentions and direct messages. </li></ul><ul><li>Follow people that inspire you. </li></ul><ul><li>Use hashtags so people can find related info. for us that may mean #foodie #fishing #kyaking #shopping </li></ul>
    15. 16. &quot;Fan Me&quot; Tips for and <ul><li>Take advantage of tags and geolocation opportunities. </li></ul><ul><li>Write strong descriptions that entice people to click. </li></ul><ul><li>Use videos and pictures in other mediums. </li></ul><ul><li>Spur dialogue & sharing on your media. </li></ul>
    16. 17. Case Study: Sarasota Convention and Visitors Bureau
    17. 22. Case Study: Sarasota Film Festival
    18. 24. Goals <ul><li>Drive online ticket awareness by 10%. </li></ul><ul><li>Spur conversation as measured through comments, customer service questions and participation in polls and contests. </li></ul><ul><li>Increase web traffic through social media by 200%. </li></ul>
    19. 25. Audience <ul><li>Want breaking insider information about films and events. </li></ul><ul><li>Compelled by film trailers and celeb pictures. </li></ul><ul><li>Looking for customer service online. </li></ul>
    20. 26. Tactics <ul><li>Social training + communications </li></ul><ul><li>10-day trivia ticket contest on Facebook/Twitter </li></ul><ul><li>Community cultivation by film features  </li></ul><ul><li>The Insider </li></ul><ul><li>Tick Tock - updates on last-minute film and event tickets available  </li></ul><ul><li>Live event coverage </li></ul><ul><li>Curating community </li></ul>
    21. 27. Results <ul><li>22% increase in ticket sales </li></ul><ul><li>538% increase in social media referrals </li></ul><ul><li>Over 1 million website page views </li></ul><ul><li>150% increase in participant posts & retweets </li></ul>
    22. 28. Goals <ul><li>Drive Facebook likes by 10%. </li></ul><ul><li>Encourage interactions as measured through contest submissions, comments, votes, and shares. </li></ul>
    23. 29. Audience <ul><li>Women named “Sara” </li></ul><ul><li>Ad targeting to women between the ages of 25 - 45 </li></ul><ul><li>Intent to travel to FL </li></ul><ul><li>Anyone who knows a “Sara” </li></ul>
    24. 30. Tactics <ul><li>Integrated with PR blitz </li></ul><ul><li>Social Media Contest with sharing & voting </li></ul><ul><li>Facebook ads to drive traffic to contest </li></ul><ul><li>Organic Facebook posts to push engagement </li></ul>
    25. 31. Results <ul><li>178% increase in Facebook likes </li></ul><ul><li>3,796 new followers </li></ul><ul><li>119,884 interactions </li></ul><ul><li>96 contestants </li></ul><ul><li>(And the contest runs till Oct. 21) </li></ul>
    26. 32. 10 Ways to Spark Up Your Social <ul><ul><li>Give them more of what they like. </li></ul></ul><ul><ul><li>Add videos, photos, animations, drawings. </li></ul></ul><ul><ul><li>Tie posts with trends, events, holidays. </li></ul></ul><ul><ul><li>Survey says... poll your audience. </li></ul></ul><ul><ul><li>Keep it timely.  </li></ul></ul><ul><ul><li>Tease them with fun, punchy headlines. </li></ul></ul><ul><ul><li>Show love for other attractions. </li></ul></ul><ul><ul><li>Offer exclusive or limited-time promotions to fans. </li></ul></ul><ul><ul><li>Entice fans to &quot;check in&quot; for complimentary swag. </li></ul></ul><ul><ul><li>Offer content that gives travelers a taste. </li></ul></ul>
    27. 33. &quot;It will work. I am a marketing genius.&quot; – Paris Hilton
    28. 34. Amanda Eyer ae@largeinc.com  twitter.com/atlargeinc facebook.com/atlargeinc www.atlargeinc.com