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Social Media Workshop – The Engagement Challenge – Sankalp Unconvention 2013

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Presentation by Blogworks from Social Media Workshop at Sankalp Unconventions 2013 (Part 2)

Presentation by Blogworks from Social Media Workshop at Sankalp Unconventions 2013 (Part 2)

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  • 1. helping createbrands for the futureAll content copyright
  • 2. Sankalp Unconvention Summit 2013Garage Session: Leveraging Social Media: Going Beyond the ObviousDate 17 April 2013Contact amita.malhotra@blogworks.in, jyotika.malhotra@blogworks.in
  • 3. Block 2-The Engagement Challenge
  • 4. How to choose and ‘bet’ on the ‘right’ platforms> Not spread ‘thin’ but reach new audience> Depth or width?How to amplify and strengthen via strong network ofambassadors and influencersHow to leverage social beyond online> Role of offline efforts in building an engagedcommunityHow to resolve the ‘Facebook Problem’Block 2 – The Engagement ChallengeIssues at hand
  • 5. Block 2 – The Engagement ChallengeScalingEngagementUnderstandingchannelbehaviourIdentifyinginfluencersand engagingmeaningfullyGoing beyondonlineApps-Ads-CommunitySolving the ‘Engagement’ challenge
  • 6. #1 Choosing the ‘right’ channels
  • 7. Block 2 – The Engagement ChallengeUnderstanding channel behaviourFacebook•Social network – friends, family & colleagues•‘All is well’• Personal moments and sharing• Finite universe• Life-casting• Voyeuristic and exhibitionist• Personality – happy, fun seeking, playfulTwitter•Information Network• Real-time – moment to moment• Interest-based – sharing ideas• Connecting beyond existing network• Personal brand – personality based• Personality – sensational, unpredictable,opinionated• Audience – journalists, cultural elite (celebs,artists, musicians), activists - influencers
  • 8. Block 2 – The Engagement ChallengeUnderstanding Channel behaviourYouTube• Is a search engine• Second largest after Google• Not a social network• Audience – teens, consumers• Visual – story-telling opportunity to delivermessagePinterest• 4.5% of user base in India (11.7 million uniquevisitors globally in Jan 2012)• Visual curation• Popular among women• Popular categories – Home, Arts & Crafts,Style/Fashion, Photography, Weddings, Holidays,Kids, TravelGoogle+•Social network – utility similar to Facebook andhence limited adoption•Hangouts – used lately for ‘events’ and ‘talks’Need to assess the relevance of these channels to your programme basis audiencebehaviour
  • 9. Example: Half the sky
  • 10. Transmedia storytellingCreates awareness about women’s issues and highlights solutions through astream of transmedia initiatives and social media campaigns
  • 11. Each channel focused on aspecific call to action
  • 12. FacebookHappy & playfulSoft engagement throughstory tellingPeer to peer connectionsPeople are encouraged toplay the game and makecorporate donationsThe application letspeople donate tononprofits throughgamificationType of networkActivitySource: https://www.facebook.com/halftheskymovement
  • 13. TwitterOn International Women’sDay, Twitter users wereinvited to participate in#ChangeHerStory and crafta collaborative story aboutempowering women103 people crafted the lifeof Radhika, the maincharacter of the Half theSky social gameType of networkRelationship building withinfluencers and communityPeople share andaggregate ideasActivitySource: http://pinterest.com/halfsky/half-the-sky-movement-film/
  • 14. YouTubeExcerpts of the TVdocumentaryEndorsements from globaladvocatesPeople are encouraged todonate to the causeType of networkVisual storytelling mediumBringing the ‘real’ peopleforwardHuman-interestActivitySource: http://www.youtube.com/user/halfskymovement
  • 15. PinterestStorytelling throughimagesBoards to bucket themesUseful infographics toeducateStories of inspiration andpositive changeIssue specific resourcesType of networkActivitySource: http://pinterest.com/halfsky/
  • 16. #2 Influencer identification &engagement
  • 17. Factors impacting influenceSource: Altimeter – The Rise of Digital Influence
  • 18. Block 2 – The Engagement ChallengeStep 1: Identifying influencers• Who are the people speaking about your brand ?(current audience)• Who are the people speaking about competition/peers?(potential audience)• Who are the people speaking about yourtopic/categoryBasics don’t change• Online tools (next slides)• Google alerts – company, competitors, industry• Twitter Lists and hashtags• Blog search engines – Google Blog search or Technorati• Industry lists - LabnolHow to identify them
  • 19. AutomatedidentificationHumanAnalysisRelevantInfluencers•Relevance•Past engagement history•Relative channel importanceBlock 2 – The Engagement ChallengeStep 1: Identifying influencers
  • 20. Block 2 – The Engagement ChallengeAutomated Identification (E.g.Twitter)You can set filters for selection basis needs of your business
  • 21. Block 2 – The Engagement ChallengeHuman/Automated (E.g. Twitter)Large network:e.g. 500followers ormoreConsistentlyengaged: e.g.1000 updatesor moreRelevance todomain: Workandrecognitionthrough theiron groundworkCommonLinkages: Howmany fromyourcommunity arefollowing them
  • 22. Block 2 – The Engagement ChallengeBest Practices•They are designed to build a relationship and thereforelong term in natureInfluencer programs are notmarketing campaigns.•Seen as social currency, it gives them a sense of prideand connection to your organisationPrivate access is an excellent wayto engage your influencers.•Influencers generally love to connect to one anotherCreate opportunities for privateinteraction amongst yourinfluencers.•Online scales and connects more broadly, but offlinecreates more powerful and trusting relationshipsConsider both online and offlineconnection opportunities.•Important to always close the loop on what you’re doingwith their feedback and suggestions.Influencers are a great source ofproduct feedback.*Word of Mouth Marketing Association
  • 23. Block 2 – The Engagement ChallengeStep 2:1-on-1 engagementThis is the silent layer – email, telephonic discussions can be leveraged to buildrelationshipSource: http://www.flickr.com/photos/dielis/3865285050/
  • 24. Block 2 – The Engagement ChallengeStep 3:Participate and engageAshoka’s monthly #SocEnt Twitter chatsShare web content relevant to the industry
  • 25. Start a hangout through a simpleemail invitationThe participant needn’t be in yourGoogle+ account/ circlesCan add upto 10 people in thehangoutLive broadcast the hangout forothers to followMake it participative through a livehashtag to include questions fromthe audienceStep 3:Participate and organiseevents
  • 26. #3 Social connections:Beyond Online
  • 27. Be the Spark RoadshowsBe the Spark Roadshows
  • 28. Be the Spark RoadshowsObjectiveSpark the Rise 2012 aimed at scaling the initiative and transfer ownershipto the communityOrganised meet-ups with change makers and other ecosystem members inkey cities across India to kick-start conversations and seed collaborativerelationships.Differentiating the programme by both widening and deepeningengagement with communityObjective was to become a catalyst and energise positive change acrosscommunities
  • 29. Be the Spark Roadshows500 plus change makersand thought leadersreached out toEcosystem engaged inkey topics concerninginnovation andequitable growthContent shared withlarger community tocreate excitement anddrive participation foreach upcoming eventOnline participation bynon-attendees viaTwitterThe ecosystem helpedin partnerships, such aswith Dasra, InnovationAlchemyParticipation and impact
  • 30. #3 Resolving the‘Facebook Problem’
  • 31. What IS the problem?A typical Facebook brand postreaches only 16% of the total fans.As per the weight given byFacebook,Shares>Comments>Likes>Clicks andVideos>Photos>StatusUpdates>Links
  • 32. How can you reach more ofaudience?You got to pay for it!
  • 33. Scaling up is important for impactContent & Advertising used together can help maximise impact
  • 34. Facebook Page no longer the obvious ‘free marketing’vehicleTo justify resources (time being the most crucial!),important to gain scaleScale requires investment in> Apps> Ads> Community Engagement> ContentThink different> Facebook Groups offer intimacyHence the takeaways
  • 35. TakeawaysThink DifferentlySharing in smaller groups isthe new ‘big’ trend
  • 36. thank you