Figaro: Why Online Retailers Need to Start Engaging

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3 likes•1,420 views

It's no mystery as to why audience engagement plays such a salient role in the current digital landscape, but how should brands be going about this? Laura will talk about what ‘engagement’ actually is and explain how to better engage with customers online though personalisation.

Marketing

@lauracrimmons
Why Online Retailers Need to Start
Engaging

@lauracrimmons
noun
1.
the act of engaging or the state of being
engaged.

@lauracrimmons
verb (used with object), engaged,
engaging.
1.
to occupy the attention or efforts of (a
person or persons)

@lauracrimmons
“We have two ears and one
mouth so that we can listen
twice as much as we speak”

@lauracrimmons
Audience
Customer data
Google
Analytics
demographics
Social listening
tools
Social platform
analytics
Market
research/
Industry data
What does your online audience look like?

@lauracrimmons
Audience
News sites
Social Media
Forums
Review sites
Blogs
Where do they ‘hang out’ online?

@lauracrimmons
What are they already engaging with?

@lauracrimmons
Build your online personas
Emma, 24
Shares video content
regularly, also has own
personal blog
Most likely to read sites
such as Buzzfeed
Main social channels
are Snapchat and
Instagram
Mark, 36
Shares quizzes and
picture content fairly
regularly on Facebook
Most likely to read
traditional news outlets
Main social channels
are Facebook and
Twitter
Bob, 58
Less likely to share but
spends a long time on
informational content
Most likely to read
broadsheets
Not a big social user

@lauracrimmons
What makes something engaging?
What makes me want to act or share?
Inspire me…
Excite me…
Entertain me…
Inform me…

@lauracrimmons
Thanks!
Laura Crimmons
Head of PR & Social
@lauracrimmons
laura.crimmons@branded3.com

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