Engagement Strategy - in 10 steps

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Engagement Strategy - in 10 steps

  1. 1. Engagement Strategy in 10 steps Stefano Mizzella
  2. 2. Consumers are dead We will no longer view you as "consumers". Instead, you are co-creators, participants, and advocates. The Social Business Manifesto
  3. 3. Participation Inequality 70% Spectators Forrester Research
  4. 4. Best case studies Simple Ideas High Engagement
  5. 5. A single hat is not enough Ethnography Sociology Design Context Relations Strategy
  6. 6. 1. Listen and take action Listen Measure Engage Monitoring Metrics Strategy
  7. 7. 2. Choose the right metrics Comments Unique commenters Recommendations Suggestions/Feedback Content downloads Sentiment Spinoff content Thread size Time with content Content sharing Subscriptions
  8. 8. 3. Identify a social object A shared passion
  9. 9. 4. Define business objectives Foster dialog Promote advocacy Facilitate support Spur innovation
  10. 10. 5. Find a simple idea Could you describe your idea? Use the Post-it test
  11. 11. 6. Design a playful engagement Game is a serious thing!
  12. 12. 7. Create a social media plan Social Marketing Compass by Brian Solis ...but remember: marketing is not enough!
  13. 13. 8. Create a Social CRM Strategy Social CRM is the company’s response to the customer’s ownership of the conversation. Paul Greenberg
  14. 14. 9. Define a social media policy
  15. 15. 10. Don’t think as a lovemark A Facebook fan page won’t save you!
  16. 16. To-do Listen and take action Choose the right metrics Identify a social object Define business objectives Find a simple idea Design a playful engagement Create a social media plan Create a Social CRM strategy Define a social media policy Don’t think as a lovemark
  17. 17. Thanks Stefano Mizzella @stefanomizzella stefano.mizzella@open-knowledge.it

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