Engagement Strategy - in 10 steps

Engagement Strategy in 10 steps Stefano Mizzella

Consumers are dead We will no longer view you as "consumers". Instead, you are co-creators, participants, and advocates. The Social Business Manifesto

Participation Inequality 70% Spectators Forrester Research

Best case studies Simple Ideas High Engagement

A single hat is not enough Ethnography Sociology Design Context Relations Strategy

1. Listen and take action Listen Measure Engage Monitoring Metrics Strategy

2. Choose the right metrics Comments Unique commenters Recommendations Suggestions/Feedback Content downloads Sentiment Spinoff content Thread size Time with content Content sharing Subscriptions

3. Identify a social object A shared passion

4. Deﬁne business objectives Foster dialog Promote advocacy Facilitate support Spur innovation

5. Find a simple idea Could you describe your idea? Use the Post-it test

6. Design a playful engagement Game is a serious thing!

7. Create a social media plan Social Marketing Compass by Brian Solis ...but remember: marketing is not enough!

8. Create a Social CRM Strategy Social CRM is the company’s response to the customer’s ownership of the conversation. Paul Greenberg

9. Deﬁne a social media policy

10. Don’t think as a lovemark A Facebook fan page won’t save you!

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

Thanks Stefano Mizzella @stefanomizzella stefano.mizzella@open-knowledge.it

Engagement Strategy - in 10 steps

by Stefano Mizzella on Jul 24, 2010

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