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Engagement Strategy - in 10 steps

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  • 1. Engagement Strategy in 10 steps Stefano Mizzella
  • 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. Participation Inequality 70% Spectators Forrester Research
  • 4. Best case studies Simple Ideas High Engagement
  • 5. A single hat is not enough Ethnography Sociology Design Context Relations Strategy
  • 6. 1. Listen and take action Listen Measure Engage Monitoring Metrics Strategy
  • 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. 3. Identify a social object A shared passion
  • 9. 4. Define business objectives Foster dialog Promote advocacy Facilitate support Spur innovation
  • 10. 5. Find a simple idea Could you describe your idea? Use the Post-it test
  • 11. 6. Design a playful engagement Game is a serious thing!
  • 12. 7. Create a social media plan Social Marketing Compass by Brian Solis ...but remember: marketing is not enough!
  • 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. 9. Define a social media policy
  • 15. 10. Don’t think as a lovemark A Facebook fan page won’t save you!
  • 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. Thanks Stefano Mizzella @stefanomizzella stefano.mizzella@open-knowledge.it

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