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Social Media EngagementTwo thirds of Britons & Americans don’t want to ‘engage’ with brands inSocial Media. So why do we b...
Social Media has truly changed the  traditional notion of how companies       …connect, engage and evolverelationships wit...
“Six out of ten Britons & Americans do   not want to engage with brands through     Social Media, leading to companies    ...
What I’ll be delivering …                        • Main barrier to successful                          Social Media engage...
Biggest barrier to turning Social Media into acompetitive advantage…              Placing Tactics before Strategy
Rolling out a structured Engagement Strategywill move the dial on your Social Media results          Providing a positive ...
Case Study | Cass Business School
Objectives Drive growth in high caliber student applications across all products / courses By creating … Positive sentimen...
Student Intake| YoY Results Context    Social Media: The Cass •       Cass previously took an organic approach with no und...
So… what are the secrets to building impactfuland meaningful Social Media engagement?      The Five “P’s” of Engagement…
1. Proposition Define your purpose for    Deliver genuine value to engaging in Social Media   your community
IBM 2011 Study| Gap between what1. Proposition   brands think consumers want versus                 what consumers really ...
2. People            Complete a Competency            Gap Analysis            Define specific Recruitment            needs...
3. (be) Provocative & Personal                     Be Provocative, yet Human
3. (be) Provocative & Personal                     Be Provocative, yet human                     Make it personal         ...
4. POLICIESBad use of “policy” & engagement!                                    • Greenpeace launched a campaign in       ...
4. POLICIESAll Staff Social Media PolicySocial Media Authorised Spokespeople Policies• Risk Assessment, Crisis Mitigation ...
4. POLICIES          Golden Rules of Engagement          1. Define when, how and why to engage with the             commun...
5. PROCESSConsider Community EngagementProcess•   Plan•   Consider Resource•   Content Management Process (inc tools)•   B...
Once you’re there…Say “Thank you”...
Summary…      Improving Community Engagement is      a critical component of Social Media      success.      The biggest b...
You can succeed by addressing the    “Five P’s of Engagement”      1. Proposition                                       De...
Thank you…      Feedback?               Questions?Irene ZalamiSenior Account DirectorWeb Liquid GroupD: +44 (0) 20 7251 70...
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Social Media Engagement - Irene Zalami presentation at Figaro Digital

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Two thirds of Britons don’t want to ‘engage’ with brands in Social Media. So why do we bother and how can we improve this statistic?

Web Liquid Sr. Account Director Irene Zalami explains, in a talk presented at Figaro Digital (November 2011).

http://www.webliquidgroup.com/blog/client-results/social-media-engagement/

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Transcript of "Social Media Engagement - Irene Zalami presentation at Figaro Digital"

  1. 1. Social Media EngagementTwo thirds of Britons & Americans don’t want to ‘engage’ with brands inSocial Media. So why do we bother & how can we improve this statistic? 1st December 2011 Presented by : Irene Zalami Senior Account Director Web Liquid Group www.webliquidgroup.com
  2. 2. Social Media has truly changed the traditional notion of how companies …connect, engage and evolverelationships with prospects & customers
  3. 3. “Six out of ten Britons & Americans do not want to engage with brands through Social Media, leading to companies creating ‘mountains’ of digital waste” Source: TNS Digital Life study (surveyed 72,000 consumers across 60 countries), Nov 2011•http://www.tnsglobal.com/_assets/files/TNS_Digital_Life_press_release.pdf
  4. 4. What I’ll be delivering … • Main barrier to successful Social Media engagement • The importance of community engagement • Five “P’s” of successful engagement
  5. 5. Biggest barrier to turning Social Media into acompetitive advantage… Placing Tactics before Strategy
  6. 6. Rolling out a structured Engagement Strategywill move the dial on your Social Media results Providing a positive experience creates valuable relationships with key stakeholders: • Turn Brand Detractors into Promoters • Opportunity to create Brand Ambassadors • Higher Engagement leads to higher Facebook Reach … because your loyal Brand Ambassadors will do the work for you.http://www.webliquidgroup.com/blog/knowledge/does-facebook-post-engagement-create-reach/
  7. 7. Case Study | Cass Business School
  8. 8. Objectives Drive growth in high caliber student applications across all products / courses By creating … Positive sentiment and brand perception Driven by… Engaging with potential & current students, Alumni, the business community and leveraging their positive experiences,
  9. 9. Student Intake| YoY Results Context Social Media: The Cass • Cass previously took an organic approach with no underpinning strategy • The Facebook 2011 re-launch saw 434% more interactions than 2010 • Over last three months Cass Official Facebook Page had a higher % fan growth (31.7%) than Lady Gaga (10.6% )! Source: Facebook Insights
  10. 10. So… what are the secrets to building impactfuland meaningful Social Media engagement? The Five “P’s” of Engagement…
  11. 11. 1. Proposition Define your purpose for Deliver genuine value to engaging in Social Media your community
  12. 12. IBM 2011 Study| Gap between what1. Proposition brands think consumers want versus what consumers really want.
  13. 13. 2. People Complete a Competency Gap Analysis Define specific Recruitment needs Hold holistic training to empower team
  14. 14. 3. (be) Provocative & Personal Be Provocative, yet Human
  15. 15. 3. (be) Provocative & Personal Be Provocative, yet human Make it personal Keep them “warm” Keep it short and sweet
  16. 16. 4. POLICIESBad use of “policy” & engagement! • Greenpeace launched a campaign in 2010 against Nestlé’s use of palm oil from questionable sources with a video that very few saw • Nestlé, went legal immediately and demanded the content be removed • Greenpeace responded by spreading the video by alternate channels and causing a far greater story • Nestlé further antagonised users by threatening them with deletion if comments posted on their Facebook page included doctored Nestlé logos
  17. 17. 4. POLICIESAll Staff Social Media PolicySocial Media Authorised Spokespeople Policies• Risk Assessment, Crisis Mitigation & Escalation• Rules of Engagement PoliciesSocial Media Community Policy & SLA
  18. 18. 4. POLICIES Golden Rules of Engagement 1. Define when, how and why to engage with the community 2. Don’t deal with bad people or bad content 3. Never get into a debate with disgruntled users in an open environment 4. Be humble with responses, do not dismiss issues or complaints 5. Always use facts – if you cannot back up what you are saying you will find yourself in trouble! 6. Always add value
  19. 19. 5. PROCESSConsider Community EngagementProcess• Plan• Consider Resource• Content Management Process (inc tools)• Be consistent, responsive & committedMeasurement, optimisation &knowledge sharing process essentialDefine a process to track loyalcommunity ambassadors
  20. 20. Once you’re there…Say “Thank you”...
  21. 21. Summary… Improving Community Engagement is a critical component of Social Media success. The biggest barrier of turning Social Media into a competitive advantage is placing “tactics before strategy”
  22. 22. You can succeed by addressing the “Five P’s of Engagement” 1. Proposition De • Define purpose for Engaging in Social Media • Add genuine value to your community 2. People • Undertake Competency Gap Assessemnt • Recruite to meet requirements • Faciliate training to Empower Social Media Authorised Spokespeople 3. (Be) Provocative & Personal • Be Provocative, yet human • Make•it Personalexample text. This is an • Keep it short, sweet & visible • This is an example text. 4. Policies • All Staff Policy on Social Media • Comprehesive Social Media Authorised Spokespeople Policies • Social Media Community Policy & SLA 5. Process • Community Engagement Process • Measurement, optimisation & knowledge sharing Process • Process to track active participants
  23. 23. Thank you… Feedback? Questions?Irene ZalamiSenior Account DirectorWeb Liquid GroupD: +44 (0) 20 7251 7053E: irene@webliquidgroup.comT: @Boucle_d_or
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