Online Engagement

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Presentation was given to NAMA web conference March 30, 2010.

http://blog.anneadrian.com

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  • http://www.briansolis.com/2010/03/the-future-of-broadcast-media-is-social/http://www.nytimes.com/2010/02/24/business/media/24cooler.html?ref=technologySuper Bowl was the most-watched program in United States history,Awards shows like the Grammys are attracting their biggest audiences in years.
  • 1 in 7 people who watch the Super Bowl and the Olympics opening ceremony surfed the web at the same time. (The Nielsen Company)http://www.nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
  • 1 in 7 people who watch the Super Bowl and the Olympics opening ceremony surfed the web at the same time. (The Nielsen Company)http://www.nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
  • 1 in 7 people who watch the Super Bowl and the Olympics opening ceremony surfed the web at the same time. (The Nielsen Company)http://www.nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
  • 1 in 7 people who watch the Super Bowl and the Olympics opening ceremony surfed the web at the same time. (The Nielsen Company)http://www.nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
  • http://www.nytimes.com/2010/02/24/business/media/24cooler.html?ref=technologyThe point of this is that social media and online activities are not necessarily a replacement for traditional media but is and will serve as a complement to broadcast media and other learning and commuincations venues.
  • Most traditional marketing and advertisements are considered to be broadcasting. The purpose of social media implies that individuals and organizations interact in online environments.  However, many organizations use social media to broadcast their messages and have not used social media tools to listen or interact.  Because there is so much "noise" online, clients or potential clients ignore organizations' bull-horn messages.  Broadcasting example: We can use Twitter to publicize a new blog post.
  • Influence happens in small social circles. Messages may or may not resonate as they are spread through other circles.http://www.flickr.com/photos/aafromaa/4476152633/
  • "the teacher tried to increase his students' engagement in classactivities" -http://www.flickr.com/photos/choconancy/403986475/http://www.wordwebonline.com/search.pl?w=engagementwww.flickr.com/photos/choconancy/403986475/
  • http://www.wordwebonline.com/search.pl?w=engagementEngagement for business builds allegiance and trust which translates into an “emotional bond” or “attachment”. This allegiance, understanding and trust of the business develops over time with during repeated, ongoing positive interactions with your company with customers and employees develop with your business.This bond goes beyond a single moment in time and is instead, defined by the enduring behaviors, interacting and by observing by employees and customers.Engagement -- a state of mind with long-term intentions. Is the step right before that long-term commitment. Your intentions at the point of engagement are really driving toward a long-term relationship with your partner.http://www.clickz.com/3629019
  • Practices that indicate that knowledge is built and created by many and our organization, nor any individual, is the only expert.http://www.flickr.com/photos/missrogue/78787229/
  • Fast and responsive communications that indicate we are listening and value the importance of at-the-moment thoughts, problems, discussions, and issues.Flexible and agile processes and reactions that indicate our organization is designed to meet every changing needs of others.Flexibility in terms of customer service and changing processes to meet quickly changing needs.
  • Real empathy for community members where we develop an understanding of others and their needs.When we think of individuals building relationships, whether it is sales person building and keeping a relationship with a customer or building relationships with company partners, understanding the needs of the customer is imperative to building and maintaining those needs.
  • The online engagement is not a one time shot at the relationship. It is not a bullhorn experience. Continuous ongoing dialogue and demonstration that indicate the company believed in relationships, not just selling their product.
  • Immersing ourselves in environments where others are.
  • KnowledgeIntelligent insights and answersTransparency can demonstrate quality of answers and establish credibility. #3:  Show You Deliver ValueWhile social media holds out the promise of human contact and intelligent response, it also presents the risk of the knucklehead factor.  No-one wants to open themselves up to spam, troll-like responses, and a customer service rep whose only knowledge of the problem stems from the flow chart in front of him.To engage more visitors with your social media efforts, you will need to include cues that indicate you provide value—many more intelligent insights, answers, and offers than selfish promotions and corporate PR-speak.If Best Buy displayed the responses to tweeted questions, this would allow them to demonstrate the quality of their answers and a high signal-to-noise ratio.  Similarly, allowing transparency on Twitter streams, Facebook updates, and so on can allow the wary to see for themselves what kind of signal you’re sending.  This obviously overlaps a bit with the connectivity and instantaneity cues discussed earlier.
  • Doing everything by yourself is tough for a lot of reasons.But also if we think we can change behavior and mindsets my broadcasting only we are mistaken.
  • a position of social media strategist is probably the best match for me than any position that I have ever had.The challenge of teaching people new things that they don’t know they need to knowThe fun of teaching people who are eager.Knowing that building a strategy is not something I do by myself or in a vacuum
  • Newagtalk.comCombine ForumAsk and Answer Forums
  • Build relationships across and within differentgroups, both customer groups and businesspartners
  • TarasofskyConsider the level of disengagement, that is, what percentage of people come to your site (remember just one piece of the marketing/communications pie) and end up leaving the site with plans of divorce before they're even fully engaged. With so much talk about online engagement, he said, what's really important is Novo pointed out that if you can understand what causes that, then change your site to help address the issue, you can make a significant impact. It makes sense that you can work really hard offline and ruin it with a poor experience online. Novo agreed that you can't know this simply by looking at behavioral Web analytics data.http://www.clickz.com/3629019
  • http://www.clickz.com/3629019flickr.com/photos/80835774@N00/1043450869/Online behaviors changes perceptions, beliefs, and attitudes about your company. When focusing on engagement, tie in both attitudinal and behavioral measures and be sure you truly focus what drives that level of improved engagement with your business.http://www.clickz.com/3629019
  • Others ways to listen:Google News (for mainstream)Technorati (for social media)Keotag.com (monitors across the social media universe)Blogpulse.com (for hot topics that jump from blog to blog)BoardTracker.com (for forums)Copernic.com (any other site, including competitors)
  • http://mashable.com/2009/09/28/social-media-feedback/Want feedback that captures more emotion than a text response? YouTube now allows for “video responses”.
  • http://mashable.com/2009/09/28/social-media-feedback/
  • http://mashable.com/2009/09/28/social-media-feedback/
  • Start somewhere.Make sure you are following and friending others…Remember this is social!
  • http://www.digitalcenter.org/pdf/2008-Digital-Future-Report-Final-Release.pdfhttp://www.flickr.com/photos/walkn/3526522573/ Demonstrate that online relationships can change or focus individuals passions into causes….Ag could received the negative or positive.
  • blog.facebook.com/blog.php?post=72353897130
  • stics Retrieved 10/1/2009
  • blog.facebook.com/blog.php?post=72353897130facebook.com/press/info.php?statistics Retrieved 10/1/2009Fastest growing demographic is those 35 years old and older.facebook.com/press/info.php?statistics Retrieved 10/1/2009Almost half (48%) of adults have either a MySpace or Facebook page with 16% of adults updating their page at least once a day. Each month:2+ billion photos uploaded to the site.14+ million videos uploaded.8+ billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared.facebook.com/press/info.php?statistics Retrieved 10/1/2009
  • blog.facebook.com/blog.php?post=72353897130
  • emarketer.com/Article.aspx?R=1007271In 2010, eMarketer expects 15.5% of all US adult Web users to use the microblogging service via any platform. In April, eMarketer estimated that there would be just 12.1 million US adult Twitter users this year. The upward revision is due to growth in Q2 2009 even stronger than the huge gains seen by Twitter in Q1. More than one-half of all Twitter users (53%) are women, and the majority are young. Among users who disclose their age, 66% are under 25, and another 15% are ages 25 to 29. Most Twitter users are quiet: 85.37% tweet less than once per day. Only about 1.1% of users update their timeline an average of more than 10 times daily. This means a small group of users dominate the Twitter timeline—75% of all Twitter activity comes from just 5% of users. Not surprisingly, the more followers a user has, the more that person tweets. Sysomos reported that the average number of daily updates rises from three to six among users with more than 1,000 followers. But relatively few users are that popular. In fact, almost 94% of Twitter users have fewer than 100 followers. Just 0.68% reach the thousand-follower mark. The situation is very similar in the other direction. The vast majority of users (92.4%) follow fewer than 100 other microbloggers. Less than 1% subscribe to the feeds of at least 1,000 others. Among users who identified themselves as marketers, the numbers were significantly higher: 15% follow more than 2,000 people. http://www.emarketer.com/Article.aspx?R=1007250
  • flickr.com/photos/ebolasmallpox/2798612882/
  • ~80% of Twitter users have tweeted fewer than ten times. themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/barracudalabs.com/downloads/BarracudaLabs2009AnnualReport-FINAL.pdf(January 2010)More than one-half of all Twitter users (53%) are women, and the majority are young. Among users who disclose their age, 66% are under 25, and another 15% are ages 25 to 29. Most Twitter users are quiet: 85.37% tweet less than once per day. Only about 1.1% of users update their timeline an average of more than 10 times daily. This means a small group of users dominate the Twitter timeline—75% of all Twitter activity comes from just 5% of users. Not surprisingly, the more followers a user has, the more that person tweets. Sysomos reported that the average number of daily updates rises from three to six among users with more than 1,000 followers. But relatively few users are that popular. In fact, almost 94% of Twitter users have fewer than 100 followers. Just 0.68% reach the thousand-follower mark. The situation is very similar in the other direction. The vast majority of users (92.4%) follow fewer than 100 other microbloggers. Less than 1% subscribe to the feeds of at least 1,000 others. Among users who identified themselves as marketers, the numbers were significantly higher: 15% follow more than 2,000 people. http://www.emarketer.com/Article.aspx?R=1007250
  • ~80% of Twitter users have tweeted fewer than ten times. (January 2010)
  • http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/
  • Online Engagement

    1. 1. Online Engagement Anne Mims Adrian, PhD google.com/profiles/aafromaa aadrian@auburn.edu twitter.com/aafromaa blog.anneadrian.com slideshare.net/aafromaa March 30, 2010
    2. 2. Did you watch the 2010 Super Bowl? flickr.com/photos/bootbearwdc/4339897127/in/photostream/
    3. 3. Most-watched program in US history.
    4. 4. When you watched the Super Bowl, did you get online? flickr.com/photos/rmtip21/4304930330/
    5. 5. During Super Bowling and Opening Olympic Ceremonies Surfed web Did not surf 14% 86% (The Nielsen Company) nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
    6. 6. During events online discussion– the back channel—will increase. Surf Not surf (The Nielsen Company) nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
    7. 7. And increase. Not surf Surf nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
    8. 8. And increase. Surf Not surf nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
    9. 9. And increase. Not surf Surf nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
    10. 10. Adoption Curve & Phases Initial Discovery (2006-2007) Hype & Experimentation (2008-2009) Failure & Disappointment (2010) Triumph of Determination (2011-2013) Pervasive Adoption (2014-2015) socialnetworkroadmap.com/index/wp-content/uploads/2009/04/web2_adopt_curve2.png
    11. 11. Broadcasting Pushing content (products, services, advertisements) One to many Controlled publishing Static flickr.com/photos/matthileo/3728593992/
    12. 12. One to one Little or no scaling flickr.com/photos/hugovk/16072296/
    13. 13. Real people being Social Real life One life flickr.com/photos/aafromaa/846487425/
    14. 14. Influence ripples are not created by throwing a rock into the lake. flickr.com/photos/28481088@N00/438591493
    15. 15. Influence occurs in small social circles flickr.com/photos/aafromaa/4476152633/
    16. 16. Engagement act of sharing in the activities of a group participation, involvement, involution www.flickr.com/photos/choconancy/403986475/
    17. 17. Engagement builds allegiance and trust
    18. 18. Engaged: Listening flickr.com/photos/joyoflife/23724427/
    19. 19. Engaged: Authentic flickr.com/photos/gillat/3483112515/
    20. 20. Engaged: Transparent flickr.com/photos/einaros/3453909796/
    21. 21. Engaged: Sharing and building knowledge flickr.com/photos/missrogue/78787229/
    22. 22. Engaged: Fast and Responsive flickr.com/photos/32386419@N06/3510264656/in/photostream/
    23. 23. Engaged: Flexible and Agile flickr.com/photos/liberato/223754291/
    24. 24. Engaged: Empathy flickr.com/photos/apoptotic/3067514833/
    25. 25. Engaged: Valuing relationships flickr.com/photos/yourdon/3687528893/
    26. 26. Engaged: Immersion flickr.com/photos/lyle58/1335867029/
    27. 27. Engaged: Delivering Value flickr.com/photos/shawdm/486400745/
    28. 28. Online engagement doesn’t stand alone. flickr.com/photos/jule_berlin/853806749/
    29. 29. How to be engaging Converse. Ask others’ opinions. Involve others in problem solving, idea and content and product development. Treat customers, clients, and potential clients as community members. Converse with people who share common interests and goals.
    30. 30. How to be engaging Educate through blogging, in forums, and Twitter. Provide a means to share photos, techniques, best practices, and frustrations. Become a member and act like a member of a community or group.
    31. 31. Define the goals of engagement, aligned with business goals Look for and define a higher purpose flickr.com/photos/tomoski/2688883653/
    32. 32. Possible goals of engagement Build and maintain relationships. Build and maintain brand loyalty. Be responsive and timely. Establish support among the community.
    33. 33. Choose methods, appli cations, and course of action that fits. flickr.com/photos/lamentables/2989423656/
    34. 34. Go where the people are Look for hidden communities Forums Magazine communities Build relationships in the communities flickr.com/photos/paulwatson/7484420/
    35. 35. Define who are community members (and future members) Define who is core customer /client / community member Why would they care Create personas flickr.com/photos/cambodia4kidsorg/202143037/
    36. 36. Tactics Provide technical training and support. Connect needs with resources and people. flickr.com/photos/bootbearwdc/20109566/
    37. 37. Tactics Learn ways to collaborate across many different sectors. Focus on needs, goals, and communities. Utilize expertise and passion to build recognition and loyalty. flickr.com/photos/23072179@N00/398895543/
    38. 38. Tactics Evaluate. Measure online engagement. Consider attitudinal and behavioral changes. Evaluate disengagement. Adjust. Repeat. flickr.com/photos/asmamirza/2484419936/
    39. 39. ROI: Elephant in the room flickr.com/photos/80835774@N00/1043450869/
    40. 40. Get started by listening flickr.com/photos/44538409@N08/4443465544/
    41. 41. What is being said on the web google.com/alerts Google Alerts
    42. 42. Know what people are saying search.twitter.com/ Twitter Searches
    43. 43. Ask a question in LinkedIn Answers mashable.com/2009/09/28/social-media-feedback/
    44. 44. Add a poll web site or blog. Add a poll to Your Facebook Page. Poll Your Twitter Joe Posnanski Followers. blog joeposnanski.com/JoeBlog/ mashable.com/2009/09/28/social-media-feedback/
    45. 45. Put a survey on your blog mashable.com/2009/09/28/social-media-feedback/ flickr.com/photos/ryangs/3364941723/
    46. 46. Then what? Pick 1, 2, or 3.
    47. 47. Stay current. Expect changes in the future: technology & behavior. /
    48. 48. 87% of online community members participate in social causes that are new to them. 94% of online community members said the Internet helps them become more informed about social causes. digitalcenter.org/pdf/2008-Digital-Future-Report-Final-Release.pdf flickr.com/photos/walkn/3526522573/
    49. 49. Future: Mobile Computing In 2009, smartphone ownership increased from 11% to 17%. resourceshelf.com/2010/02/11/a-collection-of-new-statistics-about-social- networking-mobile-and-internet-traffic/
    50. 50. Future: Mobile Computing 3G phone ownership increased from 32% to 43%. Unlimited data plan subscriptions rose from 16% to 21%. resourceshelf.com/2010/02/11/a-collection-of-new-statistics-about-social- networking-mobile-and-internet-traffic/ flickr.com/photos/yourdon/3275742912/
    51. 51. Future: Mobile computing People who use mobile devices to access Facebook are almost 50% more active on Facebook than non-mobile users. More than 180 mobile operators in 60 countries working to deploy Facebook mobile products. facebook.com/press/info.php?statistics Retrieved 10/1/2009
    52. 52. Where the people are World Users US Users Facebook 400 million 112 million MySpace 175 million 57 million Twitter 75 million 19 million LinkedIn 60 million 30 million
    53. 53. 400 308 Facebook 1 US 2
    54. 54. Facebook 48% of Americans have a Facebook or MySpace account. (April 2009) news.harrisinteractive.com/profiles/investor/ResLibraryView.asp?ResLibraryID=34306& GoTopage=11&Category=1777&BzID=1963&t=11
    55. 55. Facebook Average user has 130 friends on the site. Average user spends more than 55 minutes per day on Facebook. facebook.com/press/info.php?statistics Retrieved 3/22/2010
    56. 56. 15% US Internet users Twitter stats 18 million 11% US Internet users 11 million 4% of US Internet users 6 million 2008 2009 2010
    57. 57. Twitter Answer ―What is happening?‖ Share thoughts. Share links. Ask questions. Answer questions. …in 140 characters or less.
    58. 58. Twitter stats Following does not have to be reciprocal.
    59. 59. Twitter stats Users with an average of 1,000 followers tweet the most, more than those with fewer than 100 followers, and more than those with more than 100,000 followers. barracudalabs.com/downloads/BarracudaLabs2009AnnualReport-FINAL.pdf (January 2010)
    60. 60. Twitter stats Average Twitter user has 27 followers. barracudalabs.com/downloads/BarracudaLabs2009AnnualReport-FINAL.pdf
    61. 61. Twitter stats Twitter users are becoming more engaged over time when controlled for sample age. themetricsystem.rjmetrics.com/2010/01/26/new-data-on- twitters-users-and-engagement/
    62. 62. Other Future Trends Expectation of Online Presence Geolocation Video Gaming User filtering of content
    63. 63. References Adama. J. 4 Ways to Use Social Media Cues to Engage People geniusplanetnigeria.com/2010/02/4-ways-to-use-social-media-cues-to.html Brogan, Chris, Audience or Community chrisbrogan.com/audience-or- community/ Burdy, Jason ClickZ, What Online Engagement Means to Your Web Site clickz.com/3629019 Hunt, Tara, The Whuffie Factor Scott, David Meerman, The New Rules of Marketing and PR The Social Network Roadmap globalhumancapital.org/?p=675 Why Are Marketers So Bad At Measuring Social Media? blogs.forrester.com/marketing/2009/11/why-are-marketers-so-bad-at-measuring-social- media.html?cm_mmc=Ask-_-twitter-_-twitter-_-8275664
    64. 64. In these places or Google “Anne Adrian” aafromaa@googlewave.com Google Buzz google.com/profiles/aafromaa blog.anneadrian.com twitter.com/aafromaa slideshare.net/aafromaa
    65. 65. Creative Commons Attribution-Noncommercial- Share Alike 3.0 United States License. This presentation is licensed under a Creative Commons Attribution- Noncommercial-Share Alike 3.0 United States License. Based on a work at www.slideshare.net/aafromaa Anne Mims Adrian
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