Digital Engagement Strategy Guide
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Digital Engagement Strategy Guide Digital Engagement Strategy Guide Document Transcript

  • Content Engagement Involvement AcquisitionIntegrated Engagement Strategy
  • WHAT’S HAPPENING WITH THE WEB?According to a study by Nielsen research, the average person inthe US spends over a fourth of his or her time online. Good thingyou have a website! Of the time spent online, however, 23% ofactivities center on social networks and blogs. But you’re ok, yourbusiness has a Facebook page and there is a company blogsomewhere in the interwebs. Hold on, almost 40% of those internetusers are consuming online content via mobile phones, and amonganother survey of business professionals, 87% still prefer to useemail for sharing content. Your online efforts definitely need mobilecompatibility and you still can’t afford to be out of your audience’sinbox. Oops, you almost forgot that there’s still Twitter, Linked In,YouTube, Pinterest, and other new networks popping up everyday! Wait, aren’t you supposed to have an intern that’s handlingall this, or is it just you that’s supposed to make all this digitalmagic work? 95% of Time Spent on Social Networks is on Facebook 87% of Business Pros Prefer to Share Content via Email 40% of Internet Users Consume Content Via Mobile Devices 27% of Free Time is Spent Online 23% of Time Spent Online is for Social Networks & BlogsOverwhelmed yet? Don’t worry, it gets worse…
  • THE HARD FACTS The audience you’re trying to reach isn’t passively waiting to be informed about how great your product or service is. In fact, the vast majority of people don’t even want to deal with you. Two thirds of the US population is on the national do-not-call list. 86% of people will do anything and everything to avoid TV commercials (aside from maybe during the Superbowl, but that air time is a little pricey). Approximately 44% of direct mail is never opened, and of the remaining mail that isn’t lost or Content misaddressed, who knows how much actually gets read. Let’s face it; your old marketing mix Engagement just doesnt cut it anymore!Involvement Acquisition Now, before you have a mental breakdown, there’s a reason were barraging you with cold, brutal facts – and it’s not to prepare you for marketing Armageddon. After all, we didn’t say your marketing mix is dead; it’s just obsolete. Youve just been running on steam power while sitting on all the ingredients for jet fuel, and that’s a problem. There’s still hope though! Your audience is willing to interact with you, but on their terms, not yours. Your old marketing channels and the new ones are still useful – you just need to know how to tie them all together. You need to be more than just informative, entertaining, trendy, or sexy – you need to be engaging, and for that, you need an integrated engagement strategy.
  • INTEGRATED ENGAGEMENT STRATEGY BREAKDOWN At this point, you’re obviously wondering, “what is an integrated engagement strategy?” In short, an integrated engagement strategy from a marketing standpoint is a focus on three key initiatives: content, involvement, and acquisition. The best way to understand how these initiatives work together is to think of your strategy as a living, breathing organism – there’s a body, a need for nutrients, and a role it serves within its ecosystem. To keep things simple, here’s how it breaks down: The Body The Nutrients The Niche RoleWhether it’s content, involvement, What do you want to happen from How does your engagement driveor acquisition, this is the core of an online engagement? Do you your business objectives? How canyour integrated engagement want people to consume you use your engagement to buildstrategy. If you’re a publisher, for information about your product or up a better body and consumeexample, content would tend be service, do you want people to talk better nutrients – this is the mostthe body of your strategy as it’s about you and drive traffic your complicated part, but it’s whatlikely to be your main source of way, do you want to be liked on takes your marketing mix from arevenue and the main reason for Facebook or mentioned in tweets? linear path to an-ever growingyour audience to engage with you. These are the things that feed your cycle.For other industries, like online integrated engagement strategycommunities or support groups, and make it move.it’s the interactions that driveresults. Still, in other industries likesports franchises, it’s the overallnumber of supporters you acquirethat matters most. The Niche Role The Nutrients The Body
  • ContentBased on a study done by the ContentMarketing Institute and Marketing Profs, anaverage sized company allocates around 26%of its marketing budget to content marketing,and no company - whether it has 1000+employees or less than ten – spends less than21% of the total marketing budget on content.Clearly, content is critical to the marketing mix,but just churning out branded white papers,videos, infographics, etc. isn’t what makescontent king (or queen). In fact, according toAndrew Gaffney of DemandGen Report, onlyaround 5% of people trust content brandeddirectly from a vendor. However, when contentis endorsed, created, or reviewed by peers, thetrust level jumps to 53%!One of the best examples of content which also happens to be a definitive guide on the subject was theContent Grid v2 by Eloqua and Jess3. This infographic, which explains how certain forms of content fitbest for different stages of the sales cycle and interest levels continues to be a useful tool for marketers,but also, because Eloqua markets to marketers, a compelling touch point for potential sales as well.
  • The Content cont. As wonderful as content can be, it’s no silver bullet. If you want content to be the hub of your integrated engagement strategy you’ll still need to work in acquisition and involvement tactics. You’ll also need to understand what you want to do with your content, and whether your company actually has the know-how or resources to execute. To make it easier, here are a few of the most common benefits from content and what you need to achieve them:Content Can: If You Can:Establish Trust with Your Audience Give Value Beyond Your Product or ServiceMake You Stand Out from Online Noise Invest Time and Energy to Produce Quality MaterialDrive Social Media and Overall Understand and Deliver What YourOnline Interaction Audience WantsPower Your Marketing and Sales Pipeline Tailor Topics and Mediums to Interest Levels from Top Funnel to CloseCreate Valuable Relationships Involve Your Audience in the ProcessEducate Potential Buyers Establish Yourself as a Trusted ResourceDrive Further Audience Acquisition Provide Incentives for Followers to Involve Their Friends
  • Involvement60% of people expect brands to respond on social media channels according to a recent study by ArnoldWorldwide. Clearly, involvement with your audience isn’t just a good idea, it’s required! What’s more,having interactive components can drastically boost the effectiveness of your marketing initiatives. Fromour own internal research, we’ve found that lead forms placed at the end of interactive content arecompleted 65% of the time! As great as involvement is though, it can be hard to achieve. According tothe Ehrenberg-Bass Institute less than 1% of people on Facebook actually engage with a brand page. Thisis why for many integrated engagement strategies, involvement plays a supportive role. If content is themain focus, involvement centers around driving conversations, shares and subscriptions for that content.If acquisition is the goal, involvement centers on inviting friends. Some companies, however, can makeinvolvement itself the keystone of their strategy.Surprisingly, Figment, a major online publisher found that they gained more from driving involvementfirst, then channeling that interaction toward their content. As you can see in this diagram, creating activityon Facebook is the primary objective and content as well as acquisition are used in supporting roles. Likes Pin Pinterest Twitter Follows Share 3) Increased exposure to socialchannels increases social sharingamong existing users and attracts Facebook new users Website Blog SnapApps Sweet Evil 2) Facebook is the primary channel of engagement for figment Apps are used to drive Cross promotion driving results 1) Great content is leveraged across Amazon Leads every channel in engaging ways Purchase driving user outcomes Authored content is highly Apps are created and Multiple forms of acquisition are leveraged and creates unique Content Channels distributed cross-channel for Outcomes employed to deliver likes, leads engagements to drive maximum exposure and results and actual purchase events promotion cross channel
  • What Involvement Can Do When looking to implement involvement, here’s what you need to remember:Involvement Can: If You Can:Result in User Generated Content Surprise, Delight, or Provide an Experience Worth SharingFuel New Fan Acquisition Resonate or Connect with Current FansGenerate Leads, Opportunities and Evaluate and Map Out the MostConversions Compelling Kinds of InteractionsFoster an Online Community Identify and Empower Brand Advocates and InfluencersAccelerate or Increase Purchases Build Relationships Beyond Capital Exchange with Your BuyersBuild Trust with Your Audience Communicate as a Peer NOT as a MerchantStand Out from the Competition Have a Unique Voice or Personality
  • AcquisitionNot all companies can be masters of content or interaction, but to foster utility outof engagement, sometimes, all it takes is an invitation. Acquisition of new audiencemembers, fans, followers, etc. may or may not be your main business objective, butof the three integrated engagement strategy components, it is the one piece thatcan turn slow linear progress into sharp exponential growth. If content is thefoundation of your integrated engagement strategy, acquisition tactics like “sharethis” buttons, “invite a friend” calls to action, or incentivized referrals can build notonly the amount of people your content reaches, but also the interactions yourcontent elicits. Similarly, if interaction is your focus, growing the amount of supportsconnecting with you inpublic or social mediaforums can turn to moreback channel leads,conversions, purchasesand post-purchase brandadvocates. Finally, ifacquisition is your primarygoal, your content and yourinteractions are benefits,but being a part of theoverall group is the biggestbenefit for your audience.Take a look at the the 60 second snap shot of what people are doing online. Allthis activity is happening , but without a good acquisition plan, you have no wayto tap into it all.
  • Acquisition cont. But if you’re thinking about making acquisition the base of your engagement strategy consider the following:Acquisition Can: If You Can:Amplify the Effect of Your Communications Target and Engage Relevant PeopleExpand the Reach of Your Content Distribute Material to Active UsersEnhance Lead Generation Funnel Your Audience from Multiple ChannelsDiversify Your Audience Appeal to New Verticals and DemographicsProvide More Accurate Data Measure Trends and BehaviorsBuild on Itself Document, Dissect and Duplicate What WorksEstablish Trust Serve as a Connection Between People of Similar Interests
  • MAKING CONTENT THE CENTER OF YOUR INTEGRATED ENGAGEMENT STRATEGYGood content produces great results. Companies with blogs generate around 67% moreleads per month than their blog-less peers. Businesses with forty or more unique landingpages generate ten times more leads than those with five or fewer landing pages. What’smore, 90% of marketers use some form of content marketing already. When it comes todefining the body of your integrated engagement strategy, content may be the clearestchoice.Making content work for engagement, however, isn’t always as easy as it seems. From ourown data, we’ve found that of companies who actively use Facebook, an astonishing 43%report seeing little to no likes, comments, or shares for all the content they post. The trendis also reflected on Twitter with 44% reporting little to no responses to posted content. Forblogs, the pattern doesn’t get much better coming in at 38%. These low results stem froma very common mistake – the draw is never the content itself, but the experience peoplehave with it. For content to be effective the audience needs to be involved – there needs tobe some kind of interactive element.Adding interactivity to your content, though, isn’t all that difficult or time consuming. It canbe as simple as including a question in a Facebook post, to placing a quiz or poll before awhite paper to involve your audience in the content itself. Even in old-school direct-mailcampaigns, new technology like QR codes can turn static pieces of paper into online games,rewards, or other mobile interactions. Whether it’s through add-ons, questions, or apps, forevery form of content you can think of, there is a way to make it interactive.When content and involvement are clicking, then it’s time to bring in acquisition. It’s not,however, just about telling your audience to invite their friends. It’s about creating programsand incentives that reward people for bringing in more members. Using contests orsweepstakes, for example, where the likelihood of winning goes up based on how manyshares, referrals, or invites you send can drastically drive fan acquisition. Even simple triviagames and quizzes can drum up numbers. Dorado Tacos & Cemitas, for example, saw a 50%registration rate for their mailing list and a 35% increase in subscribers to their email listsimply through a quiz that their restaurant visitors could take via mobile phone.
  • MAKING INVOLVEMENT THE CENTER OF YOUR INTEGRATED ENGAGEMENT STRATEGY95% of Facebook wall posts are not answered by brands, while 52% of consumers havereported un-following a brand because of repetitive or boring updates. Nevertheless, brandshave seen up to a 65% increase in Facebook audience engagement by using interactivecontent. Clearly, interaction can be a major differentiator online, and for companies whocan get it right, it can drive their whole integrated engagement strategy.With involvement as the centerpiece of your strategy, content serves more of a supportiverole, and acquisition remains as an enriching aspect to the system. Whether it’s data froma poll or a survey, constructive feedback generated through comments, or driving salesthrough deals or sweepstakes, in this model, keeping your audience active is your primarygoal.Consider this model for a major international sports franchise, AS Roma. As one of Italy’stop football (soccer) teams, Roma’s goal is to keep the visitors to its site active and engagedand in turn, more likely to make a purchase. Game-play features drive cyclical / attentive engagement Share Trivia Timer Each share action exposes app to new audience Maximize audience reach Multi- Progress and exposure Language Indicator Subscription Start Opt-Ins Over Incent with Bonus Entry Promote offers in lead gen Leads Bonus Entry SnapApp features enable brand Apps are created and Multiple forms of acquisition are to create an engaging Features Channels distributed cross-channel for Outcomes employed to deliver likes, leads experience for end users driving maximum exposure and results and actual purchase events business resultsAs you can see, Roma uses interaction, in this case a SnapApp quiz, to engage site visitorsand channel them into other desired outcomes. From likes, tweets, and other sharing actions,you can also see how acquisition builds on the effectiveness of this quiz as fans share it withother fans and even compete for pride or prizes. .
  • MAKING ACQUISITION THE CENTER OF YOUR INTEGRATED ENGAGEMENT STRATEGYLet’s face it; sometimes it’s all about numbers. For fast moving sales cycles or highlyconsumed products, more volume often means more conversions. In this case, beefing upthe numbers through fan acquisition is your best business option, and in turn, the maingoal of your integrated engagement strategy.In a recent study released by Ipsos OTX, nearly a fifth of respondents would purchase anitem if it was liked by a friend. Factor in that the average millennial Facebook user (age18-34) has around 319 friends and the average Twitter user has 126 followers, and you canstart to imagine thecompounding value ofbuilding an onlineaudience. The dream, ofcourse, is having one fantell his or her 100+ friends,and they tell their friendsand so on, but for that tohappen, your fans needsomething to tell. In anacquisition model, that“something to tell” is rarelyyour product or service,however. Instead, it’s anexperience that theycouldn’t have gottenoutside of the networkyou’ve created. Your main appeal, in this case is being a part of the audience itself, andthrough content and interaction, you reward people for staying and inviting others in.
  • PUTTING IT ALL TOGETHERNow that you understand some of the ins and outs of an integrated engagement strategyit’s time to bring it all together. This is where SnapApp comes in. As a platform, SnapAppbrings several of the necessary moving pieces of your integrated engagement strategytogether in one easy interface. Using SnapApp, you can structure content, involvementand acquisition together to achieve your business objectives. By publishing quizzes,surveys, polls sweepstakes, and other apps created through SnapApp you have all thenecessary parts to “snap” interactive functions on to your content, generate additionalcontent from involvement, or incentivize audience growth. By implementing an integratedengagement strategy with SnapApp, this year alone, companies have averaged nearlysix times more likes for their content verses typical Facebook engagement standards,an overall 89% app completion rate, and of the 1.2 million apps completed, 7% sawadditional sharing which helped contribute to almost 30 million total impressions!What’s all the more compelling – and what makes an integrated engagement strategyso vital – is that companies are leveraging all this engagement to drive real revenue!Through a single campaign run with SnapApp, Magic Beans, a leading retailer of earlychildhood products, averaged $.12 per unique lead over 113,318 total leads generated bythe campaign. In a similar campaign, the Philadelphia Eagles were able to generate anaverage of $.10 over almost 10,000 total leads. By having an integrated engagementstrategy, these companies were able to directly leverage engagement created throughSnapApp to deliver a positive ROI.Our goal at SnapApp is help brands unlock the real value of digital engagement acrossall their marketing channels. Our platform makes these engagements possible, but havingthe right strategy in place is what makes marketing efforts dramatically more profitable.Wondering where your engagement strategy stands now? Feel free to test or re-testyourself with our Engagement Grader app!
  • ResourcesState of the Media: The Social Media Report, Nielsen:http://www.nielsen.com/content/corporate/us/en/insights/reports-downloads/2011/social-media-report-q3.htmlThe Grande Guide to B2B Content Marketing, Eloqua:http://www.eloqua.com/grande/Grande_Guide_To_B2B_Content_Marketing.html120 Awesome Marketing Stats, Charts and Graphs – Hubspot:http://blog.hubspot.com/Portals/249/docs/ebooks/120-marketing-stats-charts-and-graphs.pdfSocial Marketing Rockstar Tour, Marketo:http://www.marketo.com/b2b-marketing-resources/category/best-practices/video-social-mediaAndrew Gaffney, DemandGen Report:http://www.demandgenreport.com/Arnold Worldwide:http://www.arn.com/Generate More Leads with B2B Social Media [Infographic]:http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/#ixzz228DbGSREContent marketing on the Rise, Smart Insights:http://www.smartinsights.com/content-management/content-marketing-strategy/content-marketing-infographic/The Ehrenberg-Bass Institutehttp://adage.com/article/digital/study-1-facebook-fans-engage-brands/232351/It’s Not Me, It’s You: Why Are Consumers Breaking Up with Brands:http://socialmediainfluence.com/wp-content/uploads/2012/03/infographic-its-not-you-its-me-full.jpg72 Fascinating Social Media Marketing Facts and Statistics for 2012http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#XSGUiDLrDmeqBvPT.99Facebook: A Profile of its ‘Friends,’ Pew Research:http://pewresearch.org/pubs/2262/facebook-ipo-friends-profile-social-networking-habits-privacy-online-behaviorThe Ripple Effect of Following a Brand on Social Mediahttp://www.public.site1.mirror2.phi.emarketer.com/Article.aspx?R=1009177#S83v3DXBpke2d4g4.99Magic beans Case study:http://www.snapapp.com/case-studies/magic-beansGo –Globe Infographic:http://www.sosemarketing.com/2012/03/01/every-60-seconds-on-social-media/