Social Engagement - A Primer

Online Social Engagement // A Primer Christine Mortensen // 07.22.2009

+  Social engagement is about building relationships through meaningful content and authentic conversations.

What is social engagement? •  A conversation between a brand and it’s customers •  Authentic & Honest •  Organic •  Transparent •  Relevant •  Inclusive •  Consumer-Driven

Social engagement is not… •  Strictly controlled, always “on message” •  Web 2.0 •  Right for everyone •  A strategy in and of itself

Where are these conversations taking place? •  Blogs •  Microblogs •  Wikis •  Social Networks •  Opinion Sites •  Multimedia Sites •  Mobile •  RSS •  Webcasts •  Forums •  News Sites

+  Social engagement is about building relationships through meaningful content and authentic conversations.

Listen & Learn

Listen & Learn Before jumping in to any relationship first you have to LISTEN •  Gain insights into customer perceptions •  Find out who is talking •  Discover where conversations are taking place •  Develop a strategy based on learnings “It’s about conversations, and the best communicators start as the best listeners.” - Brian Solis

Socialize & Mingle 8/25/09 Manifest / Social Engagement

Socialize & Mingle Establish a presence on social networks and engage in meaningful conversations •  Start talking to people in the various channels •  Build brand trust, share your expertise •  Infuse your brand personality •  Remember that it’s not all about you

Start to Date

Start to Date Get exclusive and give your customers a chance to become advocates •  Gauge the response and target key influencers, topics, and channels •  Create special offers, giveaways, promotions, etc. •  Re-evaluate your strategy, refine

Get Intimate 8/25/09 Manifest / Social Engagement

Get Intimate Show the world who you really are by letting them in on your plans, goals and dreams •  Reveal what you’ve learned and show how it’s impacted your business •  Create opportunities for people to feel ownership of the brand •  Give them something to talk about; sneak peeks •  Take the bad with the good. Own up to mistakes. 8/25/09 Manifest / Social Engagement

Monitor & Measure •  Watch daily for online conversations that could be damaging to brand. •  Listen to find people at their “point of need.” •  Watch competitive brands and use comparative graphs to track share of voice. •  Identify changes in brand perception (positive/negative)

Work we’ve done •  Bally •  Oneº •  OptInNow •  5 Star City •  BCBS, AutoZone, Scott & White

What’s Next? •  BlogWell Minneapolis (August 19) •  IMU certification •  Social Fresh (November)

Brown Bag Series 1.  Selling Social- Speaking to clients about social engagement 2.  Measure & Monitor- Determining ROI & Radian 6 demo 3.  Community Building- When, Why and How 4.  Twitter 101- Why and how to get started 5.  Twitter & Facebook- Beyond the basics, marketing for brands 6.  Crisis Management- What to do when shit hits the fan

Manifest Social 1.  Flickr 2.  Twitter @manifestdigital and @manifest_studio 3.  Yammer- Yammer.com sign up with MD email 4.  YouTube Channel 5.  Vimeo 6.  Facebook fan page 7.  Employee blogs - linked from MD homepage

Questions // Comments Christine Mortensen (aka- Morty) christine.mortensen@manifestdigital.com @cmortensen mortmort.com - OR - Stop by my desk to chat or for banana Laffy Taffy ;)

Social Engagement - A Primer

by christine mortensen on Aug 25, 2009

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