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 ;)