A Two-Pronged Digital Engagement Strategy  Julie Szabo and Darren Barefoot
Who Are YourPeeps?
Engagement Pyramid             Core - Leaders             Committed - Evangelists/Influence             Congregation - Regu...
Audience: Committed                     Online   In the Real WorldCharacteristicsActionsMessageWhat do they get?How do the...
Audience: Committed                        Online        In the Real World                                      Builds mob...
Custom Asks for Each Audience          Segment               Find us on Facebook  Make product recommendations            ...
A Two-ProngedEngagement Strategy
Heartbeats
Heartbeat Activities:Website contentSearch engine optimizationEmail marketingPress releasesSocial media updatesOnline adve...
Heartbeat Outcomes:Connect with your communityGet evaluators; users excitedShine a light on customersEngage users/members ...
The Problem
Everyone is doingit.
Remarkables
“Safe is risky, andrisky is safe.”             - Seth     Godin
Remarkables Outcomes:Recruits new customersInspires actions & activitiesConnects with influencersIncreases attention (often...
How Do YouMakeRemarkables?
Change the medium of the        message.
Say it visually.
Riff on what the web loves.
Enable user contributions.
Heartbeat and RemarkablesWorking Together for Good
Word of mouth ROIMore actionsLess fatigueStronger customer voiceImpactRelevanceUps the cool factor
IngredientsStrategy: WOMMake great, sharablecontentSome budgetEngaged membersStaff resources
Questions?
@julieszabo, @dbarefoot
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
Engagement Strategies for the HTCE
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Engagement Strategies for the HTCE

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  • Engagement Strategies for the HTCE

    1. 1. A Two-Pronged Digital Engagement Strategy Julie Szabo and Darren Barefoot
    2. 2. Who Are YourPeeps?
    3. 3. Engagement Pyramid Core - Leaders Committed - Evangelists/Influence Congregation - Regular Buyers Community - First-Time Buyers Crowd - Aware
    4. 4. Audience: Committed Online In the Real WorldCharacteristicsActionsMessageWhat do they get?How do theyclimb thepyramid?
    5. 5. Audience: Committed Online In the Real World Builds mobileCharacteristics Loves PhoneGap apps regularly Active in the Uses PhoneGapActions Google group over other tools Become a core DevelopMessage contributor PhoneGap Recognition on Invited to presentWhat do they get? the blog and soc at conferences, meds etc.How do they Writes tutorials, Run a PhoneGapclimb the etc. meetuppyramid?
    6. 6. Custom Asks for Each Audience Segment Find us on Facebook Make product recommendations Create an account Core Share with friends Committed Recommend to othersCongregation Sign the petitionCommunity Write a product review Crowd Buy
    7. 7. A Two-ProngedEngagement Strategy
    8. 8. Heartbeats
    9. 9. Heartbeat Activities:Website contentSearch engine optimizationEmail marketingPress releasesSocial media updatesOnline advertising
    10. 10. Heartbeat Outcomes:Connect with your communityGet evaluators; users excitedShine a light on customersEngage users/members further
    11. 11. The Problem
    12. 12. Everyone is doingit.
    13. 13. Remarkables
    14. 14. “Safe is risky, andrisky is safe.” - Seth Godin
    15. 15. Remarkables Outcomes:Recruits new customersInspires actions & activitiesConnects with influencersIncreases attention (often media)Improves web presence
    16. 16. How Do YouMakeRemarkables?
    17. 17. Change the medium of the message.
    18. 18. Say it visually.
    19. 19. Riff on what the web loves.
    20. 20. Enable user contributions.
    21. 21. Heartbeat and RemarkablesWorking Together for Good
    22. 22. Word of mouth ROIMore actionsLess fatigueStronger customer voiceImpactRelevanceUps the cool factor
    23. 23. IngredientsStrategy: WOMMake great, sharablecontentSome budgetEngaged membersStaff resources
    24. 24. Questions?
    25. 25. @julieszabo, @dbarefoot

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