How to Engage an Audience

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A top level overview, hopefully with some best practice advice, on how to talk to your customers within social media spaces online.

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How to Engage an Audience

  1. 1. sequence
  2. 2. it supports the democratization of knowledge and information, transforming people from content consumers into
  3. 3. often when when we speak about social media we refer to it as a whole as if the phrase itself sums up one single channel
  4. 4. of course that’s far from the truth blogs & microblogs social bookmarking wikis widgets & apps forums & message boards podcasts & vlogs video/photo/presentation sharing virtual worlds & augmented reality
  5. 5. increasingly we also means this
  6. 6. and this
  7. 7. 33% of all uk internet users visited facebook in august 2009
  8. 8. social media is about people as marketers we need to stop viewing people as “consumers" or “users”
  9. 9. Hitesh Bhatt 2009
  10. 10. so what’s it good for? identifying key influencers supporting loyalty or CRM programs market research & competitor analysis customer support listening & monitoring what’s being said improve your search engine ranking engage your customers in a conversation
  11. 11. you cannot afford to be everywhere at once
  12. 12. you cannot ignore what is happening whilst your brand may not be involved your customers are and they’re talking about you
  13. 13. 62% of UK shoppers consult online communities before buying Quideo / YouGov, july 2008
  14. 14. 74% of people choose companies or brands based on customer service experiences shared online exploring the link between customer care and brand reputation, SNCR, april 2008
  15. 15. 93% of social media users think brands should be in social media business in social media study, opinion research corporation, september 2008
  16. 16. when tango entered the facebook app arena they received a 37% conversion rate business in social media study, opinion research corporation, september 2008
  17. 17. when coming up with a strategy why do you want to use social media how does it fit in with everything else you’re doing? would something else be better? how will you know when you have succeeded? what will your ROI be? will your ROI have a financial figure to it? how will I reward people who play with me?
  18. 18. important to remember these are just new tools business and marketing requirements must come first for a well planned social media strategy
  19. 19. no one exists on a single media island this is as true for your online activity as it is for your offline consumption
  20. 20. don’t restrict your social media activity to social media only reuse in other online spaces and take it offline when you can it’s valuable
  21. 21. social media looks good right now it’s free that means good value for money? so why not give it a try
  22. 22. be honest about who you are and add real value to the people you touch and the spaces you choose to frequent
  23. 23. don’t go for the hard sell and try to pull the wool over anyones eyes you will get caught
  24. 24. have a purpose to everything you do and facilitate the conversation rather than try to control it
  25. 25. remember that whilst the game may well have changed there is huge potential and if taken in the right way can lead to huge rewards for your brand and customers
  26. 26. thanks howard.scott@sequence.co.uk @howard_scott
  27. 27. Big ben “opportunity” - http://www.flickr.com/photos/gravitystorm/ Slide 3 - http://www.flickr.com/photos/pakitt/ Horse slide - http://www.flickr.com/photos/bobcatnorth/ Island slide - http://www.flickr.com/photos/sharynmorrow/ images Sweet shop - http://www.flickr.com/photos/nzbuu/ Doing it right - http://www.flickr.com/photos/tunnelbug/ Commodore64 - http://www.flickr.com/photos/kris3198/ Gossip girls - http://www.flickr.com/photos/jvk/ Millionaire - http://www.flickr.com/photos/psmorrison/ Joystick - http://www.flickr.com/photos/duncan/ Conversation - http://www.flickr.com/photos/11739182@N03/ Beauty queen - http://www.flickr.com/photos/dizzygirl/ Recycling - http://www.flickr.com/photos/cantonpubliclibrary/ Speakers corner - http://www.flickr.com/photos/aleksiaaltonen/

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