Delivering Delight: A new approach to audience engagement through social media (and other things)

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Rather than casually toss around words like engagement and delight - words that are utterly devoid of meaning without context - this presentation (delivered at the Social Capital Conference in Ottawa …

Rather than casually toss around words like engagement and delight - words that are utterly devoid of meaning without context - this presentation (delivered at the Social Capital Conference in Ottawa in July 2014) offers up working definitions for these terms and talks about how to create real value for your organization using social media and other digital marketing tools.

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  • Journey mapping for dummies
    (Re)defining engagement and embracing delight
    Why engagement and delight are key to user journeys
    How social media play a role
  • {CLICK} Sees a flyer. Or a bus ad. Or whatever. {CLICK} Looks up the product and {CLICK} likes it enough to check out reviews. {CLICK} Buys it from your store. Yay! But what if you could optimize this interaction? {CLICK} Maybe they sign up for your loyalty program or e-blast.{CLiCK}So they get an email a few weeks later with a new offer. You’ve been testing your emails, of course, so they click{CLICK}to your site and buy a thing. Yay! But what if they don’t{CLICK}. Luckily you’ve got a ballin’ remarketing campaign going so they see your ad for that product on lolcats{CLICK} It drives them back and they buy a thing!
  • Raise your hand if you have life insurance
    Raise your hand if you have an RRSP. Or an RESP. Or any other investment type portfolio
    How many of you are content with your service?
    How many of you can say you’re delighted with it.
    Statefarm/ING vs. Randy
    Difference? I knew I wanted an RRSP. I knew I needed an RRSP. ING gave me that. I was content. But what I also needed – and didn’t know it – was a basic tutorial on all the things I thought I knew (but didn’t) about personal finance
    Randy’s a delightful guy but that was TRUE delight. And it broke me out of my customer journey with ING, even though I was content.
  • 1 – “Did you see our latest email? Great deals on designer jeans!”
    2 – “LOVED that ad!” “Great service again from Store x”
    3 – Twitter-based customer service
  • 1 – The social channels are terrible for this. A tweet doesn’t have engagement metrics unless your only goal was to have people click on / reply to / favourite your tweet.
    2 – Email isn’t dead. Coupons aren’t dead. Get over yourself.
    3 – Remember that when someone starts to “want” something, it moves from delight to contentment.
  • Journey maps force you to think of things from the customer’s perspective.
    Social media allow you to connect with your users in a way that validates and enables these maps
    And they give you an opportunity to help move people along those maps
    This means you can create delight for you AND your customers

Transcript

  • 1. Delivering delight on both sides of the screen A new approach to audience engagement through social media (and other things)Social Capital Conference 2014 | July 26, 2014
  • 2. Hey there #SoCapOtt’ers, I’m Joe!• Director of Communications Association of Canadian Financial Officers • Program Coordinator (Social Media, Digital Analytics) Algonquin College • Lifestyle and Parenting Blogger Yummy Mummy Club • Twitter @joeboughner • LinkedIn www.linkedin.com/in/joeboughner @joeboughner #SoCapOtt
  • 3. Before we start, a bit of housekeeping• “Slow it down! • “Clean it up!” • “Dumb it down!” @joeboughner #SoCapOtt
  • 4. Ok, let’s DO this! @joeboughner #SoCapOtt
  • 5. @joeboughner #SoCapOtt “The secret is to be standing on both sides of the counter at the same time.” - Alvah C. Roebuck Co-founder of Sears
  • 6. Right. On to journey maps • Said fancily The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service (servicedesigntools.org) • Said simply It’s a map that shows every touchpoint you have with your customers / members / user / whatever @joeboughner #SoCapOtt
  • 7. Maps are the new funnels • Marketing / sales funnels focused on the organization. Maps focus on the user’s experience • For every single interaction point on a map, you need to ask yourself: • What is the goal of this interaction? • Are we achieving our goals with these interactions? • Do we have the content needed to support the successful completion of these goals? • Is there an opportunity to elevate to a higher- value persona? @joeboughner #SoCapOtt
  • 8. Our website Other online Email In store Other offline @joeboughner #SoCapOtt
  • 9. Deceptively simple • In reality, each channel is often managed by different teams (especially online v. offline) • Marketing metrics zero in on performance by channel; don’t make connection to bigger journey • Elevation is often ignored @joeboughner #SoCapOtt
  • 10. We’ll come back to this. But first… @joeboughner #SoCapOtt
  • 11. @joeboughner #SoCapOtt
  • 12. @jonnykaldo r @kaldorgrou
  • 13. So what am I getting at? @joeboughner #SoCapOtt
  • 14. What is engagement? The ability to compel a user to take an action that moves them along their journey map in a positive direction Or, even better, elevates them to a higher-value persona @joeboughner #SoCapOtt
  • 15. We now pause for a moderately-meandering anecdote that, if successful, will help connect these dots @joeboughner #SoCapOtt
  • 16. @jonnykaldo r @kaldorgrou
  • 17. So to recap: • If engagement is the key to moving people along their user journeys and elevating them to higher- value personas. . . • . . . delight is the grease that keeps that wheel spinning @joeboughner #SoCapOtt
  • 18. But wait, isn’t this a social media conference? @joeboughner #SoCapOtt
  • 19. Social channels are a key to this mix• They allow you to fill in the gaps between larger points on the map • They allow you to provide real-time feedback on the success or failure of your other efforts • They can even help you put people back on track if they fall off of the journey along the way @joeboughner #SoCapOtt
  • 20. But beware of common traps • Don’t mistake click-through with engagement • Don’t artificially-inflate the value of the channel as compared to others – social tends to be complementary, not primary • Don’t force moments of delight but don’t get complacent with contentment either @joeboughner #SoCapOtt
  • 21. @joeboughner #SoCapOtt “The secret is to be standing on both sides of the counter at the same time.” - Alvah C. Roebuck Co-founder of Sears
  • 22. And that’s that. Questions? @joeboughner #SoCapOtt