Social Media engagement

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Social Media engagement

  1. 1. Social media to IMPROVE CONSUMER experience and ENGAGEMENTwww.theonlinecircle.com Social Media Engagement
  2. 2. www.theonlinecircle.com
  3. 3. POEM System Earned Media Owned Paid Media Media4-May-11 www.theonlinecircle.com
  4. 4. 4-May-11 www.theonlinecircle.com
  5. 5. • Conversations • Arguments • Instructions • Information • News • Advice • Gossip • Research • Opinions • Facts • Reflections • Questions • Stories • Music • Art • Insightwww.theonlinecircle.com
  6. 6. 4-May-11 www.theonlinecircle.com 7
  7. 7. 1. Inexperienced representatives2. Fragmentation3. Cloning strategies for different platforms4. Stale or simplistic content5. Mistaking personal Social Media use with business expertise6. Little or no Brand Monitoring7. Little or no Competitor Monitoring4-May-11 www.theonlinecircle.com
  8. 8. 1. InexperiencedRepresentatives Recovery Cost estimated to be $10M+
  9. 9. 34,191 Monthly Active Users----------------------------------------- = 44.5% Engagement76,833 Lifetime Likeswww.theonlinecircle.com
  10. 10. One strategy rather than 100 tacticsUninformed Trolls Fraudsters Spectators The The (affected by Customers Advocates bystander effect)Inform andconvert Identify Empower, Inform Entitle to Neutralise and break and grow act attention and Neutralis bystander discourage taking e using and give him out of the fear them social centre of validation to attention be active "Even if this is true......" "Although this is on-topic....." "I disagree...." "Yes, but....." 14 "Can you provide a source for this...." NOT FOLLOW UPS
  11. 11. www.theonlinecircle.com
  12. 12. www.theonlinecircle.com
  13. 13. Social Media Off Line – Mass MediaIndividuals CollectiveUsers are Active PassiveUsers are Brave ShyUsers Watch and Speak Out Watch and SleepAn Interactive Medium Essentially One WayAnonymity N / A (as not engaging)Driver’s Seat Passenger SeatSolitary CollectiveEasily access and influence their contacts Accessing and influencing takes more effortListening and Speaking Speaking and shoutingRepetition not always best Repetition works
  14. 14. Social Media Off Line – Mass MediaBuilding Relationships and Brand Building awareness and driving people to a buying decisionPull and Push (Philosophical) Push (Philosophical)Serving the consumer Serving the brand Tactical approach Tactical approachCreative for web Creative adapted for webBased on engagement and experience Based on visual and artContent Creation (volume and dynamic) Short ContentContent nimble, quick, conversational and Content largely locked in and staticresponsive
  15. 15. According to Facebook JUST 0.02% of stories actually make it to the news feed, and who will it be? Cadbury, Toyota, Telstra? Will yours?
  16. 16. Action NFO Fans SEOLike average increase LowComments higher No MediumShare higher yes High
  17. 17. www.theonlinecircle.com
  18. 18. Pre and post execution
  19. 19. How users interact Focus in filling the blank box. 90%+ interaction on People’s stream rather than the proper pagewww.theonlinecircle.com
  20. 20. How users interact Overall 55% increase in interactions with Visual messages.www.theonlinecircle.com/resources
  21. 21. 1. Keep Posts Short2. Ask Questions (if you have an audience)3. Post Towards the End of the Week4. Exclusive Content5. Provide instant gratification and a quick fix6. Talk to users by their name (Social Validation)7. Put the most important action to be done first8. Scarcity works (along with exclusivity is even better)9. Build reciprocity by giving something for free10. Food, sex and danger11. Speak to your fans by using the word ‘You’12. Get your visitors to make a commitment13. Use images that demonstrate similarity and attractiveness14. Be a master at telling stories15. Test, Measure and Improve
  22. 22. From Crisis to Engagementwww.theonlinecircle.com
  23. 23. www.theonlinecircle.com
  24. 24. www.theonlinecircle.com
  25. 25. Behavioural Target •Sponsored stories (Likes and Post) + •acquisition ads Affiliate Marketing Paid Displaywww.theonlinecircle.com
  26. 26. Results – 10 days • Facebook growth of apr. 3k • Engagement rate from nil to 60% • Movie entries – over 1,400 entries • Double opt in – over 600 names • Facebook exposition – 213,560 impressions • Online footprint – exposed to about 300k Australians • 37 mentions from blogs to forumswww.theonlinecircle.com
  27. 27. www.theonlinecircle.com/resources jeff@theonlinecircle.comlucio@theonlinecircle.com ( @lucio_ribeiro )
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