Social Engagement Framework

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How to solve content marketing problems. Brands need to ATTRACT, ENGAGE, and INSPIRE people to ACQUIRE, ACTIVATE, and turn them into ADVOCATE(s).

Monitor & listen to your existing audiences and communities (employees, media, influencers, etc.) to uncover their needs and where they are so that you can deliver the right content in the right places.

Engage your audiences by creating compelling targeted content (campaigns, contests, crowdsourcing) tailored to specific audiences on specific platforms and distribute through paid and social media, implementing a process for tagging and SEO to acquire the right audiences in the right channels.

Inspire the audience with content that is provocative, visionary, differentiated, relevant, timely, positions you as a thought leader, fulfils their needs, and has a narrative to drive them to action. Include call to actions to share content, sign up for newsletters, take surveys, etc.

Acknowledge your engaged and inspired audiences via rewards (both tangible and intangible) such as RTs, Mentions, adding to a leaderboard, enabling co-creation (video or text story sharing), sharing in social stories, etc. Empower audiences to spread your story and awareness about your brand so that you can acquire new audiences.

Measure & Learn by setting up dashboards to measure against KPIs, to find influencers, to monitor sentiment, generate leads, and evaluate your messaging and campaigns in case you have to reset the agenda.

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Social Engagement Framework

  1. 1. Social Engagement Framework and Approach
  2. 2. SOCIAL MEDIA RECOMMENDATIONS Social Engagement-Inspiration Framework Audience(s) Acquire Activate Advocacy Engage Inspire Acknowledge Measure Monitor & Listen
  3. 3. SOCIAL MEDIA RECOMMENDATIONS Social Engagement-Inspiration Strategy Social media starts with uncovering your audience(s)’s needs, responding to those needs in relevant channels with engaging content that inspires them and turns them into loyalists and advocates who spread your message, converting them into brand advocates and ultimately sales. Engage Inspire Create compelling targeted content (campaigns, contests, crowdsourcing) tailored to specific audiences on specific platforms and distribute through paid and social media, implementing a process for tagging and SEO to acquire the right audiences in the right channels. Inspire the audience with content that is provocative, visionary, differentiated, relevant, timely, positions you as a thought leader, fulfils their needs, and has a narrative to drive them to action. Include call to actions to share content, sign up for newsletters, take surveys, etc. Monitor & Listen Monitor & listen to your existing audiences and communities (employees, media, influencers, etc.) to uncover their needs and where they are so that you can deliver the right content in the right places.
  4. 4. SOCIAL MEDIA RECOMMENDATIONS Social Engagement-Inspiration Strategy Measure & Learn Set up dashboards to measure against KPIs, to find influencers, to monitor sentiment, generate leads, and evaluate your messaging and campaigns in case you have to reset the agenda. Acknowledge & Build Advocacy Acknowledge your engaged audiences via rewards (both tangible and intangible) such as RTs, Mentions, adding to a leaderboard, enabling co-creation (video or text story sharing), sharing in social stories, etc. Empower audiences to spread your story and awareness about your brand so that you can acquire new audiences.

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