0
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
What Is Social Media
Engagement?
The Mechanics & Rul...
Conversation Reminder
@NickWestergaard
#UIMKTG
3 Cs of Digital Brand Building
CONVERSATIONS CONTENT COMMUNITY
What you create/share Who you do it forHow you engage
CONVERSATIONS CONTENT COMMUNITY
How you engage What you create/share Who you do it for
Where We’ll Start
Social Media Engagement
‣ What Is Engagement?
‣ Conversations That Engage
‣ Questions & Answers = Tips & Tricks
‣ Dos & Do...
1
What Is
Engagement?
ENGAGEMENT
noun
1. the act of engaging or the state of being engaged.
2. an appointment or arrangement: a business engagem...
ENGAGING
verb (used with object)
1. to occupy the attention or efforts of (a person or persons): He
engaged her in convers...
2
Conversations 

That Engage

Trust
TransparencyAuthenticity
How Conversations Are Created
Authenticity
Conversations Yield Authenticity
Find Your Brand Voice
Photo via Flickr user hiddedevries
“Thank you for your feedback. 

We appreciate your support.”
vs.
...
How Does Your Brand Voice Sound?
Conversations with Humor
“Guilty of Impersonating a Robot ...”
Source: NASA Jet Propulsion Laboratory
Brand Voice + Marketing Campaigns
“Voice” Can Be Visual
Authenticity: Signing On
Be yourself.
Everyone else
is already
taken.”
– Oscar Wilde
Photo via Flickr user Brian Negus
“
Transparency
Photo via Flickr user edans
Transparency: Backstage
Photo via Flickr user Max Wolfe
Behind the Scenes Access
Transparency x 2
Transparency: Show Your Mission
Can’t Be Transparent?
TRUST
authenticity & transparency work to build
Search & Social Matter
Source: Edelman Trust Barometer (2014)
Trust Is Maximized via Integration
Source: Edelman Trust Barometer (2014)
Engagement & Integrity
Source: Edelman Trust Barometer (2014)
Leadership Has Less Credibility
Source: Edelman Trust Barometer (2014)
A Shift in the Near Future
Source: IBM
Social + Leader = Trust
Photo via Flickr user Gultaggen
Case Study: Ford
3
Questions & Answers 

(Tips & Tricks)
How Can You Be Engaging?
Photo via Flickr user alexanderdrachmann
TIP: Relevant Question Ideas
‣ “Why did you like this page?”
‣ “What kind of conversations do you want to have here?”
‣ “W...
Ask & You’ll Get Answers
Ask & You’ll Get Answers
Ask Visual Questions
Other Engaging Post Ideas
‣ “Click Like if you agree!”
‣ “My favorite thing to do in the summer is _____________”
‣ “What ...
TIP: Caption This
1:1 Commenting
Photo via Flickr user andrechinn
1:1 Commenting in Action
Leave No Customer Behind
Brand Voice + 1:1
1:1 Commenting in Action
“Thank You” Goes a Long Way
‣ “Thanks a lot, Johnny. You rule!”
‣ “Thanks for taking the time to share.”
‣ “Thanks for lik...
Don’t Know the Answer?
Photo via Flickr user cowbite
Tell Stories (Not Just You)
Photo via Flickr user ClaraDon
Tell & Foster Stories
4
Dos & Don’ts:

The Rules of Engagement
There Aren’t Any!
(Wrong)
Photo via Flickr user rishibando
Not Broadcasting – 12:1
Nothing Too Personal
Photo via Flickr user twodolla
Nothing Polarizing
Don’t Fear Showing
Personality
Photo via Flickr user jetheriot
Don’t Fear Long, Prescriptive Posts
Do Not Delete (DND) Rule
Unless a comment is obscene, profane, bigoted, or
contains someone’s personal and private
informa...
6 Steps to Engage an
Upset Customer
‣ Answer the Social Telephone — Quickly! 24 Hours
‣ Respond with Humanity & Humility
‣...
Happy Fans Will Tell
the World
Photo via Flickr user GaryKnight
Content + Conversations = Community
Content + Conversations = Community
Lessons from Improv
Photo via Flickr user Mulling It Over
On Mistakes
Photo via Flickr user Jacqui 1686
“If You Build It They
Will Come” - Nope.
Photo via Flickr user Zach Heller Photography
5
What’s Next:

Building a Campfire
CONTENTCONVERSATIONS COMMUNITY
How you engage What you create/share Who you do it for
Next Up
The 3 Cs of Digital Brand Building™
Content + Conversations =
COMMUNITY
Need All to Burn
Next Up — Content
Photo via Flickr user CostinThempikutty.com
What Brands Do You Converse With?
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?
blog: branddrivendigital.com
podcast: onb...
What Is Social Media Engagement?
What Is Social Media Engagement?
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What Is Social Media Engagement?

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The Mechanics & Rules of Leveraging 
Social Media Conversations for Your Business

Published in: Business, Technology

Transcript of "What Is Social Media Engagement?"

  1. 1. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital What Is Social Media Engagement? The Mechanics & Rules for Leveraging 
 Social Media Conversations for Your Business
  2. 2. Conversation Reminder @NickWestergaard #UIMKTG
  3. 3. 3 Cs of Digital Brand Building CONVERSATIONS CONTENT COMMUNITY What you create/share Who you do it forHow you engage
  4. 4. CONVERSATIONS CONTENT COMMUNITY How you engage What you create/share Who you do it for Where We’ll Start
  5. 5. Social Media Engagement ‣ What Is Engagement? ‣ Conversations That Engage ‣ Questions & Answers = Tips & Tricks ‣ Dos & Don’ts: The Rules of Engagement ‣ Building a Campfire
  6. 6. 1 What Is Engagement?
  7. 7. ENGAGEMENT noun 1. the act of engaging or the state of being engaged. 2. an appointment or arrangement: a business engagement. 3. betrothal: They announced their engagement. 4. a pledge; an obligation or agreement: All his time seems to be taken up with social engagements. 5. employment, or a period or post of employment, especially in the performing arts: Her engagement at the nightclub will last five weeks.
  8. 8. ENGAGING verb (used with object) 1. to occupy the attention or efforts of (a person or persons): He engaged her in conversation. 2. to secure for aid, employment, use, etc.; hire: to engage a worker; to engage a room. 3. to attract and hold fast: The novel engaged her attention and interest. 4. to attract or please: His good nature engages everyone. 5. to bind, as by pledge, promise, contract, or oath; make liable: He engaged himself to repay his debt within a month.
  9. 9. 2 Conversations 
 That Engage

  10. 10. Trust TransparencyAuthenticity How Conversations Are Created
  11. 11. Authenticity
  12. 12. Conversations Yield Authenticity
  13. 13. Find Your Brand Voice Photo via Flickr user hiddedevries “Thank you for your feedback. 
 We appreciate your support.” vs. “Thanks!!! You rock :)”
  14. 14. How Does Your Brand Voice Sound?
  15. 15. Conversations with Humor
  16. 16. “Guilty of Impersonating a Robot ...” Source: NASA Jet Propulsion Laboratory
  17. 17. Brand Voice + Marketing Campaigns
  18. 18. “Voice” Can Be Visual
  19. 19. Authenticity: Signing On
  20. 20. Be yourself. Everyone else is already taken.” – Oscar Wilde Photo via Flickr user Brian Negus “
  21. 21. Transparency Photo via Flickr user edans
  22. 22. Transparency: Backstage Photo via Flickr user Max Wolfe
  23. 23. Behind the Scenes Access
  24. 24. Transparency x 2
  25. 25. Transparency: Show Your Mission
  26. 26. Can’t Be Transparent?
  27. 27. TRUST authenticity & transparency work to build
  28. 28. Search & Social Matter Source: Edelman Trust Barometer (2014)
  29. 29. Trust Is Maximized via Integration Source: Edelman Trust Barometer (2014)
  30. 30. Engagement & Integrity Source: Edelman Trust Barometer (2014)
  31. 31. Leadership Has Less Credibility Source: Edelman Trust Barometer (2014)
  32. 32. A Shift in the Near Future Source: IBM
  33. 33. Social + Leader = Trust Photo via Flickr user Gultaggen
  34. 34. Case Study: Ford
  35. 35. 3 Questions & Answers 
 (Tips & Tricks)
  36. 36. How Can You Be Engaging? Photo via Flickr user alexanderdrachmann
  37. 37. TIP: Relevant Question Ideas ‣ “Why did you like this page?” ‣ “What kind of conversations do you want to have here?” ‣ “What was your first experience with our product?” ‣ “Can you tell us a story about you and our product?” ‣ “What can we do better?” ‣ “What did you like best about your new product?” ‣ “Did you like our new ad?”
  38. 38. Ask & You’ll Get Answers
  39. 39. Ask & You’ll Get Answers
  40. 40. Ask Visual Questions
  41. 41. Other Engaging Post Ideas ‣ “Click Like if you agree!” ‣ “My favorite thing to do in the summer is _____________” ‣ “What other tips would you add to this list?” ‣ “True or False ...”
  42. 42. TIP: Caption This
  43. 43. 1:1 Commenting Photo via Flickr user andrechinn
  44. 44. 1:1 Commenting in Action
  45. 45. Leave No Customer Behind
  46. 46. Brand Voice + 1:1
  47. 47. 1:1 Commenting in Action
  48. 48. “Thank You” Goes a Long Way ‣ “Thanks a lot, Johnny. You rule!” ‣ “Thanks for taking the time to share.” ‣ “Thanks for liking us. We like you too. :)” ‣ “Thanks for your feedback. We’re listening.” ‣ “Thank you for the comment. Keep spreading the word!”
 
 Source: Likeable Social Media, Kerpen
  49. 49. Don’t Know the Answer? Photo via Flickr user cowbite
  50. 50. Tell Stories (Not Just You) Photo via Flickr user ClaraDon
  51. 51. Tell & Foster Stories
  52. 52. 4 Dos & Don’ts:
 The Rules of Engagement
  53. 53. There Aren’t Any! (Wrong) Photo via Flickr user rishibando
  54. 54. Not Broadcasting – 12:1
  55. 55. Nothing Too Personal Photo via Flickr user twodolla
  56. 56. Nothing Polarizing
  57. 57. Don’t Fear Showing Personality Photo via Flickr user jetheriot
  58. 58. Don’t Fear Long, Prescriptive Posts
  59. 59. Do Not Delete (DND) Rule Unless a comment is obscene, profane, bigoted, or contains someone’s personal and private information, never delete it from a social network.
 Source: Likeable Social Media, Kerpen
  60. 60. 6 Steps to Engage an Upset Customer ‣ Answer the Social Telephone — Quickly! 24 Hours ‣ Respond with Humanity & Humility ‣ Take the Matter Offline ‣ Deliver a Resolution Swiftly ‣ Don’t Feed the Trolls ‣ Leave a Record of Resolution Online
  61. 61. Happy Fans Will Tell the World Photo via Flickr user GaryKnight
  62. 62. Content + Conversations = Community
  63. 63. Content + Conversations = Community
  64. 64. Lessons from Improv Photo via Flickr user Mulling It Over
  65. 65. On Mistakes Photo via Flickr user Jacqui 1686
  66. 66. “If You Build It They Will Come” - Nope. Photo via Flickr user Zach Heller Photography
  67. 67. 5 What’s Next:
 Building a Campfire
  68. 68. CONTENTCONVERSATIONS COMMUNITY How you engage What you create/share Who you do it for Next Up
  69. 69. The 3 Cs of Digital Brand Building™ Content + Conversations = COMMUNITY
  70. 70. Need All to Burn Next Up — Content Photo via Flickr user CostinThempikutty.com
  71. 71. What Brands Do You Converse With?
  72. 72. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard
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