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What Is Social Media Engagement?

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

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

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  • 1. BRAND DRIVEN digital What Is Social Media Engagement? The Mechanics & Rules for Leveraging Social Media Conversations for Your Business nick westergaard | branddrivendigital.com | 2014
  • 2. Conversation Reminder @NickWestergaard
  • 3. 3 Cs of Digital Brand Building CONVERSATIONS CONTENT COMMUNITY How you engage What you create/share Who you do it for
  • 4. Where We’ll Start CONVERSATIONS CONTENT COMMUNITY How you engage What you create/share Who you do it for
  • 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. 1 What Is Engagement?
  • 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. 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. 2 Conversations That Engage
  • 10. How Conversations Are Created Trust Authenticity Transparency
  • 11. Authenticity
  • 12. Conversations Yield Authenticity
  • 13. Find Your Brand Voice “Thank you for your feedback. We appreciate your support.” Photo via Flickr user hiddedevries ! vs. ! “Thanks!!! You rock :)”
  • 14. How Does Your Brand Voice Sound?
  • 15. “Guilty of Impersonating a Robot ...” Source: NASA Jet Propulsion Laboratory
  • 16. Brand Voice + Marketing Campaigns
  • 17. “Voice” Can Be Visual
  • 18. Authenticity: Signing On
  • 19. “ Be yourself. Everyone else is already taken.” – Oscar Wilde Photo via Flickr user Brian Negus
  • 20. Transparency Photo via Flickr user edans
  • 21. Transparency: Backstage Photo via Flickr user Max Wolfe
  • 22. Behind the Scenes Access
  • 23. Transparency x 2
  • 24. Transparency: Show Your Mission
  • 25. TRUST authenticity & transparency work to build
  • 26. Social Media Matters More Source: Edelman Trust Barometer (2012)
  • 27. Leadership Has Less Credibility Source: Edelman Trust Barometer (2012)
  • 28. A Shift in the Near Future Source: IBM
  • 29. Social + Leader = Trust Photo via Flickr user Gultaggen
  • 30. Case Study: Ford
  • 31. 3 Questions & Answers (Tips & Tricks)
  • 32. How Can You Be Engaging? Photo via Flickr user alexanderdrachmann
  • 33. 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?”
  • 34. Ask & You’ll Get Answers
  • 35. Ask & You’ll Get Answers
  • 36. Ask Visual Questions
  • 37. 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 ...”
  • 38. TIP: Caption This
  • 39. 1:1 Commenting Photo via Flickr user andrechinn
  • 40. 1:1 Commenting in Action
  • 41. 1:1 Commenting in Action
  • 42. Leave No Customer Behind
  • 43. Brand Voice + 1:1
  • 44. “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
  • 45. Don’t Know the Answer? Photo via Flickr user cowbite
  • 46. Tell Stories (Not Just You) Photo via Flickr user ClaraDon
  • 47. Tell & Foster Stories
  • 48. 4 Dos & Don’ts: The Rules of Engagement
  • 49. There Aren’t Any! (Wrong) Photo via Flickr user rishibando
  • 50. Not Broadcasting – 12:1
  • 51. Nothing Too Personal Photo via Flickr user twodolla
  • 52. Nothing Polarizing
  • 53. Don’t Fear Showing Personality Photo via Flickr user jetheriot
  • 54. Don’t Fear Long, Prescriptive Posts
  • 55. 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
  • 56. 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
  • 57. Happy Fans Will Tell the World Photo via Flickr user GaryKnight
  • 58. Content + Conversations = Community
  • 59. Content + Conversations = Community
  • 60. Lessons from Improv Photo via Flickr user Mulling It Over
  • 61. On Mistakes Photo via Flickr user Jacqui 1686
  • 62. “If You Build It They Will Come” - Nope. Photo via Flickr user Zach Heller Photography
  • 63. 5 What’s Next: Building a Campfire
  • 64. The 3 Cs of Digital Brand Building CONTENT CONVERSATIONS COMMUNITY Content that helps Conversations that engage Community that connects
  • 65. The 3 Cs of Digital Brand Building™ Content + Conversations = COMMUNITY
  • 66. Need All to Burn Next Up — Content Photo via Flickr user CostinThempikutty.com
  • 67. What Brands Do You Converse With?
  • 68. BRAND DRIIVEN social BRAND DRIVEN digital Questions? ! blog: branddrivendigital.com podcast: worktalkshow.com twitter: @nickwestergaard nick westergaard | branddrivendigital.com comn nick | i csukm 2014 westergaard wmeesrt–erfaglala 2r0d1 3 | fall 2012