What Is Social Media Engagement?
 

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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    What Is Social Media Engagement? What Is Social Media Engagement? Presentation Transcript

    • BRAND DRIVEN digital What Is Social Media Engagement? The Mechanics & Rules for Leveraging 
 Social Media Conversations for Your Business nick westergaard | branddrivendigital.com | 2014
    • Conversation Reminder @NickWestergaard
    • 3 Cs of Digital Brand Building CONVERSATIONS CONTENT COMMUNITY How you engage What you create/share Who you do it for
    • Where We’ll Start CONVERSATIONS CONTENT COMMUNITY How you engage What you create/share Who you do it for
    • Social Media Engagement ‣ What Is Engagement? ‣ Conversations That Engage ‣ Questions & Answers = Tips & Tricks ‣ Dos & Don’ts: The Rules of Engagement ‣ Building a Campfire
    • 1 What Is Engagement?
    • 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.
    • 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.
    • 2 Conversations 
 That Engage

    • How Conversations Are Created Trust Authenticity Transparency
    • Authenticity
    • Find Your Brand Voice “Thank you for your feedback. 
 We appreciate your support.” ! vs. ! “Thanks!!! You rock :)” Photo via Flickr user hiddedevries
    • How Does Your Brand Voice Sound?
    • “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
    • authenticity & transparency work to build TRUST
    • Social Media Matters More Source: Edelman Trust Barometer (2012)
    • Leadership Has Less Credibility Source: Edelman Trust Barometer (2012)
    • 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?” ‣ “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?”
    • 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 other tips would you add to this list?” ‣ “True or False ...”
    • TIP: Caption This
    • 1:1 Commenting Photo via Flickr user andrechinn
    • 1:1 Commenting in Action
    • Leave No Customer Behind
    • Brand Voice + 1:1
    • “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
    • 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 information, never delete it from a social network.
 Source: Likeable Social Media, Kerpen
    • 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
    • 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
    • The 3 Cs of Digital Brand Building™ CONTENT Content that helps CONVERSATIONS Conversations that engage COMMUNITY Community that connects
    • 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?
    • BRAND DRIVEN digital BRAND DRIVEN social Questions? ! blog: branddrivendigital.com podcast: worktalkshow.com
 twitter: @nickwestergaard nick westergaard | branddrivendigital.comnick westergaard | fall 2012 | summer–fall 2013 2014