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What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
What Is Social Media Engagement?
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

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

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  • 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. Conversation Reminder @NickWestergaard #UIMKTG
  • 3. 3 Cs of Digital Brand Building CONVERSATIONS CONTENT COMMUNITY What you create/share Who you do it forHow you engage
  • 4. CONVERSATIONS CONTENT COMMUNITY How you engage What you create/share Who you do it for Where We’ll Start
  • 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. Trust TransparencyAuthenticity How Conversations Are Created
  • 11. Authenticity
  • 12. Conversations Yield Authenticity
  • 13. Find Your Brand Voice Photo via Flickr user hiddedevries “Thank you for your feedback. 
 We appreciate your support.” vs. “Thanks!!! You rock :)”
  • 14. How Does Your Brand Voice Sound?
  • 15. Conversations with Humor
  • 16. “Guilty of Impersonating a Robot ...” Source: NASA Jet Propulsion Laboratory
  • 17. Brand Voice + Marketing Campaigns
  • 18. “Voice” Can Be Visual
  • 19. Authenticity: Signing On
  • 20. Be yourself. Everyone else is already taken.” – Oscar Wilde Photo via Flickr user Brian Negus “
  • 21. Transparency Photo via Flickr user edans
  • 22. Transparency: Backstage Photo via Flickr user Max Wolfe
  • 23. Behind the Scenes Access
  • 24. Transparency x 2
  • 25. Transparency: Show Your Mission
  • 26. Can’t Be Transparent?
  • 27. TRUST authenticity & transparency work to build
  • 28. Search & Social Matter Source: Edelman Trust Barometer (2014)
  • 29. Trust Is Maximized via Integration Source: Edelman Trust Barometer (2014)
  • 30. Engagement & Integrity Source: Edelman Trust Barometer (2014)
  • 31. Leadership Has Less Credibility Source: Edelman Trust Barometer (2014)
  • 32. A Shift in the Near Future Source: IBM
  • 33. Social + Leader = Trust Photo via Flickr user Gultaggen
  • 34. Case Study: Ford
  • 35. 3 Questions & Answers 
 (Tips & Tricks)
  • 36. How Can You Be Engaging? Photo via Flickr user alexanderdrachmann
  • 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. Ask & You’ll Get Answers
  • 39. Ask & You’ll Get Answers
  • 40. Ask Visual Questions
  • 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. TIP: Caption This
  • 43. 1:1 Commenting Photo via Flickr user andrechinn
  • 44. 1:1 Commenting in Action
  • 45. Leave No Customer Behind
  • 46. Brand Voice + 1:1
  • 47. 1:1 Commenting in Action
  • 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. Don’t Know the Answer? Photo via Flickr user cowbite
  • 50. Tell Stories (Not Just You) Photo via Flickr user ClaraDon
  • 51. Tell & Foster Stories
  • 52. 4 Dos & Don’ts:
 The Rules of Engagement
  • 53. There Aren’t Any! (Wrong) Photo via Flickr user rishibando
  • 54. Not Broadcasting – 12:1
  • 55. Nothing Too Personal Photo via Flickr user twodolla
  • 56. Nothing Polarizing
  • 57. Don’t Fear Showing Personality Photo via Flickr user jetheriot
  • 58. Don’t Fear Long, Prescriptive Posts
  • 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. 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. Happy Fans Will Tell the World Photo via Flickr user GaryKnight
  • 62. Content + Conversations = Community
  • 63. Content + Conversations = Community
  • 64. Lessons from Improv Photo via Flickr user Mulling It Over
  • 65. On Mistakes Photo via Flickr user Jacqui 1686
  • 66. “If You Build It They Will Come” - Nope. Photo via Flickr user Zach Heller Photography
  • 67. 5 What’s Next:
 Building a Campfire
  • 68. CONTENTCONVERSATIONS COMMUNITY How you engage What you create/share Who you do it for Next Up
  • 69. The 3 Cs of Digital Brand Building™ Content + Conversations = COMMUNITY
  • 70. Need All to Burn Next Up — Content Photo via Flickr user CostinThempikutty.com
  • 71. What Brands Do You Converse With?
  • 72. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard

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