PRSA Boston 2013 Social Media Summit - Engagement
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  • This was no easy task….Engagement is a fuzzy metric that can be interpreted in many different ways. Yes, engagement is important as it relates to understanding what content resonated with your audience, or what attracts more people to your website. But like fan/follower count, engagement is just a piece in the puzzle that leads to an actual business metric like revenue.Post Engagement counts several different types of actions within 24 hours of someone viewing your ad or sponsored story or 28 days after clicking on it, including: Post Like, Post Comment, Post Share, Offer Claim, Vote, Follow, Link Click, Photo View or Video Play.
  • This was no easy task….Engagement is a fuzzy metric that can be interpreted in many different ways. Yes, engagement is important as it relates to understanding what content resonated with your audience, or what attracts more people to your website. But like fan/follower count, engagement is just a piece in the puzzle that leads to an actual business metric like revenue.Post Engagement counts several different types of actions within 24 hours of someone viewing your ad or sponsored story or 28 days after clicking on it, including: Post Like, Post Comment, Post Share, Offer Claim, Vote, Follow, Link Click, Photo View or Video Play.
  • Talking points:360PR was tasked with breathing new life into iconic brand, Alberto VO5, by launching its Facebook community.Launched with “What’s Your Secret?” campaign to first, tell VO5’s secret (that the brand name comes from the 5 essential vitamin oils needed for healthy hair) and to second, capture fans’ hair secrets to share with the community.Launch included a contest – fans asked to submit their hair secret, tag friends in their comment to have friends’ share their secret; prize was ultimate girlfriend getaway – trip for winner and four friends to local spa for a day; included treatments, lunch, and limo transportation to and from venue ($7500 prize value.) Contest ran during MarchResults: Over 2,000 entries; helped secure over 20,000 fans.Within first 90 days, fan base grew from 0 to 62,000 fans, 96% within target (women, between ages of 30-45.) Community driven by:Engaging content (5 quick fixes for hair on a humid day, 5 steps to perfect summer beachy waves, etc.)Contests (explained above)
  • Talking PointsThe What’s Your Secret Sweepstakes is a great example of a larger-scale contest for Facebook. Additionally, we’ve seen tremendous success with “smaller scale” contests, like the Spring Clean Your Beauty Routine Sweepstakes.This contest ran through month of April; Prize was a year’s worth of VO5 productFans were asked a different question each week tied to the contest theme, spring cleaning your beauty routineExample: How often do you clean out your makeup product?Each week a new winner was pickedSmaller scale contests like these really incentivize fans to engage frequently with the brand since there’s an increased chance of winning.45% of fans who viewed the contest tab entered; standard for contest entry and tells us that the steps asked of fans (answer question, submit email address, and select how they heard of the contest) were not too much (to the point of turning them away.)47% of fans who entered the contest shared the tab with their networks, garnering over 26.5 million impressions for the fan page
  • – Speak People know when you automate posts Don’t automate all your posts. support that with real conversations and interactions with your network. People on social media are good at figuring out what's authentic, they can also spot what is inauthentic from a mile away. Having They expect brands to talk to them with a real voice, and they’re not afraid to engage them in a public forum. Don’t automate posts. support that with real conversations and interactions with your network.First, you want to have a plan in place. Is the page for branding? Is it to create loyalty and a brand culture? Customer Service? Recruit employees? KNOW YOUR MISSION AND PURPOSE –Know your audience and design a content calendar that is Engaging, Relevant, and shareable.How?POSTING PHOTOS and VIDEOS – Facebook is much more image focused Instagram $1 BILYou don’t need to invest in a fancy camera — in fact, it’s a lot easier just to use a smartphone. Show fans what goes on behind the scenesUse delicious food shots w/ recipesTend to make mouths water and Likes escalate. ALWAYS BEST TO HAVE CALL TO ACTION – Asking questions helps drive engagement. How do you feel about this? OR did you see this seen this? That call to action is going to help encourage user engagmentAdd that call to action to a photo?... Killing 2 birds with one stoneSTEP OUTSIE OF JUST POSTING ABOUT YOUR BRAND – Don't just post about brand. Tweet about relevant content.Pay attention to what is trending and join the conversation. It’s one thing to provide consumers with information about you. It’s another to do that and curate other like-minded information for fans. Share like-minded brands’ information to leverage their fan base. Blogs and Articles about Healthy Lifestyle… Fitness… You should also start ‘Liking’ their fan pages. Stores that sell your products, Food Bloggers, etc. Dr. OZTAG YOUR PHOTOS & Posts when possible. share a bloggers wheat germ recipe, make sure you at tag them so it appears on their wall as well for added exposure. JOIN THE DISCUSSION – Users don’t want to be ignored 20% of tweets to a brand are about customer service. You need to be prepared to have staff to manage communication. – That’s where we can helpYou can also join in on conversations outside your wall. If a magazine or blog wrotes about you, comment on their postPAY ATTENTION TO FACEBOOK INSIGHTS - Facebook does a lot of the work for you, especially when it comes to analytics. Your job is to understand what they mean and how to use them to your advantage. Facebook tells you who your new fans are and breaks them down by gender and location to help you get a sense of who you’re talking to on Facebook.
  • Life is good is about maintaining that childlike opennessIt’s about gratitude for what we have.And it’s about seeing opportunity The keys to happiness are all around us The solutions

Transcript

  • 1. Stonyfield- 5.14.13 -Chandra CarsonCommunications Project Manager
  • 2. .#WAKEUPLID#WAKEUPPINTERESTBOARDBLOGGERINVOLVEMENT60 DAYS-60 WAYSTHEMESCOM#WAKEUPSHOTSDAILY#WAKEUPPOSTS#WAKEUPLIVE FEEDTABDAILY#CHALLENGEEMAILSCOMMUNITYMARKETINGSURPRISE#WAKEUPS RETAILCOOKINGDEMOS#WAKEUPTWEETS#WAKEUPPLAYLIST#WAKEUPWITHSTONYFIELDYOGURTDISH BLOG
  • 3. 7.7MMTwitterImpressions1,200+Tweets500+Instagramphotos12,000Newslettersign-ups
  • 4. #WakeUpWithStonyfieldwww.stonyfield.com/wakeup@Stonyfield /StonyfieldFarm /Stonyfield /Stonyfield
  • 5. @Lifeisgood@DavidOksman
  • 6. Driving Engagement@LoJackCorp@JasonLoJack@JayWarnickfacebook.com/LoJackCorpautotheftblog.com#PRSABoston© 2013 LoJack Corporation. All rights reserved.LoJack and the LoJack logo are trademarks or registered trademarks of LoJack Corporation in the United States and other countries.