091130 - Engaging Conversation presentation to NGOs

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Presentation that I gave at a Ruder Finn event for NGOs.

Presentation that I gave at a Ruder Finn event for NGOs.

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  • Becks
  • Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/nicheQuery results are based on content and conversation, and both can be influenced and shapedQuery - query is the gateway to conversation – site content, SEO, linking strategies, online conversionQuery leads to a destinationUsers evaluate multiple destinations before choosing to engageWe can either create destinations or relate with existing destinations through blogger and community outreach or social networkingDestination – site | content creation, blogger outreach, social networkingThrough social media, each user influences the next as he or she travels along the path from intent to interactionBy delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networksInteraction – meaningful – makes the media social
  • Relationship building: Foster relationships with online influencers around shared intentContent creation:Provide users with tools and information that addressuser intentSocial Media Optimisation: ‘Socialise’ content for discoverability, share-ability, and interactivityDestination development: Create unique destinations focused around commonuser intentIntranet 2.0: idea generation, knowledge sharing, connectivity, culture sharing,
  • BenchmarkingShare-of-voiceSentiment, favorabilitySearch rankingsWeb traffic dataOngoing MeasurementOptimize outreachEnhance user experienceGauge our impactIdentify opportunities
  • Nick
  • Situation As the category leader in treating CML, a form of Leukemia, Novartis wanted to provide a needed tool for patients to share, support and connect with each otherStrategy Develop an online tool specifically dedicated to the global CML community allowing members to build profiles, share unique stories, search profiles and make direct connections to other patients from around the worldResults Beta launch of global community with ‘endorsement‘ of over one hundred patient group representatives from around the world
  • Nick

Transcript

  • 1. Digital Masterclass:
    Engaging your communities & evaluating success.
  • 2. Why?
    2 billion
    Over 300M
    8 million
    350,000
    1.8 million
    85
    pieces of content created a week
    people on Facebook alone
    new fans a day
    active applications on Facebook
    number on Twitter in UK
    accounts followed on average
  • 3. Because you don’t have a choice
    Determined communities will engage with your brand regardless of what you do.
  • 4. Intent driven
    Content driven
    Controlled message
    Open conversation
    Advertising
    Public Relations
    Social Media
    Push Messaging driven by
    agegenderraceincomegeography
    User querydriven by
    needdesirepassionwhimcuriosity
    Content-drivenvia intermediary
    newstrendsinformationeducationentertainment
    Intent is the new demographic
  • 5. Intent into interaction
  • 6. 7 strategies for online engagement
    Engagement ‘Menu’
    RelationshipBuilding
    ContentCreation
    DestinationDevelopment
    Social MediaOptimisation
    1
    Invite users into your space
    2
    Fish where the fish are
    3
    Create new spaces: Digital Communities
    4
    Blogger Outreach
    5
    Social Media Ambassadors
    6
    Intranet 2.0
    7
    SocialiseContent
    Content must resonate with User Intent
    Messages must come from Trusted Voices
    Engagement must include TransparencyandFeedback
  • 7. Scenario one
    Facebook page for raising awareness of its cause
    How to grow a stalled fan base?
    Who is your audience?
    What opportunity are you giving them to engage?
    What have you last done that is remarkable?
  • 8. Scenario two
    Keeping a consistent tone of voice on Twitter
    Coping with regulation
    Motivating contributors
    Set out social media rules of engagement
    Pre-approve topic areas rather than every post
    Use metrics to generate a competition between tweeters
  • 9. Scenario three
    Encouraging discovery and dialogue via short films and photo essays
    How to engage
    Atomise
    Optimise
    Seed through online media and blogger relations
  • 10. What about measurement?
    Benchmark
    Ongoing measurement
    RoE (return-on-engagement)
    Lay of the land, set campaign goals
    Optimise campaign, spot opportunities
    Flaunt our awesomeness
  • 11. More KPIs than you can possibly imagine
    Fans
    Print page
    Downloads
    Invite | refer
    Bookmarks
    Alerts
    Forward to a friend
    Social media
    participation
    Email
    Subscriptions
    Report spam | abuse
    Comments
    Followers
    Reviews
    Traffic source
    Profile
    update
    Favourites
    Feedback
    Settings
    Total contributors
    v active contributors
    Social media
    sharing
    Personalisation
    Install
    widget
    Groups
    Uploads
    Testimonials
    Ratings
    Posts
    Time spent
    on page
    Views
    Ratings
    Widgets
    Wishlists
    Love this | like this
    Registered
    users
    tagging
    Messaging
  • 12. You want people to love your website
    Fans
    Print page
    Downloads
    Invite | refer
    Bookmarks
    Alerts
    Forward to a friend
    Social media
    participation
    Email
    Subscriptions
    Report spam | abuse
    Comments
    Followers
    Reviews
    Traffic source
    Profile
    update
    Favourites
    Feedback
    Settings
    Total contributors
    v active contributors
    Social media
    sharing
    Personalisation
    Install
    widget
    Groups
    Uploads
    Testimonials
    Ratings
    Posts
    Time spent
    on page
    Views
    Ratings
    Widgets
    Wishlists
    Love this | like this
    Registered
    users
    tagging
    Messaging
  • 13. You want people to store & share things
    Fans
    Print page
    Downloads
    Invite | refer
    Bookmarks
    Alerts
    Forward to a friend
    Social media
    participation
    Email
    Subscriptions
    Report spam | abuse
    Comments
    Followers
    Reviews
    Traffic source
    Profile
    update
    Favourites
    Feedback
    Settings
    Total contributors
    v active contributors
    Social media
    sharing
    Personalisation
    Install
    widget
    Groups
    Uploads
    Testimonials
    Ratings
    Posts
    Time spent
    on page
    Views
    Ratings
    Widgets
    Wishlists
    Love this | like this
    Registered
    users
    tagging
    Messaging
  • 14. You want people to make a noise
    Fans
    Print page
    Downloads
    Invite | refer
    Bookmarks
    Alerts
    Forward to a friend
    Social media
    participation
    Email
    Subscriptions
    Report spam | abuse
    Comments
    Followers
    Reviews
    Traffic source
    Profile
    update
    Favourites
    Feedback
    Settings
    Total contributors
    v active contributors
    Social media
    sharing
    Personalisation
    Install
    widget
    Groups
    Uploads
    Testimonials
    Ratings
    Posts
    Time spent
    on page
    Views
    Ratings
    Widgets
    Wishlists
    Love this | like this
    Registered
    users
    tagging
    Messaging
  • 15. Just because it can be measured, doesn’t mean it should be
  • 16. One more word about measurement
    Holistic
  • 17. Google Analytics: quick tour
  • 18. Google Analytics: quick tour
  • 19. Google Analytics: quick tour
  • 20. Some words about engagement
    Be nice
  • 21. Be useful
  • 22. Be remarkable
  • 23. A community starts with one person, make sure it’s the right one.
  • 24. Here’s something
    we made earlier.
  • 25. Strength for caring
  • 26. CML Earth
  • 27. Love is respect
    Liz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse
    Bring campaign content, including videos, information and user-generated content, to popular social networking
    Webby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube
  • 28. One last thought…
    • Portumna has been a commercial centre for centuries
    • 29. Position at a strategic crossing point on the river Shannon
    • 30. Local shopkeepers who’ve know my family for at least four generations
    • 31. Understand their consumer needs
    • 32. Life-long relationships
    We’re trying to ‘bottle this lightning’ with online marketing!
  • 33. Thanks.
    http://ruderfinn.co.uk | @ruderfinnuk