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091130  -  Engaging Conversation presentation to NGOs
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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.

Published in: Business, Technology

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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