Customer Engagement Modelv0.1 | Douglas & Breitner


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In this document that we presented for a client we briefly explained our vison on online engagement strategy formulation

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Customer Engagement Modelv0.1 | Douglas & Breitner

  1. 1. Online Engagement strategy formulationByDouglas & Breitner
  2. 2. ContentsPhasing Engagement strategyPlanning deliverablesStrategy deliverablesExecution deliverablesCustomer Engagement model
  3. 3. Phasing Engagement strategy Planning Strategy ExecutionDeliverables Deliverables Deliverables1. Analyze current 1. Define online 1. Implement andperformance value proposition build experience2. Asses online 2. Define 2. Executemarket place communication mix communications3. Define SMART 3. Define 3. Monitor andobjectives & goals communication improve strategy Week 1 Week 2 - 3 Week 4 and further
  4. 4. Planning1. Analyze current internal performance In order to set the right SMART objectives, often clients already have a kind of online presence or activity. Therefore getting quantative insights are recommendable. Examples are sales, conversions and outcomes, specifically e.g. no referred traffic from social media sites, x% of revenue comes from y sources. Direct, Email, Google Natural & Paid Search
  5. 5. Planning2. Asses online market place Especially focus on Social Media situation analysis, insights in the adoption of different social networks and social tools, opportunities, threats, problems, limitations and constraints. Create personas by identify drivers for added value; what kind of information is desired, how do they wish to receive this (e.g. by current response, complaints, Q & A) Conduct competitor activity analysis. Tools to consider are either free tools like Google Alerts/Insights/Analytics Social Media plug in or paid solutions like for brand metrics/consumer comments
  6. 6. Planning3. Define SMART objectives & goals Besides driving brand awareness and develop loyalty with more ‘traditional’ measures such as perception shift metrics, purchase intent and recommendation intent, typical digital objectives are: Acquisition/Online Editorial Outreach (OEO). The methods you use to attract customers to your offer. x number of impressions/views/members vs. y cost & z number of visitors Conversion. The way visitors interact with your brand: x numbers of pages viewed per visitor y % of conversion from traffic to sale/lead/outcome z number of sale/lead/outcome. Retention. Methods you use to re-engage with your visitors/buyers x number of sales from repeat visits.
  7. 7. Strategy1. Define online value proposition Across all touch points, beneficial for target segment, differentiating Approach for example 6C model, content, customization, community, convenience, cost2. Define communication mix Define media budget, allocate (internal) resources, map performance metrics3. Define communications strategy Engagement: Create multiple interactions between the brand and the consumers to strenghten a customers‘ involvement in the brand , inform/consult/involve Brand loyalty: Motivate customers to spend more time on a website/microsite by adding value
  8. 8. Execution1. Implement and build experience Build engagement platform, functionalities, presence on Social Media channels Develop campaign calendar Develop news release program; include social media tags (interesting information to share, win an award)2. Execute communications Describe the business processes specifying tasks, sequences, decisions for Social Media channels. Describe the decision rights who the authority/permission/power has to do various things. E.g. highlight top contributors, distribution of promotions / events across Social Media channels Invite customers to interact
  9. 9. Execution3. Monitor and improve Performance diagnosis should help to ensure the digital marketing plan is on target; possibly reallocate budget Listen and monitor what active participants are saying in social media channels about the organization, product Determine product key opinion leaders/influencers and build relationships Interact and respond directly to feedback through social media channels Customer / profile analysis
  10. 10. Acquisition/OEO Conversion Retention A G Paid traffic Engagement platform Loyalty program Paid search Reward repeat buy Organic search E • (Rich) content • Iphone store locatorB app/widgets H Triggered Email YouTube • Employee blogging Video channel Event driven, • Consumers experience based on posting/idea generating/ customer behavior connect • Expert panelC I Social Media • Onsite videos, soundbites Microblogging Branded fan pages • Event buzzing Transparancy in Microblogging support & service F • (incentivised) profile D creation J Offline events • Online purchase/gifts Survey QRCodes • Sweepstakes After sales tips ‘n (Online) PR tricksA Cost per Visitor E Recency of traffic G # Repeat sale/revenue from social Brand vs. Non-Brand visits Traffic patterns, time spent, pages viewed media/email referrers/social Traffic /sales by of indexed pages Engagement rate (relevant actions taken), bookmarking tags Keywords generating traffic e.g .registered users, app downloads etc. H # Repeat visits, # desired interactionsB # views Duplication of content I # Followers, replies, solved issues # subscribers account/channel F # Sales/visitors from referrers # and content comments I Response, satisfaction # re use of video on blogs, social networksC # members # conversations/comments/discussionD # visits, sales
  11. 11. Contact details:Stephan Schroeders – PartnerDouglas & BreitnerTimorplein 451094 CC AmsterdamP.O. Box 945881090 GN AmsterdamThe NetherlandsM +31(0)6 456 00 507E stephan.schroeders@douglasandbreitner.comI