The slides from a recent webinar where we discuss specific strategies for improving your response across different social media platforms.

1. DRIVING
SOCIAL
ENGAGEMENT
How to leverage social
media to drive
engagement and grow
your business

2. WHAT IS ENGAGEMENT?
“The act of engaging or the state of being
engaged.”
“...engagement is more than just a channel. It’s a
dialogue; it’s the ability to choose how and when
to engage; it’s the value each channel represents;
it’s whether or not expectations were met.”
”the ability to reach out to and get response from
a company (as a consumer) or an audience (as a
company)”

3. PERHAPS THIS IS BETTER...
Engagement is a conversation that is
authentic and relationship-oriented. It
is more than just dialogue, as it creates
a forum for multiple voices.
Critical to engagement is that it be free
of hidden agenda - like any good
relationship - it needs to be honest.
– Jeff Ramson

4. WHAT ARE YOUR CHALLENGES?
– Too much noise
• Your posts are only being seen by a tiny portion of
your audience
– Too short a lifespan
• Posts on social media have a VERY short shelf-
life
– Too little attention
• Your audience want a quick information burst or
entertainment on demand

5. LET'S TAKE A
CLOSER
LOOK AT
SPECIFIC
SOCIAL
NETWORKS...

6. FACEBOOK
1 billion members. Most of your potential and
current customers are here.
– Publicly admits that only
around 16% (down to as
little as 5%) of your fans
will see your content
– Their Edgerank
algorithm hides and
shows post at “random”
– More than 50% of all
reach occurs in the first Socialbakers – November 2012
30 minutes after a post

7. STAGGERING...
In comparison, email sees 23.6% of all opens within the first hour after a send

8. IS FACEBOOK DELIBERATELY HIDING
POSTS?
Edgerank Algorithm (our version)
– Ranks posts based on your propensity to engage
– The more friends you have and pages you follow,
the less of each you will see, except...
– The more you interact with a page (or friend), the
more likely you are to see their posts
– When you first Like a page, you will see more
posts. If you don't interact with them, you'll start
to see less and less

9. KEY FACTORS

10. THE KICKER
Facebook runs continuous tests from the moment
you post. Changes happen in minutes!
If the first few people receiving the post fail to engage,
subsequent people may not see the post at all
If the first few people report it as spam, it may impact
those who haven't logged in yet
EdgeRank =
(Affinity with page + Weight of post – Spam score)
Days since last engagement

11. ONE MORE THING...
Page posts are displayed differently to personal
posts...

12. TWITTER
Over 500 million users (140m active) is nothing to
sneeze at
– Twitter won't filter your
content, but...
– Only 36% of tweets are
considered “worth
reading” (HBR May'12)
– Only 1% of people who
follow you will see your
tweet Brands tweet too much during the week and too little
over weekends

13. TWITTER
More than half of all Retweets occur in the first 18
minutes after a post

14. INCREASING ENGAGEMENT
Facebook and Twitter are polar opposites

15. STRATEGIES FOR DRIVING ENGAGEMENT
Engagement is different for each type
of post

16. STRATEGIES FOR DRIVING ENGAGEMENT
Drive affinity – likes, comments, shares
and clicks – even if it's cutesy!
quickmeme.com
diylol.com
knowyourmeme.com

17. STRATEGIES FOR DRIVING ENGAGEMENT
Challenge your fans with puzzles or
tests

18. STRATEGIES FOR DRIVING ENGAGEMENT
Encourage clicks (they help). But
clicking to a photo is just as good

19. STRATEGIES FOR DRIVING ENGAGEMENT
Use hashtags on Twitter (and ONLY on
Twitter) – but use them sparingly

20. STRATEGIES FOR DRIVING ENGAGEMENT
Send variations of the same message
multiple times each day
(Hint: change it slightly each time)

21. STRATEGIES FOR DRIVING ENGAGEMENT
Start embedding rich media

22. TWITTER
How are leading retailers using Twitter?

Zappos' Twitter feed is run by their CEO, Tony
Hsieh

Best Buy has a feed for their @GeekSquad
where you can ask for technical support (24/7)

Target and Home Depot have dedicated feeds for
daily deals - @TargetDailyDeal and
@HomeDepotDeals

Nike have several feeds for specialist
communities like @NikeStore (shopping),
@NikeGolf and @NikeFootball

23. STRATEGIES FOR DRIVING ENGAGEMENT
Get to know your most influential
followers

24. HERE'S HOW
ENSIGHT CAN
HELP YOU
DRIVE
ENGAGEMENT

25. ENSIGHT CONVERSATIONS
Posting pictures

26. ENSIGHT CONVERSATIONS
Posting pictures
Browse through and select images on any website

27. ENSIGHT CONVERSATIONS
Posting pictures
Links are tracked for you
Now with realistic preview pane

28. ENSIGHT CONVERSATIONS
Custom columns
Keep track of specific discussions or mentions (or
hashtags on Twitter)

29. KNOWING YOUR AUDIENCE
Introducing Ensight's new Socialgraphics

30. SocialGraphics
Here's what we can tell you
– How your audience is growing
– How engaged your audience currently is
– How large your potential audience is

31. SocialGraphics
Here's what we can tell you

32. SocialGraphics
Here's what we can tell you
– Which photos your audience appreciated (and
which they didn't)

33. SocialGraphics
Here's what we can tell you

34. SocialGraphics
Here's what we can tell you

35. SocialGraphics
Here's what we can tell you

36. THANK YOU
Questions...?