Digital Engagement: 5 Steps to Build, Analyze & Measure Your Digital Engagement Strategy

4,544 views

Published on

In today’s digital world, customers and fans demand engagement across channels; but most companies still struggle with a comprehensive strategy that combines the content, involvement & acquisition tactics required to do so. See examples that any business can use to build a strategy that fuels growth.

Published in: Business, Technology

Digital Engagement: 5 Steps to Build, Analyze & Measure Your Digital Engagement Strategy

  1. 1. Digital Engagement:5 Steps to Build, Analyze & Measure Your Digital Engagement Strategy Join the Conversation! Twitter Hashtag #SnapSmarts @Snap_App facebook.com/snapapp
  2. 2. Housekeeping Items• Turn your computer speakers on & up!• Share your questions in the question window• Recording & slides will be made available within 48 hours• Join the Conversation! Twitter Hashtag #SnapSmarts 2
  3. 3. Digital Engagement Strategy Guest Speaker A little about Emily • Creates engaging content about new and upcoming books • Manages a community of 250,000 Emily Steele • Involved in continued growth of site andCommunity Manager multiple social platforms Just one more thing… Feel free to contact me… Shes come to terms that the most successful piece of content she ever produces might be "Harry Potter in Charts." @Figmentfiction 3
  4. 4. Welcome to the Digital Engagement Strategy Webinar! I have an extreme passion for… • Constant learning • Constant listening • Strategy frameworks that drive change Edward Boudrot • Executing, from ideation to market VP, Product • Cool products & experiences • Human performance Feel free to contact me… @eboudrot 4
  5. 5. Five Things From Today….. 1 Engagement Framework 2 Five Best in Class Examples 3 Self Assessment Tool 4 Expert Offer for Deep Assessment 5 Resource Guide 5
  6. 6. The Challenge for us is the Dramatically Changing Landscape • 18.5% of the total time of smartphone users are spend in-browser • Facebook has 80.4% reach on US smartphones • 90 percent of US marketers are now using social networks for their efforts. Just five years ago, the figure was only 20 percent • 68% of CMO’s are shifting budget from a traditional advertising to content marketing • Effective inbound marketing increases leads an average of 4.2 times Marketing is dead? Marketing as we know it is. 6
  7. 7. Our Customers are Looking to Adapt….. 7
  8. 8. What Can We Be Doing Better? 8
  9. 9. In the Quest for this Answerwe Discovered….. Research Examples Best Practices Industry Studies Customer Interviews It’s not one thing, it’s a multitude of things, a framework 9
  10. 10. The Five Levels of a Digital Engagement Strategy User Action Goals > Increase Improve Full Interaction Acquisition Engagement -Multiple Facebook -Personality quizzes -Cross media channel apps encourage broad connect customers promotion Enable use with your brand -Multi-Engagement One-to-Many 1 socializing -Highly leveraged network effect content -Unique user -Sweepstakes with -Contests Personal interactions such as “money can’t buy” -Blog with 2Marketing Goals > Connection quizzes options engagements -Mobile -Facebook presence -Online to drive user -Leverage Facebook to Drive with frequent posting engagements such as encourage user 3 participation -YouTube channel eSeminars interaction and sharing -Surveys -Videos -Content categories -Twitter presence with Facilitate -Blog presence with -Social media links frequent posting 4 Interaction frequent updating within content -Topical and relevant -News / articles -Social media calls to Stimulate Web content signups action & sign-up links 5 interest -Great UI -Registrations -Polls One-to-One Simply stated, this is leveraging content across multiple channels for desired outcomes 10
  11. 11. 5 Stimulate Min Online is a Part of Access Intelligence; their Tagline interest Says it all “Content in Context” Best Practices • UI consistency and ease of navigation • Create trust with solid content News, article and Social registration signups media • Highlight user or brand calls to endorsements action • Limit choice in areas of best return • Social links upper right • Customized calls to action Topical • Increase interest and and relevant User Poll interaction with polls web content 11
  12. 12. Facilitate Mom365 has Perfectly Targeted Content and Invited4 Interaction their Users to Interact Best Practices • Create categories based Content on user type, product categories category or phase Social • Have an active Twitter and media blog presence with links provoking content within Active content • Social media links within Twitter content increase sharing presence and exposure to new users • Have video content to provide user with a variety of interaction types Active blogpresence Videos 12
  13. 13. 3 Drive Squishable is a Best Case Example of User Participation participation Active Best Practices Facebook • Enabling and being active presence on multiple channels increases participation Active • Holding eSeminars or YouTube events gives customers presence another reason to come back • Having engaging surveys Surveys encourages people to participate and share • Extend beyond typical Facebook updates and Facebook feed create fun ways for interactions participation 13
  14. 14. 2 Personal Martha Clearly Makes a Personal Connection and Leverages Connection that Relationship for Mutual Benefit in Multiple Ways Best Practices • Mobile optimized Mobile optimization content increase access and ease of use • Quizzes create a personal connection Unique Sweepstakes and an invitation to user “Money interactions participate Can’t buy” quizzes • Sweepstakes are a unique way to engage users with unique offers that appeal to them • Contests are a great way to engage users Blog with Contests engagements 14
  15. 15. 1 Enable Figment is a Best in Class Example of Fully Engaging End Socializing Users and Leveraging all Channels to Maximize Results Multiple Best Practices ways to • Multiple Facebook engage apps give users a broad choice in channels and or Multiple mediums Facebook • Cross channel leverage apps of content maximizes the return of your Personality investment quizzes • Personality quizzes relate to the end user, Cross media creating the desire to promotion share & increasing the viral domino effect Highly leveraged content 15
  16. 16. The Result of Having an Engagement Strategy is a Network EffectMaximizing User Engagement, Acquisition and Revenue Goals Snap Apps 16
  17. 17. A New Way to Think about Content, Channels and Outcomes User Action Goals > Increase Improve Full Interaction Acquisition Engagement -Multiple Facebook -Personality quizzes -Cross media channel apps encourage broad connect customers promotion Enable use with your brand -Multi-engagement We invite you 1 socializing -Highly leveraged to take our content self -Unique users -Sweepstakes with -Contests Personal interactions such as “money can’t buy” -Blog with assessment 2Marketing Goals > Connection quizzes options engagements -Mobile Or -Facebook presence -Online to drive user -Leverage Facebook to Drive with frequent posting engagements such as encourage user 3 participation -YouTube channel eSeminars interaction and sharing Have our -Surveys engagement -Videos -Content categories -Twitter presence with 4 Facilitate -Blog presence with -Social media links frequent posting specialists Interaction frequent updating within content perform a deep review -Topical and relevant -News / Articles -Social media calls to Stimulate Web content signups action & sign-up links your site 5 interest -Great UI -Registrations -Polls 17
  18. 18. 18
  19. 19. Thank You to Our Guest SpeakerEvaluate your site now:http://info.snapapp.com/Get-Your-Engagement-Grade-from-SnapApp.htmlLearn more about SnapAppRequest a demo: http://www.snapapp.com/request-demoCall: 855-Snap-AppConnect: @Snap_App facebook.com/snapapp

×