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Engagement Strategy
             in 10 steps

Stefano Mizzella
Consumers are dead


We will no longer view you as "consumers". Instead, you
are co-creators, participants, and advocates.
                                        The Social Business Manifesto
Participation Inequality



70%      Spectators
                      Forrester Research
Best case studies
             Simple Ideas

                High Engagement
A single hat is not enough



Ethnography Sociology     Design

   Context    Relations   Strategy
1. Listen and take action


Listen       Measure     Engage
Monitoring     Metrics    Strategy
2. Choose the right metrics
             Comments     Unique commenters

  Recommendations                     Suggestions/Feedback

Content downloads     Sentiment      Spinoff content

       Thread size
                                  Time with content
        Content sharing
                          Subscriptions
3. Identify a social object




       A shared passion
4. Define business objectives


                   Foster dialog
                   Promote advocacy
                   Facilitate support
                   Spur innovation
5. Find a simple idea


     Could you describe
         your idea?




   Use the Post-it test
6. Design a playful engagement




        Game is a serious thing!
7. Create a social media plan


 Social Marketing
Compass by Brian
            Solis




                    ...but remember: marketing is not enough!
8. Create a Social CRM Strategy




 Social CRM is the company’s response to the customer’s
           ownership of the conversation.
                       Paul Greenberg
9. Define a social media policy
10. Don’t think as a lovemark




   A Facebook fan page won’t save you!
To-do
Listen and take action
Choose the right metrics
Identify a social object
Define business objectives
Find a simple idea
Design a playful engagement
Create a social media plan
Create a Social CRM strategy
Define a social media policy
Don’t think as a lovemark
Thanks


   Stefano Mizzella
        @stefanomizzella
stefano.mizzella@open-knowledge.it

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Engagement Strategy - in 10 steps

  • 1. Engagement Strategy in 10 steps Stefano Mizzella
  • 2. Consumers are dead We will no longer view you as "consumers". Instead, you are co-creators, participants, and advocates. The Social Business Manifesto
  • 3. Participation Inequality 70% Spectators Forrester Research
  • 4. Best case studies Simple Ideas High Engagement
  • 5. A single hat is not enough Ethnography Sociology Design Context Relations Strategy
  • 6. 1. Listen and take action Listen Measure Engage Monitoring Metrics Strategy
  • 7. 2. Choose the right metrics Comments Unique commenters Recommendations Suggestions/Feedback Content downloads Sentiment Spinoff content Thread size Time with content Content sharing Subscriptions
  • 8. 3. Identify a social object A shared passion
  • 9. 4. Define business objectives Foster dialog Promote advocacy Facilitate support Spur innovation
  • 10. 5. Find a simple idea Could you describe your idea? Use the Post-it test
  • 11. 6. Design a playful engagement Game is a serious thing!
  • 12. 7. Create a social media plan Social Marketing Compass by Brian Solis ...but remember: marketing is not enough!
  • 13. 8. Create a Social CRM Strategy Social CRM is the company’s response to the customer’s ownership of the conversation. Paul Greenberg
  • 14. 9. Define a social media policy
  • 15. 10. Don’t think as a lovemark A Facebook fan page won’t save you!
  • 16. To-do Listen and take action Choose the right metrics Identify a social object Define business objectives Find a simple idea Design a playful engagement Create a social media plan Create a Social CRM strategy Define a social media policy Don’t think as a lovemark
  • 17. Thanks Stefano Mizzella @stefanomizzella stefano.mizzella@open-knowledge.it