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Online Engagement


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Presentation was given to NAMA web conference March 30, 2010.

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Online Engagement

  1. 1. Online Engagement Anne Mims Adrian, PhD March 30, 2010
  2. 2. Did you watch the 2010 Super Bowl?
  3. 3. Most-watched program in US history.
  4. 4. When you watched the Super Bowl, did you get online?
  5. 5. During Super Bowling and Opening Olympic Ceremonies Surfed web Did not surf 14% 86% (The Nielsen Company)
  6. 6. During events online discussion– the back channel—will increase. Surf Not surf (The Nielsen Company)
  7. 7. And increase. Not surf Surf
  8. 8. And increase. Surf Not surf
  9. 9. And increase. Not surf Surf
  10. 10. Adoption Curve & Phases Initial Discovery (2006-2007) Hype & Experimentation (2008-2009) Failure & Disappointment (2010) Triumph of Determination (2011-2013) Pervasive Adoption (2014-2015)
  11. 11. Broadcasting Pushing content (products, services, advertisements) One to many Controlled publishing Static
  12. 12. One to one Little or no scaling
  13. 13. Real people being Social Real life One life
  14. 14. Influence ripples are not created by throwing a rock into the lake.
  15. 15. Influence occurs in small social circles
  16. 16. Engagement act of sharing in the activities of a group participation, involvement, involution
  17. 17. Engagement builds allegiance and trust
  18. 18. Engaged: Listening
  19. 19. Engaged: Authentic
  20. 20. Engaged: Transparent
  21. 21. Engaged: Sharing and building knowledge
  22. 22. Engaged: Fast and Responsive
  23. 23. Engaged: Flexible and Agile
  24. 24. Engaged: Empathy
  25. 25. Engaged: Valuing relationships
  26. 26. Engaged: Immersion
  27. 27. Engaged: Delivering Value
  28. 28. Online engagement doesn’t stand alone.
  29. 29. How to be engaging Converse. Ask others’ opinions. Involve others in problem solving, idea and content and product development. Treat customers, clients, and potential clients as community members. Converse with people who share common interests and goals.
  30. 30. How to be engaging Educate through blogging, in forums, and Twitter. Provide a means to share photos, techniques, best practices, and frustrations. Become a member and act like a member of a community or group.
  31. 31. Define the goals of engagement, aligned with business goals Look for and define a higher purpose
  32. 32. Possible goals of engagement Build and maintain relationships. Build and maintain brand loyalty. Be responsive and timely. Establish support among the community.
  33. 33. Choose methods, appli cations, and course of action that fits.
  34. 34. Go where the people are Look for hidden communities Forums Magazine communities Build relationships in the communities
  35. 35. Define who are community members (and future members) Define who is core customer /client / community member Why would they care Create personas
  36. 36. Tactics Provide technical training and support. Connect needs with resources and people.
  37. 37. Tactics Learn ways to collaborate across many different sectors. Focus on needs, goals, and communities. Utilize expertise and passion to build recognition and loyalty.
  38. 38. Tactics Evaluate. Measure online engagement. Consider attitudinal and behavioral changes. Evaluate disengagement. Adjust. Repeat.
  39. 39. ROI: Elephant in the room
  40. 40. Get started by listening
  41. 41. What is being said on the web Google Alerts
  42. 42. Know what people are saying Twitter Searches
  43. 43. Ask a question in LinkedIn Answers
  44. 44. Add a poll web site or blog. Add a poll to Your Facebook Page. Poll Your Twitter Joe Posnanski Followers. blog
  45. 45. Put a survey on your blog
  46. 46. Then what? Pick 1, 2, or 3.
  47. 47. Stay current. Expect changes in the future: technology & behavior. /
  48. 48. 87% of online community members participate in social causes that are new to them. 94% of online community members said the Internet helps them become more informed about social causes.
  49. 49. Future: Mobile Computing In 2009, smartphone ownership increased from 11% to 17%. networking-mobile-and-internet-traffic/
  50. 50. Future: Mobile Computing 3G phone ownership increased from 32% to 43%. Unlimited data plan subscriptions rose from 16% to 21%. networking-mobile-and-internet-traffic/
  51. 51. Future: Mobile computing People who use mobile devices to access Facebook are almost 50% more active on Facebook than non-mobile users. More than 180 mobile operators in 60 countries working to deploy Facebook mobile products. Retrieved 10/1/2009
  52. 52. Where the people are World Users US Users Facebook 400 million 112 million MySpace 175 million 57 million Twitter 75 million 19 million LinkedIn 60 million 30 million
  53. 53. 400 308 Facebook 1 US 2
  54. 54. Facebook 48% of Americans have a Facebook or MySpace account. (April 2009) GoTopage=11&Category=1777&BzID=1963&t=11
  55. 55. Facebook Average user has 130 friends on the site. Average user spends more than 55 minutes per day on Facebook. Retrieved 3/22/2010
  56. 56. 15% US Internet users Twitter stats 18 million 11% US Internet users 11 million 4% of US Internet users 6 million 2008 2009 2010
  57. 57. Twitter Answer ―What is happening?‖ Share thoughts. Share links. Ask questions. Answer questions. …in 140 characters or less.
  58. 58. Twitter stats Following does not have to be reciprocal.
  59. 59. Twitter stats Users with an average of 1,000 followers tweet the most, more than those with fewer than 100 followers, and more than those with more than 100,000 followers. (January 2010)
  60. 60. Twitter stats Average Twitter user has 27 followers.
  61. 61. Twitter stats Twitter users are becoming more engaged over time when controlled for sample age. twitters-users-and-engagement/
  62. 62. Other Future Trends Expectation of Online Presence Geolocation Video Gaming User filtering of content
  63. 63. References Adama. J. 4 Ways to Use Social Media Cues to Engage People Brogan, Chris, Audience or Community community/ Burdy, Jason ClickZ, What Online Engagement Means to Your Web Site Hunt, Tara, The Whuffie Factor Scott, David Meerman, The New Rules of Marketing and PR The Social Network Roadmap Why Are Marketers So Bad At Measuring Social Media? media.html?cm_mmc=Ask-_-twitter-_-twitter-_-8275664
  64. 64. In these places or Google “Anne Adrian” Google Buzz
  65. 65. Creative Commons Attribution-Noncommercial- Share Alike 3.0 United States License. This presentation is licensed under a Creative Commons Attribution- Noncommercial-Share Alike 3.0 United States License. Based on a work at Anne Mims Adrian