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A Two-Pronged Digital
 Engagement Strategy
  Julie Szabo and Darren Barefoot
Who Are Your
Peeps?
Engagement Pyramid



             Core - Leaders

             Committed - Evangelists/Influence

             Congregation - Regular Buyers

             Community - First-Time Buyers

             Crowd - Aware
Audience: Committed
                     Online   In the Real World


Characteristics


Actions

Message


What do they get?

How do they
climb the
pyramid?
Audience: Committed
                        Online        In the Real World

                                      Builds mobile
Characteristics   Loves PhoneGap
                                      apps regularly
                  Active in the       Uses PhoneGap
Actions
                  Google group        over other tools
                  Become a core       Develop
Message
                  contributor         PhoneGap
                  Recognition on      Invited to present
What do they get? the blog and soc    at conferences,
                  meds                etc.
How do they       Writes tutorials,   Run a PhoneGap
climb the         etc.                meetup
pyramid?
Custom Asks for Each Audience
          Segment
               Find us on Facebook
  Make product recommendations

                 Create an account
   Core
                 Share with friends
 Committed
               Recommend to others
Congregation
                  Sign the petition
Community
               Write a product review
  Crowd
                     Buy
A Two-Pronged
Engagement Strategy
Heartbeats
Heartbeat Activities:
Website content
Search engine optimization
Email marketing
Press releases
Social media updates
Online advertising
Heartbeat Outcomes:
Connect with your community
Get evaluators; users excited
Shine a light on customers
Engage users/members further
The Problem
Everyone is doing
it.
Remarkables
“Safe is risky, and
risky is safe.”
             - Seth
     Godin
Remarkables Outcomes:
Recruits new customers
Inspires actions & activities
Connects with influencers
Increases attention (often media)
Improves web presence
How Do You
Make
Remarkables?
Change the medium of the
        message.
Say it visually.
Riff on what the web loves.
Enable user contributions.
Heartbeat and Remarkables
Working Together for Good
Word of mouth ROI
More actions
Less fatigue
Stronger customer voice
Impact
Relevance
Ups the cool factor
Ingredients
Strategy: WOM
Make great, sharable
content
Some budget
Engaged members
Staff resources
Questions?
@julieszabo, @dbarefoot

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Engagement Strategies for the HTCE

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