1. Increasing and Cultivating
Brand Engagement
Social Prep School Series
#SocialPrep

2. Today’s Presenters
Jordan Slabaugh Christina Will Zweigart
Director of Social Trapolino Senior Program
Spredfast Director of Social Director
@jordanv Jason’s Deli 5Loom
@spredfast @cmtrapolino @5Loom
@jasonsdeli
#SocialPrep

3. Engagement
Interactions by social users with brand content or social
channels
#SocialPrep

4. It’s a Multi-Channel, Social
World
Numerous ways, places and types of interactions with
social brands
#SocialPrep

5. Social Customers Crave
Interaction
#SocialPrep

6. So, Why Does Engagement
Matter?
Looking at five leading social networks, Fortune 100
company names are mentioned more than 10
million times per month
17% of customers have used social in past year to get
customer service response
Customers who engage with companies over social
spend 20 to 40% more money with this customers
than other customers
Sources: Digital Buzz Blog, American Express 2012 Customer
#SocialPrep Barometer, Balin and Company Report

7. Connecting to Business Goals
Engagement helps tie social
activity to business:
Building awareness
(Likes, Follows, Shares)
Enhancing customer service
(Responses, Replies)
Acknowledging social customers
(Thanks, Positive Mentions)
Converting social customers
(Website traffic, Sales,
Conversions)
Generating word of mouth
(Sharing, Retweets, Embeds)
#SocialPrep

8. Cultivating Engagement
1. Understanding business goals
2. Monitoring
3. Being present for opportunities
4. Understanding your audience
5. Targeting right message to right people
6. Embracing existing conversations, interests,
news
7. Leveraging data to find insights
8. Focusing on content
#SocialPrep

9. Get in Your Audience’s
Head
If you aren’t asking the following
questions, you aren’t thinking about your
audience(s)
• What are they talking about on
their channels?
• What are their motivations to
interact with my brand?
• What do they need as a social
customer?
• What do they want as a social
customer?
#SocialPrep

10. A Model for Thinking About
Content
Create
content that speaks to the
interests, needs and emotions
of your audience
Create
Curate
best in class content from
news, community members,
industry sources
Conversate Curate Conversate
by leveraging existing
conversations, interests and
memes
#SocialPrep

11. Applying the Model
The 7 Whiteboard Sessions Whitepaper
Share learned best practices, tips and strategic
social business insights with social strategists to
embrace in 2012.
Create Curate Conversate
• Blog post(s • Ideas and feedback • #SocialSpruce
• Contributed to from audience • Shared best ideas,
industry blogs • Quotes, advice from feedback through
• Facebook posts/ leaders corp. social channels
polls • Pre-during-post
• Twitter posts/ polls content and live
• Webinar series webinar
#SocialPrep

12. ABOUT 5LOOM
Strategic Channel Social Media Specialty Social
Planning Launch and Campaigns Services Analytics
Management
#SocialPrep

13. The distribution of
technology
has changed
the technology of
distribution.
#SocialPrep

14. NOW CONTENT COMES TO US
#SocialPrep

15. CREATE SHAREABLE CONTENT
Why would they engage?
ASK THREE
Why would they share?
QUESTIONS
Why _____ ? (your brand)
#SocialPrep

16. CONNECT AROUND PASSION POINTS
#SocialPrep

17. LEVERAGE PAID, OWNED AND EARNED
campaigns
catalysts
UGC
#SocialPrep

18. AND DON’T TALK TOO MUCH
To show support for a liked brand
56% of those who follow a brand are “more likely”
to make a purchase of that brand’s product
Company posted too frequently
52% of consumers stop following brands because
content became competitive or boring over time
#SocialPrep

19. BENCHMARK PERFORMANCE BY TOPIC
#SocialPrep

20. PRIMARY MEASUREMENT AREAS
Reach
• Content impressions
• Video views
• Fan base/growth %
Engagement
• PTAT per post
• Post level:
• Likes
• Comments
• Shares
• High authority shares
• Clicks/referral
Don’t forget qualitative
• Anything that creates business
value, such as:
• Thought leadership
• Customer resolutions
• Customer insights/feedback
• Influencer relationships
• SEO
#SocialPrep

21. “Make Someone Happy”
#SocialPrep

22. Engage! Wait, what?
#SocialPrep

23. Engagement Types
Truly engaging published content allows
brand advocates to share what you have
to say, which increases your reach
through social signals.
#SocialPrep

24. Engagement Types
BUT content is
expensive! It costs
resources, bandwidth,
time, and can get lost in
corporate approval black
holes.
If you’re not in a content
culture, you’ll have to get
creative in other ways.
#SocialPrep

25. Engage! Wait, what?
It’s actually all about relationships: stronger
relationships can increase frequency in your
best customers and grow sales.
Compelling content is important, but most
publishing is still just publishing, regardless of
the medium.
Want to really WOW your customers? Join
their conversations.
#SocialPrep

26. Community Conversations
Any online conversation where interests unify
people = a community conversation.
Examples include gluten free, travelers, event
attendees, and your brand advocates.
Right now, we are all a community of
professionals working in social media – and
our unifying interest is social engagement best
practices!
#SocialPrep

27. Monitoring
Your best social customer segment is actually
interested in things that aren’t you! Find out
what they are.
Deepen your relationship in a scalable way: by
joining the right community conversations.
Listen and monitor with keyword searches and
content labels in Spredfast.
#SocialPrep

28. Surprise & Delight – It’s All
About The Opportunity
Direct Brand Mentions Indirect Brand Mentions
Expectation is to No expectation of a
receive response.
acknowledgement. Good chance she
Odds are, she’s doesn’t know you’re
already following you. social, or else she’d be
talking TO you!
#SocialPrep

29. Targeting Responses
You must have a solid brand voice, but still
think like a consumer.
Love data. A deep qualitative understanding
of your best customer segments will help
guide keyword selections for monitoring.
Set your ego to “in check” – it’s not all about
you!
Always be sincere, or don’t chime in at all.
#SocialPrep

30. Targeting Responses
Response Types What They Mean
Like, +1, Favorite “This exists. I see it,
Comment, Reply and I approve of it.”
Retweet, Re-share “This was compelling
enough for me to
respond with a
thought.”
“This is so epic that I
need to share it with
my followers.”
#SocialPrep

31. Surprise & Delight
Replying lets you join a Favoriting says, “we’re
conversation. listening.”
#SocialPrep

32. Winning With
Conversations
#SocialPrep

33. Thanks!
Jordan Slabaugh Christina Will Zweigart
@jordanv Trapolino @5Loom
@spredfast @cmtrapolino
@jasonsdeli
#SocialPrep

34. Contact us
info@spredfast.com
@Spredfast
Slides from today’s presentation can be
found at www.slideshare.net/spredfast
Thanks for joining us!
#SocialPrep