The Pinball Manual (or How to Create Brand Engagement in Social Media)

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A presentation about strategy and tactics in creating immersive, engaging and measurable experiences in social media.

First presented at World Brand Congress, in Mumbai India, November 2009

Published in: Business, Technology
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The Pinball Manual (or How to Create Brand Engagement in Social Media)

  1. 1. The Pinball Manual
  2. 2. GRAPEFRUIT BRAND MATTERS Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  3. 3. GRAPEFRUIT BRAND MATTERS Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  4. 4. GRAPEFRUIT BRAND MATTERS Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  5. 5. GRAPEFRUIT BRAND MATTERS Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  6. 6. GRAPEFRUIT BRAND MATTERS Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  7. 7. GRAPEFRUIT BRAND MATTERS Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  8. 8. GRAPEFRUIT BRAND MATTERS Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  9. 9. GRAPEFRUIT BRAND MATTERS ROI Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  10. 10. GRAPEFRUIT BRAND MATTERS Natural search results Social bookmarks Reach Google Blog Search results Content downloads Panel research results Technorati rankings Google Reader views Interview results Alexa rankings Number of fans/followers Petition supporters Linkbacks Sentiment tracking Perception shifts Unique visitors Volume of mentions Conversion uplift Returning visitors Forum posts Generated leads Bounce rates Post subscribers Network growth Video views URL shortening reports Sales upsplit Placements CTR Twitter @ (replies) Net promoter score Diggs Twitter RT (retweets) Number of active advocates Votes Twitter DM (direct messages) Affinity Recommendations Number of shared links Likeability User ratings Video responses Number of suggestions Tag number/types User-generated content Customer service activity RSS subscribers Modified/remixed content Partnerships created Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  11. 11. GRAPEFRUIT BRAND MATTERS Brand engagement? Hmmm… Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  12. 12. GRAPEFRUIT BRAND MATTERS Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  13. 13. GRAPEFRUIT BRAND MATTERS 1. Broadcast Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  14. 14. GRAPEFRUIT BRAND MATTERS 2. Catalyze Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  15. 15. GRAPEFRUIT BRAND MATTERS 3. Talk Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  16. 16. GRAPEFRUIT BRAND MATTERS 4. Open to influence Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  17. 17. GRAPEFRUIT BRAND MATTERS 5. Become embodied Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  18. 18. GRAPEFRUIT BRAND MATTERS TIP #1 Listen Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  19. 19. GRAPEFRUIT BRAND MATTERS TIP #2 The more channels, the higher the engagement Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  20. 20. GRAPEFRUIT BRAND MATTERS TIP #3 Levels of engagment differ by industry Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  21. 21. GRAPEFRUIT BRAND MATTERS TIP #4 Financial success is driven by engagement not by channels Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  22. 22. GRAPEFRUIT BRAND MATTERS TIP #5 Choose the channels based on strategy Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  23. 23. GRAPEFRUIT BRAND MATTERS TIP #6 Get a dedicated team Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  24. 24. GRAPEFRUIT BRAND MATTERS TIP #7 Communication does not create engagement Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  25. 25. GRAPEFRUIT BRAND MATTERS TIP #8 Engagement is bidirectional Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  26. 26. GRAPEFRUIT BRAND MATTERS TIP #9 Control is an illusion Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  27. 27. GRAPEFRUIT BRAND MATTERS TIP #10 Start tomorrow! Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  28. 28. GRAPEFRUIT BRAND MATTERS Tell them, and they will forget. Show them, and they may remember Engage them, and they will follow. Confucius on brand engagement Copyright © 2009 Grapefruit. Toate drepturile rezervate.
  29. 29. GRAPEFRUIT BRAND MATTERS Thank you! BLOG: www.mariusursache.com E-MAIL: mariusursache@gmail.com TWITTER: mariusursache MOBILE: +40 756 363 696 Copyright © 2009 Grapefruit. Toate drepturile rezervate.

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