Engagement: How Social Media Conversations Create More Engaged Brands

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The Mechanics & Rules of Leveraging 
Social Media Conversations for Your Business

Published in: Business, Technology

Engagement: How Social Media Conversations Create More Engaged Brands

  1. 1. nick westergaard | branddrivendigital.com engagementHow Social Media Conversations Create More Engaged Brands
  2. 2. #UIMKTG @nickwestergaard
  3. 3. rudyard kipling I keep six honest serving men (They taught me all I knew): Their names are WHAT and WHY and WHEN and HOW and WHERE and WHO.” “
  4. 4. unpacking the “serving men” ‣ WHY are we doing this? ‣ WHAT are we doing? ‣ WHEN does this happen? ‣ WHERE does this happen? ‣ WHO does this involve? ‣ HOW do we get it done?
  5. 5. conversations 
 & Content what is social media?
  6. 6. social media conversations ‣ Why Engagement Matters ‣ Building Engaging Conversations ‣ How Questions & Answers Spark Conversations ‣ The Rules of Engagement ‣ Creating a Campfire
  7. 7. Why Engagement Matters 1
  8. 8. social media? why is ‘engagement’ always tied to
  9. 9. engagement noun 1. the act of engaging or the state of being engaged. 2. an appointment or arrangement: a business engagement. 3. betrothal: They announced their engagement. 4. a pledge; an obligation or agreement: All his time seems to be taken up with social engagements. 5. employment, or a period or post of employment, especially in the performing arts: Her engagement at the nightclub will last five weeks.
  10. 10. engaging verb (used with object) 1. to occupy the attention or efforts of (a person or persons): He engaged her in conversation. 2. to secure for aid, employment, use, etc.; hire: to engage a worker; to engage a room. 3. to attract and hold fast: The novel engaged her attention and interest. 4. to attract or please: His good nature engages everyone. 5. to bind, as by pledge, promise, contract, or oath; make liable: He engaged himself to repay his debt within a month.
  11. 11. engagement is a key trait of new media Photo via Flickr user Enid Martendale
  12. 12. strong brands have engaged communities Photo via Flickr user Eran Sandler
  13. 13. engagement conversations yield
  14. 14. Building Engaging Conversations 2
  15. 15. conversations are built on ‣ Authenticity ‣ Transparency ‣ Trust
  16. 16. authenticity
  17. 17. conversations showcase authenticity
  18. 18. Finding your authentic voice Photo via Flickr user hidedevries “Thank you for your feedback. 
 We appreciate your support.” vs. “Thanks!!! You rock :)”
  19. 19. how does your brand voice sound?
  20. 20. humor can be potent
  21. 21. a creative voice Source: NASA Jet Propulsion Laboratory
  22. 22. an integrated voice
  23. 23. a visual voice
  24. 24. showing your authenticity by signing on
  25. 25. oscar wilde Be yourself. Everyone else is already taken.”“
  26. 26. you are you authenticity =
  27. 27. Photo via Flickr user Pete transparency
  28. 28. you are honest transparency =
  29. 29. david b. srere, Siegel+gale If you lie, you die.”“
  30. 30. can you do 
 what you say? transparency =
  31. 31. 90%of online consumers TRUST PEER REVIEWS 33%of online consumers TRUST advertising Source: Nielsen
  32. 32. transparent = mission-focused opportunities
  33. 33. transparent = backstage opportunities
  34. 34. TMI? transparency = how much sharing is too much?
  35. 35. when you think, “We can’t be transparent …”
  36. 36. the golden rule
 As a marketer, do unto others as you would want done to you
  37. 37. disclose everything transparency = more on that in a few weeks …
  38. 38. TRUST authenticity + transparency =
  39. 39. trust measured
  40. 40. trust matters
  41. 41. peer-driven media drives trust
  42. 42. peers, employees more credible than leaders
  43. 43. Photo via Flickr user Thomas Cloer ceo trust on the rise
  44. 44. case study: ford
  45. 45. shift: more social leadership (slowly) Source: Fortune
  46. 46. millennials are more trusting of digital
  47. 47. TRUST social media engagement =
  48. 48. How Questions & Answers 
 Spark Conversations 3
  49. 49. how can you be engaging? Photo via Flickr user Dennis Brekke
  50. 50. daniel H. pink Questions, by their very nature, elicit an active response.” “
  51. 51. questions are the building blocks Photo via Flickr user Steven Depolo
  52. 52. 6xmore engaging than informational posts Source: Likeable Media question posts are
  53. 53. questions spark conversations
  54. 54. ask and you get answers
  55. 55. relevant question ideas ‣ “Why did you like this page?” ‣ “What kind of conversations do you want to have here?” ‣ “What was your first experience with our product?” ‣ “Can you tell us a story about you and our product?” ‣ “What can we do better?” ‣ “What did you like best about your new product?” ‣ “Did you like our new ad?”
  56. 56. other post ideas ‣ “Click Like if you agree!” ‣ “My favorite thing to do in the summer is _____________” ‣ “What other tips would you add to this list?” ‣ “True or False ...”
  57. 57. 5xmore engaging than informational posts Source: Likeable Media click-t0-like posts are
  58. 58. 1:1 commenting Photo via Flickr user Dave McLear
  59. 59. 1:1 in action
  60. 60. 1:1 in action
  61. 61. leave no customer behind
  62. 62. don’t forget … Photo via Flickr user Free for Commercial Use
  63. 63. What about …? Photo via Flickr user Free for Commercial Use
  64. 64. engagement = others sharing
  65. 65. The Rules of Engagement 4
  66. 66. but there aren’t any, right? Photo via Flickr user r. nial bradshaw WRONG!
  67. 67. don’t broadcast – watch your ratio
  68. 68. don’t get too personal Photo via Flickr user Ross Catrow
  69. 69. don’t cross-post
  70. 70. don’t be polarizing Photo via Flickr user flickrfavorites
  71. 71. do – show some personality Photo via Flickr user Duncan Rawlinson
  72. 72. easier for some
  73. 73. do – relax
  74. 74. do – remember it’s an improv Photo via Flickr user Mulling It Over
  75. 75. do – break the rules (long vs. short)
  76. 76. do not delete (dnd) rule Unless a comment is obscene, profane, bigoted, or contains someone’s personal 
 and private information, never delete it from a social network.
 Source: Likeable Social Media, Kerpen
  77. 77. steps to dealing with upset customers ‣ Answer the Social Telephone — Quickly! 24 Hours ‣ Respond with Humanity & Humility ‣ Take the Matter Offline ‣ Deliver a Resolution Swiftly ‣ Don’t Feed the Trolls ‣ Leave a Record of Resolution Online
  78. 78. happy fans will tell the world Photo via Flickr user floeschie
  79. 79. conversations + content = community
  80. 80. Creating a Campfire 5
  81. 81. “if you build it, they will come.” Photo via Flickr user decarr66 WRONG!
  82. 82. takes time to build Photo via Flickr user Jameel Winter
  83. 83. key take-aways ‣ Engaging brands create an engaging community ‣ Engagement is created through authenticity, transparency, and trust ‣ Remember the key conversational ingredients — questions and answers ‣ Rules matter — especially the “mom rules”
  84. 84. conversations 
 & Content next up? Content
  85. 85. #UIMKTG @nickwestergaard
  86. 86. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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