091130 - Engaging Conversation presentation to NGOs

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Presentation that I gave at a Ruder Finn event for NGOs.

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  • Becks
  • Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/nicheQuery results are based on content and conversation, and both can be influenced and shapedQuery - query is the gateway to conversation – site content, SEO, linking strategies, online conversionQuery leads to a destinationUsers evaluate multiple destinations before choosing to engageWe can either create destinations or relate with existing destinations through blogger and community outreach or social networkingDestination – site | content creation, blogger outreach, social networkingThrough social media, each user influences the next as he or she travels along the path from intent to interactionBy delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networksInteraction – meaningful – makes the media social
  • Relationship building: Foster relationships with online influencers around shared intentContent creation:Provide users with tools and information that addressuser intentSocial Media Optimisation: ‘Socialise’ content for discoverability, share-ability, and interactivityDestination development: Create unique destinations focused around commonuser intentIntranet 2.0: idea generation, knowledge sharing, connectivity, culture sharing,
  • BenchmarkingShare-of-voiceSentiment, favorabilitySearch rankingsWeb traffic dataOngoing MeasurementOptimize outreachEnhance user experienceGauge our impactIdentify opportunities
  • Nick
  • Situation As the category leader in treating CML, a form of Leukemia, Novartis wanted to provide a needed tool for patients to share, support and connect with each otherStrategy Develop an online tool specifically dedicated to the global CML community allowing members to build profiles, share unique stories, search profiles and make direct connections to other patients from around the worldResults Beta launch of global community with ‘endorsement‘ of over one hundred patient group representatives from around the world
  • Nick
  • 091130 - Engaging Conversation presentation to NGOs

    1. 1. Digital Masterclass:<br />Engaging your communities & evaluating success. <br />
    2. 2. Why?<br />2 billion<br />Over 300M<br />8 million<br />350,000<br />1.8 million<br />85<br />pieces of content created a week<br />people on Facebook alone<br />new fans a day <br />active applications on Facebook <br />number on Twitter in UK<br />accounts followed on average<br />
    3. 3. Because you don’t have a choice<br />Determined communities will engage with your brand regardless of what you do.<br />
    4. 4. Intent driven<br />Content driven<br />Controlled message<br />Open conversation<br />Advertising<br />Public Relations<br />Social Media<br />Push Messaging driven by<br />agegenderraceincomegeography<br />User querydriven by<br />needdesirepassionwhimcuriosity<br />Content-drivenvia intermediary<br />newstrendsinformationeducationentertainment<br />Intent is the new demographic<br />
    5. 5. Intent into interaction<br />
    6. 6. 7 strategies for online engagement<br />Engagement ‘Menu’<br />RelationshipBuilding<br />ContentCreation<br />DestinationDevelopment<br />Social MediaOptimisation<br />1<br />Invite users into your space<br />2<br />Fish where the fish are<br />3<br />Create new spaces: Digital Communities<br />4<br />Blogger Outreach<br />5<br />Social Media Ambassadors<br />6<br />Intranet 2.0<br />7<br />SocialiseContent<br />Content must resonate with User Intent<br />Messages must come from Trusted Voices<br />Engagement must include TransparencyandFeedback<br />
    7. 7. Scenario one<br />Facebook page for raising awareness of its cause<br />How to grow a stalled fan base?<br />Who is your audience?<br />What opportunity are you giving them to engage?<br />What have you last done that is remarkable?<br />
    8. 8. Scenario two<br />Keeping a consistent tone of voice on Twitter<br />Coping with regulation<br />Motivating contributors<br />Set out social media rules of engagement<br />Pre-approve topic areas rather than every post<br />Use metrics to generate a competition between tweeters<br />
    9. 9. Scenario three<br />Encouraging discovery and dialogue via short films and photo essays<br />How to engage<br />Atomise<br />Optimise<br />Seed through online media and blogger relations<br />
    10. 10. What about measurement?<br />Benchmark<br />Ongoing measurement<br />RoE (return-on-engagement)<br />Lay of the land, set campaign goals<br />Optimise campaign, spot opportunities<br />Flaunt our awesomeness <br />
    11. 11. More KPIs than you can possibly imagine<br />Fans<br />Print page<br />Downloads<br />Invite | refer<br />Bookmarks<br />Alerts<br />Forward to a friend<br />Social media<br />participation<br />Email<br />Subscriptions<br />Report spam | abuse<br />Comments<br />Followers<br />Reviews<br />Traffic source<br />Profile<br />update<br />Favourites<br />Feedback<br />Settings<br />Total contributors<br />v active contributors<br />Social media <br />sharing<br />Personalisation<br />Install<br />widget<br />Groups<br />Uploads<br />Testimonials<br />Ratings<br />Posts<br />Time spent<br />on page<br />Views <br />Ratings<br />Widgets<br />Wishlists<br />Love this | like this<br />Registered<br />users<br />tagging<br />Messaging<br />
    12. 12. You want people to love your website<br />Fans<br />Print page<br />Downloads<br />Invite | refer<br />Bookmarks<br />Alerts<br />Forward to a friend<br />Social media<br />participation<br />Email<br />Subscriptions<br />Report spam | abuse<br />Comments<br />Followers<br />Reviews<br />Traffic source<br />Profile<br />update<br />Favourites<br />Feedback<br />Settings<br />Total contributors<br />v active contributors<br />Social media <br />sharing<br />Personalisation<br />Install<br />widget<br />Groups<br />Uploads<br />Testimonials<br />Ratings<br />Posts<br />Time spent<br />on page<br />Views <br />Ratings<br />Widgets<br />Wishlists<br />Love this | like this<br />Registered<br />users<br />tagging<br />Messaging<br />
    13. 13. You want people to store & share things<br />Fans<br />Print page<br />Downloads<br />Invite | refer<br />Bookmarks<br />Alerts<br />Forward to a friend<br />Social media<br />participation<br />Email<br />Subscriptions<br />Report spam | abuse<br />Comments<br />Followers<br />Reviews<br />Traffic source<br />Profile<br />update<br />Favourites<br />Feedback<br />Settings<br />Total contributors<br />v active contributors<br />Social media <br />sharing<br />Personalisation<br />Install<br />widget<br />Groups<br />Uploads<br />Testimonials<br />Ratings<br />Posts<br />Time spent<br />on page<br />Views <br />Ratings<br />Widgets<br />Wishlists<br />Love this | like this<br />Registered<br />users<br />tagging<br />Messaging<br />
    14. 14. You want people to make a noise<br />Fans<br />Print page<br />Downloads<br />Invite | refer<br />Bookmarks<br />Alerts<br />Forward to a friend<br />Social media<br />participation<br />Email<br />Subscriptions<br />Report spam | abuse<br />Comments<br />Followers<br />Reviews<br />Traffic source<br />Profile<br />update<br />Favourites<br />Feedback<br />Settings<br />Total contributors<br />v active contributors<br />Social media <br />sharing<br />Personalisation<br />Install<br />widget<br />Groups<br />Uploads<br />Testimonials<br />Ratings<br />Posts<br />Time spent<br />on page<br />Views <br />Ratings<br />Widgets<br />Wishlists<br />Love this | like this<br />Registered<br />users<br />tagging<br />Messaging<br />
    15. 15. Just because it can be measured, doesn’t mean it should be<br />
    16. 16. One more word about measurement<br />Holistic<br />
    17. 17. Google Analytics: quick tour<br />
    18. 18. Google Analytics: quick tour<br />
    19. 19. Google Analytics: quick tour<br />
    20. 20. Some words about engagement<br />Be nice<br />
    21. 21. Be useful<br />
    22. 22. Be remarkable<br />
    23. 23. A community starts with one person, make sure it’s the right one.<br />
    24. 24. Here’s something<br />we made earlier.<br />
    25. 25. Strength for caring<br />
    26. 26. CML Earth<br />
    27. 27. Love is respect<br />Liz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse<br />Bring campaign content, including videos, information and user-generated content, to popular social networking<br />Webby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube<br />
    28. 28. One last thought…<br /><ul><li>Portumna has been a commercial centre for centuries
    29. 29. Position at a strategic crossing point on the river Shannon
    30. 30. Local shopkeepers who’ve know my family for at least four generations
    31. 31. Understand their consumer needs
    32. 32. Life-long relationships</li></ul>We’re trying to ‘bottle this lightning’ with online marketing!<br />
    33. 33. Thanks.<br />http://ruderfinn.co.uk | @ruderfinnuk<br />

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