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London #B3Seminar: How to implement an audience engagement strategy - Laura Crimmons

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Branded3
Branded3

In this session, Laura discusses how brands can find their audience online, how to identify what they engage and interact with and how to use this information to create an online strategy which grows and retains a lucrative new audience.

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Welcome to…
How to implement an audience engagement strategy Laura Crimmons –Social and PR Manager
Test and refine Create online personas to target Understand their online engagement behaviour Understand where they ‘hang out’ online Understand who your online audience is Audience engagement process #B3Seminar
Audience Customer data Google Analytics demographics Social listening tools Social platform analytics Market research/ Industry data What does your online audience look like? #B3Seminar
Audience News sites Social Media Forums Review sites Blogs Where do they ‘hang out’ online? #B3Seminar
80/20rule Who are the influencers? #B3Seminar
“We have two ears and one mouth so that we can listen twice as much as we speak” #B3Seminar
What are they engaging with? #B3Seminar
Join conversations, don’t start them #B3Seminar
Build your online personas Emma, 24 Shares video content regularly, also has own personal blog Most likely to read sites such as Buzzfeed Main social channels are Snapchat and Instagram Mark, 36 Shares quizzes and picture content fairly regularly on Facebook Most likely to read traditional news outlets Main social channels are Facebook and Twitter Bob, 58 Less likely to share but spends a long time on informational content Most likely to read broadsheets Not a big social user #B3Seminar
Test small and refine #B3Seminar
Use small amounts of paid seeding to test effectiveness #B3Seminar
Audience News sites Social Media Forums Influencers Blogs Have a robust seeding strategy #B3Seminar
Otherwise the whole engagement strategy falls down… An integrated marketing strategy is imperative #B3Seminar
Thanks! Laura Crimmons Social & PR Manager @lauracrimmons laura.crimmons@branded3.com Thank you Laura.crimmons@branded3.com lauracrimmonsBranded3.com @Branded_3

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London #B3Seminar: How to implement an audience engagement strategy - Laura Crimmons

  • 2. How to implement an audience engagement strategy Laura Crimmons –Social and PR Manager
  • 3. Test and refine Create online personas to target Understand their online engagement behaviour Understand where they ‘hang out’ online Understand who your online audience is Audience engagement process #B3Seminar
  • 4. Audience Customer data Google Analytics demographics Social listening tools Social platform analytics Market research/ Industry data What does your online audience look like? #B3Seminar
  • 5.
  • 6.
  • 7.
  • 8. Audience News sites Social Media Forums Review sites Blogs Where do they ‘hang out’ online? #B3Seminar
  • 9. 80/20rule Who are the influencers? #B3Seminar
  • 10. “We have two ears and one mouth so that we can listen twice as much as we speak” #B3Seminar
  • 11. What are they engaging with? #B3Seminar
  • 12. Join conversations, don’t start them #B3Seminar
  • 13. Build your online personas Emma, 24 Shares video content regularly, also has own personal blog Most likely to read sites such as Buzzfeed Main social channels are Snapchat and Instagram Mark, 36 Shares quizzes and picture content fairly regularly on Facebook Most likely to read traditional news outlets Main social channels are Facebook and Twitter Bob, 58 Less likely to share but spends a long time on informational content Most likely to read broadsheets Not a big social user #B3Seminar
  • 14. Test small and refine #B3Seminar
  • 15. Use small amounts of paid seeding to test effectiveness #B3Seminar
  • 16. Audience News sites Social Media Forums Influencers Blogs Have a robust seeding strategy #B3Seminar
  • 17. Otherwise the whole engagement strategy falls down… An integrated marketing strategy is imperative #B3Seminar
  • 18. Thanks! Laura Crimmons Social & PR Manager @lauracrimmons laura.crimmons@branded3.com Thank you Laura.crimmons@branded3.com lauracrimmonsBranded3.com @Branded_3