How small teams can create and manage digital engagement to build trust and relationships. Includes provocations!

1. Digital Engagement
Building trust and community
through authenticity

2. Digital engagement
Building relationships online using an authentic, personable
voice.
Conversation, not broadcast.
Organic community growth.

3. Case study

4. ‘The key to our success is we treat our consumers
like they are people. We try to have a conversation
and generally talk to people like we would with our
friends down the pub but without swearing.’
‘Don’t try and sell too hard. Just try to be as
authentic as you can in terms of your tone of voice
and in terms of your brand. If your content is good
and you don’t force it on people too much, people
will engage with it.’
- Helena Langdon, Head of Social Media at
innocent drinks

7. Case study

9. ‘It’s about trusting
your team to put out
the right messages.
Everything we do at
PEEK is based on
trust, we do have
policies and
procedures in place,
but a large part of it is
relationships.‘
-Melodie Crumlin,
CEO PEEK

10. Case study

12. ‘If you're
approachable, people
will talk to you, and
that approachableness
is 24 hours a day.
People do come to us
and let us know what
is going on. We're not
judges – we don't want
to humiliate people.’
- Sergeant Colin Taylor

13. 5 reasons why authentic engagement
matters

14. ONE
It will create a record of values, identity and
storytelling that complements marketing
focused on quantitative measures or sales.
This is especially important at a time when
tolerance for digital adverts is dropping,
enormous ad exchanges continue to serve up
low quality, irrelevant or malicious ads and use
of ad blockers is on the rise.

15. TWO
It encourages trust.
People trust those working on the front line and
others like them more than PR messaging and
broadcast from the top table.

16. THREE
It helps you build a community of evangelists.
People will create and share their own content
about a product or service- you don’t totally
own the message about your brand. By being
personable and trustworthy, you can build a
relationship with those talking about you online
and keep it on the positive tip.

17. FOUR
Meaningful engagement will give you unique
insights about customer values and their daily
lives.
New demands mean people expect to be
understood and engaged with as as individuals
instead of a market segment.

18. FIVE
It is sustainable.
Creating content with your voice and about your
business can be easily built into your day to day
work.

19. For further thought and discussion
How do you measure qualitative information?
How will you apply comments and discussion to
your business development?
How will you facilitate or manage community?
Where does engagement fit in with PR and
marketing?

20. www.relatelab.co.uk
hello@relatelab.co.uk
@LockhartL