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DRIVING
SOCIAL
ENGAGEMENT

How to leverage social
media to drive
engagement and grow
your business
WHAT IS ENGAGEMENT?
“The act of engaging or the state of being
engaged.”

“...engagement is more than just a channel. It’s a
dialogue; it’s the ability to choose how and when
to engage; it’s the value each channel represents;
it’s whether or not expectations were met.”

”the ability to reach out to and get response from
a company (as a consumer) or an audience (as a
company)”
PERHAPS THIS IS BETTER...

Engagement is a conversation that is
authentic and relationship-oriented. It
is more than just dialogue, as it creates
a forum for multiple voices.
Critical to engagement is that it be free
of hidden agenda - like any good
relationship - it needs to be honest.
– Jeff Ramson
WHAT ARE YOUR CHALLENGES?
 – Too much noise

    • Your posts are only being seen by a tiny portion of
      your audience

 – Too short a lifespan

    • Posts on social media have a VERY short shelf-
      life

 – Too little attention

    • Your audience want a quick information burst or
      entertainment on demand
LET'S TAKE A
CLOSER
LOOK AT
SPECIFIC
SOCIAL
NETWORKS...
FACEBOOK
1 billion members. Most of your potential and
current customers are here.
  – Publicly admits that only
    around 16% (down to as
    little as 5%) of your fans
    will see your content

  – Their Edgerank
    algorithm hides and
    shows post at “random”

  – More than 50% of all
    reach occurs in the first     Socialbakers – November 2012

    30 minutes after a post
STAGGERING...




     In comparison, email sees 23.6% of all opens within the first hour after a send
IS FACEBOOK DELIBERATELY HIDING
POSTS?
Edgerank Algorithm (our version)

  – Ranks posts based on your propensity to engage

  – The more friends you have and pages you follow,
    the less of each you will see, except...

  – The more you interact with a page (or friend), the
    more likely you are to see their posts

  – When you first Like a page, you will see more
    posts. If you don't interact with them, you'll start
    to see less and less
KEY FACTORS
THE KICKER
Facebook runs continuous tests from the moment
you post. Changes happen in minutes!

If the first few people receiving the post fail to engage,
subsequent people may not see the post at all

If the first few people report it as spam, it may impact
those who haven't logged in yet

EdgeRank =
   (Affinity with page + Weight of post – Spam score)

               Days since last engagement
ONE MORE THING...
Page posts are displayed differently to personal
posts...
TWITTER
Over 500 million users (140m active) is nothing to
sneeze at
  – Twitter won't filter your
    content, but...

  – Only 36% of tweets are
    considered “worth
    reading” (HBR May'12)

  – Only 1% of people who
    follow you will see your
    tweet                       Brands tweet too much during the week and too little
                                                  over weekends
TWITTER
More than half of all Retweets occur in the first 18
minutes after a post
INCREASING ENGAGEMENT
Facebook and Twitter are polar opposites
STRATEGIES FOR DRIVING ENGAGEMENT
          Engagement is different for each type
          of post
STRATEGIES FOR DRIVING ENGAGEMENT
          Drive affinity – likes, comments, shares
          and clicks – even if it's cutesy!




                                     quickmeme.com
                                     diylol.com
                                     knowyourmeme.com
STRATEGIES FOR DRIVING ENGAGEMENT
          Challenge your fans with puzzles or
          tests
STRATEGIES FOR DRIVING ENGAGEMENT
          Encourage clicks (they help). But
          clicking to a photo is just as good
STRATEGIES FOR DRIVING ENGAGEMENT
          Use hashtags on Twitter (and ONLY on
          Twitter) – but use them sparingly
STRATEGIES FOR DRIVING ENGAGEMENT
          Send variations of the same message
          multiple times each day

          (Hint: change it slightly each time)
STRATEGIES FOR DRIVING ENGAGEMENT
          Start embedding rich media
TWITTER
          How are leading retailers using Twitter?
          
           Zappos' Twitter feed is run by their CEO, Tony
          Hsieh
          
           Best Buy has a feed for their @GeekSquad
          where you can ask for technical support (24/7)
          
           Target and Home Depot have dedicated feeds for
          daily deals - @TargetDailyDeal and
          @HomeDepotDeals
          
           Nike have several feeds for specialist
          communities like @NikeStore (shopping),
          @NikeGolf and @NikeFootball
STRATEGIES FOR DRIVING ENGAGEMENT
          Get to know your most influential
          followers
HERE'S HOW
ENSIGHT CAN
HELP YOU
DRIVE
ENGAGEMENT
ENSIGHT CONVERSATIONS
Posting pictures
ENSIGHT CONVERSATIONS
Posting pictures
Browse through and select images on any website
ENSIGHT CONVERSATIONS
Posting pictures
Links are tracked for you




                   Now with realistic preview pane
ENSIGHT CONVERSATIONS
Custom columns
Keep track of specific discussions or mentions (or
hashtags on Twitter)
KNOWING YOUR AUDIENCE
Introducing Ensight's new Socialgraphics
SocialGraphics
Here's what we can tell you




  – How your audience is growing

  – How engaged your audience currently is

  – How large your potential audience is
SocialGraphics
Here's what we can tell you
SocialGraphics
Here's what we can tell you




  – Which photos your audience appreciated (and
    which they didn't)
SocialGraphics
Here's what we can tell you
SocialGraphics
Here's what we can tell you
SocialGraphics
Here's what we can tell you
THANK YOU




Questions...?

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Driving Social Engagement - Webinar

  • 1. DRIVING SOCIAL ENGAGEMENT How to leverage social media to drive engagement and grow your business
  • 2. WHAT IS ENGAGEMENT? “The act of engaging or the state of being engaged.” “...engagement is more than just a channel. It’s a dialogue; it’s the ability to choose how and when to engage; it’s the value each channel represents; it’s whether or not expectations were met.” ”the ability to reach out to and get response from a company (as a consumer) or an audience (as a company)”
  • 3. PERHAPS THIS IS BETTER... Engagement is a conversation that is authentic and relationship-oriented. It is more than just dialogue, as it creates a forum for multiple voices. Critical to engagement is that it be free of hidden agenda - like any good relationship - it needs to be honest. – Jeff Ramson
  • 4. WHAT ARE YOUR CHALLENGES? – Too much noise • Your posts are only being seen by a tiny portion of your audience – Too short a lifespan • Posts on social media have a VERY short shelf- life – Too little attention • Your audience want a quick information burst or entertainment on demand
  • 5. LET'S TAKE A CLOSER LOOK AT SPECIFIC SOCIAL NETWORKS...
  • 6. FACEBOOK 1 billion members. Most of your potential and current customers are here. – Publicly admits that only around 16% (down to as little as 5%) of your fans will see your content – Their Edgerank algorithm hides and shows post at “random” – More than 50% of all reach occurs in the first Socialbakers – November 2012 30 minutes after a post
  • 7. STAGGERING... In comparison, email sees 23.6% of all opens within the first hour after a send
  • 8. IS FACEBOOK DELIBERATELY HIDING POSTS? Edgerank Algorithm (our version) – Ranks posts based on your propensity to engage – The more friends you have and pages you follow, the less of each you will see, except... – The more you interact with a page (or friend), the more likely you are to see their posts – When you first Like a page, you will see more posts. If you don't interact with them, you'll start to see less and less
  • 10. THE KICKER Facebook runs continuous tests from the moment you post. Changes happen in minutes! If the first few people receiving the post fail to engage, subsequent people may not see the post at all If the first few people report it as spam, it may impact those who haven't logged in yet EdgeRank = (Affinity with page + Weight of post – Spam score) Days since last engagement
  • 11. ONE MORE THING... Page posts are displayed differently to personal posts...
  • 12. TWITTER Over 500 million users (140m active) is nothing to sneeze at – Twitter won't filter your content, but... – Only 36% of tweets are considered “worth reading” (HBR May'12) – Only 1% of people who follow you will see your tweet Brands tweet too much during the week and too little over weekends
  • 13. TWITTER More than half of all Retweets occur in the first 18 minutes after a post
  • 14. INCREASING ENGAGEMENT Facebook and Twitter are polar opposites
  • 15. STRATEGIES FOR DRIVING ENGAGEMENT Engagement is different for each type of post
  • 16. STRATEGIES FOR DRIVING ENGAGEMENT Drive affinity – likes, comments, shares and clicks – even if it's cutesy! quickmeme.com diylol.com knowyourmeme.com
  • 17. STRATEGIES FOR DRIVING ENGAGEMENT Challenge your fans with puzzles or tests
  • 18. STRATEGIES FOR DRIVING ENGAGEMENT Encourage clicks (they help). But clicking to a photo is just as good
  • 19. STRATEGIES FOR DRIVING ENGAGEMENT Use hashtags on Twitter (and ONLY on Twitter) – but use them sparingly
  • 20. STRATEGIES FOR DRIVING ENGAGEMENT Send variations of the same message multiple times each day (Hint: change it slightly each time)
  • 21. STRATEGIES FOR DRIVING ENGAGEMENT Start embedding rich media
  • 22. TWITTER How are leading retailers using Twitter?  Zappos' Twitter feed is run by their CEO, Tony Hsieh  Best Buy has a feed for their @GeekSquad where you can ask for technical support (24/7)  Target and Home Depot have dedicated feeds for daily deals - @TargetDailyDeal and @HomeDepotDeals  Nike have several feeds for specialist communities like @NikeStore (shopping), @NikeGolf and @NikeFootball
  • 23. STRATEGIES FOR DRIVING ENGAGEMENT Get to know your most influential followers
  • 24. HERE'S HOW ENSIGHT CAN HELP YOU DRIVE ENGAGEMENT
  • 26. ENSIGHT CONVERSATIONS Posting pictures Browse through and select images on any website
  • 27. ENSIGHT CONVERSATIONS Posting pictures Links are tracked for you Now with realistic preview pane
  • 28. ENSIGHT CONVERSATIONS Custom columns Keep track of specific discussions or mentions (or hashtags on Twitter)
  • 29. KNOWING YOUR AUDIENCE Introducing Ensight's new Socialgraphics
  • 30. SocialGraphics Here's what we can tell you – How your audience is growing – How engaged your audience currently is – How large your potential audience is
  • 32. SocialGraphics Here's what we can tell you – Which photos your audience appreciated (and which they didn't)