This document outlines a 10 step engagement strategy for businesses. The steps are: 1) listen and take action, 2) choose the right metrics, 3) identify a social object, 4) define business objectives, 5) find a simple idea, 6) design a playful engagement, 7) create a social media plan, 8) create a social CRM strategy, 9) define a social media policy, and 10) don't think as a lovemark. The strategy is meant to help businesses better engage participants and co-creators through social interactions rather than viewing people as mere consumers.

1. Engagement Strategy
in 10 steps
Stefano Mizzella

2. Consumers are dead
We will no longer view you as "consumers". Instead, you
are co-creators, participants, and advocates.
The Social Business Manifesto

3. Participation Inequality
70% Spectators
Forrester Research

4. Best case studies
Simple Ideas
High Engagement

5. A single hat is not enough
Ethnography Sociology Design
Context Relations Strategy

6. 1. Listen and take action
Listen Measure Engage
Monitoring Metrics Strategy

7. 2. Choose the right metrics
Comments Unique commenters
Recommendations Suggestions/Feedback
Content downloads Sentiment Spinoff content
Thread size
Time with content
Content sharing
Subscriptions

8. 3. Identify a social object
A shared passion

9. 4. Define business objectives
Foster dialog
Promote advocacy
Facilitate support
Spur innovation

10. 5. Find a simple idea
Could you describe
your idea?
Use the Post-it test

11. 6. Design a playful engagement
Game is a serious thing!

12. 7. Create a social media plan
Social Marketing
Compass by Brian
Solis
...but remember: marketing is not enough!

13. 8. Create a Social CRM Strategy
Social CRM is the company’s response to the customer’s
ownership of the conversation.
Paul Greenberg

14. 9. Define a social media policy

15. 10. Don’t think as a lovemark
A Facebook fan page won’t save you!

16. To-do
Listen and take action
Choose the right metrics
Identify a social object
Define business objectives
Find a simple idea
Design a playful engagement
Create a social media plan
Create a Social CRM strategy
Define a social media policy
Don’t think as a lovemark

17. Thanks
Stefano Mizzella
@stefanomizzella
stefano.mizzella@open-knowledge.it