Engagement marketing - Tamsin Fox-Davies - Constant Contact
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Engagement Marketing - How Small Businesses Win in a Socially Connected World This presentation shows you how to create an engagement strategy to bring existing customers back to buy from you again and again, whilst also attracting new customers at the same time. It's a simple system that works for any business - how you apply it is up to you.
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Engagement marketing - Tamsin Fox-Davies - Constant Contact
- 1. ENGAGEMENT MARKETING HOW SMALL BUSINESSES WIN IN A SOCIALLY CONNECTED WORLD Ā© Constant Contact
- 2. Grow Your Business with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Offers & Promotions Events & Registrations Newsletters & Announcements Feedback & Surveys Copyright Ā© Constant Contact Inc. 2
- 3. email: tfox-davies@constantcontact.com facebook: /smallbizmarketingmentor twitter: @tamsinfd 3 Tamsin Fox-Davies Small Business Evangelist Constant Contact UK
- 6. [story] Ā© Constant Contact
- 8. We trust comments and reviews (even from strangers)ā¦not marketing. Your customersā friends are your next best prospects. Rise above the ordinary in small (or large) ways that WOW! your customers. They wonāt join if you donāt ask! (Yes, you really have to!) Engagement drives social visibility. Engagement matters. Ā© Constant Contact
- 9. 2012 Neilson Global Trust in Advertising + Brand Messages Ā© Constant Contact
- 11. We trust comments and reviews (even from strangers)ā¦not marketing. Your customersā friends are your next best prospects. Rise above the ordinary in small (or large) ways that WOW! your customers. They wonāt join if you donāt ask! (Yes, you really have to!) Engagement drives social visibility. Engagement matters. Ā© Constant Contact
- 12. relevant appropriate qualified! Ā© Constant Contact
- 15. We trust comments and reviews (even from strangers)ā¦not marketing. Your customersā friends are your next best prospects. Rise above the ordinary in small (or large) ways that WOW! your customers. They wonāt join if you donāt ask! (Yes, you really have to!) Engagement drives social visibility. Engagement matters. Ā© Constant Contact
- 17. Ā© Constant Contact hope is not a strategy
- 19. cooking classes cookbook exchanges knife sharpening workshops Ā© Constant Contact
- 20. We trust comments and reviews (even from strangers)ā¦not marketing. Your customersā friends are your next best prospects. Rise above the ordinary in small (or large) ways that WOW! your customers. They wonāt join if you donāt ask! (Yes, you really have to!) Engagement drives social visibility. Ā© Constant Contact Engagement matters.
- 21. Engagement = participation Ā© Constant Contact
- 22. Engagement = participation Ā© Constant Contact
- 23. Engagement = participation Ā© Constant Contact
- 25. We trust comments and reviews (even from strangers)ā¦not marketing. Your customersā friends are your next best prospects. Rise above the ordinary in small (or large) ways that WOW! your customers. They wonāt join if you donāt ask! (Yes, you really have to!) Engagement drives social visibility. Engagement matters. Ā© Constant Contact
- 26. [story.2] Ā© Constant Contact
- 27. [story.2] Ā© Constant Contact
- 28. comment picture survey video like comment Ā© Constant Contact SHARE!
- 30. SMALL is big! Ā© Constant Contact
- 31. SMALL Engagement happens in small doses. 5 likes 3 shares 11 2 4 comments 3 2 4 1 6 2 1 3 3 (and happens over time) is big! Ā© Constant Contact
- 32. We trust comments and reviews (even from strangers)ā¦not marketing. Your customersā friends are your next best prospects. Rise above the ordinary in small (or large) ways that WOW! your customers. They wonāt join if you donāt ask! (Yes, you really have to!) Engagement drives social visibility. Engagement matters. Ā© Constant Contact
- 34. We trust comments and reviews (even from strangers)ā¦not marketing. Your customersā friends are your next best prospects. Rise above the ordinary in small (or large) ways that WOW! your customers. They wonāt join if you donāt ask! (Yes, you really have to!) Engagement drives social visibility. Engagement matters. Ā© Constant Contact
- 35. 3 things* ā¢ WOW: 1 thing you can do to rise above the ordinary ā¢ connect: 1 way that you will entice people to connect with you ā¢ engage: 1 idea for a social post or e-mail that might drive engagement *do them today Ā© Constant Contact
- 36. OFFER USE CODE: BESTSEASON Until 29th November 30% off for 3months Until 14th November Festive Promotion Pack: ā¢ Create Better Emails in Less Time Webinar ā¢ Christmas Marketing 101 Guide ā¢ Christmas Promotional Plan Workbook ā¢ Quick start templates SIGN UP & MORE RESOURCES: CONSTANTCONTACT.CO.UK
Editor's Notes
- Ā Speaker welcomes attendees, thanks appropriate people, etc. Speaker introduces themselves. Ā [click to next slide]
- Before we start, I just want to get a quick sense of the room: what do you see as your #1 business challenge? Ā (allow for a couple of shouted responses) Ā I suspect if we dove into the question, weād find that a lot of people had similar ātopā challenges, and that weād find that those areā¦ Ā [click to build] Finding new customers, members, connections andā¦ [click to build] Generating repeat business or participation from those people. Ā The best way to get new customers, to grow your business, is through your existing customersā¦ Existing customers give you repeat business Those existing customers will bring their friends and connections with them Ā [click to next slide]
- We want to show you that you can make repeat business happen, and word of mouth happen. Ā The way to do that is through Ā [click to build] engagement with your existing audience and Ā [click to build] leveraging that engagement to create social visibility Ā Thatās what weāre going to talk about today, and in the process weāre going to lay out 6 simple ideas that will help you better understand the realities of marketing for todayās small businesses and associations. Ā Before we do that, however, I want to tell you a story, a story that will give us a good example of what Iām talking aboutā¦ Ā [click to next slide]
- Iām an amateur chef (emphasis on āamateurā) [OR āmy colleague Gail is an amateur chefā and adjust pronouns], and my husband and I enjoy entertaining and having people over to our home. I needed to replace my knives for some time and went to Kitchen Outfitters, a local kitchen store to see what was available. A little overwhelmed at the selection and types of knives and brands, I asked the owner of the shop a few questions. She took the time to explain the difference between German and Japanese knives and even pulled out a chopping board and proceeded to let me try the different knives by cutting up carrots. Sold! I ended up buying six well-made knives. And, each time I have guests over and we are cooking together, I tell them about my knives and how wonderfully sharp they are, which leads me to talking about where I bought them and telling the story of my great experience. Ā Whatās the point of the story? Who can tell me ā in three words or less? Thatās right ā word of mouth! Every time I cook for friends I tell this story, which means that more people hear about Kitchen Outfitters. Ā But thereās something else that this story shows us. It gives a look at some of the challenges faced by small businesses and associations like yours: how do you see that the word of mouth is happening? How do you reward me for telling the story? How do you influence the story? And most importantly, how do you leverage that word of mouth to help you drive either repeat business or new customers back to your store or organization? Ā [click to next slide]
- The story makes a compelling point: WOM has always been #1 way to get new customers. What has changed is that now these conversations are no longer happening just over the kitchen island or the back fenceā¦they now happen [click to build] on Facebook, Twitter, LinkedInā¦they happen online and that gets you a different level of visibility. Thatās been one of the great shifts in recent years ā those conversations are now happening on-lineā¦when they happen on-line that changes everything. Not only are two people having that conversation, now tens, hundreds, even thousands of other people are āeavesdroppingā on the conversation. Think about yourself ā you may not be an active part of every conversation you see on-line, but youāre certainly seeing them. From the perspective of a business, you know that some of those people are your current customers, and some of them are likely great prospects for your business or organization. Ā (I just mentioned tools. Youāre going to hear me refer to Facebook, email, LinkedIn, Twitter at points in this presentation. But the tools arenāt the focus for this presentation ā we can teach you about the tools, but thatās not the big reveal. What I want to share with you is the āwhyā and how to think about engagement and social as key components of your strategy.) Ā This āeavesdroppingā is important because the advent of social networks has made it incredibly easy for us as consumers and business people to see those reviews and recommendations, whether weāre soliciting them directly or just looking at the conversations that are already happening So, back to this shift in how people are seeing the word of mouth. It has led to another important shift, and that shift is the first of the key ideas I want to put in front of you today. [click to next slide]
- I mentioned that weāre going to share with you 6 simple ideas throughout the presentation that will support the importance of the ideas of Engagement and Social Visibility. Hereās our first one: Ā [click to build] Ā We trust comments and reviews (even from strangers)ā¦NOT marketing! Ā What are comments and reviews? Theyāre just another version of Word of Mouth ā written and posted on social networks, shared on websites and made publicly available. This reflects also the changing nature of how we as consumers seek out information. Before we go to a restaurant we seek out reviews. Before we hire a services firm for our organization, we seek out referrals and recommendations. And those reviews and recommendations are what weāre looking for to help us make our decisions. Keep in mind that whatās already out there (comments and reviews) will enhance the other marketing youāre doing. Why? because when people come to you from advertising (i.e. see your advertising and go to your web page or Facebook page) they see those conversations, and they enhance the advertising, because customers and potential customers see the trusted endorsements on your website, your FB page, your listings, etc. Ā Thereās lots of data to support the shift that has taken placeā¦. Ā [click to next slide]
- A recent study showed that Ā [click to build] Ā 36% OF PEOPLE TRUST ADVERTISING (of various forms ā TV, magazines, radio, search engine ads, ads on social networks, online banner ads, display ads on mobile devices, text ads on mobile phones) (this is an average of the ātrust completely/somewhatā percentages from page 3 of the report) Ā Howeverā¦ Ā [click to build] Ā 81% OF PEOPLE TRUST RECOMMENDATIONS FROM PEOPLE THEY KNOW OR CONSUMER OPINIONS POSTED ONLINE (this is an average of the ātrust completely/somewhatā percentages for the top 2 items ā ārecommendations from people I knowā and āconsumer opinions posted onlineā) Ā 81%!!! This points to a shift in the way that businesses have to think about how theyāre interacting with their current and potential customers. Ā [click to next slide]
- The important thing to understand is that marketing speak isnāt whatās going to make the connection to your customers, you need to start thinking about how youāre going toā¦ Ā [click to build] Ā ā¦engage with your customers. Creating that engagement that allows you to have deeper connections. Ā Letās face it, we prefer to do business with people we know, like and trust. What you have to do is pull your customers in, to show them the people and experiences that are behind your business. You can no longer do that by āmarketingā to people. You do it by getting the customer speakingā¦engagingā¦PARTICIPATING. Ā Itās about comments, likes, saying āWOW I love these knivesā ā thatās the customer speaking! Ā The way to get the customer speaking is to engage with them in ways that drive that response. This is important: Engagement is āthe whole thing ā the face-to-face experience, the purchase experience, the on-line experience. Everything you do in marketing drives the engagement. (Weāll talk more about what drives that sharing later.) Ā The important takeaway here is that when your customers are engaging, their friends see it. When you get your customers to engage, that engagement is increasingly visible socially, on the social networks. Which brings us to our next key ideaā¦Ā [click to next slide]
- Your customersā friends are your next best prospect. Ā Now, we say āfriends,ā which is a Facebook reference, but that really includes connections through whichever social network you refer to ā LinkedIn, Twitter, etc. (For example: if you sell to IT professionals, your customersā LinkedIn network will be FULL of other IT professionals either from their current job or jobs past.) Ā All weāre doing is recognizing that with the word of mouth going on-line, the person who was on the other side of the fence when Word of Mouth was shared in person is now the āfriendā or āfollowerā on a social network. And just as you used to hope that your customer would bring that friend they were talking to in to your store or organization, you now hope that their on-line connection will learn about you and become a customer. Ā I want to make a point here, one that is sometimes overlookedā¦ Ā [click to next slide]
- The idea of networks isnāt new. We all understand that individuals have connections, What we want to stress is that youāre trying to find the connections that are related to your business. Ā [click to build] Take a person who has come to your business and is a āgoodā customer. That person has a network. Ā As they talk about you, that network will be exposed to you and what your business does. Thatās social visibility and is very positive. The real power, however, comes when what that person says is seen by one of their connections who SHARES THEIR INTEREST IN WHAT YOUR BUSINESS OR ORGANISATION DOES!! Ā [click to build ā reveal three āconnectionsā in red that share the interest] Ā Each of those people also has a networkā¦ [click to build ā reveal networks of those connections and the lines that flow from them] ā¦and itās likely that in each of their networks there are people who are also interested in the same thing!! Ā You need to remember that, with the exception of a cousin or old college buddy 3,000 miles away that the majority of these social networks are related to a particular geography, industry (i.e. on LinkedIn) or interest. Theyāre also likely to be ālike you:ā similar in age, demographics, socio-economics, industry vertical or sector. [click to build list] In short, theyāre relevant and it would be appropriate for you to consider doing business with them (and they with you)ā¦theyāre qualified prospects!! (And in the case of B2C businesses, theyāre likely ālocalā in proximity to your store or location.) Ā So, how do you start to leverage that network effect? It all starts with the Engagement Marketing Cycle.Ā [click to next slide]
- This is the Engagement Marketing Cycle. There are a lot of ideas and concepts rolled up into this one graphic, and weāre going to walk through it for you, to show you the importance of focusing on each step of the cycle. Ā Youāre going to notice that two distinct audiences are addressed here: new or current customers who have already come through your āfront doorā or been exposed to your business; and prospective customers or members who have yet to become aware of you. Ā Letās jump in! Ā [click to next slide]
- The first thing you need to do is ensure that your new prospect, visitor, volunteer, customer, etc. has a āWOW!ā experience as they interact with you. Why? In addition to the benefits youāll get from sales, more $$ raised, etc., you want to create a memorable experience. Ā To do that, you want to consider the experience of your customers through their eyes ā put yourself in their shoes and imagine what would make for a memorable experience for them. Ā You need to do this so that you canā¦ Ā [click to next slide]
- Weāre not saying that you need to do wild and crazy things. But you do need to understand your experience through your customersā eyesā¦and find the one or two spots where you can create something a little bit special. (Now, if you have a LARGE idea that you think will allow you to create that WOW! experience, go for it!! But know that you donāt have to start with a large or big idea.) Ā [click to next slide]
- For example, the way you process a credit card ā could be normal. But the way you wrap the purchase ā¦[click to bring up wrapped package] ...could be the WOW! [click to bring up picture of staff shouting to welcome someone] Another very simple way to rise above the ordinary could be in the way you greet them at the door. [click to show image of corporate materials] If you work with other businesses, consider how you present proposals or project updates ā are you thinking about the perception of you as a professional that you leave when you invest the time and care into the reportās presentation [ARE THERE OTHER EXAMPLES FROM THE CROWD?] Again, you donāt need to go to the extremes or way over the top. You do, however, need to help your business think about the spots where youāre going to do something that really creates a connectionā¦thatās what itās aboutā¦creating a connection. What those connections do is open a window of opportunity, an opportunity to ask them to stay connected with you, which brings us to the next step in the cycleā¦ Ā [click to build cycle ā grey box will fade out and āEnticeā will rotate into view] The next important step is to entice them to āconnectā with you ā join your e-mail list, āLikeā you on Facebook, āconnectā with you on LinkedIn or āfollowā you on Twitter, etc. Ā On the surface, the straightforward way to get them to do this is to ask themā¦if theyāve had a great experience, youāve made it as easy as possible for you to ask them to want to connect with you. Ā If they say āyes,ā congratulations! When a customer says, āhereās my email, or ālikesā you on FB,ā thatās such a powerful thingā¦theyāve give you permission to send them information about you or your business. This means that you may find yourself rising above the noise thatās all around them ā noise that is largely the āmarketing speakā we talked about a few minutes ago. Ā Even though itās easy to ask, you do need to know a few more things about enticing them to connect with you.Ā [click to next slide]
- First, you need to have provided a great experience. But even if you create a great experience and have your ducks in a row ready for them to connect, are they going to come back? Are they going to tell their friends? The answer is ānoā if all you do is provide that experience and hope that they come back. [click to build] Iām here to tell you that hope is not a strategyā¦you have to ASK them to stay connected. The good news is that people are bothā¦ Ā [click to next slide]
- Recognize that these days people are two things: more willing to connect when theyāve had a great experience as well as more picky about to what and to whom they choose to connect. Ā Keep in mind that weāve all gotten used to itā¦the days where it was an oddity to be asked to join a mailing list or to follow on Facebook are gone. So there is no mystery there. Ā That said, however, we are very willing to connect and receive information IF WE CAREā¦and weāre very clear that we donāt want to connect when we donāt careā¦weāre very OK saying āno.ā Ā When youāve created a connection (through a great experience), theyāre willingā¦when you havenāt, theyāre not interested. So, the point of the WOW experience isnāt to get them talking about you (which is nice to have)ā¦itās to create a connection that entices them to stay in touch. Ā To further entice them, you need to think carefully about what youāre going to āofferā them for staying in touch. Generally people think of discounts, notices about sales, etc. Go beyond that however, and think about what would be of value to your customer, or to someone who shares an interest in what you do. Ā Here are some examplesā¦ Ā [click to next slide]
- Remember our story about Kitchen Outfitters, the knife company? By joining their e-mail newsletter list, their customers will learn about all sorts of events that they hold: cooking classes, cookbook exchanges, knife sharpening workshops. Ā They make it easy to ask to join the mailing list, because THEY know what they have to offer ā access to information about cool events that will appeal to people who care about cooking. If you care about cooking, these will be of interest to you. If youāre just in from out of town and looking to buy tchotchkes, you wonāt want to join ā and thatās OK (no is OK, too). Hereās something else: all of the things that Kitchen Outfitters does is fun for folks with a passion for cooking ā and their staff (who often participate) know it. And because the staff knows it, theyāre more confident and comfortable asking customers to connect with them ā because they know that what a customer will receive in return for that connection will be of value to that customers. Ā Letās look at two more examplesā¦ Ā [click to next slide]
- They (your customers) wonāt join if you donāt ask. (They also wonāt Like you on Facebook, follow you on Twitter, connect with you on LinkedIn, etc. if you donāt ask.) Ā Make sure they know what theyāre going to get, ensure that it is easy to connect, and then ask them! Ā Once youāve asked them to connect, and theyāve said āyes,ā then youāre ready to tackle the next big step in the Engagement Marketing Cycleā¦ Ā [click to build cycle ā grey box will fade out and āEngageā will rotate into view] ENGAGING WITH THEM!! Engagement means re-connecting with people by delivering what you told them you would ā whatever it was that you determined (and they agreed) would give them value around your shared interest. Itās about delivering something they find interesting and relevant ā and, when you hit the target, something that gets them to take an action. Ā There are lots of ways to engage [click to build all 5 elements], but your goal is the sharing of content that inspires your Fans, followers, email subscribers, blog readers, etc. to participate, or actively engage with you (or your brand), in a way that brings those people back to your business ā whether through leaving a comment, āLikingā or ā+1-ingā your post or web site, sharing your content on Facebook, Twitter, Google+ or LinkedIn, visiting your business to make a purchase, attending one of your events, or calling / emailing you to discuss a new project. Ā Itās important to note ā if itās always about you, it doesnāt work. It needs to add value to them. You need to offer them things that will inspire participation, becauseā¦ Ā [click to next slide]
- ā¦Engagement equals participation. Ā If all they do is read what you post or send them, thatās not engagement. You want to inspire them to do something, to download something, to share somethingā¦to get engaged!! Ā Consider the call to actionā¦what do you want them to do? Even if youāre posting a comment, pose a question ā ādo you agree?ā Keep in mind that what you share doesnāt always have to be original material that you create. Because your followers see you as an āexpert in your field,ā you could share content or information that youāve come across that would be of interest to them. Ā Look at these examplesā¦ Ā [click to next slide]
- Ā In this example Learning Ally (a non-profit that is focused on learning disabilities) shares an article that would be of interest to its followers. Ā Notice that 24 people āLikedā this, and 18 people shared the article with their networks. Thatās fantastic!! Ā [click to next slide]
- In this example Total Image Consultants (a business that provides image consulting, makeovers, and education) announces that theyāll be responding to the questions of their followers. They ask for questions and let their followers know when theyāll get an answer. Ā She had 6 people āLikeā the post, and there were 12 comments in the discussion ā a back-and-forth between her and her followers. (Notice that she does this on a Friday afternoonā¦just before the weekend when her followers can benefit from the advice on their shopping trips over the weekend.) Ā [click to next slide]
- Hereās another great example from Boloco (a burrito fast-food restaurant)ā¦they simply throw out a question on a Sunday. They had 11 responses to the questionā¦on a Sunday!! Ā Notice that this is simple, fun and makes it easy for people to engage. Ā Those are just three simple examples posted on Facebook. You need to find the things to share (newsletter, white papers, comments, blog posts, etc.) and the ways to share them (Facebook, email, LinkedIn, Twitter, etc.) that will inspire that participation with your followers. Ā When you do that, youāll be closing out the Engagement Marketing Cycleā¦ Ā [click to next slide]
- So, letās reviewā¦the cycle is made up of three components: Create a WOW! Experience (in small ways and large) that create an opportunity for you to Entice your customers to connect with you (be sure to tell them what theyāll get when they connect with you, and be sure that what theyāll get will be of value to them) and then Engage with them, by delivering that content and the interactions that will inspire them to participate and to take action. Ā When you do these things, youāll have created a cycle that will keep them coming back ideally to buy from you, use your service, donate, etc. The best part? It becomes an engine for your business. Ā Now that weāve outlined how you can create Engagement, letās talk about the other powerful idea we mentioned at the start of the sessionā¦ Ā [click to rotate Social Visibility into view] ā¦Social Visibility. This is what your business gets when you engage with your followers. Ā Those āLikesā and āCommentsā from the examples that we showed ā those are engagement!! Those are socially visible! That means that others beyond just the person who follows you might get to hear about you (the eavesdroppers we mentioned earlier). Ā ITāS THE WORD OF MOUTH! Except now itās on-line! Ā And it brings us to another one of our key ideasā¦ Ā [click to next slide]
- ā¦Engagement drives social visibility. Ā Yes, you go through the Engagement Marketing Cycle to provide your customers with a great experience and great and valuable content when they connect with you. But youāre also putting the pieces in place for that Engagement to be visible beyond just your current customers. Ā Letās look at another example to bring this to life, with our focus on the engagement and the social visibilityā¦ Ā [click to the next slide]
- Here we have Donnaās Gourmet Cookies. During the holidays they posted a picture of some of the new cookies they were making, themed for the holidays. Ā Notice the comment ā āYup, we have them.ā No complex marketing message, no convoluted marketing speak hereā¦just a simple statement. Ā Now look at the Engagement that took place: 10 people āLikedā the postā¦and 1 person shared the picture!! These were people choosing to like the image and one even deciding that she wanted to share it with her network. Ā [click to next slide]
- Hereās the post as it showed up on one personās Facebook feed: this is a Fan who shared the picture with her network, adding her own endorsement of Donnaās and her cookies!! Ā And look at the results: 5 more people liked the post/picture, 4 people wrote comments, including this oneā¦ Ā [click to enlarge the comment] Ā ā¦where she wants to know where Donnaās is locatedā¦SO THAT SHE CAN GO BUY SOME COOKIES!!! This is someone who wasnāt aware of Donnaās, didnāt know they made cookies sheād like, and now, thanks to the engagement between Donnaās and its customers is going to go there and become a customer herself. Ā OMG!!! Ā THATāS the power of engagement and what happens when it leads to social visibility!! Ā [click to next slide]
- Letās review this againā¦ Donnaās Gourmet Cookies decides to post a picture, comment, survey, video, etc. [click to build] Ā ā¦using Facebook, which allows followers to see the post. If any of those followers āLikeā or āCommentā [click to build] on that post, then Donnaās can see that and know which of her customers are engaged. (Also, any of those followersā friends who visit their Wall can see their engagement with Donnaās.) If any of those followers in turn āShareā that post, picture or videoā¦ [click to build]ā¦thatās when the magic happens, because then that post is seen by their followers and friends. Out of that group of people, thereās likely to be one or two who like what they see, and decide [click to build] that they need to visit Donnaās for some great cookies. Ā There are some important points to take away here: Different activities have different socially visible characteristicsā¦which is why some things are more valuable than others The value of a like is that I (SMB) see your feed (thatās the permission)ā¦multiple likes will keep me visibleā¦itās points in the Edgerank algorithm that Facebook uses to determine what people see in their newsfeedā¦and while my friends can see things in MY timeline, what we want to get to is the things that will show up in THEIR newsfeedsā¦ Comments/Likes: Commenting and liking a post is an āopt-ināā¦ Shares: The share is your target ā because the share is the guarantee of social visibilityā¦ The goal is to get people to like and comment and in the best case share postsā¦those likes and comments are visible in the timelines of your customers, and when they share your post you will show up in their friendsā Newsfeeds BONUS: these posts are like ābreadcrumbs back to your businessā ā when your business or organization is referenced, thereās a link that when clicked will take people back to your business page. (If the person who didnāt know where Donnaās was had clicked on the name in the post, sheād have been taken to the business page for Donnaās.) Again, the goal is to create the social visibility that will drive new prospects to your front door. When they do come through that door, theyāre already pre-disposed to buy, theyāre primed to have a great experience, and theyāre likely to be willing to connect and engage. THATāS POWERFUL!! How powerful can it get? Letās look at somethingā¦ Ā [click to next slide]
- Remember this diagram, showing that what social networks do now is help connect people with similar interests? This picture only shows a small number of connections within each network. Ā Letās consider this with respect to Facebook. The average number of friends that each Facebook user has is 234ā¦ Ā [click to build] Ā ā¦and some of them have a lot more!! Ā The takeaway here is that when you get a Like or a Share, thatās getting you potential visibility to 100, 200, 300 or even more people. Thatās the power of scale and social networks today. Ā It also allows me to make an important point aboutā¦ Ā [click to next slide]
- ā¦SMALL NUMBERS. Ā Did you notice that none of the examples we showed had hundreds of Likes or Shares? 24 was the highest number of Likes, while the others had 6, 10, 1. Similarly, there were a small number of comments or shares on those posts. THATāS FANTASTIC!! Iām also referring to the content ā it can be āsmallā as well. Look at the examples weāve shown you here today ā fun questions, sharing a link to an article, simple pictures, fill in the blanks!! (one of the best ways weāve found to start a conversation and get people participating) Ā So, really, smallā¦[click to build]ā¦is big! Reflect again on Donnaās Gourmet ā posted a picture, which was Liked by 10 people (which means a possible exposure to 10 x 100 people or 1,000 people)ā¦one of those people shared it and it was further liked by 5 people (visible to about 500ā¦for a total visibility at that point of about 1,500 people)ā¦and one person was on their way to the store to buy some cookies! All from posting a simple picture!! Donna didnāt need 100ās of people to Like her initial post, and neither do you. Ā Let me reinforce this idea with another one, that will help you think about how you go about creating that engagement and social visibilityā¦ Ā [click to next slide]
- Engagement happens in small doses. You never know whatās actually going to grab the most peopleās attention, so try lots of things, experiment, see what your audience responds to. āIt starts small, it builds slowā¦engagement happens in small doses.ā Which brings us to our final key ideaā¦ Ā [click to next slide]
- ā¦Engagement matters!! Ā It matters because it cements a connection between you and your current customers. Ā It matters because it drives the social visibility that will motivate and inspire new prospects to come to your door. Ā Letās look at the cycle again and reviewā¦ Ā [click to next slide]
- Hereās the cycle againā¦letās walk through itā¦ You need to provide new and returning customers with a great Experience. You can do this in big ways and smallā¦but you want to WOW! them, because it creates the opportunity toā¦ Entice them to connect with you. You do this by letting them know what theyāll get if they connect with you, and by making it easy for them to connect with you. Once theyāve given you permission and agreed to connect with youā¦ Engage them by providing that content you told them you would, by finding fun ways to connect with them and get them talking (about you and about themselves), and by driving them to participate and ultimately by driving them to some sort of action ā responding to posts, sharing information with their networks, coming to the store or your event, giving you a call, etc. That engagement and participation and those actions will drive Social Visibility, which will be seen by potential prospects and drive them to your door. Ā When you get dialed in on this cycle youāll be very happy with the resultsā¦and how it becomes a perpetual motion machine driving repeat business and new customers to your door. Ā [click to next slide]
- I want to wrap up by showing you once more the key ideas weāve been talking about, as these tell the storyā¦ Ā [click to build each one of these individually as you say them] [click] We trust comments and reviews (even from strangers)ā¦not marketing. [click] Your customersā friends are your next best prospects. [click] Rise above the ordinary in small and large ways that WOW! your customers. [click] They wonāt join if you donāt ask! (Yes, you really have to!) [click] Engagement sets the stage for social visibility. [click] Engagement matters. Ā Now that weāve put these in context, I think youāll agree that if you keep these in mind, and you consider them in the context of the Engagement Marketing cycle that youāll achieve theā¦ Ā [click to build]
- So now we want you to leave here today and think about these three things: What one thing can you do to āExperience that rises above the ordinary?ā and create a WOW experience? Whatās one way that you will entice people to connect with you? Whatās one idea that you have for a social post or an e-mail that might drive engagement? Think of things you can do today! Ā Thank youā¦questions about Engagement Marketing, before we move on to a bit more of a deeper dive into one of the tools that will help you maximize and take advantage of that engagement?
- What questions do you have? (Also, please help us continue to improve these sessions by filling out the formā¦) [click to build] if youāre looking for more help, donāt hesitate to call one of our fantastic coachesā¦theyāre eager to help and make things work for you. [click] and finally, if youād like to drop me a line or follow me on Facebook or Twitter, here are my detailsā¦Iād love to hear from you and hear how your campaigns are doing!