Nurturing Prospects with Mid-Funnel Engagement Tactics
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Using proven concepts from relationship marketing and social selling, course participants will learn how to expand, delight and build trust with their communities. This module will expose you to the latest in social media campaign tactics and chat hosting to keep your audiences engaged. Find out how to excite your audiences through acknowledgement, involvement, fun and greater good stories while earning their trust through responsiveness, consistency and generous sharing.
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Nurturing Prospects with Mid-Funnel Engagement Tactics
- 1. Nurturing Mid-Funnel Audiences with Engagement Tactics Dr. Jim Barry June, 2017 Session VII MKT 5225
- 2. Slide 2 Personalized FREEmiums Thought LeadershipBrand Utility Visual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Differentiation (Prefer Your Business) Relate to Customer Journey GettingAudiences to Know, Like & Trust You EvidenceReal-Time Help Top/Mid-Funnel (Influence) Interest (Know About Your Business) Know You Like You Trust YouInspiring Your Community Validating Your AuthorityHelping to Find You Evaluation (Consider Your Business) Bottom/Mid-Funnel (Engage & Nurture) Community IntegrityCommunity Expansion Community Excitement • Campaign Support • Frequency • Hosting • Tagging • Hashtagging • Acknowledgement • Involvement • Fun • Greater Good • Motivating • Voice Consistency • Open Communication • Generous Sharing • Accountability • Empowerment
- 3. Slide 3 Social Media Engagement Engagement • What is it? • Why is it necessary? • How does it progress from chat-ups to campaigns • How does it drive mid-funnel know, like & trust
- 4. Slide 4 What is Engagement? • Engagement moves your audience towards some kind of response • Engagement includes: • Interaction (e.g., photos) • Conversations (e.g., chats) • Likes and comments • People reaching out to you (their Q’s) • You reaching out to others (your Q’s)
- 5. Slide 5 Why is Engagement Necessary? Engagement • What is it? • Why is it necessary? • Builds influence through empathy & inspiration
- 6. Slide 6 Content Credibility Inspiration Operational Helpfulness Engagement Generosity Thought Leadership Capability Market Foresight Trusted Authority Recognition Capacity for Content Resonance Empathy Visual Storytelling 2-Way Engagement Humor Social Influence Study Results (Engagement)
- 7. Slide 7 Why is Engagement Necessary? Engagement • What is it? • Why is it necessary? • Builds influence • Maintains audience attention
- 8. Slide 8 Why is Engagement Necessary Engagement • What is it? • Why is it necessary? • Builds influence • Maintains audience attention • Builds relationships with your audiences (mid-funnel) • Starts the nurturing process • Multiple 2-way interactions • Tracking (share a photo, like, etc.) • Interest in your brand (via empathy)
- 9. Slide 9 Why is Engagement Necessary Engagement • What is it? • Why is it necessary? • Builds influence • Maintains audience attention • Builds relationships with your audiences (mid-funnel) • Helps understand your audience (crowdsourcing)
- 10. Slide 10 Why is Engagement Necessary Engagement • What is it? • Why is it necessary? • Building influence • Maintains audience attention • Builds relationships with your audiences (mid-funnel) • Helps understand your audience • Gets audiences to know, like & trust you • Expand your community (know) • Excite your community (like) • Build community integrity (trust)
- 11. Slide 11 Progression of Engagement Engagement • What is it? • Why is it necessary? • How does it progress from chat-ups to campaigns
- 12. Slide 12 Progression of Engagement Emotional Messaging & Visuals Chat-ups Dialogs & Livecasts Campaigns Social TV Engagement Complexity
- 13. Slide 13 Emotional Messaging Emotional Messaging & Visuals Chat-ups Chats Campaigns Social TV Engagement Complexity
- 14. Slide 14 Emotional Engagement – Starts with Visuals
- 15. Slide 15 Engagement Intensity Emotional Messaging & Visuals Chat-ups Chats Campaigns Social TV Engagement Resources Chat-Ups (routine, minimal investment) • Conversation starters • Fun exercisesWhat’s the #1 thing you’d improve about your home?”
- 17. Slide 17 Dialogs & Livecasts Emotional Messaging & Visuals Chat-ups Chats, Dialogs & Livecasts Campaigns Social TV Engagement Complexity Chats (periodic, moderate investment) • Twitter chats • Facebook chats
- 18. Slide 18 Chats1 • Public reach – new folks see brand • Instant feedback • Weekly hosting can turn followers into brand advocates • Builds your authority & social influence (i.e., Klout) when you’re retweeted & mentioned during each chat • Create one-on-one relationships 1) Public Twitter/Facebook conversation topics resonating w/audience around one unique hashtag. Chats
- 19. Slide 19 Dialogs & Livecasts Livecasts (periodic, moderate investment) • Periscope, Facebook Live, YouTube Live and Instagram Live • Allows engagement during broadcasts • Can send live reactions (e.g., hearts) • Can serve as webinar training, Q&A, event, behind-the interview, launch
- 20. Slide 20 Dialogs & Livecasts
- 21. Slide 21 Emotional Messaging & Visuals Chat-ups Chats, Dialogs & Livecasts Campaigns Social TV Engagement IntensityEngagement Complexity Campaigns (periodic, large investment) • Permit multiple engagements • Energizes existing fans
- 22. Slide 22 Campaigns for Social Engagement Social Media Campaigns Contests Crowd- funding Celebrations
- 23. Slide 23 Campaign Elements • User Generated Content • Stories • Photos/videos • Promoted Hashtagged Events • Measuring results • Enhancing recall • Rewards • Often Requires Dedicated Platforms/Apps • Funding • Groups • Chats • Galleries • Voting
- 24. Slide 24 Social Media Campaigns Contests Crowd Funding Celebrations Contests permit: • Playful engagement • Fan multiplication • Fan involvement • Email captures Contests
- 25. Slide 25 Social Promotions (e.g., contests & events) for Followers • Well received by social networks (e.g., Facebook) • Offers value for followers (e.g., contest rewards) • Entertaining way to spark interest • Starts early engagement • But • short lived (as long as the campaign) • requires complex apps, rules & heavy promotion Contests
- 26. Slide 26 Contest - Case of University Recruiting NSU Top-Funnel Social Content Gaps Appeal of College Movies to Gen Z Hyper-Targeted Approach • Facebook ads directed to high schoolers • High rate of response if promoted as a contest “Non-telling” Way to Facilitate Student Opinion of College Culture • Students in control • Cheeky barbs appeal to Gen Z motivated to outwit each other • Sets the stage for college culture dialog
- 27. Slide 27 College Culture Caption Contest
- 29. Slide 29 Assignment 3a • Each group is to define and explain a contest concept that attracts a target audience of your business. • Highlight enough about the concept to demonstrate the following: • A theme that resonates with your target audience • Tactics for engaging participants with likes, comments and shares • Expectation for participant responses that are simple enough, yet challenging enough to create a buzz • A concept that can easily dovetail into an overall brand storyline and downstream content • Prizes that reflect the brand’s intended appeal • A contest promotion concept that that is well targeted, backed by solid rationale, feasible to implement and able to attract viewers
- 30. Slide 30 Campaigns for Celebration Social Media Campaigns Contests Crowd Funding Celebrations Hashtagged events permit celebration of: • Holidays • Special Days • Milestones
- 31. Slide 31 Campaigns for Celebration Sweet 16 celebration for Results Fitness • Started with a story (gym owners) • Facebook Group coordinated flash mob • Live casts for • Pre-party build-up • Live flash mob • Posted highlights boosted membership
- 32. Slide 32 Campaigns for Celebration 100 Year Anniversary
- 33. Slide 33 Use current events relevant to fans • Stories your fans are already talking about • Positions your brand as relevant & timely • Holidays (engaging ?’s or fun holiday fact) • Special events • Special interest (Star Trek) Campaigns for Celebration
- 34. Slide 34 Campaigns for Social Engagement Social Media Campaigns Contests Crowd Funding Celebrations Hashtagged events permit celebration of: • Holidays • Special Days • Milestones • Empowerment Celebrating female empowerment (#likeagirl)
- 35. Slide 35 Cause Based Campaigns Social Media Campaigns Contests Crowd Funding Celebrations Crowdfunding: • Taps into generosity side of emotion • Process lends itself to ongoing engagement • Creates communities centered around shared sympathies
- 36. Slide 36 Crowdfunding – Why it is Booming Crowdfunding Benefits • Societal & business benefits from social goodwill • Panera Care Cafes (restaurants designed to fight hunger in the communities they serve)
- 37. Slide 37 Crowdfunding – Why it is Booming Crowdfunding Benefits • Grassroots social media support • 25% of philanthropic donations come from websites, social media & apps • 55% of people engaged with charities & social enterprises via social media were inspired to take further action • Donate • Volunteer • Sign a petition • Attend an event • Speed and convenience • Test trialing (scale)
- 38. Slide 38 Crowdfunding – Why Social Media Social media plays a key role in fundraising beyond a medium of donations • Helps identify potential new donors & event enthusiasts • People come together on social media because of mutual interests • Can pinpoint relevant “interest indicators” in: • Profiles • Hashtag followings • Likes, comments, shares and posts (often via hashtags) “Fundraising with social media (particularly Facebook) means understanding that donors don’t separate liking, sharing, or pledging, from donating.” - Beth Kanter
- 39. Slide 39 Crowdfunding – Why Social Media Social media plays a key role in fundraising beyond a medium of donations • Helps identify potential new donors • Helps non-profits build meaningful engagement • Allows donations to follow a normal relationship building process (K-L-T) • Taps into existing communities designed to host groups, chats and galleries • Serves as a forum for cause support status
- 40. Slide 40 Crowdfunding – Why Social Media Social media plays a key role in fundraising beyond a medium of donations • Helps identify potential new donors • Helps non-profits build meaningful engagement • Helps build mystery and intrigue • Supports ongoing games, competitions and challenges • Progress toward outcome results in staged engagement
- 41. Slide 41 Crowdfunding – Why Social Media Social media plays a key role in fundraising beyond a medium of donations • Helps identify potential new donors • Helps non-profits build meaningful engagement • Helps build mystery and intrigue • Helps spread donor campaign messages (friends of friends)
- 42. Slide 42 Second Screen Engagement Emotional Messaging & Visuals Chat-ups Dialogs & Livecasts Campaigns Social TV Engagement Complexity • 84% of smartphone and tablet owners say they use their devices as second- screens while watching TV at the same time • 16% of people engage with social media during viewing • 11% of multiscreen users proactively use a digital device to follow up on a TV ad
- 43. Slide 43 Second Screen Synching Social TV will enable brands to: • Provide companion content on a 2nd screen • Syncs to exact second that TV message is seen & emotion is felt • Geo-targets & measures response to ads • Permits off screen shopping & coupon redemption
- 44. Slide 44 Second Screen Synching Social TV will enable brands to: • Spark social conversation around ad campaigns • Deepen their engagement with fans • Enables chats, commentaries, content sharing & fan connections surrounding brand • Reinforces storytelling & branded hashtag momentum • Boost awareness of TV ad The global market for Social TV is projected to reach $262 billion by 2020. (Source: Global Industry Analysts - http://bit.ly/1Lp13nH)
- 45. Slide 45 Second Screen Synching http://bit.ly/2cteE0O Social TV market driven by: • Surging penetration of 2nd screen devices • Smartphones • Tablets • Rapid integration of social networking features into TV programs
- 46. Slide 46 Mid-Funnel Engagement Engaging to Know You Campaign Support Frequency Hosting Tagging Hashtagging Engaging to Like You Acknowledgement Involvement Fun Greater Good Motivating Engaging to Trust You Voice Consistency Bilateral Communications Generous Sharing Accountability Employee Empowerment Engagement Engagement • What is it? • Why is it necessary? • How does it progress from chat-ups to campaigns • How does it drive mid-funnel know, like & trust
- 47. Slide 47 Campaign Support Mid-Funnel Engagement Engaging to Know You Campaign Support Frequency Hosting Tagging Hashtagging Engaging to Like You Engaging to Trust You
- 48. Slide 48 Campaign Support Friend-of-friends community expansion • Garnering contest votes • Crowdfunding event/activity notifications • Existing fan “likes” of energized activities Legitimate target audience advertising • Common interest targeting • Look-alike audience expansion “Social shares” for search visibility
- 49. Slide 49 Posting Frequency Mid-Funnel Engagement Engaging to Know You Campaign Support Frequency Hosting Tagging Hashtagging Engaging to Like You Engaging to Trust You Source: Buffer Social Optimal no. of posts per day for leading brands
- 50. Slide 50 Posting Frequency Tweet every 18 mins. 24/7 for 10 yrs.
- 51. Slide 51 Source: Massey & Kyriazis (2007) Posting Frequency
- 52. Slide 52 Hosting Forums Mid-Funnel Engagement Engaging to Know You Campaign Support Frequency Hosting Tagging Hashtagging Engaging to Like You Engaging to Trust You
- 53. Slide 53 Leading Groups (Facebook, LinkedIn, Google+) • Folks appreciate connecting like-minded people together • Branding helps drive traffic to your site • Ownership justifies: • Weekly messaging • Managing content Leading Google+ HOAs & Live Broadcasts • Panel facilitator often considered a thought leader • Audience traffic from other panelists • Opportunity to exploit stage performance & manage agenda Hosting Forums
- 54. Slide 54 Tagging Mid-Funnel Engagement Engaging to Know You Campaign Support Frequency Hosting Tagging Hashtagging Engaging to Like You Engaging to Trust You
- 55. Slide 55 Tagging
- 56. Slide 56 Hashtagging Mid-Funnel Engagement Engaging to Know You Campaign Support Frequency Hosting Tagging Hashtagging Engaging to Like You Engaging to Trust You
- 57. Slide 57 Hashtagging Hashtags help • People engage more with you • People beyond your followers find your content • Curating in mgmt. tools (Hootsuite) • Passionate interest in community topics Source: Buddy Media
- 58. Slide 58 Hashtagging Hashtags help • People engage more with you • People beyond your followers find your content • Curating in mgmt. tools (Hootsuite) • Passionate interest in community topics #ALSIceBucketChallenge #RealDadMoments
- 59. Slide 59 Mid-Funnel Engagement Engaging to Know You Engaging to Like You Acknowledgement Involvement Fun Greater Good Motivating Engaging to Trust You Engaging to Like You - Acknowledgement
- 60. Slide 60 • Audiences want to be acknowledged and valued • Thank them for their: • Loyalty • Suggestions • Feedback 4:15 Acknowledgement
- 61. Slide 61 Showcase your most fervent fans • Give them a shout-out • Use fan photos for cover photo Starbucks showcased a customer’s drawing as their cover photo, then provided a shout-out by including a link to the artist’s Instagram profile in the image description. Acknowledgement
- 62. Slide 62 Mid-Funnel Engagement Engaging to Know You Engaging to Like You Acknowledgement Involvement Fun Greater Good Motivating Engaging to Trust You Involvement
- 63. Slide 63 Audiences want to be involved • Want to share their lifestyle with others (particularly on Pinterest) • Want to connect with like-minded people Golden Tote asks their Facebook fans what sort of items they should carry next. Charmin asks parents for user stories that revolve around its brand. Involvement
- 64. Slide 64 Involve customers with: • A question • Fill in the blanks (9 x more comments than other posts) • Photo captions National Geographic posts the world’s best photos from experts and amateurs alike. They interact with their Facebook fans by asking for captions. This one post had over 250,000 interactions. Involvement
- 65. Slide 65 • Ask fans about • Business decisions • Gather votes for crowdsourced research (avoids focus groups) London Drugs “Crafty or Tacky” photo Involvement
- 66. Slide 66 Ask a question Involvement
- 67. Slide 67 Ask to share a story Involvement
- 68. Slide 68 Mid-Funnel Engagement Engaging to Know You Engaging to Like You Acknowledgement Involvement Fun Greater Good Motivating Engaging to Trust You Fun
- 69. Slide 69 Showing your personal side • Behind the scenes humanizes your business • Spotlight on your employees/team • Share stories about your life & business • Talk about: • product development • new events • off-site outings • employees enjoying work Fun
- 70. Slide 70 Sharing Stories with Twitter Moments http://bit.ly/2dGbKI6
- 71. Slide 71 Spotlight fans • Ask them to contribute • Show how they use your products • Tag them Fun
- 72. Slide 72 Engage in chat-ups • Unscramble phrases • Fun facts (“Did you know?) or trivia Fun
- 73. Slide 73 TurboTax ran an Instagram contest where they asked their audience to post and hashtag a picture with three zeros on it. Fun
- 74. Slide 74 Buffalo Wild Wings asks Facebook fans to vote on 3 challenges for intern to complete. Fun
- 75. Slide 75 This contest consisted of a fill-in-the-blank contest with photos. They asked their followers to tell them why their friend “represents Real Beauty” by filling in their friend’s name and two things that makes them beautiful. Fun
- 76. Slide 76 Mid-Funnel Engagement Engaging to Know You Engaging to Like You Acknowledgement Involvement Fun Greater Good Motivating Engaging to Trust You Greater Good
- 77. Slide 77 Connect with a Social Cause • Share stories related to causes your company embraces When Estée Lauder conducted a Breast Cancer Awareness (BCA) campaign, it made them a socially aware and sensible brand. The call to action of the campaign was “Hear our stories. Share yours.” And that’s what their fans did. Greater Good
- 78. Slide 78 Connect with a Social Cause • Share stories related to causes your company embraces • Showcase your social responsibility Southwest marks 43 years by giving back. Every month, they host ten birthday parties in the Dallas/Fort Worth area Greater Good
- 79. Slide 79 Mid-Funnel Engagement Engaging to Know You Engaging to Like You Acknowledgement Involvement Fun Greater Good Motivating Engaging to Trust You Motivation
- 80. Slide 80 Motivation Motivate with: • Photos that: • Make you count your blessings • Encourage action/rebound • Messages and quotes
- 81. Slide 81 Mid-Funnel Engagement Engaging to Know You Engaging to Like You Engaging to Trust You Voice Consistency Bilateral Communications Generous Sharing Accountability Employee Empowerment Voice Consistency
- 82. Slide 82 Voice Consistency Influence archetype consistency • Analyst • Mentor • Edu-tainer • Motivator Communicate consistently • Stay true to your schedule of expected posts (i.e., avoid a hiatus) • Stay true to your personal brand voice • Uplifting • Professional • Personal
- 83. Slide 83 Voice Consistency Community interest consistency • Life style advocacy • Humanitarian • Holistic living • Spiritual growth • Fitness • Cooking • Cultural experience • Topic consistency • Expertise • Industry • Stance • Turning things upside down • New technology advocacy Facebook ExpertiseHolistic Life Style Turning Marketing Upside Down Mixed Reality Enthusiast
- 84. Slide 84 Mid-Funnel Engagement Engaging to Know You Engaging to Like You Engaging to Trust You Voice Consistency Bilateral Communications Generous Sharing Accountability Employee Empowerment Bilateral Communications
- 85. Slide 85 Bilateral Communications Source: Massey & Kyriazis (2007)
- 86. Slide 86 Bilateral conversation creates • Reciprocal loyalty • Answering questions • Frequently offering tips • Web traffic • 25% of all traffic to websites is now driven by Facebook posts • Perceived empathy • Audiences want to know you care • Empathy drives trust Bilateral Communications
- 87. Slide 87 Content Credibility Inspiration Operational Helpfulness Engagement Generosity Thought Leadership Capability Market Foresight Trusted Authority Recognition Capacity for Content Resonance Empathy Visual Storytelling 2-Way Engagement Humor Bilateral Communications
- 88. Slide 88 Audiences expect timely/personal responses to tweets/posts • Personal vs. auto-replies • 60% of consumers say they will take a negative action if they don’t receive a timely response on social (http://lith.tc/2lvBrJV) Reply to your blog comment posts • Encourages returns to site • Shows willingness to be challenged Stay active in group discussions • Opportunity to showcase expertise • Shows willingness to help How to Practice Bilateral Communications
- 89. Slide 89 Mid-Funnel Engagement Engaging to Know You Engaging to Like You Engaging to Trust You Voice Consistency Bilateral Communications Generous Sharing Accountability Employee Empowerment Generosity in Sharing Knowledge
- 90. Slide 90 Generosity in knowledge sharing develops trust • Shows transparency • Suggests benevolence • Suggests genuine interest in helping • Counters suspicions of opportunism Generosity in sharing validates thought leadership • 67 references to “generosity in sharing information” among top 100 social influencers1 • Drives 2-way engagement empathy trusted authority Generosity in Sharing Knowledge 1) Source: Barry & Gironda (2017)
- 91. Slide 91 Content Credibility Inspiration Operational Helpfulness Engagement Generosity Thought Leadership Capability Market Foresight Trusted Authority Recognition Capacity for Content Resonance Empathy Visual Storytelling 2-Way Engagement Humor Generosity in Sharing Knowledge
- 92. Slide 92 Mid-Funnel Engagement Engaging to Know You Engaging to Like You Engaging to Trust You Voice Consistency Bilateral Communications Generous Sharing Accountability Employee Empowerment Accountability
- 93. Slide 93 Don’t bury your head in the sand United’s stock price dropped by 10% within 3-4 weeks of video release – a decrease in valuation of $180M. Accountability
- 94. Slide 94 Mid-Funnel Engagement Engaging to Know You Engaging to Like You Engaging to Trust You Voice Consistency Bilateral Communications Generous Sharing Accountability Employee Empowerment Employee Empowerment
- 95. Slide 95 Empowering employees • Builds off employee/customer personal accounts • Highly trusted source • Requires resources, discipline, training & willing participants Employee Empowerment
- 97. Slide 97 What Audiences Want from Your Engagement • Audiences have 3 fundamental desires • They want to be acknowledged and valued • They want to connect with like-minded people • They want to be rewarded
- 98. Slide 98 • Audiences have 3 fundamental desires • They want to be acknowledged and valued • They want to connect with like-minded people • They want to be rewarded What Audiences Want from Your Engagement
- 99. Slide 99 • Audiences have 3 fundamental desires • They want to be acknowledged and valued • They want to connect with like-minded people • They want to be rewarded What Audiences Want from Your Engagement
- 100. Slide 100 Personalized FREEmiums Thought LeadershipBrand Utility Visual Storytelling Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Differentiation (Prefer Your Business) Session VIII GettingAudiences to Know, Like & Trust You EvidenceReal-Time Help Top/Mid-Funnel (Influence) Interest (Know About Your Business) Know You Like You Trust YouInspiring Your Community Validating Your AuthorityHelping to Find You Evaluation (Consider Your Business) Bottom/Mid-Funnel (Engage & Nurture) Community Integrity Community Expansion Community Excitement