Uploaded byChristine Mortensen
Social Engagement - A Primer
The document discusses the concept of social engagement as building relationships through meaningful content and authentic conversations between brands and customers. It emphasizes the importance of listening, establishing a presence on social media, and monitoring online conversations to foster trust and loyalty. Strategies for effective social engagement include sharing brand personality, offering incentives, and being transparent about business practices.
Social Engagement - A Primer
- 1. Online Social Engagement// A Primer Christine Mortensen // 07.22.2009
- 2. + Social engagementis about building relationships through meaningful content and authentic conversations.
- 3. What is socialengagement? • A conversation between a brand and it’s customers • Authentic & Honest • Organic • Transparent • Relevant • Inclusive • Consumer-Driven
- 4. Social engagement isnot… • Strictly controlled, always “on message” • Web 2.0 • Right for everyone • A strategy in and of itself
- 5. Where are theseconversations taking place? • Blogs • Microblogs • Wikis • Social Networks • Opinion Sites • Multimedia Sites • Mobile • RSS • Webcasts • Forums • News Sites
- 6. + Social engagementis about building relationships through meaningful content and authentic conversations.
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- 8. Listen & Learn Beforejumping in to any relationship first you have to LISTEN • Gain insights into customer perceptions • Find out who is talking • Discover where conversations are taking place • Develop a strategy based on learnings “It’s about conversations, and the best communicators start as the best listeners.” - Brian Solis
- 9. Socialize & Mingle 8/25/09 Manifest / Social Engagement
- 10. Socialize & Mingle Establisha presence on social networks and engage in meaningful conversations • Start talking to people in the various channels • Build brand trust, share your expertise • Infuse your brand personality • Remember that it’s not all about you
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- 12. Start to Date Getexclusive and give your customers a chance to become advocates • Gauge the response and target key influencers, topics, and channels • Create special offers, giveaways, promotions, etc. • Re-evaluate your strategy, refine
- 13. Get Intimate 8/25/09 Manifest / Social Engagement
- 14. Get Intimate Show the world who you really are by letting them in on your plans, goals and dreams • Reveal what you’ve learned and show how it’s impacted your business • Create opportunities for people to feel ownership of the brand • Give them something to talk about; sneak peeks • Take the bad with the good. Own up to mistakes. 8/25/09 Manifest / Social Engagement
- 15. Monitor & Measure • Watch daily for online conversations that could be damaging to brand. • Listen to find people at their “point of need.” • Watch competitive brands and use comparative graphs to track share of voice. • Identify changes in brand perception (positive/negative)
- 16. Work we’ve done • Bally • Oneº • OptInNow • 5 Star City • BCBS, AutoZone, Scott & White
- 17. What’s Next? • BlogWell Minneapolis (August 19) • IMU certification • Social Fresh (November)
- 18. Brown Bag Series 1. Selling Social- Speaking to clients about social engagement 2. Measure & Monitor- Determining ROI & Radian 6 demo 3. Community Building- When, Why and How 4. Twitter 101- Why and how to get started 5. Twitter & Facebook- Beyond the basics, marketing for brands 6. Crisis Management- What to do when shit hits the fan
- 19. Manifest Social 1. Flickr 2. Twitter @manifestdigital and @manifest_studio 3. Yammer- Yammer.com sign up with MD email 4. YouTube Channel 5. Vimeo 6. Facebook fan page 7. Employee blogs - linked from MD homepage
- 20. Questions // Comments ChristineMortensen (aka- Morty) christine.mortensen@manifestdigital.com @cmortensen mortmort.com - OR - Stop by my desk to chat or for banana Laffy Taffy ;)