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The Three C's of Online Engagement

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Synchronicity Marketing
Synchronicity Marketing

The document discusses strategies for encouraging online consumer engagement. It emphasizes focusing on the three C's of content, connection, and community. For content, organizations should create and distribute valuable, relevant content to attract and engage audiences. For connection, they should integrate email, social media, mobile and content to maximize distribution and encourage sharing. For community, they should provide spaces online and on their own sites for customers to engage and interact with each other. By focusing on these three areas, organizations can generate more content, connection and community engagement.

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ENCOURAGING CONSUMER ENGAGEMENT ONLINE KEY TAKE-AWAYS & INSIGHTS Online Marketing Strategies for Travel 2011 Karen Talavera, Synchronicity Marketing June 8, 2011
The Three C’s of Online Engagement
[object Object],Content
What Is Content Marketing? ,[object Object],[object Object],[object Object]
What Kind of Content Engages & Spreads?
The Content Leverage Cycle
4 Powerful Ways to Maximize Content Distribution Online |
Example: National Geographic Great Migrations Series ,[object Object],[object Object],[object Object],[object Object],[object Object]
Great Migrations Music Videos ,[object Object]
Great Migrations Sweepstakes ,[object Object],[object Object],[object Object]
Great Migrations Game ,[object Object],[object Object],[object Object]
Great Migrations Paid Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Enable Channel Options for Content
Enable Format Options for Content ,[object Object]
[object Object],Connection
Three Important Connections
Email, Social, Mobile & Content are Optimized when Integrated
1. Share With Social Network (SWSN) ,[object Object]
What Gets Shared on Social Media?
Make Content Share-worthy
Chicago + Voting + Savings = Shareworthy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why Encourage Content Sharing?
2. Enable Social Connections from Email ,[object Object],[object Object]
2. Enable Social Connections from Site
[object Object],[object Object],3. Proactive Invite to Engage on Social
Make It a Two-Way Process ,[object Object]
3. Use Email to Grow Social Presence ,[object Object],[object Object],[object Object]
Make Sure It’s Clear What to Do When They Arrive ,[object Object],[object Object],[object Object],[object Object]
4. Use Email & Social to Build Content ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why Promote Social Connections?
Shift the Dialog ,[object Object],[object Object]
Keep Email Design Device-Neutral ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Make Behavioral Connections ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Make Data Connections ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Community
Create Community Spaces ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Give Them a Compelling Reason to Engage ,[object Object],[object Object]
Then Get Them Immediately Involved ,[object Object],[object Object]
Keep Them In Action ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank and Invite Sharing ,[object Object]
Give Members Voice, Places to Speak ,[object Object]
Community – Why Gather and Nurture Your Tribe?
When You Focus on These Three C’s
You Generate These Three C’s
Online Marketing Strategies for Travel 2011 THANK YOU! QUESTIONS? Cecilia Sanguinetti Carnival Cruise Lines www.carnival.com [email_address] Twitter: @CarnivalCruise Karen Talavera Synchronicity Marketing www.synchronicitymarketing.com [email_address] 561.967.9665 Twitter: @SyncMarketing Mark Capps Hacker Group www.hackergroup.com [email_address] 206.805.1500 Twitter: @HackerGroup Dwight Sholes Sholes LLC www.sholesllc.com [email_address] 207.671.0578 Twitter: @dsholes

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