The document discusses tactics for developing an engagement strategy on social media. It recommends organizations focus on being useful to key audiences and finding opportunities to interact with them directly ("talk to the face"). Specific advice includes knowing audiences, how to provide value to them, using different networks like Twitter, Facebook, and LinkedIn based on the audience's demographic and preferences, experimenting with content, measuring effectiveness, and refining campaigns. The goal is to move from traditional marketing to engaging conversations that build relationships offline.

1. Social Media Conference
21 March 2012
#CCsocmed
www.charitycomms.org.uk

2. Towards an Engagement Strategy
“Stop marketing, start engaging.”
-Scott Stratten, UnMarketing
“Organisations should make all of their content more
social”
- Facebook

3. Introduction
• You buy from your friends
• Friendship = conversation + meeting up
(repeat)
• Talk about what you care about
• Talk a lot
• Talk to the face

4. Tactics
• Know your audiences
• How can you be useful to them?
• How can you get more face-time?

5. Which networks for what?
• Twitter - older demographic, new conversations, using
hashtags
– Twitter search / Followerwonk
• Facebook - younger demographic, brand pages, comments
and Likes
• LinkedIn - professional connections, groups, company
profiles
• Website - phone number, email address, surveys, Analytics

6. How to be engaging
• Experiment – the naked Skittle
• Measure – Buffer, Google Analytics
• Refine – Beatbullying micro-campaigns

7. Exercise:
1. Your organisation’s key goal
2. Your most important audience
3. The networks they’re on
4. How to be useful to them
5. An excuse to meet them offline

8. Your strategy
1. Find your audience
2. Be useful to them
3. Talk to them
4. Convert them