The document outlines a webinar series focused on digital engagement, culminating in week seven's discussion on how to engage customers and cultivate loyalty. It emphasizes the importance of engaged customers as advocates who can generate referrals and provide feedback for product improvement. The presentation includes case studies that illustrate effective engagement strategies, such as co-creation and the use of social media platforms.

1. Decoding Digital
Week Seven: How to engage customers and create
loyal advocates
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2. How to engage with us
• Chat box
• Polls
• Twitter
– We will be answering questions during the session on Twitter. Contact us directly at
@Symphony3Think and/or use the hashtag #DigitalVic
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3. Webinar Schedule
Week One: Digital Leadership (May 7)
Week Two: Building the right digital foundations (May 14)
Week Three: Understanding your customer (May 21)
Week Four: How to generate brand awareness and position your products and services
evaluation (May 28)
Week Five: Ecommerce – making it easy for your customers to buy online (June 4)
Week Six: How to support your customers online (June 11)
Week Seven: How to engage your customers and create loyal advocates (June 18)
Week Eight: Tying it all together – Developing your digital strategy(June 25)
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4. Today’s Session: Engagement & Advocates
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• The last step on the customer journey!
• Reviews revisited
• Why it’s so important to engage customers
• What gets shared?
• Case Study: Round She Goes
• Co-creation
• A quick look at Twitter and Facebook

5. Customer Journey
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6. This is where social media can be very powerful
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7. Remember our customers
• What makes them loyal?
• How can we use digital technology to help them recommend us?
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8. Reviews Revisited - Dyson
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9. Why Engage?
• Engaged customers are your best salespeople
– They will share your content
– They will refer you to others through online word of mouth (referral)
• They will tell you how to improve your products and services
• They will increase profitability
– Less customer churn
– More sales per customer
– Increase profitability
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10. Content: Virality and the brain
• A study published in the journal Psychological Science used MRI machines to
test which parts of the brain decided whether people share information with each
other
• Certain parts of the brain light up before individuals are even aware they will
share a piece of content
• The associated area of the brain is the part whose job is to connect us to the
thoughts and beliefs of others, “the kind of empathy we get when watching a
movie or reading a novel”.
• “It successfully predicted not only whether they would pitch a given show, but
how persuasive they were when making that pitch later on. The psychologists
behind the study called this "the salesperson effect."
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http://mashable.com/2013/07/08/brain-science-
social-media/

11. The science of emotion
http://blog.bufferapp.com/science-of-emotion-in-
marketing
• Jonah Berger, professor of marketing at the University of
Pennsylvania’s Wharton School and author of Contagious: Why Things
Catch On, studied nearly 7,000 articles in The New York Times to
determine what was special about those on the most-emailed list. He
found that an article was more likely to become viral the more positive it
was.
• Google’s Abigail Posner describes this urge as an “energy exchange:”
“When we see or create an image that enlivens us, we send it to others to
give them a bit of energy and effervescence. Every gift holds the spirit of
the gifter. Also, every image reminds us and others that we’re alive, happy
and full of energy (even if we may not always feel that way). And when we
‘like’ or comment on a picture or video sent to us, we’re sending a gift of
sorts back to the sender. We’re affirming them. But, most profoundly, this
‘gift’ of sharing contributes to an energy exchange that amplifies our own
pleasure – and is something we’re hardwired to do.”
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12. How do we give our customers “the salesperson
effect”?
• Why would customers want to share your content?
• How can you make your audience look good, impress their peers, resonate with
their friends?
• What stories can you tell?
• What media are available to you? (Text, imagery, video, stats)
POLL: What platforms do you use to engage?
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13. DSLR Gear, No Idea
Sony were able to make their content relatable, asking their audience whether their
personas reminded them of their own friends and to share it with them
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14. Dumb Ways to Die
Entertaining and shareable, why?
www.dumbwaystodie.com.au
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15. #HomeSafely
Worksafe invited the public to send messages to their loved ones through the home
safely website and provide details of when and where the message should be
displayed. Messages were posted to Twitter using the #HomeSafely hashtag, and
sent to their required destination for the intended recipient.
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16. Spread the Warmth
• Auckland City Mission allowed
residents to directly track their
contributions by measuring
the ‘warmest’ area of
Auckland i.e. the area
providing the most Winter
donations.
• A form of gamification to get
their audience directly
involved in their cause.
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17. It can be simple!
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Sign outside store everyday

18. Incentives - Round She Goes
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19. Business Victoria Case Study: Round She Goes
Emma Morris
http://www.business.vic.gov.au/case-studies/online-business-and-marketing-on-a-
budget
www.roundshegoes.com.au
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20. Co - Creation
• Engaged customers will help you improve your products.
• This can save you money
• This can ensure your business gets access to more innovative ideas
• This can further increase loyalty
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21. Co-creation
• Can you get your customers to co-create?
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22. Co-Create
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23. Co-Creation
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24. UserVoice
https://decodingdigital.uservoice.com/
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25. Twitter and Hashtags
• What is a hashtag?
• Misconceptions about hashtags
• How to use hashtags
– Special interest/Subject matter experts #socialmedia
– Branding hashtag #digitalvic
– Trending hashtags
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26. Facebook Insights
Which content engages your audience?
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27. Weekly Q&A
Every Friday 12:30 – 1pm
YouTube? Google Hangout Q&A session
Send us your questions before Friday to have them answered!
Tweet your questions with the hashtag: #DigitalVic
Tweet us: @Symphony3Think
Facebook us: https://www.facebook.com/Symphony3
Snapchat us at: Symphony3Think
Email us : decodingdigital@symphony3.com
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