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nick westergaard | branddrivendigital.com
engagementHow Social Media Conversations Create More Engaged Brands
#UIMKTG
@nickwestergaard
rudyard kipling
I keep six honest serving men (They
taught me all I knew): Their names are
WHAT and WHY and WHEN and HOW
and WHERE and WHO.”
“
unpacking the “serving men”
‣ WHY are we doing this?
‣ WHAT are we doing?
‣ WHEN does this happen?
‣ WHERE does this happen?
‣ WHO does this involve?
‣ HOW do we get it done?
conversations 

& Content
what is social media?
social media conversations
‣ Why Engagement Matters
‣ Building Engaging Conversations
‣ How Questions & Answers Spark Conversations
‣ The Rules of Engagement
‣ Creating a Campfire
Why Engagement Matters
1
social media?
why is ‘engagement’ always tied to
engagement
noun
1. the act of engaging or the state of being engaged.
2. an appointment or arrangement: a business engagement.
3. betrothal: They announced their engagement.
4. a pledge; an obligation or agreement: All his time seems to be taken up
with social engagements.
5. employment, or a period or post of employment, especially in the
performing arts: Her engagement at the nightclub will last five weeks.
engaging
verb (used with object)
1. to occupy the attention or efforts of (a person or persons): He engaged her
in conversation.
2. to secure for aid, employment, use, etc.; hire: to engage a worker; to engage a
room.
3. to attract and hold fast: The novel engaged her attention and interest.
4. to attract or please: His good nature engages everyone.
5. to bind, as by pledge, promise, contract, or oath; make liable: He engaged
himself to repay his debt within a month.
engagement is a key trait of new media
Photo via Flickr user Enid Martendale
strong brands have engaged communities
Photo via Flickr user Eran Sandler
engagement
conversations yield
Building Engaging
Conversations
2
conversations are built on
‣ Authenticity
‣ Transparency
‣ Trust
authenticity
conversations showcase authenticity
Finding your authentic voice
Photo via Flickr user hidedevries
“Thank you for your feedback. 

We appreciate your support.”
vs.
“Thanks!!! You rock :)”
how does your brand voice sound?
humor can be potent
a creative voice
Source: NASA Jet Propulsion Laboratory
an integrated voice
a visual voice
showing your authenticity by signing on
oscar wilde
Be yourself. Everyone else is already taken.”“
you are you
authenticity =
Photo via Flickr user Pete
transparency
you are honest
transparency =
david b. srere, Siegel+gale
If you lie, you die.”“
can you do 

what you say?
transparency =
90%of online consumers
TRUST PEER REVIEWS
33%of online consumers
TRUST advertising
Source: Nielsen
transparent = mission-focused opportunities
transparent = backstage opportunities
TMI?
transparency =
how much sharing is too much?
when you think, “We can’t be transparent …”
the golden rule

As a marketer, do unto others as
you would want done to you
disclose everything
transparency =
more on that in a few weeks …
TRUST
authenticity + transparency =
trust measured
trust matters
peer-driven media drives trust
peers, employees more credible than leaders
Photo via Flickr user Thomas Cloer
ceo trust on the rise
case study: ford
shift: more social leadership (slowly)
Source: Fortune
millennials are more trusting of digital
TRUST
social media engagement =
How Questions & Answers 

Spark Conversations
3
how can you be engaging?
Photo via Flickr user Dennis Brekke
daniel H. pink
Questions, by their very
nature, elicit an active response.”
“
questions are the building blocks
Photo via Flickr user Steven Depolo
6xmore engaging than informational posts
Source: Likeable Media
question posts are
questions spark conversations
ask and you get answers
relevant question ideas
‣ “Why did you like this page?”
‣ “What kind of conversations do you want to have here?”
‣ “What was your first experience with our product?”
‣ “Can you tell us a story about you and our product?”
‣ “What can we do better?”
‣ “What did you like best about your new product?”
‣ “Did you like our new ad?”
other post ideas
‣ “Click Like if you agree!”
‣ “My favorite thing to do in the summer is _____________”
‣ “What other tips would you add to this list?”
‣ “True or False ...”
5xmore engaging than informational posts
Source: Likeable Media
click-t0-like posts are
1:1 commenting
Photo via Flickr user Dave McLear
1:1 in action
1:1 in action
leave no customer behind
don’t forget …
Photo via Flickr user Free for Commercial Use
What about …?
Photo via Flickr user Free for Commercial Use
engagement = others sharing
The Rules of Engagement
4
but there aren’t any, right?
Photo via Flickr user r. nial bradshaw
WRONG!
don’t broadcast – watch your ratio
don’t get too personal
Photo via Flickr user Ross Catrow
don’t cross-post
don’t be polarizing
Photo via Flickr user flickrfavorites
do – show some personality
Photo via Flickr user Duncan Rawlinson
easier for some
do – relax
do – remember it’s an improv
Photo via Flickr user Mulling It Over
do – break the rules (long vs. short)
do not delete (dnd) rule
Unless a comment is obscene, profane, bigoted, or contains someone’s personal 

and private information, never delete it from a social network.

Source: Likeable Social Media, Kerpen
steps to dealing with upset customers
‣ Answer the Social Telephone — Quickly! 24 Hours
‣ Respond with Humanity & Humility
‣ Take the Matter Offline
‣ Deliver a Resolution Swiftly
‣ Don’t Feed the Trolls
‣ Leave a Record of Resolution Online
happy fans will tell the world
Photo via Flickr user floeschie
conversations + content = community
Creating a Campfire
5
“if you build it, they will come.”
Photo via Flickr user decarr66
WRONG!
takes time to build
Photo via Flickr user Jameel Winter
key take-aways
‣ Engaging brands create an engaging community
‣ Engagement is created through authenticity, transparency, and trust
‣ Remember the key conversational ingredients — questions and answers
‣ Rules matter — especially the “mom rules”
conversations 

& Content
next up?
Content
#UIMKTG
@nickwestergaard
nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more

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