ENGAGE CUSTOMER by Catur PW

“pdkt” dulu baru kemudian “lamaran”
How to engage customer online (through social media)

www.pingfans.com

#DSMA #akademiberbagi

“pdkt” dulu baru kemudian “engage”

@caturpw | social media and online community consultant, a personal branding practitioner
#DSMA #akademiberbagi by @caturpw


Apa yg akan kita pelajari hari ini?
p p j

Mengupas tentang teknik-teknik PDKT di social media

Rule of Engagement, brian solis


A Bit of ME

A Social Media Enthusiasm

Owner of Pingfans, Social Network and
Online Community Consultant

Personal Branding Practitioner

Founder, FreSh (freedom of sharing)

A happy Husband and father



A Bit about “Social Media Engagement”
Social Engagement



Social Media Engagement
One of the most powerful business objectives social media can deliver is
consumer engagement

When will you got a Successful Engagement?

You can sell your product = successful engagement
You got people answering your questions = successful engagement
You got new follower and new RT on your twitter status = successful engagement

“whatever your action when it meet your objectives and
goals = successful engagement”



Social media engagement engine
Listen about what
people already saying
about you/your brand

Build your present
on social media
listen
network

Respond to
feedback, both
engage positive or negative

measure

“the way you listen, engage and measure will influence
your social media engagement result”



Social media engagement engine

listen

engage

measure



An
A engagement i a promise t marry, and also th period of ti
t is i to d l the i d f time
between proposal and marriage

- wikipedia



Jangan asal TODONG


Bersabarlah, lakukan PDKT dulu…


Companies not engaging in social media as part of th i online marketing
C i t i i i l di t f their li k ti
strategy are missing an opportunity to reach consumers.



Let’s START the Show!



sumber inspirasi:

“Pacaran”
Pacaran



(
(baca: pendekatan)
p )



[P] Susun Online Strategy Plan
[D] Deteksi "conversation" yg terjadi
[K] Tentukan Keypoint Campaign Guidelines
[T] lakukan Tindakan (action) sesuai guideline




Proses menentukan strategi online yg akan dilakukan dan alokasi
resources yg ada



Tentukan “engagement objectives” dengan CSMART
(challenging, specific measurable, achievable, realistic,
(challenging specific, measurable achievable realistic timeframe)

• Selling ?
selling 1000 new product “b d A” i 1 month th
lli d t “brand in th through f
h female 20 25
l 20-25
y/o facebook fans page network recommendation, area jabodetabek

• Selling ?
• Increase awareness ?
• Driving traffic ?
• Promote Event ?



Bias Content unsuccessful engagement


Tentukan “content strategy” sesuai objectives
content strategy
Create content worth talking about


Content Marketing Strategy


WHERE
WHO

WHAT

Target your “Audiences”
Audiences



Innovators Late Majority
Brave people, pulling the change. Innovators are very important Skeptic people, will use new ideas or products only
communication when the majority is using it
Early
Earl Adopters Laggards
Respectable people, opinion leaders, try new ideas but in a careful Traditional people, caring for the "old ways", are critical
way towards new ideas and will only accept it if the new
ideas has become mainstream or event tradition
Early Majority
Thoughtful people, careful but accepting change more quickly than
the average

Range of people you will be interacting with,
from i
f innovators t l
t to laggards
d


Forrester segments online engagement and participation by
analyzing th actions of i di id l who populate th S i l W b
l i the ti f individuals h l t the Social Web


Ciptakan Brand Social Media Agent
Identitas, karakter dan personality yg kiranya bisa dengan mudah berkomunikasi
dengan target audiences kita
target audiences kita



Ciptakan Supporting Social Media Agent
Identitas, karakter dan personality yg menarik lainnya, untuk membantu
engagement brand social media agent
engagement brand social media agent



Choose Your Digital Asset Tools
Stories, words, images, audio, video, people, location
Stories, words, images, audio, video, people, location



[D] Deteksi "conversation" yg terjadi

Dengan lebih peka “mendengarkan” suara di social media, sesuaikan
dengan objectives engagement



Discover all relevant voices about brand and or topic
that become campaign objectives


Jangan Cuma deteksi conversation di domain sendiri
Participate everywhere when your presence is advantageous and mandatory
Participate everywhere when your presence is advantageous and mandatory



create a search term for social media content
Search engine, twitter search, fb search, blog search, social mention, etc.
Search engine twitter search fb search blog search social mention etc



Keywords/
tags ID (twitter) Link URL
key success
• Nama event • #DSMA • @pasarsapi • Caturpw.com
• Akademi berbagi • #akademiberbagi • @caturpw • akademiberbagi.b
• Senang • #jakarta logdetik.com
• kecewa

Search Term:

Keywords: senang, puas, gembira, tambah ilmu, terima kasih,…
Tags: #DSMA, #akademiberbagi
ID: @pasarsapi, @caturpw
Link URL: ‐



set the involvement rule in the conversation



set successful conversation detection timescale




Tentukan koridor mana yg “boleh” dan mana yg “tidak boleh” untuk masing-
masing socmed agent. Set guidelines campaign delivery dan workflow
harian selama engagement berlangsung.
g g g g



Responding & engaging guidelines:
• Identified/created platforms for your responses



Responding & engaging guidelines:
• Create clear/realistic policies and processes for responding on engagement crisis



Campaign Delivery & Workflow:

• Internal and External Responsibilities
•CCommunicating Strategies Internally
i ti St t i I t ll
• Structuring Workflow…
• Social Media Agent activities
• Content development schedule placement
Content development schedule placement
• Specifically engage in producing live content, Eg Specific timing of engagement
on a blog/social network etc?



[T] lakukan Tindakan (action) sesuai guideline
Monitor respond atas tindakan yg dilakukan



Identify Action, Reaction and Monitoring the Result:
Gunakan guidelines yg sudah dibuat sebagai acuan


Social Media Monitoring Tools (FREE)


Social Media Monitoring Tools (PAY)



Start to



SOME RULE of ENGAGEMENT , by Brian Solis



Become a true participant in each community you wish to activate.
Move beyond marketing and sales



Consistently create, contribute, and reinforce service and value



Don’t speak at audiences through canned messages.
Introduce value, insight and direction with each engagement



Establish and nurture beneficial relationships online and in the real
world as long as doing so is important to your business.



Give back, reciprocate, and recognize notable contributions from
participants in your communities.



Learn from each engagement and provide a path within the
company to adapt and improve products and services.



REMEMBER
CONVERSATIONS HAPPEN WITH OR WITHOUT YOU
CONVERSATIONS HAPPEN WITH OR WITHOUT YOU



Engage NOW or DIE, - brian solis

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ENGAGE CUSTOMER by Catur PW

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