Figaro: Why Online Retailers Need to Start Engaging

•

3 likes•1,420 views

It's no mystery as to why audience engagement plays such a salient role in the current digital landscape, but how should brands be going about this? Laura will talk about what ‘engagement’ actually is and explain how to better engage with customers online though personalisation.

Marketing

@lauracrimmons
Why Online Retailers Need to Start
Engaging

@lauracrimmons
noun
1.
the act of engaging or the state of being
engaged.

@lauracrimmons
verb (used with object), engaged,
engaging.
1.
to occupy the attention or efforts of (a
person or persons)

@lauracrimmons
“We have two ears and one
mouth so that we can listen
twice as much as we speak”

@lauracrimmons
Audience
Customer data
Google
Analytics
demographics
Social listening
tools
Social platform
analytics
Market
research/
Industry data
What does your online audience look like?

@lauracrimmons
Audience
News sites
Social Media
Forums
Review sites
Blogs
Where do they ‘hang out’ online?

@lauracrimmons
What are they already engaging with?

@lauracrimmons
Build your online personas
Emma, 24
Shares video content
regularly, also has own
personal blog
Most likely to read sites
such as Buzzfeed
Main social channels
are Snapchat and
Instagram
Mark, 36
Shares quizzes and
picture content fairly
regularly on Facebook
Most likely to read
traditional news outlets
Main social channels
are Facebook and
Twitter
Bob, 58
Less likely to share but
spends a long time on
informational content
Most likely to read
broadsheets
Not a big social user

@lauracrimmons
What makes something engaging?
What makes me want to act or share?
Inspire me…
Excite me…
Entertain me…
Inform me…

@lauracrimmons
Thanks!
Laura Crimmons
Head of PR & Social
@lauracrimmons
laura.crimmons@branded3.com

What's hot

Social media and youShawna Dooley

Social Media Essentials -- TwitterSandra Fernandez

Social Media LectureNC Association of Nurse Anesthetists

An Introduction to Twitter in Higher EducationAlex Spiers

Social Media Basicsgtwd

Twitter Mini MasterclassSue Beckingham

7 minutes a day on twitterOnlineBizSmarts.com

Twitter Presentation for Edge Business MagazineSteve Buttry

Social Media Strategy for Pakistani JournalistsMandy Jenkins

Don Stanley's Social Media Marketing Class 9Don Stanley

Twitter hangoutSherry Nouraini, PhD

Twitter Powerpointszyarto

What's hot (12)

Social media and you

Social Media Essentials -- Twitter

Social Media Lecture

An Introduction to Twitter in Higher Education

Social Media Basics

Twitter Mini Masterclass

7 minutes a day on twitter

Twitter Presentation for Edge Business Magazine

Social Media Strategy for Pakistani Journalists

Don Stanley's Social Media Marketing Class 9

Twitter hangout

Twitter Powerpoint

Viewers also liked

eCommerce Expo: Using visitor intent and personalisation to increase engageme...Branded3

Leeds #B3Seminar: It's Who Yo Know... Not What You Know - Stephen KenwrightBranded3

Figaro Search Seminar: Winning the First Moment of Truth - Stephen KenwrightBranded3

Sitecore Digital Trendspot: The power of brand storytelling in the digital ag...Branded3

Figaro Digital Search Seminar: SEO Still Contributes in 2015 - Mike JeffsBranded3

Figaro Social Media Seminar: Social Media as an activation channel - Laura Cr...Branded3

Leeds #B3Seminar: Using Visitor Intent and Sitecore Personalisation - Steve ShawBranded3

SearchLeeds, Dixon Jones 'How to score the web (without being Google). The ps...Branded3

Marketing Week Live: Why engagement should be your focus in 2014 - Tim GriceBranded3

eCommerce Expo: How to Win the Zero Moment of Truth - Stephen KenwrightBranded3

Figaro Social Media Seminar: Finding your audience on social media - Laura Cr...Branded3

London #B3Seminar: How search & content strategy impact the decision making p...Branded3

Measurefest:Finding, understanding & using demographic data - Matthew JacksonBranded3

London #B3Seminar: Search in 2020, future-proofing your SEO strategy - Patric...Branded3

How Agile Technical SEO Can Add Value To Your SEO Campaign, by Adam GentBranded3

Stop best practicing, start doing - Stephen Kenwright at #SearchLeeds 2016Branded3

Figaro Search: Don't go viral, go usefulBranded3

Viewers also liked (17)

eCommerce Expo: Using visitor intent and personalisation to increase engageme...

Leeds #B3Seminar: It's Who Yo Know... Not What You Know - Stephen Kenwright

Figaro Search Seminar: Winning the First Moment of Truth - Stephen Kenwright

Sitecore Digital Trendspot: The power of brand storytelling in the digital ag...

Figaro Digital Search Seminar: SEO Still Contributes in 2015 - Mike Jeffs

Figaro Social Media Seminar: Social Media as an activation channel - Laura Cr...

Leeds #B3Seminar: Using Visitor Intent and Sitecore Personalisation - Steve Shaw

SearchLeeds, Dixon Jones 'How to score the web (without being Google). The ps...

Marketing Week Live: Why engagement should be your focus in 2014 - Tim Grice

eCommerce Expo: How to Win the Zero Moment of Truth - Stephen Kenwright

Figaro Social Media Seminar: Finding your audience on social media - Laura Cr...

London #B3Seminar: How search & content strategy impact the decision making p...

Measurefest:Finding, understanding & using demographic data - Matthew Jackson

London #B3Seminar: Search in 2020, future-proofing your SEO strategy - Patric...

How Agile Technical SEO Can Add Value To Your SEO Campaign, by Adam Gent

Stop best practicing, start doing - Stephen Kenwright at #SearchLeeds 2016

Figaro Search: Don't go viral, go useful

Similar to Figaro: Why Online Retailers Need to Start Engaging

CIM - Social Media Masterclass 07/02/18 - Laura Crimmons, Communications Dire...Branded3

SMX Munich - How to create content that journalists want to shareLaura Crimmons

The Why and How of Social Recruiting for RecruitersHM Revenue & Customs

Social Recruiting by Andy Headworth 14/10/10Emma Mirrington

Hands On Social-ogy (AFP Congress) Laurie Pringle

Don't use social mediaMighty Jungle

Twitter TutorialJenny Saling

Socialmedia 101 - MATI Shari Wright-Pilo

Social Media 101 Recruiter Training - February 2014AMPLIFY//

How to implement an audience engagement strategy using content - Content Mark...Branded3

How to implement an audience engagement strategy using content - Content Mark...Laura Crimmons

Wolfstar's Social Media Masterclass for the Mersey Partnership-Beginner's Ses...gueste102ff90

Online Qualitative ResearchInSites on Stage

Social work and social media presentationcomcareandy

Social media for health advocacy. UC Berkeley Ctr Health LdrshpDan Cohen

Doing Social Media Listening the Right WayAtomic Reach

Loose Connections and the Strength of Weak Ties: How to Use Twitter and Blogs...Philip Mai

Caseivpresentation 090405211009-phpapp02(1)Mirzam86

Startups & TwitterPaloma Baytelman

Social Media and the Job WorldMike Schaffer

Similar to Figaro: Why Online Retailers Need to Start Engaging (20)

CIM - Social Media Masterclass 07/02/18 - Laura Crimmons, Communications Dire...

SMX Munich - How to create content that journalists want to share

The Why and How of Social Recruiting for Recruiters

Social Recruiting by Andy Headworth 14/10/10

Hands On Social-ogy (AFP Congress)

Don't use social media

Twitter Tutorial

Socialmedia 101 - MATI

Social Media 101 Recruiter Training - February 2014

How to implement an audience engagement strategy using content - Content Mark...

Wolfstar's Social Media Masterclass for the Mersey Partnership-Beginner's Ses...

Online Qualitative Research

Social work and social media presentation

Social media for health advocacy. UC Berkeley Ctr Health Ldrshp

Doing Social Media Listening the Right Way

Loose Connections and the Strength of Weak Ties: How to Use Twitter and Blogs...

Caseivpresentation 090405211009-phpapp02(1)

Startups & Twitter

Social Media and the Job World

Recently uploaded

Best digital marketing e-book form bignnersmuntasibkhan58

McDonald's: A Journey Through Time (PPT)DEVARAJV16

Influencer Marketing Power point presentationdgtivemarketingagenc

Unlocking Passive Income: The Power of Affiliate MarketingDaniel

Storyboards for my Final Major Project VideoSineadBidwell

From Chance to Choice - Tactical Link Building for International SEOSzymon Słowik

Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfCIO Business World

Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigiKarishma

Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfVWO

The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14

Infographics about SEO strategies and usesbhavanirupeshmoksha

(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey

Common Culture: Paul Willis Symbolic CreativityMonishka Adhikari

SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day

ASO Process: What is App Store OptimizationAli Raza

The Impact of Digital Technologies bruguardarib

Michael Kors marketing assignment swot analysisjunaid794917

2024's Top PPC Tactics: Triple Your Google Ads Local LeadsSearch Engine Journal

Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garsiderobwhite630290

Fueling A_B experiments with behavioral insights (1).pdfVWO

Recently uploaded (20)

Best digital marketing e-book form bignners

McDonald's: A Journey Through Time (PPT)

Influencer Marketing Power point presentation

Unlocking Passive Income: The Power of Affiliate Marketing

Storyboards for my Final Major Project Video

From Chance to Choice - Tactical Link Building for International SEO

Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf

Digital Marketing in 5G Era - Digital Transformation in 5G Age

Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf

The Evolution of Internet : How consumers use technology and its impact on th...

Infographics about SEO strategies and uses

(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...

Common Culture: Paul Willis Symbolic Creativity

SEO and Digital PR - How to Connect Your Teams to Maximise Success

ASO Process: What is App Store Optimization

The Impact of Digital Technologies

Michael Kors marketing assignment swot analysis

2024's Top PPC Tactics: Triple Your Google Ads Local Leads

Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside

Fueling A_B experiments with behavioral insights (1).pdf

Figaro: Why Online Retailers Need to Start Engaging

1. @lauracrimmons Why Online Retailers Need to Start Engaging

2. @lauracrimmons What is ‘engagement’?

3. @lauracrimmons noun 1. the act of engaging or the state of being engaged.

4. @lauracrimmons verb (used with object), engaged, engaging. 1. to occupy the attention or efforts of (a person or persons)

5. @lauracrimmons

6. @lauracrimmons Where do we start?

7. @lauracrimmons “We have two ears and one mouth so that we can listen twice as much as we speak”

8. @lauracrimmons

9. @lauracrimmons Audience Customer data Google Analytics demographics Social listening tools Social platform analytics Market research/ Industry data What does your online audience look like?

10. @lauracrimmons Audience News sites Social Media Forums Review sites Blogs Where do they ‘hang out’ online?

11. @lauracrimmons What are they already engaging with?

12. @lauracrimmons Build your online personas Emma, 24 Shares video content regularly, also has own personal blog Most likely to read sites such as Buzzfeed Main social channels are Snapchat and Instagram Mark, 36 Shares quizzes and picture content fairly regularly on Facebook Most likely to read traditional news outlets Main social channels are Facebook and Twitter Bob, 58 Less likely to share but spends a long time on informational content Most likely to read broadsheets Not a big social user

13. @lauracrimmons Stories not Content

14. @lauracrimmons Inform or Entertain

15. @lauracrimmons

16. @lauracrimmons What makes something engaging? What makes me want to act or share? Inspire me… Excite me… Entertain me… Inform me…

21. @lauracrimmons A quick note on mobile…

22. @lauracrimmons

23. @lauracrimmons

24. @lauracrimmons Thanks! Laura Crimmons Head of PR & Social @lauracrimmons laura.crimmons@branded3.com