Slides for talk at HTCE

1. A Two-Pronged Digital
Engagement Strategy
Julie Szabo and Darren Barefoot

2. Who Are Your
Peeps?

3. Engagement Pyramid
Core - Leaders
Committed - Evangelists/Influence
Congregation - Regular Buyers
Community - First-Time Buyers
Crowd - Aware

4. Audience: Committed
Online In the Real World
Characteristics
Actions
Message
What do they get?
How do they
climb the
pyramid?

6. Audience: Committed
Online In the Real World
Builds mobile
Characteristics Loves PhoneGap
apps regularly
Active in the Uses PhoneGap
Actions
Google group over other tools
Become a core Develop
Message
contributor PhoneGap
Recognition on Invited to present
What do they get? the blog and soc at conferences,
meds etc.
How do they Writes tutorials, Run a PhoneGap
climb the etc. meetup
pyramid?

7. Custom Asks for Each Audience
Segment
Find us on Facebook
Make product recommendations
Create an account
Core
Share with friends
Committed
Recommend to others
Congregation
Sign the petition
Community
Write a product review
Crowd
Buy

8. A Two-Pronged
Engagement Strategy

9. Heartbeats

10. Heartbeat Activities:
Website content
Search engine optimization
Email marketing
Press releases
Social media updates
Online advertising

11. Heartbeat Outcomes:
Connect with your community
Get evaluators; users excited
Shine a light on customers
Engage users/members further

12. The Problem

13. Everyone is doing
it.

15. Remarkables

16. “Safe is risky, and
risky is safe.”
- Seth
Godin

17. Remarkables Outcomes:
Recruits new customers
Inspires actions & activities
Connects with influencers
Increases attention (often media)
Improves web presence

25. How Do You
Make
Remarkables?

26. Change the medium of the
message.

29. Say it visually.

32. Riff on what the web loves.

36. Enable user contributions.

39. Heartbeat and Remarkables
Working Together for Good

45. Word of mouth ROI
More actions
Less fatigue
Stronger customer voice
Impact
Relevance
Ups the cool factor

46. Ingredients
Strategy: WOM
Make great, sharable
content
Some budget
Engaged members
Staff resources

47. Questions?

48. @julieszabo, @dbarefoot