Understanding user engagement to create better user experiences.

Views presented here are mostly based on personal experiences, exposure and
understanding of the topic. Any contradiction with study material is merely a difference
of opinion while any resemblance with any text book could be coincidental (or copied).
Presenter does not bear any responsibility for any damages caused by following the
advice. However, if you find it useful in any way, a ‘skill endorsement’ at Linkedin may get
you noticed for a few seconds but a ‘recomendation’ will go a long way!
DISCLAIMER
www.touseef.com | @chodhry | https://pk.linkedin.com/in/touseefikram

Touseef Ikram
A Marketing Technologist having 15+
years of Entrepreneurial Experience
with Multiple Digital Start-ups.
Digital
Engagement
Understanding
to create better user experiences.

- Understanding Engagement
- Social Media Crash Course
- Future of Engagement
- Key Takeaways
Interact

What do you do to BUILD a
relationship in real life?
Interact
This is what we will be doing today.

Excluding sales, what else could be
considered as an achievement
from each INTERACTION?
Information

So let’s see who I am talking to…
Speakers | Takers | Bakers Makers

How well do you know your user on a
PPSC scale?
• Personal
• Professional
• Social
• Commercial

Personal
Gender, Age, Color, Height, Weight, Ethnicity,
Cast, Religion, Sect

Professional
profession, company name(s), professional skills,
duty timings, job nature

Social
Email, Phone, Location, skype, twitter, facebook,
whatsapp, holidays, off-timings, habits,

Commercial
Total Purchases, Last purchase date, Last
purchase price, Total Purchase Price, Purchase
Days, Store, Sales Agent, Total Sales, Last Sale
Date, Last Sale Volume, Average sales
Volume, Average Purchase Volume, Referral,
Advertisement, Advertisement Medium, First
Contact, Time it took to get First Sale, buying
history,

Data Access & Analysis

Besides Information, what else
could also be considered as an
achievement from each
INTERACTION?
Positive User Experience

Interactions

How to create interactions?
Engagement Points

Engagement Points

Engagement Points
Owned
• Company Website
• Email Lists
• SMS Lists
• Apps
• On-Site Chat Bots
• In-house Instant
Notification Setup
• APIs
Used
• Social Profiles
• Syndicated Content
• Discussion Groups
• Classifieds/Listings
• Search Engine Results
• Third Party Bots
• Third Party Instant
Notifications
• Integrations

Social Media Crash Course

SMM Crash Course
• Define Success
• Define Audience
• Select Platform
• Take the Pledge
• Be all Ears
• Add your 2 Cents
• Know your audience
• Build Brand
• Tune up your Efforts

SMM Crash Course
• Define Success
• Define Audience
• Select Platform
• Take the Pledge
• Be all Ears
• Build Brand
 Likes/Followers
 Engagement Metrics
 Positive feedback
 Traffic to your site.
 Conversions
 Sales

SMM Crash Course
• Define Success
• Define Audience
• Select Platform
• Take the Pledge
• Be all Ears
• Build Brand
 Age
 Gender
 Location
 Interests
 Profession

SMM Crash Course
• Define Success
• Define Audience
• Select Platform
• Take the Pledge
• Be all Ears
• Build Brand
 Identify platforms
where your target
audience spends their
time.
 Identify the on-
boarding requirements
for those platforms.
 Identify content
development & sharing
requirements.

SMM Crash Course
• Define Success
• Define Audience
• Select Platform
• Take the Pledge
• Be all Ears
• Build Brand
 Create interesting content
related to your brand.
 Use various content types
like text, image, animated
gif, album, audio, video,
poll, quiz, contest, etc…
 Make a posting plan and
stick to that.
 Use third party tools to
save time.

SMM Crash Course
• Define Success
• Define Audience
• Select Platform
• Take the Pledge
• Be all Ears
• Build Brand
 Listen to your users
feedback.
 Listen to your
competitor’s users
feedback.
 Religiously listen to the
conversations happening
with-in your target
audience across all
platforms/mediums.
 Use third party tools.

SMM Crash Course
• Define Success
• Define Audience
• Select Platform
• Take the Pledge
• Be all Ears
• Build Brand
 Participate in the
related conversations
happening anywhere.
 Make a list of topics
related to your target
market which you know
very well.
 Try to add value to the
conversations using
your knowledge.

SMM Crash Course
• Define Success
• Define Audience
• Select Platform
• Take the Pledge
• Be all Ears
• Build Brand
 Get to know your
audience by
 Asking questions.
 Making polls.
 Requesting feedbacks.
 Analyzing engagement
patterns.
 Using data analytics.
 Remember PPSC scale?

SMM Crash Course
• Define Success
• Define Audience
• Select Platform
• Take the Pledge
• Be all Ears
• Build Brand
 Engage your users
across all mediums &
platforms.
 Be shameless in asking
for recommendations &
testimonials.
 Identify key influencers
and get them talking
about you.

SMM Crash Course
• Define Success
• Define Audience
• Select Platform
• Take the Pledge
• Be all Ears
• Build Brand
 Do a weekly/monthly
analysis of
 Your on-site postings
 Your off-site postings
 Engagement metrics
 Feedback/polls, etc…
 Identify what worked best
according to your goals.
 Re-adjust your
engagement action plan.

Future of Engagement
What’s going to rot?
• Emails/IVRs
• Websites
• Device specific Apps
• Text Search
• Ad impressions based
economies
• Manual Learning
• Social Networks
What’s been cooked?
• Comments/Tweets/Messages
• AI enabled Bots (Amazon Echo,
Google Home, Facebook
what?)
• Progressive Apps
• Machine Learning
• Internet of Things, Big
Data/Semantic Analysis
• Virtual/Augmented Reality
Networks
• Conversion based Economies

Key Takeaways!
• No interaction is a bad interaction.
• Medium is the message.
• Less is more.
• I want it half blue and half red.
• Comfort Zone is not a cliché.
• Gamification is serious.

Change Constantly
because…
Change is the only constant!

Understanding user engagement to create better user experiences.

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