2. Why? 2 billion Over 300M 8 million 350,000 1.8 million 85 pieces of content created a week people on Facebook alone new fans a day active applications on Facebook number on Twitter in UK accounts followed on average
3. Because you don’t have a choice Determined communities will engage with your brand regardless of what you do.
4. Intent driven Content driven Controlled message Open conversation Advertising Public Relations Social Media Push Messaging driven by agegenderraceincomegeography User querydriven by needdesirepassionwhimcuriosity Content-drivenvia intermediary newstrendsinformationeducationentertainment Intent is the new demographic
6. 7 strategies for online engagement Engagement ‘Menu’ RelationshipBuilding ContentCreation DestinationDevelopment Social MediaOptimisation 1 Invite users into your space 2 Fish where the fish are 3 Create new spaces: Digital Communities 4 Blogger Outreach 5 Social Media Ambassadors 6 Intranet 2.0 7 SocialiseContent Content must resonate with User Intent Messages must come from Trusted Voices Engagement must include TransparencyandFeedback
7. Scenario one Facebook page for raising awareness of its cause How to grow a stalled fan base? Who is your audience? What opportunity are you giving them to engage? What have you last done that is remarkable?
8. Scenario two Keeping a consistent tone of voice on Twitter Coping with regulation Motivating contributors Set out social media rules of engagement Pre-approve topic areas rather than every post Use metrics to generate a competition between tweeters
9. Scenario three Encouraging discovery and dialogue via short films and photo essays How to engage Atomise Optimise Seed through online media and blogger relations
10. What about measurement? Benchmark Ongoing measurement RoE (return-on-engagement) Lay of the land, set campaign goals Optimise campaign, spot opportunities Flaunt our awesomeness
11. More KPIs than you can possibly imagine Fans Print page Downloads Invite | refer Bookmarks Alerts Forward to a friend Social media participation Email Subscriptions Report spam | abuse Comments Followers Reviews Traffic source Profile update Favourites Feedback Settings Total contributors v active contributors Social media sharing Personalisation Install widget Groups Uploads Testimonials Ratings Posts Time spent on page Views Ratings Widgets Wishlists Love this | like this Registered users tagging Messaging
12. You want people to love your website Fans Print page Downloads Invite | refer Bookmarks Alerts Forward to a friend Social media participation Email Subscriptions Report spam | abuse Comments Followers Reviews Traffic source Profile update Favourites Feedback Settings Total contributors v active contributors Social media sharing Personalisation Install widget Groups Uploads Testimonials Ratings Posts Time spent on page Views Ratings Widgets Wishlists Love this | like this Registered users tagging Messaging
13. You want people to store & share things Fans Print page Downloads Invite | refer Bookmarks Alerts Forward to a friend Social media participation Email Subscriptions Report spam | abuse Comments Followers Reviews Traffic source Profile update Favourites Feedback Settings Total contributors v active contributors Social media sharing Personalisation Install widget Groups Uploads Testimonials Ratings Posts Time spent on page Views Ratings Widgets Wishlists Love this | like this Registered users tagging Messaging
14. You want people to make a noise Fans Print page Downloads Invite | refer Bookmarks Alerts Forward to a friend Social media participation Email Subscriptions Report spam | abuse Comments Followers Reviews Traffic source Profile update Favourites Feedback Settings Total contributors v active contributors Social media sharing Personalisation Install widget Groups Uploads Testimonials Ratings Posts Time spent on page Views Ratings Widgets Wishlists Love this | like this Registered users tagging Messaging
27. Love is respect Liz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse Bring campaign content, including videos, information and user-generated content, to popular social networking Webby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube
28.
29. Position at a strategic crossing point on the river Shannon
Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/nicheQuery results are based on content and conversation, and both can be influenced and shapedQuery - query is the gateway to conversation – site content, SEO, linking strategies, online conversionQuery leads to a destinationUsers evaluate multiple destinations before choosing to engageWe can either create destinations or relate with existing destinations through blogger and community outreach or social networkingDestination – site | content creation, blogger outreach, social networkingThrough social media, each user influences the next as he or she travels along the path from intent to interactionBy delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networksInteraction – meaningful – makes the media social
Relationship building: Foster relationships with online influencers around shared intentContent creation:Provide users with tools and information that addressuser intentSocial Media Optimisation: ‘Socialise’ content for discoverability, share-ability, and interactivityDestination development: Create unique destinations focused around commonuser intentIntranet 2.0: idea generation, knowledge sharing, connectivity, culture sharing,
Situation As the category leader in treating CML, a form of Leukemia, Novartis wanted to provide a needed tool for patients to share, support and connect with each otherStrategy Develop an online tool specifically dedicated to the global CML community allowing members to build profiles, share unique stories, search profiles and make direct connections to other patients from around the worldResults Beta launch of global community with ‘endorsement‘ of over one hundred patient group representatives from around the world
