Delivering delight on both sides of the screenA new approach to audience engagement through social media (and other things) Social Capital Conference 2014 | July 26, 2014

Hey there #SoCapOtt’ers, I’m Joe!• Director of Communications

Association of Canadian Financial Officers

• Program Coordinator (Social Media, Digital Analytics)Algonquin College

• Lifestyle and Parenting BloggerYummy Mummy Club

• Twitter@joeboughner

• LinkedInwww.linkedin.com/in/joeboughner

@joeboughner#SoCapOtt

Before we start, a bit of housekeeping• “Slow it down!

• “Clean it up!”

• “Dumb it down!”

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Ok, let’s DO this!

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“The secret is to be standing on both sides of the counter at the same time.”

- Alvah C. RoebuckCo-founder of Sears

Right. On to journey maps• Said fancily

The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service (servicedesigntools.org)

• Said simplyIt’s a map that shows every touchpoint you have with your customers / members / user / whatever

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Maps are the new funnels• Marketing / sales funnels focused on the

organization. Maps focus on the user’s experience

• For every single interaction point on a map, you need to ask yourself:

• What is the goal of this interaction?

• Are we achieving our goals with these interactions?

• Do we have the content needed to support the successful completion of these goals?

• Is there an opportunity to elevate to a higher-value persona?

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Our website

Other online

Email

In store

Other offline

Yay they bought a thing!

Yay they bought a thing!

Yay they bought a thing!

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Deceptively simple• In reality, each channel is often managed by

different teams (especially online v. offline)

• Marketing metrics zero in on performance by channel; don’t make connection to bigger journey

• Elevation is often ignored

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We’ll come back to this. But first…

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The Venn Diagram that

changed my life!

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@jonnykaldor@kaldorgroup

So what am I getting at?

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What is engagement?The ability to compel a user to take an action that moves them along their

journey map in a positive direction

Or, even better, elevates them to a higher-value persona

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We now pause for a moderately-meandering anecdote that,

if successful, will help connect these dots

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@jonnykaldor@kaldorgroup

So to recap:• If engagement is the key to moving people

along their user journeys and elevating them to higher-value personas. . .

• . . . delight is the grease that keeps that wheel spinning

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But wait, isn’t this a social media conference?

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Social channels are a key to this mix• They allow you to fill in the gaps between

larger points on the map

• They allow you to provide real-time feedback on the success or failure of your other efforts

• They can even help you put people back on track if they fall off of the journey along the way

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But beware of common traps• Don’t mistake click-through with

engagement

• Don’t artificially-inflate the value of the channel as compared to others – social tends to be complementary, not primary

• Don’t force moments of delight but don’t get complacent with contentment either

@joeboughner#SoCapOtt

@joeboughner#SoCapOtt

“The secret is to be standing on both sides of the counter at the same time.”

- Alvah C. RoebuckCo-founder of Sears

And that’s that. Questions?

@joeboughner#SoCapOtt