Post on 10-May-2015
description
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
What Is Social Media Engagement?The Mechanics & Rules for Leveraging Social Media Conversations for Your Business
Conversation Reminder
@NickWestergaard
3 Cs of Digital Brand Building
CONVERSATIONS CONTENT COMMUNITY
What you create/share Who you do it forHow you engage
CONVERSATIONS CONTENT COMMUNITY
How you engage What you create/share Who you do it for
Where We’ll Start
Social Media Engagement‣ What Is Engagement?
‣ Conversations That Engage
‣ Questions & Answers = Tips & Tricks
‣ Dos & Don’ts: The Rules of Engagement
‣ Building a Campfire
1
What Is Engagement?
ENGAGEMENTnoun
1. the act of engaging or the state of being engaged.
2. an appointment or arrangement: a business engagement.
3. betrothal: They announced their engagement.
4. a pledge; an obligation or agreement: All his time seems to be taken up
with social engagements.
5. employment, or a period or post of employment, especially in the
performing arts: Her engagement at the nightclub will last five weeks.
ENGAGINGverb (used with object)
1. to occupy the attention or efforts of (a person or persons): He
engaged her in conversation.
2. to secure for aid, employment, use, etc.; hire: to engage a worker; to
engage a room.
3. to attract and hold fast: The novel engaged her attention and interest.
4. to attract or please: His good nature engages everyone.
5. to bind, as by pledge, promise, contract, or oath; make liable: He
engaged himself to repay his debt within a month.
2
Conversations That Engage
Trust
TransparencyAuthenticity
How Conversations Are Created
Authenticity
Conversations Yield Authenticity
Find Your Brand Voice
Photo via Flickr user hiddedevries
“Thank you for your feedback. We appreciate your support.”
vs.
“Thanks!!! You rock :)”
How Does Your Brand Voice Sound?
Conversations with Humor
“Guilty of Impersonating a Robot ...”
Source: NASA Jet Propulsion Laboratory
Brand Voice + Marketing Campaigns
“Voice” Can Be Visual
Authenticity: Signing On
Be yourself. Everyone else is already taken.” – Oscar Wilde
Photo via Flickr user Brian Negus
“
Transparency
Photo via Flickr user edans
Transparency: Backstage
Photo via Flickr user Max Wolfe
Behind the Scenes Access
Transparency x 2
Transparency: Show Your Mission
Can’t Be Transparent?
TRUSTauthenticity & transparency work to build
Search & Social Matter
Source: Edelman Trust Barometer (2014)
Trust Is Maximized via Integration
Source: Edelman Trust Barometer (2014)
Engagement & Integrity
Source: Edelman Trust Barometer (2014)
Leadership Has Less Credibility
Source: Edelman Trust Barometer (2014)
A Shift in the Near Future
Source: IBM
Social + Leader = Trust
Photo via Flickr user Gultaggen
Case Study: Ford
3
Questions & Answers (Tips & Tricks)
How Can You Be Engaging?
Photo via Flickr user alexanderdrachmann
TIP: Relevant Question Ideas
‣ “Why did you like this page?”
‣ “What kind of conversations do you want to have here?”
‣ “What was your first experience with our product?”
‣ “Can you tell us a story about you and our product?”
‣ “What can we do better?”
‣ “What did you like best about your new product?”
‣ “Did you like our new ad?”
Ask & You’ll Get Answers
Ask & You’ll Get Answers
Ask Visual Questions
Other Engaging Post Ideas
‣ “Click Like if you agree!”
‣ “My favorite thing to do in the summer is _____________”
‣ “What other tips would you add to this list?”
‣ “True or False ...”
TIP: Caption This
1:1 Commenting
Photo via Flickr user andrechinn
1:1 Commenting in Action
1:1 Commenting in Action
Leave No Customer Behind
Brand Voice + 1:1
“Thank You” Goes a Long Way
‣ “Thanks a lot, Johnny. You rule!”
‣ “Thanks for taking the time to share.”
‣ “Thanks for liking us. We like you too. :)”
‣ “Thanks for your feedback. We’re listening.”
‣ “Thank you for the comment. Keep spreading the word!”Source: Likeable Social Media, Kerpen
Don’t Know the Answer?
Photo via Flickr user cowbite
Tell Stories (Not Just You)
Photo via Flickr user ClaraDon
Tell & Foster Stories
4
Dos & Don’ts:The Rules of Engagement
There Aren’t Any! (Wrong)
Photo via Flickr user rishibando
Not Broadcasting – 12:1
Nothing Too Personal
Photo via Flickr user twodolla
Nothing Polarizing
Don’t Fear Showing Personality
Photo via Flickr user jetheriot
Don’t Fear Long, Prescriptive Posts
Do Not Delete (DND) Rule
Unless a comment is obscene, profane, bigoted, or
contains someone’s personal and private
information, never delete it from a social network.
Source: Likeable Social Media, Kerpen
6 Steps to Engage an Upset Customer‣ Answer the Social Telephone — Quickly! 24 Hours
‣ Respond with Humanity & Humility
‣ Take the Matter Offline
‣ Deliver a Resolution Swiftly
‣ Don’t Feed the Trolls
‣ Leave a Record of Resolution Online
Happy Fans Will Tell the World
Photo via Flickr user GaryKnight
Content + Conversations = Community
Content + Conversations = Community
Lessons from Improv
Photo via Flickr user Mulling It Over
On Mistakes
Photo via Flickr user Jacqui 1686
“If You Build It They Will Come” - Nope.
Photo via Flickr user Zach Heller Photography
5
What’s Next:Building a Campfire
The 3 Cs of Digital Brand Building
CONVERSATIONSCONTENT COMMUNITY
Conversations that engage Community that connectsContent that helps
The 3 Cs of Digital Brand Building™
Content + Conversations =
COMMUNITY
Need All to Burn Next Up — Content
Photo via Flickr user CostinThempikutty.com
What Brands Do You Converse With?
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard