Online & New Media

SNC-MKTG350November 4, 2013

Tonight’s Agenda: Engagement• Quiz• Class News: the Plan page!• Engagement• Blog Post Reviews: – Goal setting is Success Setting for your online marketing

efforts. 7 things to know about Google Analytics Goals. (Alden)

– My social media account is private: privacy online is important. (Damon)

The Plan page lives!!

What is Engagement?

• Getting someone to talk about your product• Getting someone to talk BACK to you– Surveys– Comment on Facebook, Twitter– Come to events

• Multi-dimensional– Online, offline, direct one-to-one or one-to-many

Why do you want engagement?

• People feel good• Interact with your product• Tell others about your product• Learn from each other• Widen your sales force• Sell more stuff

Isn’t it the same as sales?

Sorta•Participants•Fans•Spectators

Dumb Ways to Die

StoryCorps: Ultimate Engagement

Example: LEAF Owners Clubs

Tahoe Bike Challenge 2013• To drive participation,

they needed awareness.

• To get awareness, they ran a photo contest on FB.

• Started with 95 Likes on FB, went to 913 Likes in 6 weeks.

• Generated 15% more riders on Bike Challenge Day.

Creating Engagement

• What do you need?1. Company/product (reason to engage)2. Buyer/potential buyer (object of engagement)3. Communication channels (means to engage)4. Feeling (we have to care about this enough to get

involved)5. Cycle (reason to engage again)

Engagement Catalysts• Something is new so we talk about it• There is something in it for me – Promotions, discounts, prizes, etc.

• You did something nice (charity or green event)• You did something amazing– won a prize so we are giving you loyal supporters a 10%

discount• You made a video (let’s watch!)• You asked me how I like you

Are you engaging?

• Where are the costs in creating engagement?

• Is it enough to have a lot of Likes or Yelp reviews?

• Do the metrics shift as we start talking about ‘engagement’ rather than ‘traffic’?

Value of Influence

• Why do you want to work with influencers?– Efficient!– They have big mouths– They talk to people FOR you!

• Some are more influential than you– You can borrow some of their credibility

Value of Feedback

• How you manage your criticism impacts your ability to recognize it.– If you make it hard to get feedback to your

company, people will complain less– If you argue with people, they will feel like you

don’t value their opinions, invalidating the purpose of giving you feedback

– Sometimes it’s even helpful!

This is Broken (missed engagement opportunities)

Engagement Models

• Social media: frequent visits, varying involvement

• Games: frequent and deep visits• Service: visit sites, FAQs as needed• Search: frequent visits but low duration• Special: one visit per lifetime• News: visit, stay, nothing involved

What undermines engagement?

• Time of users• Negative reviews• Apathetic response from company• Peer pressure

Blog Topics:

• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Next session:• Reading:– Persuasion, Chapter 4, Attitude Measurement

• Discussion:– Engagement• Measuring engagement

• Blog Posts:– Dealing with censorship as a business owner. 7 tips

for checking digital self. (Jake)