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