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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@joeboughner#SoCapOtt
“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
@joeboughner#SoCapOtt
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?
@joeboughner#SoCapOtt
Our website
Other online
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
@joeboughner#SoCapOtt
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
@joeboughner#SoCapOtt
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
@joeboughner#SoCapOtt
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
@joeboughner#SoCapOtt
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
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