delivering delight: a new approach to audience engagement through social media (and other things)
DESCRIPTION
Rather than casually toss around words like engagement and delight - words that are utterly devoid of meaning without context - this presentation (delivered at the Social Capital Conference in Ottawa in July 2014) offers up working definitions for these terms and talks about how to create real value for your organization using social media and other digital marketing tools.TRANSCRIPT
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
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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?
@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
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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?
@joeboughner#SoCapOtt
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
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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
@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