Digital Masterclass:Engaging your communities & evaluating success.
Why?
• 2 billion• Over 300M• 8 million• 350,000• 1.8 million• 85
pieces of content created a weekpeople on Facebook alonenew fans a day active applications on Facebook number on Twitter in UKaccounts followed on average
Because you don’t have a choice
Determined communities will engage with your brand regardless of what you do.
Advertising Public Relations Social MediaPush Messaging
driven by
agegender
raceincome
geography
User querydriven by
needdesire
passionwhim
curiosity
Content-drivenvia intermediary
newstrends
informationeducation
entertainment
Controlled message
Content drivenIntent driven
Open conversation
Intent is the new demographic
Intent into interactionIntent
- Search - Share - Communicate - Be entertained - Be creative - Influence others
QueryFiltered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search
Destination User chooses destination based on: - Content - Credibility - Trust
Interaction - With other users - Brands - Organisations
Content must resonate with
User IntentMessages must come from
Trusted Voices
Engagement must include Transparency and
Feedback
7 strategies for online engagement
RelationshipBuilding
ContentCreation
DestinationDevelopment
Social MediaOptimisation
Invite users into your space
Social Media Ambassadors
Blogger Outreach
Intranet 2.0
Socialise Content
Create new spaces: Digital Communities
Engagement ‘Menu’
12
45
3
67
Fish where the fish are
Scenario one• Facebook page for
raising awareness of its cause
• How to grow a stalled fan base?
• Who is your audience?• What opportunity are
you giving them to engage?
• What have you last done that is remarkable?
Scenario two• Keeping a consistent
tone of voice on Twitter• Coping with regulation• Motivating contributors
• Set out social media rules of engagement
• Pre-approve topic areas rather than every post
• Use metrics to generate a competition between tweeters
Scenario three• Encouraging
discovery and dialogue via short films and photo essays
• How to engage
• Atomise• Optimise• Seed through
online media and blogger relations
What about measurement?
• Benchmark
• Ongoing measurement
• RoE (return-on-engagement)
Lay of the land, set campaign goals
Optimise campaign, spot opportunities
Flaunt our awesomeness
More KPIs than you can possibly imagine
Alerts Bookmarks
Comments
Downloads
EmailSubscriptions
Fans
Favourites Feedback
Followers
Forward to a friend
GroupsInstallwidget
Invite | refer
Love this | like thisMessaging
Personalisation
Posts
Profileupdate
Print page
RatingsRatings
Registeredusers
Report spam | abuseReviews
SettingsSocial media sharing
Social mediaparticipation
tagging
Testimonials Time spenton page
Traffic source
Total contributorsv active contributors
Uploads
Widgets Views Wishlists
You want people to love your website
Alerts Bookmarks
Comments
Downloads
EmailSubscriptions
Fans
Favourites Feedback
Followers
Forward to a friend
GroupsInstallwidget
Invite | refer
Love this | like thisMessaging
Personalisation
Posts
Profileupdate
Print page
RatingsRatings
Registeredusers
Report spam | abuseReviews
SettingsSocial media sharing
Social mediaparticipation
tagging
Testimonials Time spenton page
Traffic source
Total contributorsv active contributors
Uploads
Widgets Views Wishlists
You want people to store & share things
Alerts Bookmarks
Comments
Downloads
EmailSubscriptions
Fans
Favourites Feedback
Followers
Forward to a friend
GroupsInstallwidget
Invite | refer
Love this | like thisMessaging
Personalisation
Posts
Profileupdate
Print page
RatingsRatings
Registeredusers
Report spam | abuseReviews
SettingsSocial media sharing
Social mediaparticipation
tagging
Testimonials Time spenton page
Traffic source
Total contributorsv active contributors
Uploads
Widgets Views Wishlists
You want people to make a noise
Alerts Bookmarks
Comments
Downloads
EmailSubscriptions
Fans
Favourites Feedback
Followers
Forward to a friend
GroupsInstallwidget
Invite | refer
Love this | like thisMessaging
Personalisation
Posts
Profileupdate
Print page
RatingsRatings
Registeredusers
Report spam | abuseReviews
SettingsSocial media sharing
Social mediaparticipation
tagging
Testimonials Time spenton page
Traffic source
Total contributorsv active contributors
Uploads
Widgets Views Wishlists
Just because it can be measured, doesn’t mean it should be
One more word about measurement
Holistic
Google Analytics: quick tour
Google Analytics: quick tour
Google Analytics: quick tour
Some words about engagement
Be nice
Be useful
Be remarkable
A community starts with one person, make sure it’s the right one.
Here’s somethingwe made earlier.
Strength for caring
CML Earth
Love is respectLiz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse
Bring campaign content, including videos, information and user-generated content, to popular social networking
Webby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube
One last thought…
• Portumna has been a commercial centre for centuries
• Position at a strategic crossing point on the river Shannon
• Local shopkeepers who’ve know my family for at least four generations
• Understand their consumer needs
• Life-long relationshipsWe’re trying to ‘bottle this lightning’ with online marketing!
Thanks.http://ruderfinn.co.uk | @ruderfinnuk