1. Session 4
A more detailed look at engagement

2. The aim of this session
• To understand how to
create engagement in the
social media space
• To introduce you to the
course assessment task
• To show you how to listen

3. To summarise
• Very few organisations understand how to use
social media
• This is because:
– They don’t want to understand it
– There is a huge commercial vested interest
designed to position social media as “just another
channel you can use to reach consumers”
• Know one is really paying attention to how
consumers are actually using social media

4. Gartner Hype Cycle

5. Gartner Hype Cycle
False Arrival of Productive Engagement
Engagement Intelligence

6. Social media: it’s not a
tools based problem

7. YouTube
Slideshare LinkedIn
Facebook
Flickr
Twitter

8. Social media: it’s a
knowledge based
problem

10. There are two types of Engagement
The engagement brands want The engagement consumers
to have with their consumers want to have with brands (but
were unable to have BSM)

11. Brand ‘engagement’
Superficial
Manipulative
‘Loyalty’ Huge gap with
‘Respect’ consumers
‘Passion’ definition of these
‘Love’ terms
But… it works!

12. At best it can give you warm and
fuzzy moment before you get on
with your life
And when you come to make a
purchase decision, the faint
afterglow of that moment may
just be enough

14. THE GREAT THING
ABOUT ADVERTISING
IS THAT NOBODY
TAKES IT
PERSONALLY

15. Two different spaces
Traditional media space Social media space
Channel and Behaviour
message identification
identification and response
challenge challenge

16. What is the role of traditional media?

17. Problem: social media does not
have scale (engine) built into it
Social media is really an infrastructure
or set of tools

18. Social media doesn’t do big numbers
It does
small
groups

19. Possible solutions
Devise ways to add Create new
scale to social approaches that
media don’t rely on scale

20. Introducing the Super Fan
KachWachi saves Logitech
$150,000 in call deflection costs
per year

21. The rules for Super Fans
They are not ‘Brand Ambassadors’
Because to 99.9% of your
consumers will think they are
weird
They are not ‘Brand Evangelists’
Because the communities they
want to be a part of comprise
people who are also like them
Their value is not in spreading
information, it is in helping you
manage your business
• Customer service
• Google endorsement

22. Lets find some Super Fans
• What are they like?
• Are there many of them?
• What do they seem to want to talk
about?
• What are the issues around the
brand?
• What might you be able to do with
them?

23. “@eurostar Train stuck at bxl midi
for last hour. What’s happening?”
“@RichardStacy #eurostarnews
problem with power transmission
around Lille. http://bit.ly/0216YL
for latest info
“@eurostar Will now miss my
train home. Can you help me?

27. Creating The Expectation
of Listening

28. Implications for strategy
Things
Processes
The old space: The new space:
output = piece of output = form of behaviour
communication

29. The four engagement spaces
Saying something supportive
CONVERSATION
Saying something critical
Asking a question for which
CONTENT
your brand is the answer
Willing to help you do it COMMUNITY
better
29

30. Prioritisation
• You don’t have to speak to everyone
• You can afford to be very specific about
– Audience
– Subject
• You should be very specific about an
objective
– Defined in terms of what you want to
achieve

32. Decentralisation
Communications becomes a
training,facilitation or
editorial function
(not a production
function)

33. Example: @twelpforce

34. Pulling it all together
Objectives
Infrastructure
People Plan
Plan
Operation
Plan
Content
Response

35. It all starts with listening

36. An introduction to your assessment task
• You have been appointed to review the social
media strategies of (one of) four organisations
• Two steps
– Set up a real time monitoring dashboard and
report back on what is going on (by next week)
– Present your findings and recommendations (3
December)

38. Setting up a monitoring dashboard

39. Recommended tabs
• Mentions
– Monitoring mentions of the brand in:
• Twitter
• Facebook
• Blogs
• Discussion forums
• News
• Subject
– Mentions of key subject terms
• Sources
– Key fixed information sources
• Publications
• Bloggers
• Mentions of competitors
– Twitter, blogs, news

40. What to do first

41. Twitter

42. Blogs / Discussions / News

43. Facebook

44. Setting up a Netvibes account
• Create Gmail account
• Sign-up to Netvibes