In this document that we presented for a client we briefly explained our vison on online engagement strategy formulation

1. Online Engagement strategy formulation
By
Douglas & Breitner

2. Contents
Phasing Engagement strategy
Planning deliverables
Strategy deliverables
Execution deliverables
Customer Engagement model

3. Phasing Engagement strategy
Planning Strategy Execution
Deliverables Deliverables Deliverables
1. Analyze current 1. Define online 1. Implement and
performance value proposition build experience
2. Asses online 2. Define 2. Execute
market place communication mix communications
3. Define SMART 3. Define 3. Monitor and
objectives & goals communication improve
strategy
Week 1 Week 2 - 3 Week 4 and further

4. Planning
1. Analyze current internal performance
In order to set the right SMART objectives, often clients already have a kind
of online presence or activity. Therefore getting quantative insights are
recommendable.
Examples are sales, conversions and outcomes, specifically e.g. no referred
traffic from social media sites, x% of revenue comes from y sources. Direct,
Email, Google Natural & Paid Search

5. Planning
2. Asses online market place
Especially focus on Social Media situation analysis, insights in the adoption
of different social networks and social tools, opportunities, threats,
problems, limitations and constraints.
Create personas by identify drivers for added value; what kind of
information is desired, how do they wish to receive this (e.g. by current
response, complaints, Q & A)
Conduct competitor activity analysis. Tools to consider are either free tools
like Google Alerts/Insights/Analytics Social Media plug in or paid solutions
like Infegy.com for brand metrics/consumer comments

6. Planning
3. Define SMART objectives & goals
Besides driving brand awareness and develop loyalty with more ‘traditional’
measures such as perception shift metrics, purchase intent and
recommendation intent, typical digital objectives are:
Acquisition/Online Editorial Outreach (OEO). The methods you use to
attract customers to your offer.
x number of impressions/views/members vs. y cost & z number of
visitors
Conversion. The way visitors interact with your brand:
x numbers of pages viewed per visitor
y % of conversion from traffic to sale/lead/outcome
z number of sale/lead/outcome.
Retention. Methods you use to re-engage with your visitors/buyers
x number of sales from repeat visits.

7. Strategy
1. Define online value proposition
Across all touch points, beneficial for target segment, differentiating
Approach for example 6C model, content, customization, community,
convenience, cost
2. Define communication mix
Define media budget, allocate (internal) resources, map performance
metrics
3. Define communications strategy
Engagement: Create multiple interactions between the brand and the
consumers to strenghten a customers‘ involvement in the brand ,
inform/consult/involve
Brand loyalty: Motivate customers to spend more time on a
website/microsite by adding value

8. Execution
1. Implement and build experience
Build engagement platform, functionalities, presence on Social Media
channels
Develop campaign calendar
Develop news release program; include social media tags (interesting
information to share, win an award)
2. Execute communications
Describe the business processes specifying tasks, sequences, decisions
for Social Media channels. Describe the decision rights who the
authority/permission/power has to do various things.
E.g. highlight top contributors, distribution of promotions / events across
Social Media channels
Invite customers to interact

9. Execution
3. Monitor and improve
Performance diagnosis should help to ensure the digital marketing plan is
on target; possibly reallocate budget
Listen and monitor what active participants are saying in social media
channels about the organization, product
Determine product key opinion leaders/influencers and build relationships
Interact and respond directly to feedback through social media channels
Customer / profile analysis

10. Acquisition/OEO Conversion Retention
A G
Paid traffic Engagement platform Loyalty program
Paid search Reward repeat buy
Organic search E
• (Rich) content
• Iphone store locator
B app/widgets H Triggered Email
YouTube • Employee blogging
Video channel Event driven,
• Consumers experience
based on
posting/idea generating/
customer behavior
connect
• Expert panel
C I
Social Media • Onsite videos, soundbites Microblogging
Branded fan pages • Event buzzing Transparancy in
Microblogging support & service
F
• (incentivised) profile
D creation
J
Offline events • Online purchase/gifts Survey
QRCodes • Sweepstakes After sales tips ‘n
(Online) PR tricks
A Cost per Visitor E Recency of traffic G # Repeat sale/revenue from social
Brand vs. Non-Brand visits Traffic patterns, time spent, pages viewed media/email referrers/social
Traffic /sales by of indexed pages Engagement rate (relevant actions taken), bookmarking tags
Keywords generating traffic e.g .registered users, app downloads etc. H # Repeat visits, # desired interactions
B # views Duplication of content I # Followers, replies, solved issues
# subscribers account/channel F # Sales/visitors from referrers
# and content comments I Response, satisfaction
# re use of video on blogs, social
networks
C # members
# conversations/comments/discussion
D # visits, sales

11. Contact details:
Stephan Schroeders – Partner
Douglas & Breitner
Timorplein 45
1094 CC Amsterdam
P.O. Box 94588
1090 GN Amsterdam
The Netherlands
M +31(0)6 456 00 507
E stephan.schroeders@douglasandbreitner.com
I douglasandbreitner.com