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1. Social Media Strategies
to Attain New Levels of
Customer Engagement
Dr. Ammar Bakkar
Ammar.Bakkar@mbc.net
September, 2010

2. Have you met “The Joneses”?

3. Steve and Kate Jones are a seemingly perfect couple who, along
with their equally perfect teenagers, Jenn and Mick, move into
a new home in an affluent city suburb. Friendly, confident and
line1
good-looking, they're also loaded with the coolest, newest
stuff and it's not long before they've triggered a wave of
aspirational envy amongst their new neighbors. But the
Joneses are hiding a sinister secret.

4. In the past, Word of Mouth was a
“dream”..

5. But it was not practical
• Hard to talk to the mass
• Hard to create the agent
• Hard to measure it

6. Then we got “Social Media”..!

7. And it is all about “Engagement”

8. Based on research on Top 100 Brands in the US:
• Social Media Engagement is directly related to financial
KPIs.
• Social Media Engagement must be deep and wide. Depth
can be measured.
• Engagement differs by industry
• As the number of channels increase, overall engagement
increases at a faster rate
• Starbucks has the highest level of engagement, while
iPhone is the world’s most social brand.
Source: Altimeter Group (July, 2009)

9. Social Engagement & Brands:
1) Deeply engaged on a large number of channels, such
as: Starbucks and Dell . They have dedicated teams
and clear strategy
2) Presence widely (many touch points) but with no
depth, such as: American Express and Hyundai .
3) Deep Engagement on a selected number of
channels, such as: H&M and Philips
4) Limited Engagement on a limited number of
channels, such as McDonalds and BP
Source: Altimeter Group (July, 2009)

10. Why would people “get engaged”?

11. 1) Love at first sight!!

12. 2) For the sake of Engagement

13. 3) Because they are motivated

14. Engagement needs MOTIVATION!

15. So what MOTIVATES people on
Web 2.0?

16. 1) Giveaways
Prizes & Extras from the brand

17. 2) Information Everywhere!

18. Fast Facts
Interesting Style
Everywhere!

19. 3) Living a new experience

20. Engineering a Web Social Experience
that is:
Creative
Social & Engaging
Meaningful

21. 4) Interacting with
Very Interesting People (VIPs),
Brand Social Ambassadors (BSA),
or Experts

22. Celebrities representing your brand
Made-to-be a VIP / BSA
Experts in the subject matter related
to your brand

23. Engineer the Social Personality of your
BSAs to match the Brand Personality &
Identity
Create the team that supports them with
information & answers
Empower them to serve “above the law”

24. 5) Matchmaking
• Sponsor “Friendship”
• Create Communities
• Reward “Friends of Friends”

25. 6) Influencing the Brand
• Social Engagement should work both ways
• Your customers should change the brand
behavior on the smallest details.
• Example: MyStarbucksIdea.com

26. But do not forget
the “Rules of Engagement”?

27. 1) Prepare for the engagement
Lip service can actually harm
you. A learning environment
based on change should be
created.
But: Dare to be Weak!!

28. 2) You need to understand the
communities through the
“Social Spies”

29. 3) You need to change your
strategies and plans based on
information & community
dynamics!

30. 4) Do not let the Social
Enemies fool you

31. 5) Stand United
The whole organization
MUST
embrace Social Engagement

32. 6) Support your allies. Let them
protect your back. Send out
the supplies.
Example: Dell Blogger Reach Program

33. 7) Synchronize information
among all channels

34. MBC Group & Engagement

35. Thank You!