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1st December 2011
Social Media Engagement
Two thirds of Britons & Americans don’t want to ‘engage’ with brands in Social Media. So why do we bother & how can we improve this statistic?
Presented by : Irene Zalami
Senior Account Director
Web Liquid Group
www.webliquidgroup.com
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Social Media has truly changed the traditional notion of how companies
…connect, engage and evolve relationships with prospects & customers
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“Six out of ten Britons & Americans do not want to engage with brands through
Social Media, leading to companies creating ‘mountains’ of digital waste”
Source: TNS Digital Life study (surveyed 72,000 consumers across 60 countries), Nov 2011
•http://www.tnsglobal.com/_assets/files/TNS_Digital_Life_press_release.pdf
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What I’ll be delivering …
• Main barrier to successful Social Media engagement
• The importance of community engagement
• Five “P’s” of successful
engagement
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Placing Tactics before Strategy
Biggest barrier to turning Social Media into a
competitive advantage…
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Rolling out a structured Engagement Strategy will move the dial on your Social Media results
Providing a positive experience creates valuable relationships with key stakeholders: • Turn Brand Detractors into Promoters
• Opportunity to create Brand Ambassadors
• Higher Engagement leads to higher Facebook Reach
http://www.webliquidgroup.com/blog/knowledge/does-facebook-post-engagement-create-reach/
… because your loyal Brand Ambassadors will do the work for you.
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Case Study | Cass Business School
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Drive growth in high caliber student applications across all products / courses
By creating …
Positive sentiment and brand perception
Driven by…
Engaging with potential & current students, Alumni, the business community and leveraging their positive experiences,
Objectives
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Social Media: The Cass Context
• Cass previously took an organic approach with no underpinning strategy • The Facebook 2011 re-launch saw 434% more interactions than 2010 • Over last three months Cass Official Facebook Page had a higher % fan growth (31.7%) than
Lady Gaga (10.6% )!
Source: Facebook Insights
Student Intake| YoY Results
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So… what are the secrets to building impactful and meaningful Social Media engagement?
The Five “P’s” of Engagement…
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Define your purpose for engaging in Social Media
1. Proposition
Deliver genuine value to your community
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1. Proposition IBM 2011 Study| Gap between what brands think consumers want versus what consumers really want.
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2. People
Complete a Competency Gap Analysis Define specific Recruitment needs Hold holistic training to empower team
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3. (be) Provocative & Personal
Be Provocative, yet Human
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3. (be) Provocative & Personal
Be Provocative, yet human Make it personal Keep them “warm” Keep it short and sweet
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4. POLICIES
• Greenpeace launched a campaign in 2010 against Nestlé’s use of palm oil from questionable sources with a video that very few saw
• Nestlé, went legal immediately and demanded the content be removed
• Greenpeace responded by spreading the video by alternate channels and causing a far greater story
• Nestlé further antagonised users by threatening them with deletion if comments posted on their Facebook page included doctored Nestlé logos
Bad use of “policy” & engagement!
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All Staff Social Media Policy Social Media Authorised Spokespeople Policies • Risk Assessment, Crisis Mitigation & Escalation • Rules of Engagement Policies
Social Media Community Policy & SLA
4. POLICIES
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4. POLICIES
1. Define when, how and why to engage with the community
2. Don’t deal with bad people or bad content 3. Never get into a debate with disgruntled users
in an open environment 4. Be humble with responses, do not dismiss
issues or complaints 5. Always use facts – if you cannot back up what
you are saying you will find yourself in trouble! 6. Always add value
Golden Rules of Engagement
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Consider Community Engagement Process • Plan • Consider Resource • Content Management Process (inc tools) • Be consistent, responsive & committed
Measurement, optimisation & knowledge sharing process essential
Define a process to track loyal community ambassadors
5. PROCESS
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Once you’re there…
Say “Thank you”...
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Summary…
Improving Community Engagement is a critical component of Social Media success. The biggest barrier of turning Social Media into a competitive advantage is placing “tactics before strategy”
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De
1. Proposition
2. People
3. (Be) Provocative & Personal
4. Policies
5. Process
• Define purpose for Engaging in Social Media • Add genuine value to your community
• This is an example text. • This is an example text.
• Undertake Competency Gap Assessemnt • Recruite to meet requirements • Faciliate training to Empower Social Media Authorised Spokespeople
• Be Provocative, yet human • Make it Personal • Keep it short, sweet & visible
• All Staff Policy on Social Media • Comprehesive Social Media Authorised Spokespeople Policies • Social Media Community Policy & SLA
• Community Engagement Process • Measurement, optimisation & knowledge sharing Process • Process to track active participants
You can succeed by addressing the “Five P’s of Engagement”
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Feedback?
Thank you…
Questions?
Irene Zalami Senior Account Director Web Liquid Group D: +44 (0) 20 7251 7053 E: [email protected] T: @Boucle_d_or