online engagement
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Online Engagement
Anne Mims Adrian, PhD
google.com/profiles/aafromaa
aadrian@auburn.edu
twitter.com/aafromaa
blog.anneadrian.com
slideshare.net/aafromaa
March 30, 2010
Did you watch the 2010 Super Bowl?
flickr.com/photos/bootbearwdc/4339897127/in/photostream/
Most-watched program in US history.
When you watched the Super Bowl, did you get online?
flickr.com/photos/rmtip21/4304930330/
Did not surf86%
Surfed web14%
During Super Bowling and Opening Olympic Ceremonies
(The Nielsen Company)nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
SurfNot surf
During events online discussion–the back channel—will increase.
(The Nielsen Company)nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
Not surf Surf
And increase.
nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
Not surf
Surf
And increase.
nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
Not surf
Surf
And increase.
nytimes.com/2010/02/24/business/media/24cooler.html?ref=technology
Adoption Curve & Phases
socialnetworkroadmap.com/index/wp-content/uploads/2009/04/web2_adopt_curve2.png
Initial Discovery (2006-2007)Hype & Experimentation (2008-2009)Failure & Disappointment (2010)Triumph of Determination (2011-2013)Pervasive Adoption (2014-2015)
Broadcasting
Pushing content (products, services, advertisements)
One to many
Controlled publishing
Static flickr.com/photos/matthileo/3728593992/
One to one Little or no scaling
flickr.com/photos/hugovk/16072296/
Real people being Social Real life
One life
flickr.com/photos/aafromaa/846487425/
Influence ripples are not created by throwing a rock into the lake.
flickr.com/photos/28481088@N00/438591493
Influence occurs in small social circles
flickr.com/photos/aafromaa/4476152633/
Engagement
act of sharing in the activities of a group participation, involvement, involution
www.flickr.com/photos/choconancy/403986475/
Engagement builds allegiance and trust
Engaged: Listening
flickr.com/photos/joyoflife/23724427/
Engaged: Authentic
flickr.com/photos/gillat/3483112515/
Engaged: Transparent
flickr.com/photos/einaros/3453909796/
Engaged: Sharing and building knowledge
flickr.com/photos/missrogue/78787229/
Engaged: Fast and Responsive
flickr.com/photos/32386419@N06/3510264656/in/photostream/
flickr.com/photos/liberato/223754291/
Engaged: Flexible and Agile
Engaged: Empathy
flickr.com/photos/apoptotic/3067514833/
Engaged: Valuing relationships
flickr.com/photos/yourdon/3687528893/
Engaged: Immersion
flickr.com/photos/lyle58/1335867029/
Engaged: Delivering Value
flickr.com/photos/shawdm/486400745/
Online engagement doesn’t stand alone.
flickr.com/photos/jule_berlin/853806749/
How to be engaging
Converse.
Ask others’ opinions.
Involve others in problem solving, idea and content and product development.
Treat customers, clients, and potential clients as community members.
Converse with people who share common interests and goals.
How to be engaging
Educate through blogging, in forums, and Twitter.
Provide a means to share photos, techniques, best practices, and frustrations.
Become a member and act like a member of a community or group.
Define the goals of engagement,aligned with business goals
Look for and define a higher purpose
flickr.com/photos/tomoski/2688883653/
Possible goals of engagement
Build and maintain relationships.
Build and maintain brand loyalty.
Be responsive and timely.
Establish support among the community.
Choose methods, applications, and course of action that fits.
flickr.com/photos/lamentables/2989423656/
Go where the people are
Look for hidden communitiesForums
Magazine communities
Build relationships in the communities
flickr.com/photos/paulwatson/7484420/
Define who are community members (and future members)
Define who is core customer /client / community member Why would they care Create personas
flickr.com/photos/cambodia4kidsorg/202143037/
TacticsProvide technical training and support.
Connect needs with resources and people.
flickr.com/photos/bootbearwdc/20109566/
Tactics
Learn ways to collaborate across many different sectors.
Focus on needs, goals, and communities.
Utilize expertise and passion to build recognition and loyalty.
flickr.com/photos/23072179@N00/398895543/
Tactics
flickr.com/photos/asmamirza/2484419936/
Evaluate.Measure online engagement.
Consider attitudinal and behavioral changes.
Evaluate disengagement.
Adjust.
Repeat.
ROI: Elephant in the roomflickr.com/photos/80835774@N00/1043450869/
Get started by listening
flickr.com/photos/44538409@N08/4443465544/
Ask a question in LinkedIn Answers
mashable.com/2009/09/28/social-media-feedback/
Add a poll web site or blog.
Add a poll to Your Facebook Page.
Poll Your Twitter Followers.
mashable.com/2009/09/28/social-media-feedback/
Joe Posnanski blog joeposnanski.com/JoeBlog/
Put a survey on your blog
mashable.com/2009/09/28/social-media-feedback/ flickr.com/photos/ryangs/3364941723/
Then what?Pick 1, 2, or 3.
87% of onlinecommunitymembers participatein social causes thatare new to them.
94% of online communitymembers said the Internet helps them become more informed about social causes.
digitalcenter.org/pdf/2008-Digital-Future-Report-Final-Release.pdf
flickr.com/photos/walkn/3526522573/
Future: Mobile Computing
resourceshelf.com/2010/02/11/a-collection-of-new-statistics-about-social-networking-mobile-and-internet-traffic/
In 2009, smartphone ownership increased from 11% to 17%.
Future: Mobile Computing
resourceshelf.com/2010/02/11/a-collection-of-new-statistics-about-social-networking-mobile-and-internet-traffic/
3G phone ownership increased from 32% to 43%.
Unlimited data plan
subscriptionsrose from 16% to 21%.
flickr.com/photos/yourdon/3275742912/
Future: Mobile computing
People who use mobile devices to access
Facebook are almost 50% more active on
Facebook than non-mobile users.
More than 180 mobile operators in 60
countries working to deploy Facebook
mobile products.facebook.com/press/info.php?statistics Retrieved 10/1/2009
Where the people are
World Users US Users
Facebook 400 million 112 million
MySpace 175 million 57 million
Twitter 75 million 19 million
LinkedIn 60 million 30 million
1 2
400
308
Facebook US
Facebook 48% of Americans have a Facebook or MySpace account. (April 2009)
news.harrisinteractive.com/profiles/investor/ResLibraryView.asp?ResLibraryID=34306&GoTopage=11&Category=1777&BzID=1963&t=11
Average user has 130 friends on the site.
Average user spends more than 55 minutes per day on Facebook.
facebook.com/press/info.php?statistics Retrieved 3/22/2010
Twitter stats
2008 2009 2010
4% of US Internet users6 million
11% US Internet users11 million
15% US Internet users18 million
Answer “What is happening?”
Share thoughts.
Share links.
Ask questions.
Answer questions.
…in 140 characters or less.
Twitter stats
Following does nothave to be reciprocal.
Twitter stats
Users with an average of 1,000 followers
tweet the most,
more than those with fewer than 100
followers, and
more than those with more than 100,000
followers.
barracudalabs.com/downloads/BarracudaLabs2009AnnualReport-FINAL.pdf (January
2010)
Twitter stats
Average Twitter user has 27 followers.
barracudalabs.com/downloads/BarracudaLabs2009AnnualReport-FINAL.pdf
Twitter stats
Twitter users are becoming more engaged over time when controlled for sample age.
themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/
Other Future Trends
Expectation of Online Presence
Geolocation
Video
Gaming
User filtering of content
References Adama. J. 4 Ways to Use Social Media Cues to Engage People geniusplanetnigeria.com/2010/02/4-ways-to-use-social-media-cues-to.html
Brogan, Chris, Audience or Community chrisbrogan.com/audience-or-community/
Burdy, Jason ClickZ, What Online Engagement Means to Your Web Site clickz.com/3629019
Hunt, Tara, The Whuffie Factor Scott, David Meerman, The New Rules of Marketing and PR The Social Network Roadmapglobalhumancapital.org/?p=675
Why Are Marketers So Bad At Measuring Social Media?blogs.forrester.com/marketing/2009/11/why-are-marketers-so-bad-at-measuring-social-media.html?cm_mmc=Ask-_-twitter-_-twitter-_-8275664
In these places or Google “Anne Adrian”
aafromaa@googlewave.com
Google Buzz
google.com/profiles/aafromaa
blog.anneadrian.com
twitter.com/aafromaa
slideshare.net/aafromaa
Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.
This presentation is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.
Based on a work at www.slideshare.net/aafromaa
Anne Mims Adrian
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