DRIVING SOCIAL ENGAGEMENT

How to leverage social media to drive engagement and grow your business

WHAT IS ENGAGEMENT?“The act of engaging or the state of being engaged.”

“...engagement is more than just a channel. It’s a dialogue; it’s the ability to choose how and when to engage; it’s the value each channel represents; it’s whether or not expectations were met.”

”the ability to reach out to and get response from a company (as a consumer) or an audience (as a company)”

PERHAPS THIS IS BETTER...

Engagement is a conversation that is authentic and relationship-oriented. It is more than just dialogue, as it creates a forum for multiple voices. Critical to engagement is that it be free of hidden agenda - like any good relationship - it needs to be honest.– Jeff Ramson

WHAT ARE YOUR CHALLENGES?– Too much noise

• Your posts are only being seen by a tiny portion of your audience

– Too short a lifespan

• Posts on social media have a VERY short shelf-life

– Too little attention

• Your audience want a quick information burst or entertainment on demand

LET'S TAKE A CLOSER LOOK AT SPECIFIC SOCIAL NETWORKS...

FACEBOOK1 billion members. Most of your potential and current customers are here.

Socialbakers – November 2012

– Publicly admits that only around 16% (down to as little as 5%) of your fans will see your content

– Their Edgerank algorithm hides and shows post at “random”

– More than 50% of all reach occurs in the first 30 minutes after a post

STAGGERING...

In comparison, email sees 23.6% of all opens within the first hour after a send

IS FACEBOOK DELIBERATELY HIDING POSTS?Edgerank Algorithm (our version)

– Ranks posts based on your propensity to engage– The more friends you have and pages you follow,

the less of each you will see, except...– The more you interact with a page (or friend), the

more likely you are to see their posts– When you first Like a page, you will see more posts.

If you don't interact with them, you'll start to see less and less

KEY FACTORS

THE KICKERFacebook runs continuous tests from the moment you post. Changes happen in minutes!

If the first few people receiving the post fail to engage, subsequent people may not see the post at all

If the first few people report it as spam, it may impact those who haven't logged in yet

EdgeRank = (Affinity with page + Weight of post – Spam score)

Days since last engagement

ONE MORE THING...Page posts are displayed differently to personal posts...

TWITTEROver 500 million users (140m active) is nothing to sneeze at

– Twitter won't filter your content, but...

– Only 36% of tweets are considered “worth reading” (HBR May'12)

– Only 1% of people who follow you will see your tweet Brands tweet too much during the week and too little

over weekends

TWITTERMore than half of all Retweets occur in the first 18 minutes after a post

INCREASING ENGAGEMENTFacebook and Twitter are polar opposites

STRATEGIES FOR DRIVING ENGAGEMENTEngagement is different for each type of post

STRATEGIES FOR DRIVING ENGAGEMENTDrive affinity – likes, comments, shares and clicks – even if it's cutesy!

quickmeme.comdiylol.comknowyourmeme.com

STRATEGIES FOR DRIVING ENGAGEMENTChallenge your fans with puzzles or tests

STRATEGIES FOR DRIVING ENGAGEMENTEncourage clicks (they help). But clicking to a photo is just as good

STRATEGIES FOR DRIVING ENGAGEMENTUse hashtags on Twitter (and ONLY on Twitter) – but use them sparingly

STRATEGIES FOR DRIVING ENGAGEMENTSend variations of the same message multiple times each day

(Hint: change it slightly each time)

STRATEGIES FOR DRIVING ENGAGEMENTStart embedding rich media

TWITTERHow are leading retailers using Twitter?Zappos' Twitter feed is run by their CEO, Tony HsiehBest Buy has a feed for their @GeekSquad where you can ask for technical support (24/7)Target and Home Depot have dedicated feeds for daily deals - @TargetDailyDeal and @HomeDepotDealsNike have several feeds for specialist communities like @NikeStore (shopping), @NikeGolf and @NikeFootball

STRATEGIES FOR DRIVING ENGAGEMENTGet to know your most influential followers

HERE'S HOW ENSIGHT CAN HELP YOU DRIVE ENGAGEMENT

ENSIGHT CONVERSATIONSPosting pictures

ENSIGHT CONVERSATIONSPosting picturesBrowse through and select images on any website

ENSIGHT CONVERSATIONSPosting picturesLinks are tracked for you

Now with realistic preview pane

ENSIGHT CONVERSATIONSCustom columnsKeep track of specific discussions or mentions (or hashtags on Twitter)

KNOWING YOUR AUDIENCEIntroducing Ensight's new Socialgraphics

SocialGraphicsHere's what we can tell you

– How your audience is growing– How engaged your audience currently is– How large your potential audience is

SocialGraphicsHere's what we can tell you

SocialGraphicsHere's what we can tell you

– Which photos your audience appreciated (and which they didn't)

SocialGraphicsHere's what we can tell you

SocialGraphicsHere's what we can tell you

SocialGraphicsHere's what we can tell you

THANK YOU

Questions...?