Driving Social Engagement - Webinar

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Post on 11-Apr-2017

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  • 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. Its a dialogue; its the ability to choose how and when to engage; its the value each channel represents; its 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 noiseYour posts are only being seen by a tiny portion of your audienceToo short a lifespanPosts on social media have a VERY short shelf-lifeToo little attentionYour 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 2012Publicly admits that only around 16% (down to as little as 5%) of your fans will see your contentTheir Edgerank algorithm hides and shows post at randomMore 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 engageThe 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 postsWhen 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 allIf the first few people report it as spam, it may impact those who haven't logged in yetEdgeRank = (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 atTwitter 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 ENGAGEMENT

    Engagement is different for each type of post

  • STRATEGIES FOR DRIVING ENGAGEMENT

    Drive affinity likes, comments, shares and clicks even if it's cutesy!quickmeme.comdiylol.comknowyourmeme.com

  • STRATEGIES FOR DRIVING ENGAGEMENT

    Challenge your fans with puzzles or tests

  • STRATEGIES FOR DRIVING ENGAGEMENT

    Encourage clicks (they help). But clicking to a photo is just as good

  • STRATEGIES FOR DRIVING ENGAGEMENT

    Use hashtags on Twitter (and ONLY on Twitter) but use them sparingly

  • STRATEGIES FOR DRIVING ENGAGEMENT

    Send variations of the same message multiple times each day(Hint: change it slightly each time)

  • STRATEGIES FOR DRIVING ENGAGEMENT

    Start 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 ENGAGEMENT

    Get 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 youNow 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 growingHow engaged your audience currently isHow 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...?

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