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In today’s digital world, customers and fans demand engagement across channels; but most companies still struggle with a comprehensive strategy that combines the content, involvement & acquisition tactics required to do so. See examples that any business can use to build a strategy that fuels growth.
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Digital Engagement:5 Steps to Build, Analyze & Measure
Your Digital Engagement Strategy
Join the Conversation!Twitter Hashtag #SnapSmarts
@Snap_App
facebook.com/snapapp
Housekeeping Items
• Turn your computer speakers on & up!
• Share your questions in the question window
• Recording & slides will be made available within 48 hours
• Join the Conversation!
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Twitter Hashtag #SnapSmarts
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Digital Engagement Strategy Guest Speaker
Emily SteeleCommunity Manager
A little about Emily
• Creates engaging content about new and upcoming books
• Manages a community of 250,000• Involved in continued growth of site and
multiple social platforms
Just one more thing…She's come to terms that the most successful piece of content she ever produces might be "Harry Potter in Charts."
Feel free to contact me…
@Figmentfiction
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Welcome to the Digital Engagement Strategy Webinar!
Edward Boudrot VP, Product
I have an extreme passion for…
• Constant learning• Constant listening• Strategy frameworks that drive change• Executing, from ideation to market• Cool products & experiences• Human performance
Feel free to contact me…
@eboudrot
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Five Things From Today…..
Engagement Framework1
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Five Best in Class Examples
Self Assessment Tool
Resource Guide
Expert Offer for Deep Assessment
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• 18.5% of the total time of smartphone users are spend in-browser
• Facebook has 80.4% reach on US smartphones
• 90 percent of US marketers are now using social networks for their efforts. Just five years ago, the figure was only 20 percent
• 68% of CMO’s are shifting budget from a traditional advertising to content marketing
• Effective inbound marketing increases leads an average of 4.2 times
The Challenge for us is the Dramatically Changing Landscape
Marketing is dead? Marketing as we know it is.
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Our Customers are Looking to Adapt…..
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What Can We Be Doing Better?
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In the Quest for this Answer we Discovered…..
Customer Interviews
Industry Studies
Best Practices
Examples
Research
It’s not one thing, it’s a multitude of things, a framework
The Five Levels of a Digital Engagement Strategy
Improve Acquisition
FullEngagement
Increase Interaction
Stimulate interest
Facilitate Interaction
Drive participation
Personal Connection
Enablesocializing
-Multiple Facebook apps encourage broad use
-Personality quizzes connect customers with your brand
-Cross media channel promotion -Multi-Engagement-Highly leveraged content
-Unique user interactions such as quizzes
-Sweepstakes with “money can’t buy” options-Mobile
-Contests-Blog with engagements
-Facebook presence with frequent posting-YouTube channel
-Online to drive user engagements such as eSeminars-Surveys
-Leverage Facebook to encourage user interaction and sharing
-Videos-Blog presence with frequent updating
-Content categories-Social media links within content
-Twitter presence with frequent posting
-Topical and relevant Web content -Great UI
-News / articles signups-Registrations
-Social media calls to action & sign-up links-Polls
Simply stated, this is leveraging content across multiple channels for desired outcomes
Mar
ketin
g G
oals
>
User Action Goals >
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One-to-Manynetwork effect
One-to-One
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Min Online is a Part of Access Intelligence; their Tagline Says it all “Content in Context”
Best Practices • UI consistency and ease of
navigation• Create trust with solid
content• Highlight user or brand
endorsements• Limit choice in areas of
best return• Social links upper right• Customized calls to action• Increase interest and
interaction with pollsTopical
and relevant
web content
News, article and registration signups
Social media calls to action
User Poll
Stimulate interest
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Mom365 has Perfectly Targeted Content and Invited their Users to Interact
Content categories
Social media links
within contentActive
Twitter presence
Videos
Active blog
presence
Facilitate Interaction
Best Practices • Create categories based
on user type, product category or phase
• Have an active Twitter and blog presence with provoking content
• Social media links within content increase sharing and exposure to new users
• Have video content to provide user with a variety of interaction types
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Active Facebook presence
Surveys
Drive participation
Squishable is a Best Case Example of User Participation
ActiveYouTube presence
Facebook feed
interactions
Best Practices • Enabling and being active
on multiple channels increases participation
• Holding eSeminars or events gives customers another reason to come back
• Having engaging surveys encourages people to participate and share
• Extend beyond typical Facebook updates and create fun ways for participation
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Martha Clearly Makes a Personal Connection and Leverages that Relationship for Mutual Benefit in Multiple Ways
Unique user
interactions quizzes
Sweepstakes “Money
Can’t buy”
Mobile optimization
Personal Connection
Blog with engagements
Contests
Best Practices • Mobile optimized
content increase access and ease of use
• Quizzes create a personal connection and an invitation to participate
• Sweepstakes are a unique way to engage users with unique offers that appeal to them
• Contests are a great way to engage users
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Figment is a Best in Class Example of Fully Engaging End Users and Leveraging all Channels to Maximize Results
Multiple Facebook
apps
Personality quizzes
Highly leveraged content
Cross media promotion
Multiple ways to engage
Best Practices • Multiple Facebook
apps give users a broad choice in channels and or mediums
• Cross channel leverage of content maximizes the return of your investment
• Personality quizzes relate to the end user, creating the desire to share & increasing the viral domino effect
Enable Socializing
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WebsiteBlog
Leads
Pinterestshare Twitter
Likes
Content
SnapApps
Purchase
FollowsPins
ChannelsContent Outcomes
Highly leveraged content creates unique engagements to drive promotion cross-channel
Apps are created and distributed cross-channel for maximum exposure and results
Multiple forms of acquisition are employed to deliver likes, leads and actual purchase events
The Result of Having an Engagement Strategy is a Network Effect Maximizing User Engagement, Acquisition and Revenue Goals
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A New Way to Think about Content, Channels and Outcomes
Improve Acquisition
FullEngagement
Increase Interaction
Stimulate interest
Facilitate Interaction
Drive participation
Personal Connection
Enablesocializing
-Multiple Facebook apps encourage broad use
-Personality quizzes connect customers with your brand
-Cross media channel promotion -Multi-engagement-Highly leveraged content
-Unique users interactions such as quizzes
-Sweepstakes with “money can’t buy” options-Mobile
-Contests-Blog with engagements
-Facebook presence with frequent posting-YouTube channel
-Online to drive user engagements such as eSeminars-Surveys
-Leverage Facebook to encourage user interaction and sharing
-Videos-Blog presence with frequent updating
-Content categories-Social media links within content
-Twitter presence with frequent posting
-Topical and relevant Web content -Great UI
-News / Articles signups-Registrations
-Social media calls to action & sign-up links-Polls
Mar
ketin
g G
oals
>
User Action Goals >
1
2
3
4
5
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We invite you to take our
self assessment
Or
Have our engagement
specialists perform a
deep review your site
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Evaluate your site now: http://info.snapapp.com/Get-Your-Engagement-Grade-from-SnapApp.html
Learn more about SnapAppRequest a demo: http://www.snapapp.com/request-demoCall: 855-Snap-App
Connect:
Thank You to Our Guest Speaker
@Snap_App
facebook.com/snapapp