Product Development
• Use social media monitoring and online market research to refine your offering.
• Analyse your competitors’ online engagement, and do yours more effectively.
• Identify online communications practices in the industry that you should be using.
• Run campaigns to spread online word-of-mouth about your product.
• Customer service.
Brand Development
Engagement should focus on User Value
UserValue
Who can benefit from being touch
with us?
How can they benefit?
How can we support
that benefit?
Engagement should also focus on Company Value
Company Value
Who can WE benefit from
being in touch with?
How can we
benefit?
How can we support that
benefit?
Build an online communication profile
• Major social media (Facebook, Twitter, Instagram)
• Niche social media (LinkedIn, Pinterest, Google+)
• Video sharing (YouTube, Vimeo, Vine, Meerkat)
• Website• Blog• Newsletter/E-mail marketing• Podcast• Paid social campaigns• …
Analyse your competitors.Who has a similar
product?
What’s their web presence?How can I improve
on it?
Analyse the influencers.
Who leads in the industry?
What’s their web presence?How can I emulate
it?
Best Practice
Voice: how you speak online; your tone and the
kind of language you use.
Visual style: your color palette, font, image style and
layout, etc.
Messaging: the key things you want to say to the public
concerning your product.