Two thirds of Britons and Americans do not want to engage with brands on social media. The document discusses improving social media engagement by placing strategy before tactics and addressing the five P's of engagement: proposition, people, being provocative and personal, policies, and process. It provides an example of how Cass Business School improved student engagement through a strategic social media approach.

1. Social Media Engagement
Two thirds of Britons & Americans don’t want to ‘engage’ with brands in
Social Media. So why do we bother & how can we improve this statistic?
1st December 2011
Presented by : Irene Zalami
Senior Account Director
Web Liquid Group
www.webliquidgroup.com

2. Social Media has truly changed the
traditional notion of how companies
…connect, engage and evolve
relationships with prospects & customers

3. “Six out of ten Britons & Americans do
not want to engage with brands through
Social Media, leading to companies
creating ‘mountains’ of digital waste”
Source: TNS Digital Life study (surveyed 72,000 consumers across 60 countries), Nov 2011
•http://www.tnsglobal.com/_assets/files/TNS_Digital_Life_press_release.pdf

4. What I’ll be delivering …
• Main barrier to successful
Social Media engagement
• The importance of
community engagement
• Five “P’s” of successful
engagement

5. Biggest barrier to turning Social Media into a
competitive advantage…
Placing Tactics before Strategy

6. Rolling out a structured Engagement Strategy
will move the dial on your Social Media results
Providing a positive experience creates valuable
relationships with key stakeholders:
• Turn Brand Detractors into Promoters
• Opportunity to create Brand Ambassadors
• Higher Engagement leads to higher Facebook Reach
… because your loyal Brand Ambassadors will
do the work for you.
http://www.webliquidgroup.com/blog/knowledge/does-facebook-post-engagement-create-reach/

7. Case Study | Cass Business School

8. Objectives
Drive growth in high caliber student applications
across all products / courses
By creating …
Positive sentiment and brand perception
Driven by…
Engaging with potential & current students, Alumni, the
business community and leveraging their positive
experiences,

9. Student Intake| YoY Results Context
Social Media: The Cass
• Cass previously took an organic approach with no underpinning strategy
• The Facebook 2011 re-launch saw 434% more interactions than 2010
• Over last three months Cass Official Facebook Page had a higher % fan growth (31.7%) than
Lady Gaga (10.6% )!
Source: Facebook Insights

10. So… what are the secrets to building impactful
and meaningful Social Media engagement?
The Five “P’s” of Engagement…

11. 1. Proposition
Define your purpose for Deliver genuine value to
engaging in Social Media your community

12. IBM 2011 Study| Gap between what
1. Proposition brands think consumers want versus
what consumers really want.

13. 2. People
Complete a Competency
Gap Analysis
Define specific Recruitment
needs
Hold holistic training to
empower team

14. 3. (be) Provocative & Personal
Be Provocative, yet Human

15. 3. (be) Provocative & Personal
Be Provocative, yet human
Make it personal
Keep them “warm”
Keep it short and sweet

16. 4. POLICIES
Bad use of “policy” & engagement!
• Greenpeace launched a campaign in
2010 against Nestlé’s use of palm oil
from questionable sources with a video
that very few saw
• Nestlé, went legal immediately and
demanded the content be removed
• Greenpeace responded by spreading
the video by alternate channels and
causing a far greater story
• Nestlé further antagonised users by
threatening them with deletion if
comments posted on their Facebook
page included doctored Nestlé logos

17. 4. POLICIES
All Staff Social Media Policy
Social Media Authorised Spokespeople Policies
• Risk Assessment, Crisis Mitigation & Escalation
• Rules of Engagement Policies
Social Media Community Policy & SLA

18. 4. POLICIES
Golden Rules of Engagement
1. Define when, how and why to engage with the
community
2. Don’t deal with bad people or bad content
3. Never get into a debate with disgruntled users
in an open environment
4. Be humble with responses, do not dismiss
issues or complaints
5. Always use facts – if you cannot back up what
you are saying you will find yourself in trouble!
6. Always add value

19. 5. PROCESS
Consider Community Engagement
Process
• Plan
• Consider Resource
• Content Management Process (inc tools)
• Be consistent, responsive & committed
Measurement, optimisation &
knowledge sharing process essential
Define a process to track loyal
community ambassadors

20. Once you’re there…
Say “Thank you”...

21. Summary…
Improving Community Engagement is
a critical component of Social Media
success.
The biggest barrier of turning Social
Media into a competitive advantage is
placing “tactics before strategy”

22. You can succeed by addressing the
“Five P’s of Engagement”
1. Proposition
De
• Define purpose for Engaging in Social Media
• Add genuine value to your community
2. People
• Undertake Competency Gap Assessemnt
• Recruite to meet requirements
• Faciliate training to Empower Social Media Authorised Spokespeople
3. (Be) Provocative & Personal
• Be Provocative, yet human
• Make•it Personalexample text.
This is an
• Keep it short, sweet & visible
• This is an example text.
4. Policies
• All Staff Policy on Social Media
• Comprehesive Social Media Authorised Spokespeople Policies
• Social Media Community Policy & SLA
5. Process
• Community Engagement Process
• Measurement, optimisation & knowledge sharing Process
• Process to track active participants

23. Thank you…
Feedback? Questions?
Irene Zalami
Senior Account Director
Web Liquid Group
D: +44 (0) 20 7251 7053
E: irene@webliquidgroup.com
T: @Boucle_d_or