1. mBuzz Sales Education
Engage 101:
What is Social Engagement?

2. Agenda
I. Presentation (45 minutes)
• What is Social Engagement?
• Stages of a Social Business + Use Cases
• Identifying Social Stages
II. Q&A (15 minutes)
• Please use the Chat functionality to send Questions during
the presentation
III. Individual Office Workshops (60 minutes)
• Build your slides (15 minutes)
• Present your slides to your team (5 minutes each)
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3. What is Social Engagement?
• What is it?
• Socially active versus socially engaged…what’s the
difference?
• What are the goals of social engagement?
• How do I identify a socially active business?
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4. Stages of a Social Business
Meltwater Buzz
Engage Module
Marketing
Module
Monitor Acquire Engage Develop Monetize
Example: Dell Outlet
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5. Stage I: Monitoring
Company Profile
• Are focused on the analytics of brand mentions on
social networks
• May have established social accounts on Twitter and
Facebook, but not very active
• Not actively promoting their social presence through
other marketing activities
• Primary goal is to understand brand
sentiment, themes and volume on social networks
• MOST larger brands are beyond this stage
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6. Stage I: Monitoring
• Understand social conversation and brand sentiment
Goals • Determine volume
• Passive
Social Activity • Some posts
• Brand mentions
Metrics • Brand sentiment
• Themes
• Comprehensive platform
Pain Points • In-depth analysis & reporting
• Quick synthesis of data
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7. Monitoring Use Cases
• Marketing strategy
• Enhancing customer service These are the
actual use cases
• Media planning that survey
• Search engine optimization respondents cited
for their social
• Search engine marketing
monitoring efforts
• Display advertising optimization
Source: WebLiquid and RSW/US, July 2011 Survey
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8. Example of Stage I (Monitoring) Company:
Morgan Stanley
• No links to social accounts
on website
• No “official” Twitter account
• Very aware of Twitter:
• Morgan Stanley’s Twitter Initiative
(WSJ)
• Highly regulated industry
• Reputation and brand are
important
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9. Stage II: Social Contact Acquisition
Company Profile
• Moving beyond passive listening
• Established social accounts on Twitter and
Facebook
• Not a huge number of followers / Likes
• Posting content and responding to inquiries
• Promoting their social presence through other
marketing activities
• Primary goal is to develop their social presence
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10. Stage II: Social Contact Acquisition
• Build awareness
Goals • Drive fan base (follows, likes)
• Understanding
• Post curated and original content
Social • Direct engagement
• Drive contacts to social
Activity • Monitoring
• Twitter Followers & Facebook Likes
• Social shares
Metrics • Brand mentions, sentiment
• Themes
• Finding social community
• Developing social presence
Pain Points • Identifying best content and channels
• Understanding their audience
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11. Contact Acquisition Use Cases
• Brand awareness
• Brand affinity
• Basis for social marketing campaigns and growth
• Social contests and crowdsourcing
• Community development
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12. Example of Stage II (Acquisition) Company:
Cigna
• Social links from their
website (but not
prominent)
• Developing their
following through
unique content and
engagement
• Active on Twitter and
Facebook but not a
huge amount of
engagement
• Content strategy
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13. Stage III: Social Engagement
Company Profile
• Formal goals and strategy
• Dedicated resource(s)/staffing for social media
• Proactively engaging new people in direct
conversation
• Active response and escalation process
• Very interested in understanding value, return
• May be using a free tool and unhappy with
limitations
• Analytics are very important
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14. Stage III: Social Engagement
• Drive awareness
• Find and engage current/potential customers
Goals •
•
Participate in and develop social community
Develop trusted relationships
• Promote advocacy
Social •
•
Regular posts and content sharing
Original content designed for social sharing
• User-generated content campaigns
Activity • Direct engagement and proactive outreach
• Twitter @messages and mention
• Twitter re-tweets
Metrics •
•
Facebook comments & shares
UGC participation
• Mentions & Sentiment
• Finding/identifying target customers, influencers, advocates
• Managing direct conversations (identification, workflow)
Pain Points •
•
Managing brand-related conversations
Determine best content and channels
• Understanding success, growth
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15. Social Engagement Use Cases
• Brand awareness and development
• Customer development
• Community development
• Customer service
• Product research
• Sales promotion & support
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16. Example of Early Stage III Co:
Hoover’s Inc.
• Social links from
website (not
prominent)
• Mostly content
posting; occasional
engagement
• Active on Twitter and
Facebook
• Using free tool for
engagement
(Hootsuite)
• Lots of “Fans”…but
now what?
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17. Example of Mid/Late Stage III Co:
Lush Cosmetics UK
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18. Example of Stage III Co:
Lush Cosmetics UK
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19. Stage IV: Relationship Development
Company Profile
• Has developed a social contact base
• Has developed a social media strategy & goals
• Either for short term (campaign) or long term (integrated
marketing, customer support, etc.)
• Has started to drive that strategy
• Looking to drive deeper engagement that will lead to
one or more actions or results that are measurable
and impactful
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20. Stage IV: Relationship Development
• Drive relationships with contacts to specific actions or
Goals results
• Cultivate social community to drive advocacy
• Coordinated social campaigns (opt-in)
Social Activity • All other primary social content & activity
• Campaign metrics (opt-
Metrics in, actions, participation, mentions, etc.)
• Core metrics
• Selecting/segmenting social targets
Pain Points • Measuring and evaluating campaign effectiveness
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21. Relationship Development Use Cases
• General opt-in: Marketing
newsletter, offers, downloads, notifications, etc.)
• Campaign opt-in: Opt-in/sign-up for specific
campaign, including updates, social participation
• Campaign participation: Upload, vote, raise
awareness, etc.
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22. Example of Stage IV (Relationship) Co:
Rubbermaid Corp.
• Social links from
website
• Integrated content
(blog, Twitter, FB)
• Utilizing contests via
connected blogs to
draw and promote
• Active and engaged on
Twitter and Facebook
• Opt-in opportunities for
email, promos, etc.
• Still an opportunity!!!
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23. Stage V: Monetization
Company Profile
• Using social media to drive commerce
• Offers
• Promotions
• Sales leads
• Coordinated efforts with other media and properties
• Website
• Advertising/SEM
• Print and media
• Events & sponsorships
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24. Stage V: Monetization
Goals • Drive action with measurable impact
Social • Specific campaign promotional activity
(posts, DMs, coordinated media)
Activity • Primary social activities
• Campaign metrics
Metrics (revenue, redemptions, downloads, etc.)
• Primary social metrics
• Campaign management
Pain Points • Campaign measurement
• Identify true influencers
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25. Monetization Use Cases
• Social offers/sales promotions
• Coupons
• Time-limited sales
• Social contests and sweepstakes
• Crowdsourcing
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26. Example of Stage V (Monetization) Co:
BestBuy
• Many ways to engage
with the company
• Social part of corporate
culture; anyone can
participate
• Focused on supporting
their main business
• Social is part of their
integrated marketing
strategy and executed
extremely well
• They still aren’t
immune to mistakes!
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27. Identifying a Prospect’s Social Stage
Where to Look What to Look For
• First, one stage may not
follow another…this is the Website Social links &
prominence
Wild Wild West!
Blog Social links (share this)
• What you’re looking for are
the 3 pillars: Twitter Followers
Listed
• Goals – Activities – Metrics Engagement
Content
Tools used
Facebook Likes
Engagement
Content
Integration/Campaigns
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28. Social Business Summary
Stage Goals Social Activities Metrics Pain Points
Monitoring Understand Little or none Volume Coverage
Measure Sentiment In-depth analysis
Quick understanding of
data
Contact Awareness Posting Followers / Likes Social community
Acquisition Connection Cross-media promo Social shares Social presence
Direct engagement Volume & sentiment Best content, channels
Contests Understanding audience
Direct Direct conversation Posting Conversation volume Finding targets /
Engagement Drive awareness Original content Comment volume influencers advocates
Engage community UG content Participation/sharing Managing Inbox
Drive advocacy Direct engagement Sentiment Managing brand convos
Outreach Best content, channels
Analysis (growth)
Relationship Drive actions Social relationship Campaign metrics Segmentation
Development Cultivate campaign messages (opt-ins, sign-ups) Measuring campaigns
community Primary social content Primary metrics
Drive advocacy & activity
Monetization Drive purchase Social campaigns Desired outcomes Campaign management
Primary social content (redemptions, sales, Campaign measurement
& activity downloads) Identify true influencers
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Primary metrics

29. Workshop
1. Each team member should research a prospect and create slides:
15 – 20
1. Select one of their active prospects, research their social activity & determine stage minutes
2. Determine a potential pain point and create 2 – 3 slides to pitch the problem and solution
2. Each team member should present their slides to their office group for feedback
and to share ideas (3 – 5 minutes each)
3. Post your slides to the mBuzz Intranet:
• Name it: Engage101-[StageName]-[CompanyName].pptx
Monitoring Development
Acquisition Monetization
Engagement
• Post it: Post your slides to the mBuzz Intranet at:
– https://workspace.meltwaterdrive.com/mwgroup/mbuzz/sales_education/engage_101/engage_101_workshop
1. Take the mBuzz Sales Education survey (Password: engage):
• http://www.surveymonkey.com/s/YYWWXNL
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