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Social Media Engagement

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Lucio Ribeiro
Lucio Ribeiro
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Social media to IMPROVE CONSUMER experience and ENGAGEMENT www.theonlinecircle.com Social Media Engagement
www.theonlinecircle.com
POEM System Earned Media Owned Paid Media Media 4-May-11 www.theonlinecircle.com
4-May-11 www.theonlinecircle.com
• Conversations • Arguments • Instructions • Information • News • Advice • Gossip • Research • Opinions • Facts • Reflections • Questions • Stories • Music • Art • Insight www.theonlinecircle.com
4-May-11 www.theonlinecircle.com 7
1. Inexperienced representatives 2. Fragmentation 3. Cloning strategies for different platforms 4. Stale or simplistic content 5. Mistaking personal Social Media use with business expertise 6. Little or no Brand Monitoring 7. Little or no Competitor Monitoring 4-May-11 www.theonlinecircle.com
1. Inexperienced Representatives Recovery Cost estimated to be $10M+
34,191 Monthly Active Users ----------------------------------------- = 44.5% Engagement 76,833 Lifetime Likes www.theonlinecircle.com
One strategy rather than 100 tactics Uninformed Trolls Fraudsters Spectators The The (affected by Customers Advocates bystander effect) Inform and convert Identify Empower, Inform Entitle to Neutralise and break and grow act attention and Neutralis bystander discourage taking e using and give him out of the fear them social centre of validation to attention be active "Even if this is true......" "Although this is on-topic....." "I disagree...." "Yes, but....." 14 "Can you provide a source for this...." NOT FOLLOW UPS
www.theonlinecircle.com
www.theonlinecircle.com
Social Media Off Line – Mass Media Individuals Collective Users are Active Passive Users are Brave Shy Users Watch and Speak Out Watch and Sleep An Interactive Medium Essentially One Way Anonymity N / A (as not engaging) Driver’s Seat Passenger Seat Solitary Collective Easily access and influence their contacts Accessing and influencing takes more effort Listening and Speaking Speaking and shouting Repetition not always best Repetition works
Social Media Off Line – Mass Media Building Relationships and Brand Building awareness and driving people to a buying decision Pull and Push (Philosophical) Push (Philosophical) Serving the consumer Serving the brand Tactical approach Tactical approach Creative for web Creative adapted for web Based on engagement and experience Based on visual and art Content Creation (volume and dynamic) Short Content Content nimble, quick, conversational and Content largely locked in and static responsive
According to Facebook JUST 0.02% of stories actually make it to the news feed, and who will it be? Cadbury, Toyota, Telstra? Will yours?
Action NFO Fans SEO Like average increase Low Comments higher No Medium Share higher yes High
www.theonlinecircle.com
Pre and post execution
How users interact Focus in filling the blank box. 90%+ interaction on People’s stream rather than the proper page www.theonlinecircle.com
How users interact Overall 55% increase in interactions with Visual messages. www.theonlinecircle.com/resources
1. Keep Posts Short 2. Ask Questions (if you have an audience) 3. Post Towards the End of the Week 4. Exclusive Content 5. Provide instant gratification and a quick fix 6. Talk to users by their name (Social Validation) 7. Put the most important action to be done first 8. Scarcity works (along with exclusivity is even better) 9. Build reciprocity by giving something for free 10. Food, sex and danger 11. Speak to your fans by using the word ‘You’ 12. Get your visitors to make a commitment 13. Use images that demonstrate similarity and attractiveness 14. Be a master at telling stories 15. Test, Measure and Improve
From Crisis to Engagement www.theonlinecircle.com
www.theonlinecircle.com
www.theonlinecircle.com
Behavioural Target •Sponsored stories (Likes and Post) + •acquisition ads Affiliate Marketing Paid Display www.theonlinecircle.com
Results – 10 days • Facebook growth of apr. 3k • Engagement rate from nil to 60% • Movie entries – over 1,400 entries • Double opt in – over 600 names • Facebook exposition – 213,560 impressions • Online footprint – exposed to about 300k Australians • 37 mentions from blogs to forums www.theonlinecircle.com
www.theonlinecircle.com/resources jeff@theonlinecircle.com lucio@theonlinecircle.com ( @lucio_ribeiro )

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Social Media Engagement

  • 1. Social media to IMPROVE CONSUMER experience and ENGAGEMENT www.theonlinecircle.com Social Media Engagement
  • 2.
  • 4. POEM System Earned Media Owned Paid Media Media 4-May-11 www.theonlinecircle.com
  • 5. 4-May-11 www.theonlinecircle.com
  • 6. • Conversations • Arguments • Instructions • Information • News • Advice • Gossip • Research • Opinions • Facts • Reflections • Questions • Stories • Music • Art • Insight www.theonlinecircle.com
  • 7. 4-May-11 www.theonlinecircle.com 7
  • 8. 1. Inexperienced representatives 2. Fragmentation 3. Cloning strategies for different platforms 4. Stale or simplistic content 5. Mistaking personal Social Media use with business expertise 6. Little or no Brand Monitoring 7. Little or no Competitor Monitoring 4-May-11 www.theonlinecircle.com
  • 9.
  • 10. 1. Inexperienced Representatives Recovery Cost estimated to be $10M+
  • 11.
  • 12.
  • 13. 34,191 Monthly Active Users ----------------------------------------- = 44.5% Engagement 76,833 Lifetime Likes www.theonlinecircle.com
  • 14. One strategy rather than 100 tactics Uninformed Trolls Fraudsters Spectators The The (affected by Customers Advocates bystander effect) Inform and convert Identify Empower, Inform Entitle to Neutralise and break and grow act attention and Neutralis bystander discourage taking e using and give him out of the fear them social centre of validation to attention be active "Even if this is true......" "Although this is on-topic....." "I disagree...." "Yes, but....." 14 "Can you provide a source for this...." NOT FOLLOW UPS
  • 17. Social Media Off Line – Mass Media Individuals Collective Users are Active Passive Users are Brave Shy Users Watch and Speak Out Watch and Sleep An Interactive Medium Essentially One Way Anonymity N / A (as not engaging) Driver’s Seat Passenger Seat Solitary Collective Easily access and influence their contacts Accessing and influencing takes more effort Listening and Speaking Speaking and shouting Repetition not always best Repetition works
  • 18. Social Media Off Line – Mass Media Building Relationships and Brand Building awareness and driving people to a buying decision Pull and Push (Philosophical) Push (Philosophical) Serving the consumer Serving the brand Tactical approach Tactical approach Creative for web Creative adapted for web Based on engagement and experience Based on visual and art Content Creation (volume and dynamic) Short Content Content nimble, quick, conversational and Content largely locked in and static responsive
  • 19.
  • 20. According to Facebook JUST 0.02% of stories actually make it to the news feed, and who will it be? Cadbury, Toyota, Telstra? Will yours?
  • 21. Action NFO Fans SEO Like average increase Low Comments higher No Medium Share higher yes High
  • 23. Pre and post execution
  • 24. How users interact Focus in filling the blank box. 90%+ interaction on People’s stream rather than the proper page www.theonlinecircle.com
  • 25. How users interact Overall 55% increase in interactions with Visual messages. www.theonlinecircle.com/resources
  • 26. 1. Keep Posts Short 2. Ask Questions (if you have an audience) 3. Post Towards the End of the Week 4. Exclusive Content 5. Provide instant gratification and a quick fix 6. Talk to users by their name (Social Validation) 7. Put the most important action to be done first 8. Scarcity works (along with exclusivity is even better) 9. Build reciprocity by giving something for free 10. Food, sex and danger 11. Speak to your fans by using the word ‘You’ 12. Get your visitors to make a commitment 13. Use images that demonstrate similarity and attractiveness 14. Be a master at telling stories 15. Test, Measure and Improve
  • 27.
  • 28. From Crisis to Engagement www.theonlinecircle.com
  • 31. Behavioural Target •Sponsored stories (Likes and Post) + •acquisition ads Affiliate Marketing Paid Display www.theonlinecircle.com
  • 32. Results – 10 days • Facebook growth of apr. 3k • Engagement rate from nil to 60% • Movie entries – over 1,400 entries • Double opt in – over 600 names • Facebook exposition – 213,560 impressions • Online footprint – exposed to about 300k Australians • 37 mentions from blogs to forums www.theonlinecircle.com
  • 33. www.theonlinecircle.com/resources jeff@theonlinecircle.com lucio@theonlinecircle.com ( @lucio_ribeiro )