It's all about engagement.

1. It’s all about engagement! Bruce The Seminar, 6th of May 2011

2. we are social

3. we are a conversation agency

4. social media We help brands

5. social media With three practice areas

6. We believe That engaging in honest and meaningful conversations

7. A team of 85 specialists spread across 6 offices We are an international team

8. It’s all about engagement!

9. It’s all about engagement!

10. The Royal Engagement as a benchmark

11. The ROI of engagement

12. But let’s forget William & Kate for now… Connect with people Connect with web pages Connect with web pagescreated by users 2001 2005 2011

13. Trafic destination has changed… Audience evolution 2009/2010 Networks Brand sites

15. To be deemed relevantBy individuals using search engines

16. Information is consumed within networks

17. Engagement is key for brands… brand brand brand

18. Social media = new demands and habits To relate To communicate To create To comment To recommend To share To build communities And brands are part of these new habits: people are talking about brands and want to engage in conversation with them

19. But how do you create engagement? Understand target communities: Where they exist in social media What do they care about How do they behave Think about how to engage with them: Find topics to approach them Find ways of approaching them Think about an engagement strategy…

20. Find ways to engage with your audience

21. Think about engaging ideas: HP case study How to generate word of mouth about the HP ePrint technology

23. The ePrinttechnology: printfromanywhere by sending an email to your printer

24. Objective: generate new word of mouth about the HP Photosmart Printer and the ePrint technology within the family communities

25. Encourage influencers to try the new printer and experiment the ePrint technologyTHEBRIEF

26. Organise a treasure hunt amongst the bloggers “digital mums” by providing them with a HP Photosmart Premium e-All-in-One printer andsending them clues using the ePrint technology so they can experiment the technology first hand THE IDEA

27. 10 bloggers to win an HP Photosmart Premium and one of them to wina family trip to Disneyland THE INCENTIVE

28. 1 1 Bloggers have to answer 3 questions related to HP if they want to take part to have a chance to take part to the treasure hunt, including the name of the technology enabling to print via email MECANISM

29. 1 2 Out of all the correct answers, 10bloggers are selectedto take part to the treasurehunt and as suchreceive an HP Photosmart Premium MECANISM

30. 1 3 We sent a letter of the alphabet to each of the participating blogger’s printer, asking them to publish the letter on their blog, so they could guess, reading each other’s blog the mystery word… I.M.P.R.I.M.A.N.T.E MECANISM

31. 1 4 We thereforeencouraged the bloggers to publish new blog postsabout the competition and therefore to generateadditionalword of mouth about the ePrinttechnology… MECANISM

32. 1 5 The bloggers who found the mystery word are then invited to find out which sentence is hidden in a « picture word game » sent to their printer… The answer was A-Lys-seau-pays-dés-mer-v-yeuxsoit Alice au Pays des Merveilles MECANISM

33. 1 6 To gethelp fromtheirreaders, bloggerspublished a post about the « picturewordgame » MECANISM

34. 1 7 The gamescarried on, and at the end, once the bloggers have all the clues, theywere able to fill in a crosswordthatindicated to themthe URL of a hidden page. This page revealed the email address of a printer. The first blogger to send us via ePrint a message wins the trip. MECANIQUE

35. RESULTS

36. 53 participatingbloggers

37. 32 of themcontacted us spontaneously to take part in the competition

38. 76 blog post have been published to date

39. 495 comments have been written

40. 150K internet users have come across the campaign

41. Conclusion Understand your target communities, where they behave, the way they behave and what interest them Think about a content which is engaging, shareable, likeable, and adapted to social media The same rules applies when you manage a community on Facebook, Twitter, on a blog, etc.

42. It also works in advertising: Old Spice

43. It also works in advertising: Tippex

44. Thanks.