1st December 2011

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?

Presented by : Irene Zalami

Senior Account Director

Web Liquid Group

www.webliquidgroup.com

Social Media has truly changed the traditional notion of how companies

…connect, engage and evolve relationships with prospects & customers

“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

What I’ll be delivering …

• Main barrier to successful Social Media engagement

• The importance of community engagement

• Five “P’s” of successful

engagement

Placing Tactics before Strategy

Biggest barrier to turning Social Media into a

competitive advantage…

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

http://www.webliquidgroup.com/blog/knowledge/does-facebook-post-engagement-create-reach/

… because your loyal Brand Ambassadors will do the work for you.

Case Study | Cass Business School

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,

Objectives

Social Media: The Cass Context

• 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

Student Intake| YoY Results

So… what are the secrets to building impactful and meaningful Social Media engagement?

The Five “P’s” of Engagement…

Define your purpose for engaging in Social Media

1. Proposition

Deliver genuine value to your community

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

2. People

Complete a Competency Gap Analysis Define specific Recruitment needs Hold holistic training to empower team

3. (be) Provocative & Personal

Be Provocative, yet Human

3. (be) Provocative & Personal

Be Provocative, yet human Make it personal Keep them “warm” Keep it short and sweet

4. POLICIES

• 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

Bad use of “policy” & engagement!

All Staff Social Media Policy Social Media Authorised Spokespeople Policies • Risk Assessment, Crisis Mitigation & Escalation • Rules of Engagement Policies

Social Media Community Policy & SLA

4. POLICIES

4. POLICIES

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

Golden Rules of Engagement

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

5. PROCESS

Once you’re there…

Say “Thank you”...

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”

De

1. Proposition

2. People

3. (Be) Provocative & Personal

4. Policies

5. Process

• Define purpose for Engaging in Social Media • Add genuine value to your community

• This is an example text. • This is an example text.

• Undertake Competency Gap Assessemnt • Recruite to meet requirements • Faciliate training to Empower Social Media Authorised Spokespeople

• Be Provocative, yet human • Make it Personal • Keep it short, sweet & visible

• All Staff Policy on Social Media • Comprehesive Social Media Authorised Spokespeople Policies • Social Media Community Policy & SLA

• Community Engagement Process • Measurement, optimisation & knowledge sharing Process • Process to track active participants

You can succeed by addressing the “Five P’s of Engagement”

Feedback?

Thank you…

Questions?

Irene Zalami Senior Account Director Web Liquid Group D: +44 (0) 20 7251 7053 E: irene@webliquidgroup.com T: @Boucle_d_or