Delivering Delight: A new approach to audience engagement through social media (and other things)

Delivering delight on both sides of the screenA new approach to audience engagement through social media (and other things) Social Capital Conference 2014 | July 26, 2014

Hey there #SoCapOtt’ers, I’m Joe!• Director of Communications

Association of Canadian Financial Officers

• Program Coordinator (Social Media, Digital Analytics)Algonquin College

• Lifestyle and Parenting BloggerYummy Mummy Club

• Twitter@joeboughner

• LinkedInwww.linkedin.com/in/joeboughner

@joeboughner#SoCapOtt

Before we start, a bit of housekeeping• “Slow it down!

• “Clean it up!”

• “Dumb it down!”


Ok, let’s DO this!



“The secret is to be standing on both sides of the counter at the same time.”

- Alvah C. RoebuckCo-founder of Sears

Right. On to journey maps• Said fancily

The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service (servicedesigntools.org)

• Said simplyIt’s a map that shows every touchpoint you have with your customers / members / user / whatever


Maps are the new funnels• Marketing / sales funnels focused on the

organization. Maps focus on the user’s experience

• For every single interaction point on a map, you need to ask yourself:

• What is the goal of this interaction?

• Are we achieving our goals with these interactions?

• Do we have the content needed to support the successful completion of these goals?

• Is there an opportunity to elevate to a higher-value persona?


Our website

Other online

Email

In store

Other offline

Yay they bought a thing!




Deceptively simple• In reality, each channel is often managed by

different teams (especially online v. offline)

• Marketing metrics zero in on performance by channel; don’t make connection to bigger journey

• Elevation is often ignored


We’ll come back to this. But first…


The Venn Diagram that

changed my life!


@jonnykaldor@kaldorgroup

So what am I getting at?


What is engagement?The ability to compel a user to take an action that moves them along their

journey map in a positive direction

Or, even better, elevates them to a higher-value persona


We now pause for a moderately-meandering anecdote that,

if successful, will help connect these dots


@jonnykaldor@kaldorgroup

So to recap:• If engagement is the key to moving people

along their user journeys and elevating them to higher-value personas. . .

• . . . delight is the grease that keeps that wheel spinning


But wait, isn’t this a social media conference?


Social channels are a key to this mix• They allow you to fill in the gaps between

larger points on the map

• They allow you to provide real-time feedback on the success or failure of your other efforts

• They can even help you put people back on track if they fall off of the journey along the way


But beware of common traps• Don’t mistake click-through with

engagement

• Don’t artificially-inflate the value of the channel as compared to others – social tends to be complementary, not primary

• Don’t force moments of delight but don’t get complacent with contentment either



“The secret is to be standing on both sides of the counter at the same time.”

- Alvah C. RoebuckCo-founder of Sears

And that’s that. Questions?


Delivering Delight: A new approach to audience engagement through social media (and other things)

Social Media

Transcript of Delivering Delight: A new approach to audience engagement through social media (and other things)