Social Media Engagement - Irene Zalami presentation at Figaro Digital
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1 st 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
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Two thirds of Britons don’t want to ‘engage’ with brands in Social Media. So why do we bother and how can we improve this statistic? Web Liquid Sr. Account Director Irene Zalami explains, in a talk presented at Figaro Digital (November 2011). http://www.webliquidgroup.com/blog/client-results/social-media-engagement/
Transcript of Social Media Engagement - Irene Zalami presentation at Figaro Digital
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: [email protected] T: @Boucle_d_or
