091130 - engaging conversation presentation to ngos

Digital Masterclass:Engaging your communities & evaluating success.

Why?

• 2 billion• Over 300M• 8 million• 350,000• 1.8 million• 85

pieces of content created a weekpeople on Facebook alonenew fans a day active applications on Facebook number on Twitter in UKaccounts followed on average

Because you don’t have a choice

Determined communities will engage with your brand regardless of what you do.

Advertising Public Relations Social MediaPush Messaging

driven by

agegender

raceincome

geography

User querydriven by

needdesire

passionwhim

curiosity

Content-drivenvia intermediary

newstrends

informationeducation

entertainment

Controlled message

Content drivenIntent driven

Open conversation

Intent is the new demographic

Intent into interactionIntent

- Search - Share - Communicate - Be entertained - Be creative - Influence others

QueryFiltered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search

Destination User chooses destination based on: - Content - Credibility - Trust

Interaction - With other users - Brands - Organisations

Content must resonate with

User IntentMessages must come from

Trusted Voices

Engagement must include Transparency and

Feedback

7 strategies for online engagement

RelationshipBuilding

ContentCreation

DestinationDevelopment

Social MediaOptimisation

Invite users into your space

Social Media Ambassadors

Blogger Outreach

Intranet 2.0

Socialise Content

Create new spaces: Digital Communities

Engagement ‘Menu’

12

45

3

67

Fish where the fish are

Scenario one• Facebook page for

raising awareness of its cause

• How to grow a stalled fan base?

• Who is your audience?• What opportunity are

you giving them to engage?

• What have you last done that is remarkable?

Scenario two• Keeping a consistent

tone of voice on Twitter• Coping with regulation• Motivating contributors

• Set out social media rules of engagement

• Pre-approve topic areas rather than every post

• Use metrics to generate a competition between tweeters

Scenario three• Encouraging

discovery and dialogue via short films and photo essays

• How to engage

• Atomise• Optimise• Seed through

online media and blogger relations

What about measurement?

• Benchmark

• Ongoing measurement

• RoE (return-on-engagement)

Lay of the land, set campaign goals

Optimise campaign, spot opportunities

Flaunt our awesomeness

More KPIs than you can possibly imagine

Alerts Bookmarks

Comments

Downloads

EmailSubscriptions

Fans

Favourites Feedback

Followers

Forward to a friend

GroupsInstallwidget

Invite | refer

Love this | like thisMessaging

Personalisation

Posts

Profileupdate

Print page

RatingsRatings

Registeredusers

Report spam | abuseReviews

SettingsSocial media sharing

Social mediaparticipation

tagging

Testimonials Time spenton page

Traffic source

Total contributorsv active contributors

Uploads

Widgets Views Wishlists

You want people to love your website

Alerts Bookmarks

Comments

Downloads

EmailSubscriptions

Fans

Favourites Feedback

Followers

Forward to a friend

GroupsInstallwidget

Invite | refer

Love this | like thisMessaging

Personalisation

Posts

Profileupdate

Print page

RatingsRatings

Registeredusers

Report spam | abuseReviews

SettingsSocial media sharing

Social mediaparticipation

tagging

Testimonials Time spenton page

Traffic source

Total contributorsv active contributors

Uploads

Widgets Views Wishlists

You want people to store & share things

Alerts Bookmarks

Comments

Downloads

EmailSubscriptions

Fans

Favourites Feedback

Followers

Forward to a friend

GroupsInstallwidget

Invite | refer

Love this | like thisMessaging

Personalisation

Posts

Profileupdate

Print page

RatingsRatings

Registeredusers

Report spam | abuseReviews

SettingsSocial media sharing

Social mediaparticipation

tagging

Testimonials Time spenton page

Traffic source

Total contributorsv active contributors

Uploads

Widgets Views Wishlists

You want people to make a noise

Alerts Bookmarks

Comments

Downloads

EmailSubscriptions

Fans

Favourites Feedback

Followers

Forward to a friend

GroupsInstallwidget

Invite | refer

Love this | like thisMessaging

Personalisation

Posts

Profileupdate

Print page

RatingsRatings

Registeredusers

Report spam | abuseReviews

SettingsSocial media sharing

Social mediaparticipation

tagging

Testimonials Time spenton page

Traffic source

Total contributorsv active contributors

Uploads

Widgets Views Wishlists

Just because it can be measured, doesn’t mean it should be

One more word about measurement

Holistic

Google Analytics: quick tour

Google Analytics: quick tour

Google Analytics: quick tour

Some words about engagement

Be nice

Be useful

Be remarkable

A community starts with one person, make sure it’s the right one.

Here’s somethingwe made earlier.

Strength for caring

CML Earth

Love is respectLiz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse

Bring campaign content, including videos, information and user-generated content, to popular social networking

Webby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube

One last thought…

• Portumna has been a commercial centre for centuries

• Position at a strategic crossing point on the river Shannon

• Local shopkeepers who’ve know my family for at least four generations

• Understand their consumer needs

• Life-long relationshipsWe’re trying to ‘bottle this lightning’ with online marketing!

Thanks.http://ruderfinn.co.uk | @ruderfinnuk