beyond engagement: creating social media programs that move people to act

HDC / Making the world more active.

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S O C I A L M E D I A + P R

Beyond Engagement: Creating Social Media Programs that Move People to Act

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Al Krueger (@alkrueger)Hanson Dodge CreativePartner | VP Social Media + PROctober 11, 2011

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What has been one of the common themes today?

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BRANDS ARE USING SOCIAL MEDIA TO GET PEOPLE TO TAKE ACTION. to buy. to attend. to listen. to participate. to do something.

What has been one of the common themes today?

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What is action?

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action |ˈak sh ən|noun

1 the process of doing something, typically to achieve an aim

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MOVING PEOPLE TO ACTIONDOESN’T HAPPEN BY ACCIDENT.

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What social media programs have lead you to do something you might not have done on your own anyway?

Opening Question?

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Did you buy anything, attend an event or share information with someone else?

Question?

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Have any of the programs made you FEEL anything?

Question?

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OF YOU FOLLOW BRANDSIN SOCIAL MEDIA?

How many

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DO YOU FOLLOW?How many

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How many brands do you follow?

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source: getsta,sfac,on.com

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FOLLOW THESE BRANDS?Why do you

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What makes people want to follow brands?

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What do youDO WHEN YOU FOLLOW?

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What do you do when you follow?

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CONNECT THE WORLD’SLEADING BRANDS TOPEOPLE’S PASSIONS.

Every day we

Have you thought about what your brand needs to do every day to connect with your customers?

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Everything you do must flow from a strategic brand approach. Your social media program must start with deliberate and thoughtful strategy.

STARTING WITH STRATEGY.

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Meaningful storytelling that engages.

CUSTOMIZED CAMPAIGNS FOR SPECIFIC OUTCOMES.

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What do you want your brand to mean to your customers? What do your customers need to know about your brand to believe in you? What is interesting about your brand? What one thing can you hang your hat on? Would anything happen if your brand never existed? What do you need your customers to know about your brand before you do your next event or launch a new product?


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Now, how do you tell the right stories to your customers so they learn what you want them to learn?


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Craft meaningful, timely and powerful stories that impact the media as well as prospects that you desire to mobilize to purchase your products, attend your events and use your services through the right platforms.

TELLING STRATEGIC STORIES IN SOCIAL MEDIA IS AN ART FORM.

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Are you going beyond simple “what, when, where and who” stories and digging in to share the “how, why and by whom?”

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YOUR BRAND IS A LIVING AND BREATHING THING.

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Foster a narrative with your consumers.

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FOSTER A NARRATIVE WITH YOUR CUSTOMERS

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Keep it Simple.

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Foundational Storytelling.

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Stories that will lay a solid foundation for your brand in social media. It’s a starting point.

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Koss Videos


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• Commitment• Awareness• Engagement• Belonging • Recall / Action• Conversion• Sales• Targeted results• Promotions and campaigns

STRATEGIC SOCIAL MEDIA PROGRAMS CAN BE BUILT TO DELIVER:

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MOVING PEOPLE TO ACTIONDOESN’T HAPPEN BY ACCIDENT.

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MOVE PEOPLE TO ACT.- Koss Corporation social media kick off campaign includes a month-long Facebook contest supported by targeted Facebook ad campaign, fan-gated custom tab for branding and contest entries, email, video series and key design elements.

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MOVE PEOPLE TO ACT.

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Design programs to inspire people to do something meaningful together. This camaraderie is based on an undeniable bond, a bond of understanding and trust between your brand and your customers.

ALL TOGETHER NOW.

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Connection + Engagement = Empowerment

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social media contests?

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PHASES?

FACEBOOK ADVERTISING?

community size?

ENGAGEMENT LEVEL?

what happens next?

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strategic planning & messaging

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BRAND FOCUS

CLEAR BRAND CHAMPIONS

build a social media community

BUILD FOUNDATIONAL UNDERSTANDING

an engaged audience who will act.launch new products propelled by

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MAKING THE WORLD MORE ACTIVE.™

Contact:Al Krueger, Partner | VP Social Media + PR [email protected]

@alkruegerfacebook.com/al.kruegerlinkedin.com/in/alkrueger

Hanson Dodge Creative is relentless about pushing the boundaries of engagement to deliver integrated solutions that work.

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beyond engagement: creating social media programs that move people to act

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