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Engage101 what-is-engagement

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Joseph Latteri
Joseph Latteri

The document provides an agenda and overview for an mBuzz Sales Education workshop on social engagement. It defines social engagement, outlines five stages of a social business from monitoring to monetization, and provides examples. Trainees will research a prospect, analyze what stage their social activities indicate, identify a pain point, and create a 2-3 slide pitch presentation to share with their office group. The goal is to help trainees understand social engagement and how to assess prospects' social media strategies.

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mBuzz Sales Education Engage 101: What is Social Engagement?
Agenda I. Presentation (45 minutes) ? What is Social Engagement? ? Stages of a Social Business + Use Cases ? Identifying Social Stages II. Q&A (15 minutes) ? Please use the Chat functionality to send Questions during the presentation III. Individual Office Workshops (60 minutes) ? Build your slides (15 minutes) ? Present your slides to your team (5 minutes each) 1
What is Social Engagement? ? What is it? ? Socially active versus socially engaged¡­what¡¯s the difference? ? What are the goals of social engagement? ? How do I identify a socially active business? 2
Stages of a Social Business Meltwater Buzz Engage Module Marketing Module Monitor Acquire Engage Develop Monetize Example: Dell Outlet 3
Stage I: Monitoring Company Profile ? Are focused on the analytics of brand mentions on social networks ? May have established social accounts on Twitter and Facebook, but not very active ? Not actively promoting their social presence through other marketing activities ? Primary goal is to understand brand sentiment, themes and volume on social networks ? MOST larger brands are beyond this stage 4
Stage I: Monitoring ? Understand social conversation and brand sentiment Goals ? Determine volume ? Passive Social Activity ? Some posts ? Brand mentions Metrics ? Brand sentiment ? Themes ? Comprehensive platform Pain Points ? In-depth analysis & reporting ? Quick synthesis of data 5
Monitoring Use Cases ? Marketing strategy ? Enhancing customer service These are the actual use cases ? Media planning that survey ? Search engine optimization respondents cited for their social ? Search engine marketing monitoring efforts ? Display advertising optimization Source: WebLiquid and RSW/US, July 2011 Survey 8
Example of Stage I (Monitoring) Company: Morgan Stanley ? No links to social accounts on website ? No ¡°official¡± Twitter account ? Very aware of Twitter: ? Morgan Stanley¡¯s Twitter Initiative (WSJ) ? Highly regulated industry ? Reputation and brand are important 9
Stage II: Social Contact Acquisition Company Profile ? Moving beyond passive listening ? Established social accounts on Twitter and Facebook ? Not a huge number of followers / Likes ? Posting content and responding to inquiries ? Promoting their social presence through other marketing activities ? Primary goal is to develop their social presence 10
Stage II: Social Contact Acquisition ? Build awareness Goals ? Drive fan base (follows, likes) ? Understanding ? Post curated and original content Social ? Direct engagement ? Drive contacts to social Activity ? Monitoring ? Twitter Followers & Facebook Likes ? Social shares Metrics ? Brand mentions, sentiment ? Themes ? Finding social community ? Developing social presence Pain Points ? Identifying best content and channels ? Understanding their audience 11
Contact Acquisition Use Cases ? Brand awareness ? Brand affinity ? Basis for social marketing campaigns and growth ? Social contests and crowdsourcing ? Community development 12
Example of Stage II (Acquisition) Company: Cigna ? Social links from their website (but not prominent) ? Developing their following through unique content and engagement ? Active on Twitter and Facebook but not a huge amount of engagement ? Content strategy 13
Stage III: Social Engagement Company Profile ? Formal goals and strategy ? Dedicated resource(s)/staffing for social media ? Proactively engaging new people in direct conversation ? Active response and escalation process ? Very interested in understanding value, return ? May be using a free tool and unhappy with limitations ? Analytics are very important 14
Stage III: Social Engagement ? Drive awareness ? Find and engage current/potential customers Goals ? ? Participate in and develop social community Develop trusted relationships ? Promote advocacy Social ? ? Regular posts and content sharing Original content designed for social sharing ? User-generated content campaigns Activity ? Direct engagement and proactive outreach ? Twitter @messages and mention ? Twitter re-tweets Metrics ? ? Facebook comments & shares UGC participation ? Mentions & Sentiment ? Finding/identifying target customers, influencers, advocates ? Managing direct conversations (identification, workflow) Pain Points ? ? Managing brand-related conversations Determine best content and channels ? Understanding success, growth 15
Social Engagement Use Cases ? Brand awareness and development ? Customer development ? Community development ? Customer service ? Product research ? Sales promotion & support 16
Example of Early Stage III Co: Hoover¡¯s Inc. ? Social links from website (not prominent) ? Mostly content posting; occasional engagement ? Active on Twitter and Facebook ? Using free tool for engagement (Hootsuite) ? Lots of ¡°Fans¡±¡­but now what? 17
Example of Mid/Late Stage III Co: Lush Cosmetics UK 18
Example of Stage III Co: Lush Cosmetics UK 19
Stage IV: Relationship Development Company Profile ? Has developed a social contact base ? Has developed a social media strategy & goals ? Either for short term (campaign) or long term (integrated marketing, customer support, etc.) ? Has started to drive that strategy ? Looking to drive deeper engagement that will lead to one or more actions or results that are measurable and impactful 20
Stage IV: Relationship Development ? Drive relationships with contacts to specific actions or Goals results ? Cultivate social community to drive advocacy ? Coordinated social campaigns (opt-in) Social Activity ? All other primary social content & activity ? Campaign metrics (opt- Metrics in, actions, participation, mentions, etc.) ? Core metrics ? Selecting/segmenting social targets Pain Points ? Measuring and evaluating campaign effectiveness 21
Relationship Development Use Cases ? General opt-in: Marketing newsletter, offers, downloads, notifications, etc.) ? Campaign opt-in: Opt-in/sign-up for specific campaign, including updates, social participation ? Campaign participation: Upload, vote, raise awareness, etc. 22
Example of Stage IV (Relationship) Co: Rubbermaid Corp. ? Social links from website ? Integrated content (blog, Twitter, FB) ? Utilizing contests via connected blogs to draw and promote ? Active and engaged on Twitter and Facebook ? Opt-in opportunities for email, promos, etc. ? Still an opportunity!!! 23
Stage V: Monetization Company Profile ? Using social media to drive commerce ? Offers ? Promotions ? Sales leads ? Coordinated efforts with other media and properties ? Website ? Advertising/SEM ? Print and media ? Events & sponsorships 24
Stage V: Monetization Goals ? Drive action with measurable impact Social ? Specific campaign promotional activity (posts, DMs, coordinated media) Activity ? Primary social activities ? Campaign metrics Metrics (revenue, redemptions, downloads, etc.) ? Primary social metrics ? Campaign management Pain Points ? Campaign measurement ? Identify true influencers 25
Monetization Use Cases ? Social offers/sales promotions ? Coupons ? Time-limited sales ? Social contests and sweepstakes ? Crowdsourcing 26
Example of Stage V (Monetization) Co: BestBuy ? Many ways to engage with the company ? Social part of corporate culture; anyone can participate ? Focused on supporting their main business ? Social is part of their integrated marketing strategy and executed extremely well ? They still aren¡¯t immune to mistakes! 27
Identifying a Prospect¡¯s Social Stage Where to Look What to Look For ? First, one stage may not follow another¡­this is the Website Social links & prominence Wild Wild West! Blog Social links (share this) ? What you¡¯re looking for are the 3 pillars: Twitter Followers Listed ? Goals ¨C Activities ¨C Metrics Engagement Content Tools used Facebook Likes Engagement Content Integration/Campaigns 28
Social Business Summary Stage Goals Social Activities Metrics Pain Points Monitoring Understand Little or none Volume Coverage Measure Sentiment In-depth analysis Quick understanding of data Contact Awareness Posting Followers / Likes Social community Acquisition Connection Cross-media promo Social shares Social presence Direct engagement Volume & sentiment Best content, channels Contests Understanding audience Direct Direct conversation Posting Conversation volume Finding targets / Engagement Drive awareness Original content Comment volume influencers advocates Engage community UG content Participation/sharing Managing Inbox Drive advocacy Direct engagement Sentiment Managing brand convos Outreach Best content, channels Analysis (growth) Relationship Drive actions Social relationship Campaign metrics Segmentation Development Cultivate campaign messages (opt-ins, sign-ups) Measuring campaigns community Primary social content Primary metrics Drive advocacy & activity Monetization Drive purchase Social campaigns Desired outcomes Campaign management Primary social content (redemptions, sales, Campaign measurement & activity downloads) Identify true influencers 29 Primary metrics
Workshop 1. Each team member should research a prospect and create slides: 15 ¨C 20 1. Select one of their active prospects, research their social activity & determine stage minutes 2. Determine a potential pain point and create 2 ¨C 3 slides to pitch the problem and solution 2. Each team member should present their slides to their office group for feedback and to share ideas (3 ¨C 5 minutes each) 3. Post your slides to the mBuzz Intranet: ? Name it: Engage101-[StageName]-[CompanyName].pptx Monitoring Development Acquisition Monetization Engagement ? Post it: Post your slides to the mBuzz Intranet at: ¨C https://workspace.meltwaterdrive.com/mwgroup/mbuzz/sales_education/engage_101/engage_101_workshop 1. Take the mBuzz Sales Education survey (Password: engage): ? http://www.surveymonkey.com/s/YYWWXNL 30

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Engage101 what-is-engagement

  • 1. mBuzz Sales Education Engage 101: What is Social Engagement?
  • 2. Agenda I. Presentation (45 minutes) ? What is Social Engagement? ? Stages of a Social Business + Use Cases ? Identifying Social Stages II. Q&A (15 minutes) ? Please use the Chat functionality to send Questions during the presentation III. Individual Office Workshops (60 minutes) ? Build your slides (15 minutes) ? Present your slides to your team (5 minutes each) 1
  • 3. What is Social Engagement? ? What is it? ? Socially active versus socially engaged¡­what¡¯s the difference? ? What are the goals of social engagement? ? How do I identify a socially active business? 2
  • 4. Stages of a Social Business Meltwater Buzz Engage Module Marketing Module Monitor Acquire Engage Develop Monetize Example: Dell Outlet 3
  • 5. Stage I: Monitoring Company Profile ? Are focused on the analytics of brand mentions on social networks ? May have established social accounts on Twitter and Facebook, but not very active ? Not actively promoting their social presence through other marketing activities ? Primary goal is to understand brand sentiment, themes and volume on social networks ? MOST larger brands are beyond this stage 4
  • 6. Stage I: Monitoring ? Understand social conversation and brand sentiment Goals ? Determine volume ? Passive Social Activity ? Some posts ? Brand mentions Metrics ? Brand sentiment ? Themes ? Comprehensive platform Pain Points ? In-depth analysis & reporting ? Quick synthesis of data 5
  • 7. Monitoring Use Cases ? Marketing strategy ? Enhancing customer service These are the actual use cases ? Media planning that survey ? Search engine optimization respondents cited for their social ? Search engine marketing monitoring efforts ? Display advertising optimization Source: WebLiquid and RSW/US, July 2011 Survey 8
  • 8. Example of Stage I (Monitoring) Company: Morgan Stanley ? No links to social accounts on website ? No ¡°official¡± Twitter account ? Very aware of Twitter: ? Morgan Stanley¡¯s Twitter Initiative (WSJ) ? Highly regulated industry ? Reputation and brand are important 9
  • 9. Stage II: Social Contact Acquisition Company Profile ? Moving beyond passive listening ? Established social accounts on Twitter and Facebook ? Not a huge number of followers / Likes ? Posting content and responding to inquiries ? Promoting their social presence through other marketing activities ? Primary goal is to develop their social presence 10
  • 10. Stage II: Social Contact Acquisition ? Build awareness Goals ? Drive fan base (follows, likes) ? Understanding ? Post curated and original content Social ? Direct engagement ? Drive contacts to social Activity ? Monitoring ? Twitter Followers & Facebook Likes ? Social shares Metrics ? Brand mentions, sentiment ? Themes ? Finding social community ? Developing social presence Pain Points ? Identifying best content and channels ? Understanding their audience 11
  • 11. Contact Acquisition Use Cases ? Brand awareness ? Brand affinity ? Basis for social marketing campaigns and growth ? Social contests and crowdsourcing ? Community development 12
  • 12. Example of Stage II (Acquisition) Company: Cigna ? Social links from their website (but not prominent) ? Developing their following through unique content and engagement ? Active on Twitter and Facebook but not a huge amount of engagement ? Content strategy 13
  • 13. Stage III: Social Engagement Company Profile ? Formal goals and strategy ? Dedicated resource(s)/staffing for social media ? Proactively engaging new people in direct conversation ? Active response and escalation process ? Very interested in understanding value, return ? May be using a free tool and unhappy with limitations ? Analytics are very important 14
  • 14. Stage III: Social Engagement ? Drive awareness ? Find and engage current/potential customers Goals ? ? Participate in and develop social community Develop trusted relationships ? Promote advocacy Social ? ? Regular posts and content sharing Original content designed for social sharing ? User-generated content campaigns Activity ? Direct engagement and proactive outreach ? Twitter @messages and mention ? Twitter re-tweets Metrics ? ? Facebook comments & shares UGC participation ? Mentions & Sentiment ? Finding/identifying target customers, influencers, advocates ? Managing direct conversations (identification, workflow) Pain Points ? ? Managing brand-related conversations Determine best content and channels ? Understanding success, growth 15
  • 15. Social Engagement Use Cases ? Brand awareness and development ? Customer development ? Community development ? Customer service ? Product research ? Sales promotion & support 16
  • 16. Example of Early Stage III Co: Hoover¡¯s Inc. ? Social links from website (not prominent) ? Mostly content posting; occasional engagement ? Active on Twitter and Facebook ? Using free tool for engagement (Hootsuite) ? Lots of ¡°Fans¡±¡­but now what? 17
  • 17. Example of Mid/Late Stage III Co: Lush Cosmetics UK 18
  • 18. Example of Stage III Co: Lush Cosmetics UK 19
  • 19. Stage IV: Relationship Development Company Profile ? Has developed a social contact base ? Has developed a social media strategy & goals ? Either for short term (campaign) or long term (integrated marketing, customer support, etc.) ? Has started to drive that strategy ? Looking to drive deeper engagement that will lead to one or more actions or results that are measurable and impactful 20
  • 20. Stage IV: Relationship Development ? Drive relationships with contacts to specific actions or Goals results ? Cultivate social community to drive advocacy ? Coordinated social campaigns (opt-in) Social Activity ? All other primary social content & activity ? Campaign metrics (opt- Metrics in, actions, participation, mentions, etc.) ? Core metrics ? Selecting/segmenting social targets Pain Points ? Measuring and evaluating campaign effectiveness 21
  • 21. Relationship Development Use Cases ? General opt-in: Marketing newsletter, offers, downloads, notifications, etc.) ? Campaign opt-in: Opt-in/sign-up for specific campaign, including updates, social participation ? Campaign participation: Upload, vote, raise awareness, etc. 22
  • 22. Example of Stage IV (Relationship) Co: Rubbermaid Corp. ? Social links from website ? Integrated content (blog, Twitter, FB) ? Utilizing contests via connected blogs to draw and promote ? Active and engaged on Twitter and Facebook ? Opt-in opportunities for email, promos, etc. ? Still an opportunity!!! 23
  • 23. Stage V: Monetization Company Profile ? Using social media to drive commerce ? Offers ? Promotions ? Sales leads ? Coordinated efforts with other media and properties ? Website ? Advertising/SEM ? Print and media ? Events & sponsorships 24
  • 24. Stage V: Monetization Goals ? Drive action with measurable impact Social ? Specific campaign promotional activity (posts, DMs, coordinated media) Activity ? Primary social activities ? Campaign metrics Metrics (revenue, redemptions, downloads, etc.) ? Primary social metrics ? Campaign management Pain Points ? Campaign measurement ? Identify true influencers 25
  • 25. Monetization Use Cases ? Social offers/sales promotions ? Coupons ? Time-limited sales ? Social contests and sweepstakes ? Crowdsourcing 26
  • 26. Example of Stage V (Monetization) Co: BestBuy ? Many ways to engage with the company ? Social part of corporate culture; anyone can participate ? Focused on supporting their main business ? Social is part of their integrated marketing strategy and executed extremely well ? They still aren¡¯t immune to mistakes! 27
  • 27. Identifying a Prospect¡¯s Social Stage Where to Look What to Look For ? First, one stage may not follow another¡­this is the Website Social links & prominence Wild Wild West! Blog Social links (share this) ? What you¡¯re looking for are the 3 pillars: Twitter Followers Listed ? Goals ¨C Activities ¨C Metrics Engagement Content Tools used Facebook Likes Engagement Content Integration/Campaigns 28
  • 28. Social Business Summary Stage Goals Social Activities Metrics Pain Points Monitoring Understand Little or none Volume Coverage Measure Sentiment In-depth analysis Quick understanding of data Contact Awareness Posting Followers / Likes Social community Acquisition Connection Cross-media promo Social shares Social presence Direct engagement Volume & sentiment Best content, channels Contests Understanding audience Direct Direct conversation Posting Conversation volume Finding targets / Engagement Drive awareness Original content Comment volume influencers advocates Engage community UG content Participation/sharing Managing Inbox Drive advocacy Direct engagement Sentiment Managing brand convos Outreach Best content, channels Analysis (growth) Relationship Drive actions Social relationship Campaign metrics Segmentation Development Cultivate campaign messages (opt-ins, sign-ups) Measuring campaigns community Primary social content Primary metrics Drive advocacy & activity Monetization Drive purchase Social campaigns Desired outcomes Campaign management Primary social content (redemptions, sales, Campaign measurement & activity downloads) Identify true influencers 29 Primary metrics
  • 29. Workshop 1. Each team member should research a prospect and create slides: 15 ¨C 20 1. Select one of their active prospects, research their social activity & determine stage minutes 2. Determine a potential pain point and create 2 ¨C 3 slides to pitch the problem and solution 2. Each team member should present their slides to their office group for feedback and to share ideas (3 ¨C 5 minutes each) 3. Post your slides to the mBuzz Intranet: ? Name it: Engage101-[StageName]-[CompanyName].pptx Monitoring Development Acquisition Monetization Engagement ? Post it: Post your slides to the mBuzz Intranet at: ¨C https://workspace.meltwaterdrive.com/mwgroup/mbuzz/sales_education/engage_101/engage_101_workshop 1. Take the mBuzz Sales Education survey (Password: engage): ? http://www.surveymonkey.com/s/YYWWXNL 30