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Social Media Models and Technology: Engagement Strategies Part 1.

Social Media Models and Technology: Engagement Strategies Part 1. Joanne Jacobs Technology Strategy and Interaction Design Email: joanne@joannejacobs.net Phone: (+44) 07948 318 298 Twitter: @joannejacobs | Skype: bgsbjj. Image source: http://www.flickr.com/photos/76323119@N00/4624692163.

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Social Media Models and Technology: Engagement Strategies Part 1.

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  1. Social Media Models and Technology: Engagement Strategies Part 1. Joanne Jacobs Technology Strategy and Interaction Design Email: joanne@joannejacobs.net Phone: (+44) 07948 318 298 Twitter: @joannejacobs | Skype: bgsbjj Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/76323119@N00/4624692163

  2. Scope of the session • Engagement: meaning and variations • Theories of engagement • Interruption versus permission • Strategic planning revision • Content marketing • Product development • Value chain optimisation • Engagement pitfalls • Measuring performance • Engagement strategy review processes and renewal • Group work (1 hour) Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/31878512@N06/3320122084

  3. Engagement: definitions • Listening • Active participation in conversations • Sharing relevant content • Responding to questions/comments • Ongoing relationship building through combination of the above Like Minds U: Social Media Models & Tech, Feb 2012 Image source: xkcd comic: Decline http://xkcd.com/523/

  4. Engagement is NOT: • Broadcasting of press releases • Repetitive responses to individual questions • Sharing content you have not read • Having an account on a social network. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: Daybreak viewers confused by time – The Media Blog

  5. Engagement theories • Cognitive: intellectual involvement in a task/learning exercise. • Csikszentmihalyi and ‘flow’ • Relational: connection to one’s environment or peers. • Behavioural: active participation in contexts for engagement. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/32931740@N06/3942001028

  6. Engagement: impact Engagement promotes meaning development and influencesSOCIAL CAPITAL. Engagement thus a key factor in the development of TRUST. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/daves-f-stop/5438342864

  7. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/90112214@N00/5194402994

  8. Interruption v. Permission • Just because someone is on a social network doesn’t give you permission to spam them. • Social not a place for cold calling but a place for finding warm leads. • When answering queries, always best to offer help. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/51035768826@N01/22237769

  9. Strategic planning • REMINDER: Strategic planning • REMINDER: Porter’s Generic Strategies • When considering strategies for engagement, you MUST be cognizant of basic strategy theory. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/24742305@N00/5589198258

  10. DEPLOYMENT OF SOCIAL MEDIA Content marketing Product development Value chain optimisation Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/99771506@N00/5578283926

  11. Content marketing • WHAT FOR? • Developing authority in a subject area • Customer service • Sales • HOW? • Research/listening • Responding to queries • Sharing of relevant but not exclusively own content • Not just sales messages • IMPLICATIONS FOR ENGAGEMENT • Danger of being considered a sales voice • Need to ensure engagement is at least 50% responses Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/64484259@N02/6345177046

  12. Product development • WHAT FOR? • Improving products • Increasing customer loyalty • Developing manufacturing relationships • HOW? • Influencer engagement • Product testing • Research on raw materials • Engagement with professional associations and industry groups • IMPLICATIONS FOR ENGAGEMENT • Need to be open to alternatives • Should consider engagement as learning. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/60057912@N00/4649039510

  13. Value chain optimisation • WHAT FOR? • Improving/disintermediating supply and value chains • Discovery of new markets • HOW? • Engagement with users/influencers • B2B engagement within supply chain • Reporting on vertical improvements • IMPLICATIONS FOR ENGAGEMENT • Internal activity transparency (within the chain) • Beware of channel conflict Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/12836528@N00/2731183371

  14. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: xkcd comic: Cat proximity http://xkcd.com/231/

  15. Engagement pitfalls • Engagement will not always be positive – BE PREPARED • Trust is tested by record of performance – BE CONSISTENT • Technology will fail – HAVE A PLAN B. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/31477768@N00/3016839229

  16. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/14829735@N00/3389581452

  17. Strategy components • It’s easy to pitch. Harder to demonstrate performance. • Engagement strategy needs to articulate: • Deployment objectives • How performance should be measured • Failure criteria • How often the strategy should be reviewed • What will change after review. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/75545090@N00/2797849025

  18. Measuring performance • Measurement must align with objectives • Quantitative measures less useful than qualitative • Cost reductions best means of indicating intangible benefits • Various tools available (see next slide) GENERAL RULE: If it's easy to measure, it's probably not worth measuring. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/38605191@N05/4757944724

  19. Activity & engagement • Klout measures: • Frequency and 'value' of interactions across a range of network • Peer Index measures: • Engagements over time in subject areas and based on feedback/conversations • PeopleBrowsr measures: • Activity as well as more traditional achievement oriented measures (qualifications, community appeal) and sets this in terms of audience reach Activity not useful as sole measure of engagement. Like Minds U: Social Media Models & Tech, Feb 2012 Image source:

  20. Strategy review and renewal • Need to report on objectives, and acknowledge how changing tech landscape either assists or inhibits campaigns • Need to report to all stakeholders of a campaign • Strategy change should be pursued where failure criteria are ‘met’ Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/17039753@N06/4469871864

  21. Strategy review and renewal • Should report to audiences on stages of strategy change – transparency is valued • Engagement strategies should be audited at least twice annually. Like Minds U: Social Media Models & Tech, Feb 2012 Image source: http://www.flickr.com/photos/64484259@N02/6344437057

  22. Group activity • Break up in to 3 groups and work independently. • In teams, develop an engagement strategy for the Exeter Festival of South West Food and Drink. • In your pitches, report on methods of engagement, how you will measure performance, and how you will dynamically respond to issues arising during the campaign. • REPORT due at 4:40pm. Strategy pitches must be no more than 15 minutes in duration, including questions. Peer assessment forms will apply. Like Minds U: Social Media Models & Tech, Feb 2012 Image source:

  23. Questions? Joanne Jacobs Tech Strategy & Interaction Design Ph: 07 948 318 298 Email: joanne@joannejacobs.net Web: http://joannejacobs.net/ Twitter: @joannejacobs Skype: bgsbjj JJ pic by Benjamin Ellis Unless otherwise specified, all images used in this presentation are Creative Commons images, under an Attribution Licence. Like Minds U: Social Media Models & Tech, Feb 2012

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