Brief slide deck for presentation at Chester County Internet & Social Media Meetup on Sept 13, 2012.

1. Understanding Engagement
Why Social is About Engaging Your Customers
Sept 13, 2012

2. What Engagement Is & Is Not
• Numbers DO NOT Drive Engagement!
• Numbers in social media DO NOT equal
engagement!
• Relationships return engagement to you. To
your brand.
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3. Be SMART
More detail at http://en.wikipedia.org/wiki/SMART_criteria
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4. Measuring Social
• Status Measurements
– These are non-contextual
Engagement &
measurement such as Activism
• Number of followers, friends,
retweets, Likes, views, photos
shared, comments, etc.
• Engagement & Activism Measurements
– Contextual measurements that
speak to how engaged your
community is, how will it is to take Status
Measurement
action, and your influence on the
community.
– These lead to intended action! Image courtesy of Jeff the Trojan, CC license
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5. Engagement you CAN measure
• Participation – Likes, comments, shares, Engagement
@mentions, use of widgets and activism
• Degree of Authority – authoritative sites measurements
linking to your URLs, talking to your are used to gauge
content, org, campaign the strength of
the community,
• Influence – size of your user base and its potential
subscribed to your content, #RT per post, for ROE.
traffic to website from social sites
• Sentiment – how do people “feel” about
you/your brand, % change
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6. It is possible to measure the level of engagement
Engagement Measurement
Total number who engage in some way with
your organization’s social media spaces or
within it/total number of people in the same
social space
9,750 on Facebook & Twitter combined
1,200 people engage with either site per month
1,200/9,750 = 12% engagement
Activism Measurement
Total number who took action from your social spaces that you
ASKED them to take / Total number of people within those spaces.
240 people on FB/Twitter completed a survey on your site
9,750 who follow you on those spaces
240/9,750 = 2.5% are willing to take action for your organization
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7. What Engages People
• People are most likely to engage with branded content on social media
that contains pictures (44%), status updates (40%) and videos (37%) –
Performics, July 2012
• FRIENDS! One third of respondents are most likely to respond to brand
offers when they have been reposted by a friend, while 27% will do so on
the brand’s page, 26% will do so from the newsfeed and 20% will do so
from a social ad.
• Other factors that contribute to higher engagement:
– Launch Creative Incentives, fun promotions, sweeps, games, etc.
– Post highly sharable content – images work well!
– Build a tight community – one where fans interact with each other,
brands need to respond!
– Be a little crazy or quirky (i.e. HUMAN)
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8. Facebook Engagement
• Be transparent! Be clear who you are, be human. People can
sniff our honesty – or dishonesty.
• Post Photos – pictures say a thousand words, fun to share
• Use Post targeting (new in FB)
– Ex. Gender, age, education, geo
• Understand EdgeRank to succeed!
– Affinity
– Weight
– Time Decay
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9. Facebook Megaphone
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10. Twitter Engagement
Tweets with 1 or 2 #hashtags receive 21% higher engagement than those with 3+.
Tweets containing less than 100 characters receive 17% higher engagement.
– Buddy Media, June 2012
Ask questions! But to get the FULL benefit you should answer their
questions, share knowledge, participate. DO NOT just broadcast!
Promote others – RT something nice said about you/brand, share their blog,
etc.
Tweet content again – Twitter moves fast. Ok to
occassional tweet out same/similar message.
Connect with people.
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11. Remembering ROE of Social Media Actions
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12. SHOCKING SOCIAL STATS…
• In any given week, less than 0.5%
of Facebook fans engage with the
brand they are fans of. – Ehrenberg-Bass
Institute, 5/31/2012
• The average Facebook post only
reaches about 17% of its fans.
Edgerank Checker: study of 4,000 pages
• When a brand posts on Facebook
twice a day, those posts only
receive 57% of the likes and 78% of
the comments per post that a
single post receives – Track Social,
6/18/2012
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13. Great FREE Tools for Marketers
• FactBrowser.com – stats, figures,
etc
• IFTTT.com - automation of social
networks
• HootSuite.com
• EdgeKick.com – see some cool stats
on FB engagement
• What are YOUR favs? (share on LinkedIn
group at http://linkd.in/ChescoLI)
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14. Connect with ChescoIM
• Facebook: Facebook.com/ChescoIM
• LinkedIn Group: http://linkd.in/ChescoLI
• Twitter: @ChescoMarketing
• Meetup: http://bit.ly/ChescoIM
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15. Thank You
Jeff Tincher
Social Media Consultant
Twitter: @JeffTincher
LinkedIn: http://bit.ly/TinchLI
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