Engagement is what engagement does. Every brand is different and as a result some audiences will act differently than others. Ultimately, it comes down to how your customers behave, what you want users to do and the experiences that you’re creating for them. You know your audience better than anyone — or at least you should. Like anything on social media — there isn’t a definitive formula. Instead you need to invest some time and energy (and some money) into learning more about what motivates your audience so you can cultivate a meaningful customer relationship.

1. BEHAVIORS MATTER:
UNDERSTANDING
YOUR CUSTOMERS’
BEHAVIORS TO
IMPROVE CUSTOMER
RELATIONSHIPS
Marisa Peacock, The Strategic Peacock
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES

2. Relationship marketing is a strategy
designed to foster customer loyalty,
interaction and long-term engagement. It is
designed to develop strong connections
with customers by providing them with
information directly suited to their needs
and interests and by promoting open
communication.
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES
WHAT IS
RELATIONSHIP
MARKETING?

3. Technographic segmentation is a market
research analysis tool used to identify and
profile the characteristics and behaviors of
consumers through the process of market
segmentation. Traditionally, market
researchers focus on various demographic,
psychographic, and lifestyle schemes to
categorize and describe homogeneous
clusters of consumers that comprise
possible target markets.
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES
TECHNOGRAPHICS

4. FORRESTER’S
LADDER OF SOCIAL
TECHNOGRAPHICS
In 2007, Forrester Research developed its
Social Technographics data, which classifies
consumers into 7 overlapping levels of
social technology participation.
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES

5. The Joiner – The person who signs up and
maintains multiple profiles across social networks.
The Spectator – The most common type of user.
This person may also be referred to as a ‘lurker’.
They read blogs, view user-generated content, read
online forums and search for user reviews and
ratings. They do not upload or share much content.
The Inactive – The person who is online but who
does not actively use any form of social media.
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES
WHO ARE THESE
WALLFLOWERS?

6. Inactive users may not have intended to stay
connected to a brand after liking or following it
Spectators are interested, but have not been
compelled to go beyond watching and
occasionally liking or favoriting something.
INACTIVE VS.
SPECTATOR
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES

7. SPECTATOR VS. JOINER
Spectators are interested, but have not been
compelled to go beyond reading, watching and
occasionally liking or favoriting something.
Joiners are present on social media websites to
maintain their own profile and their relationship
circle. They also absorb information to upgrade
their own knowledge.
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES

8. Collectors consume lots of content but do not
actively interact with it.
Critics comment on posts and write reviews. Their
contributions keep the creators honest and help
ensure the accuracy of the web.
Conversationalists constantly update their
statuses on social networks. They drive the
conversation that’s taking place in the social
sphere.
Creators make the content that other people
consume through blog posts, videos, music and
images.
WHO ARE THESE
INFLUENCERS?
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES

9. COLLECTOR VS. CRITIC
Collectors love information and are voracious
consumers of content. Their curated collections
educate and influence others.
Critics have opinions. Their reviews guide
purchases and their judgements are influentials.
Their words are fuel for collectors and
spectators.
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES

10. Conversationalists have something to say.
They like to be in the know and are likely to
share via word of mouth.
Creators are the social media engine. Their
content give the conversationalists something
to talk about. They often work together so they
can spread their content far and wide.
CONVERSATIONALIST
VS. CREATOR
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES

11. Do you recognize the names of those who
frequently like or favorite your posts?
Are they current or former customers?
What is it that you want them to do?
What does their customer journey look
like?
Identify Your Spectators

12. Leverage Influencers
Partner with influencers - get them to
share your content, review products, etc
Invite influencers to contribute a new voice
to your page
Deliver promotional content by targeting
the accounts users follow

13. Let quieter customers know you see them,
appreciate them.
Reward customers spontaneously for
engagement you value.
Go the extra mile to give a personal touch
that they can't ignore!
Get Personal

14. WHAT TYPE OF ENGAGEMENT IS
VALUABLE TO YOU? TO YOUR AUDIENCE?
different customers will have different types of relationships with
your company -- all should be meaningful
map out the experience you want customers to have across the
customer journey
Invest in learning more about your customers and they'll invest in
you!

15. marisa@strategicpeacock.com
BALTIMORE BUSINESS JOURNAL | DIGITAL MARKETING SEMINAR SERIES
@marisacp51
strategicpeacock.com