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Engagement Strategy - in 10 steps

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Stefano Mizzella
Stefano Mizzella

This document outlines a 10 step engagement strategy for businesses. The steps are: 1) listen and take action, 2) choose the right metrics, 3) identify a social object, 4) define business objectives, 5) find a simple idea, 6) design a playful engagement, 7) create a social media plan, 8) create a social CRM strategy, 9) define a social media policy, and 10) don't think as a lovemark. The strategy is meant to help businesses better engage participants and co-creators through social interactions rather than viewing people as mere consumers.

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Engagement Strategy in 10 steps Stefano Mizzella
Consumers are dead We will no longer view you as "consumers". Instead, you are co-creators, participants, and advocates. The Social Business Manifesto
Participation Inequality 70% Spectators Forrester Research
Best case studies Simple Ideas High Engagement
A single hat is not enough Ethnography Sociology Design Context Relations Strategy
1. Listen and take action Listen Measure Engage Monitoring Metrics Strategy
2. Choose the right metrics Comments Unique commenters Recommendations Suggestions/Feedback Content downloads Sentiment Spinoff content Thread size Time with content Content sharing Subscriptions
3. Identify a social object A shared passion
4. Define business objectives Foster dialog Promote advocacy Facilitate support Spur innovation
5. Find a simple idea Could you describe your idea? Use the Post-it test
6. Design a playful engagement Game is a serious thing!
7. Create a social media plan Social Marketing Compass by Brian Solis ...but remember: marketing is not enough!
8. Create a Social CRM Strategy Social CRM is the company’s response to the customer’s ownership of the conversation. Paul Greenberg
9. Define a social media policy
10. Don’t think as a lovemark A Facebook fan page won’t save you!
To-do Listen and take action Choose the right metrics Identify a social object Define business objectives Find a simple idea Design a playful engagement Create a social media plan Create a Social CRM strategy Define a social media policy Don’t think as a lovemark
Thanks Stefano Mizzella @stefanomizzella stefano.mizzella@open-knowledge.it

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Engagement Strategy - in 10 steps

  • 1. Engagement Strategy in 10 steps Stefano Mizzella
  • 2. Consumers are dead We will no longer view you as "consumers". Instead, you are co-creators, participants, and advocates. The Social Business Manifesto
  • 3. Participation Inequality 70% Spectators Forrester Research
  • 4. Best case studies Simple Ideas High Engagement
  • 5. A single hat is not enough Ethnography Sociology Design Context Relations Strategy
  • 6. 1. Listen and take action Listen Measure Engage Monitoring Metrics Strategy
  • 7. 2. Choose the right metrics Comments Unique commenters Recommendations Suggestions/Feedback Content downloads Sentiment Spinoff content Thread size Time with content Content sharing Subscriptions
  • 8. 3. Identify a social object A shared passion
  • 9. 4. Define business objectives Foster dialog Promote advocacy Facilitate support Spur innovation
  • 10. 5. Find a simple idea Could you describe your idea? Use the Post-it test
  • 11. 6. Design a playful engagement Game is a serious thing!
  • 12. 7. Create a social media plan Social Marketing Compass by Brian Solis ...but remember: marketing is not enough!
  • 13. 8. Create a Social CRM Strategy Social CRM is the company’s response to the customer’s ownership of the conversation. Paul Greenberg
  • 14. 9. Define a social media policy
  • 15. 10. Don’t think as a lovemark A Facebook fan page won’t save you!
  • 16. To-do Listen and take action Choose the right metrics Identify a social object Define business objectives Find a simple idea Design a playful engagement Create a social media plan Create a Social CRM strategy Define a social media policy Don’t think as a lovemark
  • 17. Thanks Stefano Mizzella @stefanomizzella stefano.mizzella@open-knowledge.it