Like Minds U: Social Media Models & Tech, Feb 2012 Social Media Models and Technology: Engagement Strategies Part 1. Joanne Jacobs Technology Strategy and Interaction Design Phone: (+44) | Skype: bgsbjj Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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) Image source:

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

Like Minds U: Social Media Models & Tech, Feb 2012 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. Image source: Daybreak viewers confused by time – The Media BlogDaybreak viewers confused by time

Like Minds U: Social Media Models & Tech, Feb 2012 Engagement theories Cognitive: intellectual involvement in a task/learning exercise. –Csikszentmihalyi and ‘flow’Csikszentmihalyi and ‘flow’ Relational: connection to one’s environment or peers. Behavioural: active participation in contexts for engagement. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 Engagement: impact Engagement promotes meaning development and influences SOCIAL CAPITAL. Engagement thus a key factor in the development of TRUST. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 Strategic planning REMINDER: Strategic planningStrategic planning REMINDER: Porter’s Generic StrategiesPorter’s Generic Strategies When considering strategies for engagement, you MUST be cognizant of basic strategy theory. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 DEPLOYMENT OF SOCIAL MEDIA Content marketing Product development Value chain optimisation Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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 Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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 conflictchannel conflict Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 Image source: xkcd comic: Cat proximity

Like Minds U: Social Media Models & Tech, Feb 2012 Engagement pitfalls Engagement will not always be positive – BE PREPAREDwill not always be positive Trust is tested by record of performance – BE CONSISTENT Technology will fail – HAVE A PLAN B. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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’ Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 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. 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. Image source:

Like Minds U: Social Media Models & Tech, Feb 2012 Questions? Joanne Jacobs Tech Strategy & Interaction Design Ph: Web: Skype: bgsbjj Unless otherwise specified, all images used in this presentation are Creative Commons images, under an Attribution Licence. JJ pic by Benjamin Ellis