Online Engagement strategy formulation

By

Douglas & Breitner

Contents

Phasing Engagement strategy

Planning deliverables

Strategy deliverables

Execution deliverables

Customer Engagement model

Phasing Engagement strategy

Planning Strategy Execution

Deliverables

1. Analyze current

performance

2. Asses online

market place

3. Define SMART

objectives & goals

Deliverables

1. Define online

value proposition

2. Define

communication mix

3. Define

communication

strategy

Deliverables

1. Implement and

build experience

2. Execute

communications

3. Monitor and

improve

Week 1 Week 2 - 3 Week 4 and further

Planning

1. Analyze current internal performance

In order to set the right SMART objectives, often clients already have a kind

of online presence or activity. Therefore getting quantative insights are

recommendable.

Examples are sales, conversions and outcomes, specifically e.g. no referred

traffic from social media sites, x% of revenue comes from y sources. Direct,

Email, Google Natural & Paid Search

Planning

2. Asses online market place

Especially focus on Social Media situation analysis, insights in the adoption

of different social networks and social tools, opportunities, threats,

problems, limitations and constraints.

Create personas by identify drivers for added value; what kind of

information is desired, how do they wish to receive this (e.g. by current

response, complaints, Q & A)

Conduct competitor activity analysis. Tools to consider are either free tools

like Google Alerts/Insights/Analytics Social Media plug in or paid solutions

like Infegy.com for brand metrics/consumer comments

Planning

3. Define SMART objectives & goals

Besides driving brand awareness and develop loyalty with more ‘traditional’

measures such as perception shift metrics, purchase intent and

recommendation intent, typical digital objectives are:

Acquisition/Online Editorial Outreach (OEO). The methods you use to

attract customers to your offer.

x number of impressions/views/members vs. y cost & z number of

visitors

Conversion. The way visitors interact with your brand:

x numbers of pages viewed per visitor

y % of conversion from traffic to sale/lead/outcome

z number of sale/lead/outcome.

Retention. Methods you use to re-engage with your visitors/buyers

x number of sales from repeat visits.

Strategy

1. Define online value proposition

Across all touch points, beneficial for target segment, differentiating

Approach for example 6C model, content, customization, community,

convenience, cost

2. Define communication mix

Define media budget, allocate (internal) resources, map performance

metrics

3. Define communications strategy

Engagement: Create multiple interactions between the brand and the

consumers to strenghten a customers‘ involvement in the brand ,

inform/consult/involve

Brand loyalty: Motivate customers to spend more time on a

website/microsite by adding value

Execution

1. Implement and build experience

Build engagement platform, functionalities, presence on Social Media

channels

Develop campaign calendar

Develop news release program; include social media tags (interesting

information to share, win an award)

2. Execute communications

Describe the business processes specifying tasks, sequences, decisions

for Social Media channels. Describe the decision rights who the

authority/permission/power has to do various things.

E.g. highlight top contributors, distribution of promotions / events across

Social Media channels

Invite customers to interact

Execution

3. Monitor and improve

Performance diagnosis should help to ensure the digital marketing plan is

on target; possibly reallocate budget

Listen and monitor what active participants are saying in social media

channels about the organization, product

Determine product key opinion leaders/influencers and build relationships

Interact and respond directly to feedback through social media channels

Customer / profile analysis

Paid traffic

Paid search

Organic search

Engagement platform

YouTube

Video channel

• (Rich) content

• Iphone store locator

app/widgets

• Employee blogging

• Consumers experience

posting/idea generating/

connect

• Expert panel

• Onsite videos, soundbites

• Event buzzing

• (incentivised) profile

creation

• Online purchase/gifts

• Sweepstakes

Social Media

Branded fan pages

Microblogging

Offline events

QRCodes

(Online) PR

Acquisition/OEO Conversion Retention

Triggered Email

Event driven,

based on

customer behavior

Loyalty program

Reward repeat buy

Microblogging

Transparancy in

support & service

Survey

After sales tips ‘n

tricks

B

A

C

D

A Cost per Visitor

Brand vs. Non-Brand visits

Traffic /sales by of indexed pages

Keywords generating traffic

B # views

# subscribers account/channel

# and content comments

# re use of video on blogs, social

networks C # members

# conversations/comments/discussion D # visits, sales

Recency of traffic

Traffic patterns, time spent, pages viewed

Engagement rate (relevant actions taken),

e.g .registered users, app downloads etc.

Duplication of content

# Repeat sale/revenue from social

media/email referrers/social

bookmarking tags

E

E

F

G

H # Repeat visits, # desired interactions

I

H

I

# Followers, replies, solved issues

I

Response, satisfaction

J

F

G

# Sales/visitors from referrers

Contact details:

Stephan Schroeders – Partner

Douglas & Breitner

Timorplein 45

1094 CC Amsterdam

P.O. Box 94588

1090 GN Amsterdam

The Netherlands

M +31(0)6 456 00 507

E stephan.schroeders@douglasandbreitner.com

I douglasandbreitner.com