Digital Engagement:5 Steps to Build, Analyze & Measure

Your Digital Engagement Strategy

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Housekeeping Items

• Turn your computer speakers on & up!

• Share your questions in the question window

• Recording & slides will be made available within 48 hours

• Join the Conversation!

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Twitter Hashtag #SnapSmarts

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Digital Engagement Strategy Guest Speaker

Emily SteeleCommunity Manager

A little about Emily

• Creates engaging content about new and upcoming books

• Manages a community of 250,000• Involved in continued growth of site and

multiple social platforms

Just one more thing…She's come to terms that the most successful piece of content she ever produces might be "Harry Potter in Charts."

Feel free to contact me…

@Figmentfiction

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Welcome to the Digital Engagement Strategy Webinar!

Edward Boudrot VP, Product

I have an extreme passion for…

• Constant learning• Constant listening• Strategy frameworks that drive change• Executing, from ideation to market• Cool products & experiences• Human performance

Feel free to contact me…

@eboudrot

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Five Things From Today…..

Engagement Framework1

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Five Best in Class Examples

Self Assessment Tool

Resource Guide

Expert Offer for Deep Assessment

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• 18.5% of the total time of smartphone users are spend in-browser

• Facebook has 80.4% reach on US smartphones

• 90 percent of US marketers are now using social networks for their efforts. Just five years ago, the figure was only 20 percent

• 68% of CMO’s are shifting budget from a traditional advertising to content marketing

• Effective inbound marketing increases leads an average of 4.2 times

The Challenge for us is the Dramatically Changing Landscape

Marketing is dead? Marketing as we know it is.

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Our Customers are Looking to Adapt…..

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What Can We Be Doing Better?

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In the Quest for this Answer we Discovered…..

Customer Interviews

Industry Studies

Best Practices

Examples

Research

It’s not one thing, it’s a multitude of things, a framework

The Five Levels of a Digital Engagement Strategy

Improve Acquisition

FullEngagement

Increase Interaction

Stimulate interest

Facilitate Interaction

Drive participation

Personal Connection

Enablesocializing

-Multiple Facebook apps encourage broad use

-Personality quizzes connect customers with your brand

-Cross media channel promotion -Multi-Engagement-Highly leveraged content

-Unique user interactions such as quizzes

-Sweepstakes with “money can’t buy” options-Mobile

-Contests-Blog with engagements

-Facebook presence with frequent posting-YouTube channel

-Online to drive user engagements such as eSeminars-Surveys

-Leverage Facebook to encourage user interaction and sharing

-Videos-Blog presence with frequent updating

-Content categories-Social media links within content

-Twitter presence with frequent posting

-Topical and relevant Web content -Great UI

-News / articles signups-Registrations

-Social media calls to action & sign-up links-Polls

Simply stated, this is leveraging content across multiple channels for desired outcomes

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ketin

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oals

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User Action Goals >

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One-to-Manynetwork effect

One-to-One

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Min Online is a Part of Access Intelligence; their Tagline Says it all “Content in Context”

Best Practices • UI consistency and ease of

navigation• Create trust with solid

content• Highlight user or brand

endorsements• Limit choice in areas of

best return• Social links upper right• Customized calls to action• Increase interest and

interaction with pollsTopical

and relevant

web content

News, article and registration signups

Social media calls to action

User Poll

Stimulate interest

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Mom365 has Perfectly Targeted Content and Invited their Users to Interact

Content categories

Social media links

within contentActive

Twitter presence

Videos

Active blog

presence

Facilitate Interaction

Best Practices • Create categories based

on user type, product category or phase

• Have an active Twitter and blog presence with provoking content

• Social media links within content increase sharing and exposure to new users

• Have video content to provide user with a variety of interaction types

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Active Facebook presence

Surveys

Drive participation

Squishable is a Best Case Example of User Participation

ActiveYouTube presence

Facebook feed

interactions

Best Practices • Enabling and being active

on multiple channels increases participation

• Holding eSeminars or events gives customers another reason to come back

• Having engaging surveys encourages people to participate and share

• Extend beyond typical Facebook updates and create fun ways for participation

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Martha Clearly Makes a Personal Connection and Leverages that Relationship for Mutual Benefit in Multiple Ways

Unique user

interactions quizzes

Sweepstakes “Money

Can’t buy”

Mobile optimization

Personal Connection

Blog with engagements

Contests

Best Practices • Mobile optimized

content increase access and ease of use

• Quizzes create a personal connection and an invitation to participate

• Sweepstakes are a unique way to engage users with unique offers that appeal to them

• Contests are a great way to engage users

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Figment is a Best in Class Example of Fully Engaging End Users and Leveraging all Channels to Maximize Results

Multiple Facebook

apps

Personality quizzes

Highly leveraged content

Cross media promotion

Multiple ways to engage

Best Practices • Multiple Facebook

apps give users a broad choice in channels and or mediums

• Cross channel leverage of content maximizes the return of your investment

• Personality quizzes relate to the end user, creating the desire to share & increasing the viral domino effect

Enable Socializing

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WebsiteBlog

Leads

Facebook

Pinterestshare Twitter

Likes

Content

SnapApps

Purchase

FollowsPins

ChannelsContent Outcomes

Highly leveraged content creates unique engagements to drive promotion cross-channel

Apps are created and distributed cross-channel for maximum exposure and results

Multiple forms of acquisition are employed to deliver likes, leads and actual purchase events

The Result of Having an Engagement Strategy is a Network Effect Maximizing User Engagement, Acquisition and Revenue Goals

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A New Way to Think about Content, Channels and Outcomes

Improve Acquisition

FullEngagement

Increase Interaction

Stimulate interest

Facilitate Interaction

Drive participation

Personal Connection

Enablesocializing

-Multiple Facebook apps encourage broad use

-Personality quizzes connect customers with your brand

-Cross media channel promotion -Multi-engagement-Highly leveraged content

-Unique users interactions such as quizzes

-Sweepstakes with “money can’t buy” options-Mobile

-Contests-Blog with engagements

-Facebook presence with frequent posting-YouTube channel

-Online to drive user engagements such as eSeminars-Surveys

-Leverage Facebook to encourage user interaction and sharing

-Videos-Blog presence with frequent updating

-Content categories-Social media links within content

-Twitter presence with frequent posting

-Topical and relevant Web content -Great UI

-News / Articles signups-Registrations

-Social media calls to action & sign-up links-Polls

Mar

ketin

g G

oals

>

User Action Goals >

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2

3

4

5

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We invite you to take our

self assessment

Or

Have our engagement

specialists perform a

deep review your site

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Evaluate your site now: http://info.snapapp.com/Get-Your-Engagement-Grade-from-SnapApp.html

Learn more about SnapAppRequest a demo: http://www.snapapp.com/request-demoCall: 855-Snap-App

Connect:

Thank You to Our Guest Speaker

@Snap_App

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