Digital Knowledge » engagement http://blogs.hillandknowlton.com/mandibateson Mon, 09 May 2011 09:44:25 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 How to win fans and influence people http://blogs.hillandknowlton.com/mandibateson/2010/10/27/how-to-win-fans-and-influence-people/ http://blogs.hillandknowlton.com/mandibateson/2010/10/27/how-to-win-fans-and-influence-people/#comments Wed, 27 Oct 2010 11:23:52 +0000 Mandi Bateson http://blogs.hillandknowlton.com/mandibateson/?p=96

Next month H&K will be presenting at Digital Now Australia or DNA://10, a conference in its second year with speakers from other WPP agencies TNS and GroupM and the local team from Google. The conference will be hitting up Sydney and Melbourne with the aim to take some of the hype and hyperbole out of digital and focus on the strategic direction required to achieve real results. With the recent release of TNS’s Digital Life – the most comprehensive study we’ve ever seen on digital lifestyles – it’s a great opportunity to demonstrate how each agency uses insights into consumer behaviours to develop kick-ass strategies across the marketing mix.

As we’ve constructed our presentation to represent integrated communications we’ve realised just how much there is to say on the subject. Unfortunately we don’t have all day. Fortunately I have this blog to explore all of the other avenues that pop up for discussion. Now all I have to do is find the time!

Here’s a teaser for our presentation How to win fans and influence people. We’ve broken it down into 3 key areas:

Know your influencers

Famous Chinese Man who rode his tricycle tousands of kms to the Olympics _0311 PR has always been about finding and leveraging influencers. What we love about social media is that the shifting dynamics of influence has highlighted the importance of this skill.  So why is your loyal PR team reeling off a list of unfamiliar names as your next campaign hit list? Your influencers may not be who you think they are but the journey to find and connect with them will give you a better understanding of your audience and the opportunities at hand.

Plan to give good content

The Story of My Life So you’ve decided a Facebook page and Twitter are a great way to connect with your fans. Have you thought about what you’re going to say? Even the most enigmatic community managers would have trouble maintaining a daily conversation without some great content to share. Plan ahead and then plan to adapt that plan – often. And don’t forget to tuck away some extra budget and resourcing in case you need it when you least expect it!

Conversion is king

Head for Chess 62:365 We’ve heard content is king, we’ve heard conversation is king. It’s time for the heir apparent to take the throne! Big ideas are great but not without reason. When you forget to focus on your objectives things often get complicated fast. Before you kick off that user generated content competition ask yourself why you need your audience to go to that much trouble. Will you benefit from it? Will they? We also make the distinction between outputs and outcomes. What are you measuring and why?

As you can see it’s fodder for endless discussion and the tangents – oh the tangents! – could fill whitepaper after whitepaper. For now we’ll be refining our thoughts into 3 key takeaways to get the audience motivated and inspired. And we’ll play a little buzzword bingo on the side just for kicks.

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Why you should take the long road http://blogs.hillandknowlton.com/mandibateson/2010/07/27/socialmediashortcuts/ http://blogs.hillandknowlton.com/mandibateson/2010/07/27/socialmediashortcuts/#comments Tue, 27 Jul 2010 03:52:22 +0000 Mandi Bateson http://blogs.hillandknowlton.com/mandibateson/?p=22

No matter what you do in life, someone is always looking for a shortcut, from get rich schemes to fad diets. Last year I blogged:

Shortcuts aren’t just for keyboards

Despite the fact that many aspects of our lives continue to be made inexplicably easier with each passing year, there will always be a special group of people looking for a shortcut. 10,000 followers on Twitter in 3 days; a popular blog with scrapings of everyone else’s brilliant content; instant You Tube fame complete with sponsor interest and meme infamy. It alienates those willing to invest time and effort and irritates almost everyone who has to put up with the result. And yet it continues because unfortunately it works. Those who succeed (and even those who don’t) then get to take it to a new level – selling the secret shortcuts to finding the shortcuts.

By my own admission, some people succeed with shortcuts. Here’s the part where I convince you to consider the long (and often hard) road when it comes to social media.

Promotion

Avoid the Field of Dreams approach because the mentality that “if you build it, they will come” will end in Waterworld sized disaster. It’s like creating a direct mail campaign and hoping your customers will happen by your office to pick it up from reception.You need to drive people to your Facebook page, your community of interest, your brand new blog. Your overall objectives should reflect whether you choose to do that through advertising, an email blast or PR activity.

Another unfortunate shortcut is only committing time to the community the day of your campaign launch or promotional activity. You will probably need a few weeks of community management and content generation to build momentum so that your audience doesn’t arrive at any empty space.  You’ll need to work hard for your interactions so ask questions, reward early contributors,  create loads of content to share and remember to give as well as take.

Engagement

In the “who owns social media” battle for supremacy, agencies are talking down the key skills of other disciplines as they hustle for more of the budget. Now I know that digital agencies and in-house marketers value the expertise of communications in social media because of the number of requests for detailed content plans complete with tone, timing and “test” examples – as part of the proposal.  If the focus of your strategy is conversation, invest in someone who can communicate for you, internally or externally.

The difference is remarkable – below is an example of a page run by a digital agency in November who were giving away what must have been a total if $50,000 in daily prizes. Comparatively, during February and March I was managing a community with good old content and conversation and a few giveaways worth maybe $300 in total. Hire the right people for the right job and you’ll get the right results.

Measurement

Unfortunately we can get so caught up in the numbers that we miss one of the most important components of social media reporting – context. With all the hype around social statistics and sentiment during the election, in many cases there has been little done to define the the audience, to what non-social activity the community is responding, or the previous authority of the so-called influencers.  At the time of writing, a spam account actually rounded out one tool’s Top 100 Influential Australian Political Twitterers.

Election hype aside, context tells you if “volcano” is a popular keyword because it’s considered spectacular or dangerous. It tells you if your page views are double the average number because one person keeps refreshing the page to see who has replied to their comment. It tells you that some of your negative sentiment is down to the fact that your audience “can’t wait” until your product release.

Don’t be discouraged by the extra work because at the end of the road you’ll be reaping the benefits. Here’s to your double rainbow.

Double Rainbow while driving to Manitowoc races (8.11.2007)

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