Engagement

If you have a Facebook page, Twitter account or Google+ page for your company, you’ll have experienced the key difference between social media and more traditional marketing – on social spaces people talk back.

And engaging with your customers online – entering into a two-way conversation – is the key to unlocking the power of social media for your brand.

When you interact with your customers, community members or audience in these very public spaces online – by replying helpfully to a product query or responding swiftly to an unhappy complaint –  you not only make a positive impression on the individual, but also on the wider audience who witness the interaction.

And of course, negative conversations are highly visible too.

But with an effective engagement strategy in place you can be confident you’ll make the most of these conversations, while containing the most problematic issues.

WHAT DO WE MEAN BY ENGAGEMENT?

Our engagement services turn your social media strategy into day-to-day action, and cover the following activities:

  1. Adapting brand tone of voice for social media
  2. Creating content/conversation schedules that keep customers engaged and meet business needs
  3. Publishing content updates at the optimum time/frequency for maximum reach and response
  4. Social customer service:
    – Replying swiftly to complaints online
    – Responding helpfully to product queries
    – Signposting to sources of  help or info elsewhere (e.g. phone, brand’s website, 3rd party partner site)
  5. ‘Host’ role –  embodying the voice of the brand:
    – Setting the tone, demonstrating brand values (expertise, customer-focus, fun, entertaining)
    – Generating advocacy

WHO WOULD BE UNDERTAKING THE ENGAGEMENT?

Key to the success of engagement on behalf of our clients is casting the right person for the job. We always aim to cast members of the team who are a natural fit with the brand’s target market.

For example, for a parenting site targeting mums of toddlers, Engagers who are parents of young children are most well suited. For a beauty brand aimed at women between 25 and 40 years old, members of the team in that demographic will be cast.

We’ve found that this natural synergy, where the Engager shares the concerns and interests of the target market, makes for the most successful engagement partnerships.

HOW WOULD WE WORK WITH YOU?

To engage effectively on behalf of your brand we’ll work in close partnership with you to ensure all of the work we do on your behalf is designed to meet your business goals and fits with wider marketing strategies.

All engagement will fit seamlessly with your brand guidelines, existing tone of voice and any wider messaging.

Here’s how we work with you:

  1. Client shares business goals, marketing strategy and activity – complementary social media activity is then planned
  2. Brand/product/services briefings – engagement team receives the info and training they need to answer most common queries
  3. Constantly updated content/conversation schedules created and approved in liaison with client
  4. One central point of contact at client:
    – for customer queries which can’t be answered without client input
    – for customer service issues or complaints
    – to disseminate learnings from social activity to the wider business

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