25 Social Engagement Ideas
07/05/2012
Engagement: Emotional involvement or commitment Merriam-Webster
Ever think about the words we use to discuss social media? Well, I do.
I find it fascinating that so many of the words we bring into "social media talk" e.g. humanize, conversation, community, listen support that this is a people first approach to marketing.
The brass ring, or perhaps it should be the diamond ring, that is based on likes, shares and digital conversation is Engagement. Social Engagement is one of the most highly prized words/concepts in social media marketing. It seems we use it all-the-time. What does it really mean?
If we take the Merrian Webster definition of engagement literally, "emotional involvement or commitment", we can appreciate why for marketers, social engagment is important. Looking at social engagmement from this perceptive it is a significant value in building customer loyaty. Powerful.
As with a traditional engagement social engagement takes time and relevant actions to build trust that leads to that emotional involvement or commitment. As we all know .. it's not as easy as it may seem.
Last week I had the honor of teaching a two-day social media workshop in Chicago for the American Marketing Association. The concept of social engagement was a topic of significant discussion. Taking our cue from social media crowd sourcing the smart participants created a list of 25 ideas that they agreed I could share with you.
The ideas fell into seven broad buckets: brand created content, fan/customer created content, social media technology, know your audience, promotions, additional channels and employees (one we often over look).
25 Social Engagement Ideas
Brand Created Content
1. Talk about product in different context that goes beyond a sales pitch
2. Highlight customer of the week/month
3. Provide something interesting to talk about
4. Inspiring quotes with images relating to brand values
Fan/Customer Created Content
5. Ask fans to create content and reuse
6. Poll/questions on existing social media channels it builds two-sided relationship. Idea: a one word answer
7. Jump start conversation e.g. ask a question
8. Testimonials including video
9. Feature customer videos about topics that may not related directly to your product or service but on a ‘side step life style topic’ or brand value.
10. Post your events encourage and people to post theirs photos videos from the event
11. Funny “old” content that from your content archives
Social Media Technology
12. Make it easy to share
13. Drive mobile engagement
Know Your Audience
14. Fish where the fish are
15. Tap evangelists for feedback
Promotions
16. Contests/give aways/incentives to talk
17. Rewards for referrals
18. Build in sharing after purchase
Additional Channels
19. Email footer
20. Tip of the month card tease (e.g. website, email, direct mail) .. drive to social networks for more information and conversation. This will also work on cross social networks. For example use Twitter to drive traffic to Facebook for expanded discussion.
21. QR Codes on vehicles
22. Packaging and promotion materials
23. Custom wrappers
24. Nonprofit partnerships programs that include charity donation by the partner as an incentive for Likes
Employees
25. Encourage employees to Like and Follow
Bonus: I'd like to add one more .. please participate in conversations. Jump in and chat with your customers/fans. Thank people who have taken the time to contribute to the exchange. If you're really daring join the conversations outside of your own brand's social network pages and blogs.
Let's continue the learnings. What is your hot tip on how to socially engage with your customers and prospects?
