When we think about social engagement, there’s a need to understand possible outcomes in value. The usual desire is to measure it strictly based on ROI, but there’s other values that have to be consider when we’re following a process to ‘engage’ consumers through social media.
That process starts over and over again, becoming more like a lifecycle.
1. LISTEN: understanding perception
We start by listening. Monitoring conversations, identifying patterns, volume and reach of relevant topics and authors. Comparing findings with behaviors such as traffic, interactions and other digital touch points’ usage.
• Social Media Monitoring (real-time, opinion mining, sentiment analysis)
• Transactional Reporting (location, amount, items, frequency)
• Influencers’ Identification (mentions’ sources, impact, participation)
• Behavior Analysis (web traffic, mobile usage, check-ins, engagement)
2. ENABLE: adding meaning to the experience
Once we better understand the situation we’ll be able to plan and deploy assets that better fit with what’s flowing among the targeted audience.
• Integrated Web Site (hub)
• Social platforms
• Facebook Integration (Connect + Fan Page)
• Twitter handlers
• You Tube Channel
• Flickr group
3. ENGAGE: connecting with consumers
Then is time for action. After pushing with media efforts, community managers will try to seed the messages and pull the audience to our planned experience, engaging in conversations and persuading influencers to help.
• Social Ecosystem (Community Experience)
• Conversations (foster dialog, promote advocacy)
• Activate employees (facilitate support, motivate involvement)
• Influencers Program
4. MEASURE: monitoring performance and learnings
All tese activities are constantly monitored, visualized in smart dashboards that map what’s going on against our objetives, in order to allow us to react in a timely fashion if things go different as we planned.
• Dashboard (performance metrics, KPIs)
• Report (ROI, influencers, insights)
And then, everything starts again. Periodic reports will analyze and get conclusions, but the process never ends. Is a constant activity that manages interactions becoming an iterative learning process that, guided by brand objectives, ultimately will influence the target audience.
Each of this lifecycle’s “phases” overlap with each other providing value to the brand. Form LISTEN to ENABLE we’re guaranteeing certain accuracy on what we’re activating as assets, that will give some cost reduction to the effort. When we ENABLE an asset and we focus our efforts on ENGAGE, we’re putting that asset to work and as a result we’ll be growing revenue. That ENGAGEment is analyzed, and combined with the LISTENing side of the cycle, bringing intelligence to the mix. All these combined creates a capitalization of the market that we are in.
Conclusion: cost reduction, revenue growth, intelligence and market capitalization are values obtained from the social engagement lifecycle that we have to consider when evaluating an effort on audience engagement, which we should consider to add to our ROI measurement, which should be considering all these gained tangible values.