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Delivering delight on both sides of the screen

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Delivering delight on both sides of the screen A new approach to audience engagement through social media (and other things) Social Capital Conference 2014 | July 26, 2014


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Hey there #SoCapOtt’ers, I’m Joe! Director of Communications Association of Canadian Financial Officers Program Coordinator (Social Media, Digital Analytics) Algonquin College Lifestyle and Parenting Blogger Yummy Mummy Club Twitter @joeboughner LinkedIn www.linkedin.com/in/joeboughner @joeboughner #SoCapOtt


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Before we start, a bit of housekeeping “Slow it down! “Clean it up!” “Dumb it down!” @joeboughner #SoCapOtt


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Ok, let’s DO this! @joeboughner #SoCapOtt


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@joeboughner #SoCapOtt “The secret is to be standing on both sides of the counter at the same time.” Alvah C. Roebuck Co-founder of Sears


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Right. On to journey maps Said fancily The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service (servicedesigntools.org) Said simply It’s a map that shows every touchpoint you have with your customers / members / user / whatever @joeboughner #SoCapOtt


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Maps are the new funnels Marketing / sales funnels focused on the organization. Maps focus on the user’s experience For every single interaction point on a map, you need to ask yourself: What is the goal of this interaction? Are we achieving our goals with these interactions? Do we have the content needed to support the successful completion of these goals? Is there an opportunity to elevate to a higher-value persona? @joeboughner #SoCapOtt


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Yay they bought a thing! Yay they bought a thing! Yay they bought a thing! @joeboughner #SoCapOtt


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Deceptively simple In reality, each channel is often managed by different teams (especially online v. offline) Marketing metrics zero in on performance by channel; don’t make connection to bigger journey Elevation is often ignored @joeboughner #SoCapOtt


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We’ll come back to this. But first… @joeboughner #SoCapOtt


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The Venn Diagram that changed my life! @joeboughner #SoCapOtt


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@jonnykaldor @kaldorgroup


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So what am I getting at? @joeboughner #SoCapOtt


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What is engagement? The ability to compel a user to take an action that moves them along their journey map in a positive direction Or, even better, elevates them to a higher-value persona @joeboughner #SoCapOtt


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We now pause for a moderately-meandering anecdote that, if successful, will help connect these dots @joeboughner #SoCapOtt


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@jonnykaldor @kaldorgroup


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So to recap: If engagement is the key to moving people along their user journeys and elevating them to higher-value personas. . . . . . delight is the grease that keeps that wheel spinning @joeboughner #SoCapOtt


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But wait, isn’t this a social media conference? @joeboughner #SoCapOtt


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Social channels are a key to this mix They allow you to fill in the gaps between larger points on the map They allow you to provide real-time feedback on the success or failure of your other efforts They can even help you put people back on track if they fall off of the journey along the way @joeboughner #SoCapOtt


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But beware of common traps Don’t mistake click-through with engagement Don’t artificially-inflate the value of the channel as compared to others – social tends to be complementary, not primary Don’t force moments of delight but don’t get complacent with contentment either @joeboughner #SoCapOtt


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@joeboughner #SoCapOtt “The secret is to be standing on both sides of the counter at the same time.” Alvah C. Roebuck Co-founder of Sears


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And that’s that. Questions? @joeboughner #SoCapOtt


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