[MUSIC] Engagement marketing strategy is the strategy used by most companies today. It is quick to develop, easy to measure and effective in certain types of markets. However, this strategy does not produce bottom line business metrics like ROI. As you will see, engagement marketing works, if you want to develop a socially focused, anonymous relationship with your target market. There are two types of engagement marketing strategies. The Go Viral version is designed to reach a target market with content that is so awesome they will tell all of their friends about it. Your awesome content moves though the target market like a virus to maximize your market impact. While ideally, everyone wants a viral campaign, most don't reach viral levels. But when it works, it is amazing to watch, which we will do in this MOOC. Another application of engagement marketing is to gather a target market to your social media asset. Your objective will be to draw a target market using relevant content, and then maintain the relationship with new content designed specifically for them. Regardless which variation you use. Both of there engagement marketing strategies are designed to build your social networks. With the markets you want to engage. Both have a goal of maximizing followers, likes, or links. To compare and contrast our three social strategies, we will use this table. Here are the characteristics of the engagement marketing strategy. The goal of engagement is to grow your social footprint in your target market. Engagement produces an anonymous relationship with your target market. This means you can communicate with them using their social handle. While you might know some of them personally over time, the engagement marketing strategy does not create a database to track individual relationships. The focus of our content offerings will be to create something awesome for the market, the objective is to have the content go viral. Finally the metrics will be social. As you will see with our examples later in this MOOC, they describe success in terms of the percentage growth of followers and other key social metrics. Businesses and organizations use a five step process to develop an engagement marketing strategy. First, we identify and use social monitoring to deeply understand the target market we want to develop. Next, we create awesome content to engage with them. Then we develop a go viral marketing program. To reach the members of our target market and make them aware of our content. As they begin to enjoy our content, we will strengthen the relationship by creating follow-up content or develop ways to have fun, engaging our target market. Finally, we will use social metrics to identify the success of the strategy. While we will overview all five steps in this video, we will be addressing the Go Viral marketing plan and the success metrics. In more detail in MOOC 5. As you will see, these components are common to all three social strategies. In developing your target market, you want to use social monitoring tools and interviews with customers to determine the following factors. First, is it a passion or a trigger event market and what are the challenges they are addressing? Identifying the type of community will tell us a great deal about the type of content that will best engage them. Next, we want to learn where they are congregating on social. Do they meet in communities? Where they are engaging with each other? Or are they engaging with experts? Who are addressing their concerns? Finally, what topics are they discussing? And who are the influencers and experts? Leading the discussion, the more we can understand about our target market the more effective our engagement content will be. In book one, we examine the difference between in passion and trigger event communities. It will be useful to review those videos. To see how they impact your engagement, marketing strategy. When I teach viral content, I like to use a definition developed by the social site upworthy. They have found that viral content occurs when you address three parameters. First, it must be meaningful to the target market. It must address their needs and what they are seeking. Second, it must be awesome. That means it must be unique, and something they have not seen before. It might be a new tool, a webinar, a video or other types of content.The key is the more unique and fun it is, the more it will impact your target audience market. Finally it must be visual, while we can use texts and other less visual content to gather a target market. Visual content is best for viral to occur. Watching content takes little time. It's easier to send to your friends and colleagues. And it is fun to discuss. In our best of examples, you'll see viral engagement content which meets these three conditions. In creating our gold viral marketing program. There's one aspect I want to emphasize now. Many executives think social marketing means placing great content on a site, and then waiting for your target market to discover it. Nothing could be further from the truth. In all our social strategies, We will use a combination of social, web and traditional media to reach our target market. In an effective social marketing program you need to create and manage the buzz to maximize the impact of your content. Next, we want to entertain and engage your audiences to strengthen a relationship. In one case example, Old Spice had them send comments and requests using Twitter and Facebook. Old Spice created fun videos addressing their request. In another example, Cadbury used a communication wall where people could send in requests. The key is to keep the market involved with you on your social asset. Finally, we will want to major our results because engagement marketing provides an anonymous relationship. Companies used social metric to show the impact of their social investment, because growing your social footprint does not directly relate to revenues and profits Most companies using the engagement marketing strategy, rely on surveys and the intuitive value of social to justify their investment. For example, some companies use post-purchase surveys to determine the role social played in the purchase process. Now, that you've had a quick overview of the engagement marketing strategy [MUSIC] Watch the next video for our best of breed example. [MUSIC]
