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.
Randy HlavacLecturer, Medill IMC; CEO, Marketing Synergy Inc
