Social Capital Conference 2014 | July 26, 2014
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Delivering delight on both sides of the screen презентация
Содержание
- 1. Delivering delight on both sides of the screen
- 2. Hey there #SoCapOtt’ers, I’m Joe! Director
- 3. Before we start, a bit of
- 4. Ok, let’s DO this! @joeboughner #SoCapOtt
- 5. @joeboughner #SoCapOtt “The secret is to
- 6. Right. On to journey maps Said
- 7. Maps are the new funnels Marketing
- 9. Deceptively simple In reality, each channel
- 10. We’ll come back to this. But first… @joeboughner #SoCapOtt
- 11. The Venn Diagram that changed my life! @joeboughner #SoCapOtt
- 12. @jonnykaldor @kaldorgroup
- 13. So what am I getting at? @joeboughner #SoCapOtt
- 14. What is engagement? The ability to
- 15. We now pause for a moderately-meandering
- 16. @jonnykaldor @kaldorgroup
- 17. So to recap: If engagement is
- 18. But wait, isn’t this a social media conference? @joeboughner #SoCapOtt
- 19. Social channels are a key to
- 20. But beware of common traps Don’t
- 21. @joeboughner #SoCapOtt “The secret is to
- 22. And that’s that. Questions? @joeboughner #SoCapOtt
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
Слайд 1
Delivering delight
on both sides of the screen
A new approach to
audience engagement through social media (and other things)
Слайд 2
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
Lifestyle and Parenting Blogger Yummy Mummy Club
Twitter @joeboughner
LinkedIn www.linkedin.com/in/joeboughner
@joeboughner
#SoCapOtt
Слайд 3
Before we start, a bit of housekeeping
“Slow it down!
“Clean it up!”
“Dumb
it down!”
@joeboughner
#SoCapOtt
Слайд 5
@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
Alvah C. Roebuck
Co-founder of Sears
Слайд 6
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
Said simply It’s a map that shows every touchpoint you have with your customers / members / user / whatever
@joeboughner
#SoCapOtt
Слайд 7
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?
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
Слайд 8
Yay they bought a thing!
Yay they bought a thing!
Yay they bought
a thing!
@joeboughner
#SoCapOtt
Слайд 9
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
Marketing metrics zero in on performance by channel; don’t make connection to bigger journey
Elevation is often ignored
@joeboughner
#SoCapOtt
Слайд 14
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
Or, even better, elevates them to a higher-value persona
@joeboughner
#SoCapOtt
Слайд 15
We now pause for a moderately-meandering anecdote that,
if successful, will
help connect these dots
@joeboughner
#SoCapOtt
Слайд 17
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
. . . delight is the grease that keeps that wheel spinning
@joeboughner
#SoCapOtt
Слайд 19
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
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
Слайд 20
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
Don’t force moments of delight but don’t get complacent with contentment either
@joeboughner
#SoCapOtt
Слайд 21
@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
Alvah C. Roebuck
Co-founder of Sears
