From dialogue to engagement in search of the lost ark
Anglicism refers to the “Commitment” and we can understand it today in social networks as that invisible force that moves users to interact with brands. For this reason, not only must be to be in social networks, but to do so with the aim of creating a solid and loyal community around our brand to promote “engagement.”
Obviously this is not a job or a simple challenge. Enhancing engagement within our community or in front of our audience, requires a special dedication and constant work. To do this, we must address our target audience in an open and transparent way, participating in the conversations and discussions that are generated when our brand is present, thus facilitating dialogue and interaction.
For this, social networks have become the best allies of companies and brands. Facebook or Twitter are among the most important social networks to promote this engagement and amplify the messages of the brands. In fact, according to a report by Buddy Media and Booz and Co., 78% of a brand’s engagement with its users is given by retweets while responses to users as a basic form of communication only achieve the 22% of engagement.
Engagement today works as a sales tool, it is the pre-purchase step
The comments of other customers are especially valuable to generate a positive attitude toward the product, are without a doubt a source of information more reliable than the one provided by the company itself, and even by the so-called prospects. This confidence is inversely proportional to the intentionality of the issuer.
Practicing effective customer care, both before, during, and after the purchase is a crucial and indispensable aspect. The pre-purchase performance by the company, its way of attending to those users who are not yet customers, the type of conversation that can be generated, can be an effective way of approaching and enhancing engagement.
2013 is shaping up as the year of engagement and consumer concern
Yet a large part of the companies are focused on rudimentary metrics, which offer superficial data such as the number of fans, but are not able to figure out how to monetize their shares in Social Media. The efforts made by 66% of companies are aimed at increasing the size of the community and generating new content.
However, this trend is changing completely, now “the customer finally matters”. It is no longer a number to become a person, with feelings and ability to interact and value the company. The priority objectives by companies are focused on achieving engagement, is the main workhorse for the next 2013, as corroborated by 78% of respondents in a recent study developed by Awareness.
Content Marketing to Promote Engagement
A recent eMarketer report showed us some of the key factors in creating quality content and succeeding, which are to focus on creating value, using storytelling, choosing the right broadcast channel and getting traffic. The main thing is to get in the client’s skin, listen to him and attend to his requests.
One of the three main reasons why users follow a brand is because it provides them with interesting content, brands have already guided their strategy in order to capture their customer’s attention and encourage engagement.
Mobile: an opportunity for emotional engagement
The Smartphone is, more and more frequently, the device that helps the consumer to make their daily purchases in the supermarket. The result, reflected in the report “Mobile in the Consumer Journey” of Microsoft Advertising, anticipates that, until now, the applications and promotions developed through the mobile are directed only to the rational part of the consumer. According to the study, the mobile is an emotional device, and therefore, is missing a unique opportunity to achieve engagement in that regard.