Pubcon New Orleans 2013 Kickoff Keynote: Michael Slaby on Engagement and How We Win
Understanding engagement, empowerment and communications in an interconnected world.
Social media has reached a level of ubiquity and social behaviors are directly related to how weconsume information. Getting information from unlikely places is the new trend. So how do you communicate effectively in this kind of media? With the popularity of social media and the evolution of journalism thanks to blogging, everyone becomes a creator, consumer, and sharer of content. How you reach people in the online marketing landscape is a huge challenge, as well as how users will engage is a crucial concern for the success of your marketing efforts.
Be prepared and have opportunities for users to engage with you everywhere. Have a consistent set of clear values, and speak coherently.
Organization flourishes with clearly set values, mission, strategy, and tactics. Most organizations struggle with the values element of this because they try to appeal to everyone. Large organizations struggle to articulate who they are and what they believe. If we are going to empower everyone in the organization, you want to align values and a clear mission to every level of the organization. Have a mission that people believe in and want to be a part of—you have to know where you want to go.
Know what you want to achieve, how you define success and let that help you map out your measurable goals. Actions that lead to success combined with programs that drive action can bring you the engagement you ultimately seek. Your tactics are a combination of platforms and tools that you choose to utilize on your marketing mission.
Making digital marketing a core element of an organization is essential. Elevating digital andunderstanding its power, as well as staying current and aware of the world we live in are vital elements of communicating with your audience. Create a real time user experience for people, see the people across the systems and understand how they share data. View your company’s online and offline outreach efforts as a unified experience.
Content drives community—search is social and everyone’s experience is different. Microlistening involves taking notice that there are millions upon millions of individual conversations. Managing communication on every level, from a Facebook wall to a call center, is a way to hone in on the microlistening and become a part of the conversation. Graph search, social search and the conversation topics that are taking place are part of the essential dynamic for online marketing. How can you think smarter about taking advantage of online opportunities? Data and analytics can be extremely valuable in understanding your reach. Which conversations are you part of and what are people saying about you? Don’t be discouraged when users occasionally disengage, your voice and your brand might not be what they are looking for and that’s okay.
Be who you are and only who you are. Understand success and think about what it means to you—and do only what matters to reach the ideals you lay out for yourself and your brand.