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Why Online Retailers Need to Start Engaging
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What is ‘engagement’?
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noun1.
the act of engaging or the state of being engaged.
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verb (used with object), engaged, engaging.
1.to occupy the attention or efforts of (a
person or persons)
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Where do we start?
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“We have two ears and one mouth so that we can listen twice as much as we speak”
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Audience
Customer data
Google Analytics
demographics
Social listening tools
Social platform analytics
Market research/
Industry data
What does your online audience look like?
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Audience
News sites
Social Media
Forums
Review sites
Blogs
Where do they ‘hang out’ online?
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What are they already engaging with?
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Build your online personasEmma, 24
Shares video content regularly, also has own
personal blog
Most likely to read sites such as Buzzfeed
Main social channels are Snapchat and
Mark, 36
Shares quizzes and picture content fairly
regularly on Facebook
Most likely to read traditional news outlets
Main social channels are Facebook and
Bob, 58
Less likely to share but spends a long time on informational content
Most likely to read broadsheets
Not a big social user
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Stories not Content
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Inform or Entertain
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What makes something engaging? What makes me want to act or share?
Inspire me…Excite me…
Entertain me…Inform me…
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A quick note on mobile…
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