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What to Do When Your Audience Doesn’t Want
to Engage?
Marisa Peacock!Principal, The Strategic Peacock
image: elbonino via Pixabay
marisa peacock
@marisacp51social media strategy
image: Sean Park2009 via flckr
Forrester’s Ladder of Social Technographics!
In 2007, Forrester Research developed its Social Technographics data, which classifies consumers into 7 overlapping levels of social technology participation.
Who Are These Wallflowers?
The Joiner – The person who signs up and maintains multiple profiles across social networks.! !
! The Spectator – The most common type of user. This person may also be referred to as a ‘lurker’. They read blogs, view user-generated content, read online forums and search for user reviews and ratings. They do not upload or share much content.!
! The Inactive – The person who is online but who does not actively use any form of social media.!
! !
image: wallflower in honey by Sara Lee Parker
• Defined as users that are following you and haven’t tweeted/posted in the last 3 months
• Sites like FakeFollowerCheck, JustUnfollow and apps like Socialbro can tell you who’s inactive on Twitter & Instagram
• Facebook insights will show how many fans are engaged
Got Inactive Fans?
Fake or Inactive?
• Fake users don’t really exist and were created to send out spam, win contests or boost follower counts!
• Inactive users are online but don’t participate in any form of social media. Doesn’t post anything or read anything which is user-generated content.
image: Shutterstock
Inactive vs. Spectator
• Inactive users may not have intended to stay connected to a brand after liking or following it!
• Spectators are interested, but have not been compelled to go beyond watching and occasionally liking or favoriting something.
image: Glyn Kirk/Agence France-Presse/Getty Images
Spectator vs. Joiner
• Spectators are interested, but have not been compelled to go beyond reading, watching and occasionally liking or favoriting something.!
• Joiners are present on social media websites to maintain their own profile and their relationship circle. They also absorb information to upgrade their own knowledge.
image: stock photo
Can You Re-Engage !Inactive Users?
• Start with your email marketing. Identify your inactive email recipients — those who have never opened an email. !
• Export email addresses and upload into programs that can link email addresses to social networks. (CubeSocial, FullContact, TowerData)!
• Sample their social media activity — are there any networks they are active on?
image: Fortune Cookie by Natalie Dee
You May Not Want To…
• In April 2013, Burger King of Norway wanted to find out just how many of its 38,000 Facebook fans actually were fans of the brand
• Decided to re-launch its Facebook page by offering all of the followers of its previous page a free Big Mac to not join the new page (that’s almost 1,000 Big Macs)
• Approx. two-thirds (or 28,000) of its Facebook fans took up the offer, leaving just 8,000 fans on the new page
“We stopped focusing on how many likes we had, and put time and resources into finding out what to talk about and how to engage our fans.”!
!— Sven Hars, Burger King Scandinavia marketing director
Identify Your Spectators
• Do you recognize the names of those who frequently like or favorite your posts? !
• Are they current or former customers?!
• What is it that you want them to do? !
• What does their customer journey look like?
image: stock photo
Leverage Influencers
• Partner with influencers - get them to share your content, review products, etc
• Invite influencers to contribute a new voice to your page
• Deliver promotional content by targeting the accounts users follow
image: stock photo
Reward Any Engagement
• Offer coupons, promotional codes through direct message, email
• Let them know you care, are interested in their opinion
• Give them individual, personalized attention - phone call, nudges, notes
image: Maridav via Thinkstock
Redefine Engagement
• What does meaningful engagement look like for your audience? what is reasonable?
• How can you measure successful engagement?
• Record milestones, set benchmarks for success;
• Experiment with different tactics — posting time, accessibility, etc
image: stock photo
Questions?
Contact me @marisacp51
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