Engagement MarketingThis strategy is used primarily to draw attention to your brand or product using Social Media channels. And while that may seem to be the answer for everyone, Engagement Marketing is an anonymous interaction between you and your audience and is not used to build customer relationships.
Focus - Social Network Channels
Goal - Short-term engagement
Relationship - Anonymous
Usage - Most markets (Especially lower price point products)
Engagement - Content RULES! (Go viral!)
Branding - General brand positioning
Desired Actions - Viral actions
Metrics - Measured with channel metrics (Likes, Follows, etc.)
Product Purchase? - Intuitive (higher sales MAY be attributed to Engagement campaign, but is not definitive)
Social (Nurture) MarketingNurture marketing, as the name implies, involves building a "private", longer-term relationship with your potential customers and helping them throughout the consumer life cycle. Using social media for this strategy involves gaining your target audience's awareness and getting them to engage content on your website, such as signing up for email campaigns or newsletters.
Focus - "Private" relationships
Goal - Longer-term engagement
Usage - Higher value target markets
Engagement - Content based engagement
Branding - Branding through content
Desired Actions - Move audience from awareness to consideration to purchase
Metrics - Implicit and explicit measures to identify persona (You nay have collected some basic info you can tie to sales, email address for example).
Product Purchase? - Likely product purchase is known
Social IMCSocial IMC is defined many different ways, but for this purpose I am using the term to describe the process of using Private Virtual Communities to "market" your brand and products. This strategy involves your target audience becoming a member of a private network (which is sponsored and managed by you) and engaging in relevant conversation with like minded people.
For example, let's say that you own a garage specializing in high performance, classic muscle cars. Your marketing strategy can be to build a private virtual community where enthusiasts can post pictures of their cars, get help with mechanical issues, locate parts, etc. When the time comes that they need a PRO to help with their latest project, you are a trusted source who has been there for them by sponsoring and maintaining that awesome website!
Focus - Community relationships
Goal - Long-term engagement
Relationship - Proactive
Usage - Highest value/high opportunity markets
Engagement - Community empowerment
Branding - Tailored brand positioning
Desired Actions - Community and product actions
Metrics - 1 to 1 database and behavioral, social, business metrics
Product Purchase? - Product purchase is known
Which is best for me?To answer that question you need to review your social media goals and evaluate not only your target audience, but what resources (personnel, IT, funding, etc.) you have available. Compare your goals with the key points listed above for each strategy and think about what type of campaign you could do within that particular model. And no matter which one you choose to do, track, analyze, and edit as you go!
All Done!Many of the subsequent articles in my blog will talk about topics which go hand in hand with what we've covered over the past 6 weeks, so be sure to check back next Monday when we will talk about Gamification - what it is and how can it help drive engagement.
I would like to give a special "shout-out" to a few individuals who have truly impacted my approach to Social Media and have inspired me by sharing their ideas and thoughts to the rest of us:
- Randy Hlavac - Marketing instructor at Northwestern Medill IMC Business
- Andy Crestodina -Web Strategist and co-founder of Orbit Media
- Rebekah Radice - Award Winning Social Media Writer, Strategist, Author, Speaker.