The opening talk, delivered by two gentleman from SocialVibe, was much more insightful than the panel that followed. The two laid out several extreme case studies, using them to clearly and directly explain their take on what makes truly effective engagement: executions that leverage some combination of consumer motivations that earn value. Those motivations are:
1) Good (allowing users the opportunity to do good deeds)
2) Attention (providing a forum for self expression)
3) Experience (giving users the ability to have valuable/desirable experiences)
Good + Attention: In one case study, the explained how HP tapped their customer base to provide technical support… to itself. They gave users autonomy and the forum to respond to each other’s queries. It turned out to be a huge success. The service provided by user for user was superior in quality, speedier, and of course radically cheaper, than what HP had provided in the past.
Good + Experience + Stuff: In another case study they talked about UK mobile service provider GiffGaff. The company appealed to “pissed-off nerds” tired of the way their old providers conducted business by crowdsourcing all of their administrative and sales functions, in return for certain remuneration. They were able to operate with customers as their marketing, support, and research personnel. They gave a targeted audience a powerful, topical incentive and they achieved true engagement.
Experience + Attention: Local Motors is an open source car company out of Massachusetts. This company actually co-creates automobiles with their community, allowing users to design and engineer. Their first vehicle, the Rally Fighter, is currently in production. They give their user base an incredibly unique and desirable opportunity: actually making a car and having your name emblazoned on the side, an honor not even the designers at Ferrari are bestowed.
The key learnings from this session:
1) Packaging the opportunity is crucial to the value earned
2) Social media isn’t as accurate as hard data, but if properly utilized it can be an invaluable source of ideas and creative direction
3) Think of engagement less as selling and more as “recruiting”
Next up: HOW CONTENT MARKETING IMPROVES LEAD GENERATION AND SALES (FIT)