Lessons in Customer Engagement

02 July 2012

Credit Kathryn Bullock - Visayan Warty pig, Dumaguete, Philippines

You may remember that back in August 2011 I wrote a blog about “Content is King” however many social media experts such as Mari Smith have concluded that “Engagement is Queen and she rules the house”. 

So I thought I’d share a story about warty pigs and a lost customer engagement opportunity. BBCRadio4 recently had a story about the discovery of the endangered Visayan Warty Pig and Visayan Spotted Deer in the wilds of Negros National Parkin the Philippines.

 The presenter John Humphries encouraged listeners to go to the BBC website to see the photos of the animals. He admitted it was rather hard to see them as they were taken at night.  If curious listeners and wildlife lovers had gone to the webpage they may indeed have been excited or disappointed. You can judge for yourself.  Having just returned from a trip to the Philippines I thought that I could share my close up photo of this amazing animal in the small and friendly wildlife park in the nearby city of Dumaguete.

 Sadly the only way I could share anything was to send an email into the website or post an actual letter to their head office. I was unable to comment on the photos, like the page or tweet about them. I could however bookmark the page or share the story on Facebook but the dark photos did not encourage me to do that.

 So what did the BBC miss if listeners had been able to do all the things mentioned above?  

 Their facebook page has 46,000 fans with an engagement rate of 2%.  So if 2% of their fans  shared with their average 150 friends and 16% of them had seen this in their newsfeed and another 10% of their friends had seen this – that’s a total of 46,000 x 2% = 920 fans x 16% = 147 fans + 10% friends of friends = 161 engaged fans.

 Now the golden opportunity is that engaged fans have been proven to be 80% more likely to buy goods and services from an organisation.  We have here an audience potentially interested in wildlife, which is of value to organisations trying to reach them and BBC has a raft of wildlife programmes, DVDs etc of interest to this core audience. In addition BBC had another Chester Zoo warty pig story, but the opportunity to link the two pieces of content was lost.

 However that’s just the social “share” and “like” opportunity explained. We also have the benefits of content supported by tweets and likes. The higher the number of tweets, “likes” and Google+, the more attractive the content is for people to read.  As it turns out several people tweeted about it but you don’t know unless you have a hashtag for the topic to track this. e.g. #wartypig.

Then there’s the opportunity to have a newsletter signup (which could have been targeted for wildlife lovers) and Twitter follow buttons. Placing your email and social channel sign ups amongst your richest content, such as your blogs and unique photos is essential for maximum conversion.

Good content and engagement go hand in hand and I hope you will agree that for the King and Queen to live happily ever after your customer relationship strategy has to consider how they can work together for your target audiences. 

 How do your curate your website content?

Do your customer engagement plans utilise your best content?

Do share your comments with us

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