How to Build Your Customer Engagement Strategy: The 9 C's of Engagement
It's time companies stop viewing social media as a soap box for extolling their own greatness. Customers don't want to be told what they should like, they want to be given a voice, listened to, and engaged with in conversation. For most companies, this requires a shift in strategy. For guidance, we partnered with Software Advice to deliver “The 9 C's of Engagement” by Constellation Research CEO, R “Ray” Wang.
“We're getting very close in social media to what we call channel fatigue. Think of all the social media channels you are on.There are constant demands for your attention and you're completely bombarded,” Wang said in a recent interview with Software Advice, a technology advisory and reviews publisher.
To overcome this challenge, Ray explained that companies need to engage with customers in ways that are natural, trustworthy and authentic. To do this, savvy brands are integrating social experiences and social media content at the time and place that is most relevant to what their target customers are already thinking, saying, and doing. This allows customers to interact, share, and help drive the content on your website, reinforcing the feeling of connection with your brand. For example, we recently worked with TaylorMade to create a “Social Hub” that leveraged this model – it has since become the ultimate destination for golf fans and is full of user-generated images, videos, and more.
In the video interview above, Wang dives deeper into how companies can create a customer engagement strategy based on his “9 C's.” Let us know what you think in the comments below.