Consumer engagement is the resulting impact of firms/brands interacting with consumers through a variety of marketing initiatives. The goal is to create meaningful consumer impact and generate positive behavioral and (or) attitudinal changes. Over the years, marketers have been using variety of strategies to find, target and acquire consumers, and eventually engage with them post-purchase. The explosion of the digital channels, especially social media channels, has now provided marketers with interactive channels to engage their consumers. However, these myriad channels have also made marketers’ job more challenging than ever before. Despite the most recent and hugely successful social media brand building campaigns (e.g., Old Spice, Southwest Airlines), not much is known about the factors that need to be considered when devising a successful social media campaign and engage consumers with brands.
Today we will watch a webinar by Mr. Mike Slone, Interactive Director, Vail Resorts Inc. He will explore to explore the key elements of consumer engagement, and how these elements need to be harmoniously integrated with the modern channels to devise a successful social media campaign. The context of the presentation is Vail resorts award winning social media marketing campaign. In this presentation, you will hear-
1. How consumers’ inherent propensity to talk, socialize and share their consumption experiences can be creatively used to provide an authentic social media experience.
2. How to develop social media engagement tools including mobile-based location services that naturally fit in with existing products and experiences.
3. More importantly, how to use these channels not only for external but also for internal marketing i.e., excite your employees and empower you internal culture.
4. Other important lessons that we learned through trial and error regarding the dos and don’ts of using digital (social) channels.
