Establishing an Engagement Strategy

Before businesses make the leap into the social web, it would benefit their reputation to take a step back and consider the consequences of a poorly organized engagement strategy using social media. Simply put – social media engagement is how your business manages and interacts with conversations regarding the brand throughout the social web – be it on a company blog, Facebook, Twitter, etc . . .

The first step, and arguably most important, is to listen and monitor the conversations on the social web. Creating and implementing a custom  social media dashboard is becoming best practice to help monitor brand mentions and help detect growing trends for your brand. Once you have established a system to monitor your brand, you’ll then be able to answer these questions;

What are the main channels of communication for your brand? Too often, businesses will take a blind leap into the social web by attempting to have a presence in as many social networks as they can. This is not the most effective strategy, as you could be focused on building community around your brand where it may not exist. Instead, monitor your brand’s dashboard and identify where your audience is established – be it on microblogs, such as Twitter, social networks, such as Facebook, Blogs, Forums, etc..

Who are the players in your space? By monitoring your brand and the people who talking about it, you can begin to identify who the influencers in the community are, along with who your brand evangelists are. It pays to interact with the influencers regarding your brand because they typically have established a large following within the community.

How do the conversations start? All conversations on the social web have a starting point, no matter if they are one-to-one on Twitter, or found in a forum thread with many users conversing together. Taking some time to identify how the conversation was kicked off can be huge insight for a brands market research team. Positive or negative – each conversation is a type of mini focus group.

When to engage your brand in the conversation? I feel that this is the most important question to answer before engaging your brand in any social marketing relationship. At what point do you feel that your social media profile needs to act as a customer service rep or give expert advice on a product or service? Once you have engaged your brand in the conversation, it is very difficult to find an exit strategy without sacrificing your brand’s online reputation.

Something to think about as you help your brand a create solid engagement strategy for the social web. Enjoy your Wednesday!

Everyday is Monday

The old adage of “if you want something done give it to a busy person” continues to prove itself as Backbone is entering the season where everyday  is Monday.

Let’s see, pre-OR season deadlines and Sales Meetings are aligning perfectly, the Brunton Brewfire has been in the NY Times, POC CEO Jarka Duba was profiled in Entrepreneur on Backbone Highlights and new client Reusablebags.com lines up with the major trend of one-time use plastic bags being banned Seattle.

Anyone care to guess how many throw-away plastic bags are used in North America annually? Or how many sea turtles are killed by them? Answers here.

Kintzler was just through town prior to Gerber sponsored Rashad Evans UFC Championship fight. As the PR world changes – Backbone is too with the addition of Jonathan Georger who will work with our current team in building Backbone’s social media offerings. We also have some other cool stuff brewing…

As Kurt Vonnegut penned, “so it goes.”

TAPPED- The Trailer

By the 2030 the United Nations estimates two-thirds of the world will lack access to clean drinking water. Tapped, the newest project from Atlas Films, and in association with the Clinton Global Initiative, will illustrate the impact of the global water crisis on America and what we can do as individuals to enact change sooner rather than later. Tapped examines the role of the bottled water industry and its’ effects on our health, climate change, pollution, and our reliance on oil.
It will change the way you look at water. The film will premier at Sundance 2009.

Of all the plastic alternatives, Atlas films chose Klean Kanteen to outfit their crew while filming. Quite a compliment.

[youtube=http://www.youtube.com/watch?v=72MCumz5lq4&hl=en&fs=1]

Hanging in the Swell

Just getting back from an awesome week with some great “peeps” in eastern Utah’s San Rafael Swell. Our team of twelve assembled near Goblin Valley to do some testing of the Black Diamond Spring 2010 pack line. The deep, narrow canyons of the Swell were excellent testing grounds, giving us the opportunity to explore some of the most incredible terrain anywhere.

Breakfast Pack Discussion-Day One

Breakfast Pack Discussion-Day One

Let the games begin.  Art or no art?  Time for some cairn spotting…

Mapping out the route ahead

Mapping out the route ahead

Making sure not to disturb the “crypto,” our first “tour de jour” included Swell classics Little Wildhorse and Bells Canyon.

IMG_1332

IMG_1348

Black Diamond intern and Colorado Rocky Mountain School “graduate-to-be,” Hayden Kennedy.  Feeling energized, Hayden is psyching himself up for his next jaunt to Hanksville with jLd.

IMG_1362

When we exited Little Wild Horse, the clouds rolled in and thunder storms skirted to the east.  The weather was cooperating though, as the clouds kept things cool on the hike out.

Heading out of the slots

Heading out of the slots

Our next day we headed to Upper Chute Canyon.

IMG_1371

Penn looking back through the keyhole slot.

IMG_1376

Kristin rocking the full body stem, with Ryan and Justin wondering whether they should do the same?

IMG_1378

At every turn, a new corridor…a new space to explore.

IMG_1399

Resting for the final push out from Upper Chute Canyon.

IMG_1400

Desert flowers.  And some more sun…we were leaving the slots behind.

IMG_1403

A self portrait wraps up another great day with friends in the Rafael Swell.

IMG_1406

May 18-21, 2009