As we're thinking about strategy, you need to think about two things. One, is you want a strategy that will really impact a high valued market and bring them to a networking side, or to a private virtual community, or to a nurture program that's designed especially for them. But the other thing you need to do, is you need to think about, how am I going to keep them coming back? I don't want to just spend money to build a one time relationship with a target market. I want to build a relationship over time. So, I think of these as what I call, community support systems. And the interesting part, is you can use them for every one of the social strategies, but you're going to do it differently. And so in the community support system, what you want to do is to do additional components or additional things, actions if you will. That'll keep your markets coming back to you. We can use them for all three strategies, but in very different ways. But it's vital for Social IMC to make that work. But is also benefits all the other strategies. So let's talk about those. In engagement marketing, what you need to do, is to think about ways that'll make that engagement more two way, as oppose to one way. A one way communication is where I'll go out and I'll just put great content out on say, my Facebook's page or my Pinterest page and people can consume it. I don't ask them to do anything. I don't ask them to think about anything. I just hope that it will engage them enough, that they'll stay with me. A better way though, is maybe thinking about making it two way. For example, one of my clients does story systems for closets. And so what we do when you come to the website, or you're perhaps reading a blog or things, we'll ask a one question survey. The survey is really easy to answer, and what we do is two things. We ask you a question that you'd like to answer. As soon as you answer it, we show you a pie chart with what all the other people in your community are saying in answer to that question. For example, they do story systems, so one of the questions we ask is, what is the messiest room in your house? If you check garage, then you'll see how many people also thing that garages is the messiest room. It's very easy to do, it's kind of fun and it keeps people coming back. And it gets them more engaged in a two way conversation. If you want something a little more long-term when your writing a blog, ask your target market to respond to it. What do you think of this? Do you agree with my position? Or do you disagree? And what you do is, you ask them to give a response. Then you respond to them. You just tell them why you think your position is different from what they said or what they might be missing. Or you reenforce what they're saying. When you start doing that, other readers will also join in the conversation. You have of sort of a minicommunity talking about this subject that's in your blog. And so it's a way of keeping people coming back, because they want to see what other people have written, and it gets them going. The other thing is contests, either online or real time. If you make if fun to work on a common problem or challenge, people like to do it. So sometimes it's really fun to actually put out a problem or a challenge and then say, let's work on it on our website or whatever, to get people to come back over and over again. You're going to be taking them out of the engagement strategy but doing it in a way that'll actually make it fun. This is really powerful, especially when you're targeting a passion market. People in passion markets love to tell you their opinions and their ideas and it works well. You can also figure that out, the same sort of things, for a trigger event market, but passion is where it's really easy to see the application. For nurture strategy, we want to do it a bit differently. It's very similar to engagement in that we can use the one question surveys and things like that, but remember, these people are on a journey. One of the things that's really high impact is to give them a tool that they have to download and use. It keeps them connected to you over time. For example, as people are approaching the point where they're comparing other options, give them a tool that has easy check boxes. You've gone through a whole series of criteria and you've checked it for your product, give them two or three or four columns in an Excel spreadsheet where they can do that for the competition's product. That's especially useful if the lines that you put into the spreadsheet are things that you're really good at and you know the competition isn't. So give them tools like that. Give them a way to use your insights and your knowledge to really advance their mission to solve a particular problem. In terms of nurture strategy also, think in terms of webinars and other two way events. You can do things like meetups. You might even do on-ground events where you're meeting with people in a particular region. The key is, those are two way conversations. They're two way systems that allow nurture to become much more than a one way transmission of an ebook, or something like that, into a two way dialog with people that you find high value. Some organizations even gamify their nurture strategy. The more things you watch, the more things that you download, you get more points. And that works well if you have a real time marketing system to keep track of that. The system, and what we're discussing here in nurture works equally well in passion and trigger event markets. So use it where you can to show that you understand their mission. The more that we can do things that say, hey, I understand where you're going and here's the tool that will hep you get there, the better. For Social IMC, remember you're building a private virtual community. In the discussion on Social IMC, I used this graphic that's on the left. The key is, you're not trying to be everything to them. But you have to make it fun and valuable to keep coming back. So think about filter and focus. Why not put out articles and videos and podcasts that you find that are really good? Think about two way engagement, especially with passion markets. So you might think about building in a forum page or a bulletin board, much like you use here in Coursera, that allows people to engage on topics of interest to them. Gamification is a major strategic advantage for this strategy, we've covered it. But you need to have the gamification, you need to have a feedback system so I know where I'm at. And you need to have a rewards structure that really keeps me coming back to your site. So as we're moving through these strategies, think about how we're not only going to go to them with our go viral marketing plan. But, how are we going to keep them coming back time and time again to begin to build a stronger and stronger relationship with them?
