Discover your Digital Engagement
From auditing the business’ Digital Assets, we know that digital customer data and stats, as well as what experiences and services you have to offer, digitally are important assets. Customers are your business’ most valuable asset, and many organisations now work in a two-way relationship with customers on ideas that generate value together. We all know that social review sites have the power to destroy and make businesses online. This audit considers the currency of your digital engagement – how deep and strong is your relationship with your customers? How engaged are they with you? How dynamic is their participation with you?
Shared under a Creative Commons BY-NC 4.0 License.
- What do you offer your customers to hold their interest?
- How do you activate them to become an active ambassador for what you do?
- How do you involve your customer in what you do?
- How do you work together with customers to co-create value?
- How do you build your live and digital communities?
- What other online communities do your customers engage with, and does your organisation relate to those?
Now, list the channels and tools that you use for digital engagement and what type of content you share on each. What does successful digital engagement look like when it happens on each of these channels? Are there specific digital assets that you use with specific customer groups, or channels and offers that you utilise for specific audiences? Take a look at a day in the life of your digital media channels. Consider:
- How much of the time are you engaging in dialogue?
- How do you listen and respond to your customers’ ideas or fears or complaints?
- How much are you pushing/sending information?
- How can customers participate with your online presence?
You could also usefully review your website, e-newsletter, and social media statistics with Google Analytics and Google Trends, and find out how others talk about you online by using reputation analysers like Klout, or by reading peer review websites like TripAdvisor. How engaged are your online audiences? Consider how many of your online audiences are simply visitors, interested return visitors, involved members of your online community, or key ambassadors.
Create a baseline of quantitative, qualitative, and anecdotal metrics - this is what you will measure levels of digital engagement against in the future. You might like to use sticky notes, images, screenshots, survey results, analytics to pull together all the results of research and present them visually. The Government's Digital Service has found that comendeering their own wall space to show off the results of their user research has attracted interest from anyone walking past!
This case study video tells the story of the Royal Conservatoire Scotland’s digital transformation to enhance their digital engagement with all their stakeholders:
In relation to your users, you might also like to consider auditing your Value Proposition and your Business Model. You might want to additionally audit your digital proficiency, your digital technology, and your digital assets to see where digital technologies play a part/are business critical.