SnapApp of the Week: The Digital Engagement Selfie
February 13, 2015 | Dan Trefethen
When you’re down in the trenches focusing on your day-to-day activities, it’s pretty easy to get lost in the details of your work. Every once in a while, it’s important to take a step back and take a closer look at the your processes and make sure your brand experience is aligned across all channels.
LivePerson, a provider of customer service and engagement services, realized that far too many executives forget to do this – and end up with lackluster results. They partnered up with Retail TouchPoints (RTP) and G3 Communications to get people excited about taking selfies. Digital selfies, that is.
“As the ‘selfie culture’ continues to emerge, we couldn’t help but wonder: What if a business took a selfie of their organization?” said Alicia Fiorletta, Senior Editor of Retail TouchPoints. “How would it stack up against customer demands?”
A New Perspective on Customer Experience
This brain trust came up with the Digital Engagement Selfie Assessment: an opportunity for executives to stop and critically consider their current strategies – what’s working, what’s not working, areas to focus on, etc. LivePerson wanted to gauge where all organizations were in terms of creating a seamless experience across all channels: The web, mobile, chat, and social media. At the end of the assessment, users were presented with additional resources in the form of tips and best practices to continue improving their customer service and engagement solutions.
The team was excited for the ability to get executives to “rate” themselves, while at the same time providing a compelling call-to-action to learn more about customer engagement/service best practices and solutions.
This SnapApp is a great example of using an assessment to provide value while also collecting information about your audience. The team’s ultimate goal was to reach a broad sample of organizations varying in size and industry to gather information and report on key trends and findings around customer service and engagement. In order to achieve the sample size they wanted, both LivePerson and RTP promoted the Digital Selfie App on their respective blogs and social media channels.
The SnapApp was the first phase in a three-step campaign. The responses and the results of the assessment were used to create a follow-up e-book and webinar – both of which hit on core trends and best practices. The ebook and webinar were promoted through several blogs that included a call-to-action to take the assessment, and the team even embedded the SnapApp in the ebook itself to encourage continued engagement with the assessment.
This Just In: People Love Taking Selfies
The SnapApp received nearly 300 responses, from initial promotion on blogs and social sites all the way through embedding the assessment in the e-book. The team at LivePerson also received a lot of praise, with some users reaching out to individual employees saying it was the most creative campaign they’d ever seen.
This assessment allowed LivePerson to connect with their subscribers and followers in a fun, creative, memorable way which resulted in more honest feedback than a static survey. It was also a great way to develop a strong sense of branding consistency for all three assets throughout the entire campaign.
As a result of running this SnapApp campaign, LivePerson now has a valuable asset – the ebook – which will continue to serve as evergreen content to provide ongoing lead generation.