How to write great use cases to drive engagement

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You need to come up with a plan on how you can communicate with your consumers via email, mobile, & social media. To keep the user even more engaged you need to make sure that all three channels are truly driving a relevant two way dialogue. Here are five things you could do to make sure that you are communicating in coordinated fashion.

1 - List Channels & their Purpose - You use email for offers, updates, & transactional messages. You may be using mobile for offers, alerts, & transaction receipts. You use Twitter for customer service, Facebook for engagement & contests, & your Blog as a repository for information. Create a grid where you list each channel (or sub-channel) and what the purpose of each channel is - so you know where you’re making contact with your customers and prospects.

2) Who is your Consumer? (customer, member, prospect) – Ask different people in your organization who they think they serve and build a persona for each profile/ type. For instance, Jill is 30 and single; Brad is 45 and married with two kids; Ed is 65 and married. Put together information about each type including how you should communicate with them, map this information with your subscribe page, preference collections and surveys to insure you are capturing information effectively.

3) Write your Script – Think about messages to help you fulfill the purpose of each channel. Think about the person(a) and how you would communicate with that person(a) over that specific channel. Think about ways you can drive people from one channel to another. People may not buy instantly, you may need to guide them through a series of messages before you can get a sale. List those use-cases and group them together.

4) Test your Message – Will the message you’re sending appeal to your core groups? Will Jill respond, or is this message designed more for your Brads and Eds? Make sure you’re segmenting based on content/ offer epically for the top portion of your list.

5) Don’t forget about Growth – Using the combinations created; determine how to attract more consumers like them from both your existing base as well as new prospective consumers. Think about what motivated each type to give you their contact information. Leverage this information to create compelling reasons as to why your consumers should provide you with their contact information. Do this across channel. Keep it engaging. Keep soliciting feedback. Alter as necessary.

Remember to engage with your recipients as often as possible, and never forget to factor all possible places they could interact with your brand.