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Return on engagement

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As brands are increasingly focusing on “publishing” content on the web, and building communities of people who engage with and share that content, the question remains, exactly what impact does that …

As brands are increasingly focusing on “publishing” content on the web, and building communities of people who engage with and share that content, the question remains, exactly what impact does that earned engagement have on brand equity and product purchase.

This whitepaper will put forward a method not only to track engagement but to understand how that engagement actually impacts perceptions and behavior.

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  • 1. Return  on  Engagement  -­‐  White  Paper       Tracking  The  Impact  of  Content  Lead  Marketing   Philip  McNaughton   Published  20.04.12     w w w . f a c e g r o u p . c o m  
  • 2. INTRODUCTION  As brands are increasingly focusing on ‘publishing’ content on the web, and buildingcommunities of people who engage with and share that content, the question remains,exactly what impact does that earned engagement have on brand equity and productpurchase.How can we track engagement and help to diagnose what types of content and levelsof engagement actually shift the needle in the way we want it to. What are brandsreally looking to achieve when they act this way?
  • 3. RETURN ON ENGAGEMENTThe idea is simple: connecting real time ‘implicit’ behavioural data around our contentand campaigns online with ‘explicit’ survey data captured around a specific group ofpeople who are engaging with our content.By tracking a group of real users over time in terms of equity scores and claimedconsumption we can see how engagement with different types of content does ordoesn’t impact on the things we really want to measure – consumption.To gain even more perspective we can add a 3rd layer of data which is that samegroups’ general social media behavior: brands they like, content they view and share,to give us a more complete picture of the competitive set for our own brand and howthat impacts on their likelihood to consider and buy us more often.In short, it’s a synthesis of 3 different data sources, aimed at understanding howengagement with content actually impacts on perceptions and behavior: • Database of actual behavior around our content • Survey data amongst a specific cohort • Social media data around all online content experienced
  • 4. HOW IT WORKSTo do this a brand has to be able to obtain specific data in terms of a group of userswho are engaging with its content online (usually through a registration process whichleads to a database which can be linked to analytics – actual behavior.)We can then initiate a multi-stage, multi-level tracking process 1. Pull a specific sample of engaged people or ‘users’ into a short survey capturing brand equity scores and claimed consumption. 2. Conduct same survey with a control group of ‘non-users’ 3. Tap into social media data attached to ‘users’ 4. Survey is repeated at intervals (e.g. biannually) with the same people to track shifts in equity and consumption. 5. Survey and social media data are linked to database analytics to fully diagnose how behavior and attitudes are affected.Because we are tracking a very specific group of ‘users’ who we know are engagedongoing with our content we can start to see: • Any impact of engagement on equity and consumption at a macro level • Specific diagnostics of what types of engagement are correlated with the biggest changes in equity / consumption • How different segments of an audience are likely to be affected differently (e.g. are we just doing better with those who already love us)
  • 5. APPLICATIONSWhat can you do with the outputs? • Fine tune content strategies to isolate those parts that have the most impact • Understand who and how content strategies are really influencing • Identify the behaviours we are really looking to influence in the digital space • Assess the impact of our content in the context of what competitors are doing • Better understand the audiences and communities we are building onlineGoing forward, we see the return on engagement model becoming a key metric tounderstanding how using content as an engagement strategy can really pay for itselfand how to maximise its impact in the areas that matter most – equity and sales.
  • 6. FOR MORE INSPIRATIONPlease contact Francesco D’Orazio at Francesco@facegroup.com or at @abc3d onTwitter for a chat and take a look at some of our other presentationsThe Brand Graph – Dynamic audience mapping through social media datahttp://www.slideshare.net/Facegroup/mapping-the-brand-graph-a-study-of-the-o2-audience-on-twitterFrom Data to Insights – Building accurate consumer insights from onlineconversationshttp://www.slideshare.net/Facegroup/from-data-to-insights-building-accurate-customer-insights-from-online-conversations

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