Brand Engagement Online:
Marketing Myth or Nirvana?


   Robin Gurney, Jan 2007
21st Century Marketing


“If the 20th century was about ‘interruption’
   then the 21st will almost definitely be
   about...
3 Types of Engagement

» A consumer’s involvement with specific
  advertising - ”communication engagement“

» A consumer’s...
The Revolution Might be Blogged
 or Podcast..but Televised? Pah!
“I suspect that many of you in this room
   did the same ...
TV is a Waste of Money

“Most TV advertising is a waste of money
  and has become little more than
  promotion.......
Many...
The Attention Continuum
“The number of brands competing for consumer
  attention has exploded and consumers have
  changed...
Just “Doing Stuff” is not Enough

» “The internet is not media.
» It’s a multitude of media owned by the
  people who use ...
“The Internet is an Opportunity

» .... to rebuild individual connections.
» The internet is the return of conversation,
 ...
Engagement Marketing on
              Portals?
» Do NOT bomb people with advertising
   messages. Instead we should build....
TV was a family event
Engagement Marketing is Old

When TV was an
untested medium it
was “I love Lucy”
and “Texaco Star
Theatre” that
engaged th...
Marketers Follow Engagement

              »   Reality Shows
              »   Celebrity Dancing
              »   Skiing ...
Engagement Definitions

» Mine:
  1. The value created through awareness and
     participation. It can be positive or neg...
2 Weeks Without the NET?
           Would You do it?
» 2 weeks without the NET » IMPLICATION
  and keep notes          » Q...
What did They Miss?
                       Internet as Security Blanket
» 'The Internet has become a major part of my life...
And on Your Desert Island?
Engagement is Important.

 The Internet is Engaging
So how can we develop the brand
     as online relationship?
4 Es
You have an opportunity to:

» ENGAGE your customers
» EXPERIENCE your product or service
» ENHANCE your relationship...
To Succeed You will Need

» CONTENT (rich, unique)
» CONNECTIVITY (multiple touchpoints)
» COMMUNITY (multi-way dialogue)
...
Rules of Online Engagement

» Reach. Important
» Frequency. Balanced. Don’t overdo it.
» Cost. Efficiency.
» Interactivity...
Ten Commandments Of Online
            Engagement
  1) Respect the user
  2) Content is king
  3) Be irreverent
  4) It’s ...
Place, Involve, Empower, Measure

» “Advertisers need to be active where social
  engagement is happening online and offli...
Online Engagement:
 Why is it so Hard to Define and Measure ?



» Diverse goals
» Fixation on exposure
» TV legacy
» Proo...
Measuring Online Engagement

» PWOM and NWOM in blogs, fora etc.
» Links inbound
» Frequency & depth of visits /interactio...
Engagement Measurement Model ?
               (ARF)

(Engagement [of Brand Idea & Media Context] + Trust [of Brand & Mediu...
The Internet has a Greater Effect
  on Brand Engagement than Any
         Other Medium !!!!
» Brand’s own ads contribute 1...
Thanks also to the
                                                                websites of SMLXL, IAB,
               ...
And don’t forget

aeg eksperimenteerida™
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Robin Gurney-Brand Engagement Online: Marketing Myth or Nirvana?

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Brand Engagement Online: Marketing Myth or Nirvana?
Jan, 2007

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Robin Gurney-Brand Engagement Online: Marketing Myth or Nirvana?

  1. 1. Brand Engagement Online: Marketing Myth or Nirvana? Robin Gurney, Jan 2007
  2. 2. 21st Century Marketing “If the 20th century was about ‘interruption’ then the 21st will almost definitely be about ‘engagement’”. Alan Moore, SMLXL
  3. 3. 3 Types of Engagement » A consumer’s involvement with specific advertising - ”communication engagement“ » A consumer’s overall attitude and response to advertising - ”media engagement“ » The nature of a consumer’s relationship with a brand - ”brand engagement“
  4. 4. The Revolution Might be Blogged or Podcast..but Televised? Pah! “I suspect that many of you in this room did the same as me, quietly hoping that thing called the digital revolution would just limp along. Well, it hasn’t. It won’t” Rupert Murdoch
  5. 5. TV is a Waste of Money “Most TV advertising is a waste of money and has become little more than promotion....... Many marketing professionals are clueless about how effective their strategies really are.” Philip Kotler
  6. 6. The Attention Continuum “The number of brands competing for consumer attention has exploded and consumers have changed dramatically. They show increasing lack of tolerance for marketing that is irrelevant to their lives or that is unsolicited. Traditional marketing methods are overwhelmed by technology and often deliberately ignored.” Jim Stengel, Procter & Gamble
  7. 7. Just “Doing Stuff” is not Enough » “The internet is not media. » It’s a multitude of media owned by the people who use it. » You have to have a philosophical approach to using it. » Doing stuff is not engaging with people. » Just doing stuff will not engage people.“ John Hegarty, Chairman & Worldwide Creative Director, BBH
  8. 8. “The Internet is an Opportunity » .... to rebuild individual connections. » The internet is the return of conversation, dialogue. » Print and TV dampened that dialogue. » The internet encourages conversation, engagement, listening. » Marketers must start this conversation but must not fully expect to control it.” Niall FitzGerald KBE, Chairman, Reuters
  9. 9. Engagement Marketing on Portals? » Do NOT bomb people with advertising messages. Instead we should build..... 1. Relevancy: we need to understand where our consumers are and what they’re “on”. 2. Interaction: for unique experiences. 3. Relationships: fun, educational. The goal is a network of opportunities. David Pugh-Jones, Rich Media Strategist, MSN
  10. 10. TV was a family event
  11. 11. Engagement Marketing is Old When TV was an untested medium it was “I love Lucy” and “Texaco Star Theatre” that engaged the US audiences and that attracted the first advertiser investment in TV
  12. 12. Marketers Follow Engagement » Reality Shows » Celebrity Dancing » Skiing & Athletics » Extreme sports » Fashion Shows etc etc etc. » No suprises there.
  13. 13. Engagement Definitions » Mine: 1. The value created through awareness and participation. It can be positive or negative. 2. The creation of fulfilling experiences that encourage interaction and nudge people along a path towards consumption, loyalty and referral. » Official: • “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.” ARF, AAAA, ANA
  14. 14. 2 Weeks Without the NET? Would You do it? » 2 weeks without the NET » IMPLICATION and keep notes » Quantifying usage is not » Recruitment was tough. enough - too simplistic. Psychological ties and behaviour of 48% said “no way” online consumers shows this. » Withdrawal symptoms » Engagement is » “Feelings of being fundamental to disconnected” understanding the relationships between consumers and the channel Yahoo and OMD Study
  15. 15. What did They Miss? Internet as Security Blanket » 'The Internet has become a major part of my life. Every day of life without the Internet is frustrating.' » 'We couldn't plan a weekend getaway.' A 21st Century Social Network » “I haven't talked to people I usually talk to and have been tempted to go on instant-messenger because I feel out of the loop” » 'I'm starting to miss emailing my friends - I feel out of the loop,' Internet in the Workplace » 'I miss the private space the Internet creates for me at work.' » 'I've been taking physical breaks instead of online breaks at work. The difference is that I can't get right back into what I was doing,'
  16. 16. And on Your Desert Island?
  17. 17. Engagement is Important. The Internet is Engaging So how can we develop the brand as online relationship?
  18. 18. 4 Es You have an opportunity to: » ENGAGE your customers » EXPERIENCE your product or service » ENHANCE your relationships » more EMOTIONALLY than with traditional advertising SMLXL
  19. 19. To Succeed You will Need » CONTENT (rich, unique) » CONNECTIVITY (multiple touchpoints) » COMMUNITY (multi-way dialogue) » And, of course, COMMERCE (transactions) Adapted from SMLXL material
  20. 20. Rules of Online Engagement » Reach. Important » Frequency. Balanced. Don’t overdo it. » Cost. Efficiency. » Interactivity. Yes Please ☺ » Duration (time). NO averages.
  21. 21. Ten Commandments Of Online Engagement 1) Respect the user 2) Content is king 3) Be irreverent 4) It’s a private conversation 5) It’s not a joke 6) Change your creative department 7) Tomorrow will be different 8) Learn on the go 9) Complexity vs Consistency 10) Technoawareness Slightly adapted from a list by John Hegarty, Chairman & Worldwide Creative Director, BBH
  22. 22. Place, Involve, Empower, Measure » “Advertisers need to be active where social engagement is happening online and offline. » They should create opportunities that mesh their brand with the target user’s lifestyle. » They should give consumers tools that empower brand ambassadors to communicate “their” brand to others. » They should measure and compare the effectiveness of online v offline” Robin Gurney
  23. 23. Online Engagement: Why is it so Hard to Define and Measure ? » Diverse goals » Fixation on exposure » TV legacy » Proof of response /action » Affinity v Engagement
  24. 24. Measuring Online Engagement » PWOM and NWOM in blogs, fora etc. » Links inbound » Frequency & depth of visits /interactions » Search data (internal and external) » Check Web Analytics Association www.webanalyticsassociation.org/en/art/?102 » Use Google Analytics (Doh! It’s FREE)
  25. 25. Engagement Measurement Model ? (ARF) (Engagement [of Brand Idea & Media Context] + Trust [of Brand & Medium]) x Targeted Contacts = Brand Impact Problem: This needs quantitative measures of behaviour and emotion
  26. 26. The Internet has a Greater Effect on Brand Engagement than Any Other Medium !!!! » Brand’s own ads contribute 15% to brand engagement. » Within this, the study found that the internet contributed an average of 39.8% of the advertising effect, but as much as 64.7% in the case of one manufacturer’s campaign. » Press advertising 36.7% » TV 17.6% » Outdoor 4.1% From IAB Brand Engagement Study, 2006
  27. 27. Thanks also to the websites of SMLXL, IAB, ARF, e-consultancy and Suur Tänu ☺ others who provided invaluable bits and pieces Real Beauty www.clickz.com/showPage.html?page=3623811 Engage Conference 2006 Blog http://uk.blog.360.yahoo.com/engageblogger2006?l= 1&u=5&mx=26&lmt=5 IAB Brand Engagement Study www.iabuk.net/en/1/iabknowledgebankadeffectbrandengagementguide.html + Advertising Research Foundation has an initiative called MI4 http://www.thearf.org/councils/experiential.html
  28. 28. And don’t forget aeg eksperimenteerida™
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