Both spend and influence should be considered Ambassadors Influencers Core buyers Misers Lifetime (or financial) value + 0 Social value + 0
Unique site visitors Frequency New customer acquisitions Satisfaction rate Site usage statistics Sentiment on customer service calls Fan blog posts Increased sales Loyalty Recency Completed transactions Time spend per page Sentiment in online forums Brand awareness Blog comments Tagged content Brand affinity Page views Friend connections on social networks Likelihood to recommend Sales lift from TV ads Word-of-mouth Brand equity Search keywords Customer retention Loyalty card purchases Time spent with online video Net Promoter score Uploaded photos or videos Site logins Retail store visits Click-throughs Catalog requests Retail store purchases Online purchases Content forwarded to a friend TV GRPs Print media plan
Determining which metrics matter
Creating the right data & technology infrastructure
Connecting cross channel initiatives
Understanding how to make engagement actionable
? What can you do about it?
Engagement is turning on a prospect to a brand idea enhanced by the surrounding context. — ARF Engagement is defined as the strong connection a company, or brand, creates with a customer that drives purchase decisions and satisfaction over time. — Adobe Engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals. — Eric Peterson
is the level of involvement, interaction, intimacy, and influence a person has with a brand over time .
A person’s participation with a brand, regardless of channel, where they call the shots, is what we consider Engagement
ENGAGEMENT = 4 i’s
4 i ’ s Involvement The presence of a person at the various brand touchpoints. Interaction The actions a person takes while present at those touchpoints. Intimacy The affection a person holds for a brand. Influence The likelihood a person is to advocate on behalf of the brand.
Influence Intimacy Involvement Interaction ENGAGEMENT EVALUATION USE AFFINITY DISCOVERY
Influence Intimacy Involvement Interaction ENGAGEMENT Unique site visitors Satisfaction rate Site usage statistics Sentiment on customer service calls Fan blog posts Increased sales Loyalty Completed transactions TV ad view and repetition Sentiment in online forums Blog comments Brand affinity Page views Friend connections on social networks Likelihood to recommend Sales lift from TV ads Word-of-mouth Brand equity Brand awareness Loyalty card purchases Time spent with online video Net Promoter score Retail store visits Click-throughs Catalog requests Retail store purchases Online purchases Content forwarded to a friend Outdoor ad passage EVALUATION USE AFFINITY DISCOVERY
? How do you make use of this?
Laura alli First Team member
Laura alli First Team member
Influence Intimacy Involvement Interaction
Influence Intimacy Involvement Interaction Community tracking alli forum tracking Community registration data
Photos of refrigerators
Opinions of online ads
Rating packaging materials
Advocates shared stories with the media alli First Team for early adopters and advocates Success stories
More the 1 million people tried the product in the first six weeks $155 million in sales in the first six weeks $150M ad budget realized in first six weeks
Determine average usage. Develop engagement personas and an engagement hierarchy. Establish excessive use. Determine the context of use. Identify where discovery and evaluation happens outside marketing channels. ? Define Engagement
How do we…
Identify existing metrics, data sources, and technologies. Determine capabilities to tie metrics together. Determine capabilities for discerning average versus excessive. Assess availability of data from outside channels and venues. Assess viability of acquiring data you don't have. ? Measure Engagement
How do we…
Provide content and tools for people within the context of use. Reward and recognize fans and advocates. Facilitate conversations and content creation. Ask for identifying information, but make it desirable for people to provide it. Identify fans and advocates. ? Encourage Engagement
Think beyond the sale — think life cycle.
Act like a media company.
Put your product development hat back on.
Engagement requires a fundamentally different relationship with your customers. THEME
Thank you. Questions? Mary Beth Kemp Principal Analyst Forrester Research