Your SlideShare is downloading. ×
0
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Forrester Engagement
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Forrester Engagement

3,262

Published on

Published in: Business
0 Comments
13 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,262
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
186
Comments
0
Likes
13
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Good morning! Thank you all for coming. We have an exciting two days ahead on the topic of engagement. Engagement is a pretty hot topic these days. It’s would be hard to find a marketing publication that hasn’t written about it and I’m sure all of you have had at least one meeting on the topic. The attendance of this event alone is evidence of the popularity of engagement. But it also risks becoming a buzzword because there’s so much talk and so little action. But we’re here for the next two days to fix that. Now, I want to start off by introducing you to Jen.
  • Transcript

    • 1. Engagement A New Approach To Understanding Your Customers
    • 2.  
    • 3. Meet Fazoom: AFOL
    • 4.  
    • 5.  
    • 6.  Engagement requires a fundamentally different relationship with your customers. THEME
    • 7. Eyeballs Awareness Consideration Preference Action Buyers
    • 8. <ul><li>Traditional media channels are weakening. </li></ul><ul><li>Complexity reigns in the middle of the funnel. </li></ul><ul><li>People continue to force brand transparency. </li></ul><ul><li>Your most valuable customer may not buy a lot. </li></ul>
    • 9. Both spend and influence should be considered Ambassadors Influencers Core buyers Misers Lifetime (or financial) value + 0 Social value + 0
    • 10. 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
    • 11. <ul><li>Determining which metrics matter </li></ul><ul><li>Creating the right data & technology infrastructure </li></ul><ul><li>Connecting cross channel initiatives </li></ul><ul><li>Understanding how to make engagement actionable </li></ul>
    • 12. ? What can you do about it?
    • 13. ENGAGEMENT
    • 14. 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
    • 15. <ul><li>is the level of involvement, interaction, intimacy, and influence a person has with a brand over time . </li></ul>A person’s participation with a brand, regardless of channel, where they call the shots, is what we consider Engagement
    • 16. ENGAGEMENT = 4 i’s
    • 17. 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.
    • 18. Influence Intimacy Involvement Interaction ENGAGEMENT EVALUATION USE AFFINITY DISCOVERY
    • 19. 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
    • 20. ? How do you make use of this?
    • 21. Laura alli First Team member
    • 22. Laura alli First Team member
    • 23.  
    • 24.  
    • 25. Influence Intimacy Involvement Interaction
    • 26. Influence Intimacy Involvement Interaction Community tracking alli forum tracking Community registration data <ul><ul><li>Product purchases </li></ul></ul><ul><ul><li>Diet diaries </li></ul></ul><ul><ul><li>Photos of refrigerators </li></ul></ul><ul><ul><li>Food journals </li></ul></ul><ul><ul><li>Product feedback </li></ul></ul><ul><ul><li>Opinions of online ads </li></ul></ul><ul><ul><li>Shopping experience </li></ul></ul><ul><ul><li>Rating packaging materials </li></ul></ul>Advocates shared stories with the media alli First Team for early adopters and advocates Success stories
    • 27.  
    • 28. 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
    • 29. ? How can you get started?
    • 30. <ul><li>How do we… </li></ul>? Define Engagement ? Encourage Engagement ? Measure Engagement
    • 31. <ul><li>How do we… </li></ul>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
    • 32. <ul><li>How do we… </li></ul>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
    • 33. <ul><li>How do we… </li></ul>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
    • 34. <ul><li>Think beyond the sale — think life cycle. </li></ul><ul><li>Act like a media company. </li></ul><ul><li>Put your product development hat back on. </li></ul>
    • 35.  Engagement requires a fundamentally different relationship with your customers. THEME
    • 36. Thank you. Questions? Mary Beth Kemp Principal Analyst Forrester Research

    ×