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Social Networks And The Eight Levels Of User Engagement
 

Social Networks And The Eight Levels Of User Engagement

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SWAT Summit Keynote Presentation by David Smith

SWAT Summit Keynote Presentation by David Smith

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Social Networks And The Eight Levels Of User Engagement Social Networks And The Eight Levels Of User Engagement Presentation Transcript

  • Social Networks and the Eight Levels of User Engagement
  • What is Engagement?
    • The term Engagement was first used by Phil Guarascio from GM and Jim Stengel from P&G as a concept to communicate the advantage that digital had over traditional media
    • The ARF and the AAAAs worked to establish a “definition” several years ago
  • Current Definition
    • Engagement is “turning on a prospect to a brand idea enhanced by the surrounding content”
  • Proposed Concept
    • Use of the ARF’s Media Model for Communication:
      • Vehicle Distribution
      • Vehicle Exposure
      • Advertising Exposure
      • Advertising Attentiveness
      • Advertising Communication
      • Advertising Persuasion
      • Advertising Response
      • Sales Response
  • Why is this model relevant
    • It defines the communication model for both digital and traditional media
    • First suggested in the early 50’s to normalize the communication effects of TV viewing, Radio listening and Magazine reading
      • Adopted in 1961 by the ARF
    • Update in 2002 to add digital/interactive media effects
    • Accepted by the most sophisticated advertisers as the model for communication
      • They are the ones with the big budgets!
  • Vehicle Distribution Engagement
      • Loyalty of circulation (subscriber renewal for a magazine or a paid web site)
      • Loyalty of TV watching (every week or night for TV)
      • Regularity of visits:
        • Passers by
        • Regulars
        • Addicts
          • (quantcast measurements)
  • Facebook Effective Uniques
  • Mapquest Effective Uniques
  • Vehicle Exposure (Content Exposure) Engagement
      • Someone who views a video from beginning to end
      • Does not leave the room or change channels for TV
      • Reads a magazine all the way through
      • Someone who uses a widget to the finish
      • Someone who plays a game to completion
      • Has a Web site in the foreground window most or all of the time
      • Any medium in the “foreground”
      • It’s possible to have exposure with no apparent effect that proves to be effective later…
  • Advertising Exposure Engagement
      • Vehicle Reach on the Internet does not mean that they are exposed to your ad
      • TV, could have left the room
      • Web, ad could be buried in another window
      • Magazine reader does not turn to the page
      • What the ARF calls an OTS-Opportunity To See
      • A true impression
      • DR involves and exposure and action all in one. That’s true engagement
      • In social media, this could also be a product recommendation
  • Advertising Attentiveness Exposure Engagement
      • Companies like Starch and ASI were built on testing ads for attentiveness
      • A pure measurement of Engagement
      • In social networking, this could be brand discovery
  • Advertising Communication Engagement
      • Recall absorption
        • If they remember your ad, you have a lot better shot
        • This means that the consumer “gets it”
        • Many times, frequency is needed to break through
        • Understanding of the premise is necessary to break through
        • Creates interest, maybe the consumer to tell others, one of the most positive effects of communication
          • E.g., sending a widget or video to others
          • Or, telling someone about something they saw or read
  • Advertising Persuasion Engagement
      • One of the most important
        • Persuasion is a terrific measure of changing people’s predispositions
        • Some times this comes from an endorsement from a friend
      • Persuasion can also create purchase intent and preference
      • In a CRM mode, it can create heavier usage or even increase loyalty
      • In theory, once they are persuaded, you just have to keep communicating to them until they are in the purchase cycle
  • Advertising Response Engagement
      • This is why we advertise, or develop other types of communication, whether it is a video, widget or other mechanism: to get them to do something
        • Clickthrough
        • Viewthrough
        • Physical interaction
          • Download
          • Sign up
        • Behavioral engagement
          • Getting them to do something
            • Pass along/forward
            • Invite someone else
  • Sales Response Engagement
      • The reason we all are here
      • True engagement
      • The ultimate consumer action
      • Top of the scale on the money level
        • Vote with $$
  • The 8 In Review
      • Vehicle Distribution Engagement
      • Vehicle Exposure Engagement
      • Advertising Exposure Engagement
      • Advertising Attentiveness Engagement
      • Advertising Communication Engagement
      • Advertising Persuasion Engagement
      • Advertising Response Engagement
      • Sales Response Engagement
  • Thanks! David L Smith CEO Mediasmith [email_address]