Social Networks and the Eight Levels of User Engagement
What is   Engagement? <ul><li>The term Engagement was first used by Phil Guarascio from GM and Jim Stengel from P&G as a c...
Current Definition <ul><li>Engagement is “turning on a prospect to a brand idea enhanced by the surrounding content” </li>...
Proposed Concept <ul><li>Use of the ARF’s Media Model for Communication: </li></ul><ul><ul><li>Vehicle Distribution </li><...
Why is this model relevant <ul><li>It defines the communication model for both digital and traditional media </li></ul><ul...
Vehicle Distribution Engagement <ul><ul><li>Loyalty of circulation (subscriber renewal for a magazine or a paid web site) ...
Facebook Effective Uniques
Mapquest Effective Uniques
Vehicle Exposure (Content Exposure) Engagement <ul><ul><li>Someone who views a video from beginning to end </li></ul></ul>...
Advertising Exposure Engagement <ul><ul><li>Vehicle Reach on the Internet does not mean that they are exposed to your ad <...
Advertising Attentiveness Exposure Engagement <ul><ul><li>Companies like Starch and ASI were built on testing ads for atte...
Advertising Communication Engagement <ul><ul><li>Recall absorption </li></ul></ul><ul><ul><ul><li>If they remember your ad...
Advertising Persuasion Engagement <ul><ul><li>One of the most important </li></ul></ul><ul><ul><ul><li>Persuasion is a ter...
Advertising Response Engagement <ul><ul><li>This is why we advertise, or develop other types of communication, whether it ...
Sales Response  Engagement <ul><ul><li>The reason we all are here </li></ul></ul><ul><ul><li>True engagement </li></ul></u...
The 8 In Review <ul><ul><li>Vehicle Distribution Engagement </li></ul></ul><ul><ul><li>Vehicle Exposure Engagement </li></...
Thanks! David L Smith CEO Mediasmith [email_address]
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Social Networks And The Eight Levels Of User Engagement

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Social Networks And The Eight Levels Of User Engagement

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

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