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

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”

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

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!

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)

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…

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

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

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

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

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

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 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

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]