NMA Live - Demystifying Engagement

NMA Live: Engagement Demystified Friday, January 22 nd 2010 James Whatley @whatleydude 1000heads – The Word of Mouth People @1000heads

ENGAGEMENT BEYOND ADVERTISING: IDENTIFYING AND EVALUATING ENGAGED CUSTOMERS IN THE SOCIAL SPACE

Hello Hi

Hello Hi Hello Hi

SOCIAL SPACES

What about them…

They’re here…

… and here

Online / Offline

SOCIAL SPACES

Hello Hi

CONVERSATION

“ A trusted referral from a non-branded, independent entity is more powerful than any amount of advertising, marketing or PR.”
- Blake Chandlee, Facebook

ENGAGEMENT

What is an engaged user?

What is an engaged user?
Emotional involvement can be measured via:
Participation behaviour (initial, sporadic, sustained)
Participation type (comment, repost, social bookmark)
Polarity of content

Advocate

Detractor

Expert

Newsbreaker

Emerging

How do we find them?

How do we find them?
Monitoring…
… monitoring…
… more monitoring
MONITORING THE INTERNET

Advocate

Building advocacy: sample journey

Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time

Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Spark (advertising, in-store, launch anticipation, digital campaign)

Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign)

Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Direct engagement phase Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign)

Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Direct engagement phase

Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Direct engagement phase

Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Direct engagement phase Ignition

Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Ongoing Fuelling (WOM / advocacy stream) Direct engagement phase

Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT MATURE ADVOCACY HIGH LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation WOM Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Ongoing Fuelling (WOM / advocacy stream) Direct engagement phase

Traditionally Anticipation, excitement Ongoing gratification Product launch Reasons to join conversation M ore energy needed

Word of Mouth Developing offline following Respected WOM Themes & Campaigns Product launch Higher spend per capita Recommending products & services Embracing future activity Building passion

How do you evaluate?

IT DEPENDS

Set clear goals

WHAT IS YOUR OBJECTIVE

Sales? Awareness? Care? Information sharing? Advocacy building? Perception change?

Time for a quick case study?

A WOM narrative created to support the launch of the Nokia N96
12 key voices were creatively inspired through challenges to interact with Nokia products & services, producing compelling & informative WOM during their journey
Ninja suits & ancient parchments were sent to the voices to immerse them into the experience
Key voices generated 186,000 engagements
WOM project The N96 challenge

Most, if not all my family now own a Nokia device , mainly down to myself highly recommending the Nokia brand WOM project The N96 challenge

WOM marketing activity such as the N96 challenge has built brand advocates who are super consumers and who evangelise the brand to others. Deep connections have been made with an inner circle of 700+ key social media savvy consumers – the key voices. WOM project The N96 challenge

* Jan 09 voices poll (200 key voices – tech and non tech) WOM project The N96 challenge The WOM ripple… 93% of key voices recommend Nokia products and services to friends and family 43% of those who took part in a WOM programme went on to purchase the product

I KNOW WHAT YOU’RE ALL THINKING

Hello Hi

Hello Hi Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6%

Hello Hi Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6% James Whatley / 1000heads / james.whatley@1000heads.com @whatleydude / @1000heads / @wewantworkwith

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NMA Live - Demystifying Engagement

by James Whatley

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