//ENGAGEMENT & INFLUENCE: The Most Monstrous Terms In Marketing<br />
Many of the insights, ideas and quotes are taken from the 2011 Razorfish Research Report “Liminal”.<br />I am in no way co...
ENGAGEMENTis a messy, complicated word when it comes to marketing/communications<br />
CHANGE<br />
Things aren’t just changing…<br />WE’RE ON THE CUSP OF SOMETHING COMPLETELY NEW<br />
PRESENCE<br />
IT’S NOT ABOUT “BEING” ON THE NEW CHANNELS<br />It’s about understanding them, who is using them and why<br />
Most customers continue to use older channels of communication<br />Others are using new channels like Facebook, Twitter a...
As marketers, we should follow this model:<br />WE’RE EVERYWHERE YOU ARE - MULLEN<br />
This is no longer our reality<br />
Millions of people are migrating to social platforms but they don’t yet view these networks as a way to engage with brands...
So what the hell is engagement anyway?<br />
“Engagement is speaking with her (in this case, Mom) where she is, when she is looking for info and in the way she is look...
Step 1:Stop Measuring From a Marketer’s Perspective<br />Things like time spent on site, site visits, page views and sessi...
Step 2:Start To Understand the Following Equations<br />Engagement = Channel + Relationship Need<br />Channel < Relationsh...
The Six Engagement Elements<br />
Value<br />Efficiency<br />Consistency<br />Trust<br />Control<br />Relevance<br />
Value<br />Knowing a brand cares about you<br /><ul><li>A phone call
A personal response on Twitter
A coupon for loyal customers</li></li></ul><li>Value<br />Efficiency<br />Consistency<br />Trust<br />Control<br />Relevan...
Trust<br />Feeling confidence in a company’s credibility<br /><ul><li>A blog about R&D
Testimonials from experts/professionals
Reacting honestly and being transparent when issues arise</li></li></ul><li>Value<br />Efficiency<br />Consistency<br />Tr...
Relevance<br />When a company’s messaging matches needs<br /><ul><li>Providing mobile coupons for moms on-the-go
Offering discounts on frequently purchased items</li></li></ul><li>Value<br />Efficiency<br />Consistency<br />Trust<br />...
Efficiency<br />When a company respects a customer’s time and energy<br /><ul><li>Great customer service
Online billing
1-2 day delivery</li></li></ul><li>Value<br />Efficiency<br />Consistency<br />Trust<br />Control<br />Relevance<br />
When a company is uniform in all aspects of business<br /><ul><li>Easy tech support in all channels
Always reliable
Always dependable</li></ul>Consistency<br />
Value<br />Efficiency<br />Consistency<br />Trust<br />Control<br />Relevance<br />
When the customer can determine the communication<br /><ul><li>Facebook opt-in
Coupons without attaching email address
Even distribution of messaging</li></ul>Control<br />
The Key to the New Consumer<br />
Value<br />Efficiency<br />Trust<br />BED BATH & BEYOND<br />
OLD = INNEFFECTIVE<br />Transactional emails and company Web sites still engage<br />
Does everything need to engage to be effective?<br />
PRINT = DEAD<br />.<br />It just scores low in all of the areas of engagement<br />
Engagement often comes down to accessibility<br />Web sites still work because anyone can type a url<br />Phone centers st...
Not everyone knows how to tweet<br />
So how does all of this work?<br />
Step 1:Figure Out What Your Customers Want<br />Do they want coupons, advice, videos, stories, testimonials, recommendatio...
Step 2:Figure Out What Channels They Use to Get It<br />Are they using mobile phones, do they tweet, do they text, do they...
The goal of engagement is inevitably influence<br />
Influenceis a messy, complicated word too<br />Regardless, we must take into account a consumer’s power to influence other...
When asked what sources “influence your decision to use or not use a particular company, brand or product,” 71% say review...
Digital platforms allow us to identify online influencers and how much influence they wield<br />
STLINDEX<br />TWINFLUENCE<br />Kind of…<br />KLOUT<br />TWITTERGRADER<br />
Regardless, it’s still about one thing:<br />Giving people something worth sharing<br />
Regardless, it’s still about one thing:<br />Giving people something worth sharing<br />
We cannot make someone an ambassador of a brand if it’s not worth it to them<br />
OLD SPICE = SUCCESS<br />Old Spice was a revolutionary case study about the power of viral and the speed at which social n...
It was also a lightening strike, a lottery win and a short term engagement<br />
The future of influence lies in the hands of the consumer<br />The Fox Theater<br /><ul><li>Gives complimentary tickets to...
ENGAGEMENT = BHAG<br />A big, hairy, audacious goal<br />
It requires a deep evaluation of touch points<br />And a thorough understanding of your customer<br />
Remember…<br />
CHANGE<br />
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Engagement & Influence: The Most Monstrous Words in Marketing

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A look at engagement and influence featuring data from the 2011 Razorfish research report "Liminal."

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Engagement & Influence: The Most Monstrous Words in Marketing

  1. 1. //ENGAGEMENT & INFLUENCE: The Most Monstrous Terms In Marketing<br />
  2. 2. Many of the insights, ideas and quotes are taken from the 2011 Razorfish Research Report “Liminal”.<br />I am in no way connected to Razorfish, but their reports are some of the best in the industry.<br />Please support them and download the report now.<br />
  3. 3. ENGAGEMENTis a messy, complicated word when it comes to marketing/communications<br />
  4. 4. CHANGE<br />
  5. 5. Things aren’t just changing…<br />WE’RE ON THE CUSP OF SOMETHING COMPLETELY NEW<br />
  6. 6. PRESENCE<br />
  7. 7. IT’S NOT ABOUT “BEING” ON THE NEW CHANNELS<br />It’s about understanding them, who is using them and why<br />
  8. 8. Most customers continue to use older channels of communication<br />Others are using new channels like Facebook, Twitter and YouTube to publicize their relationship with brands<br />
  9. 9. As marketers, we should follow this model:<br />WE’RE EVERYWHERE YOU ARE - MULLEN<br />
  10. 10. This is no longer our reality<br />
  11. 11. Millions of people are migrating to social platforms but they don’t yet view these networks as a way to engage with brands<br />
  12. 12. So what the hell is engagement anyway?<br />
  13. 13. “Engagement is speaking with her (in this case, Mom) where she is, when she is looking for info and in the way she is looking for it.”<br /><ul><li>Liz Hawks, Fleishman Hilliard</li></ul>“The step from attention to action. A one-click social gesture such as a tweet or a like, a blog post written in response with a trackback, or a letter written in response to an online campaign.”<br /><ul><li>Rob Clark, Edelman</li></ul>“Engagement is discovering how a channel fits a relationship need with the consumer.”<br /><ul><li>Liminal Razorfish Research Report</li></li></ul><li>How do we measure it?<br />
  14. 14. Step 1:Stop Measuring From a Marketer’s Perspective<br />Things like time spent on site, site visits, page views and session length do nothing to elicit how consumers feel about their relationship with the channel<br />
  15. 15. Step 2:Start To Understand the Following Equations<br />Engagement = Channel + Relationship Need<br />Channel < Relationship Need<br />
  16. 16. The Six Engagement Elements<br />
  17. 17. Value<br />Efficiency<br />Consistency<br />Trust<br />Control<br />Relevance<br />
  18. 18. Value<br />Knowing a brand cares about you<br /><ul><li>A phone call
  19. 19. A personal response on Twitter
  20. 20. A coupon for loyal customers</li></li></ul><li>Value<br />Efficiency<br />Consistency<br />Trust<br />Control<br />Relevance<br />
  21. 21. Trust<br />Feeling confidence in a company’s credibility<br /><ul><li>A blog about R&D
  22. 22. Testimonials from experts/professionals
  23. 23. Reacting honestly and being transparent when issues arise</li></li></ul><li>Value<br />Efficiency<br />Consistency<br />Trust<br />Control<br />Relevance<br />
  24. 24. Relevance<br />When a company’s messaging matches needs<br /><ul><li>Providing mobile coupons for moms on-the-go
  25. 25. Offering discounts on frequently purchased items</li></li></ul><li>Value<br />Efficiency<br />Consistency<br />Trust<br />Control<br />Relevance<br />
  26. 26. Efficiency<br />When a company respects a customer’s time and energy<br /><ul><li>Great customer service
  27. 27. Online billing
  28. 28. 1-2 day delivery</li></li></ul><li>Value<br />Efficiency<br />Consistency<br />Trust<br />Control<br />Relevance<br />
  29. 29. When a company is uniform in all aspects of business<br /><ul><li>Easy tech support in all channels
  30. 30. Always reliable
  31. 31. Always dependable</li></ul>Consistency<br />
  32. 32. Value<br />Efficiency<br />Consistency<br />Trust<br />Control<br />Relevance<br />
  33. 33. When the customer can determine the communication<br /><ul><li>Facebook opt-in
  34. 34. Coupons without attaching email address
  35. 35. Even distribution of messaging</li></ul>Control<br />
  36. 36. The Key to the New Consumer<br />
  37. 37. Value<br />Efficiency<br />Trust<br />BED BATH & BEYOND<br />
  38. 38. OLD = INNEFFECTIVE<br />Transactional emails and company Web sites still engage<br />
  39. 39. Does everything need to engage to be effective?<br />
  40. 40. PRINT = DEAD<br />.<br />It just scores low in all of the areas of engagement<br />
  41. 41. Engagement often comes down to accessibility<br />Web sites still work because anyone can type a url<br />Phone centers still work because everyone can pick up a phone<br />
  42. 42. Not everyone knows how to tweet<br />
  43. 43. So how does all of this work?<br />
  44. 44. Step 1:Figure Out What Your Customers Want<br />Do they want coupons, advice, videos, stories, testimonials, recommendations, downloadable music, etc, etc, etc.<br />
  45. 45. Step 2:Figure Out What Channels They Use to Get It<br />Are they using mobile phones, do they tweet, do they text, do they email, do they spend time online?<br />
  46. 46. The goal of engagement is inevitably influence<br />
  47. 47. Influenceis a messy, complicated word too<br />Regardless, we must take into account a consumer’s power to influence others<br />
  48. 48. When asked what sources “influence your decision to use or not use a particular company, brand or product,” 71% say reviews from family members or friends exert a “great deal” or “fair amount” of influence”<br />90% of consumers online trust recommendations from people they know; 70% from those they don’t know<br />
  49. 49. Digital platforms allow us to identify online influencers and how much influence they wield<br />
  50. 50. STLINDEX<br />TWINFLUENCE<br />Kind of…<br />KLOUT<br />TWITTERGRADER<br />
  51. 51. Regardless, it’s still about one thing:<br />Giving people something worth sharing<br />
  52. 52. Regardless, it’s still about one thing:<br />Giving people something worth sharing<br />
  53. 53. We cannot make someone an ambassador of a brand if it’s not worth it to them<br />
  54. 54. OLD SPICE = SUCCESS<br />Old Spice was a revolutionary case study about the power of viral and the speed at which social networks allowed for conversation<br />
  55. 55. It was also a lightening strike, a lottery win and a short term engagement<br />
  56. 56. The future of influence lies in the hands of the consumer<br />The Fox Theater<br /><ul><li>Gives complimentary tickets to individuals with a high influence score on Twitter and asks that they tweet during the show</li></li></ul><li>The common trend for the future of marketing:<br />Product-centric efforts turn to customer-centric efforts<br />
  57. 57. ENGAGEMENT = BHAG<br />A big, hairy, audacious goal<br />
  58. 58. It requires a deep evaluation of touch points<br />And a thorough understanding of your customer<br />
  59. 59. Remember…<br />
  60. 60. CHANGE<br />
  61. 61. Things aren’t just changing…<br />WE’RE ON THE CUSP OF SOMETHING COMPLETELY NEW<br />
  62. 62. PRESENCE<br />
  63. 63. IT’S NOT ABOUT “BEING” ON THE NEW CHANNELS<br />It’s about understanding them, who is using them and why<br />
  64. 64. This doesn’t have to be scary…<br />But it is a monstrous change in the marketing industry<br />
  65. 65. Are you ready to respond?<br />buffamj@gmail.com<br />http://twitter.com/mbuffa<br />

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