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

1. //ENGAGEMENT & INFLUENCE: The Most Monstrous Terms In Marketing

2. Many of the insights, ideas and quotes are taken from the 2011 Razorfish Research Report “Liminal”. I am in no way connected to Razorfish, but their reports are some of the best in the industry. Please support them and download the report now.

3. ENGAGEMENTis a messy, complicated word when it comes to marketing/communications

4. CHANGE

5. Things aren’t just changing… WE’RE ON THE CUSP OF SOMETHING COMPLETELY NEW

6. PRESENCE

7. IT’S NOT ABOUT “BEING” ON THE NEW CHANNELS It’s about understanding them, who is using them and why

8. Most customers continue to use older channels of communication Others are using new channels like Facebook, Twitter and YouTube to publicize their relationship with brands

9. As marketers, we should follow this model: WE’RE EVERYWHERE YOU ARE - MULLEN

10. This is no longer our reality

11. Millions of people are migrating to social platforms but they don’t yet view these networks as a way to engage with brands

12. So what the hell is engagement anyway?

14. Step 1:Stop Measuring From a Marketer’s Perspective 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

15. Step 2:Start To Understand the Following Equations Engagement = Channel + Relationship Need Channel < Relationship Need

16. The Six Engagement Elements

17. Value Efficiency Consistency Trust Control Relevance

19. A personal response on Twitter

22. Testimonials from experts/professionals

27. Online billing

30. Always reliable

31. Always dependableConsistency

32. Value Efficiency Consistency Trust Control Relevance

34. Coupons without attaching email address

35. Even distribution of messagingControl

36. The Key to the New Consumer

37. Value Efficiency Trust BED BATH & BEYOND

38. OLD = INNEFFECTIVE Transactional emails and company Web sites still engage

39. Does everything need to engage to be effective?

40. PRINT = DEAD . It just scores low in all of the areas of engagement

41. Engagement often comes down to accessibility Web sites still work because anyone can type a url Phone centers still work because everyone can pick up a phone

42. Not everyone knows how to tweet

43. So how does all of this work?

44. Step 1:Figure Out What Your Customers Want Do they want coupons, advice, videos, stories, testimonials, recommendations, downloadable music, etc, etc, etc.

45. Step 2:Figure Out What Channels They Use to Get It Are they using mobile phones, do they tweet, do they text, do they email, do they spend time online?

46. The goal of engagement is inevitably influence

47. Influenceis a messy, complicated word too Regardless, we must take into account a consumer’s power to influence others

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” 90% of consumers online trust recommendations from people they know; 70% from those they don’t know

49. Digital platforms allow us to identify online influencers and how much influence they wield

50. STLINDEX TWINFLUENCE Kind of… KLOUT TWITTERGRADER

51. Regardless, it’s still about one thing: Giving people something worth sharing

52. Regardless, it’s still about one thing: Giving people something worth sharing

53. We cannot make someone an ambassador of a brand if it’s not worth it to them

54. OLD SPICE = SUCCESS Old Spice was a revolutionary case study about the power of viral and the speed at which social networks allowed for conversation

55. It was also a lightening strike, a lottery win and a short term engagement

57. ENGAGEMENT = BHAG A big, hairy, audacious goal

58. It requires a deep evaluation of touch points And a thorough understanding of your customer

59. Remember…

60. CHANGE

61. Things aren’t just changing… WE’RE ON THE CUSP OF SOMETHING COMPLETELY NEW

62. PRESENCE

63. IT’S NOT ABOUT “BEING” ON THE NEW CHANNELS It’s about understanding them, who is using them and why

64. This doesn’t have to be scary… But it is a monstrous change in the marketing industry

65. Are you ready to respond? buffamj@gmail.com http://twitter.com/mbuffa