Engagement A New Approach To Understanding Your Customers
 
Meet Fazoom:  AFOL
 
 
 Engagement requires a fundamentally different relationship with your customers. THEME
Eyeballs Awareness Consideration Preference Action Buyers
<ul><li>Traditional media channels are weakening.  </li></ul><ul><li>Complexity reigns in the middle of the funnel. </li><...
Both spend and influence should be considered Ambassadors Influencers Core   buyers Misers Lifetime (or financial) value +...
Unique site visitors Frequency New customer acquisitions Satisfaction rate Site usage statistics Sentiment on customer ser...
<ul><li>Determining which metrics matter </li></ul><ul><li>Creating the right data & technology infrastructure </li></ul><...
? What can you do about it?
ENGAGEMENT
Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.  —  ARF Engagement is defined as ...
<ul><li>is the level of involvement, interaction, intimacy, and influence a person  has with a brand  over time . </li></u...
ENGAGEMENT = 4 i’s
4 i ’ s Involvement The presence of a person at the various brand touchpoints. Interaction   The actions a person takes wh...
Influence Intimacy Involvement Interaction ENGAGEMENT EVALUATION USE AFFINITY DISCOVERY
Influence Intimacy Involvement Interaction ENGAGEMENT Unique site visitors Satisfaction rate Site usage statistics Sentime...
? How do you make use of this?
Laura alli First Team member
Laura alli First Team member
 
 
Influence Intimacy Involvement Interaction
Influence Intimacy Involvement Interaction Community tracking alli forum tracking Community registration data <ul><ul><li>...
 
More the 1 million people tried the product in the first six weeks $155 million in sales in the first six weeks $150M ad b...
? How can you get started?
<ul><li>How do we… </li></ul>? Define Engagement ? Encourage Engagement ? Measure Engagement
<ul><li>How do we… </li></ul>Determine average usage. Develop engagement personas and an  engagement hierarchy. Establish ...
<ul><li>How do we… </li></ul>Identify existing metrics, data sources, and technologies. Determine capabilities to tie metr...
<ul><li>How do we… </li></ul>Provide content and tools for people within the context of use. Reward and recognize fans and...
<ul><li>Think beyond the sale — think life cycle. </li></ul><ul><li>Act like a media company. </li></ul><ul><li>Put your p...
 Engagement requires a fundamentally different relationship with your customers. THEME
Thank you. Questions? Mary Beth Kemp Principal Analyst Forrester Research
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Forrester Engagement

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  • Good morning! Thank you all for coming. We have an exciting two days ahead on the topic of engagement. Engagement is a pretty hot topic these days. It’s would be hard to find a marketing publication that hasn’t written about it and I’m sure all of you have had at least one meeting on the topic. The attendance of this event alone is evidence of the popularity of engagement. But it also risks becoming a buzzword because there’s so much talk and so little action. But we’re here for the next two days to fix that. Now, I want to start off by introducing you to Jen.
  • Forrester Engagement

    1. 1. Engagement A New Approach To Understanding Your Customers
    2. 3. Meet Fazoom: AFOL
    3. 6.  Engagement requires a fundamentally different relationship with your customers. THEME
    4. 7. Eyeballs Awareness Consideration Preference Action Buyers
    5. 8. <ul><li>Traditional media channels are weakening. </li></ul><ul><li>Complexity reigns in the middle of the funnel. </li></ul><ul><li>People continue to force brand transparency. </li></ul><ul><li>Your most valuable customer may not buy a lot. </li></ul>
    6. 9. Both spend and influence should be considered Ambassadors Influencers Core buyers Misers Lifetime (or financial) value + 0 Social value + 0
    7. 10. Unique site visitors Frequency New customer acquisitions Satisfaction rate Site usage statistics Sentiment on customer service calls Fan blog posts Increased sales Loyalty Recency Completed transactions Time spend per page Sentiment in online forums Brand awareness Blog comments Tagged content Brand affinity Page views Friend connections on social networks Likelihood to recommend Sales lift from TV ads Word-of-mouth Brand equity Search keywords Customer retention Loyalty card purchases Time spent with online video Net Promoter score Uploaded photos or videos Site logins Retail store visits Click-throughs Catalog requests Retail store purchases Online purchases Content forwarded to a friend TV GRPs Print media plan
    8. 11. <ul><li>Determining which metrics matter </li></ul><ul><li>Creating the right data & technology infrastructure </li></ul><ul><li>Connecting cross channel initiatives </li></ul><ul><li>Understanding how to make engagement actionable </li></ul>
    9. 12. ? What can you do about it?
    10. 13. ENGAGEMENT
    11. 14. Engagement is turning on a prospect to a brand idea enhanced by the surrounding context. — ARF Engagement is defined as the strong connection a company, or brand, creates with a customer that drives purchase decisions and satisfaction over time. — Adobe Engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals. — Eric Peterson
    12. 15. <ul><li>is the level of involvement, interaction, intimacy, and influence a person has with a brand over time . </li></ul>A person’s participation with a brand, regardless of channel, where they call the shots, is what we consider Engagement
    13. 16. ENGAGEMENT = 4 i’s
    14. 17. 4 i ’ s Involvement The presence of a person at the various brand touchpoints. Interaction The actions a person takes while present at those touchpoints. Intimacy The affection a person holds for a brand. Influence The likelihood a person is to advocate on behalf of the brand.
    15. 18. Influence Intimacy Involvement Interaction ENGAGEMENT EVALUATION USE AFFINITY DISCOVERY
    16. 19. Influence Intimacy Involvement Interaction ENGAGEMENT Unique site visitors Satisfaction rate Site usage statistics Sentiment on customer service calls Fan blog posts Increased sales Loyalty Completed transactions TV ad view and repetition Sentiment in online forums Blog comments Brand affinity Page views Friend connections on social networks Likelihood to recommend Sales lift from TV ads Word-of-mouth Brand equity Brand awareness Loyalty card purchases Time spent with online video Net Promoter score Retail store visits Click-throughs Catalog requests Retail store purchases Online purchases Content forwarded to a friend Outdoor ad passage EVALUATION USE AFFINITY DISCOVERY
    17. 20. ? How do you make use of this?
    18. 21. Laura alli First Team member
    19. 22. Laura alli First Team member
    20. 25. Influence Intimacy Involvement Interaction
    21. 26. Influence Intimacy Involvement Interaction Community tracking alli forum tracking Community registration data <ul><ul><li>Product purchases </li></ul></ul><ul><ul><li>Diet diaries </li></ul></ul><ul><ul><li>Photos of refrigerators </li></ul></ul><ul><ul><li>Food journals </li></ul></ul><ul><ul><li>Product feedback </li></ul></ul><ul><ul><li>Opinions of online ads </li></ul></ul><ul><ul><li>Shopping experience </li></ul></ul><ul><ul><li>Rating packaging materials </li></ul></ul>Advocates shared stories with the media alli First Team for early adopters and advocates Success stories
    22. 28. More the 1 million people tried the product in the first six weeks $155 million in sales in the first six weeks $150M ad budget realized in first six weeks
    23. 29. ? How can you get started?
    24. 30. <ul><li>How do we… </li></ul>? Define Engagement ? Encourage Engagement ? Measure Engagement
    25. 31. <ul><li>How do we… </li></ul>Determine average usage. Develop engagement personas and an engagement hierarchy. Establish excessive use. Determine the context of use. Identify where discovery and evaluation happens outside marketing channels. ? Define Engagement
    26. 32. <ul><li>How do we… </li></ul>Identify existing metrics, data sources, and technologies. Determine capabilities to tie metrics together. Determine capabilities for discerning average versus excessive. Assess availability of data from outside channels and venues. Assess viability of acquiring data you don't have. ? Measure Engagement
    27. 33. <ul><li>How do we… </li></ul>Provide content and tools for people within the context of use. Reward and recognize fans and advocates. Facilitate conversations and content creation. Ask for identifying information, but make it desirable for people to provide it. Identify fans and advocates. ? Encourage Engagement
    28. 34. <ul><li>Think beyond the sale — think life cycle. </li></ul><ul><li>Act like a media company. </li></ul><ul><li>Put your product development hat back on. </li></ul>
    29. 35.  Engagement requires a fundamentally different relationship with your customers. THEME
    30. 36. Thank you. Questions? Mary Beth Kemp Principal Analyst Forrester Research

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