More SignalLess Noise------------------------------Why attention mattersbut engagement is a tacticnot an outcome
Simon NashMore Signal Less Noise-------------------------------------------------------Why attention matters butengagement...
I was looking for examples of misdirected engagementand this one (originally published by Mashable.com)jumped out at me. I...
Fortunately, I’m notalone, many commentatorshave highlighted this issue.
Roughly 99.9% of onlinebanners are never clicked.--------------------------------------Michael Brenner, Senior Director of...
Buyers wait until theyhave completed 60-80% oftheir research beforereaching out to vendors--------------------------------...
Everyone’s at itSo attention does matter and engagement is oneof our primary tools for achieving this. Andeveryone is havi...
But conversations aboutengagement often miss thebigger pictureMy concern is that investment inengagement achieves somethin...
Engagement is important butIt’s what you do with itthat counts.
Nowadays people expectcontent and experiences that are moremeaningfulConsumer expectations are changingtoo. Just take Red ...
Engagement shouldeffect changes in behaviourBehaviour change requires aseries of carefully plannedengagement initiatives.
Engagement shouldinfluence actionUltimately you should be able toinfluence action. That might be a sale, areferral or dona...
Engagement should delivercompetitive advantage-----------------------------------------------------------To create future ...
The process can bedirect or indirectFocusing on results doesn’t mean weneed to ram our message down people’sthroats. We ca...
It takes timeto communicate yourmessage whilst engagingSo don’t expect just to dive in andachieve results right away. Ther...
The Glenlivet came to us and invitedus to plan their crm campaign - theend goal was sales but they wantedto invest in cust...
Engagement can deliver business resultsAwareness +58%Consideration(amongst those who are aware but not buying TGL)+75%Pref...
The building blocksof successful engagement
You need to understand what makesyour audience tickAt Reading Room we focus on usingresearch to define Audience Personas.B...
Recognise its all aboutvalue exchangeIts really important to understand thatsocial engagement is voluntary, if wedon’t off...
Understandhow people use our content-----------------------------------------------------------If I like your content it’s...
Play the long gameand understand the role of every interactionYou need to have a game plan, a longterm objective and a set...
Conversational• Responsive• Promotional• Engaging• PositiveContent Led• Proactive• Content creation• Advocacy driven• Camp...
Conversational• Responsive• Promotional• Engaging• PositiveContent Led• Proactive• Content creation• Advocacy driven• Camp...
Conversational• Responsive• Promotional• Engaging• PositiveContent Led• Proactive• Content creation• Advocacy driven• Camp...
Engagement should not be treatedas an entertaining side-showFrustratingly many organisations stillsee engagement as an adj...
It’s a crucial element of yourmulti-channel marketing planWhereas success comes from a much moreintegrated approach. Under...
Focus on thecustomer experience& create clearpaths to actionLondon Business School have placedengagement at the centre of ...
To achieve this you needsystem-thinkingWhen you step back and considerwhat that actually means you realisethat you are cre...
Supported byculture and processesOrganisations need to change to support this new type of thinking.They need new attitudes...
And one eyefirmly on the prizeLastly you need a sophisticated reporting andanalytics process so you can track andmeasure t...
In Conclusion…
Integrate social engagement with yourmarketing plan-----------------------------------------------------------In order to ...
Integrate social engagement with yourcustomer experience-----------------------------------------------------------The rea...
So stop focusing on engagementand start thinking abouttransformation------------------------------------------------------...
If you found this useful, youmay also like…
Thanks------------------------------readingroom.com@ReadingRoomUK@SimonNash
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More signal less noise: why attention matters but engagement is a tactic not an outcome.

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Originally presented by Simon Nash at Internet World London 2013

Published in: Business, News & Politics

More signal less noise: why attention matters but engagement is a tactic not an outcome.

  1. More SignalLess Noise------------------------------Why attention mattersbut engagement is a tacticnot an outcome
  2. Simon NashMore Signal Less Noise-------------------------------------------------------Why attention matters butengagement is a tactic not an outcome------------------------------------------@simonnash“ ”I work at Reading Room where I consultwith organisations trying to adapt todigital. My areas of interest includecontent marketing, social engagement anddigital transformation. Today I want to takein a common misunderstanding relating tothe role social engagement and set out myviews on how organisations should employengagement to meet business objectives.
  3. I was looking for examples of misdirected engagementand this one (originally published by Mashable.com)jumped out at me. If anyone can explain to me howClorox aim to sell more bleach through this Id be keento listen. Now Im not suggesting that bleach brandsshouldnt engage but perhaps they might be better offblogging about environmental impact reductionschemes or some other message.
  4. Fortunately, I’m notalone, many commentatorshave highlighted this issue.
  5. Roughly 99.9% of onlinebanners are never clicked.--------------------------------------Michael Brenner, Senior Director of GlobalMarketing at SAP“ ”Attention Matters!But attention does matter, the oldmethods if marketing and advertisingare increasingly ineffective and theirmodern equivalents are not faringmuch better.
  6. Buyers wait until theyhave completed 60-80% oftheir research beforereaching out to vendors--------------------------------------Michael Brenner, Senior Director of GlobalMarketing at SAP“ ”Attention Matters!Consumer behaviour has changed too. Opinions arebeing formed in places we cannot reach usingconventional methods. To tackle this we needadvocates out there in the wild extending our reach.
  7. Everyone’s at itSo attention does matter and engagement is oneof our primary tools for achieving this. Andeveryone is having a go, governments, charitiesand commercial organisations are all throwingmoney at social engagement.
  8. But conversations aboutengagement often miss thebigger pictureMy concern is that investment inengagement achieves something. Theconversation is dominated bylikes, audience size and reach but weneed to look beyond that.
  9. Engagement is important butIt’s what you do with itthat counts.
  10. Nowadays people expectcontent and experiences that are moremeaningfulConsumer expectations are changingtoo. Just take Red Bull who have spenta decade investing in a consistentengagement campaign focused onassociating their brand with endeavour.
  11. Engagement shouldeffect changes in behaviourBehaviour change requires aseries of carefully plannedengagement initiatives.
  12. Engagement shouldinfluence actionUltimately you should be able toinfluence action. That might be a sale, areferral or donation – something tangibleyour organisation will benefit from.
  13. Engagement should delivercompetitive advantage-----------------------------------------------------------To create future customers who will drive thebusiness forward. Brand engagements areplatform engagements. This means advancingcustomers into new creative realms–and markets–where they can add value back to the brand, andwhere competitors can’t follow.----------------------------------------------Brian Phipps“ ”
  14. The process can bedirect or indirectFocusing on results doesn’t mean weneed to ram our message down people’sthroats. We can craft a programme ofengagement that indirectly leads to abeneficial outcome.
  15. It takes timeto communicate yourmessage whilst engagingSo don’t expect just to dive in andachieve results right away. There areplenty of other marketing tools thatwill deliver immediate ROI. Forengagement you need to be thinkingabout long term programmes andcalendars of activity.
  16. The Glenlivet came to us and invitedus to plan their crm campaign - theend goal was sales but they wantedto invest in customer relationships.Having researched their audiencewe felt they would respond to aconversation rather than overt sales.Thats not to say sales were off theagenda but we understood that pushmessages would turn them off. Sowe designed a three yearprogramme of content andmessaging designed to build affinityand interest in The Glenlivet bynurturing an interest inconnoisseurship.
  17. Engagement can deliver business resultsAwareness +58%Consideration(amongst those who are aware but not buying TGL)+75%Preference(vs. Glenfiddich, Glenmorangie)+113%Brand I trustBrand for me+24%+37%Consumption / Salesregular buyers of TGL52%Qualitative research proved that this engagement led approach yielded substantial business results.
  18. The building blocksof successful engagement
  19. You need to understand what makesyour audience tickAt Reading Room we focus on usingresearch to define Audience Personas.By understanding audience needs andgoals we are able to uncover how andwhere to engage each segment.
  20. Recognise its all aboutvalue exchangeIts really important to understand thatsocial engagement is voluntary, if wedon’t offer our audiences a tangiblereturn for their involvement then whyshould they bother.
  21. Understandhow people use our content-----------------------------------------------------------If I like your content it’s not because I like yourbrand it’s because I like my friends.----------------------------------------------Henry Jenkins - ‘Spreadable Media ‘“ ”This quote was a real inspiration tome. I’m always trying to imagine whatpeople will do with the content weproduce and how I should thereforetailor it for that purpose as much asmy own agenda.
  22. Play the long gameand understand the role of every interactionYou need to have a game plan, a longterm objective and a set of initiativesthat are going to get you there.The Content Grid by Eloqua does agreat job of mapping this out
  23. Conversational• Responsive• Promotional• Engaging• PositiveContent Led• Proactive• Content creation• Advocacy driven• CampaigningNarrative Led• Strategic• Story telling• Dialogue driven• Always OnEmbark on a journey from conversational engagementThis is where many organisations are.Engagement works and best practiceis being followed but that may not betranslating into results.
  24. Conversational• Responsive• Promotional• Engaging• PositiveContent Led• Proactive• Content creation• Advocacy driven• CampaigningNarrative Led• Strategic• Story telling• Dialogue driven• Always OnEmbark on a journey from conversational engagementMore experienced organisations startto steer engagement and to lead withtheir own original content. They tendto start seeing real return oninvestment.
  25. Conversational• Responsive• Promotional• Engaging• PositiveContent Led• Proactive• Content creation• Advocacy driven• CampaigningNarrative Led• Strategic• Story telling• Dialogue driven• Always OnEmbark on a journey from conversational engagementtoward an ‘always on narrative’
  26. Engagement should not be treatedas an entertaining side-showFrustratingly many organisations stillsee engagement as an adjunct to theircore marketing activity.
  27. It’s a crucial element of yourmulti-channel marketing planWhereas success comes from a much moreintegrated approach. Understanding howengagement fits into your customerexperience is the key to unlocking ROI.
  28. Focus on thecustomer experience& create clearpaths to actionLondon Business School have placedengagement at the centre of their digitalstrategy and have invested across all of theirdigital channels to support this. We helpedthem develop an engagement strategy and aframework to support that. Now engagementis fully integrated and they are enjoyingspectacular results .
  29. To achieve this you needsystem-thinkingWhen you step back and considerwhat that actually means you realisethat you are creating a reallycomplicated system of interwovenactivities across multiple channels.That requires a different mode ofthinking and the ability to grasp howeach channel and touch-pointcontributes to your end goal.
  30. Supported byculture and processesOrganisations need to change to support this new type of thinking.They need new attitudes and an evolved set of values. They alsoneed to create processes to support effective engagement, thatmeans revaluating everything from customer services to publicity.And staff often need support to make that happen. You cannot justassume people will get it – the risks and the pressure are too great
  31. And one eyefirmly on the prizeLastly you need a sophisticated reporting andanalytics process so you can track andmeasure the impact of what you are doing.Tweets and Likes and numbers of followers arenot the be all and end all but they areincredibly useful signals we can learn tointerpret and adapt our tactics accordingly.
  32. In Conclusion…
  33. Integrate social engagement with yourmarketing plan-----------------------------------------------------------In order to achieve a tangible return fromyour investment in engagement you need tointegrate content and social channels withinyour overall marketing plan and develop aconnected and personalised experienceacross every touch point.----------------------------------------------“ ”
  34. Integrate social engagement with yourcustomer experience-----------------------------------------------------------The reality of the evolving multi-channeloperating environment is that socialengagement is no longer an adjunct to yourmarketing activity it is a critical aspect of theoverall customer experience.----------------------------------------------“ ”
  35. So stop focusing on engagementand start thinking abouttransformation-----------------------------------------------------------Thats one of the principle drivers behind theargument for business transformation. Simplyslapping social media on top of the same oldtired business models wont cut it anymore.----------------------------------------------“ ”
  36. If you found this useful, youmay also like…
  37. Thanks------------------------------readingroom.com@ReadingRoomUK@SimonNash

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