Engagement! Everyone is talking about it, everyone believes it's vital -- but finding a defined, measurable, and actionable go-to source on it has been challenging..so we addressed all that!
This white paper from Nutlug and Junta42 will help you understand Engagement as a strategy to be leveraged, measured, and embraced throughout your marketing efforts! Great tactical ideas and a free tool to measure engagement, too!
Advertising & Sales Management (VV2)
We Also Provide SYNOPSIS AND PROJECT.
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This white paper examines the emerging field of conversational marketing, as social media becomes part of the relationship marketing conversation.
Beginning with a definition of conversational marketing, this white paper looks at how our traditional marketing approaches should be modified to include the new possibilities that social media creates for marketers. Along the way it goes into depth on the importance of viewing social media not as a channel, but as an integrated part of our marketing campaigns and on-going programs.
Getting your brand to awesome: a short guide to brand strategy in the digital...Simon Pearce
Please consider downloading this presentation for a crisper looking version - viewers on slideshare can experience font clipping and blurring.
As the effects of digital technologies ripple through our culture,the impact can be felt almost everywhere. The implications of these technologies go far beyond the technologies themselves. Unrestricted access to a growing mountain of data is changing attitudes, culture and the rules of success in business and in branding. In the future, the most successful brands will be those that can capture their customers' imaginations, not just with what they say, but with how they behave, and the experiences they provide.
Advertising & Sales Management (VV2)
We Also Provide SYNOPSIS AND PROJECT.
Contact www.kimsharma.co.in for best and lowest cost solution or
Email: amitymbaassignment@gmail.com
Call: 9971223030
This white paper examines the emerging field of conversational marketing, as social media becomes part of the relationship marketing conversation.
Beginning with a definition of conversational marketing, this white paper looks at how our traditional marketing approaches should be modified to include the new possibilities that social media creates for marketers. Along the way it goes into depth on the importance of viewing social media not as a channel, but as an integrated part of our marketing campaigns and on-going programs.
Getting your brand to awesome: a short guide to brand strategy in the digital...Simon Pearce
Please consider downloading this presentation for a crisper looking version - viewers on slideshare can experience font clipping and blurring.
As the effects of digital technologies ripple through our culture,the impact can be felt almost everywhere. The implications of these technologies go far beyond the technologies themselves. Unrestricted access to a growing mountain of data is changing attitudes, culture and the rules of success in business and in branding. In the future, the most successful brands will be those that can capture their customers' imaginations, not just with what they say, but with how they behave, and the experiences they provide.
This is one of the tools of the Conversation Manager: understanding conversations about your brand: both online & offline. We use the input of the research to develop brand & company conversation strategies.
Increasing Marketing Campaign Responses with 1:1 campaignsL2, Inc.
Download this whitepaper at: http://www.L2soft.com/whitepapers.aspx
The essence of one to one marketing campaigns is relationship marketing.
One to one marketing campaigns are a potent tool to enhance lead generation, increase product usage and promote brand awareness.The only significant obstacle for most marketing professionals is the time and expense needed to implement the campaigns and manage the upswing in responses.
This white paper will address these issues through L2’s execution of a personalized 1:1 marketing campaign and the lessons learned from that process.
Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.
A New Era for Word-of-Mouth Marketing - video: http://shar.es/5CYqWGrant Thekan
Word-of-mouth marketing is your ability to make the most of customer chatter. Does your brand get it? Explore more about this trend with our video and iBook. View here: http://shar.es/5CYqW
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with twenty-three slides is here to help you to strategize, plan, analyze, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Activation PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all-inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
Just a sample of one of our customizable newsletter programs that we license on an area exclusive basis to printers. You brand, print and distribute. Our content will set you apart from your competition.
Game Of Thrones - one of the most successful all time HBO series does not take its success lightly and rest on its laurels.
There seem to be some hardcore strategic efforts into its season pre-launch.
Here's a strategic instigation from @wolfzhowl trying to de-code & retro-organize the approach behind their 2015 season pre-launch content marketing strategy efforts. #wolfSIGHTS
The deck primarily focusses on Game of Thrones, followed by an at best sketchy capture of the Indian Premier League of Cricket's (IPL's) efforts at pre-launch content marketing efforts for the 2015 season.
While the analysis of IPL has not been as robust as GoT, we have also studied the individual team efforts in detail (not included in this deck - for reasons of manicuring the length of the deck). Our biggest findings seem to be that IPL actually has pretty decent content - which is not well distributed and socialised enough. While better content assets can be developed indigenously and also from borrowing examples from GoT.
Note: GAME OF THRONES - content marketing strategy instigations is a thought-piece crafted as one of the 5 components of "The Howl". #TheHowl is a strategic instigations newsletter from @wolfzhowl shared with brand custodians every full moon.
If you desire to be on the mailing list, please send us a howl at intelligence@wolfzhowl.com
Why is the marketing world buzzing about “story”? Story is the most effective means of human communication. It’s a sense making mechanism that helps you convey an idea without making your audience burn too many mental calories. This method goes hand-in-hand with Inbound Marketing. In this robust Master class, Clover Carroll will relate how he uses his unique storytelling process to draw an audience into the message being conveyed. You’ll leave this class equipped with practical tips on how to implement the powerful marketing tool of storytelling, including how to use storytelling to increase your brand exposure and create brand authority through the creation of valuable content.
Experience brands understand that a customer’s or prospect’s path to the brand passes directly through their own people. And if those people aren’t aligned to the organization’s purpose and brand and business ambitions, there’s little chance of delivering the kind of positive experience clients will want to repeat and share.
7 Crucial aspects to maintaining authenticity in modern marketing: dispelling...Reversed Out Creative
Unlock the secrets to modern marketing success with 7 powerful strategies at ReversedOut.com. Stay ahead in the digital landscape with expert advice and proven techniques to elevate your marketing efforts. Maximize your brand's reach, engagement, and conversions. Click now to optimize your marketing game and achieve remarkable results!
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
This is one of the tools of the Conversation Manager: understanding conversations about your brand: both online & offline. We use the input of the research to develop brand & company conversation strategies.
Increasing Marketing Campaign Responses with 1:1 campaignsL2, Inc.
Download this whitepaper at: http://www.L2soft.com/whitepapers.aspx
The essence of one to one marketing campaigns is relationship marketing.
One to one marketing campaigns are a potent tool to enhance lead generation, increase product usage and promote brand awareness.The only significant obstacle for most marketing professionals is the time and expense needed to implement the campaigns and manage the upswing in responses.
This white paper will address these issues through L2’s execution of a personalized 1:1 marketing campaign and the lessons learned from that process.
Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.
A New Era for Word-of-Mouth Marketing - video: http://shar.es/5CYqWGrant Thekan
Word-of-mouth marketing is your ability to make the most of customer chatter. Does your brand get it? Explore more about this trend with our video and iBook. View here: http://shar.es/5CYqW
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with twenty-three slides is here to help you to strategize, plan, analyze, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Activation PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all-inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
Just a sample of one of our customizable newsletter programs that we license on an area exclusive basis to printers. You brand, print and distribute. Our content will set you apart from your competition.
Game Of Thrones - one of the most successful all time HBO series does not take its success lightly and rest on its laurels.
There seem to be some hardcore strategic efforts into its season pre-launch.
Here's a strategic instigation from @wolfzhowl trying to de-code & retro-organize the approach behind their 2015 season pre-launch content marketing strategy efforts. #wolfSIGHTS
The deck primarily focusses on Game of Thrones, followed by an at best sketchy capture of the Indian Premier League of Cricket's (IPL's) efforts at pre-launch content marketing efforts for the 2015 season.
While the analysis of IPL has not been as robust as GoT, we have also studied the individual team efforts in detail (not included in this deck - for reasons of manicuring the length of the deck). Our biggest findings seem to be that IPL actually has pretty decent content - which is not well distributed and socialised enough. While better content assets can be developed indigenously and also from borrowing examples from GoT.
Note: GAME OF THRONES - content marketing strategy instigations is a thought-piece crafted as one of the 5 components of "The Howl". #TheHowl is a strategic instigations newsletter from @wolfzhowl shared with brand custodians every full moon.
If you desire to be on the mailing list, please send us a howl at intelligence@wolfzhowl.com
Why is the marketing world buzzing about “story”? Story is the most effective means of human communication. It’s a sense making mechanism that helps you convey an idea without making your audience burn too many mental calories. This method goes hand-in-hand with Inbound Marketing. In this robust Master class, Clover Carroll will relate how he uses his unique storytelling process to draw an audience into the message being conveyed. You’ll leave this class equipped with practical tips on how to implement the powerful marketing tool of storytelling, including how to use storytelling to increase your brand exposure and create brand authority through the creation of valuable content.
Experience brands understand that a customer’s or prospect’s path to the brand passes directly through their own people. And if those people aren’t aligned to the organization’s purpose and brand and business ambitions, there’s little chance of delivering the kind of positive experience clients will want to repeat and share.
7 Crucial aspects to maintaining authenticity in modern marketing: dispelling...Reversed Out Creative
Unlock the secrets to modern marketing success with 7 powerful strategies at ReversedOut.com. Stay ahead in the digital landscape with expert advice and proven techniques to elevate your marketing efforts. Maximize your brand's reach, engagement, and conversions. Click now to optimize your marketing game and achieve remarkable results!
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
“Shopper Marketing” has become jargon: everyone talks about it, but no one can quite agree what it means. Instead of worrying about definitions, our newest white paper shifts the conversation to the broader context: designing better shopper experiences.
Simple? Yes, but with endless adaptive possibilities and implications, we think this take on shopper marketing has got a shelf-life to last.
Digital has fundamentally changed the way brands behave, as well as the way they organize and optimize their marketing efforts. To be successful in connecting with people in the digital age, brands must adopt new habits and, in some cases, behave more like people themselves.
While the personalities of individual brands are varied and unique, there are commonalities across strong digital brands that can be identified as critical to success in the new marketing landscape. We looked at some of the most successful digital brands and idenfified seven shared traits across the board. Each day for the next week, we’ll uncover a new “habit” and explain its importance to brands.
Social Media is a platform where you can create a life-long relationship with your audience by simply gaining their trust and loyalty. But how is Social Media related to Return on Relationship? The key to measuring social is understanding your Return on Relationship, which I believe is measured through Organic Engagement, Community Management, Sentiment Monitoring and much more.
WoolWorths & ITC Infotech experts' take on the role of loyalty programsITC Infotech
Businesses must craft unique propositions around aggregate customer experience and not just around the product's functional attributes. Discover ways to use loyalty programs to create a contextual brand experience with experts from ITC Infotech and Woolworths
How to Build A Big Brand Without Money In 2024.pdfSmartSkill97
In today’s competitive market, let’s talk about how establishing a big brand presence without significant financial resources can seem like a daunting task. But with the right strategic planning and leveraging available resources effectively, it's possible to build a unique identity and gain traction in your market segment.
I've seen many videos about building big brands, but the issue is, most of the time people don't have much money or resources. However, if you really want to create something valuable for customers and help them improve their lives, you can still do it even with limited resources. Let’s break down all the key steps:
Digital Leadership: An interview with Renée GoslineCapgemini
Digital Leadership: An interview with Renée Gosline,Assistant Professor MIT Sloan School of Management to understand the impact of technological shifts on customer experience and how organizations can connect with customers in a digital world.
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Blueprint for strategic sponsorship (whitepaper report PDF download)Janus Kodadek
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Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
2. Outline:
Today, more and more marketers are seeking to ‘engage’ with prospects and customers. Given the dynamics of the social media
environment and the power customers have come to wield in their relationships with brands, marketers are grasping the impor-
tance of breaking through the white noise, of connecting with audiences in a meaningful way. Increasingly, that ‘meaningful way’ is
two-way, with customer and marketer each participating in the ‘discussion.’ And just like anyone vested in a budding relationship,
marketers wish to engage their customers in this discussion. Ultimately, marketers are looking toward Engagement with the belief
that it will lead to specific customer emotions and behaviors – measurable results like preference and sales -- resulting in the
recent uptake in the quest to find an engagement metric.
But what is Engagement? What does it really mean in marketing? How should we measure it? What tactics can we employ to
help enhance it?
This whitepaper will help you:
• Define Engagement and what it means for your customers and your efforts
• Recognize Engagement as a strategy that serves to achieve specific marketing objectives
• Understand the dynamics of measuring Engagement
• Discover a variety of social media and content marketing practices that maximize Engagement
• Put your own Engagement plan into motion and measure it, including a free and easy web-service to help
you gauge your Engagement
2
3. Defining Engagement
Customer Engagement: Marketing-Speak?
There has been a great deal of buzz around this idea of marketing communication engaging people, of audience
engagement, of customer engagement. The search engines bear this out. When looking for ‘Customer Engagement’:
18.7 million results
9.8 million results
20 pages of 15 mentions per page (cuts off after 10 days results)
No matter what the algorithm, Customer Engagement is a hot topic. Here’s why:
After more than a century of one-way, marketer-driven messaging, the advent of Web 2.0 has empowered
consumers, leading them to an expectation of a true dialogue between marketer and customer. The audience is no
longer a passive consumer or ‘target,’ but an active participant in the marcomm discussion. And with infinite
customer choice of media, marketers are competing to make those connections. This has increased the need for
marketers to be more engaging in their communications efforts. No longer ‘shouting at,’ marketers seek a need to
‘discuss with.’
Trae Clevenger, SVP Customer Engagement Innovation at Targetbase, feels Engagement, when measured with
respect to marketing objectives, can be thought of an “actionable proxy for relationship strength.”
Put another way, just like a suitor vying with competitors for the affections of an intended, marketers too must now
be engaging in their efforts for any chance to win over the hearts (or minds, or pocketbooks) of customers.
And that’s where Engagement comes in.
3
4. What is Engagement?
Just what is Engagement like? What does it mean for a brand to engage with a customer?
Chad Maxwell, Research Director – Consumer Insights Group at leading digital agency Razorfish, feels “there are just as many
definitions of marketing engagement as there are marketers.”
Interestingly, it seems there is a greater consensus on what it means to be engaged as an audience member, likely with traditional
media. Some examples could be:
Medium Engaged Moment
Books Not being able to put down a page-turner until you realize it’s past 4 AM and you’ve still not been to sleep
Motion pictures Losing yourself so deeply at a theater that it takes a loud cough to help you realize you’re
not in the movie, but watching it
Radio Driving on a road trip and the local radio station you’ve scanned plays three perfect songs in a row,
seemingly just for you, and you forget where you are
Magazines Laughing out loud while reading a magazine article on a red-eye flight, waking the woman in 7B
Broadcast TV Alternatively cheering -- or screaming – at a sporting match on the television
Internet Stumbling upon a blog post only to spend two hours reading the POV comments of two
highly partisan groups
Events Discovering you’re on the edge of your seat -- literally – nodding in agreement with a professional
speaker at a conference
Cable TV Finding it simply impossible to believe an entire hour has flown by and you are destined to wait another
whole week, incredulously, to see the next installment of your favorite HBO drama series
As marketers, how do we capture that? How do we so engage our customers (and potential customers) that they
actually have a positive brand experience worthy of changing their feelings, beliefs, actions or behaviors with our
brand? What can this kind of Engagement really mean?
Defining Engagement is the first step.
4
5. Definitions
A quick poll of the experts:
Webster: ............................................................................ Engagement: “emotional involvement or commitment”
Alterian: .............................................................................. “Well-established behaviors that demonstrate interactive multi-channel behavioral
attachment and that reinforce commitment to the brand.”
Advertising Research Foundation: ..... In March 2006 the ARF defined Engagement as “turning on a prospect to a brand idea
enhanced by the surrounding context”. [1]
Forrester: .......................................................................... “The level of involvement, interaction, intimacy, and influence that an individual has with
a brand over time.”
Bridge Worldwide: ................................................. “When consumers pay attention to their interaction with a brand.”
Wikipedia: ....................................................................... ‘Engagement marketing’: “Engagement measures the extent to which a consumer has a
meaningful brand experience when exposed to commercial advertising, sponsorship,
television contact, or other experience.”
Wikipedia also includes this (un-sourced) definition: “Consumer Engagement is the ultimate point in
which a brand and a consumer connect in order to offer a true experience related to the brand’s core values.
It is a long term connection that must be enhanced over time.”
This seems closer to the mark, although it takes on a decidedly brand-centric view. As marketers looking to engage
our customers on behalf of our brand, a shift toward a customer-centric stance is required. Hence:
Engagement Defined
“Engagement is creating the heightened state where a customer connects with a brand through
a true experience related to shared core values. It is reciprocated by the customer and is a
long term connection that must be nurtured over time.”
5
6. Yes, it’s a mouthful.
Let’s break the definition down to its core elements:
Heightened state – inarguable that the customer must be ‘switched on’ and not in passive mode for engagement to be occur-
ing. This can refer to an emotional or rational experiential state…or both. It is above and beyond any baseline/’normal’ reception
and expression of processing communication. Example: consider the difference between hearing a speaker and truly listening –
the former is passive while the latter is in an active, participating mode.
Where (and when) – any definition of being engaged must consider its context and timing. It’s also important to note that
Engagement can occur at various and multiple points throughout the customer-brand connection (i.e. the lifecycle or ‘journey’).
Example: consider the difference between hearing the exact same promotional message as a prospect vs. as a customer – the
customer already maintains experience and relevance with the brand, whereas the prospect may lack these, changing the impact
of the message.
Connects with a brand – this experience can imply several things based on the customer’s goal and the brand’s objective: it
could mean becoming solidly/favorably aware of the brand, inclusion in a mental consideration set, positive interaction at retail, a
general affinity toward the brand, trusting the brand as a solution provider, recommending the brand to others, and so on.
Example: conducting a search on ‘winterizing your home,’ and clicking to the Lowe’s website that provides do-it-yourself solutions
(instead of ‘selling’ something) – your reaction is to favor Lowe’s as expert and helpful, and feeling connected you then seek the
their commercial solutions via their Creative Ideas platform.
True experience related to shared core values – for Engagement to occur, the brand must genuinely and relevantly repre-
sent and share in the same core values as the customer. Much like budding personal relationships are based on shared values,
common interests, and mutual benefits, the engaged brand-to-customer relationship will revolve around positive experiences that
enable these. Example: Acura automobiles are positioned as advanced thinking in a variety of ways – technology, style, design,
etc. – so the brand’s delivery on those topics (above and beyond car information) links Acura with its target customers that also
share in those values.
Reciprocated by the customer – an Engaged customer must think or do something that reinforces their shared role in the ex-
perience/relationship. This too will change based on the stage of the relationship/journey, but can include: attentive listening, feel-
ing positive about the brand, trial, purchase, re-purchase/commitment, advocacy, etc. Example: not simply defined by the brand’s
actions to engage, Engagement is demonstrated by the customer – opting in for e-newsletters and continued opening/reading
them indicates their valuing the brand’s efforts.
Long-term connection – for maximum benefits in the customer-to-brand relationship, Engagement must be a long-term
investment that has the opportunity to ramp up over time. Only by continuing to nurture this relationship through engaging activity
will it be one of maximized lifetime value. Example: engaging efforts cannot simply cease at the point of transaction – Engage-
ment must continuously occur in the form of welcome kits, loyalty clubs, cross-selling/up-selling, members-only activities, affinity
groups, etc. to ensure on-going strength of relationship.
6
7. Engagement as a Strategy
As a marketer, you are in the business of raising awareness, interacting with prospects, creating demand, maximizing customer
lifetime value, and so forth. Selling your product or service. These are your goals, your objectives.
Engagement should not be included in this list of marketing objectives, but rather as a way to help you achieve each within the
list. That is, don’t think of Engagement as an end-goal, but rather as a strategy to help you get there. Engagement is a strategy
by which to achieve a marketing objective.
Let’s look at a straightforward scenario -- a traditional marketing objective to increase inclusion in the consideration set:
“Increase consideration of our brand by the
customer target group +15% over 18 months
for a total consideration level of 85%”
Can Engagement help with this? Can it help increase consideration? Absolutely! Engagement enhances recall and favorability,
making messaging that is more highly considered, hence Engagement is a strategy to help achieve that objective.
Yet it is important to note that “awareness”-engagement (for example) isn’t the same as “retention”-engagement. A
marketer leverages different efforts (and hence, different ‘engagements’) to achieve different objectives.
Let’s take a look at objectives and how they are served by Engagement.
7
8. Objectives Served by the Strategy of Engagement
C.A.R.E.™, Customer Acquisition and Retention through Engagement, is a strategic engagement process from Nutlug.
At its core, it aids in migrating a potential customer (prospect, suspect) through a growing relationship with a company/brand.
Its premise is to utilize Engagement to address objectives within the Customer Journey. Unlike the traditional sales funnel (which
is manufacturer-based and looks only at achieving the sale) or the traditional loyalty pyramid (which doesn’t begin until the pur-
chase and ignores any step prior to it), C.A.R.E. ™ combines the best of both and does so in a customer-centric manner, using
high-level marketing objectives as the stages of the Customer Journey with a brand.
Awareness
Consideration
Interaction
Transaction
Figure 1.0 : Juxtaposition of Sales Funnel and Loyalty Pyramid
Repeat
Purchase
Bonding
Advocacy
Engagement helps with each of these objectives, and also migrates a customer from one objective to the next, but in doing so,
Engagement differs based on what objective is being affected.
That is to say,
Engagement plays a different strategic role in delivering on each different
objective, and therefore requires different channels, tactics, and metrics based
on the objective addressed.
What this boils down to is that no matter what your marketing objective, Engagement plays a strong strategic role in delivering it.
8
9. measuring Engagement
Few could argue against Engagement’s importance in delivering upon marketing objectives. Yet few seem to agree on just how to
measure Engagement. As a case in point, we reviewed and compared two recent efforts from well-known companies:
Recent attempts at measuring Engagement
• Engagement dB, is a joint-effort between WetPaint and Altimeter Group (note: Altimeter is led by Charlene Li, formerly of
Forrester Research and co-author of Groundswell). The effort undertook the ranking of the top 100 brands based on
their involvement in 11 separate social media channels, and utilized the measurement of Engagement based on both the
depth and breadth a brand had with the social media channels. A regression analysis was performed comparing
‘engagement score’ and brand financial performance; results indicate a correlation between brands that are highly
‘engaged’ in social media and top financial performance.
• Nielsen IAG measures television viewers’ Engagement with various scheduled programs.
The hypothesis is that “higher program engagement translates directly to greater ad effectiveness because
when viewers are more engaged with a show they are less likely to change channels, multi-task, or leave
the room. So, they are more likely to watch and remember the ads.” More than 5,000 panelists daily are
asked questions about the shows they watched the day prior. Depending on the number they answer
correctly (of 8 questions), viewers help determine a score, where every episode is measured and rolled up
to create Program Engagement Scores for every show, genre, and network.
Comparing the two, Engagement dB’s company-centric method looks solely at breadth and depth of a brand’s use of
a variety of social media venues to define Engagement. Yet Engagement to Nielsen IAG’s method is defined as
audience recall of specifics.
Clearly, each has a differing take on Engagement, and in our evaluation, a somewhat incomplete one. Our analysis
has helped lead us toward the development of tenets in support of our own position on measuring Engagement.
We believe that measuring Engagement and its corresponding metrics must include:
1. Adherence to overall marketing objectives. Engagement for engagement’s sake provides no worth if customers aren’t
having their needs met, nor does it fulfill its strategic role unless it delivers on your objectives – and is measured as doing so.
2. A customer-centric viewpoint of Engagement. After all, it is the goal of the marketing efforts to engage the customer, and it
is the customer who is ‘engaged.’ Companies/Brands are not ‘engaged,’ rather they attempt to leverage engaging strategies.
3. Consideration of multiple marcomm methods and corresponding channels to attempt engagement: social media, content
marketing, advertising, customer service centers, etc.
4. Measurement of both behaviors/actions and emotions/feelings in terms of a customer’s engagement.
5. Employment of multiple metrics to define Engagement, as Engagement’s definition itself changes based on the different
marketing objectives it is addressing.
Let’s look at each of these dynamics.
9
10. 1. measuring Engagement: Based on Objectives
Understanding that it is indeed a strategy helps us see that Engagement attempts to deliver on marketing objectives.
A lifecycle-based framework, like that used in C.A.R.E. ™, illustrates the Customer Journey and its stages.
Engagement aids in achieving each of the objectives in the journey, but also helps the customer migrate from one stage to the
next. C.A.R.E. ™ ensures all marcomm efforts serve to deliver maximum Engagement within each stage.
Awareness Consideration Interaction Transaction Bonding Advocacy
Measuring Engagement means measuring whether each objective has been achieved, and whether the customer has advanced to
the next stage. This requires multiple metrics and a real dedication to utilizing engaging efforts to deliver on marketing objectives.
And, quite frankly, it’s hard. Assembling and aggregating these metrics will require investment – both in dollars and brainpower –
not to mention the analysis of the effects of engagement, and how to apply the learnings to enhance delivery on objectives.
So why do it? Doesn’t everything lead to one key metric: sales? Can’t we simply look at our engaging efforts and track sales to
see if we’re engaging our customers?
Not if we value more than one objective in our pursuit of sales – objectives like Awareness, or Advocacy. These of course feed to
sales, but maximizing customer lifetime value requires further goals. Peter Daboll, CEO of Bunchball, states in Forbes.com that as
Engagement is defined, it most importantly must be linked to customer value: “Customer value is a proxy for the health of a busi-
ness tomorrow. It is an indicator of the future, and hopefully, how to influence it.”
Additionally, there are of course a multitude of strategic and tactical efforts that affect sales in addition to Engagement. Assuming
sales dynamics are the sole reflection of Engagement efforts is utopian but ultimately unrealistic.
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11. 2. measuring Engagement: Customer Journey
As noted earlier, from a customer or prospect point of view, Engagement means connecting with a brand in an experiential way.
But how does this work? What do the customers do? What do they think? How do they feel?
Leveraging Engagement as a customer-centric effort results in measurement efforts that track the behaviors and emotions of the
customer – and not those of the marketer.
To wit, imagine a brand that fully utilizes all avenues of social media, updates a blog regularly, maintains their website, and so
on, but does so without considering the wants, needs, desires of its customer base. Yes, the brand is active in multiple channels
and is attempting to be engaging, but it is squarely up to its prospects and customers to determine whether they themselves are
engaged, or put another way, if Engagement has occurred.
So are your customers engaged? What are they doing? How are they thinking? What are they feeling? The answers to any and
all of these can change over time, and are influenced greatly depending on where the customers are at in terms of a relationship
with your brand.
Engagement will have quite a different meaning/result if the prospect is initially hearing about a brand versus what Engagement
might mean to a long-term, high-value customer who has been a demonstrative advocate for the brand. So Engagement does
vary based on the stage the consumer is at in the Customer Journey.
The C.A.R.E.™ model assists in maintaining a customer-centric view of Engagement. In doing so, each stage is defined by a
customer-centric goal and underscored by the brand’s corresponding marketing objectives. Flowing from this are the marcomm
strategies, channel optimization, and measurement metrics.
Cu nt
sto me
me g e
rD ga
ist
illa f En
o
tio el
Figure 1.1: A customer- n Lev
$
Consideration
centric view of the sales and
Interaction
Awareness
loyalty processes through-
Advocacy
Purchase
Bonding
Repeat
out the Customer Journey.
C.A.R.E.™: Customer
Acquisition and Retention
through Engagement
Transaction
Customer Journey
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12. Marketing
Awareness Consideration Interaction Transaction Bonding Advocacy
Objective
Customer Awareness Information, Investigate Purchase Reassure Empower
Goal Education
Marcomm Research Inform Contact, Connect Sales, Experience, Enable
Strategies Convince Welcome Loyalty, Growth Advocacy
Channels Mass Media, Direct Mail, In-store, Events Brick & Mortar Website, Website,
Search e-Direct Mail Store, Website Social Sites Social Sites
e-Newsletters
Metrics
Website, Blog Traffic, Uniques Navigational Traffic, Log-ins Traffic, Log-ins Traffic, Log-ins Traffic, Log-ins
Time Spent, Paths, Log-ins, Questions Answers Answers
Page Views Questions
e-Newsletters e-Newsletters Loyalty opt-in, Loyalty Actions, Loyalty Actions,
Opt-ins, reads Opt-ins, Reads Product Referrals, Forwards Referrals, Forwards
Renewals, Forwards Registration
Internet Search Search, Banner Search, Ad Clicks, Ratings, Reviews, Ratings, Reviews,
Ad Clicks, Questions, Sentiments, Net Net Promoter,
Questions Sentiment Promoter, Answers Answers
Social Search Questions Questions Mentions UGC, UGC,
Comments Answers
Market Awareness Evoked Options Purchase Attitudinal Satisfaction, Satisfaction,
Research Un/Aided Un/Aided Intent Affinity Affinity
Off-line DM Response Trial, Sampling Registration Loyalty Loyalty
Actions Actions
Sales Cost Per Lead Sales, Avg. Repeat Share of
Acquisition Bookings Spend Wallet
Customer Journey
Figure 2.1 (above) shows an abbreviated example of C.A.R.E.™ as it applies to a general brand.
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13. 3. measuring Engagement:
multiple marcomm methods and Channels
Best practices indicate that certain marcomm channels perform better in delivering on different marketing objectives than do
other marcomm channels. Limiting your awareness objective through the use of in-store efforts for reach, for example, is as
off-strategy as using mass media for your advocacy objective. This may seem intuitive, but it bears mention: Leveraging the
correct channels to have Engagement help deliver upon your marketing objectives is a key strategy in migrating your customers
throughout their Customer Journey with your brand.
Objective Key Strategic Channel(s)
Reach Mass Media
Consideration Web, Website
Interaction Website, In-Store (E-Commerce And/Or Bricks & Mortar)
Transaction In-Store (E-Commerce And/Or Bricks & Mortar)
Bonding Website, Social Media, Loyalty Programs
Advocacy Website, Social Media, Loyalty Programs
Figure 3.1 (above)
It’s important to keep an open mind when considering channels for Engagement; where and how your customers/prospects
prefer to engage with your brand should be the key determiner of channel choice. Is there a vertical site where your customers
use as the go-to place for all things in your industry? You should be there. Can’t believe that they’d like to interact on Facebook?
Believe it. Getting emails from your website with comments or questions about your offerings? Consider a forum right on your site.
Engagement is in the eye of the beholder, and your customers and prospects will indicate where they want their eyes to be.
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14. 4. measuring Engagement:
Inclusion of Emotional along with Behavioral
Generally, recent attempts at defining a metric for Engagement seem to have focused solely on measuring behaviors, ignoring the
emotional/feelings side of being engaged.1
When pursuing the emotional aspect of Engagement (recall that Webster defines it as “emotional involvement or commitment”),
short of brain scanners or pupil dilation measures, reliance on self-reported consumer methods (surveys, focus groups, interviews,
VOC options, etc.) are necessary to include with quantitative/behavioral metrics. As important as what they do is how they feel.
This is the “switched on” aspect of Engagement.
Ultimately, we need to consider the emotional state behind being engaged. It’s simply not enough to spend significant amounts of
time with a marcomm channel, or even being able to recall specifics of the message postevent. There would seem to be infinite
cases where one can spend hours with a channel and not be engaged (a majority of television viewing comes to mind). Addition-
ally, there would seem to be just as many cases where postevent recall can be high and yet engagement is low (for example, a
lecturer may hit hard on key points but fails to even remotely engage – leading to high recall but low sentiment).
Engagement’s emotional aspect is significant, perhaps just as significant as the behavioral aspect. It’s rare to encounter one
without the other, and each significantly impacts the other. Each needs to be considered in Engagement, for either alone may not
always represent Engagement.
For instance, stated emotions (beliefs, feelings, thoughts, etc.) toward a brand can be strong, yet sometimes fall short of
anticipated behavior:
I prefer Brand A, I love Brand A, Brand A is superior, but today I purchased
Brand B. They had a coupon.
(1) Note: Forrester and Gallup have penned some solid papers on engagement that support the idea, as we do, that Engagement impacts both the rational and
emotional, and measuring for Engagement should include multiple measures across multiple channels to address this.
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15. The same customer can, under different context, exhibit behaviors (digital activity, contact, consideration, etc.) consistent with
Engagement, only to miss on the emotional aspect:
I’ve been to Brand Y’s website multiple times. I’ve done my research;
I’ve compared the two on independent grading sites. I know Brand X and
Brand Y are made from the same stuff, the same place, maybe even by the same
manufacturer. And I know Brand X is priced 30% higher than Brand Y, its
identical equal. But today I purchased Brand X anyway. It’s just somehow…cooler.
Behavioral-only measures omit the emotional portion of true Engagement. This so-called softer aspect of Engagement measure-
ment – tracking emotions and feelings – rests in metrics that are traditionally self-reported: intention, attitude, preference, etc.
And yet, using marketing research-reported tools (surveys, focus groups, interviews, et al) to track emotional findings is not
necessarily a clear precursor to ultimate behavior.
“The essential difference between emotion and reason is that emotion leads to
action while reason leads to conclusions.”
Donald Calne, Neurologist, University of British Columbia
So should we pursue actions or conclusions?
This either/or question requires answering: yes.
It’s less than neat and tidy, but both rational and emotional metrics must be viewed to accurately measure Engagement.
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16. 5. measuring Engagement: Using multiple metrics
Take a look again at Chart 2.1, C.A.R.E.™’s snapshot of activity mapped out by marketing objective (AKA stage in the Customer
Journey). Note the wide array of metrics per objective that contribute to the measurement of Engagement’s effect on migrating
the customer throughout their journey with the brand – and this chart uses an extremely abbreviated subset of all metrics to be
considered, by objective/stage, and by strategy/channel!
Just as measuring different objectives requires using different metrics, Engagement’s effects on different objectives also require
using different metrics. What Engagement means to the customer in the very introductory stages of the Customer Journey is dif-
ferent than what it means later on in the journey; this requires different metrics.
Chad Maxwell of Razorfish, believes “Engagement requires dynamic measures and processes as it changes all of the time based
on brand, customer, and channel.”
Likewise, channel dynamics impact the type of metric(s) used to measurement Engagement within each stage of the Customer journey.
Based on where a customer is at in their relationship with your brand, certain Engagement channels require certain metric choice.
Adding onto the original chart 3.1, we now also consider metric choice and corresponding details indicating whether the metric is
self-reported (by the customer) or captured (by the marketer) in figure 5.1:
Objective Key Channel Key Metrics Details
Reach Mass Media Awareness Self-reported,
Markerting Research
Measurement
Figure 5.1
indicates an expanded Consideration Web, Website Evoked set Self-reported,
look at channels and Markerting Research
metrics for Engagement Measurement
Interaction Website, In-store Trial, In-store visit, Quantitative/captured,
(e-commerce and/or Purchase intent Self-reported, Markerting
bricks & mortar) Research Measurement
Transaction In-store Sales Quantitative/captured
(e-commerce and/or
bricks & mortar)
Bonding Website, Social Media, Sales, Sentiment Quantitative/captured
Loyalty Programs
Advocacy Website, Social Media, Referrals Quantitative/captured
Loyalty Programs
Again, this provides a very elementary step in metrics development for Engagement. There are literally dozens of metrics to
consider – but where to begin?
As in so many marketing communications questions, the first step may be to put yourself in your customer’s shoes – that is, what are
they doing or thinking when they are engaged in each of the stages in their Customer Journey with your brand? What metric best indi-
cates that they’ve ‘accomplished’ a given objective, and what different metric suggests they’re moving on to the next objective? There is
no sole route that customers/prospects follow toward Engagement with your brand, but by building a probable Customer Journey, you
ensure your key objectives are indicated, and that corresponding metrics measure Engagement’s effect on that objective.
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17. achieving Engagement
Engagement – Best Practices
We’ve now discussed what Engagement is, how it’s defined, why it’s important, how it can be measured...but we’d
also like to provide a few examples on how to best achieve it.
Here are a few best practices and examples that lead to “the experience of when a customer truly connects with a
brand that shares in the customer’s core values” -- that is, Engagement.
We’ve organized these Engagement efforts based on migration stage – using Engagement to enhance the
customer/prospect relationship with your brand:
1) Migration stage: Moving prospects from sole awareness to consideration of your brand.
Awareness Consideration
Marcomm Effort: Whitepaper • Case Study • Online News Release
2) Migration stage: Moving prospects from consideration to interaction with your brand.
Consideration Interaction
Marcomm Effort: E-newsletter • Call Center
3) Migration stage: Moving prospects from interaction to transaction with your brand.
Interaction Transaction
Marcomm Effort: Roadshow • Free trial/sample • Self-hosted Q and A forum
4) Migration stage: Moving customers from transaction to bonding with your brand.
Transaction Bonding
Marcomm Effort: Welcome Kit • Loyalty Effort • Members-Only Offerings
Custom Magazine
5) Migration stage: Moving customers from bonding to advocacy with your brand.
Bonding Advocacy
Marcomm Effort: Advisory Panel • Company-Focused Community Site
Facebook Movement
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18. Engagement action Steps: Creating Your game-Plan
This whitepaper serves to help marketers get their heads around the idea of Engagement, but we also wish to arm
you with some actionable steps for creating your own Engagement game-plan.
Please use these six points to build your outline by answering the questions contained within:
1. Define Engagement – first for your customers, then for your brand.
• What does it mean to your customers to be engaged?
• How are they ‘switched on’?
• At what stage(s) with your brand are they typically engaged?
• What are their core values?
• What are you brand’s core values?
• Which/when are core values shared?
• What does the customer need to think or do to reciprocate the Engagement?
• How might this change over the long haul?
2. List Objectives – first for your brand, then for your customers – that can be influenced by Engagement.
• What are you trying to accomplish in terms of measurable objectives?
• What do these mean from your customer’s point of view?
• Which are most apt to be affected by Engagement?
3. Choose channels that are most likely to achieve your marcomm objectives via Engagement.
• Which channels do your customers prefer?
• Which are best bets to engage?
• Which make sense for the objective(s) you’re pursuing?
• How does this all change as your customer grows in the relationship with your brand?
4. Experiment with different marcomm efforts to achieve Engagement.
• Based on answers to the first three questions above (Definition, Objectives, Channels), which marcomm tactics (from the
list of 42 in the Content Marketing Playbook, for example) can form the basis of your Engagement plan?
• How can you integrate tactics for a collective effort?
• What changes can you make as customer groups migrate from stage to stage in their journeys?
5. Set metrics in place to measure your Engagement efforts.
• Are your marketing objectives being addressed and measured?
• Does your measurement plan look at what your customers are thinking and doing (instead of focusing on what your
brand is doing)?
• Are you capitalizing on both emotional and behavioral responses to Engagement?
• What platforms and channels are being measured and what unique attributes do they bring to metrics development?
• Can you aggregate some of your metrics and view Engagement more holistically (using tools like N-Gauge LevelTM)?
6. Learn, strategize, tweak, experiment, test, refine, repeat, etc.
• Engagement is nothing if not dynamic, so make certain you are constantly learning from prior efforts and adjusting your
efforts, measuring them, and doing so over time to nurture your customer-to-brand relationships for maximum lifetime value.
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