The document discusses how engagement marketing is becoming more important than traditional impressions-based advertising. It argues that companies need to measure engagement depth rather than just breadth of impressions. Specifically, it recommends that companies behaviorally model engagement archetypes to better understand what types of engagements create more customers and drive wins. Companies are encouraged to evolve their approach and make meaningful connections with customers the new goal, rather than just gaining impressions.

1. Making connections pay.Why and how we must deliver and measure engagement at scale.Ian Schafer, CEO & Founder,April 1, 2011Heckle me @ischafer.

3. Impressions are dying a painful death.And we’re in complete denial.

4. How it used to be: Funnel ThinkingFamiliarityPurchaseLoyaltyAwarenessConsiderationThe Reality of Modern Marketing12Store/Agent/Dealer InteractionsConsumer- DrivenMarketingPast ExperienceCompany-DrivenMarketingWord-of-mouthOnline researchOffline and/or print reviewsTraditional advertisingDirect marketingSponsorshipIn-store product experienceSalesperson contact264321372831105392622InitialConsideration SetActiveevaluationClosure

5. Social media is “cute”.So are advertisers’ social media budgets.

6. “Engagement” isn’t just gaining momentum.It’s begging for a more significant share of spending.

7. How do we fix the “engagement doesn’t scale” problem?

8. TOO COMMODITIZEDWHERE $ WANT TO GOTOO SPECIALIZEDTOO INEXPENSIVE

10. “Inventory” is headed into some scary territory as buyers seek the ultimate efficiency.

11. Platforms are gaining power.And it’s changing everything.

12. Just because it’s not an impression,doesn’t mean it’s not advertising.

13. Connections are the new impressions.

14. Measuring depth > measuring breadth.

16. Baserunners score runs.

17. The more runners on base, the more runs can be scored.

18. The more hits with runners on base, the more runs are scored.

19. Runs win baseball games.

20. SOCIAL MEDIA SABERMETRICSThe analysis of the effectiveness of engagement marketing through objective evidence, leading us to understand how to predictably create more better customers.

21. LikesFollowsClicksSharesCommentsViewsUploadsBlah blah blah

22. Behaviorally modeling engagement archetypes can create more wins.

23. LikesFollowsClicksSharesCommentsViewsUploadsBlah blah blahIT’S THE RESEARCH.(or “Money, it’s the KPIs”)

25. People that visit Bing from social environments are 4x as engaged as the average visitor.4X

26. Over 62 million PEOPLE COULDN’T be wrong.

28. 421,665Fans Acquired in One DayFanGrowth358.4%Increase in Fans in One Day401,244Engagement CompletionsEngagements576,814Clicks on Promotional Offer59,000+Engagement Shares on FacebookShares71,000+Clicks on the Shared Feeds

29. 70%of fans returned to Bing the following month.

30. Effectively define and measure engagement or be left behind.It’s ok to think of social media as media. Just respect it more. It’s made of people!It’s also ok to incentivize engagement. Just add value.Research the types of engagements that make more better customers.And make more of those engagements.