Despite the conversational nature of the social web, our frameworks of engagement continue to be built largely from the perspective of the enterprise. Technological advances allow brands to connect with users across platforms, devices and contexts, but for engagement to happen at scale, it is important to craft narratives that users can relate to, and find currencies that both can derive value from.

1. engagement @ scale
Manu Prasad
@manuscrypts
www.manuscrypts.com
Head – Social
@myntra
www.myntra.com
the currencies of

3. define : engagement
Our frameworks of engagement on the social web
have largely been built as an answer to the ROI
question

4. We defined engagement on social platforms in the context of business objectives,
made domain specific narratives, and started measuring them

5. Source: Domo
Though social, like digital, began moving
towards performance marketing, the one
area where it differed was the sheer scale of
data generated

6. data driven social marketing
social data driven marketingsocial @ scale

9. ‘Social’ in Google Analytics shows us the quality of traffic from platforms, the
kind of content shared and helps us quantify social impact

10. evolution

12. Scale
Volume
Variety
Velocity
Variability/
Veracity
In a hat tip to traditional marketing, we even have 4 Vs that serve as the new
drivers - to boldly go where no marketer has gone before.

13. Source: IBM – The real-world use of big data

14. But, are Big Data narratives being built around engagement @ scale
or efficiencies @ scale?

15. “If you torture data long enough, it will confess”
(to almost anything) ~ Ronald Coase
When people can engage on their own terms, it is silly to think that
engagement will scale only in directions that the enterprise dictates and
using currencies that the enterprise finds value in

16. www.gapingvoid.com

17. To increase or reduce proportionately in size.
To rise in steps or stages.
Scale
Micro segmentation
Price Optimisation
Inventory Mgmt
Predictive demand
Fraud Management
Location based pricing
In Store Analytics
Collaborative Consumption
Efficiency
Engagement
Co-creation
Crowdfunding
Shared
Purpose
Social as Media
Social as Customer Care
Brands will understand that the true value is when you scale higher, and engage
users in narratives of belonging, esteem, self actualization, and currencies that lie
in community, meaning, purpose.

19. Hemoba Foundation (Blood Foundation) in Brazil partnered with Bahia
football club Esporte Clube Vitoria to run “My Blood is Red and Black
Source: theinspirationroom.com

21. Source: viralblog.com

22. Engagement @ scale will happen when brands
use currencies that create value for the user in
the context of a shared purpose.