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What is engagement and how can you use it in web 2.0 activities? Also a business case of engaging in practice: podcasting for internal communication.
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This presentation is brought to you by
www.digiredo.nl
En•gage•ment [en-geyj-muhnt]
&New Media
Erik van der ZijdenFounder and Creative Partner DigiRedo
Engagement?
Engagement?
Examples
Engagement?
Examples
Sidestep
Engagement?
Examples
Sidestep
Business Case
Engagement?
Examples
Sidestep
Business Case
Conclusions
Engagement?
Examples
Sidestep
Business Case
Conclusions ?
To en•gage
To en•gage
Source: Oxford American Dictionaries
To en•gage
A formal agreement to get married
Source: Oxford American Dictionaries
An arrangement to do something or go somewhere
To en•gage
A formal agreement to get married
Source: Oxford American Dictionaries
An arrangement to do something or go somewhere
A fight or battle between armed forces
To en•gage
A formal agreement to get married
Source: Oxford American Dictionaries
An arrangement to do something or go somewhere
Occupy, attract, involve or participate
A fight or battle between armed forces
To en•gage
A formal agreement to get married
Source: Oxford American Dictionaries
An arrangement to do something or go somewhere
Occupy, attract, involve or participate
A fight or battle between armed forces
To en•gage
A formal agreement to get married
Source: Oxford American Dictionaries
Why?
Why?
and huge billboards.
Engagement - A two-stage process
Engagement - A two-stage process
Source: World Advertising Research Centre
Engagement - A two-stage process
Consumers sees communication
Source: World Advertising Research Centre
Engagement - A two-stage process
Engagement Barrier
Consumers sees communication
Source: World Advertising Research Centre
Engagement - A two-stage process
Engagement Barrier
Striking a chordConsumers sees communication
Source: World Advertising Research Centre
Engagement - A two-stage process
Stage 1Making a connection
Engagement Barrier
Striking a chordConsumers sees communication
Source: World Advertising Research Centre
Engagement - A two-stage process
Stage 1Making a connection
Engagement Barrier
Striking a chordConsumers sees communication
Source: World Advertising Research Centre
Engagement - A two-stage process
Stage 1Making a connection
Engagement Barrier
Striking a chord Consumers want to interact
Consumers sees communication
Source: World Advertising Research Centre
Engagement - A two-stage process
Stage 1Making a connection
Engagement Barrier
Stage 2Engagement
Striking a chord Consumers want to interact
Consumers sees communication
Source: World Advertising Research Centre
Hierarchy of Communication
Hierarchy of Communication
Source: D Cowley - Understanding brands. APG, London
Hierarchy of Communication
Source: D Cowley - Understanding brands. APG, London
Hierarchy of Communication
Source: D Cowley - Understanding brands. APG, London
Vision
Identity
Belief
Capability
BehaviorEnvironment
Hierarchy of Communication
Source: D Cowley - Understanding brands. APG, London
Vision
Identity
Belief
Capability
BehaviorEnvironment
Hierarchy of Communication
Source: D Cowley - Understanding brands. APG, London
Vision
Identity
Belief
Capability
BehaviorEnvironment
Difficult
Hierarchy of Communication
Source: D Cowley - Understanding brands. APG, London
Vision
Identity
Belief
Capability
BehaviorEnvironment
Easier
Difficult
Patients online, Europe
Source: European Consumers Seeking Health and Pharmaceutical Information, Manhattan Research 2007
Summary of findings
143 million look for health care info
92 million discuss online info
63 million look for pharma info
47 million discuss info with doctor
23 million actively post info
Patients online, Europe
Source: European Consumers Seeking Health and Pharmaceutical Information, Manhattan Research 2007
Summary of findings
143 million look for health care info
92 million discuss online info
63 million look for pharma info
47 million discuss info with doctor
23 million actively post info36% of the European populatio
n
Patients online, Europe
Source: Yankelowich
Source: Yankelowich
76%Source: Yankelowich
AUTHENTIC
AUTHENTIC
CONVERSATIONAL
AUTHENTIC
TRANSPARENT
CONVERSATIONAL
AUTHENTIC
TRANSPARENT
CONVERSATIONAL
SOCIAL
© Wiredset
Level of engagement
Time© Wiredset
Level of engagement
Adoption
• Bookmarking• Tagging•Adding to a group
Time© Wiredset
Level of engagement
Adoption
• Bookmarking• Tagging•Adding to a group
ColabortiveFiltering
• Rating•Voting
•Commenting•Endorsing
Time© Wiredset
Level of engagement
Adoption
• Bookmarking• Tagging•Adding to a group
ColabortiveFiltering
• Rating•Voting
•Commenting•Endorsing
ContentCreation
• Upload• Blogging•Fan community participation•Create mash ups
•Podcasting•Vlogging
Time© Wiredset
Level of engagement
Adoption
• Bookmarking• Tagging•Adding to a group
ColabortiveFiltering
• Rating•Voting
•Commenting•Endorsing
ContentCreation
• Upload• Blogging•Fan community participation•Create mash ups
•Podcasting•Vlogging
Social• Adding friends•Networking•Create fan community
Time© Wiredset
How to engage with New Media?
How to engage with New Media?
Audio
How to engage with New Media?
Audio
Video
How to engage with New Media?
Audio
Video
Humor
Joy
Grief
How to engage with New Media?
Audio
Video
Humor
Joy
Grief
Human
Interest
How to engage with New Media?
Audio
Video
Humor
Joy
Grief
Human
Interest
Participation
How to engage with New Media?
Audio
Video
Humor
Joy
Grief
Human
Interest
Participation
Storytelling
Story
Storydirectaudiovideotext
Storydirectaudiovideotext
Audience
Storydirectaudiovideotext interaction
Audience
Storydirectaudiovideotext interaction
Audience
Engaged
Storydirectaudiovideotext interaction
impact
Audience
Engaged
Storydirectaudiovideotext interaction
impact
Audience
EngagedUnder-standing
Storydirectaudiovideotext interaction
impact
effectivecommunication
Audience
EngagedUnder-standing
Sure, that Web 2.0 thingie will work if your business is strongly linked to the
internet.“
“
Sure, that Web 2.0 thingie will work if your business is strongly linked to the
internet.
But hey, Pharma is not..!
““
Traffic company website
Source: www.pocket-lint.co.uk
Traffic company website 650%
Source: www.pocket-lint.co.uk
Traffic company website 650%
Online sales
Source: www.pocket-lint.co.uk
Traffic company website 650%
Online sales 500%Source: www.pocket-lint.co.uk
Engagement on your website?
Source: Planit
Do you have at least three of these on your
website?
Engagement on your website?
Source: Planit
Do you have at least three of these on your
website?
Engagement on your website?
SubscribeComment
Blog about thisShare
Send to friendsDownload
UploadView video
ProfileFeature
PostRSS
Source: Planit
Sidestep
Human Resources
Human Resources
More choices
Human Resources
More choicesNo job for life
Human Resources
More choicesNo job for life
Switching
Human Resources
More choicesNo job for life
SwitchingBaby Boomers
Human Resources
More choicesNo job for life
SwitchingBaby Boomers
...
Human Resources
More choicesNo job for life
SwitchingBaby Boomers
...
How to keep them in?
Are you willing to start the conversation with your customers?
(they could talk back)
Are you willing to start the conversation with your customers?
(they could talk back)
If not, may be you are willing to start a conversation with your ‘most valuable asset’:
employees...
Are you willing to start the conversation with your customers?
(they could talk back)
If not, may be you are willing to start a conversation with your ‘most valuable asset’:
employees...(they could talk back too)
Internal podcasting as a tool to improve communication
BUSINESS CASE
CompanyLocal company top 3 veterinary pharmaceutical industry
Problem definitionLack of effective communication tools for the implementation of an internal strategy
CompanyLocal company top 3 veterinary pharmaceutical industry
Problem definitionLack of effective communication tools for the implementation of an internal strategy
GoalUse new media tools to see if this can increase the effectiveness of the message
CompanyLocal company top 3 veterinary pharmaceutical industry
Problem definitionLack of effective communication tools for the implementation of an internal strategy
GoalUse new media tools to see if this can increase the effectiveness of the message
ToolPodcasting
CompanyLocal company top 3 veterinary pharmaceutical industry
Organisation
Core Team
Organisation
Core Team
Determines subject and persons
Organisation
Podcast Executive Team
Core Team
Determines subject and persons
Organisation
Podcast Executive Team
Core Team
Determines subject and persons
Host + technician‘On the road’
Organisation
Interviewees
Podcast Executive Team
Core Team
Determines subject and persons
Host + technician‘On the road’
Organisation
Interviewees
Podcast Executive Team
Core Team
Determines subject and persons
Host + technician‘On the road’
The ‘Chosen Ones’
Organisation
How to engage?
Core Messagei.e. brand, strategy,
new product development
How to engage?
Core Messagei.e. brand, strategy,
new product development
How to engage?Competition
Core Messagei.e. brand, strategy,
new product development
How to engage?
New R&D projects
Competition
Core Messagei.e. brand, strategy,
new product development
How to engage?
Connection local/
international
New R&D projects
Competition
Core Messagei.e. brand, strategy,
new product development
How to engage?
Objective setting
Connection local/
international
New R&D projects
Competition
Core Messagei.e. brand, strategy,
new product development
How to engage?
Sales updates
Objective setting
Connection local/
international
New R&D projects
Competition
Core Messagei.e. brand, strategy,
new product development
How to engage?
Sales updates
Objective setting
Connection local/
international
New R&D projects
Competition
Q&A
Human interest
Core Messagei.e. brand, strategy,
new product development
How to engage?
Sales updates
Objective setting
Connection local/
international
New R&D projects
Competition
Q&A
Human interest
Core Messagei.e. brand, strategy,
new product development
How to engage?
Sales updates
Objective setting
Connection local/
international
New R&D projects
Competition
Q&A
How do your colleagues
live?
Human interest
Core Messagei.e. brand, strategy,
new product development
How to engage?
Sales updates
Objective setting
Connection local/
international
New R&D projects
Competition
Q&A
Gossip, strange stories
How do your colleagues
live?
Human interest
Core Messagei.e. brand, strategy,
new product development
How to engage?
Sales updates
Objective setting
Connection local/
international
New R&D projects
Competition
Q&A
Music
Gossip, strange stories
How do your colleagues
live?
Human interest
Core Messagei.e. brand, strategy,
new product development
How to engage?
Sales updates
Objective setting
Connection local/
international
New R&D projects
Competition
Q&A
Music
Gossip, strange stories
How do your colleagues
live?
Communication ways
Communication ways
Communication ways
Communication ways
The ultimate engagement tool
The ultimate engagement tool
Format Frequency
Audio podcast Weekly
Video podcast Monthly
Special Edition video On request
Format Frequency
Audio podcast Weekly
Video podcast Monthly
Special Edition video On request
Format Frequency
Audio podcast Weekly
Video podcast Monthly
Special Edition video On request
Format Frequency
Audio podcast Weekly
Video podcast Monthly
Special Edition video On request
Format Frequency
Audio podcast Weekly
Video podcast Monthly
Special Edition video On request
Delivered on employees’ iPod at home through a secured service
Episode
ListenersResults
Episode
ListenersResults
Episode
ListenersResults
Other examples we’ve done or working on
Product launches
Other examples we’ve done or working on
Product launches
Best (marketing, R&D,...) practices
Other examples we’ve done or working on
Product launches
Best (marketing, R&D,...) practices
Training (CPD)
Other examples we’ve done or working on
Product launches
Best (marketing, R&D,...) practices
Training (CPD)
Congresses/seminars
Other examples we’ve done or working on
Product launches
Best (marketing, R&D,...) practices
Training (CPD)
Congresses/seminars
Company Brand Identity
Other examples we’ve done or working on
Lessons learnt
Get an evangelist
Lessons learnt
Get an evangelist
Prepare
Lessons learnt
Get an evangelist
Prepare
Be patient
Lessons learnt
Get an evangelist
Prepare
Be patient
Start simple
Lessons learnt
Get an evangelist
Prepare
Be patient
Start simple
Be (sort of) friends with your IT
Lessons learnt
Get an evangelist
Prepare
Be patient
Start simple
Be (sort of) friends with your IT
Sales Reps really like it
Lessons learnt
Podcasting
Effective ✔
Top down, horizontal, bottom up ✔
Time shifted ✔
Innovative ✔
Engaging ✔
Podcasting
Effective ✔
Top down, horizontal, bottom up ✔
Time shifted ✔
Innovative ✔
Engaging ✔
Podcasting
Effective ✔
Top down, horizontal, bottom up ✔
Time shifted ✔
Innovative ✔
Engaging ✔
Podcasting
Effective ✔
Top down, horizontal, bottom up ✔
Time shifted ✔
Innovative ✔
Engaging ✔
Podcasting
Effective ✔
Top down, horizontal, bottom up ✔
Time shifted ✔
Innovative ✔
Engaging ✔
Podcasting
Effective ✔
Top down, horizontal, bottom up ✔
Time shifted ✔
Innovative ✔
Engaging ✔
PodcastingWEB 2.0APPROVED
My take home message
My take home message
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