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A look at engagement and influence featuring data from the 2011 Razorfish research report "Liminal."
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// ENGAGEMENT & INFLUENCE: The Most Monstrous Terms In Marketing
Many of the insights, ideas and quotes are taken from the 2011 Razorfish Research Report
“Liminal”.
I am in no way connected to Razorfish, but their reports are some of the best in the industry.
Please support them and download the report now.
ENGAGEMENT is a messy, complicated word when it comes to marketing/communications
CHANGE
Things aren’t just changing…
WE’RE ON THE CUSP OF SOMETHING COMPLETELY NEW
PRESENCE
IT’S NOT ABOUT “BEING” ON THE NEW CHANNELS
It’s about understanding them, who is using them and why
Most customers continue to use older channels of communication
Others are using new channels like Facebook, Twitter and YouTube to publicize
their relationship with brands
As marketers, we should follow this model:
WE’RE EVERYWHERE YOU ARE - MULLEN
This is no longer our reality
Millions of people are migrating to social platforms but they don’t yet view these networks as a way to engage with brands
So what the hell is engagement anyway?
“Engagement is speaking with her (in this case, Mom) where she is, when she is looking for info and in the way
she is looking for it.”- Liz Hawks, Fleishman Hilliard
“The step from attention to action. A one-click social gesture such as a tweet or a like, a blog post written in
response with a trackback, or a letter written in response to an online campaign.”
- Rob Clark, Edelman
“Engagement is discovering how a channel fits a relationship need with the consumer.”
- Liminal Razorfish Research Report
How do we measure it?
Step 1: Stop Measuring From a Marketer’s Perspective
Things like time spent on site, site visits, page views and session length do nothing to elicit how consumers feel about
their relationship with the channel
Step 2: Start To Understand the Following Equations
Engagement = Channel + Relationship Need
Channel < Relationship Need
The Six Engagement Elements
Value Efficiency
Trust Consistency
Relevance Control
ValueKnowing a brand cares about you• A phone call• A personal response on Twitter• A coupon for loyal customers
Value Efficiency
Trust Consistency
Relevance Control
TrustFeeling confidence in a company’s credibility• A blog about R&D• Testimonials from
experts/professionals• Reacting honestly and being
transparent when issues arise
Value Efficiency
Trust Consistency
Relevance Control
RelevanceWhen a company’s messaging matches needs• Providing mobile coupons for moms on-the-
go• Offering discounts on frequently purchased
items
Value Efficiency
Trust Consistency
Relevance Control
EfficiencyWhen a company respects a customer’s
time and energy• Great customer service• Online billing• 1-2 day delivery
Value Efficiency
Trust Consistency
Relevance Control
Consistency
When a company is uniform in all aspects of business• Easy tech support in all channels• Always reliable• Always dependable
Value Efficiency
Trust Consistency
Relevance Control
Control
When the customer can determine the communication• Facebook opt-in• Coupons without attaching email
address• Even distribution of messaging
The Key to the New Consumer
Value EfficiencyTrust
BED BATH & BEYOND
OLD = INNEFFECTIVETransactional emails and company Web sites still engage
Does everything need to engage to be effective?
.It just scores low in all of the areas of
engagement
PRINT = DEAD
Engagement often comes down to accessibility
Web sites still work because anyone can type a urlPhone centers still work because everyone can pick up a
phone
Not everyone knows how to tweet
So how does all of this work?
Step 1: Figure Out What Your Customers Want
Do they want coupons, advice, videos, stories, testimonials, recommendations, downloadable music, etc, etc, etc.
Step 2: Figure Out What Channels They Use to Get It
Are they using mobile phones, do they tweet, do they text, do they email, do they spend time online?
The goal of engagement is inevitably influence
Influence is a messy, complicated word too
Regardless, we must take into account a consumer’s power to influence others
• When asked what sources “influence your decision to use or not use a particular company, brand or product,” 71% say reviews from family members or friends exert a “great deal” or “fair amount” of influence”
• 90% of consumers online trust recommendations from people they know; 70% from those they don’t know
Digital platforms allow us to identify online influencers and how much influence they wield
Kind of…
KLOUT
STLINDEX TWINFLUENCE
TWITTERGRADER
Regardless, it’s still about one thing:
Giving people something worth sharing
Regardless, it’s still about one thing:
Giving people something worth sharing
We cannot make someone an ambassador of a brand if it’s not worth it to them
OLD SPICE = SUCCESS
Old Spice was a revolutionary case study about the power of viral and the speed at which social networks allowed for
conversation
It was also a lightening strike, a lottery win and a short term engagement
The future of influence lies in the hands of the consumer
The Fox Theater• Gives complimentary tickets to individuals
with a high influence score on Twitter and asks that they tweet during the show
The common trend for the future of marketing:
Product-centric efforts turn to customer-centric efforts
ENGAGEMENT = BHAG
A big, hairy, audacious goal
It requires a deep evaluation of touch pointsAnd a thorough understanding of your customer
Remember…
CHANGE
Things aren’t just changing…
WE’RE ON THE CUSP OF SOMETHING COMPLETELY NEW
PRESENCE
IT’S NOT ABOUT “BEING” ON THE NEW CHANNELS
It’s about understanding them, who is using them and why
This doesn’t have to be scary…
But it is a monstrous change in the marketing industry
