Consumer Engagement: What Does It Mean?. Consumer Engagement: What Does it Mean? FramingKeynote: Bob DeSena, CEO Engagement Marketing Group ResearchPerspective:

Consumer Engagement:What Does It Mean?

Consumer Engagement:Consumer Engagement:What Does it Mean?What Does it Mean?

Framing Framing Keynote:Keynote:

Bob DeSenaBob DeSena, CEO, CEOEngagement Marketing GroupEngagement Marketing Group

Research Research PerspectivePerspective::

Ken WollenbergKen Wollenberg, EVP, EVPSimmons Integrated Marketing SolutionsSimmons Integrated Marketing Solutions

Agency POV:Agency POV: Kate Sirkin, Kate Sirkin, EVPEVP& Global Research Director & Global Research Director MediaVest GroupMediaVest Group

Bob Bob DeSenaDeSena

Engagement Engagement Marketing Marketing

GroupGroup

Framing KeynoteFraming Keynote

en gaj

Bob DeSenaEngagement Marketing Group

May 22, 2006

to attract and hold fast

(NOT ENGAGING)

(POSSIBLY ENGAGING)

(ENGAGING)

Engagement Agenda– Background– What is it and why is it

important?– How do I engage?– What should I be doing?– What changes are required?– Summary

Background

– Fragmentation of Media– Consumer Choice– Consumer Control

(NOT ENGAGING)

Background: Beyond ClichéFundamental Change Implication

• Democratization of content

• Transfer of creative power

• Wal-Mart • Transfer of pricing power and power over marketing information

• Fragmentation of media • cpM to cpMt, cps

• Consumer Choice, Control

• Organize around consumer

• Passive to Active • Send to insure received, See to Do — Talk, Listen, Engage

Background: Beyond Cliché

– Awkward age in evolution of marketing and media

– Mass to targeted to personal communication

Engagement Defined

• A measurement of involvement with a marketing communication

Engagement Defined

• A measurement of involvement with a marketing communication– Scale– Activation– Response

Engagement Defined

• A measurement of involvement with a marketing communication– Scale– Activation– Response

• “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.” (MI4 Committee)

Engagement Understood

– Strategic recognition of what has happened in the consumer market

– And a commitment to meet the changing needs/demands of the “ME” consumer

– New Model:•Brand + Direct + Digital•Marketing Directly

How Do I Engage?• Commit (You’re already an expert)1. Understand WHO2. Understand WHERE3. Understand HOW to use unique

characteristics, attributes of active channels

4. Insure you listen to what was said, analyze, use feedback to refine 1 above, optimize 2, 3

What Can I Do?

• Take a direct marketer to lunch

What Can I Do?

• Take a direct marketer to lunch• Think about the bigger picture

from your own core competence and skill set

What Can I Do?



• Write and publish your thoughts

What Can I Do?



• Write and publish your thoughts• Do it. Test. Act. Move the

discipline forward

What Can I Do?• Take a direct marketer to lunch• Think about the bigger picture from

your own core competence and skill set• Write and publish your thoughts• Do it. Test. Act. Move the discipline

forward• “Listen to the data.” Add your

perspective

What Can I Do?• Take a direct marketer to lunch• Think about the bigger picture from

your own core competence and skill set• Write and publish your thoughts• Do it. Test. Act. Move the discipline

forward• “Listen to the data.” Add your

perspective• Do #1 again

Requirements

– New skill sets• Direct• Brand• Digital

– Organizational change– Incentives that match goals

Summary

– Things changed. Marketing model, metrics have not

– Engagement is a requirement for effectiveness in a permission-based, active consumer market

– You know how to do this– Change creates opportunity

THANK YOU

Engagement Marketing Group

Ken Ken WollenbergWollenberg

SimmonsSimmons

Research PerspectiveResearch Perspective

Engagement from a Research Perspective…

May 22, 2006

A Presentation to the iMedia Summit

The Voice of the American Consumer 2

Engagement . . .

“Engagement is all about making it relevant to the consumer.”

- James Speros, CMO, Ernst & Young


Engagement from a Research Perspective

Engagement is a multi-dimensional concept…

…It is the ability of the brand and the brand/media environment to meaningfully connect with the consumer.

Simply Counting Eyeballs is no Longer Enough!


Objectives

Simply put…

Create a metric for:

• Planning, Buying & Selling that goes beyond a simple measure of age/sex and click streams


Objectives

• Create ratings of cognitive, behavioral and emotional involvement

• Validate that engagement translates into a positive halo effect for brand advertising

• Examine inter- and intra-media channel synergies

• Enable users to identify brand attributes that resonate with ‘engaged’ consumers


*Also reported for major demographic groups

2.0

2.3

2.5

2.8

3.0

3.3

3.5

3.8

4.0

Sco

re

AOL.com MSN.com

Q4 2005 Site Signature Analysis

Tier 1 Deliverable (illustrative)




2.0

2.3

2.5

2.8

3.0

3.3

3.5

3.8

4.0

Sco

re

The Today Show MSN.com

Q4 2005 Brand Signature Analysis




3.0

3.3

3.5

3.8

Q4 2005 Q1 2006 Q2 2006 Q3 2006

Overa

ll E

ng

ag

em

en

t S

co

re

Expedia.com Travel + LeisureThe Travel Channel

Category Signature Analysis




2.8

2.9

3.0

3.1

3.2

3.3

3.4

3.5

Sco

re

ESPN.com ESPN net ESPN mag

Multi-Channel Signature Analysis


Engagement Study Features

• Multi-media measurement system

– Television, Print, Internet

• Depth and breadth of system

– Program, Magazine, Web Site specific

• English and Spanish-language dominant audiences


Engagement Study Features

• Syndicated platform

• Linkage to Simmons National Consumer Survey behavioral and lifestyle data

• Distributed within existing marketplace analysis and delivery systems


Engagement Dimensions(illustrative list)

• OVERALL ENGAGEMENT

– Trust

– Discovery

– Personal Timeout

– Relationship Building

– Critical images

– Ad Receptivity

A global set of involvement dimensions will be measured across media channels:

• Television

• Internet

• Print


Engagement Dimensions(illustrative list)

TELEVISION

• Personal relevance

• Mood

• Interactivity

• Personal relationship

• Network/program advertising

coherency

PRINT

• Special Content

• Visual Impact

• Bonding to a community

• Entertainment/ relaxation

• Educative and Informative

• Ad Congruity

INTERNET

• Near and Dear

• Inspiring and Personal

• Ease of Navigation

• Treat!

• Social belonging

There are also media-specific dimensions measured:


Engagement Measurement . . . Multi-Media

• Broadcast/Cable

– 600 programs

• Magazines by title

– 150 top ranked

– Hard copy/on-line readership

• Web sites

– 150 top consumer sites


Methodology

• Sample frame = Adults 18+

• Dual data collection methodology– Online/Telephone interviews

• Continuous survey deployment

• Quarterly reporting– 11,500 interviews quarterly– 125-150 evaluations per vehicle


Engagement Deliverables:



Deliverables/Subscription Levels• Tier 1: Engagement Rankings

– Summary tables ranking media vehicles on overall and individual engagement factors

– Delivered quarterly – Subscription available per media

channel study

– NCS base license not required









*Indexed against the All Internet Average for each reporting quarter.*Also reported for major demographic groups


Deliverables

• Tier 2: Engagement Rankings Linked to NCS product usage/attitudinal profiles

– Overall engagement and sub-dimensions linked

– Utilizing Simmons data integration techniques

– Delivered for each 12-Month NCS Spring/Fall release

– Access to data requires a base NCS license


Tier 2 Deliverable: Link to NCS (illustrative)

Enables Users to Create a Robust Demographic and Attitudinal Profile of Each Engagement Metric:

Engaged Yahoo.com Users*:

Descriptor IndexWomen 18-34 212No kids 184Full-Time Employee 162HHI $35-$49K 135Occupation: Prof 128


Descriptor IndexEarly Adopter 305Internet Involved 236Informed Consumer 189Instant Gratification 177Ad Receptive 140

*Top 2 Box Score on a scale of 1 to 5 where ‘1’ is “less engaged” and ‘5’ is “highly engaged”


Tier 2 Deliverable: Link to NCS (illustrative)

Identify Top Brands Among Engaged Yahoo! Visitors:


Automobiles IndexHonda 225Subaru 201Acura 178Jeep 164Saturn 158


Cereal IndexApple Jacks 148Grape Nuts 138Oatmeal Crisp 127Cocoa Puffs 125Froot Loops 118

*Top 2 Box Score on a scale of 1 to 5 where ‘1’ is “less engaged” and ‘5’ is “highly engaged”


Deliverables/Subscription Levels

• Tier 3: Advanced Applications

– Research executed online

– Recontact of original sample or new samples drawn

– Stand-alone deliverables or linkage back to syndicated

– Pricing on ad hoc basis


Tier 3 Deliverable: Advanced (illustrative)Track Engagement on a Day-by-Day Basis to Measure the Impact of Content on Engagement:

8/28/06 8/29/06 8/30/06

Engagement: 3.5 Engagement: 3.3 Engagement: 4.0

Q4 2005 Engagement Score for AIM Today was 3.4:


Development Timeline

• R&D

– Pre-Testing

• Data Analysis, Model Development

• Preliminary Deliverables

• Full Study Launch

• 2Q06

• Spring/Summer 2006

• July/August 2006

• September 2006

Engagement from a Research Perspective…

May 22, 2006

A Presentation to the iMedia Summit

Kate Kate SirkinSirkin

MediaVest MediaVest GroupGroup

Agency POVAgency POV

Consumer EngagementConsumer EngagementPanel DiscussionPanel Discussion

Bob DeSenaBob DeSenaEngagement Engagement

MarketingMarketing

Ken WollenbergKen WollenbergSimmonsSimmons

Kate SirkinKate SirkinMediaVestMediaVest

Moderated by:Moderated by:

Doug WeaverDoug WeaverUpstream GroupUpstream Group

Break Out SessionBreak Out Session

Agency/Client/PublisherAgency/Client/PublisherRelationshipsRelationships

Some Assumptions…Some Assumptions…1.1. The Agency & the Publisher/Seller Both Want The Agency & the Publisher/Seller Both Want

to Bring the Client Impactful, Strategic Ideasto Bring the Client Impactful, Strategic Ideas2.2. There Is Some Inherent Tension in The There Is Some Inherent Tension in The

RelationshipRelationship3.3. Both Parties Would Like to Come Up With A Both Parties Would Like to Come Up With A

Model for Real Strategic CooperationModel for Real Strategic Cooperation4.4. A Set of Best Practices and Rules-of-Thumb A Set of Best Practices and Rules-of-Thumb

Would Help Govern These Relationships and Would Help Govern These Relationships and Improve Performance and Yield on both sidesImprove Performance and Yield on both sides

We’re all in the business of ideas, but We’re all in the business of ideas, but profitable, successful ideas don’t get profitable, successful ideas don’t get

realized often enough. realized often enough.

What’s the What’s the single biggest process single biggest process issueissue in the agency/seller relationship in the agency/seller relationship

that that stands in the waystands in the way of of idea generation? idea generation?

Issue One: Issue One:

Seller organizations want access Seller organizations want access to clients for many reasons. to clients for many reasons.

Give us three common sense rules Give us three common sense rules for them to follow in pursuing those for them to follow in pursuing those

client relationships so that they won’t client relationships so that they won’t destroy the agency relationship. destroy the agency relationship.

Issue Two: Issue Two:

The RFP is a staple of our short business cycle, but is it really a good vehicle for exchanging

creative ideas?

Issue Three: Issue Three:

Many sales organizations would love to have higher level relationships

with high level agency executives – media directors, AMD’s, agency

presidents, and so on. What’s the right strategy for creating and fostering those relationships?

Issue Four: Issue Four:

One thing sales and agency executives share is a common

focus on profitability. I’d like each of you to finish this sentence: “Agencies (or Sellers)

would help me make my business a lot more profitable if they would…”

Issue Five: Issue Five:

Pick an agency relationship (or a seller relationship) in which spending has

increased dramatically and consistently over the past three years.

Without saying who it is, please offer up several adjectives that describe the character of the relationship.

Issue Six: Issue Six:

In all relationships, things can go wrong. In overcoming adversity (a major error on a campaign; a budget cut that really hurts

the publisher’s bottom line; missed creative deadlines; political disagreement)

what are some of the best practices?

How can you fix a problem without damaging the relationship?

Issue Seven: Issue Seven:

Thank You!

Please e-Mail Your Comments & Questions

[email protected]

Documents

Consumer Engagement: What Does It Mean?. Consumer Engagement: What Does it Mean? FramingKeynote: Bob DeSena, CEO Engagement Marketing Group ResearchPerspective: