Engagement handouts

8/17/2012

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www.sti-innsbruck.at © Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at

Engagement

Anna Fensel, Dieter Fensel, Andreea-Elena Gagiu, Birgit Leiter and Ioannis

Stavrakantonakis

www.sti-innsbruck.at

Engagement

Engagement is the infinite loop between the listening and

responding steps, interweaving publishing and listening.

Why is it important?

Because customers are important for any enterprise and the

engagement concept creates strong relationships between the

customers and the enterprise.

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Engagement

Overview

1. Communication infrastructure

2. Workflow management

3. Crowdsourcing

4. Communication patterns

5. Value-chain generation

6. Engagement

7. Application types

8. Summary

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Multi-Channel

Publishing

Communication Infrastructure

Social

Media

Monitoring

Communication - Active and reactive

- Trace

- Multi-channel switch

- Multi-agent switch

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Communication (from the Latin commūnicātiōn- = ―share‖) refers to the

process of imparting or interchange of thoughts, opinions, or information by

speech, writing, or signs.*

Communication is a social interaction where at least two interacting

agents share a common set of signs and a common set of semiotic

rules.

Types of communication:

• Spoken or Verbal communication: face-to-face, telephone, radio or television.

• Non-verbal communication: body language, gestures, voice tone.

• Written communication: letters, e-mails, books, magazines, information written over

the Internet.

• Visualization communication: such as graphs, charts, maps, or logos.

* http://dictionary.reference.com/

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Models of communication:

Conceptual models used to explain the human communication process

The first major model for communication was created by Shannon and

Weaver (1949) to represent the functioning of radio and telephone

technologies.

Initial model was composed of three primary parts:

• Sender - the part of the telephone a person spoke into;

• Channel – the telephone itself;

• Receiver – part of the phone where one could hear the other person.

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http://dictionary.reference.com/

http://dictionary.reference.com/

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Communication is bidirectional

Agents interact and communicate in parallel, permanently alternating

their role in these acts of communication.

Destinations provide feedback in the form of a message or a set of

messages.

The source of feedback is an information source.

The consumer of feedback is a destination.

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• On multiple channels

Disseminate

• For a response on the channels selected

Listen

• The impact of the dissemination (and the customer response)

Monitor and measure

• Respond to customers

React

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Active communication

If an agent starts a communication – the agent takes the role of the

message sender – we talk about active communication.

Example of Active Communication performed by a

hotelier on Facebook

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Classification of channels by the type of service they provide:

1. Static Broadcasting

2. Dynamic Broadcasting

3. Sharing

4. Collaboration

5. Group Communication

6. Semantic-based Communication

Image taken from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon

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http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon


















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1. Static Broadcasting

• Prehistoric methods of dissemination: cave drawings, stories of triumphs on

columns and arches, history on pyramids, stones with messages

• More modern means: printed press, newspapers, journals

• Online static dissemination: websites and homepages….

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2. Dynamic Communication

Small piece of content that is dependent

on constraints such as time, location.

Examples of tools (organized considering first

the length of message and second – the level of

interactivity)

• News Feeds

• Newsletters

• Email / Email lists

• Microblogs

• Blogs

• Social networks

• Chat and instant messaging applications

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3. Dissemination through Sharing

• Can use specialized applications (see below) of features of other platforms

and services (e.g. share photos through Facebook)

• Examples:

– Flickr – as a means of exchanging photos, visible to all users (no account

necessary), allows users to post comments;

– Slideshare – channel for storing and exchanging presentations;

– YouTube and VideoLectures – sharing videos, all users can see the posted

videos and leave comments on the websites

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4. Dissemination through Collaboration

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5. Group Communication Dissemination

• Many-to-many

• Threaded conversations

• Usually created on a particular topic

• Have different access levels

• Better for disseminating within a group that shares common interests as the purpose

of the services is to enable collaboration, knowledge and information sharing and

open discussions

• Exampled: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups,

Xing Groups.

• Similar in many ways to Discussion boards and Internet Forums

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6. Semantic Based Dissemination

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• Scope: Add machine-processable semantics to the information

-> Search and aggregation engines can provide much better

service in finding and retrieving information

• Applications:

– Enrich websites by adding machine readable semantics to HTML/XML files:

• RDFa

• Microformats

• Microdata

– Inclusion of semantic annotation in XHTML docs

– Enrich content of on-line presentations by adding links and tags to the presented

information

– Reuse of predefines LOD vocabularies to describe our data to enable semantic

based retrieval of information

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Re-active communication

Re-active communication describes communication situations initiated by

an external agent – the agent takes the role of the receiver and will re-act

on the received message.

Transmitter: guest at hotel

Reactor: hotelier

Source: http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html

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Channels to analyze

The Conversation

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGS MAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWS

AGGREGATORS

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http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html












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Channels to analyze

1. Social networks, e.g.:

• Facebook (Q1 2012):

– 526 million daily active users

– 3.2 billion Likes and Comments per day

– 500K comments per minute

– 700K status updates per minute

– 80K wall posts per minute

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Channels to analyze

1. Social networks, e.g.:

• Twitter:

– 200 million Tweets per day (2011)

– 200K Tweets per minute

• LinkedIn: 147 million users

• Google+: 170 million users

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Channels to analyze

2. Sharing networks, e.g.:

• YouTube:

– 4 billion videos are viewed a day

– 100 million people take a social action on YouTube every week (likes, shares,

comments, etc)

• Flickr: >6.500 new photos per minute

• Pinterest:

– 13 million users

– American users spend an average of 97.8 minutes

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Channels to analyze

3. Email lists

• 2172 million Email users

• 3375 million Active email accounts

• 2.8 million emails per second

• 90 trillion emails per year

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Channels to analyze

4. Group Communication and Message Boards (e.g. Google Groups,

Yahoo! Groups, Facebook Groups, etc.)

• Forums: 2K posts per minute

• Yahoo! Groups:

– 9 million groups

– 113 million users

– 933 thousand unique visitors daily

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Channels to analyze

5. News feeds

• Total Feeds*: 694,311

• Atom Feeds*: 86,496

• RSS feeds*: 438,102 (63% of the total)

*source: http://www.syndic8.com

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http://www.syndic8.com/



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Channels to analyze

6. Blogs:

• >95 million blogs available online

• 22K posts per minute

• Tumblr (Q2 2012):

– 55.9 Million blogs

– 23.3 Billion posts

– 20K posts per minute

• WordPress (Q2 2012)

– 73.724.911 WordPress sites

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Channels to analyze

7. Traditional mediums:

• TV:

– 365 TV channels licensed in Germany

• Radio:

– 822 Radio stations in Germany

• Print mediums (newspapers, magazines)

– 382 Daily newspapers in Germany

– 4180 Weekly magazines in Germany

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Channels to analyze

8. Online News:

• News websites: >25.000

• Online radio stations: >2700 Online radio stations in Germany

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Trace

Tracing a conversation through all channels involved is crucial for making

communication effective and efficient, and is therefore required for

accurately measuring the impact of information items, and

for a fast re-action time to feedback.

Tracing customer conversation can be done using social media

monitoring tools.

Communication has a history

The communication history IS the trace

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Multi-channel switch

(Online) Communication is scattered over multiple, often very different

channels.

• Agents are challenged to disseminate information over all appropriate

channels.

• Activities of all channels the agent is active in must be monitored.

• Impact, Feedback and Responses need to be collected from all

channels.

• Transmitting a message over a

channel does not guarantee that

the reply will be received on the

same channel.

• Transmitters must be able to switch

cannels properly and identify the

channel where the response will appear.

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Multi-agent switch

Communication requires at least 2 agents: a speaker and a listener

However, communication does not occur in a void – thus the initial

model may never occur in real life as there may always be more

than one listener or more than one agent.

More agents may be required when the communication receives

responses from multiple listeners.

Moreover, due to the lack of time constraints on online

conversations (they may begin at any time, and be picked up again

at irregular intervals), it may be impossible for a single agent to be

on call for every response.

Thus, a client may begin a conversation with one agent, and receive

a response for a different one.

The trace plays an important role of preparing agents and ensuring

that the proper response is given.

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Multi-Channel Publishing

Source: http://www.briansolis.com/2008/08/introducing-conversation-prism/

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Social Media Monitoring

Social Media Monitoring is the continuous systematic observation

and analysis of social media networks and social communities. It

supports a quick overview or insight into topics and opinions in the

social web. *

*http://de.wikipedia.org/wiki/Social_Media#Monitoring

image: http://www.cosida.com/media/images/2011/4/SMM_tools.jpg

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http://www.briansolis.com/2008/08/introducing-conversation-prism/





http://de.wikipedia.org/wiki/Social_Media

http://de.wikipedia.org/wiki/Social_Media

http://www.cosida.com/media/images/2011/4/SMM_tools.jpg



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Enga

gem

en

t

Multi-Channel

Publishing

Engagement

Social

Media

Monitoring


- Trace



Workflow management

Crowdsourcing

Value-chain generation

Communication Patterns

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Engagement

Overview



3. Crowdsourcing



6. Engagement


8. Summary

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Workflow management

What is Workflow management?

• A workflow consists of a sequence of concatenated (connected) steps*.

• Workflow management refers to the process of assigning, tracking and

responding to social media streams, usually in a team environment in

order to prevent double responses and missed opportunities. It is crucial

for an enterprise tool to promote team productivity through collaboration.

*http://en.wikipedia.org/wiki/Workflow

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Workflow management

Why do we need Workflow management?

• Distribute customer feedback internally based on the content of the

incoming/monitored discussions.

• Increase the quality of the services and products by communicating

the feedback to the responsible employees of the enterprise (i.e.

Quality management).

• Coordinate and track who at the enterprise is assigned an issue,

who said what to whom, who manages what

relationships, etc.

• Effectively escalate very important issues to a higher

support level.

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http://en.wikipedia.org/wiki/Workflow

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Workflow management

Why do we need Workflow management? (cnt’d)

• Consider how to get the right information to the right team on an

ongoing basis – as volume increases ad hoc methods won’t scale.

• Classify and tag posts, adjust sentiment, and route them for follow up

and engagement.

• Ensure all users have reviewed/closed all posts they are assigned.

• Measure which issues closed faster and

more efficiently in order to reuse the

used strategies in the future.

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Workflow management


• Exploit the monitoring phase of an enterprise’s strategy in the most

efficient way by assigning the appropriate people to take care of the

various issues that are coming through the social media monitoring

diode.

• Establish a collaborative environment around the reputation

management of a brand and leverage the effort of each employee to a

step towards the enterprise’s public visibility and

awareness.

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Workflow management


• Quality management

The workflow management process supports the quality management

activities as:

– it is used to circulate to the appropriate persons of the enterprise the

different issues that the customers realize and modify whatever is

needed to improve the quality of the delivered products and services,

– it provides insights about what the customer decides that quality is, and

– it facilitates the overall administration of the delivered quality.

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Engagement

Overview



3. Crowdsourcing



6. Engagement


8. Summary

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Crowdsourcing

What is Crowdsourcing?

• Crowdsourcing represents the act of a company or institution taking a

function once performed by employees and outsourcing it to an

undefined (and generally large) network of people in the form of an open

call. This can take the form of peer-production (when the job is performed

collaboratively), but is also often undertaken by sole individuals. The

crucial prerequisite is the use of the open call format and the wide

network of potential laborers. (Howe, 2006)

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Crowdsourcing

What is Crowdsourcing?

• Crowdsourcing is the act of taking a job traditionally performed by a

designated agent (usually an employee) and outsourcing it to an

undefined, generally large group of people in the form of an open call.

• The application of Open Source principles to fields outside of software.

Howe (2008, 2009)

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Crowdsourcing

Advantages of Crowdsourcing

• Get the work done in a cheap way: Similar to outsourcing,

crowdsourcing is used to cut costs. Provides a better value for money.

• Scalability: Crowdsourcing is able to scale tasks and distribute workload

in a human based way and hopefully without any cost (e.g. reCaptcha)

• Numerous ideas from numerous people: A large pool of participants

leads to more ideas, which increases the possibility to come along an

especially smart one.

• Fast: It will take less time to find the right person to do the job. In fact it

could be almost immediately.

• Awareness: Connects businesses to their audiences and consumers.

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Crowdsourcing

Disadvantages of Crowdsourcing

•Quality assurance: There is little guarantee that the delivered product will

be of sufficient quality and efficacy.

•Misuse may introduce more problems that it tries to solve: An enterprise

should be sure that crowdsources tasks without and confidentiality issues.

The fact that you post your task on the web for everybody to see is

enough to blow any confidentiality away (e.g. R&D).

•Business model integration: Getting a few jobs done via Crowdsourcing

seems to be beneficial. However, trying to integrate Crowdsourcing in the

existing Business model of a company looks quite tough.

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Crowdsourcing

Examples of Crowdsourcing

Application Objective Founder Reward ↑

OpenStreetMap Geographic content University College

London, 2004 None

ReCaptcha Digitize archives Carnegie Mellon

University, 2008 None

Mechanical Turk

(MTurk)

Content analysis and

artificial intelligence Amazon, 2005 Micro-payments (< 1$)

clickworker Data analysis Humangrid GmbH,

2005 approx. €10/H

InnoCentive Problem solving and

innovation projects Eli Lilly, 2001 $1000 – $1000000

http://en.wikipedia.org/wiki/List_of_crowdsourcing_projects 45


Crowdsourcing

OpenStreetMap

• OpenStreetMap (OSM) is an initiative to create and provide free geographic

data, such as street maps, to anyone

• OpenStreetMap collects and pool geographic data in order to establish a

world map under the Creative Commons license. Contributions are voluntary,

with no financial reward.

• There are no restrictions on who can use the data. Individuals, clubs,

societies, charities, academe, government, commercial companies.

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http://en.wikipedia.org/wiki/List_of_crowdsourcing_projects

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Crowdsourcing

ReCaptcha

• ReCAPTCHA improves the process of digitizing books by sending words that

cannot be read by computers to the Web in the form of CAPTCHAs* for

humans to decipher. More specifically, each word that cannot be read

correctly by Optical Character Recognition (OCR) is placed on an image and

used as a CAPTCHA.

• Each new word that cannot be read correctly by OCR is given to a user in

conjunction with another word for which the answer is already known. The

user is then asked to read both words. If they solve the one for which the

answer is known, the system assumes their answer is correct for the new

one. The system then gives the new image

to a number of other people to determine,

with higher confidence, whether the

original answer was correct.

* A CAPTCHA is a type of challenge-response test

used in computing as an attempt to ensure that the

response is generated by a person

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Crowdsourcing

Amazon Mechanical Turk

• Amazon’s Mechanical Turk is a market in which anyone can post tasks to be

completed and specify prices paid for completing them.

• The inspiration of the system was to have users complete simple tasks that

would otherwise be extremely difficult (if not impossible) for computers to

perform.

• A number of businesses use Mechanical Turk to source thousands of micro-

tasks that require human intelligence, for example to identify objects in

images, find relevant information, or to do natural language processing.

• Mechanical Turk has more than 500,000 people in its workforce. Their

median wage is about $1.40 an hour.*

*http://www.economist.com/node/21555876

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http://www.economist.com/node/21555876

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Crowdsourcing

The Turk, also known as the

Mechanical Turk or Automaton

Chess Player* *http://en.wikipedia.org/wiki/The_Turk

Jeff Bezos, the chief

executive of Amazon.com,

has created Amazon

Mechanical Turk, an online

service involving human

workers

Amazon Mechanical Turk (cnt’d)

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Crowdsourcing

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http://en.wikipedia.org/wiki/The_Turk

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Crowdsourcing

Clickworker

• Clickworker uses a standard web browser to complete tasks on a piece rate

basis. Most of these tasks are part of a larger, more complex, project. Task

coordination and oversight is conducted utilizing the technology of

clickworker.com, which provides the Internet-based workflow system.

• Project examples include the processing of unstructured data, such as text,

photographs, and videos.

• Clickworker can create, categorize, append, capture, and translate.

• The platform has more than 210K clickworkers, which are the independent

contractors on the platform.

• Using special quality assurance procedures such as statistical process

testing, audits and peer review and constantly evaluating all output, they

ensure top level results.

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Crowdsourcing

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Crowdsourcing

InnoCentive

• Leading commercial, government, and nonprofit organizations such as Eli

Lilly, Life Technologies, NASA, nature.com, Popular Science, Procter &

Gamble, Roche, Rockefeller Foundation, and The Economist partner with

InnoCentive to solve problems and innovate faster and more cost effectively

than ever before.

• Total Registered Solvers: More than 250,000 from nearly 200 countries

• Total Solver Reach: 12+ million through our strategic partners

• Total Solution Submissions: 27,000+

• Total Awards Given: 1,000+

• Total Award Dollars Posted: $34+ million

• Range of awards: $5,000 to $1 million based on the complexity of the

problem

Statistics: http://www.crowdsourcing.org/site/innocentive/wwwinnocentivecom/147853


Crowdsourcing

• InnoCentive does not address potential users but experts

• It aims to solve complex tasks and problems that need expertise and

innovative approaches.

• The InnoCentive platform connects individual innovators (solvers) with

applicants (seekers) that are generally companies.

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http://www.crowdsourcing.org/site/innocentive/wwwinnocentivecom/1478

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Engagement

Overview



3. Crowdsourcing



6. Engagement


8. Summary

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Communication patterns

In software engineering, a design pattern is a general reusable solution to a

commonly occurring problem within a given context in software design. A

design pattern is not a finished design that can be transformed directly into

code. It is a description or template for how to solve a problem that can be used

in many different situations. So patterns are formalized best practices that you

must implement yourself in your application.

Based on this definition of Software design patterns we introduce at this point

the idea of the communication patterns.

Software

Design Patterns Communication

Patterns

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• The communication patterns could be a way to facilitate the response phase

of an enterprise.

• A rich set of communication paradigms that address different types of

issues by describing workflows of interaction with customers or potential

customers.

• It should be a dynamic set of patterns in the sense that it is being extended

and altered continuously according to the needs of the customers and the

nature of the issues that are arising.

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• There should be an hierarchy among the patterns in order to use the most

appropriate one and a mechanism to escalate an issue.

• The enterprise should be able to realize the effectiveness of each pattern

towards specific types of issues and respectively drop the pattern or give it

a better position in the hierarchy.

• The communication patterns could be analyzed on a 5-dimensional system

as the one that is presented in the following slide.

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The Who dimension

•For any feedback item that is available,

someone in the enterprise should be

responsible to interact with the customer or the

user that gave that feedback or disseminated something related to the

brand, products and services of the enterprise.

•It is crucial for the enterprise to respond via the appropriate employee

to the user. To achieve this the enterprise should have a decent

mechanism that could figure out in a semi-automatic way they needs of

the user by relying on the content of user’s feedback.

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The What dimension

• The What dimension mostly refers to the process of content

adaptation. Content adaptation is the action of transforming content to

adapt to the needs of the user. Thus, the responsible person (who is

specified from the Who dimension) should be able to adapt the

existing content, which is available and related to the user’s issue.

• Furthermore, there are cases that the response should be different

than a reply to the user. Various actions should be taken in order to

support and help the user.

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The What dimension – Example scenario “Hotel”

• A customer faces a problem with the hygiene

of his room and tweets about that.

• The listening procedures of the hotel capture

that tweet and the administrator assigns the

issue to the responsible person, who is

dealing with the customer services.

• The responsible employee contacts the

customer at his room and asks him if is

everything as it should be and in case there is any problem, they could fix it

immediately. An alternative could be to contact the customer and propose him

an inspection and a second cleaning session within the next minutes/hours to fix

the issue that was publicly disseminated.

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The Where dimension

• The response of the enterprise to the content of the user, which was

spread in the web sphere should be done not only via the appropriate

person that could adapt the content in the right way, but it should be

realized through the correct medium.

• That could be the medium that was used by the user or any other

way, which is considered to be more appropriate.

• Moreover, there is the possibility to switch between the available

mediums (social networks, phone, email, etc.)

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The When dimension

• This parameter reflects the appropriate response time of the

enterprise in the bi-directional communication with the user.

• The enterprise should be ready enough in order to respond and support

the users within the most efficient time span, which depends on the type

of the input.

• An hierarchy model is needed in order to sort the

open issues according to the importance of the

discussion for the enterprise. This depends on:

– Popularity of the user in the action field of the enterprise

– The importance of the issue

– Existing data regarding the issue and the user

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The Why dimension

• The enterprise should have a set of criteria that could help them

decide if a post in the web sphere should be taken in consideration

and should be replied or not.

• There are some types of posts that the enterprise does not gain any

added value by responding. Some of the criteria could be:

– Is that person an influencer and active in the area of the enterprise?

– Does the post need a reply? (e.g. if it is an online discussion between

2 people, it would be annoying to pop-up in the discussion with the

official account of the enterprise.)

– Is there any decent answer to the problem or by jumping into

the discussion it would be uncomfortable for the enterprise?

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Engagement

Overview



3. Crowdsourcing



6. Engagement


8. Summary

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Value-Chain generation

“A value chain is a chain of activities for a firm operating in a specific industry.

The business unit is the appropriate level for construction of a value chain, not

the divisional level or corporate level. Products pass through all activities of

the chain in order, and at each activity the product gains some value. The

chain of activities gives the products more added value than the sum of the

independent activities' values.”

Wikipedia

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Value-Chain generation

• The value chain generation lays on top of the other layers (i.e. workflow

management, crowdsourcing and communication patterns) and reflects the

aim of the enterprise to monetize their activities through these layers.

• The ultimate target for keeping the customers happy and engaged to the

brand is to increase the revenue. Thus, it is important to have a layer on top

of the communication that transforms long-term relationships into economic

transactions and new opportunities for the enterprise.

• For example, for a hotelier this layer could be the book-ability of his

services.

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Engagement

Overview



3. Crowdsourcing



6. Engagement


8. Summary

69


Engagement

Enga

gem

en

t

Multi-Channel

Publishing

Social

Media

Monitoring


- Trace



Workflow management

Crowdsourcing

Value-chain generation

Communication Patterns

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Engagement

• Though the previous sections (1,2,3), it has been extensively discussed the

way the online communication has changed and how do people create and

disseminate content.

• Web 2.0 has radically changed our communication possibilities.

• Discussion forums or blogs are spaces where people can communicate and

socialize in ways that cannot be replicated by any other offline interactive

medium.

• The rise of user generated content can take advocacy to another level.

• Considerable bargaining power has been shifted from the supplier to the

consumer.

• Fragmentation and specialization of media and audiences, and the

proliferation of community – and user generated content, business are

increasingly losing the power to dictate the communications agenda.

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Engagement

• Engagement is very much a personal thing, and that means personal to the

enterprise, too.

• Making sense of online engagement needs to include discussions around

employee engagement policies and guidelines, the establishing of process

around engagement that make it scalable throughout the enterprise, and,

most importantly, and the framing up of what engagement actually means in

the context of the enterprise’s business.

• The enterprise should treat each single customer in the appropriate way,

which is specified implicitly by the customer.

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Engagement

Engagement process =

Infinite loop between the listening and responding steps,

interweaving publishing and listening

Listen Analyze Understand Respond

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Engagement

• The Listen and Analyze steps are covered by the tools that was presented

thoroughly in the 2nd section, ―Social Media Monitoring‖.

• The rest of the steps are addressed by the layers: ―Workflow management‖,

―Crowdsourcing‖, ―Communication patterns‖ and ―Value-chain generation‖.

– Workflow management: Gives the ability to the enterprise to trace and

distribute the feedback internally to the responsible persons.

– Crowdsourcing: Enables the enterprise to complete tasks that need the human

intelligence and do not scale easily.

– Communication patterns: Provides a reusable set of communication templates

that can be used during the response phase.

– Value-chain generation: Reflects the aim of the engagement, which is the

increase of the economic transactions (e.g. in the tourism sector, the bookings)

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Engagement

A possible stack of Engagement stages* could be the following

Stage Description

New Content Not reviewed Default when an on topic post is found

Reviewed, Determining Best Response Qualified post, assigned to appropriate employee for possible response

Recommend Follow up To be managed by assignee

Commented, Awaiting Reply To be managed by assignee

Commented Closed To be managed by assignee

Referred To be managed by assignee

Resolved, no further action required To be managed by assignee

Reviewed, Closed, no response needed To be managed by assignee

*Radian6 – Engagement playbook

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Engagement

Benefits of Engagement

•Lower switching costs, the geographical widening of the market and

the vast choice of content, services and products online have

weakened customer loyalty. Engagement addresses this problem.

•Customer satisfaction: Satisfaction is simply the foundation, and the

minimum requirement, for a continuing relationship with customers.

•Word of mouth advertising / advocacy

•Awareness - effectiveness of communication

•Filtering: Consumer rates and categorize the market

•Marketing intelligence: Highly engaged customers can give valuable

recommendations for improving the quality of the products offered

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Engagement

Overview



3. Crowdsourcing



6. Engagement


8. Summary

77


Application Types

Yield

management

Customer

Relationship

management

Brand

management Advertisement Reputation

management

Engagement

Quality

management

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40


Application Types

Yield

management

Customer

Relationship

management

Brand


management

Engagement

Quality

management

79


Definition

• Advertising is a form of communication used to encourage or

persuade an audience to continue or take some new action.

• Most commonly, the desired result is to drive consumer behavior with

respect to a commercial offering, although political and ideological

advertising is also common.

– http://en.wikipedia.org/wiki/Advertising

Advertisement

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http://en.wikipedia.org/wiki/Advertising

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Example

• Conventional advertising media include wall paintings, billboards, street

furniture components, printed flyers and rack cards, radio, cinema and

television adverts, etc.

• New and additional advertisement channels are used, e.g. on the Web,

social media, mobile

advertisement

– Sharma, C., Herzog, J.,

Melfi, V. ―Mobile

Advertising:

Supercharge Your Brand in the

Exploding Wireless Market‖, Wiley,

2008.

Advertisement

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Application Types

Yield

management

Customer

Relationship

management

Brand


management

Engagement

Quality

management

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Definition

CRM is a widely implemented model for managing a company’s interactions

with customers, clients, and sales prospects. It involves using technology to

organize, automate, and synchronize business processes — principally

sales activities, but also

those for marketing,

customer service, and

technical support.

– Shaw, Robert, Computer

Aided Marketing & Selling

(1991) Butterworth Heinemann

ISBN 978-0-7506-1707-9

Customer

Relationship

management

by ERP Softwares

83


• Overall, technically, includes channel management, such as managing

phone, SMS, sending customers birthday cards, etc.

• Social CRM: The era of the "social customer― refers to the use of social

media (Twitter, Facebook, LinkedIn, Yelp, customer reviews in Amazon,

etc.) by customers in ways that allow other potential customers to glimpse

real world experience of current customers with the seller's products and

services, thus make purchase decisions informed by other parties

sometimes outside of the control of the seller or seller's network.

– Greenberg, Paul (2009). CRM at the Speed of Light (4th ed.). McGraw Hill. p. 7.

Customer

Relationship

management

Example

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• Many CRM vendors offer Web-based tools (cloud computing) and

software as a service (SaaS), which are accessed via a secure Internet

connection and displayed in a Web browser.

– These applications are sold as subscriptions (customers do not need to invest in

purchasing and maintaining IT hardware).

• Setting up a right strategy: timely and direct interaction with customers

via the proper way and extent (channel, timing, content) is needed

• Holistic customer relationship strategy that is highly customized, up to

the level of individual customers is needed

• Choosing the right software: currently the landscape is littered with

instances of low adoption rates

– In 2003, a Gartner report estimated that more than $1 billion had been spent on CRM

software that was not being used

Customer

Relationship

management

Use of Engagement Tools

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Application Types

Yield

management

Customer

Relationship

management

Brand


management

Engagement

Quality

management

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Definition

• Yield or revenue management ―is an economic discipline appropriate to

many service industries in which market segment pricing is combined

with statistical analysis to expand the market for the service and

increase the revenue per unit of available capacity‖

– http://en.wikipedia.org/wiki/Yield_management, and Revenue_management

• The goal of yield management is a short-term increase of income

– a valid target for a business entity

Yield

management

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Example

• Hotels are confronted with a multitude of online booking channels.

• Hotels should provide their available rooms and their rates to most if not

all of them to prevent not meeting their potential customers.

• In many channels, visibility is achieved through low prices.

– However, often channels also require constraints on the price offers in other channels.

• Some channels generate costs

without guarantying actual

income.

Yield

management

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http://en.wikipedia.org/wiki/Yield_management

http://en.wikipedia.org/wiki/Yield_management

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Use of Engagement 3.0 Tools

• Many solutions to yield management are based on complex statistical

methods and complex domain assumptions on how variation of the

price can influence the amount of bookings of a service

• However, a multi-directional multi-channel approach also must rely on

Swarm intelligence. Observing in real time the reaction of customers

and competitors will be the key to achieving on-line marketing. Adopting

your offer and your price dynamically in response to the behavior of

your (on-line visible) environment will become a key for economic

success http://en.wikipedia.org/wiki/Swarm_intelligence

• Yield management could be realized utilizing reputation and usage

values collected from different channels

Yield

management

89


Application Types

Yield

management

Customer

Relationship

management

Brand


management

Engagement

Quality

management

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http://en.wikipedia.org/wiki/Swarm_intelligence

http://en.wikipedia.org/wiki/Swarm_intelligence

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Definition

• Brand – ―a name, term, design, symbol, or any other feature that

identifies one seller’s good or service as distinct from those of other

sellers”

– American Marketing Association, http://en.wikipedia.org/wiki/Brand

• Brand management –―the art of creating and maintaining a brand”

Brand

management

91


Example

• Brand ―Tirol‖: “Wer Tirol hört, denkt an Berge.

Berge, in denen man im Sommer wandern

und im Winter Ski fahren kann. Und das wird

auch in Zukunft so bleiben. Aber Tirol bietet

mehr als nur Berge. ...” - www.tirolwerbung.at

• Brand ―Red Bull‖: most expensive Austrian brand,

valued at 9,984 billion dollars and world-wide

ranked as no. 80 (2012, BrandZ agency

study)

Brand

management

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http://en.wikipedia.org/wiki/Brand



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• Modeling communication, communication channels and target groups

bears inherently the advantage of uniformly accessing the provided

data and thereby allowing beyond state of the art processing of the data

• Human computation could increase the process where automated

algorithms lack of efficiency, for example the translation of

communicated content to other languages

• Potential of crowd sourcing, word-of-mouth

Brand

management

93


Application Types

Yield

management

Customer

Relationship

management

Brand


management

Engagement

Quality

management

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Definition

• Reputation – ―the beliefs or opinions that are generally held about

someone or something”

• Reputation management – monitoring and pro-actively influencing and

thereby shape an entities reputation

• Online reputation management (or monitoring) is the practice of

monitoring the Internet reputation of a person, brand or business, with

the goal of suppressing negative mentions entirely, or pushing them

lower on search engine results pages to decrease their visibility. – New

York Times

Reputation

management

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Example

• Reputation of a company can be

viewed as one of its most

important assets such as its

capital

– this dimension interferes with

revenue management

• Maintenance and increase the

appreciation an organization or a

topic or a certain approach gains

in the public on long-term are

needed

EU parlament

Reputation

management

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• Introducing a domain specific, channel independent model that explicitly

separates content from channel, then intelligently interweave the content

with the channels again & use that for campaigning.

• Estimating the reputation and impact on all of the channels (e.g. by

statistical analysis of online content)

– For example, more than 90% of all Internet users are already reading product reviews and

more than 50% indicate that they base their purchasing decisions mostly upon them.

• The abstraction layer allows multi channel communication in a holistic

approach.

• Providing means to increase the effectiveness and efficiency of public

campaigns is needed.

Reputation

management

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Conclusions

• There exist many application fields for engagement:

– Advertising

– Yield management

– Customer Relationship management

– Brand management

– Reputation management

• There are numerous challenges in new technology (e.g.

transition to many new numerous channels) and part of them

are technical, while part is managerial and creative =>

cooperation across interdisciplinary activity fields is required

• There are much more management types that were not mentioned in

this piece of work (e.g. Quality management) but are still important.

Reputation

management

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Application Types

Yield

management

Customer

Relationship

management

Brand


management

Engagement

Quality

management

99


Definition

• An organization or product should have four main

components: quality planning, quality control, quality

assurance and quality improvement.

• Since the organizations depend on their customers, they should

understand current and future customer needs, should meet

customer requirements and try to exceed the expectations of

customers.

• One of the permanent quality objectives of an organization should

be the continual improvement of its overall performance.

Quality

management

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Example

• Quality control is very important

for hotels and one of the ways to

realize it is through the customers.

• Engaging with customers is not only

about keeping them happy but also

using their information to control the

quality of the offered services and

improve them.

Quality

management Picture taken from http://www.sonofthesouth.net/uncle-sam/clean-your-room.htm

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Engagement

Overview



3. Crowdsourcing



6. Engagement


8. Summary

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Summary

In the new era of Engagement between enterprises and customers:

• The enterprise should incorporate social channels into the customer

communications.

• The strategies to be considered should be multichannel (combining social

and traditional) and appropriate to the channels that the customers want to

communicate in.

• It is clear that the CRM and the Social CRM solutions should

be integrated with the communication (i.e. listening and

response) platform of the enterprise in order to put the

customer at the focal point.

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Summary

In the new era of Engagement between enterprises and customers (cnt’d):

• The effective communication with the customers establishes long-term

relationships with them and turns customers into advocates.

• The power of the ―word-of-mouth‖ has become important

as much as it used to be in the small town ecosystems

of the past.

• Enterprises invest their resources in the communication

with the customers in order to make them feel important

and engage them to the products and services they offer.

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Presentations & Public Speaking

Engagement handouts