1. Engagement A New Approach To Understanding Your Customers

3. Meet Fazoom: AFOL

6.  Engagement requires a fundamentally different relationship with your customers. THEME

7. Eyeballs Awareness Consideration Preference Action Buyers

9. Both spend and influence should be considered Ambassadors Influencers Core buyers Misers Lifetime (or financial) value + 0 Social value + 0

10. Unique site visitors Frequency New customer acquisitions Satisfaction rate Site usage statistics Sentiment on customer service calls Fan blog posts Increased sales Loyalty Recency Completed transactions Time spend per page Sentiment in online forums Brand awareness Blog comments Tagged content Brand affinity Page views Friend connections on social networks Likelihood to recommend Sales lift from TV ads Word-of-mouth Brand equity Search keywords Customer retention Loyalty card purchases Time spent with online video Net Promoter score Uploaded photos or videos Site logins Retail store visits Click-throughs Catalog requests Retail store purchases Online purchases Content forwarded to a friend TV GRPs Print media plan

12. ? What can you do about it?

13. ENGAGEMENT

14. Engagement is turning on a prospect to a brand idea enhanced by the surrounding context. — ARF Engagement is defined as the strong connection a company, or brand, creates with a customer that drives purchase decisions and satisfaction over time. — Adobe Engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals. — Eric Peterson

16. ENGAGEMENT = 4 i’s

17. 4 i ’ s Involvement The presence of a person at the various brand touchpoints. Interaction The actions a person takes while present at those touchpoints. Intimacy The affection a person holds for a brand. Influence The likelihood a person is to advocate on behalf of the brand.

18. Influence Intimacy Involvement Interaction ENGAGEMENT EVALUATION USE AFFINITY DISCOVERY

19. Influence Intimacy Involvement Interaction ENGAGEMENT Unique site visitors Satisfaction rate Site usage statistics Sentiment on customer service calls Fan blog posts Increased sales Loyalty Completed transactions TV ad view and repetition Sentiment in online forums Blog comments Brand affinity Page views Friend connections on social networks Likelihood to recommend Sales lift from TV ads Word-of-mouth Brand equity Brand awareness Loyalty card purchases Time spent with online video Net Promoter score Retail store visits Click-throughs Catalog requests Retail store purchases Online purchases Content forwarded to a friend Outdoor ad passage EVALUATION USE AFFINITY DISCOVERY

20. ? How do you make use of this?

21. Laura alli First Team member

22. Laura alli First Team member

25. Influence Intimacy Involvement Interaction

28. More the 1 million people tried the product in the first six weeks $155 million in sales in the first six weeks $150M ad budget realized in first six weeks

29. ? How can you get started?

35.  Engagement requires a fundamentally different relationship with your customers. THEME

36. Thank you. Questions? Mary Beth Kemp Principal Analyst Forrester Research