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
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
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.
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
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
Good morning! Thank you all for coming. We have an exciting two days ahead on the topic of engagement. Engagement is a pretty hot topic these days. It’s would be hard to find a marketing publication that hasn’t written about it and I’m sure all of you have had at least one meeting on the topic. The attendance of this event alone is evidence of the popularity of engagement. But it also risks becoming a buzzword because there’s so much talk and so little action. But we’re here for the next two days to fix that. Now, I want to start off by introducing you to Jen.