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Is engagement a KPI?

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Engagement is pretty much everywhere in brands report and that's the only KPI that brands follow with social media.
Yet, it's very soft and actually facilitate b....

Veröffentlicht in: Marketing

Is engagement a KPI?

  1. IS ENGAGEMENT A K.P.I.? Made with love by Grégory Pouy – LaMercatique Vlan podcast
  2. “ENGAGEMENT” IS THE NEW CURRENCY LaMercatique Engagement Please!!! gregfromparis
  3. Julie Pellet “Brands measure everything and anything to calculate engagement” Vlan podcast
  4. LaMercatique LET ME TELL YOU MY PERSONAL STORY
  5. SILENT MAJORITY IS A REALITY (only 26% of luxury buyers have posted online in the last month on beauty, fashion or luxury) LaMercatique
  6. IF ENGAGEMENT DOESN’T LEAD TO CUSTOMERS WHY DO WE TALK ABOUT IT? LaMercatique
  7. ONCE UPON A TIME... IT USED TO BE A REACH ACCELERATOR BUT... LaMercatique
  8. TRUTH IS.... ENGAGEMENT FACILITATES BULLSHIT LaMercatique
  9. FACEBOOK HAS 200 METRICS THAT CAN BE USED TO COOK AN ENGAGEMENT SCORE ... LaMercatique
  10. LIKES X COMMENTS X SHARE X VIEWS LaMercatique REAL PEOPLE OR BOTS? AUTOMATIC LIKES OR REAL ONE? HOW LONG? REAL VIEWS OR JUST SCROLL? REAL VIEWS OR TOILET BREAK? ARE COMMENTS, SHARES & LIKES THE SAME? HOW DO YOU WEIGHT EACH?
  11. AND BTW... WHICH TIMEFRAME? LaMercatique
  12. 17% OF AD VIEWS ARE MADE BY BOTS LaMercatique Source: Accenture Digital
  13. EACH ANALYTICS FIRM VARY THEIR CALCULATION LaMercatique
  14. PUBLISHERS & PLAFORMS PROVIDE NUMBERS THAT ARE INCONSISTENT WITH INDEPENDENT REPORTING LaMercatique (and obviously no solution talk to each others)
  15. OK THEN...WHAT SHOULD YOU FOCUS ON? LaMercatique
  16. LaMercatique STILL ENGAGEMENT IS A SOCIAL PROOF FOR ACTIVITY (and a great feedback loop)
  17. Customer acquisition LaMercatique Brand awareness New product development ENGAGEMENT IS NOT A STRATEGY Employment & recruiting Customer loyalty ... (unless feeding your ego is enough)
  18. PURE SOCIAL METRICS LaMercatique ONSITE METRICS OVERALL METRICS Social sharing EMV with UGC Complete video views Share of buzz Database Return visitors Time spent NPS Sell out Growth Top of mind OK THEN...WHAT SHOULD YOU FOCUS ON?
  19. LaMercatique A FEW TAKE AWAY ENGAGEMENT NEED TO BE ALIGNED WITH THE STRATEGY ENGAGEMENT NEED TO BE EVALUATED IN THE CONTEXT OF THE COMPANY ENGAGEMENT ALONE IS NOT A MEANINGFUL INDICATOR OF SUCCESS ENGAGEMENT COMES AT A COST
  20. AND DON’T FORGET: NUMBERS OF FOLLOWERS IS A VANITY METRIC LaMercatique
  21. THANKS Made with love by Grégory Pouy – LaMercatique Vlan podcast

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