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Does Engagement Equal Roi

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Matt Moog
Matt Moog
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Does Engagement Equal ROI? MeasureUp: Social Media Value & Measurement Summit March 10, 2010 Matt Moog Founder & CEO Viewpoints Network 312-447-6111 [email_address]
How do you define engagement? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketer Initiated Media Engagement Measures http://www.clickz.com/3522616 Source: Pete Blackshaw – EVP of Neilsen BuzzMetrics Engagement Activities Key Weighting Variables Permission or opt-in Length of relationship, open rates, calls to action Interaction with an on- or offline ad Participation, depth of involvement, length On-demand behavior (ads, RSS, etc.) Frequency, targeting method, longevity Web site visit Traffic patterns, length of stay, call to action On-demand samples or demos Actual usage, depth of involvement, follow-up Ad skipping or filtering Ad content triggers, message triggers, frequency Opinion solicitation (Web site, research) Issue triggers, depth of advocacy Cross-platform activity (TV to Web) Platform integration, frequency Propensity to search, seek, or request branded content Traffic patterns, time between ad placement and request
Consumer Initiated Engagement Engagement Activities Key Weighting Variables Unaided propensity to tell others To whom, in what context, total reach Aided propensity to tell others Pass-along utility measures, survey design Unsolicited feedback (email, call center) What issue, depth of emotion, or influence CGM on blogs and boards How public or searchable, how validating Propensity to offer product suggestions Depth of loyalty, consumer profile Formal brand review or opinion Positive or negative, listeners
The big three questions about Consumer Initiated Engagement ,[object Object],[object Object],[object Object]
Question #1 – can we refine the definition of engagement ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Question #2 – What is your value proposition for engagement? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://yuiblog.com/blog/2008/06/10/patterns-for-designing-a-reputation-system/
Question #3: Does engagement drive ROI? ,[object Object],[object Object],[object Object],[object Object]
The Triple Bottom Line of Social Commerce A framework for measuring ROI of your social and community efforts
The power of customer reviews ,[object Object],[object Object],[object Object],[object Object]
Organize conversations around products to promote confidence
Organize content & community to help decision making
Product Level Discussions can resolve customer service inquires
Soliciting ideas from your customers
Insight: leverage user tagging to build affinity groups
Brand Advocates ,[object Object],[object Object],[object Object]
Customer Advocacy
Help customers track their influence
Matt Moog Founder & CEO Viewpoints Network 312-447-6111 [email_address] www.viewpointsnetwork.com www.viewpoints.com

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Does Engagement Equal Roi

  • 1. Does Engagement Equal ROI? MeasureUp: Social Media Value & Measurement Summit March 10, 2010 Matt Moog Founder & CEO Viewpoints Network 312-447-6111 [email_address]
  • 2.
  • 3. Marketer Initiated Media Engagement Measures http://www.clickz.com/3522616 Source: Pete Blackshaw – EVP of Neilsen BuzzMetrics Engagement Activities Key Weighting Variables Permission or opt-in Length of relationship, open rates, calls to action Interaction with an on- or offline ad Participation, depth of involvement, length On-demand behavior (ads, RSS, etc.) Frequency, targeting method, longevity Web site visit Traffic patterns, length of stay, call to action On-demand samples or demos Actual usage, depth of involvement, follow-up Ad skipping or filtering Ad content triggers, message triggers, frequency Opinion solicitation (Web site, research) Issue triggers, depth of advocacy Cross-platform activity (TV to Web) Platform integration, frequency Propensity to search, seek, or request branded content Traffic patterns, time between ad placement and request
  • 4. Consumer Initiated Engagement Engagement Activities Key Weighting Variables Unaided propensity to tell others To whom, in what context, total reach Aided propensity to tell others Pass-along utility measures, survey design Unsolicited feedback (email, call center) What issue, depth of emotion, or influence CGM on blogs and boards How public or searchable, how validating Propensity to offer product suggestions Depth of loyalty, consumer profile Formal brand review or opinion Positive or negative, listeners
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. The Triple Bottom Line of Social Commerce A framework for measuring ROI of your social and community efforts
  • 10.
  • 11. Organize conversations around products to promote confidence
  • 12. Organize content & community to help decision making
  • 13. Product Level Discussions can resolve customer service inquires
  • 14. Soliciting ideas from your customers
  • 15. Insight: leverage user tagging to build affinity groups
  • 16.
  • 18. Help customers track their influence
  • 19. Matt Moog Founder & CEO Viewpoints Network 312-447-6111 [email_address] www.viewpointsnetwork.com www.viewpoints.com