Post on 21-Jan-2015
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EngagementA New Approach To Understanding Your Customers
2Entire contents © 2008 Forrester Research, Inc. All rights reserved.
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Meet Fazoom: AFOL
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Engagement requires a fundamentally different relationship with your customers.
THEME
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Eyeballs Awareness Consideration Preference Action Buyers
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Traditional media channels are weakening.
Complexity reigns in the middle of the funnel.
People continue to force brand transparency.
Your most valuable customer may not buy a lot.
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Both spend and influence should be considered
Ambassadors
Influencers
Core buyers
Misers
Lifetime(or financial)
value
+
0
Socialvalue
+0
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Uniquesite visitors
Frequency
New customeracquisitions
Satisfactionrate
Site usagestatistics
Sentiment oncustomer
service calls
Fan blogposts
Increased sales
Loyalty
Recency
Completedtransactions
Time spendper page
Sentiment inonline forums
Brandawareness
Blogcomments
Taggedcontent
Brandaffinity
Page views
Friend connectionson social networks
Likelihood torecommend
Sales liftfrom TV ads
Word-of-mouthBrand equity
Searchkeywords
Customerretention
Loyalty cardpurchases
Time spentwith online video
Net Promoterscore
Uploaded photosor videos
Site logins
Retail store visits
Click-throughs
Catalog requests
Retail store purchases
Online purchases
Content forwardedto a friend
TV GRPs
Print media plan
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Determining which metrics matter
Creating the right data & technology infrastructure
Connecting cross channel initiatives
Understanding how to make engagement actionable
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? What can you do about it?
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ENGAGEMENT
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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
15Entire contents © 2008 Forrester Research, Inc. All rights reserved.
A person’s participation with a brand, regardless of channel, where they call the shots, is what we consider Engagement is the level of
involvement, interaction, intimacy, and influence a person has with a brand over time.
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ENGAGEMENT = 4 i’s
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4 i’sInvolvementThe presence of a person at the various brand touchpoints.
Interaction The actions a person takes while present at those touchpoints.
IntimacyThe affection a person holds for a brand.
InfluenceThe likelihood a person is to advocate on behalf of the brand.
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Influence Intimacy
Involvement Interaction
EVALUATION
USE
AFFINITY
DISCOVERY ENGAGEMENT
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Influence Intimacy
Involvement Interaction
EVALUATION
USE
AFFINITY
DISCOVERY ENGAGEMENT
Uniquesite visitors
Satisfactionrate
Site usagestatistics
Sentiment oncustomer
service calls
Fan blogposts
Increased sales
Loyalty
Completedtransactions
TV ad view and repetition
Sentiment inonline forums
Blogcomments
Brandaffinity
Page views
Friend connectionson social networks
Likelihood torecommend
Sales liftfrom TV ads
Word-of-mouth
Brand equity
Brandawareness
Loyalty cardpurchases
Time spentwith online video
Net Promoterscore
Retail store visits
Click-throughs
Catalog requests
Retail store purchases
Online purchases
Content forwardedto a friend
Outdoor ad passage
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? How do you make use of this?
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Lauraalli First Team member
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Influence Intimacy
Involvement Interaction
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Influence Intimacy
Involvement Interaction
Community tracking
alli forum tracking
Community registration data
Product purchases
Diet diaries
Photos of refrigerators
Food journals
Product feedback
Opinions of online ads
Shopping experience
Rating packaging materials
Advocates shared storieswith the media
alli First Team for early adopters and advocates
Success stories
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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
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? How can you get started?
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How do we…
?DefineEngagement ?Encourage
Engagement?MeasureEngagement
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How do we…
Determineaverage usage.
Develop engagementpersonas and an
engagement hierarchy.?DefineEngagement
Establish excessive use. Determine the
context of use.Identify where discovery and evaluation happens
outside marketing channels.
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Identify existingmetrics, data sources,
and technologies.
Determine capabilities
to tie metrics together.
How do we…
?MeasureEngagement
Determine capabilitiesfor discerning
average versus excessive.Assess availability of
data from outsidechannels and venues.
Assess viability ofacquiring datayou don't have.
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Provide content andtools for people within
the context of use.
Reward and recognizefans and advocates.
How do we…
?EncourageEngagement
Facilitate conversationsand content creation.
Ask for identifyinginformation, but make it
desirable for peopleto provide it.
Identify fansand advocates.
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Think beyond the sale — think life cycle.
Act like a media company.
Put your product development hat back on.
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Engagement requires a fundamentally different relationship with your customers.
THEME
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Thank you.Questions?
Mary Beth Kemp
Principal AnalystForrester Research