breaking up with "engagement"

ENGAGEMENGAGEMENTENT

YOU KEEP USING THIS TERM BUT I DO YOU KEEP USING THIS TERM BUT I DO NOT THINK YOU ARE MEASURING NOT THINK YOU ARE MEASURING

WHAT YOU THINK WHAT YOU THINK YOU ARE MEASURINGYOU ARE MEASURING

Lack of real strategy is a big issue

Diagram by Mike Arauz

Take a photo. Upload via our app. Send it to five friends. Like us on Facebook. Retweet our retweet of your pic. Subscribe to our blog. Get your mum to like us too. Pin our product shot. Download our ringtone. Forward this email. Blah. Blah. Blah. What does any of this REALLY do for your business?

The emperor we The emperor we call, call, ““EngagementEngagement”” is is stark, b***ck stark, b***ck naked!naked!

Its not a real metric!Its not a real metric!

It keeps our attention on the short term

“Campaigns that are set hard objectives are generally more successful than those working only to intermediate

consumer response targets”Les Binet & Peter Field, IPA Databank Analysis

Smart chaps

50%11%

The effectiveness rate of campaigns that set hard objectives

The success rate of campaigns that set soft, intermediate objectives

Les Binet & Peter Field, IPA Databank Analysis

Digital landfill

“The involvement of most brands in the social media lives of the public remains clumsy, inept and disrespectful”

Richard HuntingdonDirector of Strategy, Saatchi & Saatchi

@adliteratePhoto by @insideology

It has no value

Let’s put some clothes on the emperor