more signal less noise; why attention matters, and engagement is a tactic not an outcome,...
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More SignalLess Noise------------------------------Why attention matters,and engagement is a tacticnot an outcome
Simon Nash, Head of Planning@simonnash
v
“Let’s face it, most
social media marketing
is a waste of time”
Mashable.com“Your social media initiatives might be pointless” eConsultancy
“Engagement aint nuthin but a number” Brian Solis
Roughly 99.9% of online banners are never
clicked. --------------------------------------Michael Brenner, Senior Director of Global
Marketing at SAP
“ ”
Attention Matters!
Buyers wait until they have completed 60-80% of their research before reaching out to vendors --------------------------------------Michael Brenner, Senior Director of Global
Marketing at SAP
“ ”
Attention Matters!
Everyone’s at it
But conversations about engagement often miss the
bigger picture
Engagement is important but
It’s what you do with it that counts.
Nowadays people expect content and experiences that are
more
meaningful
Engagement should
effect changes in behaviour
Engagement should
influence action
Engagement should deliver
competitive advantage
-----------------------------------------------------------To create future customers who will drive the business forward. Brand engagements
are platform engagements. This means advancing customers into new creative
realms–and markets–where they can add value back to the brand, and where
competitors can’t follow.
----------------------------------------------Brian Phipps
“ ”
The process can be
Direct or indirect
It takes time to communicate your message whilst engaging
To get results
Members
Awareness +58%
Consideration (amongst those who are aware but not buying TGL) +75%
Preference (vs. Glenfiddich, Glenmorangie) +113%
Brand I trustBrand for me
+24%+37%
Consumption / Sales regular buyers of TGL 52%
The building blocks
You need to understand what makes your audience tick
Recognise its all about
value exchange
Understand how people use our
content-----------------------------------------------------------
If I like your content it’s not because I like your brand it’s because I like my friends.
----------------------------------------------Henry Jenkins - ‘Spreadable Media ‘
“ ”
Play the long gameand understand the role of every
interaction
Engagement should not be treated as a side-show
It’s a crucial element of your
multi-channel marketing plan
Focus on the
customer experience & create clear
paths to action
To achieve this you need
system-thinking
Supported by
culture and processes
And one eye firmly on the prize
Talk to us@ReadingRoomUK
www.readingroom.com