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What’s'Engagement?''How'Data'Driven'Marketers'Are'Crushing'Content'Marke:ng'
Authors
Brian Carter, InfiniGraph’s VP of Marketing & Customer Success, author of three social media marketing books: Facebook Marketing, The Like Economy and LinkedIn For Business, and a dynamic and funny keynote speaker.
Dr. Natalie Petouhoff, author of CRM: The Bottom Line to Optimizing Your ROI and Integrating Your People with Process and CRM Technology: Change Management That Provides An ROI as well as lecturer at the UCLA Anderson School of Management.
Chase McMichael, CEO of InfiniGraph, has founded 3 startups and has over 19 years experience in real-time collaboration technologies. Chase has managed large scale platform deployments for Chase Manhattan, Sprint, Oracle and Hearst Corp. He received the Fast Tech 50 for his first start up UNBOUND sold to Sprint PCS. Sherpa Viral Hall of Fame, 2X OnMedia100, TiECon Winner, and AlwaysOn2013 100 companies to watch.
What’s Engagement eBook by InfiniGraph
Introduction ............………….….…............. 1 Measure Engagement …………………………. 2 Keys to Successful Engagement …………… 3 Creating Content to Engagement ………… 4 Content Science/Creation ……….............. 8 Industry Insights ..................................... 9 Responses from Social Leaders .............. 10 Resources …...……………………………………… 44
Table of Contents
What’s Engagement eBook by InfiniGraph
Introduction
With the recent moves by Google and the decline of traditional SEO, a new era of content marketing technologies and collaborations are revolutionizing the landscape of content to provide higher engagement and relevance. For brands emphasizing on driving vital content engagement, both a positive and significant shift can be seen as it enables us to not only move ahead but also drive conversation with potential prospects.
We now see brands that embrace both consumer passions, conversations, and inputs dominate within their social context and are the clear winners in gaining valuable consumer opportunity. Now, consumers are always finding opportunities to access information and niche content over traditional keyword searches like never before. Thus, brands are now fighting and vying for consumer attention as the competition is only becoming tougher and intelligent content marketing are taking market shares.
Gone are the days of buying likes. Now, there is a much more crucial fundamental driver dictating trending social platforms that no marketer can ignore.
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The vital changes of marketing then and now, more specifically the rise of content marketing and the decline of SEO to give way to a broader social aspect of media engagement.
The influence of social feed is now undeniable and has become the primary engagement and discovery point requiring greater attention to content quality and inducing the desire to share that content.
What’s Engagement eBook by InfiniGraph
How do we Measure Engagement?
This idea behind the eBook became realized after Mark Fidelman published "10 Lessons from the Top 25 Most Engaged Brands on Twitter” by Dr. Natalie Petouhoff . Hence, we, the authors of this eBook, reached out to their networks to get a response on this topic. The responses were amazing and varied regarding the different perspectives on the definition of engagement and how it was being measured.
Measuring engagement is not a simple process as determining the specific values in some ways can be even more difficult. Thus, the aim of this eBook is to brush the different perspectives of social media engagement and provide critical insights and techniques that are utilized by todays’ industry luminaries.
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What’s Engagement eBook by InfiniGraph
More details on this chart can be found HERE
The goal of our study was to expose what is relevant to measuring engagement and value the brands looking to achieve higher engagement. We stand that quantity of the content does not matter and, instead, the type and quality of the content.
What is the Key to Successful Engagement?
Mixed media is the ultimate key when developing engagement measurement. This is evident through the more than the 100 responses that we obtained. Below, are some results from our ad-hoc survey on the question, what is engagement? Overall, Facebook Shares tops the list while both Facebook Likes and Twitter retweets stand head to head as the @replies do not fare far behind. Having quality content entice followers has become the choice method to authenticate an increasing higher degree of reach.
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Types of Engagement
What's Engagement?
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Mixed Media Responses
What’s Engagement eBook by InfiniGraph
Creating Content To Engagement
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This commercial titled the “Mazda Game-changer” featuring Laird Hamilton fully utilizes the storytelling technique by combining the two elements of surfing and cars. Full length video can be found HERE
Not only are the problems with sponsored content massive but also, more importantly, Google’s technique of recognizing original content makes quality content valued and rank higher within search results than the latter. This, for many brands, requires a daunting level of monetary commitment that most are unable to maintain . This produces an unfair advantage for brands that already have a established executive ability to buy in and perceive content marketing as the new ad. Unfortunately, many brands today are still being conned into thinking banner ads are driving quality traffic to landing pages. Hence, they are in for a very rude awakening. Data shows brands that are achieving high engagement consistently producing quality content are obtaining better as well as more sustainable results since engagement is the key to distribution.
The most effective and engaging types of content is highly dependent on what the objective is. Sustainable storydoing in media is key. For some brands instead, storytelling is the ideal structure to success. We are seeing stories weaved into TV, Radio, and print. Here, this snack size content is able to quickly entice their audience’s attention. However, the story is short-lived as it does not create a real storyline or thread the brand can use for longevity. Brands using this type of advertising loses the opportunity to perpetuate the affinity of the story. Thus, storydoing, on the other hand, focuses on driving long-term action through narration rather than solely through communication to create a cohesive whole for the product. Recent data have also shown that storydoing companies have been getting a greater average of attention on social media and revenue showing that consumers have become smarter about marketing by asking the vital question: Is it authentic?
Storytelling and Storydoing
What’s Engagement eBook by InfiniGraph
Another key factor to generating successful content marketing is to connect, involve, and push the legal team to more media exposure such as attending media conferences. Legal issues inside a company is sometimes so problematic that a brand has to bring them in the fold early and often. Thus, having a process and a pre-approved process for content marketing is crucial. Brands that have this legal process solidified will not only have a competitive advantage, but also will obtain a quicker response to market changes as well as capitalize on the real-time marketing trend. Currently, Real-Time Marketing is
on the mind of many marketers considering every brands want to actively engage with their audience when something relevant occurs. Very few brands are doing actual real-time marketing, however, accessing trends as they happen over your industry and being more responsive is a competitive advantage over the static editorial calendars in most marketing departments. To extend the sustainability real-time marketing can have, a process to include more time-orientated content is a strong possibility in the foreseeable future of marketing.
The new real-time marketing cycle. More details Can be found HERE
A GolinHarris study found that Real-Time Marketing not only positively impacts standard marketing goals but also spurs forward other marketing initiatives.
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Legal Team
Real-Time Marketing
What’s Engagement eBook by InfiniGraph
Even now, we continue to get a strong response when we ask customers, “Would you repost or curate content from a competitor if it was good content?” The answer is usually NO, but the question then transitions onto whether or not you are a leader in your industry. If you are a leader, then leveraging content that captures great engagement to your advantage as the perfect opportunity. As a leader, you HAVE to be able to understand the most up-to-date and trendy content that is currently attracting the crowd and compare yourself to your competitors. How bold are you in leading the conversation in your industry?
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Be A Leader Engagement Average per Post by Content Type - Airlines
Take a look at the line graph above from InfiniGraph. The lines above represent the average engagement of a 30-day time frame by looking at all content within the Industry extracted from brand analysis that is collectively aggregated. Here, you can see that Southwest Airlines is one of the standing leaders of its industry within social media engagement. This detailed graph clearly shows they are driving the most action with content. How so? Check out Its massive number of engagement per Facebook posts compared to the rest of its competitors. As a leader they need to be able to be able to maintain this position. Be sure to click HERE, for more details on engagement of various airlines.
Moving on to the left image, this is another unique feature from InfiniGraph. Here is a couple of the current trending topics on Southwestern Airlines. This feature benchmarks what is working for their company and what consumers are finding or not finding compelling within the company. The numbers on the right are the Trend scores as to how well this topic is achieving with engagement and why with the audience. Companies striving to be leaders need to utilize this form of data to best answer the questions “what,” “why,” and “how much” their entire consumer bases are looking for. Click HERE for more information on South Western’s trending content.
Southwest Airlines Trending Content
What’s Engagement eBook by InfiniGraph
Here, lets show another example again using InfiniGraph charts, but re-interpret from the perspective of a non-leader in the industry. While Michael Kors is certainly still very successful in terms of social media engagement, Christian Dior has certainly grabbed the leadership mantle.
Looking at the line chart on the right, it is quite evident that Christian Dior is the leader in the high fashion industry for social media engagement. For, Michael Kors, they are not trailing too far behind Dior but could certainly use a higher average amount of engagement with their Facebook posts. Marketers of Michael Kors need to statiscally see what the entire Industry is doing at scale and have ongoing trend sights as the market continuously changes. Click HERE for more details of the trendiest high fashion industry insights from InfiniGraph.
Engagement Average per Post by Content Type – High Fashion
To the image on the left, we again see InfiniGraph’s other unique capabilities. Knowing that Michael Kor’s needs to step up its level of content in order to compete with Dior for the leadership role of social media engagement. Kor’s should focus on the topics that are currently the most trendy represented with the higher numbers on the right. By following these types and themes will companies be able to increase overall engagement. Click HERE for more trendy content on Michael Kors and the fashion industry.
Michael Kor’s Trending Content
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What’s Engagement eBook by InfiniGraph
This detailed Infographic regarding InfiniGraph’s proposed Facebook strategy above demonstrates how 50% creation, 30% brand promotion, and 20% high-quality content is improbable as most brands cannot produce that amount of content and, even so, the expenses of doing so are quite high. Companies should focus more heavily upon original and promotional content as those factors will be the ultimate key to draw a broader audience. Thus, knowing what content to mix, create and maximize is also another critical step for budgeting and approval process.
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Content Creation What’s Engagement eBook by InfiniGraph
At the corporate social media summit in New York #CSMNY , the topic of “How much mixed content should be used to sustain engagement?” generated a great deal of conversation. Shown through the image below, we proposed a more realistic strategy over the 70/30 rule being proposed. Instead, replace it with a more effective plan of 50/30.
Final Engagement Insights
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Industry insights are now a necessity in developing a competitive content strategy. EVERY industry’s content trends are changing minute by minute. Now, with real time marketing by the hour, no one can keep up and wait when someone “MENTIONS” your brand is so 2008. Less than 5% are talking about your brand whereas 95% are actively engaging with content that is relevant to your industry. What YOUR target audience is gaining from your industry is an activity that brands must understand and extract. Brands that need to increase their share of voice have to consider the implications of a broader spectrum of insights within their content strategy. Comprehending the meaning and creating actionable insights are needed to develop more competitive content strategies.
What do you do to measure engagement? We asked many of today’s marketing leaders on how they measure business engagement for their companies. The next 37 pages are on their varied and comprehensive thoughts on what engagement is, how their different companies measure engagement, and the positive results that a business can achieve through successful engagement... Please Enjoy!
What are you basing your marketing Strategy upon? Every company’s goal should be to get a share of voice greater than that of their competitors. To do so, analyzing and assessing varied but specific data catered to yours as well as your audience’s needs is a necessity for success. The more input you have, the greater the likelihood of success for your marketing strategy.
What’s Engagement eBook by InfiniGraph
What are you basing your marketing strategy on, the 5% or the 95%?
95% actively engaging within relevant industry
<%5 talking about your brand
“Our philosophy and what Nimble is built on is that measuring engagement starts with building vibrant and meaningful business relationships. We believe that it is the strength of a brand's relationships that feeds a virtuous cycle that turn people into customers, then evangelists and advocates, which feeds a pipeline of new customers.
This is how I make a judgment about whether our content is working well
1. The increase in the number of writers and thought leaders who are
participating in our community. 2. The requests for content from us to be published on the blogs of others. 3. Social engagement (@mentions, retweets, commenting, group discussions)
this number is always going up and to the right, although organically. 4. Requests for participation of Jon and our team on webinars, panels, speaking
at events. 5. Product feedback - These thoughts drive our product development and help
us understand the features our users need most. 6. The march of the vertical markets: We're always keeping an eye on the use
case for customer categories. 7. Traffic increases, correlated with something we publish -- and "buzz" around
content. 8. Requests for co-branded activities, publications, Infographics, and other
projects.”
“Measuring engagement starts with building vibrant and meaningful business relationships.” Alyson Stone Director of Content Management Nimble
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Inga Starrett Senior Vice President, Analytics Weber Shandwick
Wayne Pelletier VP, Creative Director Response Mine Interactive
“For engagement, we are looking at a variety of variables and indexing together. We look at both owned and "uncontrolled" social channels, so for Twitter, engagement with owned properties compared to how the company is portrayed on the channel independent of involvement. We look at similar aspects on other social channels (like Facebook) as well. Also looking at influencer level of those talking about (and interacting with) a brand, consumer consumption rates (how often are people seeking content for a particular brand), popularity on the internet as a whole (related to SEO rates) and owned channel influence. We are looking at some offline WOM, but primarily looking at social engagement in most cases. Depending on the sophistication level of the client we may look at each area alone, or we may index and weight versus competitors. Depends on the ask.”
“There are only two data points that indicate marketing success: 1. Did it generate actual sales/profit? 2. Did it help you acquire customers that fit the profile of your best customers Retweets, likes, visits, hits, views, downloads and other similar metrics are only part of a mix to help refine the conversion funnel. Independently, they are all completely meaningless. They do not directly align with the businesses goal of generating profit. I'm a creative. If my creative doesn't track back to sales my client wasted their money. At Response Mine Interactive, we include the social media channel in the media mix like any other. If it's not generating revenue it gets cut as we ruthlessly optimize campaigns down to only that which acquires actual purchasing customers.”
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“After we identify which strategies and platforms have generated success, we can somewhat eliminate the platforms that failed to reach the target communities.“
Josh Harcus Initiative Overlord Huify
“The main indicator of success for a company’s marketing (online and offline) should be consistent with their SMART goal, without it a company cannot hold any of their marketing efforts truly accountable. The novelty of social media still has not worn off. This enticement of digital fame captures the attention of individuals and businesses alike. Where a balanced measurement on the returns should exist, the lust of vanity metrics begins to creep in and influence the monthly marketing reports. Of course traffic and the total reach should be analyzed, but everything should always go back to one SMART goal, also commonly known as a Key Performance Indicator. Once the goal is created the plan is then established. A/B testing of platform performance must been observed, analyzed, and then acted upon. To firmly gain a foothold on the market, "post-conquering" or post-outreach measures must be taken. This is where actual reporting and analytics devoid of useless vanity metrics will come into play. The only way we can plan for the future is by drawing from the past, so after we identify which strategies and platforms have generated success, we can somewhat eliminate the platforms that failed to reach the target communities. For optimal returns, efforts need to be reallocated toward the highest trafficked and/or engaged platforms. This will involve some lost battles, but will ultimately win the war (cont.)
What’s Engagement eBook by InfiniGraph
Effectively measuring returns is dependent on a Content Distribution Protocol (CDP). With an undefined process, hours quickly get overlooked and efforts soon get lost in the confusion. If a systematic approach can be created, i.e. by tracking each link, analyzing the return traffic, and reporting on the findings, then your CDP can function like a well oiled machine. This enables a brand to maximize the usage of their marketing budgets by focusing on the areas of highest return, rather than sacrificing precious hours on the altar of "reach.”
Instead of trying to go after some secret KPI formula or made-up metrics, start
building your own CDP around your company’s individual SMART goal. Start by developing a SMART goal that will help you track and determine the effectiveness of your current marketing campaigns, and if possible, your previous ones as well. Follow up this step by initiating a CDP that will help you measure in a consistent manner. Just like a commander measures their efforts on the battlefield we must always be ready to adapt according to our findings.”
- Josh Harcus
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“In the Twitter realm.. I measure several elements to understand brand engagement. Sure RT's can start as a point of reference but who is doing the RT and what level of influence do they have in reach and how are they at generating RT's themselves, also I look at the sentiment numbers and the trends over time and events. Also look into activity on the link, or pic and if possible drill into time on blog, heat mapping where available, points of disengagement. I am not doing the research at the level that you and your company is doing but I am looking for the disconnects and where I can make an impact quickly so they see more value.”
Steven Moore Social Business Strategist, SMS inc.
“Engagement is certainly what's important in Social Media. It's not broken out, but I feel that replies are more valuable than retweets because you can continue the engagement past the initial tweet.”
Evan Greenberg MBA candidate USC
What’s Engagement eBook by InfiniGraph
“KPIs are always different depending on client needs. B2B clients are more likely to tie leads, lead strengthening and sales to content marketing, especially with the advent of the marketing automation era. With B2C clients, it's often a little less focused on direct sales. Social sharing numbers and benchmarking against competitors are big, especially in the wake of the shift in emphasis on fan count to fan engagement over the past few years. Boosting both the number of engaged fans and the frequency of engagement is key. We use social media analysis to see what types of content work and when - this means both content themes (say sports-related posts or inspiration quotes) and types (photos, videos, etc.). We've found that exploring tangentially related lifestyle content can have big impacts on boosting engagement. For example, fans of a restaurant brand might also tend to be into sports, so we would recommend testing additional sports content to see if engagement numbers increase.”
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“We've found that exploring tangentially related lifestyle content can have big impacts on boosting engagement.”
Michael Kwolek Research Associate Room 214
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Maryna Burushkina Campaign Manager, Social Entrepreneur, Marketing Strategist ForeTime Ltd, 7marketz
Adam Keats Senior Vice President Weber Shandwick, The Today Show
“I was focusing on the two-way interactions between the brands and community. These included mainly engagement rate (#interactions / #posts) and influence ratio (#customers, leads, ambassadors / #followers). *The interactions are divided into subcategories of Likes, Comments and Shares.”
“It really depends. Some brands do not care at all about engagement but reach is still the key. Others look at what their content is inspiring others to do. The hurdle for PR is that we historically never measured engagement. we said “You're on the today show and 3.5 million people saw it and aren’t we great." Now…We are engaging, always. So that shift is tough.”
What’s Engagement eBook by InfiniGraph
“For me there are qualitative levels of brand engagement on Twitter.
Followers don't have much value in my eyes, because many people follow indiscriminately and even thoughtlessly, many simply in hopes that the person whom they follow will follow them back. When I see someone "following" thousands of people, that's like seeing someone who says they subscribe to thousands of magazines. They're not deriving value - or providing value - from or to the people they're following. I also see more and more people purchasing followers, or refusing to block spammers from their follower counts, so that follower number to me is now nearly meaningless. It makes marketing more difficult for me, because clients obsess over those follower counts, when it distracts from what's really important.
So for me a more realistic form of engagement is someone who takes the
initiative to reply to a tweet - the more thoughtful the reply, the higher the level of engagement. Now they've taken a tweet and started a conversation. Eventually, marketers will be able to purchase replies, too, but since most of the purchased followers/retweeters are poor people in foreign countries, and since replies take time and effort, that may not become a widespread practice.
Click-throughs on tweeted links, of course, are fantastic, because now
traffic is being driven to a website, and their activity on the website (simply clicking and viewing) can boost the site's search engine optimization. Now that's value!
And ultimately, we want actual customer action. Will the customer buy
something? Will they at least set up a meeting? Or even just subscribe to a newsletter? That for me is ultimate engagement. Anything less is just noise”
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“For me a more realistic form of engagement is someone who takes the initiative to reply to a tweet.”
Frederick J. Nager Founder & Creative Strategist Atomic Tango
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Molly Cantrell-Kraig Founder, Executive Director Women With Drive Foundation
Richard Neal Market, Product & Consumer Analytics Lead RRNeal
“As it relates to WWDF, I must admit to a very 'hands on' approach. I'm too small to afford a formal measuring apparatus, and so rely on my gut and our viral stats on facebook. Since I manage the account, I know which of our community members has been with us (and for how long), what they share and what they value. It really is a case of me having Rain Man-esque memory recall. I can store a lot of data. We build our content based on emails and messages that we get over our website and through Facebook, and so some issues are very narrowly defined. They aren't designed to appeal to thousands, but when someone knows that she is being heard? You can't buy that kind of brand advocacy. She becomes our number one fan and spreads our content like peanut butter on wheat.”
“The primary advancement or evolution of the process can be summed up as filtering the aggregate dialogue by sentiment (in response to the brand’s attributions without qualifying the tonality and message of said beats). Of note, the efficacy of sentiment gauging remains rather “hit-or-miss” given the array of less-than-quality tools available. Per your question relative to how I measure. I developed the discipline of Digital Sociology which is modeled from Mathematical Epidemiology. To summarize, it is not the brand’s banter that really matters. It is the susceptibility of that message upon their target segmentation and collateral absorption, if any (how this resonates and/or radiates across a population). Obviously, it is a noisy market online. People selectively respond to brands based upon a multitude of factors. Therefore, calculations on engagement must come from the populace first and traced back and measured with the brand's message for a holistic picture based from quantification and qualification to form.”
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“I consider engagement as one of the top two or three key factors in social media marketing.”
Grzegorz Guzdiol Analytics Specialist Goldbach Interactive Poland
I consider engagement one of the top two or three key factors in social media marketing. Since we are operating mostly on Facebook, than the specified engagement KPIs would be: 1) Total number of engaged users (along with percentage value) 2) Number of engaged users for different types of content 3) Facebook's virality metric 4) Consumption and clicking rate for different types of content, measuring different kind of actions (likes, comments, shares, etc.) 5) Conversion rate (traffic driven to www and other SM channels) 6) So called "relative interactivity index" which is the sum of our fans activities divided by their number. There are also some other indicators involved, depending on the campaign purpose and marketing goals of our clients, such as: share of voice, response time and response index, active and publishing app users and so on... I don't consider People Talking About This to be very significant metric and I'm quite skeptical about its value but we sometimes use it for competition comparisons for
our clients (cont.)
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You also asked how we leverage competitive insights to drive strategy. As you probably know, characteristics of working for big, international companies differs from working for smaller, domestic clients. We don't have too much impact on the long term strategy, since these ideas are created at a higher, central level and must be coherent for all countries in the region. However, what we are expected to do and what we're trying to do is to optimize the content, interaction and publishing tactics (since it can't be called a strategy). I am personally responsible for tracking the best types of content that generates most feedback, have most positive effect on Facebook's edgerank algorithm, suggest the best time to post based on our fans behavior and comparisons with competitors performance as well as ensure a balance between desired reach of the communication and the observed number of activities so that too high reach won't ruin the engagement (defined as a percentage of people who saw the post divided by the people who interacted with the content). However, to tell you the truth, the competitive insights usually don't play very big role in shaping the strategy for the reasons I mentioned before.” -Grzegorz Guzdziol
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“The engagement question is an interesting one and I think different kinds of brands need different kinds of engagement. For example, low consideration products such as soup and soda need a different kind of "engagement" than high consideration products such as cars and computers. In social media, the number of RTs, shares, or likes may mean a lot for certain brands but not much for others.”
Dr. Augustine Fou Digital Consigliere & Founder Marketing Science Consulting Group
Matt Corey Chief Marketing Officer Mass Relevance
“We measure every piece of engagement tied to everything we build for our clients - tweets, posts, photos, time spent, social "reach" of tweets/posts, etc. We also measure how much of a campaign's social buzz/conversations came from the experiences we built or just overall. Long-term -- brands will measure engagement in a variety of ways. Brands will add social activity to purchase behavior -- i.e. how much a customer talks about and interacts with a brand through social channels. Even how much they "influence" in other purchases -- eventually (difficult
formula).”
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“Engagement is not just one with customers, but with employees and customers and many other levels too...” Mario Herger Enterprise Gamification – Designer & CEO Innovation Center Silicon Valley
“I think you already looked at some good measures, instead of the followers to focus on the RTs, Likes, Mentions etc. But I would look also on some more things: engagement in relation to employees of such a company. When companies are just trying to control the social media strategy and outreach through a handful of people (the marketing department), you lose the potential of your own employees. Imagine how much richer social media interaction can be when engaged employees participate in that as well? Today most small and large corporations see social media just as task for one department, but not a a responsibility for all employees. Of course you need to be able to teach your employees what is good social media behavior, but in the end, you multiply interaction points and engagement opportunities with a company. A large corporation with 100K employees and with let's say 1Mio followers and 500 RTs a day, may actually pale in engagement to a small company with 100 employees, 200K followers and 500 RTs every day. That should become a benchmark. Engagement is not just one with customers, but with employees and customers and many other levels too...”
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“We measure brand engagement by creating new customers who are out of context and extending the existing base further. So, we really don't measure brand engagement per se. We bridge brand engagement into measuring brand equity. We do this by predicting where real social circles physically exist and focusing our touch points on the best potential customers first. I added some text below, which describes what we do. I find online efforts, including social, over fitted. Too much efficiency focus, too little frequency, too wide of a reach.”
Christopher J Skinner Managing Partner MakeBuzz
Phoebe Yu Founder & CEO www. ettitude.com
“We use Facebook a lot to get an idea of what our fans appreciate, as this is the main channel we have for communicating with them. We use data from Facebook insights and also some of the third party apps we use to track how much our fans engage with us on various pieces of content and what the feedback is. To a lesser extent, we also use Twitter and Pinterest, seeing how many times our content is shared. Some of the tools we use are Hootsuite, Google Analytics, SEOmoz, Sumall, Klout, but none of them can really measure the true "ROI" of brand engagement, only general ideas of the impact of the brand engagement activities we are doing...”
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“My biggest concern is in building a “tribe” as opposed to getting as many followers as I can. I’m trying to find “scenes” or pockets of people with similar interests and appealing to those people instead of trying to “catch” everyone.” Nina Ho Regional President SBALS
“Although I do use simply data analysis using Facebook Insight, Klout, Google Analytics, etc., my approach is less data-driven and more people-focused and organic. My approach to brand engagement is a rhetorical one. I focus on appealing to emotions, avoiding clutter, and writing clearly and concisely. (National Geographic does a great job of this. If you notice, all of their tweets take up a single line, are not cluttered with hashtags, or have any grammatical mistakes.) My biggest concern is in building a "tribe" as opposed to getting as many followers as I can. I'm trying to find "scenes" or pockets of people with similar interests and appealing to those people instead of trying to "catch" everyone. I feel like those are going to be my most engaged followers. For example, I try to tap into the Austin entrepreneurial community, organic food community, study abroad groups, and the UT student body. Likewise, all of the top brands in your study have a clear understanding of their intended audience. All of them posts content that are relevant and meaningful to their followers. Aside from that, I do the little things that matter. For example, showing and not just telling. We've become such a visual culture that it's imperative to have (short) links and images with most posts. I know that the photo posts on my Facebook page get double the engagement as a regular text post. I also post at peak times for social media engagement (Mon-Thursday around noon).”
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Erin Korogodsky Strategic Accounts Beckton
Mark Giangreco, Jr. Director of Digital Communications Democratic Governors Association
“I would say in the political/non profit space more generally and for my organization more specifically the emphasis is on driving people to take action outside of the social platform, especially email signups. Email is where we focus most of our content creation resources, so social can be a great top-of-the-funnel way to get people to that middle funnel email subscriber level.”
“I am seeing a lot of brands look at engagement from a few vantage points. The vast majority see engagement on a single plain: did someone click, share or comment? The smarter brands are starting to look at engagement in a more contextual way. If my goal is to educate, then engagement might mean something different then if I'm trying to get people to download my app. In my opinion, using the default clickable buttons on a social site is not as important as giving them something meaningful to do.”
What’s Engagement eBook by InfiniGraph
“As an industry we will never achieve the level of quantifiable measurement on brand engagement or maximize how we leverage data if we continue to try to apply one-to-one correlation and attribution methods on marketing performance”
Jason Burnham Partner, Social Engineer Burnham Marketing
“Actually, this is where measurement around social capital plays its role. As an industry we will never achieve the level of quantifiable measurement on brand engagement or maximize how we leverage data if we continue to try to apply one-to-one correlation and attribution methods on marketing performance. Since we are a social species, we must account for all of the influences that impact the decisions we make. Therefore, there is very little value in measuring individual behaviors, but rather, we should be addressing how we measure the shifts of collective behavior of an audience. In order to do this, you must start by measuring how various social interactions influences shifts in perception and behavior. Since social capital is the expected collective or economic benefits derived from the preferential treatment and cooperation between individuals and groups, it provides the universal standard for measuring human impact anywhere there is a need to understand the dynamics of social behavior. However, each brand will have a different desired outcome for how they leverage their social capital based on their unique objectives. How you influence the collective towards these desired outcomes and how it directly correlates to ROI will determine your brand’s social capital value.
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What’s Engagement eBook by InfiniGraph
Social connections are the interactions that occur between these individuals or groups. A social connection is any communication touch point that resonates cognitively and includes but is not limited to seeing a TV add, hearing about new product from a friend, sharing on your social network, seeing a billboard ad, etc. Each social connection will have a different attributed value for how it is contributing to social capital value. And depending on your objectives for leveraging your social capital, those connections and interactions will have a different weighted value for each brand. Therefore, it is meaningless to try to determine what the industry average ‘Enter Bullshit Metric Here’ rate is, since the values are completely dependent on individual social capital needs.” -Jason Burnham
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What’s Engagement eBook by InfiniGraph
“We're always telling our brands that one of the best ways they can leverage and help propel what we do is by being active on social media. When people tweet you, respond whether it's a good or bad comment, RT people, ask questions, etc. So often brands exist in the social media space and expect companies like Pollinate to blow them up. What they don't realize is that unfollows happen when there's no engagement. For Pollinate, as a brand, we're always trying to research new ways to connect with our followers. We might be a "brand," but we want people to click on the engaging content we're putting out there, so we need to make sure to drive conversations.”
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Alissa Circle Co-Founder & Chief Strategy Officer Pollinate Media Group
Chelsea Marti Director of Social Media Marketing ADP
“Engagement is difficult to measure when it comes to social media because so many platforms marketers use to connect with customers measure it in a slightly different way. At a high level, for the B2C and B2B brands I've worked for, we looked at engagement like this: Offensive engagement: - Awareness measures: Traffic to the website of the brand, time spent on the site, click through rate, and leads (form fills, etc.) - Amplification measures: Shares, Retweets, Likes, Comments Defensive engagement: - How much clients/prospects interact with the brand and get a response; ex. Of 300 inbound detractors in the month of March, we interacted with 200 of them; 100 turned from detractor to promoters of the brand as a result of our efforts.”
What’s Engagement eBook by InfiniGraph
“In our line of work, which content marketing is a huge part of our business strategy it is vital that we know how to engage our audience. Monitoring and analyzing audience engagement through social media metrics; shares, likes, pins, retweets is constantly being done. We also get data through Google Analytics for brand traffic. We measure duration of visits, number of pages visited and bounce rate of the content produce to have a better understanding on how our audience respond to the content. As for follower engagement, particularly in Facebook I always go back to the standard set by Skittles. It's not just about counting likes and shares but to see the level of discussion of your followers in every content you put out. There might be a tool where you can measure the level of discussion about a particular post of a brand out there but for now I am not aware of it. We just have to check out the comments individually and rate them as positive, negative and neutral towards the brand.”
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Johann Carpio Digital Marketing Strategist Xight Interactive
Gustavo Demoner Innovator and Global Business Strategist R20, UCLA
“Have you calculated other ratios such as engagement per total followers, engagement per posts, retweets per posts, retweets per engagement, and retweets per total followers? Other interesting ratios would be the cost per unit of engagement, comparing engagement across multiple social media platforms, if the engagement led to sales, and the multiple cascade effects of the engagements to promote brand/product awareness. I don't know if it is possible, but having a 'cookie' tracking all the retweets, and retweets of those, and so forth, would give us a very interesting view of the depth of engagement as well. I believe a lot has been said about the initial engagement level, but little has been done to track down its depth....just a thought :) Finally, a comparison of the brand value and the level of engagement could probably lead to interest discoveries.”
What’s Engagement eBook by InfiniGraph
“The most common KPIs we see our advertiser's measure against are: CTR, completion rate, interactions, acquisitions, increasing social presence (drive more Facebook “Likes” and Twitter followers).”
Steve Stratz Partner Illuminate Public Relations
“The most common KPIs we see our advertiser's measure against are: ctr, completion rate, interactions, acquisitions, increasing social presence (drive more Facebook “Likes” and Twitter followers). Other advertisers leverage brand studies to measure success metrics such as increased awareness, purchase intent, and/or consideration. The data we've collected and are leveraging identifies what activities an advertiser's target audience performs across desktop and mobile. So before a campaign even goes live, we already know what activities, such as sharing a video, or downloading a song, will drive best performance for brands and we eliminate waste by targeting those activities right from the start. Agencies and clients are utilizing what we know about their audiences across other media plans outside of apps savvy. And as campaigns goes on, we are able to continually optimize creative messaging towards the activities that are performing best, ultimately maximizing performance against an advertiser's KPI. So if sharing activities are a top performer, why not naturally connect with your consumer and deliver a 'sharing' messaging inside of your creative. We are in a great position to help brands break through the clutter, especially as activities become more prevalent and as media choices for consumers become more fragmented.”
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What’s Engagement eBook by InfiniGraph
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“In the B2B world I’m focused on the growth of and percent contribution of different communities surrounding our brand into our business. Communities for us are broad and include readers of our blog, Facebook, mobile application users, our free users, etc. I'm measuring the potential revenue impact (pipeline and weighted pipeline), time spent in each community, etc. I recognize this is less about 'pure engagement' however it's very appropriate and effective for a business like ours.”
Jascha Kaykas-Wolff Chief Marketing Officer, Startup Advisor Mindjet
“On twitter, assigning a relative value, that can change over time is the easiest. Ie. if a tweet mention is $ 5 then a forward worth $10 ect. Works the same for reputation management . A bad comment is values a-$ 50 ect. Then over time you see a trend and can give a dollar value, it is sort of a swag of the contribution. But it does give a dollar impact sense to the equation. Also usual a tiny URL, format allows you to track by campaign for even more granular data.”
Karen Kallet Chief Marketing Officer/Chief Digital Strategy Officer Kallet Communications Inc.
What’s Engagement eBook by InfiniGraph
“The top 3 KPI’s that are important for our very young and new content marketing strategy are # of engaged visitors to your site, our engagement on social media, and our overall brand awareness.” John Lee Dumas Founder EntrpreneurOnFire.com
“Right now we measure engagement a couple of different ways. 1. We've started getting more involved in Facebook marketing, and so we'll use
FB tools to help track our followers, the engagement levels and whether or not we're converting from Facebook to our site.
2. We recently installed the Disqusplugin on our site, which we use to monitor engagement/comments on our podcast show notes posts and blog posts
3. Google analytics (site visits, time on page, etc)
4. # of Downloads in iTunes While # of downloads has long been one of my top KPI’s for the business, now that I’ve hired a partner who is my community manager and content creator, our KPI’s have multiplied. I would say the top 3 KPI’s that are important for our very young and new content marketing strategy are # of engaged visiters to our site (people commenting on our posts and sharing our content), our engagement on social media, and our overall brand awareness.”
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What’s Engagement eBook by InfiniGraph
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Mikal Belicove Columnist & Contributing Writer & Blogger Entrepreneur, Forbes
Rebecca Foss Director of Social Media University of Maryland University College
“I'm significantly more interested and concerned with conversion than I am engagement. I view quality engagement as being a critical ingredient in quality conversion. Engagement is simply too easy to come by these days (it's more of a commodity than it used to be) for it carry singular weight.”
“Right now, I am looking at engagement as the metric I am most interested in. How often, how many times, etc. are people engaging with my brand. Followers, fans, are not as important, though still interested in gaining traction there. I would rather have 100 fully engaged fans than 10,000 that are not engaged.”
What’s Engagement eBook by InfiniGraph
“However, to gauge brand success, I reckon if it is measured in terms of exposure/reach, engagement, influence, action – they’d make good KPIs and give a decent measure. There are analytic tools that help measure the numbers of likes, comments, followers, RTs …” Amar Trivedi Director Keeping Madness Alive
“In reality, KPIs and measurement metrics would differ from campaign-to-campaign, depending entirely on variables like brand/ industry/ audience demographics/ message/ medium and desired response and end result. Those would be the obvious checkposts. However, to gauge brand success, I reckon if it is measured in terms of exposure/ reach, engagement, influence, action - they'd make good KPIs and give a decent measure. There are analytics tools that help measure the numbers of likes, comments, followers, RTs... BUT... The real measures of success/ key indicators would have to be in emotional terms. 1) "Advocacy". Think in terms of how many people are in your brand's corner. There's evena ter for it. It's called Net Promoter Score. (NPS) 2) Think Expressions. Not Impressions. Think Advocates. Not Analytics. That's where the difference lies. 3) The ultimate measure is Customer Relationships. Think quality of engagement. Having said all that, end of the day... the product is King. Queen. Prince & Princess. All the engagement, technological edge, marketing strategy and branding prowess means nothing if your product/ service does not sell, operations don't grow, if expansion does not occur, a marked increase in footprint, scale of business, rising stock/share price, brand value... the real hard numbers at the business and commerce end must add up. Or else, back to square one and re-draw the business charts, rethink your business model...”
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What’s Engagement eBook by InfiniGraph
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Richard White Founder, CEO UserVoice.com
Tariq Ahmad Social Business Manager IBM
“We really have two ways we think about this: community engagement (sharing content) vs user engagement (in-app, more concrete outcomes). We have a monthly "community report" that looks at the former and the latter are metrics we build into our own product to look at what channels are driving our in-app engagement (product feedback, support) and how those are connected with KPIs like NPS scores, revenue and account retention.”
“In terms of measuring, a few factors come to mind. One of them is reach (how many people/accounts is my message reaching). This shows engagement in a way that shows not necessarily more people looking at your content, but more of the RIGHT people viewing it. Conversation is another piece. Are brands responding to users via social media? If so, are they providing specific responses to individuals, or canned/generic responses? Engagement is key, but the right type of engagement is even better. Amplification is also important. How many people are sharing the message with their networks, how can the content grow by passing along to others, etc. Also, measuring brand engagement as a whole is not a single source; there are multiple ways to measure. Also, it is dependent on the industry. B2C companies will measure brand engagement differently than B2B companies. Each must find their own niche.”
What’s Engagement eBook by InfiniGraph
“I can tell you that measuring engagements is different based on the objective, strategy, and execution.” Davaughnu Banks Experienced Digital Strategy, Media, and Analytical Executive
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“I can tell you that measuring engagements is different based on the objective, strategy, and execution. Ultimately you are trying to get users to engage or become occupied with your brand in specific way. When you identify the channels and tactics you can be clear about your KPI (engagements). When I worked on Hilton we did an iAd (mobile/tablet) that serves a example of how we measured engagement. We provided beautiful photography of the properties and brief descriptions of the amenities within them. We also provided social functions to share and comment. This simple and clear execution created the engagement measures of users browsing the photos either by touch or via a compass using the iPhone accelerometer and additional engagement/KPIs through comments, posts, or sharing. The photo content was important to Hilton's marketing efforts because they wanted users to know that Hilton had great properties all around the world and their was a overall consistency with the brand. In addition, we identified for Hilton that their target audience uses smart phones significantly more than feature phones at that time which validated the strategy. From a competitive perspective we researched and found that no other competitor had used the mobile and tablet channel in this way. This helped drive the strategy of Hilton being thought of as tech-savvy and forward-thinking in the hospitality industry, which helped their desired goal of redefining their brand perception.”
What’s Engagement eBook by InfiniGraph
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Fabio Fabbi Founder, CEO MOVANTIA
Miguel Gonzalez Strategy Director Havas Worldwide Chicago, Havas Discovery
“In Italy brands are starting to measure engagement and there's one company called Blogmeter in this market. If Infinigraph wants to enter this country, I think it can do it starting from measuring the politicians (here very active on Twitter) with a publicity support. I have launched 6 months ago a Twitter interface for politics called "Nettocrazia" (nettocracy) with a good result. The same interface is under development for sports. But to become a sustainable business, it lacks of statistics.”
“For my B2B clients, the content marketing metric they most want to measure is acquisition. Leads are great, but they want to attribute sales to content. I've found that simple case studies about competitors' use of content and "inbound" marketing are sufficient at this point. My clients are interested in getting going because their "batch and blast" efforts against acquired lists are simply not returning quality leads and, ultimately, sales. Digital marketing was "new media" to them until the traditional channels started running out of gas.”
What’s Engagement eBook by InfiniGraph
“Counting metrics such as RT, Clicks, @Replies, Volume of posts, Favorites, etc., are, in my opinion, merely an indicator of brand activity.” Rich Taylor Founder & VP Director Marketing Communications at Marketing
“In my work with Clients I like to examine metrics in both quantitative and qualitative terms. The quantitative analysis includes three sets of key performance indicators: Social, Marketing and Business KPI's. Social KPI's encompass the activities you've identified, plus the growth in fans / followers. It also includes a sentiment analysis to examine whether the conversation taking place around the brand is positive (or negative) and aligned with the values and keywords the brand wants to (should be) known for. Marketing KPI's help us evaluate what these social engagements resulted in. Did the brand's website or retail stores see more traffic? Did they sell more specific products or services over the same time period? How many people participated in a specific sales promotion? Contest? Sweepstakes? Etc. Business KPI's tell us how the brand benefited from this overall engagement. Were they able to resolve customer complaints faster and more efficiently? Did sales and revenue increase? How many Fans / Followers can be tracked (via email) to being new customers? What's really interesting to me is that we know that the #1 reason most consumers engage with Brands via social media is to receive discounts or special promotions. Insider information and special access are a close second when it comes to reasons for liking or following a brand. Yet few brands actually use exclusive social media promotions, discounts and offers. In my opinion, the real measure of brand engagement from a content marketing perspective must be evaluated from a tracking study perspective.”
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What’s Engagement eBook by InfiniGraph
Jonathan Wright Managing Director, Owner Wright Holdings Pty Ltd
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Michael Stich Chief Growth Officer Rockfish Interactive
“Twitter is a unique medium to create open, dynamic communities. On What's Engagement, it's a whole discussion of a maturity model that starts with measuring everything you're doing, and tying it back to known business measures (awareness points, sales, equity measures, referrals, etc..). You can tie social behavioral data back to these more foundation measures through several methodologies (ecomm, store survey, etc..). There are several other less-traditional KPI's emerging, but they don't travel very far up the MGMT chain without translating back to known business measures.”
“Well for us it really is about building the brand awareness through the Internet ( www.learn2playmusic.com.au ) this is a rebuilt website where we are doing a lot of SEO work to capture our target market. I m also starting to work with Erik Gyzen so look at how we can get great engagement through our Facebook page and link this back to the website. We are at this stage a very local community focused business, and so looking to get engagement through the local schools and sporting organizations. The next step is to piggy back off some of the brands we carry in the retail store and we will carry in our soon to be launched online store. We will have links to and from the major suppliers. We will also do a slight rebranding for the online store with the site www.l2pmusiconline.com.au as we feel that having the Learn2... site would not draw musicians in to look for quality brands of instruments.”
What’s Engagement eBook by InfiniGraph
“We used proprietary databases and access to the platforms and products of our parters/competition with whom we worked and competed. ” Sunny Virmani Writer/Director and VO artist
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“In terms of tracking our brand as a whole, we (our business) did not do that as that was part of another team's effort. What we tracked was the brands people were consuming with regards to our products and content (songs, movies, etc.). For that, we used propietary databases and access to the platforms and products of our partners/competitors with whom we worked and competed. We were also launching new products with top tier global search and recommendation tools that allowed us to track the brands that were working well or not working well. There was a gentleman I met at a conference who spoke on some of the type of work relatable. He mentioned the impact of re-tweets, forwards, likes, recommendations, etc. and had a system he developed where he could track actual usage (where people were accessing the brand itself from within all that cyber noise) and he had an algorithm for the "clusters" he would then find and use as his source.”
What’s Engagement eBook by InfiniGraph
“I always put more emphasis and effort elsewhere in other networks. I generally only circle back to twitter and get active when I’m participating in some live event (race, concert, conference, etc.) ” Brett Bumeter, LLM New Attendee Ambassador New Media Expo
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“In general, I consider myself almost a poster child for doing things poorly on twitter. :) I've been on Twitter since 2007 and over the last five and a half years, I've attracted a little over 3k in followers. In general I attribute this to my general dislike of twitter as a medium. It has never felt like a social network that fits with the way I communicate effectively. I've always put more emphasis and effort elsewhere in other networks. I generally only circle back to twitter and get active when I'm participating in some live event (race, concert, conference, etc). In terms of brand management on twitter, again since it is not an area of comfort, I do very little work there for myself and very very little work on twitter for clients (largely as I have many many friends that are far more adept in this area than I am and it is not in my nature to jump in and do something if there is a more competent person that can do it better.) As a former accountant and financial analyst, I read the report and think, where do you get the budget and how do you measure the ROI. :) I do believe given the budget(paid time) I could learn to do a great deal more with Twitter myself, but have never found much ROI in Twitter that could be counted on to repeat itself. From a business perspective, this seems to amplify. Put the right very socially adept people on the job and pay them to get engaged and stay engaged, and I could envision a number of companies achieving positive results as measured by engagement. That then leads in to the trap of measuring the ROI from engagement. In this regard, I have too little experience or visibility to many businesses using this well.
What’s Engagement eBook by InfiniGraph
Having grown up in Illinois with many friends and family from Missouri (the show me state), I therefore find it difficult to envision the path to ROI as I see so few people navigating such a path on twitter. In the Forbes article, it mentions the engagement and subsequent benefit of getting a retweet from Justin Bieber with 36m followers, some of which are teenage girls, who might as a consequence become interested in NASA and get more involved in STEM careers (I had to look up the acronym). I read that and despite the fact that I would definitely like to see my daughters follow such a path (we have quite a few engineers in the family, I'm one of the odd ducks out). I think to myself, I cannot see Justin Bieber transferring his engagement and following over to NASA in a tangible way that might spark that interest in anyone (male or female). I see no cross over between Bieber and NASA. Nice that he retweeted something from them but what if anything does Bieber have to do with space or science or engineering? He's a text book example of a musician discovered via social media. If someday in the future, he were to write a space album, or do a music video or even act in a movie about space. I might see it. If he were to join the space program and go to the space station, I could definitely see it. I could even see it if he paid whatever the space tourist going rate is these days to go into orbit. But a casual retweet? I do not see it. Even more so, I do not see how it could be tracked 10-20 years from now where a survey might go out to engineering graduates for example asking them when they were first interested in STEM related careers.... Who and what are the odds that many women would say, oh it was a retweet by Justin Bieber from NASA? The timeline is long and the potential for a correlation seems doubtful. :) So in general, the skeptic in me is doubtful. I'm sure this is one of the big reasons why I have not had some of the twitter koolaid yet and also why my results with twitter or far from stellar, although I suspect probably average.” -Brett Bumeter, LLM
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What’s Engagement eBook by InfiniGraph
“Knowing your audience – what they desire, how they are motivated – will essentially drive engagement” Michele McConomy Vice President & US Innovation Services Leader Spigit
“When it comes to collaborative innovation and engagement particular to that exercise - it is really important to connect the type of innovation activity you are seeking to an audience that has a desire or interest to contribute. As Mark stated in his article - emotional connection drives high engagement. Knowing your audience - what they desire, how they are motivated - will essentially drive engagement so that you may tailor the messages and incentives to get the audience to engage in that activity. Measuring engagement is a broad term, so I tend to get a little more specific when working with organization on better understand the engagement levels and outcomes of it as such. Many times, organizations seek to look "under the covers" of engagement to see what demographics, organizations/business units, hierarchies, locations are playing a key role in driving engagement and how they are working together. I am actually publishing a blog on my site on this very topic next week. The title is "Looking Under the Hood of Engagement, Might be Surprised what you find". It really is about how does understanding the data behind engagement better enable organizations 1) to identify the passionate people and align to key priorities 2) to accelerate idea development through intelligent teaming 3) to develop social networks to dismantle the physical walls of a global enterprise Many times I work with leadership teams to develop an innovation scorecard that always has an engagement measurement component. Many of the measures we include on scorecards aim to measure how we are breaking down the walls inside the organization. Being able to bring the right and best people together quickly, no matter the location, organization, title, etc... all is important to enable the enterprise to innovate.”
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What’s Engagement eBook by InfiniGraph
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What’s Engagement eBook by InfiniGraph
