clarke de pastino | the 10 golden rules of engagement

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Ipsos SMX The 10 Golden Rules of Engagement Join the conversation @ipsosSMX #10GoldenRules #CM1TO

What is Engagement?

30 OVERUSED BUZZWORDS IN

DIGITAL MARKETING

91% of Generation C consumers regularly engage with brands online.

“the only sustainable competitive advantage is knowledge of and engagement with customers.” - David M. Cooperstein

The symbol of ones commitment

“emotional involvement or commitment.” – Webster's

“a spectrum of consumer advertising activities and experiences - cognitive, emotional and physical – that will have a positive impact on the brand.” – ANA, 4A’s, IAB

“Online Consumer actions, including likes, shares and comments” – Mashable

“Strategies brands use to foster relationships, and the resulting analytics” -Mashable

“Engagement is actually really hard to define, even though everyone talks about it.”

“Do to others what you want them to do to you”

em·pa·thy /ˈempəәTHē/

noun

The ability to understand and share the feelings of another.

10 GOLDEN RULES OF

ENGAGEMENT

DEMONSTRATE AND DELIVER

VALUE

Successfully motivating customer engagement requires you to appeal to the customers’ self-interest.

“If I was a member what could this

message offer me that would make me want to open it, read this copy, click this link, and participate?”

Ipsos SMX

BUILD  RELATIONSHIPS!

“customer insight yields more intimate relationships, which in turn accelerates additional insight. Across industries, we see this leading to higher profitability, deeper share-of-wallet relationships, and stronger market values.” - Welcome to the Human Era

“We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.” – Jeff Bezos, CEO Amazon

“Our vision is to build 1:1 relationships in real-time with every person in the world!” – Marc Pritchard, CMO P&G

Rebecca & Clarke

Jude, Luke & Layla My Garden Branzino! Warriors 2013

BE

TRANSPARENT  

What’s your favorite

VODKA?

Mercedes-Benz and Skyy Vodka were the title sponsors of the Sex in the City movie. This promotion was so successful that we wanted to explore other partnerships...

What’s your favorite

VODKA?

INVOLVE  THE  

BRAND  

Richard Branson @richardbranson

Thanks for answering my question. I

couldn’t believe my email when it said Richard Branson :)

SHOW... IMPACT

Many of you have asked, “Where did my Iced

Lemon Pound Cake go?”

Well, your message has been heard,

and we have responded.

RECOGNIZE  AND  REWARD  

“In the future, everyone will be world-famous for 15 minutes.” - Andy Warhol

Congrats to our Friends and Family Contest winners Bjorn,

Ken and Marc.

WRITE ENGAGING

CONTENT

COMMUNICATE REGULARL

Y

“(mobile) provides the consumer with options in terms of how they communicate back to us. If they can’t put it into words, they can take a picture or a video and send it instead.” - Jeanine Bassett, VP Global Consumer Insights General Mills

REFRESH THE MEMBER

BASE

Private Research Community

Responders

Contributors

Visitors

Total Member Base

Participate socially, commenting, sharing photos, relationship building

Participate privately, taking surveys, “liking” other members posts

Anonymously read content

Do nothing

Inactive

Ipsos SMX

MODERATE CLOSELY

UPS delivery service are just crap GRRRRRRRRRR #customerservice @UPS

@samfreeman Oh no! What happened? Please take a moment to email us at twitter@ups.com so we can help you.

We'd be more than happy to look into your

experience further Tim…

Yay! You fixed it!...Thank you so much!

10 GOLDEN RULES OF

ENGAGEMENT

T H A N K Y O U

Clarke  De  Pas7no  Vice  President  Clarke.DePas7no@Ipsos.com