clarke de pastino | the 10 golden rules of engagement
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| IPSOS SMX |
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 [email protected] 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
