Brand Engagement Online: Marketing Myth or Nirvana? Jan, 2007

1. Brand Engagement Online:
Marketing Myth or Nirvana?
Robin Gurney, Jan 2007

2. 21st Century Marketing
“If the 20th century was about ‘interruption’
then the 21st will almost definitely be
about ‘engagement’”.
Alan Moore, SMLXL

3. 3 Types of Engagement
» A consumer’s involvement with specific
advertising - ”communication engagement“
» A consumer’s overall attitude and response to
advertising - ”media engagement“
» The nature of a consumer’s relationship with
a brand - ”brand engagement“

4. The Revolution Might be Blogged
or Podcast..but Televised? Pah!
“I suspect that many of you in this room
did the same as me, quietly hoping that
thing called the digital revolution would
just limp along.
Well, it hasn’t. It won’t”
Rupert Murdoch

5. TV is a Waste of Money
“Most TV advertising is a waste of money
and has become little more than
promotion.......
Many marketing professionals are
clueless about how effective their
strategies really are.”
Philip Kotler

6. The Attention Continuum
“The number of brands competing for consumer
attention has exploded and consumers have
changed dramatically.
They show increasing lack of tolerance for
marketing that is irrelevant to their lives or
that is unsolicited.
Traditional marketing methods are
overwhelmed by technology and often
deliberately ignored.”
Jim Stengel, Procter & Gamble

7. Just “Doing Stuff” is not Enough
» “The internet is not media.
» It’s a multitude of media owned by the
people who use it.
» You have to have a philosophical
approach to using it.
» Doing stuff is not engaging with people.
» Just doing stuff will not engage people.“
John Hegarty, Chairman & Worldwide Creative Director, BBH

8. “The Internet is an Opportunity
» .... to rebuild individual connections.
» The internet is the return of conversation,
dialogue.
» Print and TV dampened that dialogue.
» The internet encourages conversation,
engagement, listening.
» Marketers must start this conversation but
must not fully expect to control it.”
Niall FitzGerald KBE, Chairman, Reuters

9. Engagement Marketing on
Portals?
» Do NOT bomb people with advertising
messages. Instead we should build.....
1. Relevancy: we need to understand where
our consumers are and what they’re “on”.
2. Interaction: for unique experiences.
3. Relationships: fun, educational.
The goal is a network of opportunities.
David Pugh-Jones, Rich Media Strategist, MSN

10. TV was a family event

11. Engagement Marketing is Old
When TV was an
untested medium it
was “I love Lucy”
and “Texaco Star
Theatre” that
engaged the US
audiences and that
attracted the first
advertiser
investment in TV

12. Marketers Follow Engagement
» Reality Shows
» Celebrity Dancing
» Skiing & Athletics
» Extreme sports
» Fashion Shows
etc etc etc.
» No suprises there.

13. Engagement Definitions
» Mine:
1. The value created through awareness and
participation. It can be positive or negative.
2. The creation of fulfilling experiences that
encourage interaction and nudge people along a
path towards consumption, loyalty and referral.
» Official:
• “Engagement is turning on a prospect to a brand
idea enhanced by the surrounding context.”
ARF, AAAA, ANA

14. 2 Weeks Without the NET?
Would You do it?
» 2 weeks without the NET » IMPLICATION
and keep notes » Quantifying usage is not
» Recruitment was tough. enough - too simplistic.
Psychological ties and behaviour of
48% said “no way” online consumers shows this.
» Withdrawal symptoms » Engagement is
» “Feelings of being fundamental to
disconnected” understanding the
relationships between
consumers and the
channel
Yahoo and OMD Study

15. What did They Miss?
Internet as Security Blanket
» 'The Internet has become a major part of my life. Every day of
life without the Internet is frustrating.'
» 'We couldn't plan a weekend getaway.'
A 21st Century Social Network
» “I haven't talked to people I usually talk to and have been
tempted to go on instant-messenger because I feel out of the
loop”
» 'I'm starting to miss emailing my friends - I feel out of the loop,'
Internet in the Workplace
» 'I miss the private space the Internet creates for me at work.'
» 'I've been taking physical breaks instead of online breaks at
work. The difference is that I can't get right back into what I was
doing,'

16. And on Your Desert Island?

17. Engagement is Important.
The Internet is Engaging
So how can we develop the brand
as online relationship?

18. 4 Es
You have an opportunity to:
» ENGAGE your customers
» EXPERIENCE your product or service
» ENHANCE your relationships
» more EMOTIONALLY than with
traditional advertising
SMLXL

19. To Succeed You will Need
» CONTENT (rich, unique)
» CONNECTIVITY (multiple touchpoints)
» COMMUNITY (multi-way dialogue)
» And, of course, COMMERCE
(transactions)
Adapted from SMLXL material

20. Rules of Online Engagement
» Reach. Important
» Frequency. Balanced. Don’t overdo it.
» Cost. Efficiency.
» Interactivity. Yes Please ☺
» Duration (time). NO averages.

21. Ten Commandments Of Online
Engagement
1) Respect the user
2) Content is king
3) Be irreverent
4) It’s a private conversation
5) It’s not a joke
6) Change your creative department
7) Tomorrow will be different
8) Learn on the go
9) Complexity vs Consistency
10) Technoawareness
Slightly adapted from a list by
John Hegarty, Chairman & Worldwide Creative Director, BBH

22. Place, Involve, Empower, Measure
» “Advertisers need to be active where social
engagement is happening online and offline.
» They should create opportunities that mesh
their brand with the target user’s lifestyle.
» They should give consumers tools that
empower brand ambassadors to
communicate “their” brand to others.
» They should measure and compare the
effectiveness of online v offline”
Robin Gurney

23. Online Engagement:
Why is it so Hard to Define and Measure ?
» Diverse goals
» Fixation on exposure
» TV legacy
» Proof of response /action
» Affinity v Engagement

24. Measuring Online Engagement
» PWOM and NWOM in blogs, fora etc.
» Links inbound
» Frequency & depth of visits /interactions
» Search data (internal and external)
» Check Web Analytics Association
www.webanalyticsassociation.org/en/art/?102
» Use Google Analytics (Doh! It’s FREE)

25. Engagement Measurement Model ?
(ARF)
(Engagement [of Brand Idea & Media Context] + Trust [of Brand & Medium])
x Targeted Contacts = Brand Impact
Problem: This needs quantitative measures of behaviour and emotion

26. The Internet has a Greater Effect
on Brand Engagement than Any
Other Medium !!!!
» Brand’s own ads contribute 15% to brand
engagement.
» Within this, the study found that the internet
contributed an average of 39.8% of the
advertising effect, but as much as 64.7% in
the case of one manufacturer’s campaign.
» Press advertising 36.7%
» TV 17.6%
» Outdoor 4.1%
From IAB Brand Engagement Study, 2006

27. Thanks also to the
websites of SMLXL, IAB,
ARF, e-consultancy and
Suur Tänu ☺ others who provided
invaluable bits and pieces
Real Beauty
www.clickz.com/showPage.html?page=3623811
Engage Conference 2006 Blog
http://uk.blog.360.yahoo.com/engageblogger2006?l=
1&u=5&mx=26&lmt=5
IAB Brand Engagement Study
www.iabuk.net/en/1/iabknowledgebankadeffectbrandengagementguide.html
+
Advertising Research Foundation has an
initiative called MI4
http://www.thearf.org/councils/experiential.html

28. And don’t forget
aeg eksperimenteerida™