Consumer Engagement:What Does It Mean?
Consumer Engagement:Consumer Engagement:What Does it Mean?What Does it Mean?
Framing Framing Keynote:Keynote:
Bob DeSenaBob DeSena, CEO, CEOEngagement Marketing GroupEngagement Marketing Group
Research Research PerspectivePerspective::
Ken WollenbergKen Wollenberg, EVP, EVPSimmons Integrated Marketing SolutionsSimmons Integrated Marketing Solutions
Agency POV:Agency POV: Kate Sirkin, Kate Sirkin, EVPEVP& Global Research Director & Global Research Director MediaVest GroupMediaVest Group
Bob Bob DeSenaDeSena
Engagement Engagement Marketing Marketing
GroupGroup
Framing KeynoteFraming Keynote
en gaj
Bob DeSenaEngagement Marketing Group
May 22, 2006
to attract and hold fast
(NOT ENGAGING)
(POSSIBLY ENGAGING)
(ENGAGING)
Engagement Agenda– Background– What is it and why is it
important?– How do I engage?– What should I be doing?– What changes are required?– Summary
Background
– Fragmentation of Media– Consumer Choice– Consumer Control
(NOT ENGAGING)
Background: Beyond ClichéFundamental Change Implication
• Democratization of content
• Transfer of creative power
• Wal-Mart • Transfer of pricing power and power over marketing information
• Fragmentation of media • cpM to cpMt, cps
• Consumer Choice, Control
• Organize around consumer
• Passive to Active • Send to insure received, See to Do — Talk, Listen, Engage
Background: Beyond Cliché
– Awkward age in evolution of marketing and media
– Mass to targeted to personal communication
Engagement Defined
• A measurement of involvement with a marketing communication
Engagement Defined
• A measurement of involvement with a marketing communication– Scale– Activation– Response
Engagement Defined
• A measurement of involvement with a marketing communication– Scale– Activation– Response
• “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.” (MI4 Committee)
Engagement Understood
– Strategic recognition of what has happened in the consumer market
– And a commitment to meet the changing needs/demands of the “ME” consumer
– New Model:•Brand + Direct + Digital•Marketing Directly
How Do I Engage?• Commit (You’re already an expert)1. Understand WHO2. Understand WHERE3. Understand HOW to use unique
characteristics, attributes of active channels
4. Insure you listen to what was said, analyze, use feedback to refine 1 above, optimize 2, 3
What Can I Do?
• Take a direct marketer to lunch
What Can I Do?
• Take a direct marketer to lunch• Think about the bigger picture
from your own core competence and skill set
What Can I Do?
• Take a direct marketer to lunch• Think about the bigger picture
from your own core competence and skill set
• Write and publish your thoughts
What Can I Do?
• Take a direct marketer to lunch• Think about the bigger picture
from your own core competence and skill set
• Write and publish your thoughts• Do it. Test. Act. Move the
discipline forward
What Can I Do?• Take a direct marketer to lunch• Think about the bigger picture from
your own core competence and skill set• Write and publish your thoughts• Do it. Test. Act. Move the discipline
forward• “Listen to the data.” Add your
perspective
What Can I Do?• Take a direct marketer to lunch• Think about the bigger picture from
your own core competence and skill set• Write and publish your thoughts• Do it. Test. Act. Move the discipline
forward• “Listen to the data.” Add your
perspective• Do #1 again
Requirements
– New skill sets• Direct• Brand• Digital
– Organizational change– Incentives that match goals
Summary
– Things changed. Marketing model, metrics have not
– Engagement is a requirement for effectiveness in a permission-based, active consumer market
– You know how to do this– Change creates opportunity
THANK YOU
Engagement Marketing Group
Ken Ken WollenbergWollenberg
SimmonsSimmons
Research PerspectiveResearch Perspective
Engagement from a Research Perspective…
May 22, 2006
A Presentation to the iMedia Summit
The Voice of the American Consumer 2
Engagement . . .
“Engagement is all about making it relevant to the consumer.”
- James Speros, CMO, Ernst & Young
The Voice of the American Consumer 3
Engagement from a Research Perspective
Engagement is a multi-dimensional concept…
…It is the ability of the brand and the brand/media environment to meaningfully connect with the consumer.
Simply Counting Eyeballs is no Longer Enough!
The Voice of the American Consumer 4
Objectives
Simply put…
Create a metric for:
• Planning, Buying & Selling that goes beyond a simple measure of age/sex and click streams
The Voice of the American Consumer 5
Objectives
• Create ratings of cognitive, behavioral and emotional involvement
• Validate that engagement translates into a positive halo effect for brand advertising
• Examine inter- and intra-media channel synergies
• Enable users to identify brand attributes that resonate with ‘engaged’ consumers
The Voice of the American Consumer 6
*Also reported for major demographic groups
2.0
2.3
2.5
2.8
3.0
3.3
3.5
3.8
4.0
Sco
re
AOL.com MSN.com
Q4 2005 Site Signature Analysis
Tier 1 Deliverable (illustrative)
The Voice of the American Consumer 7
*Also reported for major demographic groups
Tier 1 Deliverable (illustrative)
2.0
2.3
2.5
2.8
3.0
3.3
3.5
3.8
4.0
Sco
re
The Today Show MSN.com
Q4 2005 Brand Signature Analysis
The Voice of the American Consumer 8
*Also reported for major demographic groups
Tier 1 Deliverable (illustrative)
3.0
3.3
3.5
3.8
Q4 2005 Q1 2006 Q2 2006 Q3 2006
Overa
ll E
ng
ag
em
en
t S
co
re
Expedia.com Travel + LeisureThe Travel Channel
Category Signature Analysis
The Voice of the American Consumer 9
*Also reported for major demographic groups
Tier 1 Deliverable (illustrative)
2.8
2.9
3.0
3.1
3.2
3.3
3.4
3.5
Sco
re
ESPN.com ESPN net ESPN mag
Multi-Channel Signature Analysis
The Voice of the American Consumer 10
Engagement Study Features
• Multi-media measurement system
– Television, Print, Internet
• Depth and breadth of system
– Program, Magazine, Web Site specific
• English and Spanish-language dominant audiences
The Voice of the American Consumer 11
Engagement Study Features
• Syndicated platform
• Linkage to Simmons National Consumer Survey behavioral and lifestyle data
• Distributed within existing marketplace analysis and delivery systems
The Voice of the American Consumer 12
Engagement Dimensions(illustrative list)
• OVERALL ENGAGEMENT
– Trust
– Discovery
– Personal Timeout
– Relationship Building
– Critical images
– Ad Receptivity
A global set of involvement dimensions will be measured across media channels:
• Television
• Internet
The Voice of the American Consumer 13
Engagement Dimensions(illustrative list)
TELEVISION
• Personal relevance
• Mood
• Interactivity
• Personal relationship
• Network/program advertising
coherency
• Special Content
• Visual Impact
• Bonding to a community
• Entertainment/ relaxation
• Educative and Informative
• Ad Congruity
INTERNET
• Near and Dear
• Inspiring and Personal
• Ease of Navigation
• Treat!
• Social belonging
There are also media-specific dimensions measured:
The Voice of the American Consumer 14
Engagement Measurement . . . Multi-Media
• Broadcast/Cable
– 600 programs
• Magazines by title
– 150 top ranked
– Hard copy/on-line readership
• Web sites
– 150 top consumer sites
The Voice of the American Consumer 15
Methodology
• Sample frame = Adults 18+
• Dual data collection methodology– Online/Telephone interviews
• Continuous survey deployment
• Quarterly reporting– 11,500 interviews quarterly– 125-150 evaluations per vehicle
The Voice of the American Consumer 16
Engagement Deliverables:
*Also reported for major demographic groups
The Voice of the American Consumer 17
Deliverables/Subscription Levels• Tier 1: Engagement Rankings
– Summary tables ranking media vehicles on overall and individual engagement factors
– Delivered quarterly – Subscription available per media
channel study
– NCS base license not required
The Voice of the American Consumer 18
*Also reported for major demographic groups
Tier 1 Deliverable (illustrative)
The Voice of the American Consumer 19
*Also reported for major demographic groups
Tier 1 Deliverable (illustrative)
The Voice of the American Consumer 20
Tier 1 Deliverable (illustrative)
*Indexed against the All Internet Average for each reporting quarter.*Also reported for major demographic groups
The Voice of the American Consumer 21
Deliverables
• Tier 2: Engagement Rankings Linked to NCS product usage/attitudinal profiles
– Overall engagement and sub-dimensions linked
– Utilizing Simmons data integration techniques
– Delivered for each 12-Month NCS Spring/Fall release
– Access to data requires a base NCS license
The Voice of the American Consumer 22
Tier 2 Deliverable: Link to NCS (illustrative)
Enables Users to Create a Robust Demographic and Attitudinal Profile of Each Engagement Metric:
Engaged Yahoo.com Users*:
Descriptor IndexWomen 18-34 212No kids 184Full-Time Employee 162HHI $35-$49K 135Occupation: Prof 128
Engaged Yahoo.com Users*:
Descriptor IndexEarly Adopter 305Internet Involved 236Informed Consumer 189Instant Gratification 177Ad Receptive 140
*Top 2 Box Score on a scale of 1 to 5 where ‘1’ is “less engaged” and ‘5’ is “highly engaged”
The Voice of the American Consumer 23
Tier 2 Deliverable: Link to NCS (illustrative)
Identify Top Brands Among Engaged Yahoo! Visitors:
Engaged Yahoo.com Users*:
Automobiles IndexHonda 225Subaru 201Acura 178Jeep 164Saturn 158
Engaged Yahoo.com Users*:
Cereal IndexApple Jacks 148Grape Nuts 138Oatmeal Crisp 127Cocoa Puffs 125Froot Loops 118
*Top 2 Box Score on a scale of 1 to 5 where ‘1’ is “less engaged” and ‘5’ is “highly engaged”
The Voice of the American Consumer 24
Deliverables/Subscription Levels
• Tier 3: Advanced Applications
– Research executed online
– Recontact of original sample or new samples drawn
– Stand-alone deliverables or linkage back to syndicated
– Pricing on ad hoc basis
The Voice of the American Consumer 25
Tier 3 Deliverable: Advanced (illustrative)Track Engagement on a Day-by-Day Basis to Measure the Impact of Content on Engagement:
8/28/06 8/29/06 8/30/06
Engagement: 3.5 Engagement: 3.3 Engagement: 4.0
Q4 2005 Engagement Score for AIM Today was 3.4:
The Voice of the American Consumer 26
Development Timeline
• R&D
– Pre-Testing
• Data Analysis, Model Development
• Preliminary Deliverables
• Full Study Launch
• 2Q06
• Spring/Summer 2006
• July/August 2006
• September 2006
Engagement from a Research Perspective…
May 22, 2006
A Presentation to the iMedia Summit
Kate Kate SirkinSirkin
MediaVest MediaVest GroupGroup
Agency POVAgency POV
Consumer EngagementConsumer EngagementPanel DiscussionPanel Discussion
Bob DeSenaBob DeSenaEngagement Engagement
MarketingMarketing
Ken WollenbergKen WollenbergSimmonsSimmons
Kate SirkinKate SirkinMediaVestMediaVest
Moderated by:Moderated by:
Doug WeaverDoug WeaverUpstream GroupUpstream Group
Break Out SessionBreak Out Session
Agency/Client/PublisherAgency/Client/PublisherRelationshipsRelationships
Some Assumptions…Some Assumptions…1.1. The Agency & the Publisher/Seller Both Want The Agency & the Publisher/Seller Both Want
to Bring the Client Impactful, Strategic Ideasto Bring the Client Impactful, Strategic Ideas2.2. There Is Some Inherent Tension in The There Is Some Inherent Tension in The
RelationshipRelationship3.3. Both Parties Would Like to Come Up With A Both Parties Would Like to Come Up With A
Model for Real Strategic CooperationModel for Real Strategic Cooperation4.4. A Set of Best Practices and Rules-of-Thumb A Set of Best Practices and Rules-of-Thumb
Would Help Govern These Relationships and Would Help Govern These Relationships and Improve Performance and Yield on both sidesImprove Performance and Yield on both sides
We’re all in the business of ideas, but We’re all in the business of ideas, but profitable, successful ideas don’t get profitable, successful ideas don’t get
realized often enough. realized often enough.
What’s the What’s the single biggest process single biggest process issueissue in the agency/seller relationship in the agency/seller relationship
that that stands in the waystands in the way of of idea generation? idea generation?
Issue One: Issue One:
Seller organizations want access Seller organizations want access to clients for many reasons. to clients for many reasons.
Give us three common sense rules Give us three common sense rules for them to follow in pursuing those for them to follow in pursuing those
client relationships so that they won’t client relationships so that they won’t destroy the agency relationship. destroy the agency relationship.
Issue Two: Issue Two:
The RFP is a staple of our short business cycle, but is it really a good vehicle for exchanging
creative ideas?
Issue Three: Issue Three:
Many sales organizations would love to have higher level relationships
with high level agency executives – media directors, AMD’s, agency
presidents, and so on. What’s the right strategy for creating and fostering those relationships?
Issue Four: Issue Four:
One thing sales and agency executives share is a common
focus on profitability. I’d like each of you to finish this sentence: “Agencies (or Sellers)
would help me make my business a lot more profitable if they would…”
Issue Five: Issue Five:
Pick an agency relationship (or a seller relationship) in which spending has
increased dramatically and consistently over the past three years.
Without saying who it is, please offer up several adjectives that describe the character of the relationship.
Issue Six: Issue Six:
In all relationships, things can go wrong. In overcoming adversity (a major error on a campaign; a budget cut that really hurts
the publisher’s bottom line; missed creative deadlines; political disagreement)
what are some of the best practices?
How can you fix a problem without damaging the relationship?
Issue Seven: Issue Seven: