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Engagement

Page history last edited by Connie Bensen 15 years, 10 months ago

 

Engagement

Web 2.0 in the Enterprise
  1. How are you incorporating Web 2.0 technologies to encourage team collaboration on projects? If so, what departments does this impact the most & how is that mitigated?
  2. What types of applications are you using? Does your IT support them or outside vendors?

  3. If you've been using collaboration tools like wikis & blogs internally, what types of internal community building have resulted?

  4. Do you feel that these efforts have built brand internally & increased employee's contributions of ideas? Are these ideas being voted on, reviewed & implemented?

 

Brand Monitoring & Support

  1. Does your company regularly monitor your brand online with tools like Radian6, Buzz Metrics,  Umbria, TNS (Cymfony), or Buzzlogic?
  2. Has this helped you find and communicate with natural promoters & influencers of your brand?
  3. Has this helped in regard to identifying negative brand commentary at an early stage? If so how has this helped build brand by providing a fast response? 
  4. If you are monitoring brand do you have a crisis response plan?         
  5. Do different departments or brands within the organization use their own metrics to measure engagement?

 

Engagement of Influencers & Advocates

  1. Have you designated a specific number of users within your social media solution as “insiders?” Do you deem them as influentials and leak information to them early to distribute new offers or services. What interactions do you have with them & how is it facilitated?
  2. What do you do with persons who are negatively engaged in your brand on a social technology you host? What is the risk of not allowing negativity?
  3. How do you scale engagement?
  4. What risks do you see in engaging with customers that are your brand advocates?
  5. What benefits do you see in engaging with them?

 

Measurement

  1. Engagement seems to be the new thing in marketing currently and is hard to measure. What metrics do you have in place to measure engagement?
  2. Engagement metrics are not standardized like net promoter scores. Does this cause grief for those reviewing social media technology metrics?
  3. How do you measure & place a value on increased brand awareness, loyalty & positive word of mouth? 

 


"The goal isn’t to roam around on social networks hand-picking friends. Instead, get involved with communities of interest, and grow these experiences and relationships BEFORE you need them."

 

 

Chris Brogan, ChangeThis, Trust Economies:

Investigations into the New ROI of the Web

 


 Brian Haven - Forrester Research. 

"The four components of engagement are:

Involvement—Includes web analytics like site traffic, page views, time spent, etc. This essentially is the component that measures if a person is present.

Interaction—This component addresses the more robust actions people take, such as buying a product, requesting a catalog, signing up for an email, posting a comment on a blog, uploading a photo or video, etc. These metrics come from e-commerce or social media platforms.

Intimacy—The sentiment or affinity that a person exhibits in the things they say or the actions they take, such as the meaning behind a blog post or comment, a product review, etc. Services such as brand monitoring help track these types of conversations.

Influence—Addresses the likelihood that a person will recommend your product or service to someone else. It can manifest itself through brand loyalty or through recommendations to friends, family, or acquaintances. These metrics mostly come from surveys (both qualitative and quantitative)."

 

http://blogs.forrester.com/marketing/2007/08/new-research-on.html

 


Expect $4.6 Billion In Spending By 2013 As Large Companies Embrace Web 2.0

Oliver Young - Forrester Research

 

Many of the marketers Forrester speaks with have reported that tools like blogs, social networks, and RSS render most traditional marketing metrics useless. Forrester believes that marketers  need to use a new approach to understanding customers and prospects — engagement — that encompasses the quantitative metrics of site visits and transactions, the qualitative metrics of brand awareness and loyalty, and the fuzzy areas in the middle, which are best characterized by social media.14 Until new best practices in measurement emerge, we expect many marketers to be more timid and struggle to justify larger investments, keeping average expenditure on Web 2.0 tools down.”

 

http://www.forrester.com/rb/analyst/g.oliver_young

http://kmlearning.blogspot.com/2008/04/expect-46-billion-in-spending-by-2013.html

 


Top 10 Reasons for Monitoring Brands in Social Media

Monitor for the complaint, the compliment, the expressed need, the competitor, the crowd, the influencer, the crisis, the ROI, the audit, the thread (bridging social media formats).

 

Web 2.0 in the Enterprise   overview of Forrester webinar by Connie Bensen

 

Slideshow on Incorporating Web 2.0 in the Enterprise by David Carter, CTO of AwarenessNetworks.com

 

 

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