Engagement: What and How: Engagement: What and How “The conventional definition of management is getting work done through people, but real management is developing people through work.” - Agha Hasan Abedi “A lot of marketers call the Internet an “attention economy. They think that attention means intention. But it doesn’t. The reality is, people don’t go online to give attention, but to get it.” - Esther Dyson PowerPoint Presentation: You’ve built the platform PowerPoint Presentation: You’ve got the people Now what: Now what PowerPoint Presentation: The traditional way to create an impact relies on a linear model, based on measures like reach and frequency. In the new and changed model, companies are forced to think non-linearly and multi-dimensionally. The alternative to traditional measures is a new concept called Engagement PowerPoint Presentation: Engagement is a measure of a person’s activity after he joins a certain online platform. It indicates a sense of involvement. If a user is involved, he would: keep coming back spend a lot of time talk to other people using the platform be more likely to recommend the platform to others What is Engagement PowerPoint Presentation: Ultimately, Engagement measures peoples’ real thoughts and feelings about brands Engagement lies in the minds of the customer It tries to measure something inherently qualitative Can’t be standardized across different web platforms PowerPoint Presentation: INTEREST INTIMACY INTERACTION INFLUENCE Site visits Time Spent Pages Viewed Content views Groups Joined View Questions Content forwarded to friends Word of mouth referrals Active participation on groups Writing references Engagement Levels *framework adapted from Forrester Research Web Analytics What To Track How to Track Browsing patterns Activity Trail Influencing activities PowerPoint Presentation: Engagement Types What impacts Engagement: What impacts Engagement 1. Strategic Issues: Why do I exist? What space do I operate in? How do I position myself in this space? What do I know about my target group(s)? What impacts Engagement: What impacts Engagement 2. Fundamental Value Proposition: What is the fundamental value I offer to my target group(s)? Does this represent a competitive advantage over other alternatives? How am I translating this value proposition into broad product functionalities? Is there a logical gap there? What impacts Engagement: What impacts Engagement 3. Product Design: How am I organizing my functionalities into a product design that translates my vision and its potential value into compelling perceived benefits? Am I being customer centric in my design? Am I highlighting the right things? Is the layout and content organization encouraging people to engage with the platform? What impacts Engagement: What impacts Engagement 4. Community Management: Given that my basic value proposition is in place, and reflects in the product design, what is stopping people from interacting with my product? What specific actions (related to each product feature) can improve likelihood of users being engaged? It depends!: It depends! On type of platform: transactional vs. social On customer segments: geographical, gender, age or psychographic On maturity level: time since inception Reasons for Low Engagement: Reasons for Low Engagement Whether you are a transactional or a social platform, there is one fundamental reason why you will have low engagement: People are not finding enough ways to meet their needs on your platform. Reasons for Low Engagement: Reasons for Low Engagement With that in mind, an analysis can be done into the root causes of low engagement. For example: For ex., if the problem is in Recall (repeat visits) , it means one of two things: The need that is associated with your platform does not arise very often The need arises quite frequently, but the users don’t associate that need with your product Purpose > Engagement: Purpose > Engagement Engagement is a measurement, and investigations into it have to be preceded by an inquiry into what you are trying to accomplish, and the perceived value of your web platform.