What is engagement? What does it really mean in marketing? How should we measure it? What tactics can we employ to help enhance it?
Those are exactly the questions Keith Wiegold and I try to tackle in our latest white paper – Engagement: Understanding It, Achieving It, Measuring It.
In this white paper we:
- Define Engagement and what it means for your customers and your efforts
- Recognize Engagement as a strategy that serves to achieve specific marketing objectives
- Work to uncover the dynamics of measuring Engagement
- Discuss a variety of social media and content marketing practices that maximize Engagement
The rationale for the white paper is summed up nicely with Keith’s comments:
Everyone is talking about engagement, but we were hard pressed to find a source that put a stake in the ground and said ‘this is what engagement really means, this is how it strategically impacts marketing goals, and this is how you can measure it,’ let alone achieve it”. This white paper tackles all of this, plus provides some great tactical thoughts on how to ensure customer engagement.
I believe you’ll find some excellent information that will help to position the role and importance of engagement in your own organization (as well as some wicked charts you’ll love). AND, this white paper is GATE-FREE…meaning no sign-up required. In exchange, all we ask is that, if you like it, please share it with a friend or colleague. Download the engagement white paper here.
To see the ZMAGS version, click here.
Enjoy!
5 Comments
Awesome whitepaper! It’s a tough topic. Measurement makes it harder but well worth the effort. Well researched and written. You not only preach, but practice it as well. Thanks for the great work.
Joe – fantastic whitepaper. Found this very useful.
Thanks so much for making it available.
John
Good post, Joe. I also wrote about how the Discovery Channel show, Dirty Jobs, does a great job of engaging its audience. Check out the blog if you want to see how Mike Rowe gives a lesson on humility, customer appreciation and product innovation.
http://bit.ly/cKNkFt
Great stuff. Love the resource you have provided us with.
Like your collection of engagement definitions on page 5. Very helpful how you broke your definition into its core elements and set a framework around multiple communications channels.
The definition of engagement/influence that I have been researching is Influence = Trust+Expertise+Attention at http://www.thinkingoutloud.com/eg_ventures/2009/09/the-engagement-influence-equation.html
ShareThis has also been doing some interesting data-driven work in the area of influence and engagement that you might find interesting in your work. One of their posts: http://blog.sharethis.com/2010/03/02/influence-data-sharing-data/