Breaking up with "Engagement"
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Transcript of Breaking up with "Engagement"
ENGAGEMENGAGEMENTENT
YOU KEEP USING THIS TERM BUT I DO YOU KEEP USING THIS TERM BUT I DO NOT THINK YOU ARE MEASURING NOT THINK YOU ARE MEASURING
WHAT YOU THINK WHAT YOU THINK YOU ARE MEASURINGYOU ARE MEASURING
Lack of real strategy is a big issue
Diagram by Mike Arauz
Take a photo. Upload via our app. Send it to five friends. Like us on Facebook. Retweet our retweet of your pic. Subscribe to our blog. Get your mum to like us too. Pin our product shot. Download our ringtone. Forward this email. Blah. Blah. Blah. What does any of this REALLY do for your business?
The emperor we The emperor we call, call, ““EngagementEngagement”” is is stark, b***ck stark, b***ck naked!naked!
Its not a real metric!Its not a real metric!
It keeps our attention on the short term
“Campaigns that are set hard objectives are generally more successful than those working only to intermediate
consumer response targets”Les Binet & Peter Field, IPA Databank Analysis
Smart chaps
50%11%
The effectiveness rate of campaigns that set hard objectives
The success rate of campaigns that set soft, intermediate objectives
Les Binet & Peter Field, IPA Databank Analysis
Digital landfill
“The involvement of most brands in the social media lives of the public remains clumsy, inept and disrespectful”
Richard HuntingdonDirector of Strategy, Saatchi & Saatchi
@adliteratePhoto by @insideology
It has no value
Let’s put some clothes on the emperor