More SignalLess Noise------------------------------Why attention matters,and engagement is a tacticnot an outcome

Simon Nash, Head of Planning@simonnash

v

“Let’s face it, most

social media marketing

is a waste of time”

Mashable.com“Your social media initiatives might be pointless” eConsultancy

“Engagement aint nuthin but a number” Brian Solis

Roughly 99.9% of online banners are never

clicked. --------------------------------------Michael Brenner, Senior Director of Global

Marketing at SAP

“ ”

Attention Matters!

Buyers wait until they have completed 60-80% of their research before reaching out to vendors --------------------------------------Michael Brenner, Senior Director of Global

Marketing at SAP

“ ”

Attention Matters!

Everyone’s at it

But conversations about engagement often miss the

bigger picture

Engagement is important but

It’s what you do with it that counts.

Nowadays people expect content and experiences that are

more

meaningful

Engagement should

effect changes in behaviour

Engagement should

influence action

Engagement should deliver

competitive advantage

-----------------------------------------------------------To create future customers who will drive the business forward. Brand engagements

are platform engagements. This means advancing customers into new creative

realms–and markets–where they can add value back to the brand, and where

competitors can’t follow.

----------------------------------------------Brian Phipps

“ ”

The process can be

Direct or indirect

It takes time to communicate your message whilst engaging

To get results

Members

Awareness +58%

Consideration (amongst those who are aware but not buying TGL) +75%

Preference (vs. Glenfiddich, Glenmorangie) +113%

Brand I trustBrand for me

+24%+37%

Consumption / Sales regular buyers of TGL 52%

The building blocks

You need to understand what makes your audience tick

Recognise its all about

value exchange

Understand how people use our

content-----------------------------------------------------------

If I like your content it’s not because I like your brand it’s because I like my friends.

----------------------------------------------Henry Jenkins - ‘Spreadable Media ‘

“ ”

Play the long gameand understand the role of every

interaction

Engagement should not be treated as a side-show

It’s a crucial element of your

multi-channel marketing plan

Focus on the

customer experience & create clear

paths to action

To achieve this you need

system-thinking

Supported by

culture and processes

And one eye firmly on the prize

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