Brian Haven with support from Sarah Glass and Josh Bernoff have just issued a very interesting new report about engagement with social media and the radical ways in which the marketing/sales funnel has to be rethought. Brian stresses the fracturing of consumer trust in traditional media tactics and why marketers need to embrace Social Media. However, involvement and deployment of social media programs and tactics requires that marketers view the medium through different lens and have new ways to measure their purposes and results for participation.
Forrester proposes a new metric, Engagement, that includes four components: involvement, interactions, intimacy and influence. Brian proposes that by using engagement, marketers will achieve a more holistic appreciation of customer actions and the influence those actions will have on other people. I couldn’t agree more and it aligns with the product and solutions promise of Visible Technologies TruCast solution.
Brian has staked his claim for one of the first frameworks around social media engagement and measurement. Additionally, I appreciated the opportunity to be interviewed for the report and look forward to continuing to provide insights to additional reports as the conversation continues to evolve.
Blake
2 comments ↓
As doctors and physicians are extremely concerned with engagement due to ethical and licensing issues, among others, our efforts to make their websites fulfill all of your engagement criteria might be scrutinized for instruction on just how to do it properly.
Let us go through your points from a medical marketing point-of-view and see how your assumption is truly correct:
Involvement: a medical site has to be relevant to the needs felt by the potential patient. Thus, a rich website in terms of detailed coverage and simple navigation is the key to involving a patient.
Interaction: we strive to make each page a “committer” page. By this, I mean that we allow on each page for the patient to give up something and, thus, become part of our doctor’s network. Newsletters, appointment settings, comments, etc. fulfill this need.
Intimacy: the intimacy issue is difficult for doctors due to HIPAA laws, but still a blog with comments, a private sign-in area allowing more in-depth knowledge, and the such can be helpful.
Influence: each doctor should strive to add as much meaningful content on the web as possible and get that content linking back to her, or his, site. Additionally, publication of the same material on the doctor’s site is meaningful. Google PageRank can be instructive on this issue though, sadly, few people outside the internet seo business know how to use it to gauge a site’s value in Google’s eyes.
Appreciate the comment - pharma and medical engagement does have its own particular challenges similar in some respect financial services. Blake
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