Notable analyst’s, Brian Haven and Suresh Vittal, from Forrester Research have just published an outstanding and well-thought out paper about Measuring Engagement. The overall theme of the paper declares that “the metrics marketers use today fail to capture the supercharged social behaviors and intimate relationships people have with brands”. This is very active discussion topic with many of our customers and one of our TruCast platform’s key differentiators - in that enables the measurement of engagement that brands/marketers are having with their customers in the social media space.
Building on the framework that Brian initially developed around the four I’s of engagement: involvement, interaction, intimacy, and influence the authors further detail how to measure engagement and prioritize metrics that are appropriate to customer purchasing processes. Some key highlights/takeaways include:
- Why marketers are failing to take action
- Utilizing an engagement framework for the new social era
- How engagement measurement strategy reinvigorates consumer insight
- Why marketers should prioritize the acquisition of engagement metrics
In sum, a framework and tactical steps are well laid out for marketers in this paper to support why engagement measurement will transform the marketing landscape and require new marketing skills, partners who get it, and convergent marketing technologies.
Well done Brian & Suresh
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Well, something may break out in the political sphere sooner than anticipated, per this article from Politico (http://news.yahoo.com/s/politico/20080619/pl_politico/11187) on the yet-to-be developed strength of Obama’s unprecedented online powerhouse:
“Obama spokesman Hari Sevugan says the campaign doesn’t discuss the exact size of the candidate’s universe of e-supporters. However, he says, one can understand the “potency of the community” by considering the donor list as well as the near-million people who have signed up on Obama’s Facebook page and the 926,000 accounts registered (as of Tuesday afternoon) at my.barackobama.com.
Democratic technology strategist Andrew Rasiej, founder of the Personal Democracy Forum, said “the notion that Obama could harness his own special interest group in order to force legislative action is an entirely new paradigm on the American scene, driven by technology.”
He compared the use of Candidate Obama’s e-mail list in support of a President Obama’s agenda to a “nuclear weapon,” the power of which “just hasn’t been quantified.”
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