The event was an interesting one to say the least, with advertisers, media planners and buyers all discussing what kind of cost per engagement (CPE) models they should be working towards and what kind of results they should be expecting.
I went in with a slightly different angle.
My brief was as follows:
“Engagement Beyond Advertising: Identifying and Evaluating Engaged Customers in the Social Space”
First off, it’s important to establish what is meant by ‘the social space’. Social, more now than ever before, implies ‘online’. However, that’s not strictly true. Word of mouth is both an online and an offline activity. Conversations can happen EVERYWHERE.
And if conversations can happen everywhere then people can be engaged anywhere.
But what do I mean by engagement? Each speaker had their own interpretation. For me, an engagement isn’t just simply clicking through on a banner ad, nor is it really watching the video that rolls after said click.
True engagement is about the beginnings of something much bigger. The beginnings of conversation.
Whether that conversation be between brands and people or between people and people, what does it mean to be truly ‘engaged’?
How many brands have to ‘engaged’ with today? How many people?
How and where?
This is something I’m going to have to come back to another time. The NMA has written up their thoughts on the subject (based on the presentations from the day), but for now, take a look at the slides below and let me know what you think –
There are some notes that go with each slide but they can only be viewed over on slideshare.
As ever, I’d be interested to hear what you think.
What does engagement mean to you?
Where are your social spaces?
When are you truly engaged?