Reading through Brian Solis' piece in The Art of Engagement I began to think about next level engagement or classification of engagements. Mentions, likes, interactions have provided brands with with simple ways to measure reaction to their social activities online. But what other types of engagement could lead us to understand more fully how a consumer is emotionally or intellectually reacting to our activity?
I put together a quick list of possible metrics we could see in the coming years, or that I would like to see and find valuable as an advertiser. Do I want to get a "LIKE" or would it be more helpful if I saw that a piece of creative was actually making users feel following:
The value of knowing such interactions for advertisers is clear. But consider the kind of thinking that could come from seeing these metrics in real time. If I, as an advertiser, could react to a piece of creative that was making users feel curious, I would hypothetically have data to support follow on activity of the same sort. Or if a piece of creative were to illicit negative response, planning for follow up creative to protect perception could begin instantly.
Brian Solis asks a relevant question, "What is the collective experience that is published across the social web?” For brands active on multiple marketing channels and highly engaged in social activity this has become an increasingly important question as content is easily distributed and shared. It's a questions of identity and consistency. Is their a risk associated with this? Absolutely, and real time CMS systems coupled with smart analytics surely aids brands in governance and community management. But I strongly believe that if additional emotional intelligence, or emotional data from creative was easier to gather, measure and analyse, advertisers would experience significant gains in how they manage marketing activity.
Next question, is there value here for the consumer?
- arturo gutierrez