Chapter 5 Customer engagement and metrics

Review Questions
1. List the five levels of user engagement (5 Cs).

a. The least engaged Internet users consume online content only. They didn't interact with the
company. For example, share the content.

b. At the next level, users connect with others by creating a profile on a social network. Platform
will help the users to connect with other users.

c. Consumers who collect information go through a process of filtering content and tagging what
they find valuable in social media sites. For example, add favourite videos into the Youtube
“Watch Later” list.

d. Creators actually write or upload original multimedia content to websites. (User Generated
Content) Basic creation, Comments. High level of creation, makes video.

e. The most engaged customers collaborate with the company when they work with others in
discussion to find ways to improve products. *User to company collaboration. Enterprise social
networking, collaboration internally. Companies collaborate with other companies, such as
business partners.

2. How do ratings and reviews affect social commerce?

The biggest reason why ratings and reviews are important to social commerce is that it can
ultimately lead to increased sales by giving customers the information on a product or service
they are considering to purchase. People are more likely to purchase a product or service based
on ratings and reviews by others.

Increase engagement. Online reviews have the effect of creating active social communities
where they can share their experiences of the product or service. Customers who leave reviews
usually come to see if others have commented on them, or just read what other customers have
said about their experience with products or services. This form of social engagement allows
customers to connect with online businesses.
Creates Customer Loyalty and Trust. Customers that actively participate in writing reviews, tend
to develop a loyalty to the business. It allows customers to feel that they have a voice and can
provide valuable feedback to help a company improve its product or service.

Provide ways for the company to improve. Feedback by the customers. By analysis the rating
and review.

Get new ideas about product or service. (Starbucks Idea)

3. Identify several social recommendation tactics.

1. Social bookmarking. Recommended products, services, etc. are bookmarked so members

of social networks can easily find them. Using the features of the social platform, which
allow the members to be easier to know what the people are finding, using.
2. Personal social recommendations. These are based on finding people with similar
profiles. By using these customers’ actual purchases, conclusions can be reached about
general and targeted recommendations
3. Referral programs. Affiliate programs (e.g., affiliate- program.amazon.com , apple.com/
itunes/affiliates ) pay people for referring new customers.
4. Matching algorithms. Consulting companies and vendors (e.g., Netflix) provide
recommendations based on similarity algorithms. Use the existing characteristics to
recommend the new customers
5. Discuss. People can discuss products. People may post their own posts about their own
experience and others can refer to it.

4. What are seven ways to create content that entices consumer engagement?
A. Provide High Quality, Timely, Unique, and Relevant Information
High Quality, Timely, Unique, and Relevant Information have higher opportunity for the
customers to engage with. Information that is trustworthy and comes from reliable
sources. The information needs to be timely because people will likely engage with new
information. Timely, the current or trending information. When the trend is over, then the
people will not be interested anymore. Unique, other people don't have. Relevant,
whether the content produced relevant to the audience.

B. Create Entertaining Content

Consumers will watch and share video commercials and other company-created content
that is entertaining, irreverent, interesting or unusual.

C. Offer Competitions
 Many people love to compete and win prizes. Such examples are competition of photo
liking, the most people liked photo or posts get the prize, then people would share and tag
a lot of their friends.

D. Appeal to Altruism
People like to share stories, videos, and other content about social causes. Link promotion
to good campaigns, such as blood donation.

E. Make an Exclusive Offer

The social psychology principle of “scarcity” often motivates people to take action
immediately (such as “only two left so buy now!”). Eg: Free gift for first 50 customers.
F. Reward Influentials and Fans
 Following the famous Pareto principle (the “80-20” rule”), 80 % of the business comes
from 20 % of the customers; most of the buzz about a brand comes from a small number
of fans. Companies may reward their loyal fans with such exclusive information or some
free gift that they would favour with.
G. Incentivize Group Behavior
Following the social psychology principle of reciprocity, customers can be motivated to
participate in social media if offered an incentive up front (versus the simple “thank you”
type reward just mentioned). For example, like and share a post then can get discounts for
the products.

5. Why does collaborative content help companies? *User to company collaboration

Collaborative content is when two parties, working together, produce something that appeals to
both of their audiences. Such collaborative contents help companies to gain market research
about the behaviours and preferences of its market. Both companies will get the chance to expose
their brand toward another party audience. Crowdsourcing - Getting new ideas of product or
service. Improve existing product or service. For example, Starbucks Idea
At the simplest level, when you visit an automobile company’s website and click around
to change the color of the car, give it leather seats and other options, you are helping the
company learn about consumer preferences as it captures your online click stream—and this will
guide their future product design. The customized tools can get ideas from the customers and are
able to share the customer`s creation to social networks.
6. List six important awareness/exposure metrics.
● Unique visitors (New)
- Measures the number of visitors (without repetition) who access a site, application, video,
or other social media content within a specific period of time.
● Page views
- Refer to single pages that are viewed on a social media site.
- For example, one unique visitor can view many different blog entries on one blog site.
● Impressions
- Refer to the number of times an ad loads on a user’s screen.
- This metric forms the bases of the CPM (cost per thousand impressions/views) pricing
model.
● Number of searches
- Measure the number of times users search for the brand, company, or associated key
words selected by the organization while typing the key words in a search engine.
● Search engine ranking
- Evaluates where the organization’s social media content appears in the search engine
results pages for desired keywords.
● Number of followers, registrations, or subscribers
- In blog, social network page, video channel, or other content. These are also used to
measure earned media engagement.
7. List three important brand health metrics.
● Share of voice (SOV)
- Which is the proportion of conversations about one brand versus its competitors.
- In the offline world, SOV measures the weight of advertising space in traditional media,
but in social media, it usually is only measured by conversation.
● Sentiment
- Refers to the proportion of conversation about a brand that is positive, negative, or
neutral, whereas SOV is simply about the number of conversations.
● Brand influence
- Which can include a number of other metrics, including number of inbound links to a
social media property(social media channel), number of Twitter links that are retweeted,
number of comments on posts, and number of times content is shared or linked.

8. List four important engagement metrics.

● Tagging, bookmarking or “likes” for content that can be counted.
● Content viewership
- refers to the number of users who consume content, such as reading a blog,
watching videos or listening to podcasts, and downloading white papers.
● Number of shares
- measures how many times viral content is shared with others.
● Membership/follower metrics
- count the number of Really Simple Syndication (RSS) subscribers (blog/article),
members in a community, such as a LinkedIn or Meetup.com group, or number of
followers on Twitter.
● Content Creation (UGC)
- Numbers of pictures, videos, ideas created by the users.
● Contest Participation
- Number of people participating in the events organized by the company.

9. List four important action metrics.

● Click through to an organization’s site.
 - The proportion of all people who are exposed to a communication message and
those who click to visit the site measures this. People have interest, desire in that
particular content then only will click the link.
● Contact form completion or registration
- This allows the company to add the person to their database of names, e-mail
addresses, and more. People will only register themselves when they are
interested in the company.
● Event attendance
- This can be online or offline, based on a social media promotion for a Webinar or
other event.
● QR codes
- Number of scans and other actions, such as sales, taken at the designated location.
People will scan the QR code provided when they want to look for more
information.
Downloads of the mobile app
People will download the company mobile app when they require it to perform
certain tasks. Eg:Air ticket - Airasia, TNG Features - Touch N Go E wallet

10. List two important innovation metrics.

● Number of ideas
- shared in a company’s social media site (such as Dell’s IdeaStorm).
● Trend spotting
- helps companies know what is hot in their target markets. Google Trends displays
“hot” search keywords and allows users to search trends. Trendsmap tracks and
displays real time Twitter trends worldwide, and many blogs and other sites
provide word cloud displays of the most popular words in posts.
Topics for Discussion
1. How can marketers use social networks for viral marketing?

Characteristics of social networks help viral marketing.

WOM, a characteristic of social networks that can help in viral marketing
People would trust their friends` contents in social networks and would share the content.
The process of sharing information in social networks is extremely easy.

Viral Blogging
Viral blogging is when bloggers conduct viral marketing activities by leveraging the power of
the blog community to spread content. Viral blogging can be very effective with the use of tools
such as trends on Twitter.

Viral Videos and Videos Ads

A viral video is “any clip of animation or film that is spread rapidly through online
sharing”.These videos become popular when they get circulated via email, texting, blogs,
Facebook, discussion forums, and so forth. This way, people share videos that receive more
attention, sometimes drawing millions of viewers in a short time. Popular Sites, YouTube.

Mobile Viral Marketing

Viral marketing is often deployed to mobile platforms. This is called mobile viral marketing . A
typical approach is to develop and distribute apps for mobile devices. The best example of
mobile viral marketing is called app marketing. If the Apps become Hot in the “Top Section” in
the App Store, it will bring very good and effective marketing impact.
Ratings, Reviews, Recommendations and Referrals
1. Customer ratings and reviews (Funny reviews would go viral but normal reviews rarely
go viral.)
2. Expert ratings and reviews
3. Sponsored reviews
4. Conversational marketing
5. Customer testimonials
Social Recommendations and Referrals (Features of the platform helps the content to go
viral) Ways content can go viral:
1. Social bookmarking - Recommended products, deals, and tips are bookmarked and
shared with friends, fans, and followers, using social bookmarking sites
2. Referral programs - Provides financial rewards for customers and partners who refer new
customers
2. Do you think that user engagement in social media can result in product sales? Explain
your answer.

Yes. Engaged users help the company improve products and promotions because they either care
deeply about the brand or are enticed by a successful engagement technique, such as posting
product improvement suggestions. In the process of reading customer postings, the company
gains market research about the behaviors and preferences of its markets. Not only that, engaged
users will also spread the company`s posts widely and effectively. It thus increases the awareness
of the company which is very important in pulling the prospect into the sales funnel. Engaged
users will help the prospect to make their purchase decision faster and efficient. When the
prospect is still struggling about the product, whether to buy or not. Such rating and reviews by
the engaged users will make an impact greatly.

3. If you wrote a blog about your experiences at the university you attend in order to help
high school students understand what college is like, which metrics would you use to
measure the blog’s success, and why?

I will use awareness metrics to measure the success of my blog. By analysis of the unique
visitors, page views, impressions of the students, I will know what kind of topics are more
attractive towards the students.

By using engagement metrics, I will be able to know the engagement levels of the students.
Whether the topics are attractive enough to attract them to like and share to their friends.
4. Pretend that you are a consultant to your university. Based on the material in this
chapter and Chapter 4, what do you think are the best owned and paid media for
generating positive earned media about the university?

Owned Media
Facebook Page - University can put any information, multimedia about the university on it and
spread it widely.

Paid Media
Social Ads - “an online ad that incorporates user interactions that the consumer has agreed to
display and be shared. The resulting ad displays these interactions along with the user’s persona
(picture and/or name) within the ad content” University can interview some of the students and
convert it into a video.
Internet exercises
1. Search Google images for “social media dashboards.” Look at the dashboards and follow their
links to the companies that created them. Which one do you think best for a large consumer
goods company, such as Coca-Cola? Why?

A Social Media Dashboard is a reporting tool used to track engagement metrics across multiple
platforms using a single interface. Social media dashboards pull data from Facebook, Twitter,
LinkedIn, Instagram, and Pinterest to create unified metrics reports. It monitors your engagement
for each, as well as uses comparison values to tell you if your engagement has improved or
declined.