Funnelling an audience toward engagement
Sep16

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Funnelling an audience toward engagement

Posted by on Sep 16, 2011 in Engagement | 0 comments

There are lots of different models for illustrating ‘things’ in marketing and we have a number of our own. You might have seen our digital engagement framework which is one of our prettier ones. One we’ve been building recently to show how our different activities help increase engagement is in the form of a funnel. Yes, it is kinda like an upside down pyramid or ladder or whatever but it works for us.

The funnel breaks audiences into four categories, observers, followers, endorsers, contributors. Each category has a range of attributes which characterise behaviours resulting from communications, content or conversations.

Observers are aware of your organisation or brand but do little more than look. Characterised by website visits or email opens.
Followers have an understanding of the brand and have taken an action to follow perhaps on Facebook or twitter.
Endorsers are engaged enough for their name to be associated with your brand and have taken actions to promote it. Sharing on Facebook, Re-tweeting, get their friends involved etc.
Contributors are so engaged they want to be involved in any way they can. They might write blogs, create videos or volunteer.

The Digital Engagement Funnel
The aim of a lot of digital engagement activities for clients are generally to move people to the next category. So we encourage observers to do something to become followers. Followers start sharing content or telling their friends to become endorsers. As the interaction of each of these categories is different we’ve been looking at scoring or indexing to allow us to segment better based on engagement. We’re still pursuing the most effective ways to do this but haven’t perfected anything yet so would love to hear if anyone else is doing this.

Ideally engagement based segmentation will mean we can create more targeted communications with a specific goal of getting followers to become endorsers etc. We have done this on some campaigns with one type of engagement level but ideally we’d like to build up a better picture of full digital engagement and how someone engages across all channels.