1. Why attention matters but engagement is a tactic not an outcome.
More Signal Less Noise!
Why attention matters but engagement is a tactic not an outcome.
3 January 2019

2. Simon Nash, Planning Director @simonnash
Architects of digital change

3. Architects of digital change

4. Architects of digital change
“Let’s face it most social media marketing is a waste of time”
Mashable.com
“Your social media initiatives might be pointless” eConsultancy
“Engagement aint nuthin but a number”
Brian Solis
Architects of digital change

5. “Roughly 99.9% of online banners are never clicked.
Attention Matters
“Roughly 99.9% of online banners are never clicked.
Michael Brenner, Senior Director of Global Marketing at SAP
Architects of digital change

6. Attention Matters
“Buyers wait until they have completed 60-80% of their research before reaching out to vendors”.
Michael Brenner, Senior Director of Global Marketing at SAP
Architects of digital change

7. Architects of digital change
Everyone’s at it
Architects of digital change

8. But conversations about engagement often miss the bigger picture
Architects of digital change

9. It’s what you do with it that counts.
Engagement is important but
It’s what you do with it that counts.
Architects of digital change

10. Nowadays people expect
content and experiences that are more meaningful
Architects of digital change

11. Engagement should effect changes in behaviour
Architects of digital change

12. Architects of digital change
Engagement should
influence action
Architects of digital change

13. competitive advantage
Engagement should deliver
competitive advantage
“To create future customers who will drive the business forward. Brand engagements are platform engagements. This means advancing customers into new creative realms–and markets–where they can add value back to the brand, and where competitors can’t follow.”
Brian Phipps
Architects of digital change

14. Architects of digital change
The process can be
direct or indirect
Architects of digital change

15. It takes time to communicate your message whilst engaging
Architects of digital change

16. Architects of digital change

17. Architects of digital change
To get results
Members
Awareness
+58%
Consideration (amongst those who are aware but not buying TGL)
+75%
Preference (vs. Glenfiddich, Glenmorangie)
+113%
Brand I trust
Brand for me
+24% +37%
Consumption / Sales regular buyers of TGL
52%
Architects of digital change

18. Trust us, process is really important.
The building blocks
Trust us, process is really important.

19. Recognise its all about value exchange
Architects of digital change

20. You need to understand what makes your audience tick
Architects of digital change

21. how people use our content
Understand
how people use our content
“If I like your content it’s not because I like your brand it’s because I like my friends.”
Henry Jenkins - ‘Spreadable Media ‘
Architects of digital change

22. Play the long game and understand the role of every interaction
Architects of digital change

23. It’s a crucial element of your multi-channel marketing plan
Architects of digital change

24. Focus on the customer experience & create clear paths to action
Architects of digital change

25. To achieve this you need system-thinking
Architects of digital change

26. Architects of digital change
Supported by
culture and processes
Architects of digital change

27. And one eye firmly on the prize
Architects of digital change