The Future of Advertising: Defining the New Rules of Consumer Engagement
Defining Engagement One Year On: A Case Study
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Defining Engagement One Year On Joe Vallina, MBA, CAE, Director, Product Management, ANA Natasha Bethea, Membership Marketing Specialist, ANA Maddie Grant, CAE, Founding Partner, WorkXO
Transcript of Defining Engagement One Year On: A Case Study
Defining Engagement One Year OnJoe Vallina, MBA, CAE, Director, Product Management, ANA Natasha Bethea, Membership Marketing Specialist, ANA Maddie Grant, CAE, Founding Partner, WorkXO
AGENDA:
▪definitions of engagement
▪structure of an organizational definition
▪recap of ANA’s journey
▪two engagement projects in process
exercise - share pairShare with your neighbor an example of your personal engagement with any organization: describe one high, one low
engagement key words
▪ involvement
▪ activity
▪ participation
▪ interactions
▪ expend time
▪mental stimulation
▪ find content
▪ connection
▪ inclusivity
▪ emotional commitment
▪ top of mind
▪meaningful
▪ shared meaning
▪ having a stake
▪ enable work
▪ influence outcomes
▪ positive impact
▪ mutually beneficial
▪ iterating towards solutions
transaction meaning purpose
Engagement Definition Structure
▪The people that matter (stakeholders)
▪ Interacting in measurable ways, within the context of our organization
▪That is valuable and advances the interests and needs of the stakeholders
▪And that is valuable and advances the interests of the organization (including mission alignment)
AGU’s Definition:• Earth and space scientists, related professionals, and a
broad set of individuals with like interests and who share our values and goals…
• Interacting, collaborating, connecting, building shared meaning, solving problems, and producing positive impacts within the context of the AGU…
• That enables stakeholders to meet professional goals, explore passions, and manifest their values as they connect to AGU’s mission….
• And that supports AGU’s growth, increases its impact, and builds its capacity to advance and communicate the power of science to ensure a sustainable future for humanity
ANA’s Definition:• Member Engagement at ANA is the investment--
of time, money, attention, and participation--by both the association and its members, in order to provide meaningful, long term, mutually beneficial experiences and relationships that advance the profession.
1. engagement activity audit 2. mapping - high/low reach and high/low
stickiness 3. gap analysis and ideation - 3 kinds of
engagement ideas 4. prototyping, minimum viable product 5. business case to executives
ANA’s journey
1. engagement activity audit
REACH
STIC
KIN
ESS
high/low
high/high
low/low
low/high
2. mapping - high/low reach and high/low stickiness
3. gap analysis and ideation - 3 kinds of engagement ideas
big idea
meaningful improvements
quick wins
QUICK WIN:
#FITNURSEFRIDAY
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What is #fitnursefriday ?• Exercise • Healthy Eating • Motivation • Hydration • Sleep • Stress Reduction
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Sample Posts
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#fitnursefriday Engagement•Total Reach of over 1.6 million on FB
and Twitter. •Total Engagement rate 1.76% •773 followers on Pinterest
Top Posts - Blueberry Month •Facebook 6.19% •Twitter 3.36%
Accomplishments •Facebook 4.10% •Twitter 3.70%
BIG IDEA:
ANA VOLUNTEER BANK
4. prototyping, minimum viable product
WHAT’S NEXT?
prototyping, minimum viable product
business case to executives
Questions?
