The currencies of engagement @ scale
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engagement @ scale Manu Prasad @manuscrypts www.manuscrypts.com Head – Social @myntra www.myntra.com the currencies of
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22-Oct-2014 -
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Despite the conversational nature of the social web, our frameworks of engagement continue to be built largely from the perspective of the enterprise. Technological advances allow brands to connect with users across platforms, devices and contexts, but for engagement to happen at scale, it is important to craft narratives that users can relate to, and find currencies that both can derive value from.
Transcript of The currencies of engagement @ scale
engagement @ scale
Manu Prasad @manuscrypts www.manuscrypts.com
Head – Social @myntra
www.myntra.com
the currencies of
define : engagement
Our frameworks of engagement on the social web have largely been built as an answer to the ROI question
We defined engagement on social platforms in the context of business objectives, made domain specific narratives, and started measuring them
Source: Domo
Though social, like digital, began moving towards performance marketing, the one area where it differed was the sheer scale of data generated
data driven social marketingsocial data driven marketing social @ scale
‘Social’ in Google Analytics shows us the quality of traffic from platforms, the kind of content shared and helps us quantify social impact
evolution
Scale
Volume
VarietyVelocity
Variability/ Veracity
In a hat tip to traditional marketing, we even have 4 Vs that serve as the new drivers - to boldly go where no marketer has gone before.
Source: IBM – The real-world use of big data
But, are Big Data narratives being built around engagement @ scale or efficiencies @ scale?
“If you torture data long enough, it will confess” (to almost anything) ~ Ronald Coase
When people can engage on their own terms, it is silly to think that engagement will scale only in directions that the enterprise dictates and using currencies that the enterprise finds value in
www.gapingvoid.com
To increase or reduce proportionately in size.To rise in steps or stages.
Scale
Micro segmentation
Price Optimisation
Inventory Mgmt
Predictive demand
Fraud Management
Location based pricing
In Store Analytics
Collaborative Consumption
Efficiency
EngagementCo-creation
Crowdfunding
Shared Purpose
Social as Media
Social as Customer Care
Brands will understand that the true value is when you scale higher, and engage users in narratives of belonging, esteem, self actualization, and currencies that lie in community, meaning, purpose.
Hemoba Foundation (Blood Foundation) in Brazil partnered with Bahia football club Esporte Clube Vitoria to run “My Blood is Red and Black
Source: theinspirationroom.com
Source: viralblog.com
Engagement @ scale will happen when brands use currencies that create value for the user in the context of a shared purpose.
