The social web promotes and enhances engagement processes aimed at relationships. There are four elements which define engagement factors in the relationship economy. The four factors are tightly inter-connected processes that determine the outcomes of an organizations total “engagement efforts”.
The Socialutions for any organization are fundamentally tied to these four elements. The four elements are:
Customer Engagement (CE) refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline.
Customer Engagement marketing places conversions into a longer term, more strategic context and is premised on the understanding that a simple focus on maximising conversions can, in some circumstances, decrease the likelihood of repeat conversions (Customer engagement interview with Richard Sedley). CE aims at long-term engagement, encouraging customer loyalty and advocacy through word- of-mouth. In this sense “CE is the best measure of current and future performance” 2006 Annual Online CE Survey.
The concept and practice of online Customer Engagement enables organisations to respond to the fundamental changes in customer behaviour that the internet has brought about, as well as to the increasing ineffectiveness of the traditional ‘interrupt and repeat’, broadcast model of advertising. Due to the fragmentation and specialisation of media and audiences, as well as the proliferation of community- and user generated content, businesses are increasingly losing the power to dictate the communications agenda.
Employee engagement is a concept that is generally viewed as managing discretionary effort, that is, when employees have choices, they will act in a way that furthers their organization’s interests. An engaged employee is a person who is fully involved in, and enthusiastic about, his or her work.
Truly engaged employees are attracted to, and inspired by, their work (“I want to do this”), committed (“I am dedicated to the success of what I am doing”), and fascinated (“I love what I am doing”)
Brand Engagement is a term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand. It comprises one aspect of . What makes the topic complex is that brand engagement is partly created by institutions and organizations, but is equally created by the perceptions, attitudes, beliefs and behaviors of those with whom these institutions and organizations are communicating or engaging with.
Engagement marketing, sometimes called “participation marketing,” is a marketing strategy that invites and encourages consumers to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs.
These four engagement factors are the vital elements to success in the connected world. Not knowing “how” or understanding the dynamics means you get replaced at the click of a mouse.
What say you?