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IS ENGAGEMENT A K.P.I.?
Made with love by
Grégory Pouy – LaMercatique
Vlan podcast
“ENGAGEMENT”
IS THE NEW CURRENCY
LaMercatique
Engagement
Please!!!
gregfromparis
Julie Pellet
“Brands measure everything and
anything to calculate engagement”
Vlan podcast
LaMercatique
LET ME TELL YOU
MY PERSONAL STORY
SILENT MAJORITY IS A REALITY
(only 26% of luxury buyers have posted online in the last month on
beauty, fashion or luxury)...
IF ENGAGEMENT DOESN’T LEAD TO
CUSTOMERS WHY DO WE TALK ABOUT IT?
LaMercatique
ONCE UPON A TIME...
IT USED TO BE A REACH ACCELERATOR
BUT...
LaMercatique
TRUTH IS....
ENGAGEMENT FACILITATES BULLSHIT
LaMercatique
FACEBOOK HAS 200 METRICS THAT CAN
BE USED TO COOK AN ENGAGEMENT
SCORE
...
LaMercatique
LIKES X COMMENTS X SHARE X VIEWS
LaMercatique
REAL PEOPLE OR BOTS?
AUTOMATIC LIKES OR
REAL ONE?
HOW LONG?
REAL VIEWS OR JU...
AND BTW...
WHICH TIMEFRAME?
LaMercatique
17% OF AD VIEWS ARE MADE BY BOTS
LaMercatique
Source:	Accenture	Digital
EACH ANALYTICS FIRM VARY THEIR
CALCULATION
LaMercatique
PUBLISHERS & PLAFORMS PROVIDE
NUMBERS THAT ARE INCONSISTENT WITH
INDEPENDENT REPORTING
LaMercatique
(and obviously no solu...
OK THEN...WHAT SHOULD YOU FOCUS ON?
LaMercatique
LaMercatique
STILL ENGAGEMENT IS
A SOCIAL PROOF FOR ACTIVITY
(and a great feedback loop)
Customer
acquisition
LaMercatique
Brand awareness
New product
development
ENGAGEMENT IS NOT A STRATEGY
Employment &
recrui...
PURE SOCIAL
METRICS
LaMercatique
ONSITE
METRICS
OVERALL
METRICS
Social sharing
EMV with UGC
Complete video views
Share of ...
LaMercatique
A FEW TAKE AWAY
ENGAGEMENT NEED TO BE ALIGNED WITH THE STRATEGY
ENGAGEMENT NEED TO BE EVALUATED IN THE CONTEX...
AND DON’T FORGET:
NUMBERS OF FOLLOWERS IS A VANITY
METRIC
LaMercatique
THANKS
Made with love by
Grégory Pouy – LaMercatique
Vlan podcast
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Is engagement a KPI?

Engagement is pretty much everywhere in brands report and that's the only KPI that brands follow with social media.
Yet, it's very soft and actually facilitate b....

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Is engagement a KPI?

  1. IS ENGAGEMENT A K.P.I.? Made with love by Grégory Pouy – LaMercatique Vlan podcast
  2. “ENGAGEMENT” IS THE NEW CURRENCY LaMercatique Engagement Please!!! gregfromparis
  3. Julie Pellet “Brands measure everything and anything to calculate engagement” Vlan podcast
  4. LaMercatique LET ME TELL YOU MY PERSONAL STORY
  5. SILENT MAJORITY IS A REALITY (only 26% of luxury buyers have posted online in the last month on beauty, fashion or luxury) LaMercatique
  6. IF ENGAGEMENT DOESN’T LEAD TO CUSTOMERS WHY DO WE TALK ABOUT IT? LaMercatique
  7. ONCE UPON A TIME... IT USED TO BE A REACH ACCELERATOR BUT... LaMercatique
  8. TRUTH IS.... ENGAGEMENT FACILITATES BULLSHIT LaMercatique
  9. FACEBOOK HAS 200 METRICS THAT CAN BE USED TO COOK AN ENGAGEMENT SCORE ... LaMercatique
  10. LIKES X COMMENTS X SHARE X VIEWS LaMercatique REAL PEOPLE OR BOTS? AUTOMATIC LIKES OR REAL ONE? HOW LONG? REAL VIEWS OR JUST SCROLL? REAL VIEWS OR TOILET BREAK? ARE COMMENTS, SHARES & LIKES THE SAME? HOW DO YOU WEIGHT EACH?
  11. AND BTW... WHICH TIMEFRAME? LaMercatique
  12. 17% OF AD VIEWS ARE MADE BY BOTS LaMercatique Source: Accenture Digital
  13. EACH ANALYTICS FIRM VARY THEIR CALCULATION LaMercatique
  14. PUBLISHERS & PLAFORMS PROVIDE NUMBERS THAT ARE INCONSISTENT WITH INDEPENDENT REPORTING LaMercatique (and obviously no solution talk to each others)
  15. OK THEN...WHAT SHOULD YOU FOCUS ON? LaMercatique
  16. LaMercatique STILL ENGAGEMENT IS A SOCIAL PROOF FOR ACTIVITY (and a great feedback loop)
  17. Customer acquisition LaMercatique Brand awareness New product development ENGAGEMENT IS NOT A STRATEGY Employment & recruiting Customer loyalty ... (unless feeding your ego is enough)
  18. PURE SOCIAL METRICS LaMercatique ONSITE METRICS OVERALL METRICS Social sharing EMV with UGC Complete video views Share of buzz Database Return visitors Time spent NPS Sell out Growth Top of mind OK THEN...WHAT SHOULD YOU FOCUS ON?
  19. LaMercatique A FEW TAKE AWAY ENGAGEMENT NEED TO BE ALIGNED WITH THE STRATEGY ENGAGEMENT NEED TO BE EVALUATED IN THE CONTEXT OF THE COMPANY ENGAGEMENT ALONE IS NOT A MEANINGFUL INDICATOR OF SUCCESS ENGAGEMENT COMES AT A COST
  20. AND DON’T FORGET: NUMBERS OF FOLLOWERS IS A VANITY METRIC LaMercatique
  21. THANKS Made with love by Grégory Pouy – LaMercatique Vlan podcast
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Engagement is pretty much everywhere in brands report and that's the only KPI that brands follow with social media. Yet, it's very soft and actually facilitate b....

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