Andy on Twitter

  • Execsplaining the McSweeny’s “Business Words” – : The Next Generation ,
  • I see the highlanders are still sporting their awful hi-vis safety vest uniforms.,
  • The Machine Stops... ,
  • Reckon abandons battle with rivals MYOB, Xero... thinks it’s because ⁦@Xero⁩ throws money and marketing... ge… ,
  • Germany blocks Facebook from pooling user data without consent. So does this rule apply to every merger? Tough call… ,
  • The nonsense never ends ,
  • Interesting but Marketshare nailed this some years ago... Unilever Is Working on a Cross-Media Measurement Model to… ,
  • While I can’t stand the Super Bowl Ad Mania this move by Yellowtail is interesting in how they’ve got around ABs ca… ,
  • As many as 11,543 Microsoft employees got swept up in a reply-all email apocalypse ... that’s why it should have be… ,
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Reach & Engagement Matter

John has clearly been very busy. In his latest post on the big five he gets at why reach and engagement matter. I’m often shocked by how much emphasis is placed exclusively on reach without looking at engagement.

Second, the companies must have scale in terms of direct reach to consumers. By this I mean their brands are used as meaningful platforms by hundreds of millions of people on a frequent basis.

Third, the companies must have deep engagement with those consumers, the kind of engagement that builds brand and creates massive stores of useful data. The relationship between the brand and its customer has to be meaningful and consistent (therefore creating permission to extract a premium and offer new products and services). It takes an ongoing service relationship for such engagement to occur – Microsoft with Xbox or Windows, for example, or Facebook with its core service. On the chart, I’ve ranked engagement and data on a scale of one to ten, based in part on my work on the Web 2 map earlier this year, and partly on my own experiences. (As with other parts of this chart, I ask for your help in codifying this metric, should you be so inclined.)

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