There are no stronger or truer words in the business world: your people are your product. It sounds so simple, yet time and time again, companies make decisions and take action without including the pieces that make them whole. You are the sum of your parts. With the support and influence of your people, you can accomplish anything at a company... - The 5th P of Marketing is People: Engagement begins within
The headline calls attention to everything that’s wrong with how businesses measure engagement in social media today. Businesses that invest any level of marketing resources in networks such as Facebook, Twitter, Google+ and the like (get it?) are being groomed to focus on soft metrics instead of the relevant activity that signals the strength and worth of a community. By weighing conversations, interactions, and views, businesses are fed raw numbers that demonstrate KPIs but they do not offer the insights necessary to glean ROI or deep understanding of what people do and do not want, need, or value. And that’s part of the problem as marketers and developers are focusing on stimulating movement, which by default becomes a game of competing for attention, moment by moment.
A recent study published by Ehrenberg-Bass Institute, an Australia-based research group found that less than 1-percent of Facebook “Fans” actually engage with brands... - Engagement ain’t nothing but a number – why 1% isn’t good enough
Consumers aren’t as loyal to loyalty programs as they used to be.
Since 2008, the number of consumers who feel that such initiatives don’t offer any real value jumped by 50%, according to a study by Forrester Research. The same study also found that almost one-third of consumers say that loyalty programs don’t influence their purchase — that’s up from 22% in 2008.
Why the dissatisfaction?