In talking to prospective users of our video marketing platform, sometimes we’re asked: “How will we able to tell that our campaign members are really engaging with our brand”?
On one level, this is an easy question to answer. Our video syndication service generates real video views for our clients. In turn, this translates into measurable time spent with one’s brand. In other words, X viewers watch a video that delivers one’s marketing messages for X aggregate minutes. As an added plus, these viewers can also spend X minutes looking at a video player frame that contains one’s logo or other relevant images. (Note: Such video player branding is an additional service that we provide.)
On another level, though, proving engagement involves proving that your audience has actually contributed something substantive within your Facebook video campaign.
In reality, Involver has been a fortunate witness to such engagement. Over the last year, we’ve come across a number of meaningful conversations and testimonials on our client-campaigns’ discussion boards. A few great examples:
- A Kiva enthusiast tells a personal story about how the microfinance organization helped her become sincerely interested in international affairs and the well-being of faraway entrepreneurs.
- A car company fan discusses the ins and outs of a new car model, and gets his fellow fans to talk about which new features they want to see engineered further down the road.
- Activists talk about their favorite books and backgrounders about an urgent humanitarian crisis, and in doing so expose a growing audience to resources and action alerts that they might have otherwise overlooked.
What we’re seeing here is the birth of a new kind of rich conversational marketing. More often than not, conversational trajectories on social networks do not only go from brand to infuencer and vice versa. Many times, the brand knowledge that’s shared and enthused about also takes an influencer-to-influencer or influencers-to-influencers path.
It goes without saying that forward-thinking companies and other organizations should take heed of this (relatively) new phenomenon when crafting their digital marketing programs.
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