Apr.23, 2011 by Aaron Clark
Matt Goddard, r2i CEO, On Measuring Web Engagement
Categories: Content Management, Internet Marketing, Social
In a post on CMSWire, R2integrated’s CEO, Matt Goddard, discusses the challenges with measuring web engagement and gives his perspective on the best way to achieve the outcomes a brand desires from the social web.
Below is an excerpt from the post:
Communities are the Key
Communities of Interest (COI) are Goddard’s response to how to best support Web Engagement today. He sees peer to peer engagement (advice giving, advice seeking) as the new decision making behavior. A brand’s relative position in a COI and its position across all relevant COIs is an indicator of success.
COIs are not owned by the brand. These are unowned properties, places where people go to discuss and share, seek/provide advice. Brands must identify those COIs which are important, rate them, score them and then actively engage within them.
Goddard makes a really good point when he asks, “How does a brand market when all information is known?”. It must learn to co-exist with these COIs and leverage them for things like market research and product development. He doesn’t think the brand is dead, but how the final buying decision is made is very often not in its control.
Tags: Brand Marketing, ROI, social media
June 14th, 2011 on 4:03 pm
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