Literature review

Types of Brand Engagement of Roo’Bar on Instagram

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Brand engagement means the emotional or rational bond between a brand and a person. This process is complex because it involves institutions and organizations, with the perceptions, attitudes, beliefs and behaviors of those concerned by this engagement.

The means of getting brand engagement from people are many: conversations, experiences, advertising… Between traditional and digital platforms, there are numerous possibilities exist to reach and engage someone. Let’s take a closer look to the different types of brand engagement.

1. Types of brand engagement

We consider a brand engagement exists if the customer’s behaviour lead to one of these four actions:

  • Respond to a campaign
  • Purchase a product
  • Remain a customer
  • Recommend the brand

There a four main brand engagement types:

4-attributes-of-customer-engagement

  • Active engagement

The active engagement means a connection between the brand and the person through any social, mobile and traditional means. Usually, an active engaged people knows very well the brand and its product, gives feedback when asked, suggest potential improvements. Basically, the person feels involved in the brand activity and feels the need to be kept posted about news in the brand (products, events…)

  • Emotional engagement

The emotional engagement is very difficult to measure or perceive because it remains in the emotions that the person feels about the brand. This type of engagement is sign of success for the brand that has been able to create a bond, more likely to very positive on the brand image: the emotional engaged person would tend to share more information about the brand, to  buy more products in average and to be a satisfied customer more easily.

  • Rational engagement

The customer’s involvement remains in objective reasons: the person takes into account all information and details available about the product or service. Their purchase is made with logic.

  • Ethical engagement

The ethical engagement shows commitment toward employees, partners, customers and community. The ethical customer will not only look for a materialistic aspect of the product but seeks for sustainability and transparency in any organization.

Nowadays, the brand engagement is mainly made through digital tools. Let’s see how this interaction between a company and its customers happen and why.

2. Digital brand engagement 

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Digital brand engagement is similar with brand engagement, but focused on communication online. The usual brand engagement take in account a lot of factors that will influe on the perception people can have from a brand or a company.

But with the evolution of Internet, companies had to reinvent themselves and the way they create brand awareness and the way they communicate with their customers and potential customers.

 

The goal is to create loyalty for existing customers, and attract new ones. For that a brand has to create a relationship with its target market first.

In order to build a relationship and pull a buyer through today’s online sales funnel it takes using content in the following five ways:

1.Promote constant top of mind awareness.

2.Provide useful information.

3.Establish trust and credibility as a legitimate resource.

4.Capitalize on peer-to-peer influence.

5.Target each buyer stage, each buyer persona, and each socialnetwork.

Of course all the tools on internet are not relevant to create brand engagement, only few have the capacity to become useful for companies and can bring real feedbacks and analysis of your awareness in the industry and on the market.

The online presence is something essential if you want to keep your customers updated, and even more important, if you want to be known ! Indeed the first reflex  of people and more especially the new generations is to look on Internet every time they need for information.

The main useful tools on Internet to create brand engagement are:

  • The company/brand’s website; the most important ! Customers or potential ones need to find your brand online and easily. If a lead has difficulties to find your website, he will immediately think that your company is not really serious and he will be reluctant to use your services.  For current consumers, the online presence represents your importance on the market, your market shares if you prefer. People are always more confident with successful people/company/brand than the rest of it.
  • Twitter account; Twitter is a fast way to communicate and help companies in the purchasing process.
  • Facebook page; the number one social network in the world, Facebook has take a huge place in brand awareness and engagement.
  • Instagram; subsidiary of Facebook, it has more a role of illustration and advertisement with visuals.
  • Youtube; except the ad displayed on the platform, this social media owned by google can be very useful for marketers and brands, depending of the industry in which the company evolve.
  • Google analytic; allow to anybody to analyze the frequentation of one website. It’s useful for companies to evaluate their awareness online.

The brand engagement on digital platform is easier to measure. As it said before, there are a lot of tools on Internet, and these tools help marketers and more generally companies and brands, to measure the engagement customer have to brands.

The digital brand engagement generally is measurable by a proof of the attachment to the brand. It could be:

  • “Likes”
  • RT (re-tweet)
  • Opt-in or subscription to newsletters
  • Comments
  • Green thumb (on youtube)
  • “Follow” (on twitter, soundcloud, youtube and instagram)

All these tools are linked with content and animation. In order to keep your customer’s loyalty, you have to keep them close to you; by generating content that fit with the image you want to send to your customers, or by organizing small games as quizz with a reward for the winner. These little things help companies to build a strong brand image and brand engagement.

3. Brand engagement in social media

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Twitter: Twitter makes it easy to introduce yourself and your products to other members of this social network. The ability to easily search by keyword and track trends means it is ideal for the early and mid-stages of the buying process—awareness and evaluation. Because users of this social net-work are already utilizing Twitter for customer service, it also makes it a natural fit for ongoing customer support once your prospects become customers.

Facebook: Especially useful during the purchasing stage,Facebook can be used to offer content that triggers final buying behaviors for existing fans, or can be used to reach and engage new fans as part of the awareness stage.

LinkedIn: LinkedIn groups are particularly useful in both the awareness and evaluation stages of the sales process because LinkedIn gives the buyer the ability to ask specific questions that can be answered by you, your customers, and your partners.

YouTube: The visual component of YouTube is particularly helpful for product demonstrations, used during the evaluation and purchasing stages.

Videos are also ideal for post-sales training, which can be beneficial to customers long after the decision to buy has been made (as part of the loyalty stage). For example we can take a music instrument brand, customers will use the youtube page of this brand in order to learn on how play this instrument.

Pinterest: The nature of Pinterest is that it is full of window shoppers, but it is also conducive to impulse shopping. Forthis reason, Pinterest works well in both the early and late stages of the buying process (awareness and purchase).

Forums/Blogs: Communities and forums are set upto establish a network around a particular topic or theme, so they are made up of members with a similar interest. This means that any buyer stage that is susceptible to peer influence can be influenced by these types of social networks. Blogs are similar to communities, they are often created around a particular theme or brand (such as your company blog). And like communities, blogs have a great deal of influence in almost every buyer stage, including awareness, evaluation, purchase, and loyalty.

4. Brand engagement in Instagram

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Instagram is one of the newer social media platforms where image sharing service found a huge success.

The engagement toward Instagram may be:

  • Superficial: a like from an unknown user for example
  • Cursory but positive: a short comment  
  • Fruitful: the viewer and photographer have a dialog where others users can join

The type of engagement in Instagram are:

  • Like: the like is the most common tool that links the user to the picture. Any user can check who likes a picture they’re taking a look at.
  • Comment: this tool is broadly used to express a compliment, a question or an opinion about the picture. It requires more “thought” because it will appear to anyone who has access to the picture.
  • Following: following is the most important feature of Instagram because it allows to follow a feed in a chronological order. The more a brand posts on its Instagram account, the more chance it gets to appeal and/or engage its followers.
  • Sharing: This option does not exist on Instagram so the most common way to do so is to take a screenshot and then post the picture under your own account. Companies use this mean for gives away for example. So they drive users to share pictures with the aim for them to earn something in return, which most of the time appear as fishing the user engagement

 

Note that there are means through Instagram to appeal and retain the customer such as:

  • The use of hashtags. Indeed, the hashtag (#) categorizes a caption and helps, when the privacy settings allow it, to access pictures of random users, and so, link people with the same interests
  • The use of tag. The tag (@username) is used to get the attention of another user either in a comment, or directly quoted in the caption.

These features are helpful especially because it enhances interactions between users. These practices extend and expand the social potential of the picture, getting more and more popular with comment and likes. A “popular” picture may appear in the random exploration feed of Instagram and get even more popularity.

 

Sources:

http://www.engagor.com/blog/4-types-of-customer-engagement-to-build-die-hard-brand-advocates/

https://helda.helsinki.fi/bitstream/handle/10138/156026/hellberg.pdf?sequence=4

http://fr.scribd.com/doc/58386692/Consumer-Production-in-Social-Media-Networks-A-Case-Study-of-the-Instagram-iPhone-App#scribd

The art of social selling, Bellew & Shannon, Amacom, 2014.

http://www.sciencedirect.com/science/article/pii/S1094996813000649

https://books.google.nl/books?hl=fr&lr=&id=75GyZRRRZVkC&oi=fnd&pg=PR7&dq=digital+engagement&ots=J5JjRmHF_L&sig=nZl9IUjbwl6HmOmfu9g_45UxleI#v=onepage&q=digital%20engagement&f=false

http://blog.kinoa.com/2010/01/25/lengagement-marketing-les-5-formes-dinteraction-possibles-entre-un-internaute-et-une-marque/

 

https://helda.helsinki.fi/bitstream/handle/10138/156026/hellberg.pdf?sequence=4

 

 

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