Customer Engagement Score Is One Metric that Really Matters

How can mobile network operators (MNOs) really measure how well they’re doing in providing services to customers? Trying to assess today’s many mobile services in a way that enables quality to be improved can be both wide-ranging and complex. But a new approach that uses what we call a “customer engagement score” may offer a way to better help MNOs to better understand and serve their customers.

Measurement is crucial in mobile. It enables both MNOs as well as consumer brands to understand not only how specific mobile services satisfy a user, but also allows them to see the whole picture of how a user engages with an MNO or a brand, and how a user responds to new services. For example, to maintain a competitive advantage, MNOs must constantly measure and evaluate capabilities like the size and reach of their roaming coverage areas while at the same time assessing their pricing plans to keep pace with competitors’ offerings. Likewise, as another example, brands need to be able to measure simple metrics, like how many users have downloaded their apps, as well as more sophisticated determinations, such as how successful a response they receive to mobile marketing campaigns.

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All too often the way brands interact with millennials on social media feels stuffy and detached. But as a major destination for the 18-34 year old demographic—41% of our U.S. visitors, according to comScore—we’re in a unique position to see what really works. Today we’re sharing a few things brands can do to make content that resonates with millennials. 
Tip #1: Share normal human experiences. 
This shouldn’t be hard: Millennials are people too, you know. They have the same feelings and emotions as everyone else. Bond over that, like with AT&T’s happy dance. 
Tip #2: Make ‘em laugh. 
If you’re funny, be funny. If you’re not, you can still get a smile out of them by helping them escape their normal lives. Patagonia inspires people to take adventures. Keds gets some help from celebrities. And Wendy’s takes cues from popular culture.
Tip #3: Use memes wisely. 
Things move really fast on the internet and there’s nothing worse than being two months late for a meme. Such lame. Many smh. The great thing about Tumblr is how long content circulates on the network (a third of all reblogs a post earns happen 30 days after the initial post*). That means you can focus on evergreen content like this enduring and endearing piece from Madewell, which was published more than 18 months ago and is still earning notes.
We can’t tell you what’s best for your brand. All we can do is encourage you, as a marketer, to think about content that you’d post your personal blog. That’s how you’ll make content that actually resonates with the community. 
*Simply Measured
High-res

marketr:

All too often the way brands interact with millennials on social media feels stuffy and detached. But as a major destination for the 18-34 year old demographic—41% of our U.S. visitors, according to comScore—we’re in a unique position to see what really works. Today we’re sharing a few things brands can do to make content that resonates with millennials. 

Tip #1: Share normal human experiences. 

This shouldn’t be hard: Millennials are people too, you know. They have the same feelings and emotions as everyone else. Bond over that, like with AT&T’s happy dance

Tip #2: Make ‘em laugh. 

If you’re funny, be funny. If you’re not, you can still get a smile out of them by helping them escape their normal lives. Patagonia inspires people to take adventures. Keds gets some help from celebrities. And Wendy’s takes cues from popular culture.

Tip #3: Use memes wisely. 

Things move really fast on the internet and there’s nothing worse than being two months late for a meme. Such lame. Many smh. The great thing about Tumblr is how long content circulates on the network (a third of all reblogs a post earns happen 30 days after the initial post*). That means you can focus on evergreen content like this enduring and endearing piece from Madewell, which was published more than 18 months ago and is still earning notes.

We can’t tell you what’s best for your brand. All we can do is encourage you, as a marketer, to think about content that you’d post your personal blog. That’s how you’ll make content that actually resonates with the community. 

*Simply Measured