How to Think About

“Engagement” With
Your Brand
What does
“engagement” mean?
Seventh Level
Engagement Framework
A framework that teaches brands how to quantify,
measure, and grow engagement with your audience
Engagement in Social Media
Engagement
Connecting emotionally with your audience,
with the goal of improving the way they
experience your brand
 High emotional engagement is the key to not
just getting customers, but retaining them and
converting them into brand promoters.
81% 81% of emotionally connected
consumers will not only
promote the brand among
their family and friends, but
they’ll also spend more.

Source: Capgemini
70% 70% of consumers with high
emotional engagement spend
up to two times as much with
those brands.

Source: Capgemini
The products or services
you sell should exist to
support those values.
Most companies are
simply using the wrong
methods to understand
the qualitative aspects of
audience engagement.
Qualitative Aspects of
Audience Engagement

• Audience sentiment
Qualitative Aspects of
Audience Engagement

• Audience sentiment
• Value alignment
Qualitative Aspects of
Audience Engagement

• Audience sentiment
• Value alignment
• Integration of a brand into everyday
life and conversation
When you truly understand how engaged your audience is with your brand,
you’ll be able to focus on the right marketing messaging and the right
channels to actually grow and increase that engagement.
 Engaged vs. Unengaged

Engaged

Likely to buy from

you

Become brand
evangelists

Provide glowing
testimonials

Refer additional
business
 Engaged vs. Unengaged

Engaged Unengaged

Likely to buy from Less likely to buy

you from you

Become brand Become brand

evangelists detractors

Provide glowing
testimonials

Refer additional
business
Brand Detractors
People who do damage to your brand by sharing
their bad experiences with others
The Seven Levels of Engagement:
The “seventh level
engagement”
framework
These seven levels of engagement
were originally created to measure
the engagement levels of students
in a classroom.
When a student is more
highly engaged, they’re
also more highly achieving.
What are each of these
distinct seven levels?
Seventh Level Engagement Framework
Seventh Level Engagement Framework
Seventh Level Engagement Framework
Seventh Level Engagement Framework
Seventh Level Engagement Framework
Seventh Level Engagement Framework
Seventh Level Engagement Framework
Seventh Level Engagement Framework
Seventh Level Engagement Framework
All brands should have ways to:

1. Identify the people at each level

All brands should have ways to:

1. Identify the people at each level.

2. Take an action to move them up level by level.

All brands should have ways to:

1. Identify the people at each level.

2. Take an action to move them up level by level.

3. Have goals and metrics for measuring progress.