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Cumulative Engagement Funnel
The Cumulative Engagement Funnel (CEM) represents a new concept in how to value and measure as part of the Media Engagement Framework the impact of engagement in the social media space. It is described in detail in the book ‘The ROI of Social Media’ and generally refers to how individuals can have different levels of engagement in a social community. The five levels are: 1.	Awareness – Before a social media activity can deliver any value to a community, the individual must be aware that the community exists. Awareness can be generated through a number of sources: a.	Through social media b.	Through traditional media (defined here as non-social media) c.	Through organic search 2.	Subscription – Once an individual is aware of a particular community, that individual can typically visit the community, and, depending on the access rights set up for the community potentially consume and converse about some of its content. Other functions typically can’t be done until the user registers/subscribes to the community in some fashion. 3.	Consumption – When an individual reads, listens to, or views content in a social community they are defined as consuming that content. 4.	Conversation – When an individual posts a new message on a site, posts a comment, bookmarks, Diggs, or retweets, conversation is taking place. This represents a very high level of engagement with the site, and based on the 90-10-1 rule, is typically done by about 10% of the community participants. 5.	Invitation – If an individual finds enough value in a site to recommend it to others, it has reached the pinnacle of engagement. An invitation takes place. Typically this is done by about 1% of the community participants. It has some similarity to advocacy, although advocacy relates to the recommendation of a thing, where invitation is a specific invitation (and tacit recommendation) to participate in a community. Along with the Influencer Funnel [link in Wikipedia] It is a key component of the Media Engagement Framework [link in Wikipedia].

Influencer Funnel The influencer funnel or Influencer Endorsement Funnel is similar to the purchase funnel [this is already somewhere in Wikipedia] and illustrates the level of engagement an influencer may have with a brand. An influencer [this is in Wikipedia somewhere] is an individual typically with a large following that is known by their following to have some level of expertise in a particular domain. The levels in the Influencer Funnel are: Reputation – Represents the perceived expertise an individual may have as perceived by their followers. Expertise can be derived in many ways. It can come from knowledge in a particular area, it can be fashion setting, or many other sources. Follower Count/ Profile (Reach) – Similar to traditional media, the reach of an advertisement represents a key metric to determine the potential number of individuals receiving a message. In social media, the follower count represents the number of potential of individuals that may receive a message from an influencer. The follower profile represents the quality of the audience. Similar to Target Rating Points (TRPs) for traditional media, the quality of the follower profile represents whether the influencer may have a follower base that is valuable to the brand, including potential consumers and how many. Timing (Frequency) – Similar to traditional media the number of posts and the frequency of posts determine how often a message is sent and potentially received by the follower base. Content (Quality) – Post quality which is determined by the content determines how persuasive the post may be for the followers. Persuasiveness levels can be measured and/or imputed to determine the effectiveness of particular traditional media. This can be done in a similar way for social media. Along with the Community Engagement Funnel [link in Wikipedia] It is a key component of the Media Engagement Framework [link in Wikipedia].

Media Engagement Framework

Dimensions of listening There are six dimensions of listening. These are: 1)	At the consumer level 2)	At the category level 3)	At the brand level for your brand 4)	At the brand level for competitive brands 5)	At the distribution channel level 6)	At the exogenous or external factor and trend level (for factors and trends affecting the category or brand) Depending on the key drivers of the business, each of thes levels may be important in driving

Message Value Framework

References and links: http://www.Marketing-Calculator.com http://www.ROIofSocialMedia.com