engagement 3.0 social media week
Post on 24-Jun-2015
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Engagement 3.0
#smwtsp@intertext_
for multinationals
How can I engage people with my brand
How can I make people talk about my brand
How can I make people recommend my brand
The consumer is out for herself, not
for you.
People are on the social web to
. . . engage with their peers
. . . talk about themselves
. . . enhance their social status
attentionneed for status respect of othersrecognitionprestigefame
belongingwhy a
re
peoole
on
the s
oci
al
web
– nike
How can I help customers engage with their peers
How can my brand help people talk about themselves
How can I help people enhance their social status
How can I engage people with my brand
How can I make people talk about my brand
How can I make people recommend my brand
CO
LLA
BO
RAT
ION
How can I help people enhance their
social status
ONLINE COMMUNITIES
[MR]OC
win win
what is in it for them
what is in it for you
what is in it for them
what is in it for you
insightsideas
engagementadvocacy
attentionneed for status respect of othersrecognitionprestigefame
belonging
what is in it for you
insi
ght s
ideas
what is in it for you
[brand] engagement advoca
cy
QUOTE
innovation communitiesbeyond research towards
advocacy
what has to be in it for them
motiv
atio
n
3.0
attentionneed for
status respect of
othersrecognition
prestigefame
belonging
motivation 2.O
what has to be in it for them
motiv
atio
n
3.0
p2pfeedback
gameficationglorification
„People will forget what you said, people will forget what you did, but people will never forget how you made them feel.“
Anna Farmery, The Engaging Brand
People are on the social web for themselves, not for you.
They speak for themselves, not for your brand.
They are on the social web to fulfill their social needs, to leverage their social status, not to increase your sales figures.
Instead of thinking how to make them talk about your brand, think
this: What can I do to help them enhance their social status? Recognizing customers as respected experts, engaging with them on
a conversational level in innovation communities is one of the possible answers.
To achieve win-win, always start with: What is in it for them?
#smwtsp@intertext_michaela.brazinova@thesocialpartners.com
Ask me now or e-mail later
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