engagement 3.0 social media week
TRANSCRIPT
![Page 1: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/1.jpg)
Engagement 3.0
#smwtsp@intertext_
for multinationals
![Page 2: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/2.jpg)
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
![Page 3: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/3.jpg)
The consumer is out for herself, not
for you.
![Page 4: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/4.jpg)
People are on the social web to
. . . engage with their peers
. . . talk about themselves
. . . enhance their social status
![Page 5: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/5.jpg)
![Page 6: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/6.jpg)
attentionneed for status respect of othersrecognitionprestigefame
belongingwhy a
re
peoole
on
the s
oci
al
web
![Page 7: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/7.jpg)
![Page 8: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/8.jpg)
– nike
![Page 9: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/9.jpg)
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
![Page 10: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/10.jpg)
CO
LLA
BO
RAT
ION
How can I help people enhance their
social status
ONLINE COMMUNITIES
![Page 11: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/11.jpg)
[MR]OC
![Page 12: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/12.jpg)
win win
what is in it for them
what is in it for you
![Page 13: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/13.jpg)
what is in it for them
what is in it for you
insightsideas
engagementadvocacy
attentionneed for status respect of othersrecognitionprestigefame
belonging
![Page 14: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/14.jpg)
what is in it for you
insi
ght s
ideas
![Page 15: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/15.jpg)
what is in it for you
[brand] engagement advoca
cy
![Page 16: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/16.jpg)
QUOTE
![Page 17: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/17.jpg)
innovation communitiesbeyond research towards
advocacy
![Page 18: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/18.jpg)
what has to be in it for them
motiv
atio
n
3.0
attentionneed for
status respect of
othersrecognition
prestigefame
belonging
![Page 19: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/19.jpg)
motivation 2.O
![Page 20: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/20.jpg)
what has to be in it for them
motiv
atio
n
3.0
p2pfeedback
gameficationglorification
![Page 21: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/21.jpg)
„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
![Page 22: Engagement 3.0 social media week](https://reader035.vdocuments.net/reader035/viewer/2022062419/558a1e15d8b42ae9178b466c/html5/thumbnails/22.jpg)
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?