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Engagement
The document emphasizes the importance of engaging customers emotionally to build strong brand loyalty, highlighting that a lack of engagement can lead to customer apathy and loss to competitors. It discusses various elements of successful customer engagement, such as empathy, aesthetics, and co-creation, while citing expert opinions on the role of emotional connections in branding. Additionally, it notes that brands communicating effectively online can significantly increase customer spending and loyalty.
Engagement
- 1. engagement Howto create a love affair between your brand and your buyers
- 2. engagement Building yourreputation and brand depends on engaging people across an ever-expanding variety of channels.
- 3. it’s a bigdeal Engaged customers buy your products, follow your brand, and share their passion with their friends. All you need is love.
- 4. optional...? Hardly. Ifyou don’t engage customers, your competitors will. Apathy kills.
- 5. emotion Engagement canbe measured by the intensity of the connection a customer makes with your brand. The heart of the matter: an emotional connection is all-important.
- 6. but... Lovers are fickle Rewards are expected The bad outweighs the good We have different wants Itches must be scratched now The flame needs fuel
- 7. bring on the lovedoctors... An anthropologist, psychologist and neuroscientist walk into a bar... No joke.
- 8. Dr. McCraken anthropologist “Somebrands are like that guy at the party who’s had too much to drink and just keeps talking; you can just see this circle form around him as people start to back away. Moving to engagement is about being responsive, nuanced, customized, companionable and playful.”
- 9. . More McCraken... “Empathy ishard-wired into the human species... You can engage with people’s empathy. Empathy means people will follow you anywhere.”
- 10. Dr. Oliver Oullier psychologist “Brands need to create a connection that brings people back—something in addition to the product itself. They must spark the imagination of the consumer... If people feel they are involved in a product and their voices are being listened to there will be more willingness to continue buying and participating.”
- 11. More Oullier... “Thebrand must be a mirror of what people are thinking... In a world where consumers have never been so informed and so volatile in their decisions and preferences, storytelling makes engagement sustainable.”
- 12. Dr. Thomas ZoegaRamsoy neuroscientist “Co-creation and community invite the customer inside, so they can influence and co-create products, services and brands. This can be used as a barometer for levels of loyalty and engagement.”
- 13. “I’m just alove machine and I don’t work for nobody but you.” ! ~ William Griffin & Warren Moore, connecting your The Miracles buyer brand & your
- 14. the elements of engagement Are you feeling it? ! connecting your Following are buyertricks brand & your the to forging hot and heavy relationships with your customers.
- 15. access An essentialelement of engagement: Your customers have choices and are likely to ! make the one that is less connecting your brand & your buyer time-consuming, easy and convenient.
- 16. aesthetics An essentialelement of engagement: People gravitate to the stuff ! connecting your thatbrand & your buyer Be attractive. looks good.
- 17. An essential elementof engagement: association People relate to what they know and base their decisions ! on things they associate and connecting your brand & your buyer feel comfortable with.
- 18. belonging An essentialelement of engagement: We’re social animals. ! Aimconnectingwelcoming. to be your brand & your buyer Think tribal.
- 19. desire An essentialelement of engagement: You have wants. Your ! connecting your have wants. customers brand & your buyer Satisfy them.
- 20. empathy An essentialelement of engagement: Engaged companies get this: ! people relate to other connecting your peoples’ your buyer brand & situations. Offer a reason to care or someone to care about.
- 21. An essential elementof engagement: enhancement Everyone is competitive. Everyone wants to improve. ! connecting your Can you & your buyer brand help them?
- 22. escape An essentialelement of engagement: Everyone relishes a break from reality. Be their ! connecting your transportation. Offer brand & your buyer opportunities to escape.
- 23. experience An essentialelement of engagement: Good or bad, everyone ! connects with their memories. connecting your Call brand & your buyer ones or upon the good introduce ways to avoid the bad ones.
- 24. following An essential elementof engagement: We’re all looking for leaders ! andconnecting your more tend to feel comfortable buyer we join brand & your when the crowd. Consensus is a powerful principle of persuasion.
- 25. integrity An essential elementof engagement: People seek consistency. ! Build trustyour buyer honest and by being connecting your brand & keeping your promises.
- 26. intrigue An essential elementof engagement: Ambiguity... suspense... fear... ! connecting your An incomplete picture sparks brand & your buyer curiosity. It’s engaging.
- 27. An essential elementof engagement: involvement We share a fundamental need ! for control and value things in connecting your which & yourhave invested our brand we buyer time, effort and energy.
- 28. meaning An essentialelement of engagement: Our quest for purpose ! connecting your drives our or meaning brand & your buyer behavior.
- 29. newness An essentialelement of engagement: Serious attention getter: ! something new or original. connecting your We tend brand & yourto look into this buyer sort of thing.
- 30. An essential elementof engagement: pleasure ! Please, your connecting please your peeps. brand & your buyer
- 31. respect An essential elementof engagement: Recognize effort. ! Recognize accomplishment. connecting your Recognize buyer brand & your common goals and shared values.
- 32. $ Companies that engagewith customers via social media have more loyal customers Customers who engage with a brand online report spending 20% to 40% more on that brand’s products. 70% of Americans are willing to spend an average of 13% more with companies who they feel provide above-par customer service “The New Rules of Engagement” Wendy Lea, Inc.
- 33. engage “This isour time to engage! In doing so, it is your declaration of independence from the shackles that have bound us to hollow and vain marketing techniques of yesteryear.” Brian Solis, from “Engage”
- 34. “In order tobe heard, we have to communicate as though we were speaking person-to-person with our customers.” engage Brian Solis, from “Engage”
- 35. Point your browserto FeldmanCreative.com for all your online marketing needs. Owner Barry Feldman has been a copywriter and creative director since 1988. A seasoned storyteller, Barry will help you create ultra-magnetic content and offer pointers to sharpen your site, attract and engage prospects, nurture relationships, generate sales, and build loyal brand advocates. I created this stuff for you. ! Free pointers at Feldman Creative Barry’s blog: “The Point” Educational SlideShare resources Features at Social Media Today Posts & podcasts at Content Marketing Institute Special thanks for inspiration and ideas to: ✓ Canvas8 ✓ Weber Shandwick ✓ Brian Solis, author of “Engage” ✓ Wendy Lea, Inc. contributor