Science of Engagement

Product of the Year, 2013

Insight for brands,

grounded in Science not

Fiction

©WEBER SHANDWICK 2012 All rights reserved

AnthropologyDr Grant McCracken

PsychologyDr Olivier Oullier

NeuroscienceDr Thomas Zoëga Ramsøy

3 world-renowned

experts

HBv

HERDBEHAVIOUR

Int

INTRIGUE

Esc

ESCAPE

Exp

EXPERIENCE

In

INTEGRITY

En

ENHANCEMENT

As

ASSOCIATIONS

De

DESIRE

Ae

AESTHETICS

Ne

NEWNESS

ScT

SOCIAL TOTEMS

Pl

PLEASURE

Rsp

RESPECT

Inv

INVOLVEMENT

Ac

ACCESS

Be

BELONGING

Em

EMPATHY

SVs

SHARED VALUES

Me

MEANING

19 drivers(Elements*) of engagement

* See notes for explanation of Elements

Shares your valuesIs aesthetically pleasingIs useful

Easy to access

Is clear

Is safe

Is single-minded

Is memorable

Triggers positive associations

Is passionate

Is playful

Is original or different

Is physically pleasurable

Leads not follows

Is trustworthy

Is consistent

Is popularIs part of popular culture Is growing in popularityChallenges youIs valued or respected by others

Is surprising or intriguing

Sparks conversation

Is well-known

Really understands you

Has your best interests at heart

Is caring

Educates or inspires you

Helps you escape

Is associated with a ritual

Is valuedor respected by you

Has integrity

Has a conscience

Has a clear mission

Draws you inTakes you on a journey

Creates a two-way dialogue

0

0.5

1

HBv

HERDBEHAVIOUR

BeBELONGING

1 concrete, measurable

diagnostic tool

Applied to multiple brands

& categories across 4 markets

Shares your valuesIs aesthetically pleasingIs useful

Easy to access

Is clear

Is safe

Is single-minded

Is memorable

Triggers positive associations

Is passionate

Is playful

Is original or different

Is physically pleasurable

Leads not follows

Is trustworthy

Is consistent

Is popularIs part of popular culture

Is growing in popularityChallenges youIs valued or respected by othersIs surprising or intriguingSparks conversation

Is well-known

Really understands you

Has your best interests at heart

Is caring

Educates or inspires you

Helps you escape

Is associated with a ritual

Is valuedor respected by you

Has integrity

Has a conscience

Has a clear mission

Draws you in

Takes you on a journey

Creates a two-way dialogue

0.00

0.50

1.00

In

INTEGRITY

Re

RESPEECT

Be

BELONGING

ANALYSISStrengths?

Weaknesses?

Opportunities?

Purchase drivers?

Infinite potential for

analysis and deep insight into

engagement

And many surprising and

interesting insights…

©WEBER SHANDWICK 2012 All rights reserved

People are still

cavemen at heart

1

©WEBER SHANDWICK 2012 All rights reserved

To engage means to

reciprocate

2

HBvHERD

BEHAVIOUR

ScT

SOCIAL TOTEMS

Rsp

RESPECT

Inv

INVOLVEMENT

Be

BELONGING

Em

EMPATHY

SVs

SHARED VALUES

MEANING

©WEBER SHANDWICK 2012 All rights reserved

Multi-tasking is a

myth

3

©WEBER SHANDWICK 2012 All rights reserved

Respect drives

purchase universally

4£Rsp

RESPECT

©WEBER SHANDWICK 2012 All rights reserved

IT’SThe most engaging

we’ve seen brand (so far)

5ISN’T… OR

HBv

HERDBEHAVIOUR

De

DESIRE

Ae

AESTHETICS

ScT

SOCIAL TOTEMS

Rsp

RESPECT

Be

BELONGING

Make people feel that their brand is part of the cultural fabric and is growing in popularity.

Make everything they do and everything they communicate visually appealing.

Whatever they do, they do it with passion that incites desire and anticipation of pleasure.

Make customers feel like they belong to something special and make others want to join them.

Do things that make people respect them and communicate without hubris.

Communicate about what they do in a way that drives conversation and unlocks social interaction.

1

2

3

4

5

6

The UK’s best brands do 6 things better than the rest

6

Not very satisfied in my job

15%

Would change jobs tomorrow if I

could

18%

Very satisfied in my job

45%

Would recommend my

employer

46%

Feel valued as an employee

51%

In

INTEGRITY

De

DESIRE

Rsp

RESPECT

En

ENHANCEMENT

As

ASSOCIATIONS

It also applies to Employee Engagement

7

But MOST importantly it’s

taught us that…

Innovation is not just

fascinating and

fun…

It unlocks CMO doors and new

revenue streams.