Insight for
brands,
grounded in
Science not
Fiction

Science of
Engagement
Product of the
Year, 2013
Anthropology
Dr Grant
McCracken

3 worldrenowned
experts

Neuroscience
Dr Thomas Zoëga
Ramsøy
©WEBER SHANDWICK 2012 All ri...
ACCESS

Ac
ENHANCEMENT

En
INVOLVEMENT

Inv

ASSOCIATIONS

AESTHETICS

Ae

As
ESCAPE

Esc

Be

EXPERIENCE

Exp

MEANING

M...
1 concrete,
measurable
diagnostic tool

Shares your values
Creates a two-way dialogue
Is aesthetically pleasing
1
Takes yo...
Applied to
multiple brands
& categories
across 4 markets
Infinite
potential for
analysis and deep
insight into
engagement

Creates a two-way dialogue

Takes you on a journey
Draws...
And many
surprising and
interesting
insights…
1
People are
still
cavemen at
heart
©WEBER SHANDWICK 2012 All rights reserved
2
BELONGING

EMPATHY

Be

Em

MEANING

HBv

INVOLVEMENT
HERD
BEHAVIOUR

Inv
SHARED VALUES

SVs

©WEBER SHANDWICK 2012 All ...
3
Multitasking is a
myth

©WEBER SHANDWICK 2012 All rights reserved
RESPECT

£Rsp

4
Respect
drives
purchase
universally

©WEBER SHANDWICK 2012 All rights reserved
5
The most
engaging
we’ve seen
brand (so far)

©WEBER SHANDWICK 2012 All rights reserved

ISN’T…

OR

IT’S
HERD
BEHAVIOUR

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

2

Make ev...
Feel valued as an
employee
Would
recommend my
INTEGRITY
employer
Very satisfied in
my job
Would change
ENHANCEMENT
jobs to...
But MOST
importantly it’s
taught us
that…
Innovation is
not just
fascinating and

fun…
It unlocks CMO
doors and new
revenue
streams.
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Innovation in PR: Science of Engagement by Adam Mack, ICCO Summit 2013

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The 2013 ICCO Summit Presentation by Adam Mack, Chief Strategy Officer at Weber Shandwick. Delivered on 10th October 2013 as part of the "Innovation in PR" block.

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Innovation in PR: Science of Engagement by Adam Mack, ICCO Summit 2013

  1. 1. Insight for brands, grounded in Science not Fiction Science of Engagement Product of the Year, 2013
  2. 2. Anthropology Dr Grant McCracken 3 worldrenowned experts Neuroscience Dr Thomas Zoëga Ramsøy ©WEBER SHANDWICK 2012 All rights reserved
  3. 3. ACCESS Ac ENHANCEMENT En INVOLVEMENT Inv ASSOCIATIONS AESTHETICS Ae As ESCAPE Esc Be EXPERIENCE Exp MEANING Me BELONGING SHARED VALUES SVs * See notes for explanation of Elements De HERD BEHAVIOUR HBv NEWNESS Ne DESIRE PLEASURE Pl EMPATHY Em INTEGRITY In INTRIGUE Int RESPECT Rsp SOCIAL TOTEMS ScT 19 drivers (Elements*) of engagement
  4. 4. 1 concrete, measurable diagnostic tool Shares your values Creates a two-way dialogue Is aesthetically pleasing 1 Takes you on a journey Is useful Draws you in Easy to access 0.9 Has a clear mission Has a conscience Has integrity Is clear 0.8 0.7 Is safe 0.6 Is single-minded 0.5 0.4 Is valuedor respected by you Is memorable 0.3 Is associated with a ritual Triggers positive associations 0.2 0.1 Helps you escape Is passionate 0 Educates or inspires you Is playful Is caring Is original or different Has your best interests at heart Is physically pleasurable Really understands you Is well-known Sparks conversation BELONGING Be Is surprising or intriguing Is valued or respected by others Challenges you HERD BEHAVIOUR Leads not follows Is trustworthy HBv Is consistent Is popular Is part of popular culture Is growing in popularity
  5. 5. Applied to multiple brands & categories across 4 markets
  6. 6. Infinite potential for analysis and deep insight into engagement Creates a two-way dialogue Takes you on a journey Draws you in Has a clear mission INTEGRITY Has a conscience Is memorable 0.40 In Has integrity Is valuedor respected by you ANALYSIS 0.30 Triggers positive associations 0.20 Strengths? Is passionate 0.10 RESPEECT Is associated with a ritual Helps you escape Shares your values Is aesthetically pleasing 0.90 Is useful Easy to access 0.80 Is clear 0.70 Is safe 0.60 Is single-minded 0.50 Weaknesses? Is playful 0.00 Is original or different Opportunities? Re Educates or inspires you Is physically pleasurable Purchase drivers? Is caring Leads not follows BELONGING Has your best interests at heart Really understands you Is well-known Sparks conversation Is surprising or intriguing Is valued or respected by others Be Is trustworthy Is consistent Is popular Is part of popular culture Is growing in popularity Challenges you
  7. 7. And many surprising and interesting insights…
  8. 8. 1 People are still cavemen at heart ©WEBER SHANDWICK 2012 All rights reserved
  9. 9. 2 BELONGING EMPATHY Be Em MEANING HBv INVOLVEMENT HERD BEHAVIOUR Inv SHARED VALUES SVs ©WEBER SHANDWICK 2012 All rights reserved RESPECT Rsp SOCIAL TOTEMS ScT To engage means to reciprocate
  10. 10. 3 Multitasking is a myth ©WEBER SHANDWICK 2012 All rights reserved
  11. 11. RESPECT £Rsp 4 Respect drives purchase universally ©WEBER SHANDWICK 2012 All rights reserved
  12. 12. 5 The most engaging we’ve seen brand (so far) ©WEBER SHANDWICK 2012 All rights reserved ISN’T… OR IT’S
  13. 13. HERD BEHAVIOUR Make people feel that their brand is part of the cultural fabric and is growing in popularity. 2 Make everything they do and everything they communicate visually appealing. 3 Whatever they do, they do it with passion that incites desire and anticipation of pleasure. 4 HBv 1 Make customers feel like they belong to something special and make others want to join them. 5 Do things that make people respect them and communicate without hubris. 6 Communicate about what they do in a way that drives conversation and unlocks social interaction. AESTHETICS Ae DESIRE De BELONGING Be RESPECT Rsp SOCIAL TOTEMS ScT 6 The UK’s best brands do 6 things better than the rest
  14. 14. Feel valued as an employee Would recommend my INTEGRITY employer Very satisfied in my job Would change ENHANCEMENT jobs tomorrow if I could Rsp ASSOCIATIONS As Not very satisfied in my job 15% En De 45% RESPECT DESIRE 51% 46% In 7 18% It also applies to Employee Engagement
  15. 15. But MOST importantly it’s taught us that…
  16. 16. Innovation is not just fascinating and fun…
  17. 17. It unlocks CMO doors and new revenue streams.
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