The document outlines three rules for social media engagement: 1) Add Value by making a social exchange and using social currency, 2) Be Exclusive by giving exclusive first looks and letting fans choose exclusive experiences, and 3) Fuel Fan Power by creating a place for fans to play and collaborating with them. Following these three rules can help brands engage with fans repeatedly on social media.

1. The new rules of engagement:
Add value, be exclusive
and fuel fan power
Dimitris Savvakos, Creative Director
OgilvyOne Athens
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2. What is social media
engagement?
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3. Social media engagement
is a game!
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4. The rules to win
the engagement game
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5. RULE 1
Add Value
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6. Add Value
Make a Social Exchange
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7. Add Value
Make a Social Exchange
“84% of people would
share their personal
information with brands
in exchange for a tailored
service.”
Contagious Magazine
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8. Add Value
Make a Social Exchange
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9. Add Value
Use the Social Currency
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10. Add Value
Use the Social Currency
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11. RULE 2
Be Exclusive
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12. Be Exclusive
Give the Exclusive First-Look
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13. Be Exclusive
Give the Exclusive First-Look
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14. Be Exclusive
Let Fans Choose
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15. Be Exclusive
Let Fans Choose
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16. Be Exclusive
Offer An Exclusive Experience
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17. RULE 3
Fuel Fan Power
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18. Fuel Fan Power
Create a Place to Play
Create a Place to Play
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19. Fuel Fan Power
Create a Place to Play
Create a Place to Play
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20. Fuel Fan Power
Collaborate
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21. Engage again
and again
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22. 22

23. 23

24. The Rules of Engagement
Add Value Be Exclusive Fuel Fan Power
Make a Social Exchange Give the Exclusive First-Look Create a Place to Play
Use the Social Currency Let them Choose Collaborate
Offer An Exclusive Experience
Engage Again And Again

25. Thank you!
social@ogilvy
@savvakos
dimitris.savvakos@ogilvy.com
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