Learn how to build your reputation, brand, and loyal brand advocates by engaging people across the expanding variety of channels.

1. engagement
How to create a
love affair between your
brand and your buyers

2. engagement
Building your reputation
and brand depends on
engaging people across
an ever-expanding variety
of channels.

3. it’s a big deal
Engaged customers
buy your products,
follow your brand,
and share their passion
with their friends.
All you need is love.

4. optional...?
Hardly.
If you don’t engage
customers, your
competitors will.
Apathy kills.

5. emotion
Engagement can be
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
love doctors...
An anthropologist,
psychologist and
neuroscientist walk
into a bar...
No joke.

8. Dr. McCraken
anthropologist
“Some brands 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 is hard-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...
“The brand 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 Zoega Ramsoy
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 a love 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 essential element 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 essential element of engagement:
People gravitate to the stuff
!
connecting your
thatbrand & your buyer Be attractive.
looks good.

17. An essential element of 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 essential element of engagement:
We’re social animals.
!
Aimconnectingwelcoming.
to be your
brand & your buyer
Think tribal.

19. desire
An essential element of engagement:
You have wants. Your
!
connecting your have wants.
customers
brand & your buyer
Satisfy them.

20. empathy
An essential element 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 element of engagement:
enhancement
Everyone is competitive.
Everyone wants to improve.
!
connecting your
Can you & your buyer
brand help them?

22. escape
An essential element of engagement:
Everyone relishes a break
from reality. Be their
!
connecting your
transportation. Offer
brand & your buyer
opportunities to escape.

23. experience
An essential element 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 element of 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 element of engagement:
People seek consistency.
!
Build trustyour buyer honest and
by being
connecting your
brand &
keeping your promises.

26. intrigue
An essential element of engagement:
Ambiguity... suspense... fear...
!
connecting your
An incomplete picture sparks
brand & your buyer
curiosity. It’s engaging.

27. An essential element of 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 essential element of engagement:
Our quest for purpose
!
connecting your drives our
or meaning
brand & your buyer
behavior.

29. newness
An essential element 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 element of engagement:
pleasure
!
Please, your
connecting
please your peeps.
brand & your buyer

31. respect
An essential element of engagement:
Recognize effort.
!
Recognize accomplishment.
connecting your
Recognize buyer
brand & your common goals
and shared values.

32. $
Companies that engage with 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 is our 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 to be heard, we have to
communicate as though we were
speaking person-to-person with
our customers.”
engage
Brian Solis, from “Engage”

35. Point your browser to 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