Enchantment Through Engagement

ENCHANTMENT THROUGHENGAGEMENT

Based on the book “e Art of Enchantment” by Guy KawasakiPresented by Penny Kim

GUY KAWASAKI

Former chief evangelist ofApple and co-founder ofAlltop.com

Presented his book “e Artof Enchantment” as a keynotespeaker for SXSW 2011

His points parallel with bestpractices for digital strategy

ACHIEVE LIKABILITY Be likeable

Build a relationship

Be generous

ACHIEVE TRUSTWORTHINESS Brand presence

Reputation management

Be transparent

Reciprocity

GET READY Do something DICEE (Deep, intelligent, complete, empowering, elegant)

Make it short, sweet and swallowable

Test it, break it, "x it

1993

2011

LAUNCH IT Tell a story

Plant many seedsfor social reach

Illustrate salientpoints

OVERCOME RESISTANCE e more innovative your

product, the moreresistance you’ll receive

Provide social proof

enchant all the in#uencerson all levels

MAKE ENCHANTMENT ENDURE Don’t use money as a motivator, invoke reciprocation

Strive for internalization

Build an ecosystem

PRESENT IT Find and speak your brand voice

Customize your product

Sell your dreams

USE TECHNOLOGY Remove the speed bumps (Captcha, lead gen form, create login)

Engage fast, with many and often

Provide value

ENCHANT UP Always deliver bad news early

Offer solutions

Prototype fast

ENCHANT THE REST Provide MAP (mastery, autonomy, purpose)

Empower action to do the right thing

Judge results and intentions