The Science of Engagement & Behaviour

Change

Official Hashtag: #EngagementScience

Fighting for ground space

A new engagement battleground

Fighting for brain space

Fighting for ground space

©WEBER SHANDWICK 2012 All rights reserved

AnthropologyDr Grant McCracken

PsychologyDr Olivier Oullier

NeuroscienceDr Thomas Zoëga Ramsøy

Three world-renowned

experts

EVERY DECISION IS MADE BY 2

PEOPLE

©WEBER SHANDWICK 2012 All rights reserved

RECIPROCITY IS AT THE HEART OF

ENGAGEMENT

©WEBER SHANDWICK 2012 All rights reserved

MULTI-TASKING IS A

MYTH

THE BRAIN IS A RISK AVERSE MECHANISM

AND THE HERD TENDS TO WIN

OUT

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

ENGAGEMENT IS GOVERNED

BY 19 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

Capture

Capture & Build

Build

ONE CONCRETE

MEMORABLE TOOL

HBv

HERDBEHAVIOUR

Rsp

RESPECT

Be

BELONGING

Rsp

RESPECT

Ac

ACCESS

Be

BELONGING

Rsp

RESPECT

Ac

ACCESS

Be

BELONGING

HBv

HERDBEHAVIOUR

Rsp

RESPECT

Be

BELONGINGPURCHASE-DRIVERS ARE

COMMON ACROSS

MARKETS

In

INTEGRITY

Me

MEANING

As

ASSOCIATIONS

Ae

En

ENHANCEMENT

AESTHETICS

De

DESIRE

Pl

PLEASURE

Esc

ESCAPE

BUT NATIONAL STEREOTYPES

ABOUND

©WEBER SHANDWICK 2012 All rights reserved

Shares your values Is 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 in

Takes you on a journeyCreates a two-way dialogue

0.00

0.50

1.00

SCOTLAND IS VERY

SIMILAR TO REST OF THE UK

Me

MEANING

De

DESIRE

Ac

ACCESS

Ae

AESTHETICS

Re

En

ENHANCEMENT

RESPECT

BUT YOU ARE PART FRENCH…

AND YOU’RE MORE FOND OF DESIGN

BRANDS

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

0.00

0.50

1.00

SCOTLANDUK

YOU LOVE YOUR IRN

BRU

APPLECOCA COLAIRN BRU

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

0.00

0.50

1.00YOU LOVE

YOUR IRN BRU

IRN BRUCOCA COLA

Social Totems

Shared Values

Respect

Pleasure

Newness

Meaning

Involvement

Intrigue

Integrity

Herd Behaviour

Experience

Escape

Enhancement

Empathy

Desire

Belonging

Associations

Aesthetics

Access

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

En

ENHANCEMENT

Ne

NEWNESS

HBv

HERDBEHAVIOUR

As

ASSOCIATIONS

In

INTEGRITY

Be

BELONGING

Int

INTRIGUE

Em

EMPATHY

BECAUSE IT SURPRISES, INSPIRES &

CARES

Emotion Knowledge Behaviour

ENGAGEMENT PLATFORM

HBv

HERDBEHAVIOUR

ScT

SOCIAL TOTEMS

Ac

ACCESS

As

ASSOCIATIONS

Pl

PLEASURE

USE THIS SIMPLE MODEL

TO PLAN CAMPAIGNS