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.

1. Insight for
brands,
grounded in
Science not
Fiction
Science of
Engagement
Product of the
Year, 2013

2. Anthropology
Dr Grant
McCracken
3 worldrenowned
experts
Neuroscience
Dr Thomas Zoëga
Ramsøy
©WEBER SHANDWICK 2012 All rights reserved

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. 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. Applied to
multiple brands
& categories
across 4 markets

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. And many
surprising and
interesting
insights…

8. 1
People are
still
cavemen at
heart
©WEBER SHANDWICK 2012 All rights reserved

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

11. RESPECT
£Rsp
4
Respect
drives
purchase
universally
©WEBER SHANDWICK 2012 All rights reserved

12. 5
The most
engaging
we’ve seen
brand (so far)
©WEBER SHANDWICK 2012 All rights reserved
ISN’T…
OR
IT’S

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. 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. But MOST
importantly it’s
taught us
that…

16. Innovation is
not just
fascinating and
fun…

17. It unlocks CMO
doors and new
revenue
streams.