-if you can't engage people emotionally, they won't be swayed
-another way is through personal connection
Ex: Kiva-donating to entrepreneurs globally
Characters of highly engaging campaigns:
-Transparency
-Interactivity
-Immediacy
-Facilitation
-Commitment
-Co-creation
-Collaboration
-Experience
-Trust
Four Design Principles:
-Tell a story: need to structure the story, structures move us, make us feel alive and inspired
How to tell a story: keep audience wondering what's happening next. Get attention fast. Make it sticky. Focus on the protagonist. Home in on protagonists problems
-Empathize-identify personal relevance to engage the audience. Empathize with your audience's needs and feelings. Connect with people you are trying to reach too
Ex: Re-use towels at a hotel to be eco-friendly
-Be authentic-if you are not engage, you won't engage anyone else. Increase feelings of closeness and connection (increases lengths people will go to: put a name and a face to causes).
Ex: Be open, clear and genuine
Match the Media: don't rely on one social media, online media. Engagement and empowerment is best achieved when it flows in both directions. Acknowledge people who help you.
Ex: TOMS shoes: Youtube and FB. Hosts offline events
Charity Water- founded by Scott Harrison-owned a night club. Felt spiritually bankrupt. Made an organization that helps build wells that provide clean water to a population in need of it.
No comments:
Post a Comment