18 January 2013 1 Comment

Social & Brand engagement fundamentals according to Martin Lindstrom

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Social engagment, Brand Engagement, Social Engagement Strategy, Brand Engagement strategyEngagement is fundamental to success in today’s a market. Social and brand engagement builds bonds that can lead to profitable exercise at both end. The arithmetic of engagement can be so simple if we understand the mechanics. But it has the potential of a stormy sea if vital legs are missing. For instance, to get four, two plus two or two multiply by two may be simple way. If a person removes the first two or the one after the addition/multiplication signs, it will take a longer process to achieve the goal.

At the heart of engagement is emotional connection. When this vital organ is gone or destroyed, other efforts may seem useless. The organ that will circulate the blood is essential. To establish this importance, Martin Lindstrom says ‘‘… emotions are the ways through which our brains encode things of value and a brand that engages us emotionally… will win every single time’’. We cannot but agree more.

I am currently going through Lindstrom’s ‘Buy.Ology’.  A book that is focussed on reasons behind why consumers buy what they buy. It is a revolutionary book which challenges every held believe about rationality of consumers in the buying decisions. Everyone claims to be rational when it comes to making decisions on what to buy. But a careful study through neuroscience shows a contrary result.

Our focus here today is not on marketing but engagement and we see a pattern that can strengthens or be disruptive to long held beliefs on factors that make social and brand engagement thick. We will just analyse what Martin Lindstrom says and allow people to make their informed opinion. On our own part, we may not be far from reaching a conclusion that these are valid if a person is thinking of strong social and brand engagement.

Understand most human brains are on auto pilot: If you ever dream of social and brand engagement, give a careful thought to the fact that a minimum of 85% of the time, targets’ brain are on auto-pilot. Lindstrom substantiated his claim by saying ‘‘sometimes we do not plan to lie, it is just that our unconscious minds are a lot better in interpreting our behaviours (including why we buy(engage in this instance) than our conscious minds are. Why this assertion’s acceptance may vary in degree, a careful thought on this will help in gaining a level of social and brand engagement. It can also be true if we consider the ‘herd’s theory’.

Be scarily smart: these words may sound new to many. So was I. But there is a level of uncommon truth in it. Martin Lindstrom says, tobacco companies have been scarily smart. Otherwise how do you explain increasing surge in tobacco consumption in some countries despite all the health implication warnings.

Understand what really drives the target and not what they say: we strongly believe this principle also work with social and brand engagement as it works for buying decision. Be on point, go deeper beyond what they say and find real motive for their actions.

Have right attitude that drives your target: Attitude is everything. What you may call right attitude in certain tribe may be an abomination in others. Do not try to preach your attitude or force your attitude on them. You need them to engage with you. First, reach out with their attitude and then when the relationship has reached a point of no return, you may bring out the joker.

Does this make sense? Do you have a contrary opinion? Express it in the comment section.

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