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The Science of Engaging Content

Liz Wolstenholme Head of Brand Strategy @Lizwol1

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‘We are as a species addicted to story’ Jonathan Gottshall

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The right stories help us to

learn, cope, connect, belong

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It’s one part

science, one

part art

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The Science of

Engagement™

©WEBER SHANDWICK 2012 All rights reserved

Anthropology Dr Grant McCracken

Neuroscience Dr Thomas Zoëga Ramsøy

Three world-

renowned

experts

HBv

HERD BEHAVIOUR

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

The Nineteen Elements of Engagement™

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Five

Engagement

Principles

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Each piece of content is like a mini-date

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#1 Never turn up empty-handed

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Ikea Life at Home

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#2 Strut your stuff

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#3 Keep them guessing

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#4 Always mood-date

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Pictures not words.

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#5 Introduce the family

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The Five Engagement Principles #1 Never turn up empty-handed #2 Strut your stuff #3 Keep them guessing #4 Always mood-date #5 Introduce the family