Enchantment Through Engagement
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Transcript of Enchantment Through Engagement
ENCHANTMENT THROUGHENGAGEMENT
Based on the book “e Art of Enchantment” by Guy KawasakiPresented by Penny Kim
GUY KAWASAKI
Former chief evangelist ofApple and co-founder ofAlltop.com
Presented his book “e Artof Enchantment” as a keynotespeaker for SXSW 2011
His points parallel with bestpractices for digital strategy
ACHIEVE LIKABILITY Be likeable
Build a relationship
Be generous
ACHIEVE TRUSTWORTHINESS Brand presence
Reputation management
Be transparent
Reciprocity
GET READY Do something DICEE (Deep, intelligent, complete, empowering, elegant)
Make it short, sweet and swallowable
Test it, break it, "x it
1993
2011
LAUNCH IT Tell a story
Plant many seedsfor social reach
Illustrate salientpoints
OVERCOME RESISTANCE e more innovative your
product, the moreresistance you’ll receive
Provide social proof
enchant all the in#uencerson all levels
MAKE ENCHANTMENT ENDURE Don’t use money as a motivator, invoke reciprocation
Strive for internalization
Build an ecosystem
PRESENT IT Find and speak your brand voice
Customize your product
Sell your dreams
USE TECHNOLOGY Remove the speed bumps (Captcha, lead gen form, create login)
Engage fast, with many and often
Provide value
ENCHANT UP Always deliver bad news early
Offer solutions
Prototype fast
ENCHANT THE REST Provide MAP (mastery, autonomy, purpose)
Empower action to do the right thing
Judge results and intentions