![Page 1: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/1.jpg)
“Care”: The Key To Customer
Engagement In The Age of “NOW”
What The Customerʼs Psychology Means For Brands
Tom Guarriello, Ph.D.TrueTalk Consulting, Inc. &
School of Visual Arts, Masterʼs In Branding
![Page 2: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/2.jpg)
fashion is the new
black
![Page 3: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/3.jpg)
![Page 4: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/4.jpg)
1955 2011
![Page 5: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/5.jpg)
everybodycaresabout
“fashion”
![Page 6: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/6.jpg)
1,000,000,000,0002011 online brand
mentions:people,
and things,
Icare about
![Page 7: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/7.jpg)
![Page 8: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/8.jpg)
tavi gervison: 15 year-old
fashion-obsessed feminist
“style rookie”
![Page 9: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/9.jpg)
“claire” age unknown
on london street via
sartorialist.com
![Page 10: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/10.jpg)
angela, “turning 50”
aka “Trendy in New
Mexico”
![Page 11: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/11.jpg)
things they care about
![Page 12: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/12.jpg)
Care: to be concerned about;
have regard for; hold dear
psychological alchemy
that transforms “things”
into “valuables”
![Page 13: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/13.jpg)
Why do we care about
things?
![Page 14: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/14.jpg)
physiological
safety
love & belonging
self-esteem
self-actualization
Maslowʼs hierarchy of needs
“social needs”
![Page 15: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/15.jpg)
wired to
care and connect
![Page 16: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/16.jpg)
brain: emotion before logic
![Page 17: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/17.jpg)
![Page 18: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/18.jpg)
So what?
![Page 19: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/19.jpg)
So....you are in the
“care business”
![Page 20: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/20.jpg)
What should I do?
![Page 21: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/21.jpg)
1.pay care-ful attention:
look,listen,
appreciate,imagine
![Page 22: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/22.jpg)
“I understand you...”
![Page 23: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/23.jpg)
2.engage care-fully:
“attract and hold fast”interact emotionally
![Page 24: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/24.jpg)
“I feel with you...”
![Page 25: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/25.jpg)
SixEmotions
![Page 26: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/26.jpg)
fearUnderstanding Comics,
Scott McCloud
![Page 27: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/27.jpg)
anger
![Page 28: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/28.jpg)
disgust
![Page 29: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/29.jpg)
sadness
![Page 30: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/30.jpg)
surprise
![Page 31: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/31.jpg)
joy
![Page 32: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/32.jpg)
joy
positive
surprise
neutral
fear anger disgust
negative
sadness
![Page 33: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/33.jpg)
joy
![Page 34: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/34.jpg)
we arewired to mirror
emotions
![Page 35: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/35.jpg)
joy
+
surprise
delight or relief
![Page 36: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/36.jpg)
joy
+
pride
anger
![Page 37: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/37.jpg)
joy
+
hope
fear
![Page 38: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/38.jpg)
3.help caring-ly:
how can we make the customerʼs life better?
![Page 39: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/39.jpg)
“I want to help you...”
![Page 40: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/40.jpg)
The Question:“What would I say or
do right now if I really cared
about this person?”
![Page 41: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/41.jpg)
The best way to cheer yourself up is to try to cheer
somebody else up.
Mark Twain
![Page 42: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/42.jpg)
“I want to help you...”
“I feel with you...”
“I understand you...”
![Page 43: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/43.jpg)
“The intuitive mind is a sacred gift and the rational mind is a
faithful servant. We have created a society
that honors the servant and has
forgotten the gift.”
![Page 44: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/44.jpg)
“Not everything that can be counted counts, and not everything that
counts can be counted.”
Einstein on ROI
![Page 45: Care: The Key To Customer Engagement in Social Media](https://reader033.vdocuments.site/reader033/viewer/2022051412/54c0cb4a4a7959992c8b45b6/html5/thumbnails/45.jpg)