Human Motivation & Your Brand

Maslows-hierarchyWhen thinking about developing client programs that rely on Social Media, a.k.a. direct consumer engagement, it helps us to consider the work of renowned psychologist Abraham Maslow.  Whozzat?

“Maslow’s hierarchy of needs is a theory in psychology, proposed by Abraham Maslow in his 1943 paper A Theory of Human Motivation.” (Wikipedia)

What motivates us?  At its most basic, of course we’re keen on breathing, eating, sex, safety.  But when it comes to Social Media Marketing, naturally “Belonging” and “Esteem” rise to prominence.

In the Olden Days of Marketing (all of 2 years ago!?) it was relatively hard for a Big Brand to make its consumers feel esteemed.

You can’t make someone feel respected if you can’t hear their voice in the first place.

You can’t make someone feel as if they belong in your brand tribe if they can’t find one another.

You can’t make members of your brand tribe feel empowered if they don’t know when or if you are listening.

Now, you can.  Now, you have little excuse not to do so.

What can you do to make your customers and prospects feel safe, included, respected, and empowered?

When you start thinking in these terms, you won’t start-off a marketing strategy meeting by asking, “What’s our Twitter strategy?”



Posted on: May 19, 2009 at 8:42 am By Todd Defren
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