Some good principles here. Nothing new and most of them have been batted about over the past few years, but I am still astounded how many don’t get the Engagement point. The steps:

• Focus: Hand pick small audiences that will have a positive emotional reaction to the campaign you’re pushing.
• Grab attention: The more you remove barriers for the audience to help you, the better your chances. Breaking those down, in fact, is possibly more important than encouraging action on their behalf.
• Engagement: Humans aren’t set up to understand logic. They’re set up to understand stories. Want to hook an audience? Talk to it, not at it.