content psychology: human, distinctive, simple, like-minded
DESCRIPTION
We all know the importance of content these days and most of us are embracing it with gusto. But how effective are we being in terms of inspiring and persuading our customers? This presentation explores this challenge and demonstrates how, by understanding what appeals to and motivates people in a digital context, you can improve the effectiveness of the communication you’re putting out there.TRANSCRIPT
Want to grow your business?
Understand what makes people tick.
Marketing In The Lounge: 13 August 2014‘Content Psychology’, presented by Allie Johns
KEY TAKEOUT
… it’s the why that they do it and that’s what gets results.
INFORMATION OVERLOAD
NOT ENOUGH DIFFERENTIATION TO GO ROUND
“Your Manchester experience is what you make of it. This is a university and a city with endless possibilities – a place where
you take control of your future..”
“…a friendly, vibrant and pioneering University. We continually invest in our campus, facilities and industry partnerships to enhance your student experience and provide opportunities
to develop the skills needed to succeed in your career ”
“one of the UK’s most exciting universities, we offer you a wide variety of courses designed toto equip you with the important skills, qualifications and experience you need
to make you a sought-after professional.”
YOUR CUSTOMER PROFILE IS EVOLVING
“Persil washes whiter.” “Really?”
‘Generation Me’
75% have social network profile
20% have posted a video
91% have posted a selfie
‘Brand-in-Hand’
Don’t trust easilySource: Pew Research Social & Demographic Trends.
‘Millenials'
61% visit 3rd party sites, seek feedback from peers and partners and social channels rather than engage in a sales conversation
70% believe technology will replace human interaction in the next 10 years
93% use Google search to begin the buying process
60% of C-Suite Execs conduct more than 6 online searches a day
71% see communication shifting more towards social/digital collaborationSources: B2B Marketing Summit 2013, jeffbullas.com, DemandGen, SmartInsights, Avanade 2013, IBM Institute for Business Value 2013.
Gen ‘Y’ / ‘X’
61% of social media users share their experiences to “give recognition for a job well done.”
58% write reviews to protect others from bad experiences
42% expect a customer service response within 12 hours
60% percent of consumers researching products through multiple online sources learned about a specific brand or retailer through social networking sites.Sources: Neilsen/NM Incite; 18 - 34 year olds.
WE’RE MORE EMPOWERED THAN EVER
WE’RE HARD-WIRED FOR SIMPLICITY
2 x 2 =
17 x 24 =
I FEEL, THEREFORE I DECIDE.
ted,com
BRAND LOVE EXISTS. FACT.
@brandlover7
‘Parasocialbranding’
A NEW MARKETING ERA
BUSINESSES THAT CONNECT…
Attractive +
Like me +Relevant +Authentic +
Easy =
Credible +Mobile +Social +24/7 +Useful =
Emotional
Rational
+ = PERSUADE
INSPIRE ENGAGE
FIND OUT WHO YOU ARE…
Essence
Personality
Values
Promise
Benefit Truths
Key insight
Audience Market
…and do it on purpose.
FOCUS ON CLIENTS NOT COMPETITORS
UNDERSTANDING WHAT MAKES PEOPLE TICK
Supply Chain DirectorInfluencer
VP Learning & DevelopmentDecision-Maker
Supply Chain ManagerBudding Decision-Maker
Managing DirectorDecision-Maker
CharacteristicsMIKEAge: 50University-educated, loyal, committed. Well-versed in transformational change. KPI driven.
“I care about my team productivity but I’m not sure about people-based training”
MotivationsCares about the workforce he’s responsible for & achieving targets. May be sceptical of people-based training that he’s not aware of.
Where online?Intermittently on LinkedIn – just finding his feet. Not on twitter or Facebook. Not a blogger but looking for whitepapers/case studies on transformational change.
CharacteristicsMELISSAAge: 39Completely people-focused & up to speed on all transformational & behavioural change methodologies.
“I want to build a motivated, loyal, empowered workforce.”
MotivationsCreating a motivated, loyal, productive workforce – minimising negativity/maximising effectiveness. Tendency to ‘tick box’ perhaps.
Where online?Uses LinkedIn extensively. Just getting to grips with twitter. Interacts in online HR/CPD forums.
CharacteristicsMARKAge: 41University educated, ‘been around the block’ career-wise but dedicated to the company and his team.
MotivationsCares about the people, understands benefit of people & process, wants to reduce waste & deliver KPIs. Aiming for notoriety, becoming more qualified in change management.
Where online?Uses LinkedIn & twitter professionally & personally. Facebook for pleasure/keeping in touch with friends. Blogger.
CharacteristicsPAULAge: 32In first MD role, committed, looking for notoriety (perhaps to move up to a bigger organisation). Budget-holder.
“I want us to be the most efficient manufacturer in our sector.”
MotivationsWants to make his mark by creating the most efficient manufacturing process. Embraces transformational change & wants a motivated workforce at all levels.
Where online?Uses LinkedIn predominantly but becoming increasingly aware of power of twitter to build his industry profile. Facebook for please/keeping in touch with friends.
“I’m into understanding the benefit of combining people & process for productivity.”
BE HUMAN NOT CORPORATE
BE MORE DIGITAL
Ipsos Millennial Social Influence Study 2014.
EARN TRUST
UNDERSTANDING WHAT MAKES PEOPLE TICK
REALyou - me, the person you sit next to on the train.
RIGHTmessage,right way,right time.
RELEVANTwhat they want to hear,
not what you want to tell them.
KEEP IT REAL, RIGHT, RELEVANT
UNDERSTANDING WHAT MAKES PEOPLE TICK
LEARN FROM OTHER SECTORS - ‘LIKE ME’ / AUTHENTIC
UNDERSTANDING WHAT MAKES PEOPLE TICK
LEARN FROM OTHER SECTORS - ATTRACIVE / EASY
UNDERSTANDING WHAT MAKES PEOPLE TICK
LEARN FROM OTHER SECTORS - EASY / ‘LIKE ME’
UNDERSTANDING WHAT MAKES PEOPLE TICK
KEEP IT SIMPLE
UNDERSTANDING WHAT MAKES PEOPLE TICK
KEEP IT SIMPLE
EMBRACE EMOTION
Plutchik: Wheel of Emotion
HBR Blog: 23/10/13: Libert/Tynski
Curiosity
Amazement
Interest
Astonishment
Admiration
FOR EFFECTIVE CONTENT
1. Be more like them
2. Keep it simple
3. Be distinctive
4. Embrace digital
5. Balance ‘surface’ and ‘experienced’ credibility
6. Balance emotional and rational cues
UNDERSTANDING WHAT MAKES PEOPLE TICK
DOES IT WORK?
In the USA, UK and Germany alone, brands that offer increased simplicity stand to gain $50 billion in revenue
75% of consumers are more likely to recommend a brand because it provides simpler experiences and communications
31% greater revenue growth 2010 - 2013
27% more growth in stock value 2010 - 2013
Source: Siegel + Gale Simplicity Index 2013 / B2B Now Study 2014
AND THAT MEANS…
… it’s the why that they do it and that’s what gets results.