Connecting to Consumers
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Connecting to consumers. A presentation outlining the digital landscape as well as the psychology of advertising and how to interact with consumers to drive engagement and interest around brands and content - offline and online.
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Connecting to Consumers
- 1. May 6th, 2014 CONNECTING TO CONSUMERS BRAND INNOVATION SUMMIT
- 3. THE AGENDA
- 4. LESSONS LEARNED THE AGENDA THE CHALLENGE WHAT’S NOW THE SOLUTION brendangahan.com
- 6. We live in an attention economy brendangahan.com
- 7. As content has grown increasingly abundant and immediately available, attention becomes the limiting factor in the consumption of information. ! -Thomas H. Davenport brendangahan.com
- 8. 0 25 50 75 100 2007 2008 2009 2010 2011 2012 2013 100 Hours/Minute brendangahan.com
- 9. 2MM+ BLOG 5.3 TRILLION DISPLAY ADSSHOWN ONLINE EACH YEAR 500 million tweets daily 4.75 BILLION SHARED ON FACEBOOK EVERY DAY PIECES OF CONTENT posts per day brendangahan.com
- 11. WHAT’S NEXT NOW
- 12. Tech is making everything accessible ! brendangahan.com
- 13. The number of transistors per square inch on integrated circuits will double. ! -Moore’s Law brendangahan.com
- 16. THE IMPLICATIONS
- 17. Consumers are content creators and media networks. ! brendangahan.com
- 21. MEDIA CONSUMPTION > 8.2 Million (premiere)10.6 Million (one channel) brendangahan.com
- 25. brendangahan.com
- 28. CELEBRITY
- 29. LESSONS LEARNED
- 30. Singular metrics do not define success brendangahan.com
- 31. The more any quantitative social indicator (or even some qualitative indicator) is used for social decision-making, the more subject it will be to corruption pressures ! -Campbell’s Law brendangahan.com
- 32. WE CAN GROW A COMMUNITY, BUT CAN WE COMMUNICATE WITH THEM? brendangahan.com
- 33. WE CAN GET VIEWS, BUT IS ANYONE WATCHING? brendangahan.com
- 34. WE CAN SCALE, BUT IS ANYONE PAYING ATTENTION? ! 86% of internet users suffer from ‘banner blindness’ brendangahan.com
- 36. 3. NOTHING DRAWS A CROWD LIKE A CROWD WHAT WE KNOW WORKS 1. EMOTIONS ARE ENGAGING 2. INVITE AN AUDIENCE ALONG brendangahan.com
- 39. PROBABILITY OF MAKING THE ‘MOST EMAILED’ LIST Anxiety Anger Sadness Awe Time at top of home page 21% 34% 30% 20% -16% brendangahan.com
- 40. AVERAGE SHARES PER DAY POSITIVE NEGATIVE ! 2,581 HIGH AROUSAL Exhilaration Hilarity Astonishment Inspiration LOW AROUSAL Happiness Amusement Surprise Calmness ! 3,152 ! 2,422 HIGH AROUSAL Anger Disgust Shock Frustration LOW AROUSAL Sadness Irritation Discomfort Boredom ! 4,080 brendangahan.com
- 48. Build in-roads to audiences via exclusives, integrations, or collaborations. brendangahan.com
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- 55. NOTHING DRAWS A CROWD LIKE A CROWD
- 56. Generate momentum early on - creating a snowball effect and self-fulfilling prophecy brendangahan.com
- 58. RATE OF SHARES OVER TIME Views per day Sharesperday 50,000 40,000 30,000 20,000 10,000 0 brendangahan.com
- 61. THE TAKEAWAYS
- 63. "Content that evokes high arousal emotions, regardless of their valiance, is more viral." ! - Jonah Berger & Katherine L. Milkman brendangahan.com
- 64. NOTHING DRAWS A CROWD LIKE A CROWD
- 65. “You don’t want everyone to see a piece of content. You want the people who are really excited about the content to see it.” ! - Jonah Peretti brendangahan.com
- 67. Individuals' probability of starting clapping increased in proportion to the number of other audience members already ‘infected’ by this social contagion ! - RICHARD P MANN brendangahan.com
- 68. … if all else fails brendangahan.com
- 69. brendangahan.com