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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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May 6th, 2014
CONNECTING TO CONSUMERS BRAND INNOVATION SUMMIT
Brendan Gahan!@brendangahan
brendangahan.com
THE AGENDA
LESSONS LEARNED
THE AGENDATHE CHALLENGEWHAT’S NOW
THE SOLUTION
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THE CHALLENGE
As content has grown increasingly abundant and immediately available, attention becomes the limiting factor in the consumption of information. !
-Thomas H. Davenport
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0
25
50
75
100
2007 2008 2009 2010 2011 2012 2013
100 Hours/Minute
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2MM+ BLOG
5.3 TRILLION DISPLAY ADS SHOWN ONLINE EACH YEAR
500 million tweets daily4.75 BILLION SHARED ON FACEBOOK EVERY DAY PIECES OF CONTENT
posts per day
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WHAT’S NEXT NOW
Tech is making everything accessible !
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The number of transistors per square inch on integrated circuits will double. !
-Moore’s Law
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SOCIAL COMPUTING
TEXTIMAGES
VIDEO
TEXTIMAGES
VIDEO?
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THE IMPLICATIONS
Consumers are content creators and media networks. !
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MEDIA CONSUMPTION
>
8.2 Million (premiere)10.6 Million (one channel)brendangahan.com
LESSONS LEARNED
Singular metrics do not define success
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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
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WE CAN GROW A COMMUNITY, BUT CAN WE COMMUNICATE WITH THEM?
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WE CAN GET VIEWS, BUT IS ANYONE WATCHING?
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WE CAN SCALE, BUT IS ANYONE PAYING ATTENTION? !
86% of internet users suffer from ‘banner blindness’
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SOLUTIONS: HUMAN BEHAVOR
3. NOTHING DRAWS A CROWD LIKE A CROWD
WHAT WE KNOW WORKS1. EMOTIONS ARE ENGAGING
2. INVITE AN AUDIENCE ALONG
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EMOTIONS ARE ENGAGING
PROBABILITY OF MAKING THE ‘MOST EMAILED’ LIST
Anxiety
Anger
Sadness
Awe
Time at top of home page
21%
34%
30%
20%
-16%
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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
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INVITE AN AUDIENCE ALONG
Build in-roads to audiences via exclusives, integrations, or collaborations.
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NOTHING DRAWS A CROWD
LIKE A CROWD
Generate momentum early on - creating a snowball effect and self-fulfilling prophecy
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RATE OF SHARES OVER TIME
Views per day
Shar
es p
er d
ay
50,000
40,000
30,000
20,000
10,000
0
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THE TAKEAWAYS
EMOTIONS ARE ENGAGING
"Content that evokes high arousal emotions, regardless of their valiance, is more viral."
!
- Jonah Berger & Katherine L. Milkman
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NOTHING DRAWS A CROWD
LIKE A CROWD
“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
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INVITE AN AUDIENCE ALONG
Individuals' probability of starting clapping increased in proportion to the number of other audience members already ‘infected’ by this social contagion
!
- RICHARD P MANN
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THANK YOUbrendangahan.com
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