70
May 6th, 2014 CONNECTING TO CONSUMERS BRAND INNOVATION SUMMIT

Connecting to Consumers

  • View
    46

  • Download
    1

Embed Size (px)

DESCRIPTION

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.

Citation preview

Page 1: Connecting to Consumers

May 6th, 2014

CONNECTING TO CONSUMERS BRAND INNOVATION SUMMIT

Page 3: Connecting to Consumers

THE AGENDA

Page 4: Connecting to Consumers

LESSONS LEARNED

THE AGENDATHE CHALLENGEWHAT’S NOW

THE SOLUTION

brendangahan.com

Page 5: Connecting to Consumers

THE CHALLENGE

Page 6: Connecting to Consumers

We live in an attention economy

brendangahan.com

Page 7: Connecting to Consumers

As content has grown increasingly abundant and immediately available, attention becomes the limiting factor in the consumption of information.  !

-Thomas H. Davenport

brendangahan.com

Page 8: Connecting to Consumers

0

25

50

75

100

2007 2008 2009 2010 2011 2012 2013

100 Hours/Minute

brendangahan.com

Page 9: Connecting to Consumers

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

brendangahan.com

Page 11: Connecting to Consumers

WHAT’S NEXT NOW

Page 12: Connecting to Consumers

Tech is making everything accessible !

brendangahan.com

Page 13: Connecting to Consumers

The number of transistors per square inch on integrated circuits will double. !

-Moore’s Law

brendangahan.com

Page 14: Connecting to Consumers

COMPUTING

brendangahan.com

Page 15: Connecting to Consumers

SOCIAL COMPUTING

TEXTIMAGES

VIDEO

TEXTIMAGES

VIDEO?

brendangahan.com

Page 16: Connecting to Consumers

THE IMPLICATIONS

Page 17: Connecting to Consumers

Consumers are content creators and media networks. !

brendangahan.com

Page 18: Connecting to Consumers

PLATFORM PRODUCTION

brendangahan.com

Page 19: Connecting to Consumers

MEDIA CONSUMPTION

brendangahan.com

Page 20: Connecting to Consumers

MEDIA CONSUMPTION

brendangahan.com

Page 21: Connecting to Consumers

MEDIA CONSUMPTION

>

8.2 Million (premiere)10.6 Million (one channel)brendangahan.com

Page 22: Connecting to Consumers

MUSIC

brendangahan.com

Page 23: Connecting to Consumers

MUSIC

brendangahan.com

Page 24: Connecting to Consumers

MUSIC

brendangahan.com

Page 26: Connecting to Consumers

FASHION

brendangahan.com

Page 27: Connecting to Consumers

CELEBRITY

brendangahan.com

Page 29: Connecting to Consumers

LESSONS LEARNED

Page 30: Connecting to Consumers

Singular metrics do not define success

brendangahan.com

Page 31: Connecting to Consumers

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

Page 32: Connecting to Consumers

WE CAN GROW A COMMUNITY, BUT CAN WE COMMUNICATE WITH THEM?

brendangahan.com

Page 33: Connecting to Consumers

WE CAN GET VIEWS, BUT IS ANYONE WATCHING?

brendangahan.com

Page 34: Connecting to Consumers

WE CAN SCALE, BUT IS ANYONE PAYING ATTENTION? !

86% of internet users suffer from ‘banner blindness’

brendangahan.com

Page 35: Connecting to Consumers

SOLUTIONS: HUMAN BEHAVOR

Page 36: Connecting to Consumers

3. NOTHING DRAWS A CROWD LIKE A CROWD

WHAT WE KNOW WORKS1. EMOTIONS ARE ENGAGING

2. INVITE AN AUDIENCE ALONG

brendangahan.com

Page 37: Connecting to Consumers

EMOTIONS ARE ENGAGING

Page 38: Connecting to Consumers

Create a physiological reaction

brendangahan.com

Page 39: Connecting to Consumers

PROBABILITY OF MAKING THE ‘MOST EMAILED’ LIST

Anxiety

Anger

Sadness

Awe

Time at top of home page

21%

34%

30%

20%

-16%

brendangahan.com

Page 40: Connecting to Consumers

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

Page 41: Connecting to Consumers

ANGERbrendangahan.com

Page 43: Connecting to Consumers

LAUGHbrendangahan.com

Page 45: Connecting to Consumers

SHOCKbrendangahan.com

Page 47: Connecting to Consumers

INVITE AN AUDIENCE ALONG

Page 48: Connecting to Consumers

Build in-roads to audiences via exclusives, integrations, or collaborations.

brendangahan.com

Page 54: Connecting to Consumers
Page 55: Connecting to Consumers

NOTHING DRAWS A CROWD

LIKE A CROWD

Page 56: Connecting to Consumers

Generate momentum early on - creating a snowball effect and self-fulfilling prophecy

brendangahan.com

Page 58: Connecting to Consumers

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

brendangahan.com

Page 59: Connecting to Consumers

CREDIBILITY +

ENGAGEMENT +

URGENCY

brendangahan.com

Page 60: Connecting to Consumers

PERCEIVED VALUE

brendangahan.com

Page 61: Connecting to Consumers

THE TAKEAWAYS

Page 62: Connecting to Consumers

EMOTIONS ARE ENGAGING

Page 63: Connecting to Consumers

"Content that evokes high arousal emotions, regardless of their valiance, is more viral."

!

- Jonah Berger & Katherine L. Milkman

brendangahan.com

Page 64: Connecting to Consumers

NOTHING DRAWS A CROWD

LIKE A CROWD

Page 65: Connecting to Consumers

“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

Page 66: Connecting to Consumers

INVITE AN AUDIENCE ALONG

Page 67: Connecting to Consumers

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

Page 68: Connecting to Consumers

… if all else fails

brendangahan.com