SXSW 2017 Sound Bites and Learnings

PowerPoint Presentation

Slide Doc Recap Salomons Experience3/24/20171

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Table of ContentNeuroscience:This is Your Brain. This is Your Brain on Ads (examples and results of neuroscience studies)Next Generation Marketing with Neuroscience (tips to influence the subconscious mind)

Consumer behavior:Youre On: Marketing Into the Live Video Stream (Lincolns Panel session on live streaming)Actionable Gamification for the Win (approach to implement effective gameful design)Seconds Matter: Capturing Attention in Mobile Feed (explores how people are processing mobile video)Facebook and Instagram: A Tale of Two Feeds (Facebook and Instagram commonalities and differences on regards to consumer reactions)

Workplace:Virtual Work Success: Thrive When Working Apart (key strategies to work and manage teams that work remotely full, part-time or sporadic)3/24/20172......... 4......... 10

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Neuroscience

3/24/20173

This is Your Brain. This is Your Brain on Adshttp://schedule.sxsw.com/2017/events/PP673013/24/20174

This is Your Brain. This is Your Brain on AdsBrief:Consumer neuroscience can help you tell stories that will resonate with people across screens

Deeper Dive:Cross-platform ads outperform single platform but message needs to be consistent & executions must be optimized to each platformNeuro-marketing is not about looking how the ad makes your audience feel, but to identify how your audience feels towards the brand, once they are exposed to the adNeuroscience techniques can identify small changes on TV ads that can have a big impact on the audience and/or adapt to mobile screensTechniques such as eye-tracking, facial coding, neuro and biometrics are often better than traditional direct measures to predict ad success3/24/20175

This is Your Brain. This is Your Brain on Ads3/24/20176

This is Your Brain. This is Your Brain on Ads3/24/20177

This is Your Brain. This is Your Brain on Ads3/24/20178Source: Nielsen Consumer NeuroscienceEye Tracking showed that same TV execution on Mobile = Decrease on Effectiveness & Consumer not focused on the brandCommercial on TV screen people focus on brand elements like logosSame commercial on Mobile Device people visual attention is disperse

This is Your Brain. This is Your Brain on Ads3/24/20179Measurement of Emotion in Ad Testing:Dr. Aaron Reid showed us what market researchers can learn about the measuring the non-conscious impact of advertising using 2017 Budweiser Super Bowl TV commercialWith the video, Dr. Reid revealed how measuring the emotional impact of an ad, in combination with the consumer implicit connection with the brand, can predict ad successConsumer emotions (represented by the heat map and the line chart) correlated with the TV scenes. Also, the emotional peak was at the end of the commercial when the Budweiser logo appearedTechniques such as eye-tracking, facial coding, neuro and biometrics are often better than direct measures because implicit measures avoid the cant say/wont say issue in market research

Next Generation Marketing with Neurosciencehttp://schedule.sxsw.com/2017/events/PP611463/24/201710

Next Generation Marketing with NeuroscienceBrief:Nancy Harhut provided 15 neuroscience marketing-proven tips to get people to remember us, get them to do what we want and get them to pay what we want

Deeper Dive:Up to 95% of decision-making takes place in the subconscious mindPeople don't "make" decisions. Often, they just default to reflexive actions without even thinking. That means perfectly good ads, emails, websites, etc. can still fail. Because people don't make logical choicesBy strategically using the 15 tips, our creatives can use people's natural tendencies to our advantage3/24/201711

Next Generation Marketing with Neuroscience3/24/201712To get people to remember us Attention/Recall:Von Restorff effect: People notice and remember things that stand out. If something is unusual, new, or there is something missing, we pay attention. Our audience is being bombarded with messages on a daily basis, if we can make our message stand out, well get noticed. A simple example: some holidays stick more than others; sending communication acknowledging an unusual holiday such as National Peanut Butter Day will stand out and be rememberedPsychology of Surprise: Surprise is the neuropsychological equivalent of a pause button. It makes us stop what we're doing, hijacks our attention, and forces us to pay attentionInterrupt a pattern or explore different/new ways to convey the message Visual storytelling: provide a visual narrative (beginning and end), bring human emotions. Utilize visual tools such as Snapchat, Instagram stories and include videos/photos of real people and places

Next Generation Marketing with Neuroscience3/24/201713To get people to do what we want Action:Availability bias: People will take decisions based on the information they have currently available.Therefore, before asking to buy our service, we should first ask them to think of a situation in the past when they could have used it. Or to imagine a time in the future when it might fit nicely into their lives Scarcity principle: People place more value on items that are scarce or only available for some people or certain amount of time (Exclusivity and Urgency) Framing: The words you choose, as well as the order you put them in, can make a big difference in how people respond to the message. For example, research has shown that giveaway is more motivating than promotion Cognitive ease: people prefer things that are easy. Keep message simple. Use picture superiority, use single CTA and descriptive copy

Next Generation Marketing with Neuroscience3/24/201714To get people to pay what we want Price:Magnitude encoding process: Lower font, no decimals, show to be perceived that prices are lower Anchoring: Higher price on left, higher price on top, in order to show the original price (the anchor) first. Since people often dont know the absolute value of something, their decision-making shortcut is to look at the relative valueDecoy pricing: Present options where you show more an expensive item to drive sales of the less expensive or the one you want to pushHedonic bundling: Take your bundle and take the most utilitarian/luxury/hedonic item and include it (e.g. include HBO for a higher bundle price) Friction reduction: If something is easy to understand or do, you will be more likely to take action, and it will be more credible as well (e.g. Facebook Lead ads auto-populate with Facebook info)Single choice aversion: we want to have context, we want options. However, not too many options (info paralysis) Price primacy: If it is something new, talk about that first; if it is something more common, lead with price Social proof: Yelp, Amazon reviews are always good. However, 5/5 stars isn't good neither as people don't believe it

Consumer Behavior

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Youre On: Marketing Into the Live Video Streamhttp://schedule.sxsw.com/2017/events/PP694583/24/201716

Youre On: Marketing Into the Live Video Stream

Watch session here:http://www.ustream.tv/recorded/100893912 3/24/201717

Actionable Gamification for the Winhttp://schedule.sxsw.com/2017/events/PP634403/24/201718

Actionable Gamification for the WinBrief:Yu-Kai Chou presented a systematic approach to implement effective gameful design for any process

Deeper Dive:There are 8 Core Drives of motivation that inspire people to engage and learn through game techniques Game elements are a means to an end, not an end in itselfGood gamification doesn't start with game elements but starts off with Core Drivers of human-focused designHuman-focused design: system that is designed to optimize for the motivations and feelings of the human inside (as opposed to function-focused design)3/24/201719

Actionable Gamification for the Win3/24/201720

Core Drivers:Meaning - Epic meaning and calling. people are motivated because they believe they are engaged in something that is bigger than themselvesAccomplishment - Development & Accomplishment (motivation) Empowerment - Empowerment of creativity & feedback (motivation)Ownership - Ownership & Possession (e.g. collection sets, Alfredeffect)Social influence - social influence & relatedness (e.g. group quest: groupon, kickstarter; social influence/Social norm: OPower, Amazon recommendations )Scarcity- Scarcity& impatience (e.g. The Facebook started to have limited access)Unpredictability - Unpredictability & curiosity (e.g. skinner box; Easter eggs: don't know the reward nor how to get it)Avoidance-Lost & avoidance (e.g. Farmville crops die if they aren't fed)

Actionable Gamification for the WinMany companies aim to design for motivation based on Extrinsic Motivators, such as giving users a reward at the end. However, many studies have shown that once you stop offering the extrinsic motivator, user motivation will often decrease to much lower than before the extrinsic motivator was first introduced.Its much better for companies to design experiences that motivate the Right Brain Core Drives, making something fun and rewarding, so users continuously engage in the activity.3/24/201721

Right Brain Core Drives: more related to creativity, self-expression, and social aspects.Left Brain Core Drives: more associated tologic, calculations, and ownership.

Actionable Gamification for the Win3/24/201722Positive vs. negative Motivations:Another element to note within framework is that the top Core Drives in the octagon are considered very positive motivations, while the bottom Core Drives are considered more negative motivations.White Hat Gamification techniques utilize positive motivations. Something is engaging because it lets you express your creativity, makes you feel successful through skill mastery, and gives you a higher sense of meaning, it makes users feel very good and powerful.Black Hat Gamification techniques use more negative emotions. The challenge is that if you are always doing something because you dont know what will happen next, you are constantly in fear of losing something, or because there are things you cant have, even though you would still be extremely motivated to take the actions, it often leaves a bad taste in your mouth.The right design should consider the balance between creating positive/productive emotions and negative emotions in order to optimize the experience for the short and the long term

Seconds Matter: Capturing Attention in Mobile Feedhttp://schedule.sxsw.com/2017/events/PP670693/24/201723

Seconds Matter: Capturing Attention in Mobile FeedBrief:The session explored how people are processing mobile video from a physiological and neurological standpoint, revealing the emotional intensity and engagement found during video consumption on mobile and TV

Deeper Dive:Visual signal like captions and brand cues make ads more fitting for the feed, even with sound offMake brand stand out from the first frameVideo ads need to be adapted for feed to drive results3/24/201724

Seconds Matter: Capturing Attention in Mobile Feed3/24/201725

Seconds Matter: Capturing Attention in Mobile Feed3/24/201726RB partnered with Facebook to test the hypothesis: Can you repurpose TV creative for mobile?

Original TV ad on mobile (Sound Off)

Seconds Matter: Capturing Attention in Mobile Feed3/24/201727Original TV Ad on TV Screen with sound on

Seconds Matter: Capturing Attention in Mobile Feed3/24/201728Video optimized for News Feed

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Seconds Matter: Capturing Attention in Mobile Feed3/24/201730

Optimized Video Ad performed much better in Ad recall and Brand favorability

The best way to ensure video creative works in the mobile-feed environment is to build with mobile in mind from the start. However, when we dont have that opportunity to start from scratch, TV spots can be retroactively optimized for the mobile News Feed30

Facebook and Instagram: A Tale of Two Feedshttp://schedule.sxsw.com/2017/events/PP670723/24/201731

Facebook and Instagram: A Tale of Two Feeds3/24/201732Brief:Facebook ran a multi-disciplinary study that found that Facebook and Instagram feeds have a lot in common, but people have a different mindset on each, and this affects how they react to ads

Deeper Dive:They found 5 similarities: Connect, Visit, Share, Curate and FeelThe study revealed that Facebook better satisfies their need for empowerment, recognition and connection while Instagram more strongly fulfills their desire for fun, relaxation and discoveryThe study indicated that on Facebook discovery is more about exposure to new ideas and ways of thinking. On Instagram on the other hand, discovery is more about inspirationPeople most strongly associate Facebook with humor, feeling in control and feeling appreciated. In contrast, people most strongly associate Instagram with being adventurous, real and creativePeople more often associate Facebook with personal connection and Instagram with explorationSame ad running on both feed was rated differently in noticeability, emotional reward, informational reward and CTA

Facebook and Instagram: A Tale of Two Feeds3/24/201733

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Neuroscience and consumer behavior suggest that:Consider the culture of each platform: Instagram and Facebook have unique cultures, which means that people come into each environment in different mindsets. Keep that context in mind as you use each platformUse a complementary approach: On Facebook people are interested in knowing what you're up to, what you're about, on Instagram there's a desire to get a more intimate look at your brand, to get a peek behind the scenesRemember that Facebook and Instagram are more similar than different. You can have one single, but complementary strategy across both Strong Creative with brand Personality: Ad's image conveys different information than the text does, namely that image might be good at generating ad recall and positive feelings about the ad while the text might be better at conveying info about the brand and the call to actionThe trick is to try and develop a well rounded ad that has strong imagery that can convey brand personality but also strong copy that is linked to the image

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Workplace

3/24/201742

Virtual Work Success: Thrive When Working Aparthttp://schedule.sxsw.com/2017/events/PP693363/24/201743

Virtual Work Success: Thrive When Working Apart3/24/201744Brief:The workshop provided key strategies to work and manage teams that work remotely full, part-time or sporadic

Deeper Dive:Only 40% of employees are receiving guidance on how to make use of flexibility (Fortune 2015)Certain personality traits predict success for remote workersKnowing these traits can help the employee to identify habits and strategies to be successful and fulfilled in virtual working environmentsLeaders can successfully lead remote teams by mastering key capabilities and attributes

Virtual Work Success: Thrive When Working Apart3/24/201745

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Employees traits to fit in a distributed work environment

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Managers attributes and skills to manage remote teams

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Virtual Work Success: Thrive When Working Apart3/24/201751Managers step for success 1/3

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Discuss how the team will deal with the 3 Cs

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Appendix

3/24/201754

Additional resources:Actionable Gamification for the Win:Gamification to improve our world: Yu-kai Chou at TEDxLausanne: https://www.youtube.com/watch?v=v5Qjuegtiyc&sns=twAuthors site: http://yukaichou.com/gamification-examples/octalysis-complete-gamification-framework/#more-2275Gamification Framework tool: http://yukaichou.com/octalysis-tool/ Slideshare ebay presentation: http://www.slideshare.net/fdlink/human-focused-design-for-e-bay This is Your Brain. This is Your Brain on AdsBest Practices in the Measurement of Emotion in Ad Testing http://www.sentientdecisionscience.com/measuring-the-subtext-in-advertising-emotion-in-ad-testing/ http://www.sentientdecisionscience.com/measuring-emotions-attention-ads-eye-tracking-studies/ Additional video example: https://www.youtube.com/watch?v=-hsQvC3W9F0 Facebook/Instagram Sessions:http://insights.fb.com/2017/03/10/follow-facebook-iq-at-sxsw-2017/ https://www.facebook.com/business/news/building-video-for-mobile-feed http://insights.fb.com/2016/04/20/capturing-attention-feed-video-creative/ http://insights.fb.com/2016/07/11/facebook-and-instagram-a-tale-of-two-feeds/ Tale of two feeds PowerPoint: https://tmobile.egnyte.com/dl/Uy96kYLlQM 3/24/201755

Additional resources:Next Generation Marketing with Neuroscience http://www.wildeagency.com/brain-science-of-pricing-strategy/http://www.wildeagency.com/consistency-principle-content-marketing/http://www.wildeagency.com/email-marketing-behavioral-science/http://www.wildeagency.com/behavorial-science-marketing-travel-and-hospitality/ 3/24/201756