Turing Fest 2017 - Laura Crimmons - Making the Connection

@lauracrimmons #TuringFest

Making the Connection

Laura Crimmons @lauracrimmons

#TuringFest


Biggest challenges I hear from clients/agencies/industry friends


“How do I get X to

work with me?”


“How do I get more page views / users / links?”


It’s all about making

a connection with a

person / a group of

people


Universal rules


What’s in a name?


A lot…


But personalisation is not just using somebody’s name


We have two ears and one mouth, so we

should listen twice as much as we speak


Harvard researchers found

that talking about ourselves

can trigger the same

sensation of pleasure in the

brain as food, money or sex.


We’re drawn to people who are

like us - so show the person how

you’re like them


“Once you have a little piece of information about someone being

similar to you or different, you seem to take it and run with it. You may

think they are similar to you across the board, even though you may not

have much reason to think this. It is rather surprising.”

Adrianna Jenkins, Harvard University

http://bit.ly/telegraphjenkins

http://bit.ly/telegraphjenkins


Stalk people


Stalk people

(But not in a potential restraining order way)


For example, let’s say I’m meeting Aleyda and want to make sure I

show her we have things in common…





But what if someone doesn’t want to work with you?


Summarise back to the other

person to get to “That’s right”

Google Talk: http://bit.ly/vosstalk Medium Post: http://bit.ly/RaskinNegotiation

http://bit.ly/vosstalk

http://bit.ly/RaskinNegotiation


Connecting with colleagues/clients


Check through your emails to see if you can find something they’ve

emailed about that shows their interests…


1. Compliment them on some great work

2. Ask for their advice on an upcoming project

3. Find out what their KPIs are/what’s important to them

4. Provide treats





“The Branded3/Provident relationship isn’t your

standard client/agency relationship. We’ve built up a

really great friendship (after all you only invite friends to

your wedding!) which means we all work together as

one big team. We’re comfortable enough to question

each other when things don’t go right and excited to

share success when it happens!”


Don’t underestimate

the power of a drink


Connecting with journalists/influencers


Twitter is your best friend.








It’s not just about personal interests though, make sure you’ve

researched what they write about / have previously written about



“But isn’t that really time consuming?”

- training attendees


Connecting with your audience


Stop talking about page views and users.

We’re marketing to people we need to think about them as such.







Pulling it all together…


The Three Whys:

Why are people doing something?

Why is it important? (x3)


Why do people use taxis?

To get to where they need to be

Why is it important to us?

Because we want to arrive quickly and safely


Because we don’t want to travel on unclean

transport


We don’t want to get ill




Daily Mail feedback / exclusive



London Mayor’s response


Online conversations


Campaign launchMayor’s announcement

Traffic


Campaign launch

Search visibility


“London Under the Microscope’ is a brilliant example of how a well structured and planned campaign is able to deliver fantastic results in terms of brand awareness, customer engagement and ROI - even

in a relatively niche sector. We were delighted with the results of the campaign and thoroughly enjoyed working with Branded3 to bring it to fruition. Not only are the team at Branded3 extremely talented but they also have the knack of making collaborating on

projects fun, without deviating from the final goal.”

Client feedback


To summarise…1. We like to talk about ourselves, so give people space to talk

2. Use subtlety to show that you've listened/taken time to research

people

3. Remember we're connecting with other people (with feelings) -

not page views or link targets


[email protected]

@lauracrimmons

mailto:[email protected]

Marketing

Turing Fest 2017 - Laura Crimmons - Making the Connection