SoMe Awards Presentation by Dr. Pamela Rutledge and Dr. Jerri Lynn Hogg on the science of audience engagement. Highlights persona development and role of deep metaphors for engagement.

1. THESCIENCE
OFENGAGEMENT
​ Dr. Pamela Rutledge
@pamelarutledge
​ Dr. Jerri Lynn Hogg
@hoggjl
​ 2014 SoMe Awards Forum

2. 2|
WHATIS
ENGAGEMENT?

3. 3|

4. 4|
1DEFINEYOUR
AUDIENCE

5. 5|
2GETINSIDETHEIR
HEADS(&HEARTS)

6. 6|
3TARGETWHAT
MATTERS

7. “People tell you who they are,
but we ignore it because we want them to be
who we want them to be.”
MARKETINGHUBRIS

8. 8|
Hubris (/ˈhjuːbrɪs/, also hybris, from
ancient Greek ὕβρις), means
extreme pride or self-confidence. Hubris
often indicates a loss of contact with
reality and an overestimation of one's
own competence, accomplishments or
capabilities

9. 9|
WHOSEREALITYMATTERS?

10. 10|
WHYDO
SOMECAMPAIGNS
WORK?

11. 11|
If of
well-known brands
disappeared
wewouldn’tevennotice
70%

12. 12|
of
are out of
sync with the buyer
82%SELLERS

13. 13|
Almost of
marketing
80%
DOESN’T WORK

14. 14|
people will forget what you
said…people will forget what
you did…but people will never
forget how you made them
FEEL MAYA ANGELOU

15. LESSONSFROMTHEWILDWEST

16. The lone cowboy waited patiently on the edge of the ravine. He was
outnumbered, but he was the only hope that stood between the looters and
rustlers that headed toward the small, peaceful prairie town.
As the gang of outlaws thundered into the pass between the craggy rocks of the
ravine, the cowboy lay hidden, perched among the dirt and rocks at the edge of
the rocky ridge.
The cowboy watched the dust rise as the outlaws’ horses thundered into the
pass. He took careful aim, but he did not try to shoot all the riders. The
cowboy’s rifle was aimed at tiny mirrors that he had set along the trail through
the pass. Under each mirror, he had buried a bundle of dynamite, deep in the
dirt. As the cowboy fired, he had only to hit near the mirror to unleash an
explosion, one after another, through the ravine.
LESSONSFROMTHEWILDWEST

17. Use content to trigger an explosion of meaning

18. 18|
NIKE:HERO

19. COKE:INNOCENCE

20. JOHNDEERE:EVERYMAN
http://marketingland.com/is-john-deere-the-original-content-marketer-2-49138

21. 21|
TRIGGERINGMEANING ACHIEVEMENT
STABILITY
INDEPENDENCE &
FULFILLMENT
BELONGING &
ENJOYMENT
Ruler
Outlaw
Hero
Magician
Everyman
Lover
Jester
Caregiver
Creator
Innocent
Sage
Explorer

22. MINDREADING

23. Your brain is wired to
read minds
Most people suck at it
GOODNEWS
BADNEWS

24. 24|
COGNTIVE DISCONNECTS
I’m lazy
I use shortcuts
I assume others are the same
as me
I use what I know best -- me

25. If I had asked people what
they wanted, they would have
said faster horses.
WHAT’STHE
RIGHT
QUESTION?

26. 26|Source: http://www.contrib.andrew.cmu.edu/~jshersh/

27. USINGPERSONAS

28. EXERCISE:
CLOSEYOUR
EYES

36. 36|
SUMMARY § Define your audience
§ Get inside their heads
§ Target what matters
​ Remember the cowboy
Use content to trigger an explosion of
meaning that deeply connects the
audience to your brand

37. THANKYOU!
​ Dr. Pamela Rutledge
PamelaRutledge@gmail.com
Twitter @pamelarutledge
​ Dr. Jerri Lynn Hogg
HoggJL@gmail.com
Twitter @HoggJL
​ 2014 SoMe Awards Forum