It’s time to make Digital Persuasive
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Presentation at the Marketing Association Digital Day Out #DDO12
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It’s time to make Digital Persuasive
- 1. Peeyoos h Chandr a ( PC) I t’ s t i me t o mak e D i g i t al D i g i t al Pe r s u as i ve Pl an n i n g Di r e c t o r
- 2. D i g i t al Ad ve r t i s i n g me t e o r i c g r o wt h
- 3. Ave r ag e CTR i n c amp ai g n s i n f al l i n g
- 4. Ho w d o e s NZ c o mp ar e ?
- 5. Cr i s i s o r Op p o r t u n i t y?
- 6. 2006
- 7. F ac e b o o k mo r e p o p u l ar t h an Po r n
- 8. Un d e r s t an d i n g t h e c o n s u me r cont e xt Th e r e al q u e s t i o n i s – h o w d o we g e t e n g ag e me n t t o mi r r o r i n ve s t me n t ?
- 9. Me , My W r l d , Th e wo r l d o St uf f Ne ws Br an d s Th i n g s I c an ’ t Thi ngs I c ar e cont rol about Th i n g s I d o n ’ t c ar e ab o u t Li f e /W r k o Bi l l s Ki d s D r e ams F r i e n d s / F ami l y L o ve s / Hat e s
- 10. I n t e r e s t i n g l i t t l e f ac t : Twe e t = Hu g "Your brain interprets tweeting as if you were directly Dr. Love interacting with people you cared about or had empathy for" Paul Zak Phd. Professor of Economics Professor of Neurology,
- 11. W e r e d o d o D i g i t al & S o c i al h Me d i a f i t ? Most advertising bounces out of my world But if it’s engaging, I let it into my world Then the real job starts
- 12. Th e t h r e e r o l e s f o r D i g i t al Medi a Ac t or Tool Persuasive Technology Lab Stanford University www.bjfogg.com
- 14. Emo t i o n l e ad s t o ac t i o n THINK FEEL DO Rational Mind Fallacy FEEL DO THINK Emotional Mind Reality (Source: Tim Ambler, London Business School)
- 15. Pl an f o r l e ve l s o f p ar t i c i p at i o n & p e r s u as i o n
- 16. D i g i t al as Me d i a
- 17. Th e Gr e at S c h l e p
- 18. Pe r s u as i o n • 342 million media impressions (Optimedia) • Talking points available on thegreatschlep.com website were read and downloaded 1.2 million times • Over 25,000 grandkids signed up to schlep • Jews voted for Obama, and he won Florida by 170,000 votes
- 19. NZ Ar my How do we get more people to lean into the story of how the Army helps people develop their skills? How do we get them to care about the story?
- 20. Ho w p e r s u as i ve ? 25% increase in recruitment calls Monthly video views increased 935% during the campaign They remained 265% higher 60 days after paid promotion finished and continue to remain at similar levels.
- 21. D i g i t al as t o o l
- 22. 2 01 1 El e c t i o n s
- 23. F ac e b o o k & Ad vo c ac y Us i n g F ac e b o o k t o g e t ad vo c ac y Cr e at e a c o mmu n i t y o f ad vo c at e s f o r “ I Vo t e NZ” En r o l d i r e c t l y i n F ac e b o o k D e l i ve r i n f o r mat i o n ab o u t t h e Re f e r e n d u m & vo t i n g
- 24. Re s u l t s
- 25. D i g i t al as ac t o r
- 26. De p r e s s i o n . o r g. n z The Journal was created to serve as an online tool on the depression.org.nz website to help New Zealanders manage mild to moderate depression 13,000 people are actively using 488,000 people visited the site in the first year
- 27. Sor t e d . or g. nz Launched in 2001 ! Last year 28% of Kiwis used sorted.org.nz or Sorted resources 81% of visitors were repeat users 91% of users had taken some action as a result of visiting sorted.org.nz
- 28. L i n k , L i k e , L o ve
- 29. 3 t h i ngs t o d o Re - i mag i n e o p p o r t u n i t i e s t o p e r s u ad e L i s t e n , d o , s ay F i n d yo u r W u D o k i ak
- 30. If markets are conversations, then marketing is about the things that conversations are about. Not about placing those things or promoting those things, but about the things themselves.” J.P Rangaswami Chief scientist Salesforce.com
- 31. Yo u r c o n t ac t d e t ai l s : p c @s aat c h i . c o . n z @p e e yo o s h c h an d r a
Notes de l'éditeur
- This a reflection of what I have learnt over the last 10 years about digital marketing. About what makes for impactful advertising, and why I think it’s time for a moment of honesty.
- Source : http://www.iab.org.nz/images/uploads/IAB_PwC_Insight_Report_Q3_FINAL.pdf When I started out, banner advertising was in its infancy. The future was rosy, and a massive growth curve was projected. The big question was, will people click on banners? The very first banner I produced, had a small issue – no one was clicking on it – and a after a bit of research we worked out that no knew what to do. The solution was to put the words click here to increase our response rates. And it was typical to see click through rates between of 0.20% and 0.35% - if you put the words click here. Since then things have changed significantly with improvements in the technology, But I think it’s time for a moment of honesty.
- http://www.mediamind.com/sites/default/files/MediaMind_Global_Benchmark_Q4_2010.pdf Over the last 6 years, our click through rates have been in steady decline. In 2010, MediaMind published their benchmarking analysing response to 200bn banner impressions – and they found global avg. CTR had dropped to 0.09%”!
- And NZ & Australia need to do something significant to address the engagement gap. The gap exists, because we’re not focused on raising the bar.
- So if you were an advertiser looking at this, you’d think that engagement is not keeping up with spend. Looking at these numbers I would say that the more you advertise online, the less people pay attention. Is that really the case? How are some brands like coke, old spice, Nike, huffer. is there something else at work here, something else that people were prepared to pay more attention to?
- Read more: http://www.time.com/time/magazine/article/0,9171,1570810,00.html#ixzz1uxhqgC6Y Let’s take a step back to 2006 when CTR’s started to fall and see what else was happening around that time. In 2006 Time magazine very famously claimed that YOU were the person of the year. “ It's a story about community and collaboration on a scale never seen before. It's about the cosmic compendium of knowledge Wikipedia and the million-channel people's network YouTube and the online metropolis MySpace. It's about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes”. And social media was born.
- 2007 Time article (US Market) : http://www.time.com/time/business/article/0,8599,1678586,00.html 2009 LA Times (UK market) : http://latimesblogs.latimes.com/technology/2009/01/social-media-po.html A year later, it’s true power was being felt. For the first time in 4 years of tracking the data, Hitwise reported that Facebook is more popular than adult sites. Bill Tancer, data scientist at Hitwise discovered that social networks like MySpace and Facebook were occupying the minds of young people. “ They're too busy chatting with friends to look at online skin”
- So clearly the stories we tell about ourselves are more engaging. And while social media platforms have become more advertising friendly, the reality is that response rates from that advertising is even lower than the standard banner. Just yesterday GM announced that it would stop advertising on Facebook because it had no tangible impact on their sales (http://online.wsj.com/article/SB10001424052702304192704577406394017764460.html). The key question then is, how can we get engagement to mirror investment online?
- To get to the answer I think it’s important for us to have insights into the changing consumer context. We see ourselves as individuals, but we are reminded on a daily basis of how connected we are via our social networks. Participation in these social networks, results in a constant exposure to “status updates” independent of face to face interaction (i.e. something Facebook calls sharing information asynchronously). The short bursty nature of the updates, combined with peoples’ need to feel connected, means that there is constant exposure to “news”. This has had the effect of replacing more traditional sources of information, e.g. newspapers, etc. So much so that in 2008, news.com.au and nzherald.co.nz had to implement a Facebook version of their news service to retain relevance in the lives of the early majority of consumers that were radically changing their information consumption behavior. Me, My world, the World We use a simple model to understand what is going on. My World is a representation of who I am, and also adds meaning to my life by connecting ME to the things I care about or want. The World is everything outside of My World that does not have immediate meaning to ME. What we found is that as consumers, we now rely on our social networks to “protect” ourselves from the information overload we are faced with. In this regard, if information comes through to ME through MY WORLD, then I will give it more attention. Advertising operates in THE WORLD. What we have observed is that consumers prioritize information about their world, over the world. (Me, My World, The world is from http://www.slideshare.net/geniusworks/the-consumer-agenda-by-peter-fisk)
- Why is that??? Interesting little fact How powerful is that engagement? In 2009, Dr. Paul Zakk showed that receiving a tweet created the same kind of emotional buzz as receiving a hug from an friend. And that provides a pointer to how we might retain relevance in the consumers lives http://www.fastcompany.com/magazine/147/doctor-love.html
- Where does digital and social sit? Between my world and the world and for brands that means listening intently . If you don’t want to invest in social listening, start with analysing what’s happening in your call centre, you will find some very interesting insights that will provide a pointer to where you can find insights. However in this day and age, social listening just makes sense. Because if we can find interesting ways to be meaningful in consumers lives, then they will invite us in. And to do that, we need to have a model for how we think about digital gaining that permission.
- As a social actor who brings brand behaviours to life and persuades, convinces, rewards and provides support at key moments in the customer experience As a deliverer of tools that enable and engage consumers with the brand As a medium to tell interesting brand stories that consumers can “lean-into” and be part of [Buy the Kindle edition. http://www.amazon.com/Persuasive-Technology-Computers-Interactive-Technologies/dp/1558606432. Read it often!! It is more valid today than when it was first written.] And so if we bring all of these thoughts together, The fact that online investments are increasing, but engagement is on the decline because of a broadcast mentality The fact that we find stories we tell about ourselves more interesting than paying attention to brands The fact that we use our friends to help filter the good from the bad The interesting notion that over time, as we have become more familiar with computers, the distinction between a face to face interaction and an online one has blurred considerably The fact that if we think differently, think about digital as a means to persuasion, then we can develop communications that is more effective - That stands a chance of reversing the decline in engagement. At Saatchi we call that looking for Waku Doki.
- Originally Waku Waku Doki Doki, we’ve shortened it to Waku Doki. It means “intense heart flutter”. Adrenalin shot. Emotional connection. It requires us to look for interesting ways to deliver a heart flutter. To have a personality. It’s how we judge ideas, because over the years we’ve learnt that “reason leads to conclusions, but emotions lead to actions”
- Feel do think So our goal becomes to reframe, from trying to convince you rationally to engaging with you emotionally. And using that feeling to persuade you to consider the brands proposition.
- There is a watch out tho. Not everyone is interested in “waku doki”, so you have to plan for the level of participation a consumer will actually want to have. And through “waku doki” find ways to encourage them to move up the participation ladder to a position of advocate Get a real-time dashboard To be able to do this – you need dashboards You need to have a view of how much interaction and engagement you’re going to have. And more importantly, a way to measure how persuasive your being. Because without that it’s easy to loose focus and get lost.
- Phew – enough of the theory. As a planner, I love the understanding how things work, but it’s no good unless we can apply it practically. So I’d like to take you through a couple of examples of these insights and principles in action. Some of the work I’m going to share with you I have been involved with. Other examples are work that I admire for their ability to execute such a complex paradigm shift. As we go through these examples, i’d like you to keep track of how it makes you feel, what it does to your heart beat and if you think they have “waku doki”.
- We’ll start with one that you might be familiar with, but to my mind represents one of the best executions of this principle in action Obama had a problem – In the last two elections, the democrats had lost in Florida because they hadn’t managed to engaged the Jew vote. Droga 5 got deep into the problem and created this. http://www.youtube.com/watch?v=AgHHX9R4Qtk
- Not quite at the same scale, but just as complex is a problem we have locally. How to persuade more young people to consider a career in the Defence Force. They’re put off by stereotypes, and tend to switch off when they see military content. We need a way to persuade them to think differently about the Defence Force. And we needed to find a way to get a peer recommendation. The solution involved telling the story of 3 young people who go through basic training, which is informative – but no “waku doki” unless you’re open to the idea. So to open a window into my world, we created a simple marksman challenge that moved you from following to endorsing. That one change, contributed significant lift in engagement, and ultimately persuasion
- How do we get young ppl to take on orange guys mission For the recent General Election, we took the iconic Orange Guy into Facebook to help younger voters to enrol for the first time. Not only did they enrol directly via Facebook, they also went on to embrace Orange Guys’ mission as their own and advocate the importance of voting to their friends. We gave our media partners and control of the message so that they could promote it in their voice. Lend their waku doki to the campaign
- And it had an impact in terms of getting new voters to engage
- http://about.americanexpress.com/news/pr/2011/link.aspx
- So it’s about persuasion and engagement But what engages us is the stories we are able to tell each other. If the story includes us as participants, then it becomes more meaningful because it’s in my world For brands to be successful, it is important to understand how to break past the barrier that is my world. We call this “waku doki” – an intense heart flutter or adrenalin rush that gets’ people involved. Even the humble banner can be made to deliver waku doki – so let’s not be limited by conventions. At the end of the day, digital is incredibly persuasive – so let’s harness it’s true potential