STL Digital Symposium: Understanding Emotional Triggers
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Keynote speaker at STL Digital Symposium, November 12 2014. Presenting actionable insights on how to uncover emotional triggers and use them to initiate a social activation; B2C and B2B case studies included.
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STL Digital Symposium: Understanding Emotional Triggers
- 1. UNDERSTANDING EMOTIONAL TRIGGERS NOVEMBER 2014 SOCIAL ACTIVATION:
- 2. STEFANIA ACCARDO INSIGHTS ANALYST @ClickNewIdea www.linkedin.com/in/saccardo/
- 3. Facts • Founded in 1992, VML became part of WPP Group in 2001 • VML delivers creative solutions at the intersection of marketing and technology • There are more than 1,900 VMLers around the world
- 4. #WEAREVML
- 5. AGENDA 01 It’s all about EMOTIONS! 02 Direct Social Activation 03 Indirect Social Activation 04 Calculating ROI 05 Wrap up
- 6. 01 It’s all about EMOTIONS!
- 7. WHAT’S AN EMOTIONAL TRIGGER?
- 9. SAFETY ACCEPTANCE NEW CHALLENGES CONSISTENCY CONSIDER WHICH EMOTIONAL TRIGGERS YOU CAN CONNECT TO YOUR MARKETING MESSAGES BE VALUED BALANCE LOVE INCLUSIVITY PEACEFULNESS RESPECT CONTROL ATTENTION
- 10. ASSIMILATE COMPLETE KNOWLEDGE TRANSFER. ACKNOWLEDGE EXPERIENCE THE EXPERIENCE. ADAPT TRANSFORM AND INFORM. ACCEPT BUILD TRUST AND CREDIBILITY. AMAZE BOOM! THE HUMAN PROCESS TO DISCOVERY
- 11. 02 Direct Social Activation
- 13. CASE STUDY: WENDY’S PRETZEL BUN
- 14. WENDY’S BUSINESS SITUATION Acknowledge BUSINESS CHALLENGE Assimilate MARKETING CHALLENGE Assimilate LISTENING Adapt INSIGHT Accept IDEA Amaze RESULTS PRETZEL BACON CHEESBURGER
- 15. 03 Indirect Social Activation
- 17. CASE STUDY: PEPSICO CORPORATE COMMUNICATION
- 19. SOCIAL ACTIVATION: PEPSICO BUILDING CREDIBILITY, TRUST , LONG-TERM LOYALTY
- 20. SOCIAL ACTIVATION: PEPSICO MEDIA Another PepsiCo exec has noted new “mini-cans” (65 cents each) are also more profitable than regular cans (30 cents each). FINANCIAL Nelson Peltz has Pepsi wrong: Jim Cramer cnb.cx/1lPbRti (via @DrewSandholm) $PEP FOOD Could ‘Real Sugar’ Sweeten Diet Soda Sales for Coke and Pepsi as Industry scrambles to remove industrial sweeteners? Ow.ly/CFT5l NGO The most improved food companies are on the #BehindTheBrand scorecard? @PepsiCo on land @GeneralMills on #climatechange oxf.am/jfs
- 22. MEASURING METRICS AND SENTIMENT IF KNOWLEDGE IS POWER, THEN WE’RE SUPERHEROES. à METRICS ARE QUANTITATIVE AND DESCRIPTIVE. à SENTIMENT IS QUALITATIVE AND PREDICTIVE.
- 23. METRICS: DIRECT SOCIAL ACTIVATION REACH • Unique visitors • New visitors • Impressions • Reach ENGAGEMENT • Likes • Views • Retweets • Favorites • Plain shares BEHAVIORAL • Conversions • Purchase intent • Sales • Satisfaction
- 24. METRICS: INDIRECT SOCIAL ACTIVATION AWARENESS & LOYALTY • Brand equity • Brand awareness • Product awareness • Attention paid ATTITUDE & AFFINITY • Repeat visits • Comments • Replies • Custom shares PERCEPTION • Positive Sentiment • Negative Sentiment • Neutral Sentiment • Impact
- 25. TEMPLATE
- 27. 05 Keys to Success
- 28. ENGAGE AFFIRM USERS EFFORTS AND INTENTIONS AS YOU SEEK TO DISCOVER THEIR PERSPECTIVE. ATTRACT THERE MUST BE AN EMOTIONAL SPARK TO STIMULATE TRANSFER OF DATA. BOND TAKE SPECIFIC CONSCIOUS STEPS TO ESTABLISH LONG-TERM ENGAGEMENT. PROCESS
- 29. INGREDIENTS CONTENT DISTRIBUTION ALLOW THE BRAND’S MOST VALUABLE ASSETS TO BE THE CONVERSATION OPENERS. MEDIA PARTNERSHIPS CHOOSE THE RIGHT PARTNER TO CREATE OPPORTUNITIES FOR EXPANDING REACH. INFLUENCERS TARGET BRAND ADVOCATES AND PRIORITIZE INFLUENCER IDENTIFICATION.
- 30. THANK YOU. FOLLOW ME ON TWITTER: @ClickNewIdea MY LINKEDIN: www.linkedin.com/in/saccardo/