behaviors beat brands - sxsw 2015
DESCRIPTION
As a brand in the connected age, you need to look beyond marketing tactics to deepen your relationship with consumers through digital products and services that have the potential to deliver long-term value and utility. You’ve done all the right things: confirmed the market opportunity, mapped features to consumer needs, executed a launch strategy, and exceeded your registration goals. So why is your brand’s well-marketed, well-thought-out, exquisitely designed product losing out to a startup? The answer: that startup has figured out how to connect its solution to the consumer’s problem enough times to make its product a habit. In our 2015 SXSW presentation, we’ll highlight the common pitfalls that brands and agencies fall into when attempting to execute their digital product strategy, and we’ll outline five key strategies for driving behavior.TRANSCRIPT
- 1. Behaviors Beat Brands SXSW 2015 David DeCheser Nir Eyal
- 2. Youre a well know brand (or an agency that services them)
- 3. You get this digital thing
- 4. But suddenly, everything is connected
- 5. Consumer
- 6. bringing new opportunities, but also new behaviors
- 7. Youve convinced people to try your awesome new thing
- 8. Downloads Registrations
- 9. but theyre not hooked.
- 10. Downloads Registrations Engagement
- 11. Now, when you hear habit-forming you probably think of these types of products.
- 12. Our talk will teach you why these hugely successful products have become habits.
- 13. Youll walk away with a simple, repeatable approach to integrate behavioral principles into your work on the ground.
- 14. David DeCheser is a Group Executive Creative Director at R/GA one of the leaders in bringing brands into the connected age. He was thrown into the deep-end of the behavior change pool when he began working with AARP to help a generation of boomers rethink their future, skirt retirement and redefine their 50s and 60s. Since then hes become obsessed with using behaviors to reframe how his teams work and how his clients innovate. Nir Eyal is the author of Hooked: How to Build Habit-Forming Products. He writes for TechCrunch, Forbes, Psychology Today, and is a frequent speaker at industry conferences and Fortune 500 companies. For most of his career hes worked in the video gaming and advertising industries where hes learned, applied, and at times rejected, the techniques used to motivate and manipulate users. Nir writes to help companies create behaviors that benefit their users, while educating people on how to build healthful habits in their own lives.