the science of audience engagement
DESCRIPTION
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.TRANSCRIPT
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THE SCIENCE OF ENGAGEMENT Dr. Pamela Rutledge @pamelarutledge
Dr. Jerri Lynn Hogg @hoggjl
2014 SoMe Awards Forum
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WHAT IS ENGAGEMENT?
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1 DEFINE YOUR AUDIENCE
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2GET INSIDE THEIR HEADS (& HEARTS)
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3TARGET WHAT MATTERS
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“People tell you who they are, but we ignore it because we want them to be who we want them to be.”
MARKETING HUBRIS
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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
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WHOSE REALITY MATTERS?
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WHY DO SOME CAMPAIGNS WORK?
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If of well-known brands disappeared
we wouldn’t even notice
70%
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of are out of sync with the buyer
82%
SELLERS
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Almost of marketing
80%
DOESN’T WORK
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people will forget what you said…people will forget what
you did…but people will never forget how you made them
FEEL MAYA ANGELOU
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LESSONS FROM THE WILD WEST
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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.
LESSONS FROM THE WILD WEST
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Use content to trigger an explosion of meaning
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18 | NIKE: HERO
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COKE: INNOCENCE
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JOHN DEERE: EVERYMAN http://marketingland.com/is-john-deere-the-original-content-marketer-2-49138
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TRIGGERING MEANING ACHIEVEMENT
STABILITY
INDEPENDENCE & FULFILLMENT
BELONGING & ENJOYMENT
Ruler
Outlaw
Hero
Magician
Everyman
Lover
Jester
Caregiver
Creator
Innocent
Sage
Explorer
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MIND READING
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Your brain is wired to read minds Most people suck at it
GOOD NEWS
BAD NEWS
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COGNTIVE DISCONNECTS
I’m lazy
I use shortcuts
I assume others are the same as me
I use what I know best -- me
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If I had asked people what they wanted, they would have said faster horses.
WHAT’S THE RIGHT QUESTION?
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26 | Source: http://www.contrib.andrew.cmu.edu/~jshersh/
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USING PERSONAS
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EXERCISE: CLOSE YOUR EYES
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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
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THANK YOU!
Dr. Pamela Rutledge [email protected] Twitter @pamelarutledge
Dr. Jerri Lynn Hogg [email protected] Twitter @HoggJL
2014 SoMe Awards Forum